Have you ever sent out a brilliant email and heard only crickets? In this episode of Leading with Health I explain why that happens and what to do differently.
1:30 – JM: “People have this brilliant email, they figured out exactly who to send it to – and they send it out and it’s crickets. They get nothing. And what they want to know is what are they doing wrong? What’s wrong with the email? And they literally are like, can you edit this? What can you do? But the focus here shouldn’t be on the email. That’s not the problem. They want to know what should they have said? Or did they send it at the wrong time? But there’s no magical formula about this. There’s nothing because the magic is just connection. If you didn’t build a relationship, the odds are, they’re not going to respond to your email.”
3:49 – JM: “There’s this dream people have that there is a perfect email that you can send to the perfect person and they will instantly want to buy. And it just doesn’t work that way, especially in healthcare where people are often selling more expensive or long-term services. And no one’s going to make a decision quickly, certainly no health system.”
5:35 – JM: “I want you to think about it and pick a few people who you think would likely be really great customers. And I want you to make it your goal then to land them as customers … it’s the same approach I’m always talking about, which is building relationships. Except when you pull out a few key people to really target in this kind of an approach, you have to get even more personalized. You double down on that connection.”
7:30 – JM: “Social media is the easiest entry point for everybody. It is literally where you have a chance of meeting people who would never answer an email from you in a thousand years.”
10:41 – JM: “So if you want them to respond to your emails, you’re going to have to do all the heavy lifting ahead of time, because you want them to know you and to trust your offer, and to trust that it’s going to be a value to them from the very beginning.”
Photo by Volodymyr Hryshchenko on Unsplash