Lead quality is subjective.
Marketers sell their ability to provide leads as a herculean effort. They went on this epic quest and got the best quality leads that money could buy. But there is always a disconnect, right?
You manage to get your patient through the consultation and ROF. But when you try to close on the treatment program, they don’t buy.
The reason for this isn’t because your marketer failed to pick that golden patient that checks off everything on your list for what qualifies as the perfect lead.
The problem is because the patient didn’t BELIEVE that your treatment will solve their pain.
Over the last four years, we have worked with hundreds of practices.
After spending over 3 million to generate new leads, we found that 20% of our winning practices enroll 80% of ALL new patients and get massive ROIs.
Keep in mind that we sent the same types of qualified leads to all of our practices, but there was a HUGE disparity happening here.
Those practices that failed to close leads would come to us complaining that the leads suck and couldn’t afford the treatments. We, of course, nodded our heads and were determined to do something STAT to change that.
So, we switched to income targeting because our docs complained of the leads not having enough money.
If anything, it made the problem worse. We would get less leads that didn’t bother to show up to the consultation, let alone make it far enough to the close.
Our fault, right?
Lead quality is subjective.
Remember when I mentioned that we have 20% of our practices close on patients, even the ones that allegedly couldn’t afford the treatment?
These practices were successful while others weren’t because they changed their mindset about what makes a qualified lead and what it takes to close them. They put in place a PROCESS that closed leads.
They took ACCOUNTABILITY and realized that, hey, maybe there is something that I can do on my end to make my offer more enticing.
THE DEFINITION OF A QUALIFIED LEAD THAT SEVEN FIGURE PRACTICE OWNERS FOLLOW:
Anyone who signs up for a consultation for your services and has the specific condition we are looking to treat.
If the patient didn’t buy into the treatment program, it is because of YOU and YOUR process. There is no such thing as a golden lead. It is your job to sculpt them into one.
Most practices are used to referrals. They are easy to close because they already trust you. Someone else did the homework for them on the doctor and the choice was taken out of their hands. All they do is decide if they like you.
The COLD LEAD is a different beast. The #1 task you have with a cold lead is to build trust and value within you and your treatment program. Everything from the ad to the close encapsulates this.
At the end of the day, closing cold leads is sales; we know that the psychology behind sales is not something that is taught in medical school.
That is why we have come up with the PROVEN process that our top ticket practices utilize in closing patients.