🤝 How To Convert More Appointments Into Clients

Good morning.

We’re already 10% of the way into the year. Can you believe it?

A quick personal win to share.

This year, I intend to transition from writing weekly to writing daily. I failed in my first attempt last October when I wrote for the first 13 consecutive days of 30.

This past Sunday marked 30 days straight of writing 250 words or more. 🥳

Every day is a new opportunity to start a new streak, create a new habit, implement a new tactic, or do something that brings you joy. You likely won’t achieve your goals in your first attempt. Learn, and start again.

What’s a small (or big) personal win that you’ve had already in 2024? Hit reply and let me know. I would love to celebrate with you!

Alrighty then, this week we’re talking about:

• A Simple Hack to Help You Communicate More Effectively

• How To Convert More Appointments Into Clients

• Transform Your Newsletter Goals Into Reality

Let’s get into it.

— Gordon

Everyday Insights 👀 
Keeping you in the know

• A Simple Hack to Help You Communicate More Effectively [Harvard Business Review]

• New Report Looks at Evolving Social Media Usage Trends [Social Media Today]

• the thing no one will say about Apple Vision Pro [Casey Neistat via YouTube]

How To Convert More Appointments Into Clients 🤝

Last week, I had notable experiences with two service businesses. One painting company and one health clinic.

Each reminded me how the process of scheduling and holding appointments can impact our ability to close the sale and gain new clients.

Unfortunately, most businesses haven’t thought through this experience (and potential first impression).

Limited and inefficient scheduling options create a wall between the consumer and the solution to their problem (your business). After they schedule an appointment, consumers don’t know who they are meeting with, what to expect during the appointment, or how to be prepared for it.

Creating a simple and effective system to schedule appointments and convert more new clients is easier than you think.

The best part is once the process is outlined and the system is implemented, it provides a great first experience that runs on auto-pilot.

The secret is not what you say or do during the appointment, it’s all about what happens before the appointment.

Here’s the system.

Step 1: Simplify The Scheduling Process

Make the scheduling process easy, like Sunday morning.

If potential clients have to call and wait on hold for 15 minutes or get stuck in an infuriating menu system just to set an appointment, you won't even get the appointment, let alone the business. They'll go elsewhere for the service.

I sat on hold two separate times for more than 15 minutes, attempting to schedule an appointment at a health clinic, and gave up. I called another clinic, and they picked up on the first ring and went right into their process after I briefly described what I was looking to schedule.

Because they made it easy, they had a new customer booked in just a few minutes. Boom. Sold.

A lot of consumers, including me, dread having to call to set an appointment. We’re expecting it to be a hassle and a waste of time.

Use Calendly or Acuity Scheduling to make the process fast, easy, and seamless. Calendly lets you direct consumers to a standalone scheduling page or embed appointment options on your website or even in an email.

The painting company uses Acuity Scheduling, and it was even easier than that second clinic to schedule an appointment.

I had received direct mail from them for years. A simple postcard that showcased their value proposition, capabilities, and social proof. Sending their postcard consistently each year built trust and authority for when I was ready for that service.

I visited their website to learn a little more about the experience I would have when working with them and scheduled an appointment for a day that worked best for me. Boom. Done.

Step 2: Utilize Automation for Appointment Confirmation and Reminders

Leverage automation via the systems mentioned above to confirm the appointment via text and email and send reminders 24 hours prior to the appointment as well as 2 hours before.

People get busy, and they forget. Unfortunately, that wastes their time and yours. Reminders will reduce no-shows and help ensure they are prepared to meet with you.

Most businesses don't have these systems in place, so you'll display your communication skills and organization right out of the gate.

Step 3: Provide an Information Package Prior to The Appointment

Deliver an information package prior to the appointment (via emailed PDF or hardcopy by courier) to do the heavy lifting for you.

In real estate, we call it a pre-listing package, and this "package" should be well-designed and thoughtfully written.

The package should showcase you, your business, your value proposition, client testimonials, what to expect during the initial consultation, as well as the step-by-step process of working with you (e.g., steps to buy a home).

It should cover FAQs and subtly address objections throughout.

While you might think it’s too soon to share this much information, and it could lead to cancellations or consumers going to your competitors, it has the opposite effect.

A pre-appointment package helps direct people cut to the chase, and analytical people digest everything ahead of time.

Sharing your brand and process prior to the appointment allows you to actively listen and ask great questions during the appointment to understand their needs, pain points, and what will happen if they don't work with you to solve their problems.

Your competitors will focus on themselves and their sales pitch, and instead, you'll be focused solely on the prospect and what they need.

People remember how you make them feel.

ONWARD TOGETHER.

Together with beehiiv 🐝

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In The Weeds 🌾
Resources so you can dive deeper

• How to decrease sales no-show rates [Calendly]

• 13 expert strategies to improve sales conversion rates [Calendly]

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