Professional Practices!

At last!

A psychologically subtle but
extremely effective plan that
magnetically attracts
new clients and patients to your practice

A remarkably persuasive strategy that
subconsciously influences & motivates
patients and clients to accept the
recommendations and options you present

A process that significantly increases
the number of people
who give you even more business and
steadily refer others to your practice

Did you know that if you are an attorney, a doctor, a financial consultant, a dentist, a chiropractor, an accountant, or in any other kind of professional practice, your prospects and your current clientele aren’t making their decision to give you their business based on how good you are at what you do?

I know, I know, it isn’t something anyone likes to hear, but it’s true nonetheless. So what is the deciding factor that motivates them to choose you instead of someone else?

The reason someone decides to choose you is because they have subconsciously built up such a positive perception of you that it “just feels right” to them.  That positive perception is what gives them the confidence to believe in you, to trust you, to want to have a relationship with you and your practice.

“What can I do so that my
clients or patients and prospects
develop a strong positive perception of me?”

First, you need to know how perceptions are created.  Without even being aware of it, the subconscious mind collects dozens of little “clues” about you and your practice from everything you could possibly imagine:  the location of your office, the condition of the parking lot, the appearance of the building you’re in, the way they are greeted and treated by your staff, the décor, ambience and condition of your office (including the bathroom), the manner in which you and your staff dress, what they hear going on in the background, any scent they might smell, way they feel when they’re in your office (call it a vibe) – the list is endless. 

And the result or conclusion they end up with, is a perception of what they have “figured out”, and now believe, you and your practice to be.

And as you’ve heard many times before:
“Perception is Reality”

This perception they’ve put together forms their belief system about who you are and what they can expect being your client or patient.  It heavily influences the conclusions they come to about how good you are at what you do, the quality of the service you perform, how trustworthy they consider you to be, how safe they are in your hands, how they feel about your staff and the kind of treatment they can expect from them, and yes, whether or not they just plain old like you.

What does this mean to me?

What this means is that as far as they’re concerned, the perception they develop about you and your practice is what they believe to be true about you and your practice.  Every little “clue” they come across and file away, no matter how small and seemingly inconsequential, becomes a piece of the perception they’re putting together about you.

What do I need to do?

• If you want more clients or patients
• if you want to retain the ones you already have and get even more of their business
• if you want your patients and clients to be a regular source of referrals

you must create and maintain
perceptions that inspire this

And the way you do this is to carefully design and manage the Experiences your clients or patients have with you.

It’s up to you to take control

If you are not in control of the Experiences your clients, patients and prospects are receiving right now, you are not in control of the perceptions they are developing of you.  Remember…

• It’s those perceptions that influence whether or not they choose you.
• It’s those perceptions that influence whether or not they accept the recommendations and options you present to them
• It’s those perceptions that influence whether or not they give you even more business
• It’s those perceptions that influence whether or not they stay with you. 
• It’s those perceptions that influence whether or not they feel confident referring other people to you
  
  

How do I design the kind of Experience
that motivates my ideal clients or patients
to choosemy practice??

Well, you can wing it and spruce up a little bit here, make a few changes there, and hope for the best…

OR

You can get serious about it and identify appealing and appropriate Experiences for your particular clientele, work out strategies to integrate them into your practice, and with the help of your staff, implement them.

But creating Experiences isn’t my area of expertise…

That’s why you should seriously consider getting some guidance and support from someone for whom this is their area of expertise, someone who has been creating and “renovating” Experiences for professional practices for a long time.

This is exactly what I’ve been busy doing for years, and the results will be just as effective for you as they have been for all my other clients.  There is so much you can do to influence the perception your prospects and current clientele have of you, and there is so much you can do to increase the percentage of clients and patients who say “yes” to the options you present to them, and there is so much you can do to motivate them to not only give you more of their business, but to refer friends, family and colleagues to your practice, too.

I have a lot on my plate, why do I have to do this now?

Because by doing nothing, you are still doing something, and that something is probably not in your best interests.

Something that might not cast you in the best light, something that may not be advantageous to you or your practice, something that does not positively influence the perception your current patients or clients as well as your prospective patients or clients receive about you.

So you can help me with this?

Absolutely!  We’ll work together and customize the most appropriate and appealing Experiences that will have the biggest impact on creating the kind of perceptions that will influence and motivate prospects to want to be your client or your patient. 

And, of course, we’ll make sure that your current patients and clients continue to receive the kind of satisfying Experiences that encourage them to want to stay with you and give you even more of their business.

What will we actually do?

• We’ll focus on determining just who your Ideal Clients or Patients are, and the most effective ways to attract them
• We’ll focus on determining what Experiences will resonate with them so that they feel totally confident in your expertise and the results you’ll deliver
• We’ll focus on meticulously planning Experiences that inspire trust and confidence, so that they will readily accept the course of action you know it is in their best interests to take
• We’ll focus on executing these Experiences in order to encourage them to not only continue to give you even more of their business, but to be a steady source of referrals as well

And we’ll focus on all the little things that
stimulate and encourage their loyalty, and
cause them to genuinely like being a part of your practice.

 

What IS the first step? We’ll start out with a complimentary 30-minute Business Strategy Session which will give you the opportunity to tell me: all about your practice what your needs and goals are, what you would ideally like to accomplish the biggest challenges you and your practice are facing right now the course of action you believe would add to your revenue the fastest what you would be able to implement the most easily and quickly the items or courses of actions you feel would produce the biggest improvement in your practice, both short term and long term What happens next? After the Strategy Session, you’ll know whether or not you’re ready to make the commitment to deliver the kind of Experiences that tip the scales in your favor and positively influence how your patients, clients and prospects perceive you and your practice. You have three different options.  As you’ll see, each offers a very distinct level of commitment and engagement; the best choice for you might not be the most effective one for someone else. The “just give me some ideas and I’ll take it from there” option After your complimentary Business Strategy Session, I’ll have a pretty good idea of what it is that you do, where you are right now, and the issues you most want to address. Using that information, we’ll have a one-hour brain-storming session to identify what you can do right now to enhance the Experiences your clients or patients are currently having with your practice. Most clients prefer to take up to a week to mull things over before our second call, which is a 30-minute implementation session that focuses on the most realistic strategies that will enable you to execute the Experiences you’ve chosen to put into effect immediately.  The particulars:  you receive one and a half hours of consultation time for $997, plus the complimentary 30-minute Business Strategy Session.   And so you don’t need to distract yourself taking notes, you’ll receive an mp3 recording of your calls so you can go back and refer to them as often as you like. The “I’d like a little more direction and support” option Now that we’ve had our Business Strategy Session and I’m more familiar with your practice, we’ll have a one-hour brainstorming call to determine the precise issues or areas of your practice you want to work on first. We’ll zero in on identifying and improving the Experiences that will influence your current patients or clients, and your prospects the most.   We’ll examine how you might improve or initiate specific Experiences so that you can better control how they perceive you and your practice. We’ll concentrate on determining which of these Experiences would have the greatest impact, are the most cost-effective and the easiest to put into place right now. Our second call is also for an hour, during which time we’ll work out how you are going to execute the ideas we came up with in the brainstorming session. We’ll formulate a plan and then identify the most practical strategies to carry out the plan. We’ll break each strategy down into easy, manageable steps so that you have an exact blueprint to follow   We’ll identify which strategies have a short timeframe and which involve a longer timeframe.  Once we’ve determined that, then we’ll map out an action plan and prioritize the order in which each step should be taken. In order to optimize both the amount of time it will take to accomplish everything, as well as the amount of time you personally have put in on it, we’ll determine which steps can be delegated and which staff members are the most qualified to perform them. The next call is 30 minutes.  You’ll update me on your progress, we’ll address any challenges or unexpected issues that may have cropped up, and you’ll have the opportunity to ask questions about anything you’re not clear on. It may turn out that we have to revise part of the action plan because, for whatever reason, it’s either not possible or not practical to follow it the way it was originally laid out.  You may discover certain steps are taking longer than envisioned or that the staff member assigned to a certain task is not up to the job.  Sometimes particular actions produce unintended results or consequences, that were not foreseen when we formulated the original plan.  So we’ll adjust the plan to fit the current situation. On the fourth call, we review how far you’ve progressed, what’s working, what’s not going according to plan and how to get things back on track.  We may need to tweak the plan again to take into account the realities you’re encountering.  This call is also 30 minutes long. All the calls after the brainstorming call can be scheduled as closely or as far apart as you’d like, because every client’s needs are different and a predetermined timetable just isn’t as effective as when-it’s-right-for-me appointments. The particulars:  you receive three hours of consultation time for $1497, as well as the complimentary 30-minute Business Strategy Session.  And in order to eliminate the distraction of taking notes, you’ll receive an mp3 recording of all your calls so you can go back and refer to them as often as you like. The “I’m really serious, let’s go for it” option When you’re in it to win it, and win it big, this is the one for you.  A full 15 hours of coaching and consulting time, which will give you the same features and benefits as the previous option with an additional 11 hours of follow-up stay-on-track calls to make sure all of the Experiences you've decided to integrate into your practice are fully implemented and functioning.  Many clients choose to have the staff members who are working on certain elements of the project make use of some of these calls in order to get them and keep them engaged in the process, so that they feel they have a stake in it’s success.  Staff who feel ownership with an “Experience Renovation” are far more likely to make the plan you’ve chosen a reality, and to encourage their colleagues to get with the program and keep them on board until what was once novel and new has become, “This is just the way we do things around here.” In addition, as many of your employees as you wish are invited to participate in a group mastermind call once a month with the staff of other professional practices, so that they can share with each other what works, what doesn’t work, pick up or offer approaches and tactics the others haven’t thought of, and ask and give advice to each other.  It can be difficult to find the time, but the feedback about these mastermind calls has been really terrific, and after your staff sees for themselves how useful – and yes, fun! –  they are, they’ll make the time. As a special add-on for clients who choose this top-tier option, I have arranged for a colleague of mine, Chris Mullins, The Phone Sales Doctor, to work with your staff once a month for three months.  The focus of these 30-minute calls is on telephone sales skills that will give them the training and the tools to “make every call pay”.   Remember, the telephone is usually the very first Experience a prospect has with your practice, so the more appealing it is, the more positive “clues” are added to the perception they are forming of your practice. The particulars:  you receive a full 15 hours of consultation time for $5668, plus the complimentary 30-minute Business Strategy Session.  If you’d prefer to break it down into four consecutive monthly installments, that would be $1417 per month.

How do I arrange for my
complimentary Business Strategy Session?

Very simple; send an email to sydney@sydneybarrows.com, and we’ll set it up.  You’ll receive a short agenda for the Strategy Session, which will enable us to use our time together more effectively.  The call will be recorded too, so you don’t have to worry about taking notes.

You owe it to yourself and to your practice to deliver the kind of Experiences that help people form favorable perceptions of you.   These positive perceptions will then influence and motivate them to want to be a part of your practice so that they can benefit from the services you so ably and effectively provide.  Isn’t that a classic win-win situation?!?

So write that email right now and let’s get started!

Sydney