Lead generation is the process of turning a “suspect”, one that you believe needs what you have to offer, into a prospect, or someone who has “raised their hand” and engaged you or your company in some way. But in order to turn that prospect into a happy, repeat customer and referral partner your “marketing” or communications must match the experience.
A couple of months ago, I received a direct mail piece from a local dentist promoting his company and trying to engage new customers. The mailing provided information about the services performed; touted the warm, personal nature of his practice, and finally provided a discount offer for new customers. From a marketing perspective, the mailing had most of the key elements of a good marketing piece: attention grabbing headline, educational copy and an offer to act. It was the “perfect” storm. I was looking for a new dentist in my home town and here comes the mail. So far so good.
I arrived at the scheduled time, filled out the necessary paperwork, gave it back to the front person. I was quickly escorted into the hygienist for my cleaning. The hygienist was pleasant, did the job without too much talk or blood and my experience is winding down. The hygienist handed me a goodie bag with toothbrush, toothpaste, floss and sends me back to the front desk to set my next appointment. Everything is great, right? Not so fast. As I’m walking down the hall to the receptionist, I can’t help thinking, I never saw the dentist.
Well the marketing piece touted the personal nature of the practice and how patients were treated like “family”. (I”m happy to report, my family doesn’t treat me this way) What happened? I asked the receptionist if the dentist was in. Her reply was yes, he is here. I said I thought it was a bit odd that the dentist didn’t come in to say hello and check my teeth, especially since I was a new client. Her reply, “Oh, he won’t see you unless there is a problem”.
Guess what? There is a problem. You almost had me but not quite. Almost everything was done properly; mailing with offer, cordial customer service people, on time with my appointment and a not too painful dental experience. But, then the dentist drops the ball big time by not at least coming in to introduce himself and thank me for the business.
Moral of the story: It’s not good enough to say all the right things in your marketing materials; you have to live it; it needs to be embraced by the whole company; the customer’s experience must match the promise or you will have a bunch of first timers that never return again and never refer you to anyone.
Joe Costantino is owner of Business Marketing Success in Boston, a marketing company that helps professional service firms learn how to effectively market their businesses with a step-by-step marketing system. He is also a certified Duct Tape Marketing Coach and East Coast Regional Guide assisting in recruitment and training of new Duct Tape Marketing coaches. Joe also provides keynotes, seminars and workshops on a number of marketing topics. You can learn more about Joe at www.businessmarketingsuccess.com or by e-mail at joe@businessmarketingsuccess.com
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