Jay Abraham's Case Study #213
Risk Reversal to the Rescue.
I simply gave them a 'better than risk-free' guarantee that stated they would be happy with the response from the ad or it was free.
And they could keep the 'special report' as a thanks for trying us. Simple, but so effective.
I went from nobody signing on to almost everyone signing on.
~ Randy Diefel
Jay, Here is my personal story.
My name is Guoen Wang. I am a practitioner of Chinese herbal medicine and acupuncture. Until a year ago, I had been teaching and practicing medicine at one of the best acupuncture school located in Austin Texas.
In June 2001, I opened my own office. I applied a few strategies which I learned from Jay to grow my business. Here are three of them.
Concept No. 1: People Want To Be Led
First concept is that people want to be led. Each time if a new patient comes to me, after diagnosis and treatment, I will make a treatment plan for that patient. I will fill a treatment plan form. It reads like this. Patient needs come in for acupuncture treatment once a week, for about 6 to 8 weeks. If there are herbs prescribed, I also write down how often and how much herbs to take.
Before I use this treatment plan form, I find out 30 to 40 percent of patients did not return. Even the ones did, most of them may not finish a whole treatment course. Since I started to use this form, a lot more patients have come back and finished the treatment plan, and of course get good results with their health. So, patients win and I win.
Concept No. 2: Contact Inactive Clients
Second concept is to contact inactive clients. I have about 800 clients on my data base. I just hired a part time receptionist 2 weeks ago. I pulled about 40 inactive patients' contact information and had the receptionist contact them by phone. By doing that, within a week, 6 of them came in for acupuncture treatment, and most of them will have 6 to 8 acupuncture treatment in next 2 months. This application of 40 phone calls to inactive clients will generate $3000 in 2 months. To me, that is very good.
Concept No. 3: Combination of Risk Reversal and Back End
The 3rd concept is combination of risk reversal and back end. In my business, it is repetitive business. One of the difficult part is to get patient come in the first time. Once patient comes and knows about my service, most of them will want more.
Instead of charging higher new patient fee, I decided to give my first treatment for free. Last week, I printed and mailed 3 new patient welcome coupons to each of the selected 50 of my existing clients who had referred patients to me in the past. The referrals keep coming. My practice just kept growing and growing. I just hired a part time receptionist 2 weeks ago, and I have to hire another one next to help to handle the increased business.
Guoen Wang