Opticians 50 ways to get new clients

Transcript

1. Great to Paul Green meet you 50 ways to get new clients for your practice in 2016
2. We asked you… What do you love about running your practice? And what do you hate?
3. What do you want to achieve with your business? And what’s holding you back?
4. Independent Practice Growth UK Owned and run by Richard Pakey FBDO and Paul Green
5. Working with 40+ practice owners Guaranteeing growth in their business
6. Paul Green Journalist for 13 years Started first business in 2005 (it evolved into Growth UK) Published author of 5 marketing books
7. 5,094 practice owners & managers now have a copy
8. Clare Spittle Head of done for you Our done for you team Ben Smith Growth consultant Charlie cooke Growth consultant James Lyon Writer Stacey Fletcher Writer Sorcha Exworthy Writer
9. Andy Edwards Marketing strategy + tactics Some of our 15 mentors Emma Wynne Get more from your staff Emily Keal Social media Jonathan Leech (optom) Growing a practice (mix of sector specific and subject specific. They are all business owners)
10. The world is changing Your marketing strategy and the tactics you use need to be updated – quickly...
11. The least efficient strategy is the one most practices use... HOPE
12. Let's put some context on this urgency...
13. It's happening in dentistry It's happening in veterinary And it's definitely still happening in optics CHANGE
14. Toughest market ever known for independents Every week 2 more close down or flip into franchise
15. The latest official market share figures Mintel optical goods and eyecare report Feb 2015
16. Specsavers Based on sales of optical goods 35% market share Up from 23% in 2010
17. Vision Express Based on sales of optical goods 12% market share Flat: 11% in 2010
18. Boots Opticians Based on sales of optical goods 15% market share No figure reported in 2010 data
19. Optical Express Based on sales of optical goods 2% market share No figure reported in 2010 data
20. Tesco/Asda Based on sales of optical goods 2% market share each No figure reported in 2010 data
21. Based on sales of optical goods 3% market share No figure reported in 2010 data Pureplay internet (no bricks & mortar retail presence)
22. Based on sales of optical goods 29% market share Up from 28% in 2014 Down from 41% in 2010 Independent practices
23. And the independent share of the sector is still shrinking...
24. Fast forward a decade or so, and we believe there will only be 500 owners of independents left (We call these the Wealthy 500)
25. Here's your growth strategy for the next 3 years
26. 1) Get more new clients 2) Get them to buy more often 3) Get them to spend more
27. What do you do right now? To positively affect your reputation To get people's attention To generate leads To close sales
28. YOUR STRATEGY for a world class reputation
29. Your position in people's mind has little to do with reality It's all about what people PERCEIVE about your practice
30. Problem is... the average member of the public doesn't know what they don't know...
31. In fact, they treat you just like a plumber (what an insult!)
32. You need True marketing differentiation PR Social media Formal referral campaign
33. YOUR STRATEGY to catch people's attention at exactly the moment they need a new optician
34. Interruption marketing is wasting your resources
35. When is the best time to catch someone's attention? When they're already looking for a new practice
36. You need A better Google position To spend money with Google To spend money with Facebook
37. YOUR STRATEGY to generate smoking hot leads who are just about ready to buy... and then get them to commit
38. Ethical bribe Auto responder Book an eye test Follow-up Data capture: Build a unique database of prospects Traffic
39. People only buy when they are ready to buy
40. Easy first purchase
41. 3 tier options
42. True differentiation
43. What really makes you different from all of the other opticians in your area?
44. Service Quality Price
45. Based on the strategies we've talked about today... which of these tactics most excite you?
46. 7 tactics with great potential ROI
47. Number 10 Track where quality clients come from
48. Number 19 Phone prospects. Phone existing clients too
49. Number 22 Social proof
50. Number 27 Targeted postcard campaigns
51. Number 38 Find something to guarantee. What do you already do?
52. Number 46 Cialdini your practice
53. Number 50 Invest 60 minutes a day
54. It's exciting stuff! But there's a problem... you're going to get back to the practice, excited to make change happen, but...
55. THINGS ARE GOING TO GET IN THE WAY
56. Unfortunately, we're all running out of time!
57. According to World Health Organisation stats, a person alive today has a certain life expectancy. What is that, in months?
58. It’s 953 months If you’re 30, you have 593 months left If you’re 40, you have 473 months left If you’re 50, you have 353 months left If you’re 60, you have 233 months left Gulp!
59. Which begs the question... How will you feel if you haven’t changed your business in 12 months’ time?
60. This is why we do what we do Introducing the Practice Growth Programme 40+ practice owners already trust us to help them grow their business
61. It's made up of four key elements
62. 121 mentoring You’ll work closely with optical mentors who have already achieved what you want to do Or subject-specific experts who will keep you focused on what works Accountability + motivation + someone who understands
63. Monthly implementation days Once a month you’ll meet with other non-competing practice owners for Knowledge Implementation discussions Community of like-minded opticians
64. Support network Increase your confidence and competence Phone ~ email ~ private Facebook group Whatever you’re trying to achieve, we put you in touch with someone who’s successfully done it before
65. THE MOST IMPORTANT PART Hard work done for you Growth UK’s “done for you” team does anything they can that frees you to focus on the things that only you can do Including everything we’ve talked about today (and more)
66. Guarantee 1 Area exclusivity Guarantee 2 Return of double your investment
67. Let’s talk hello@opticiansmarketing.co.uk 01908 88 88 38 (weekdays 9am to 5pm) www.facebook.com/opticiansmarketing www.twitter.com/opticiansgrowth