Increase Your Bottom Line Article originally from September 15th, 2017 FPC Newsletter
Written by Mary Guirovich
Increase Your Bottom Line in 5 Minutes
It only takes 5 minutes for a slow, disorganized person to submit their stats on the FPC Portal. So why is it that so many clinics fail to do so? What I hear is lack of time, access to the portal, not being assigned the task, keeping stats differently in the office, not wanting to look at the numbers, it’s all zeros, I don’t want my staff to know my numbers, etc… This reminds me of the “dog ate the homework” mentality. The truth is if you’re not putting your stats in then FPC has failed to communicate the value to you, much the same way when your patients don’t sign in an ROF or complete part of your program. So we will shoulder the responsibility.
To put it frankly when you fail to communicate your stats to FPC you are chasing feelings, putting out fires, may be consumed by fear, avoiding the uncomfortable, playing it safe, or you fail to dream even bigger**. I could dig into each one of these, but I imagine you have already connected with one or have thought no that’s not me I don’t do it because…
Have you ever called FPC stating my marketing’s not working? Without stats, the FPC team member needs to ask you at least 8 questions to determine if that’s the case.
1) What type of marketing are you doing?
2) When did you run the marketing?
3) Where was the marketing run?
4) What was the reach of your marketing?
5)Have you used the ad before? If no was your ad reviewed?
6) How much does it cost?
7) How many leads did you get?
8) How many attendees did you have registered for the talk?
Let’s break it down. If you tell me you paid $2000 for a newspaper ad and had 15 people at your talk and closed 5, you may think that it’s your marketing. But there are missing pieces to the puzzle how many leads did the 15 people come from? If the answer is seven then maybe the marketing could be better if the answer is 13 then it’s not the marketing it’s the qualifying call. But maybe even still the 15 people at the talk were from 40 people registered. Then we need to look at the lead flow and the confirmation call for the talk.
Let’s say you pay $500 for a newspaper ad have seven people at your talk but you need 12 people at your talk to hit your goal. You may think your marketing isn’t working. Not the case, you are only paying $71.43 per butt in a seat.
Let’s say you do a Facebook ad and get ten leads to a talk for $500. But you just did a Newspaper ad for $500 and only got five people to your talk when you were expecting ten like Facebook, so we decide Newspaper doesn’t work. When in fact it does work just fine because your cost per butt in the seat is under $125. But this is where you miss out. You are now told the marketing is working and dismiss it. When in fact your losing money because the five people at your talk where from 5 leads because your qualifying staff isn’t asking for the spouse and guest to come.
A marketing call with a clinic that is entering stats can look something like this. Director, Specialist, or Coach looks at the client’s stats and notices that the cost per attendee at the talk is $225 which is high generally speaking. They then notice that the lead to attendee ratio is 40% (this should be 100%) we now know that we are getting the leads and need to work on the qualifying call. We also notice that the attendee show rate is 25%. This leads FPC to ask two questions. Where are you having the talk? Have you trained your staff lately on the qualifying and confirmation calls?
In the last example, you notice that we are working on the broken functions in the office not recreating the marketing piece. So for the same invest in marketing, we will change the clinic’s bottom line. By correcting the qualifying call and confirmation of the talk process. Simply by submitting the numbers in the FPC portal.
Marketing Cost $2000- $2000
Attendees at Talk 15-20
Cost Per Attendee$133.33 – $100
Event Close Rate 40%-40%
ROF’s Scheduled 6-8
ROF Close Rate 50%-50%
ROF’s Closed 3-4
A 25% increase on your ROI all because you invested the 5 minutes a week to input stats.
**For those of you doing just fine and closing great at the talk and the ROF. Would you like to know when you should increase your package price? Would you like to be directed to having more strategy calls on what your next step is? Would you like to have another set of eyes watching just in case something goes wrong, or you hire new staff members? Would you like to know that your marketing is killing it and so are you so you should invest more in marketing?
Click on the link to submit your stats now!
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