First. Know your potential customers/clients

If I was to employ someone to assist me with my marketing I would like them to know and understand what I do. Not in depth, of course, that would come after an initial call but I would like to think that they would bother to find out a little bit more about me.

The person who does help me did and continues to reflect what I do, the services I provide and so on – they are a professional and apply their knowledge, experience and skills for the benefit of their clients.

It seems that many Linkedin users who sell marketing services put the words, “dentist or dentistry” into a search and then send an invitation to connect so that they can sell me their services.

A recent typical message was, “Hey Alun, we’d like to send you 15-30 new clients in and around your area who are looking for a dental practice, do you have capacity for more clients right now?” My answer was, “Those individuals would be patients were I looking and I’m not. I wish you well.”

And somebody please save me from the host of individuals who want to help me find more Invisalign leads, especially in the “Greater New York” area…

As a client said to me recently, “SOME marketing people are the 21st century equivalent of Yellow Pages salespeople” – and I suppose in some ways they are.

 

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