Imagine this. There’s a single man sitting at the bar having a drink. A beautiful woman walks in. Really beautiful. The man isn’t the only one looking at her. She lights up the room: cute dress, dancing hair, sparkling eyes. She sits down next to the man. She makes eye contact. They chat for a moment. He offers her a drink.
The thought occurs to him that this might be her. Maybe he'll ask her out to dinner with him later. He's on the track of 'wow, this could work out'. Then she says over the rim of her glass of red wine: "I think it could work out, but I do think it's important to get married and I'd like to have three children. If there's a boy, I'd like to call him Jochem". You can imagine that the man at the bar, no matter how warm he was at first, can't get away fast enough. This is a pace he's not ready for at all.
In this story it is very clear, but this is also what many service providers do with their potential customers. They approach people and assume that they will do business with them immediately. Not for a marriage, but for a financial investment.
It is super important that your clients get the hospital mailing list chance to get to know you. In a relationship, you always have a steady relationship for a while, then you might start thinking about marriage and children.
People do business with people they know, like and trust. We often think that this does not apply to organizations, because that is different from a person. But in the context of marketing that is a misconception. Because that organization consists of people. Decisions are made by people. It is the people who do business with you.
As much as we as humans want to be analytical and not let our feelings get in the way, if we know, like and trust people we are willing (even if they work in an organization) to do business with you. Before you can trust someone you have to get to know them and like them. You do that by giving them tasters of your expertise.
You can do this by giving tips in your newsletter/e-zine, by giving a webinar or by giving a speech. Because your potential customers come into contact with you one or more times in this way, you have the opportunity to convince them that you are really an expert in the area where your customers experience a problem. Your potential target group will then really experience how you work.
Factor 4. The right & sufficient sales techniques.