© 10,000 hours | Getty Images 10000 Hours | Getty ImagesWhen things aren't going quite the way we want, it's easy to point fingers at external factors. We're usually reluctant to admit that we might be responsible for an undesirable outcome. Business owners like myself and the dentists I work with can be very proud and don't always like to think that they could be the reason opportunities don't become clients (or patients in our case). focus on the source (i.e. leads or opportunities) instead of thinking about their internal processes.
I know this because I've witnessed it and done it myself in the past. My company's goal as a marketing agency is to create opportunities for the dental practices we serve to generate new business, and we are largely responsible for the types of opportunities those practices receive. But is it our fault that these opportunities don't turn into new patients? Maybe, maybe not.
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Collaboration is key
Marketing agencies are often accused of producing poor quality leads, and the same goes for highly specialized agencies that only work with dental clinics, for example. In theory, the quality of the leads we generate for a practice largely depends on the accuracy of these lead parameters, which are the information we get from the practice itself. Of course, the more accurately we can identify the types of prospects they are trying to attract, the better our chances of targeting that demographic in this space. That doesn't mean every lead generated will be perfect, but many will be, or come close.
I've said it before and I'll say it again: Marketing is a partnership between agency and client. The more you can work together and develop synergies, the better the result will be. dr David Pearce, a respected New York dentist who has worked with my agency and is now advising companies on this matter, agrees. In a recent article, he wrote, "The more a dentist understands the business of marketing and vice versa, the better they can help each other. He knows he needs to work with a marketing agency to understand the needs of the business in order to get the leads he wants.
Well, of course, some businesses struggle to identify their ideal customer or prospect, and that's understandable, especially if you haven't taken the time to really look into it. But here, too, a marketing agency can be an important asset. Marketers are experts at finding answers. The more a business owner is willing to engage in this process, the more leads they'll get and the less they have to "screen" to weed out the bad ones.
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check your work
What if you get a lot of leads but those leads don't convert to customers? Is the marketing agency liable? If these leads do not meet the quality requirements that you have set for the agency, the agency bears a certain responsibility. However, if those leads are still of good quality, meaning they match most if not all, you may need to look inward to understand the gap.
Let's take an example from my marketing experience in a dental office. Let's say a dentist gets 100 good leads from a marketing agency, but only 15 of them convert (meaning they become regular patients). This is definitely a low value. But is it because the leads aren't good enough, or is it some kind of clinic sales glitch? Again, a marketing agency can be a great partner. When a dentist is willing to allow a marketing agency to review a sales pitch from start to finish, they can identify pain points that could prevent potential clients from becoming patients.
dr Pearce also addressed this point in his article, adding: "Although a marketing company cannot make the necessary changes, the best marketing companies have internal mechanisms that help each of their clients improve the process." Although the marketing agency does not for While the low conversion rate is to blame, it can still help increase the conversion rate to an acceptable level if the dentist is willing to work with them.
However, in my experience, quality sutures do not always result in quality patients immediately. You can call her and ask her to set up a first date, but the work shouldn't stop there. like dr Pierce says, "Good patients don't just walk in and say, 'Doctor, where have you been all my life?'" Yes, to optimal dentistry. From this starting point, the team will nurture and develop patients' understanding and value of optimal dental care.” The same is true of any type of business. Luckily, a business owner is helped when they're not used to thinking about prospects and customers in this way. A marketing agency can work with them to identify opportunities and convert more leads into high-quality, long-term customers.
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Lean on your partner, but also contribute
If sales and marketing don't come naturally to you or your team, finding a good agency to work with is crucial. However, for this partnership to be successful, you must be open to opportunity and willing to change the way you approach and interact with prospects. Be sure to ask your marketing partner if they offer sales training or resources to improve your sales approach. At the very least, they sometimes have materials you can use and distribute to your reps, as well as tips for handling incoming leads.
My company offers resources on how to handle new leads who want to train office workers how to handle phone calls and place orders as part of all their digital marketing efforts. You can also ask your marketing company to record phone calls to get an idea of how your incoming calls are being handled. It's a great way to provide concrete examples of what's going well and improve your sales process. In short, the more you empower yourself and your employees, the more productive your partnership will be.
It's also important to be honest with your marketing partner. It is not enough to express your satisfaction or dissatisfaction with the service. If you really want to benefit from the partnership, please provide the details. Take notes and let your marketing agency know exactly what you're not happy with and why. Give specific examples of what you think is not what you expected, especially if the relationship is new. When you provide detailed feedback, your marketing partner can better tailor and tailor campaigns to your specific needs, and you'll get more quality leads.
When things are going well and you've found the middle ground, beware of complacency. When things are going well, it's easy to fall back into old habits and then the results start to slip. To avoid this, ask your marketing partner to subscribe regularly (if you haven't already) to receive a status report. These regular calls will help you and your partner nail your marketing strategies, and it's a good time to talk about what's working and what's not. Regular meetings keep your marketing partner up to date and hold you and your employees accountable.
So who's to blame when threads don't work? A sales or marketing agency? In my experience, it's never been anyone's fault, and playing blame games isn't going to get you anywhere. Pointing the finger at the marketing agency for not having quality leads or at the company for not selling will not solve anything. Real progress comes when the marketing agency and the company come together as partners to achieve better results.