Day 20: How to get inactive prospects to respond back to you
Published: Sat, 06/11/16
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A recent Northwestern University study that examined doctors’ visits with patients revealed insight that can affect how prospects perceive you during an initial interaction.
The study, published in the Journal of Participatory Medicine, analyzed doctors’ first-time interactions with patients suffering from common colds. The doctors used paper charts (computerized systems were removed so attention could focus on nonverbal cues) and spent about 3.5 minutes with each patient.
Following the visits, each patient was asked questions to help measure their perception of their doctor’s empathy and likeability, as well as the “connectedness” they felt toward their doctor.
Researchers then analyzed the video recordings second-by-second, paying close attention to nonverbal communication. They concluded that while social touch and visit length can play a role in a patient’s perception of empathy, one factor was the most critical to establishing trust …
Eye contact.
This simple action, researchers stressed, can lead to patients who return for care, adhere to medical advice and stay with the same providers.
Makes sense, doesn’t it?
After all, eye contact shows you’re focused and paying attention. It also indicates openness in communication.
But here’s the problem:
For many entrepreneurs and executives, the first communication with prospects isn’t always face-to-face. So you can’t make eye contact. As such, you miss opportunities to establish instant trust.
For instance, let’s say someone submits an inquiry through your website or emails you about your services. What do you do?
Typically, you might reply with an email that introduces yourself, answers any questions and provides an offer to further assist.
Right?
Prospects who submit inquiries online expect these types of responses -- and that’s fine. Many companies follow this approach.
However, what I recommend to my clients (especially those with too many prospects who don’t respond/engage after an initial inquiry) is to reply back with a video message. Simply record a quick video that addresses your prospect’s inquiry and introduces yourself.
Keep in mind, your prospects don’t expect to see a video … your face and eye contact … or a personalized message.
All these factors work to your advantage.
Think about this for a minute …
When you see someone for the first time, you instantly create an impression. Your intuition tells you if you like that person or sense a bad feeling. Whether positive or negative, these first impressions last.
So how to do you feel about people who go beyond what’s expected to help you?
You remember these people. You hold them in higher regard. You look for ways to return the favor.
Fortunately, you achieve this status every time you go beyond what your prospects expect. Your first interaction is just the starting point.
COOL TOOL: Screencast-O-Matic is my favorite way to record prospect videos fast. With the push of a button, you can record a screencast video for free (while also using your webcam) and share a link that plays your message.
Talk soon,
Tom
NOTE: This is Day 20 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
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