The YES/NO Rule: A Fundamental of Crafting Your Offer
Hey everyone, this is Dr. George Birnbach and I want to talk about marketing for a minute.
A lot of times we get caught up into all the cool things about marketing and diversification and this cool headline or that cool funnel and different ways to strategize, but people forget some of the fundamentals and the reasons why people buy has a lot more to do than excitement or frustration or emotion. So, if we dive deeper into that psychology of why your patients decide to begin a program with you, it really only boils down to a few things.
First, they’ve finally decided that this is what they need and what you’re offering makes sense to them. In other words, they’re tipping from that frustrated emotion into logic and then, number two, they’ve concluded that you’re the person who can get them the transformation that they don’t think other people might be able to get them for the price or in the process or in the time frame that you’re offering it. So these two crucial things are critical to an offer strategy or a solution strategy to get someone motivated to actually move forward.
And that matters, right?
Well, there’s one rule in there that’s probably more fundamental than the rest and it’s called the yes or no rule.
When you create an offer, whether it’s for a care program of chiropractic visits or whether it’s for a nutrition program or a laser therapy program, when you’re creating any offer, use the yes and no rule, right? Because your offer should only be a yes or no option. Yes, we’re gonna do it, or no, we’re not gonna do it.
Now, once you get a no, you can do an objection handling cycle or you can move forward with a counter offer, a down sell or an upsell, but your initial offer should be, does that make sense? Are you in? It’s a yes or a no, you see, because they’ve already decided whether they want to do it before you make that offer. You see what I mean? And that’s important for you to understand, that it’s clear, it’s simple and it gets buy-in. It gets them motivated to trip through the emotion into the logic and say, you know what? I’m making that decision. Too many people avoid this and they try to make it, like, a this or that decision. We can do this, or we can do that. That creates confusion. Do you want to work together or do you not want to work together? If they say yes, the rest are logistics. Well, we can do this, or we could do that now that we’ve made that initial decision. But there has to be that initial decision, I’m or I’m not in, I want to, or I don’t want to. And we can take that system, we can take that concept and use it on single page offers. We can use it to create the urgency. We can use it on simple calls to action when we’re moving forward.
Just remember that the moment that you get the yes, all you should be concerned about is making the point from that decision forward, as smooth as possible. You handle the money smoothly, you handle the scheduling smoothly, but that initial buy-in should be a yes or a no decision, because although we look at a practice in marketing and delivery and money and administrative systems and other personal skills, we look at all these different elements. What really generates income for your practice is you making an offer and someone saying yes.
So keep it simple, use that yes or no rule, and you’re gonna find a lot more people say yes than even consider saying no. All right, I’ll talk to you all real soon.