PlusOne – Marketing Musings

I was reading a newsletter article from Ari Galper’s Unlock the Game newsletter. In it he discusses this scenario:

I’ve worked with a prospect for quite a while, and we’ve had great conversations, and they’ve expressed interest in our solution — and then all of a sudden everything stops. I try calling them back once or twice. I even send a follow-up e-mail, but nothing. They just disappear. And I figure I’ve lost the sale, and I don’t know what I did wrong, or what to do next. It makes selling feel like such a painful and arduous process.”

Of course this situation can occur with existing clients as well.

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It is becoming increasingly popular in may businesses – the use of SMS to send reminders. This study eMJA: Use of SMS text messaging to improve outpatient attendance proves the point, with up to 23% less no-shows. Thesee results from this 2004 study will be further improved with the ability of many standard home phones being capable of delivery voice versions based on text content.

Results:

2151 patients were scheduled to attend a clinic in September; 1382 of these (64.2%) gave a mobile telephone contact number and were sent an SMS reminder (trial group). Corresponding numbers in the control group were 2276 scheduled to attend and 1482 (65.1%) who gave a mobile telephone number. The FTA rate for individual clinics was 12%–16% for the trial group, and 19%–39% for the control group. Overall FTA rate was significantly lower in the trial group than in the control group (14.2% v 23.4%; P < 0.001).

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