Going to the dentist is inconvenient. The appointment time breaks into my schedule for the day. It also takes time that would be billable otherwise. It is understandable that I did not go out of my way to make an appointment.
About a week ago, I got a flyer in the mail from another dentist. It talked about all of their high-tech equipment and it announced same-day appointments and evening and Saturday hours. The flyer also had coupons. The flyer was enough to make me realize that I would “love” to go during the evening hours.
My previous dentist couldn’t get me to go in for free – it would have cost me absolutely nothing except time. But the new dentist focused on my pain (not tooth pain) and responded in a way that made me excited to receive the flyer and make an appointment.
How many opportunities are you missing because you are not speaking to your clients’ pain?
