How can a sanatorium increase sales of additional medical services.

Date of writing: 14.04.2022

Reading time: 26 minutes

Earlier, we already told you about the components of effective ROI marketing:,. It's time to share the results. Today I will tell you about how, using an integrated approach, in a highly competitive tourism industry, in just six months, we increased the Client's sales by 4 times, having received an ROI of 868%.

Service:
Industry: tourism (sale of vouchers in the sanatorium of Belokurikha)
Internet marketing budget: 85,000 - 167,000 rubles / month. (including the cost of LeadMachine services)
Work period: 6 months.

The client turned to LeadMachine for an increase in sales.

The situation in the industry at the time of the start of the project was unstable: consumers
travel agencies were treated with great distrust, preferring to book tours to health resorts directly. In addition, sanatoriums often offered tourists vouchers with a discount of up to 5%. Our Client could not afford this.

Our task was to dispel the fears of tourists. Offer them something more than just a ticket to a sanatorium. It was necessary to find something that would attract customers regardless of the cost.

1 month. Website Analytics

We start work on each project with a complete site and immersion
to the client's business. This helps us to find not only Internet marketing growth points, but also holes in the sales funnel - blunders due to which the Client loses profit.

Site analytics will help you find weaknesses in the sales funnel and growth points.

The conducted analytics showed the following key errors:

the competitive advantages of the company are not highlighted;
feedback forms are too complicated and contain captcha fields;
there were no blocks inspiring confidence of potential Clients;
the site attracted inappropriate traffic from Google AdWords: there was only one advertising campaign, it was set up incorrectly - starting
from strategy to irrelevant keywords and a list of negative keywords consisting of three queries;
it is difficult for users to navigate the site and understand the conditions for purchasing a ticket;
the work of the sales department specialists raised questions: they did not call back on missed calls, they did not always communicate politely and convincingly
with clients.

Client: “It seems that obvious things are described in the analytics - why didn’t I notice them myself before? We urgently need to fix the mistakes!”

The conversion to an application from the site was minimal - only 1.1%. It was necessary to develop the project in all directions: make changes to the site, attract paid traffic, connect mailing lists, control the work of the sales department. I decided to start with site improvements: it makes no sense to buy traffic to an unprepared site.
We got to work.

The Client spent more than 25,000 rubles on such traffic from Google Adwords. monthly.

2 month. Improvements on the site, collection of semantics

At the very beginning of the journey, it was critically important to fix the errors that destroy the conversion of the site: we removed unnecessary mandatory fields from the feedback forms
and captcha. Highlighted the key advantages of the company and placed them on the banner
on the first screen. They described in detail the advantages of the company, posted photos of employees. The “How to buy a ticket” page has been redesigned — it describes the mechanics of buying a ticket through an agency as clearly as possible.

We made a number of changes that increase the usability of the site and the credibility of the company:

improved site navigation - changed the order and names of subsections
in cards of sanatoriums (“Prices”, “Meals” and others);
set anchors for subsections (previously, when switching to subsections, the page url did not change. We would not be able to link to these sections
in ads in contextual advertising);
price lists on the site began to be placed in a more convenient PDF format;
removed distracting elements from the site header, placed information in it
that the 8-800 line is free;
set up the display of the latest reviews about the company on key pages.

Changed main page of the site.

After the site was improved, we started collecting the semantic core for launching contextual advertising. The old semantic core included only 200 queries, about 80% of which were non-targeted, so the collection started from scratch.

Optimize existing sources of traffic before launching new ones: this will save your advertising budget and reduce the cost per lead.

After analyzing competitors in context, I found that all ads focused on the 5% discount provided. No advertiser
did not indicate other benefits, none indicated the cost of the tour. We have a chance to stand out from the competition.

We set up 42 advertising campaigns for 14 regions of interest. We created 1202 advertisements, each of which described the advantages of the company (the availability of vouchers, transfers) and indicated the actual cost of a voucher in a sanatorium.

3 month. Launch of Yandex.Direct, advertising optimization, implementation of Roistat — ROI 282%

The third month was devoted to setting up and launching advertising campaigns in Yandex.Direct, their subsequent optimization and campaigns in Google AdWords.

Increasing net profit is impossible without optimizing costs - so I began to delve into all the paid tools and services of the Client. First,
what my eyes fell on were huge telephony bills from one of the federal cellular operators. We needed to cut communication costs.

It is not enough to simply increase sales. It is also important to optimize costs.

The most optimal solution was to use ip-telephony with the number 8 (800) for incoming calls and (495) for outgoing calls. We could not connect the existing free line number to sip: we did not allow technical capabilities operator. Therefore, at first, 2 free lines worked at once. A month later, we turned off the old number - and from that moment we really began to feel the savings.

In Google Analytics, I saw the number of applications for each customer acquisition channel, but did not understand which one brings the most profit. A tool was needed that would make the Client's Internet marketing transparent. We started implementing Roistat.

As an experiment, a Roistat widget was placed on the site - “Lead Catcher”. I wanted to see if it could replace the paid CallBackHunter. It turned out that the conversion to a lead through the Lead Catcher was superior to the conversion of CallBackHunter.

Conversion to the application through the "Lead Catcher" Roistat.

The results of the work performed pleased both us and the Client: the conversion to a lead increased to 2.82%, the return on investment in Internet marketing was 282%.
But we wanted more.

4 month. Experiments, CRM and experiments with CRM - ROI 264%

Internet marketing is effective without experimentation. I started experimenting with feedback forms - I needed to see if the replacement of the tour order form would affect the conversion. The conversion of the old form was too low. The implementation of the new form took about a week. Our expectations regarding the increase in conversion were justified: it increased by 3 times.

The increase in the conversion of the tour order form after its optimization

A new online consultant has been introduced to the site. I talked about this experiment in detail in. The widget from JivoSite gave us 8 times more leads than the old online consultant without an active invitation form.

In parallel with the experiments, we wanted to improve the quality of the sales department. This required CRM. We opted for one of the popular CRM systems, purchased one license to evaluate the convenience of work. By the end of the month, data began to be correctly transferred from CRM to Roistat.

While I was happy about the emergence of transparent Internet marketing, the Client was sad
due to the increased volume of work: it was necessary to process applications in one program, issue documents in another, and control payment in a third. It was inconvenient.

Client: “We wanted to simplify the application process, but instead it became more complicated. Of course, it was annoying. Losses of 8,000 rubles, but this is experience "

We decided before it's too late to replace CRM with one in which a full-fledged workflow would be possible. The search for a suitable CRM was planned for the next month.

Look for services that will suit you 100%. From uncomfortable sooner or later you still refuse.

And a new problem awaited us: it turned out that incoming calls from managers from the number (495) alarmed the Clients. They thought that resellers called them from Moscow, and they did not always pick up the phone. It was necessary to purchase a number with a local area code for outgoing calls - Novosibirsk or Barnaul.

Website conversion due to the use of new tools increased to 3.76%,
ROI has slightly decreased compared to the previous month - up to 264%.

5 month. Sold all vouchers in the resort - ROI 738%

As a new CRM, we chose Bitrix24 - a complete document flow was possible in it. Debugging the integration of Bitrix24 with Roistat took several days.

As a result of a long search for a company that provides outgoing ip-telephony, I chose Callobok. There we were offered the most favorable rates and the ability to display our 8-800 number on the Clients' mobile devices. When Clients called managers back, the call was free for them.

So that sales managers do not spend a lot of time processing an incoming call and filling in information about a potential Client, they connected a virtual PBX OnlinePBX.

And as soon as we had to start enjoying the convenient CRM and the new PBX, a terrible thing happened: we had nothing to sell. There are no vacancies left in the sanatoriums for the next two months. We spent money on attracting visitors for whom we had nothing to offer.

Client: “Customers are coming, calls are coming, orders are coming, and I have nothing to sell. I didn't think this would ever happen."

We could not stop advertising campaigns: this would lead to the cancellation of applications
for later trips (Clients in the search engines never indicated the date of arrival), and sales would have dipped. Therefore, we simply reduced the rates for advertisements and began to hope that the Client would be able to agree on additional places in the sanatorium.

Luck was on our side: the client was allocated additional seats. We immediately sent out a mailing list to the database of Clients who could not get to the desired sanatorium due to lack of places. The mailing costs were minimal, but the effect is obvious: we were able to return some of the Clients in this way.

Despite the difficulties, the dynamics of the project's development was positive: conversion to an application from the site increased to 4.15%, ROI in Internet marketing increased to 738%.

6 month. Website improvements, advertising optimization - ROI 868%

In the sixth month, we returned to the site again: we replaced the remaining feedback forms, updated the price lists (added links to go to the tour booking form), turned off insufficiently effective ads in contextual advertising.

The client was concerned about the increased cost of website promotion services from its contractors. I decided to check if the monthly investment in seo is justified. We carried out a full-fledged seo- and tech. site audit. We found out that for more than 2.5 years, the Client's contractors only imitated SEO work, sending the same reports every month. The site was promoted by such low-frequency requests that the amount of traffic received was only 36 clicks per month. Starting next month, we decided to stop using website promotion services.

This is how our Client's sales and ROI increased.

By the seventh month, the conversion to an application from the site was 5.65%, ROI - 868%. A satisfied Client left a review about our work - we share it with you :)

The most important qualities of a selling tourism manager

1. Personal qualities - this is how your manager or, if you sell tours yourself, looks, how he dresses, what tone he speaks and how nice it is to hear his voice from the side.

I'll give you some advice:

If you are a tourism manager yourself, then be sure to work on it. Try to write down your voice and listen from the outside and honestly evaluate - it would be nice for you with such person to communicate on the phone.
If you are the head of a travel agency, then when choosing employees, be sure to pay attention to this and work with existing personnel on their personal qualities by recording telephone conversations.

2. Expertise - this is knowledge of the tourism product, i.e. destinations, countries, resorts, visa regulations, etc. Today, knowledge of the tourism product at a basic level is already Not index your expertise, you can see for yourself that often the tourists themselves know more about the country and read There is a lot of information on the Internet about this.

I will give some tips on what to do to increase your expertise in the eyes of the client:

It is necessary to find some features in each direction, such that they cannot be just find it on the Internet. This is your "trump card" when you say this to a tourist it has a WOW effect. For example, talk about a particular store, a restaurant, a guide or a person who should not (or should) buy souvenirs. Try this trick and you will be surprised how it affects sales.
Every month update your knowledge base in a specific area and always look for such "trump cards".
Try calling other agencies as a tourist and listen to what they say. t about directions (find a few chips for yourself in their stories).

P.S. Many clients go on vacation once a year and for this they save money for a whole year, so they want to entrust their vacation to the experts (although it seems to many that they are only looking for cheap prices).

3. Attitude - this is how the tourism manager and his leader relate to business, to clients, to work and to the industry as a whole.

I can firmly say that your sales depend very much on this. Your thoughts and words are material and the more often you think that this is not the right market and here the clients are all "goats", they are only looking for discounts, they do not value your time and, as a result, buy where it is cheaper, the worse your sales. For some reason, this is exactly what happens, amazing, isn't it?!

The worst thing here is when the leader himself believes in this and shows it to his employees their negative attitude towards business, the market and customers. My advice- watch your words and thoughts, you need to be careful with them!

4. Technique - this is just the use of technology and sales scripts (ready-made speech modules).

The sales process can be divided into the following stages (and your task is to create or use already tested speech modules for each stage):

Discovery is the creation of a trusting relationship with the client at the first contact with him.
Identification of customer needs.
Presentation.
Work with objections.
Closing the deal.

So we discussed what4 important qualitiesa must have for every marketing travel manager. I want to draw your attention to the fact that this is by no means a theory, all these factors have a very strong influence on sales and you should immediately start working on it.

The 4th quality of a selling tourism manager is knowledge of sales techniques. This means that first the manager must understand what stages the process of selling tours consists of and what he must do at each stage, what scripts (speech modules) the manager must create and use.

We followed this whole process and noticed that most managers try to immediately sell tours by phone, voice offers with prices or send tour selections by mail.

We have found that this approach ends up with the client telling you “Thank you, we will think about it” or after sending the collection, the client does not respond to emails or calls at all. And vice versa, we paid attention to the fact that those customers who, after contacting, come to the office (7 out of 10), mainly buy tours, so we decided to develop technology in order to invite the client to the office in the first place.

But there is one big BUT - clients do not agree to come to the office just like that, so we decided to divide the sales process into several stages so that the PURPOSE of the manager was not to sell tours, but to set up and conduct a meeting.

What are the stages of sales

1. Discovery - creating trust in the client at the first contact with him

Unfortunately, our research using phone recordings and mystery shopping at their travel agency and other agencies shows that 90% of managers work very poorly on this and put little effort into it. What is a "discovery" in selling tours by phone?

This is the first contact that the tourism manager makes with the client as soon as the manager takes the application (online application or call). The task of the manager at this stage is to make a bold start and create maximum trust with the client so that the client will be pleased to continue talking with the manager.

Be sure to find out the name of the client;
State your name and company name;
Further address the client only by name;
Use phrases that the client is pleased to hear and which he rarely hears when communicating with managers of other travel agencies. For example: "I will be your personal manager";
You must show that you are ready to make the client happy. For example: “I want to convey gratitude to you from our company for choosing us and trusting us with your vacation. I will do everything in the name of the company to justify your trust.”

2. Identification of customer needs

If I were asked what is most important in the sales process, I would call the stage " Identification of customer needs". BUT for some reason, this is what most agencies put very little effort into, and when you ask them why this happens, they answer: “Clients just want to know the offer and the price right away. I would like that myself. Why spend so much effort on this when more applications can be processed instead?”

Of course, I am surprised by this approach and even more shocked when they spend more time sending offers 20 times and then calling 10 times from different numbers, hoping that the client will pick up the phone. It's sad, you know... It is through identifying the need that you can achieve a meeting in the office (that is, you have a better chance of this) and increase sales conversion.

My advice to you when writing scripts for this step:

Compose all questions in detail to identify the needs of the client. For example: “How many people are traveling, who is traveling, when do you plan to go, where do you want to go, etc.”;
Find out what clients really want from their vacation and what they would like to avoid;
Ask the client about past trips, what they liked then and what not;
Find out what is important for the client when choosing a tour and company.

What points should be paid attention to in the process of identifying customer needs:

More often address the client by name;
After the client's response, give comments;
Show your expertise;
Create new needs;
Create a picture of relaxation in the client's head when identifying needs;
During the conversation, gently remind him of deadlines (for example, that prices are rising every day and places are leaving, since all of Europe is being booked besides us);
Allow the client to speak and at the same time sell to himself.

IMPORTANT POINT: we sell the meeting to the client. After applying the scripts and identifying the needs of the client, there comes the moment of selling the meeting to the client (scheduling a meeting). The most important thing here is to use only those phrases, the answer to which can only be “yes” or “yes”. For example: “Dimitri, I heard you and, in principle, there good options according to your wishes. I have a colleague who recently returned from there and we will show you in the office catalogs with real pictures. When is it convenient for you to come to our office? Will it be 18:00 today?”.

My tips for making an appointment:

Do not use phrases such as: "Could you come to our office?" or “Would it be convenient for you to come to our office?”;
Make an appointment with a very confident voice;
Not to conclude that I myself would not agree and that I myself would like to see the offer first;
After the offer to come to the office, do not justify why this is necessary and do not wait for the client's response;
Agree on a specific time, not "at the end of the week" or "in 2 days during the day."

3. Presentation

After you have identified all the needs of the client, we need to present our proposal at a meeting or by phone. Before I tell you how to properly conduct a presentation, how to write the necessary scripts correctly, I want to show you the difference between two important concepts that we will use in the presentation process - this Property And Benefit.

Let's use an example to show you the difference between them: "I live near the subway" is a property. “It doesn’t take long for me to walk to the subway in the morning” is the benefit of this property. I hope I could show you the difference with an example.

"Why do I need it?" - you ask. And here lies one not big secret of successful sales. When presenting, it is not enough for you to show the properties of the trip or hotel, you must also show what benefits the client will receive due to these properties.

For example, during a presentation, when talking about the territory of the hotel, you can do this: “The territory of the hotel is large and green (property), so you won’t be bored and there is a place where you can take a walk with your child (benefit).”

Make the most complete list of all properties, for example: grounds, hotel location, beach, food (kitchen), rooms, etc.
For each property, list typical benefits based on the situation.
When presenting, be sure to use the disadvantages in addition to the positive ones, because a presentation with flaws is more objective and creates more confidence in you from the client.
When presenting, take into account all the needs that you previously identified.
After calling the price, in no case do not pause, immediately ask a neutral question to close part of the client’s objections about the price. For example: Dmitry (client), the price of a tour to such and such a hotel from such and such a date to such and such with arrival and transfer from the airport to the hotel and back for two is $ 2500, but tell me everything is in order with the validity of your passport? There are still 6 months before the end of the term (this is just a neutral question).

4. Dealing with objections

The more I communicate with my colleagues, with tourism managers, with the heads of other travel agencies, the more I hear from them how they are tired of customer objections, for example: “We will think”, “Will you give a discount?”, “We were offered cheaper”, “ It's expensive”, etc. and everyone thinks that this is the biggest problem in selling tours and everyone is looking for magic pills for it.

What I want to tell you about customer objections:

This is not the biggest problem in sales.
It is necessary to process ALL objections and it is possible and necessary to close most of them.
If you go through all the previous stages of the sale correctly, and the main thing is to correctly identify needs, then there will be much less customer objections. And if you simply find out in a nutshell what the client wants and send a couple of selections of tours to the post office, this will not end with success.
The more you are annoyed by customers with their objections, the more often you will get such customers.

Make a list of all possible objections.
Compose various responses to these objections (for example: the client says "It's expensive", you answer: "It's expensive compared to what? Can we offer you an installment plan or a loan on good terms, or let's take a hotel of a lower category, or fewer nights")
Do not rush to distribute discounts, our practice shows that not all customers who ask for a discount will not buy without it, many of them simply try to get it.
You must understand that some clients still “merge” and we cannot sell to everyone.

5. Closing the deal

No matter how well you identify the needs of the client, no matter how you close the objections and no matter how expert you are, if you do not know how to close deals, then you lose most of the customers.
Clients (not only in tourism) are never in a hurry to buy and part with money that they earned with sweat and blood during the year, even if they want to get a valuable and desired product in return (in our case, this is a trip abroad).

My tips for closing deals:

I tried to be smart and give you all the practical information from my experience in running the tourism business.

Your task- start implementing all these technologies and get results. Read our articles, come to our seminars and trainings and make your travel agency more profitable.

P.S. write your comments and questions on the stages of sales, so that I can take this into account in the following articles.

Marina Shevchuk, Head of the marketing agency of sanatoriums "Vivat Health",

www.vivat-zdorovie.ru

www.a-resort.ru

Are you a resort manager? Then I have a question for you - how many times a day do you think that your medical services are selling undeservedly poorly?

Don't count. If you are a good leader, then many times. Every day, the manager of the resort thinks about it, reading the previous day's sales summary, going back to estimates and expenses for the purchase of medical equipment, making rounds of the medical base, signing payrolls for salaries and medical bills. Consumables. And you think: “After all, I had so many plans when I bought and did all this!”. And the plans are really grandiose, and the ideas are useful for vacationers and patients. Why don't they buy them? Where's the money?

I want to note that the result should be the following indicator: sales volume additional services should be in the amount of 25-30% of the volume of sales for vouchers.

So, first things first.

Practice has shown that on the way to increasing the volume of implementation of additional medical services, several "rakes" have been laid out, which everyone consistently steps on. Let's take a look at each of them. For science-likeness, we will call the “rake” “reasons”.

Reason #1. Lack of motivation system

For some reason, in sanatoriums, there are often such reinforced concrete barriers before stimulating the desire of workers to earn money, which is amazing. After all, it is quite obvious that clients who come to the sanatorium will buy additional medical services if they are recommended by the attending physician. Without his recommendation, the probability of buying is rapidly approaching zero. Even if for some reason the client has an ardent desire to receive any medical procedure, the specialists of the sanatorium will not be able to provide it without an appointment from the attending physician. It is much easier for a doctor to fulfill his medical tasks than to convince a client that he needs to part with money, because it is much more energy-consuming and psychologically more difficult.

What need to do: Approve a bonus system for doctors, which will include a monthly bonus in the amount of 2-5% of the services assigned to them. Of course, this includes paid and rendered services.

Reason number 2. Unpresentable and non-selling price of services

This reason is so banal that it is even embarrassing to write about it. But we have to. Often, the price lists for medical services in a sanatorium are so many-sided and hidden somewhere far from doctors and clients that a person, even if he wants very much to receive an additional medical service, will not be able to find exactly how and at what price he can do it.

Many times I observed the situation in sanatoriums that different services have different price lists for additionally paid services. This is especially true if new services are gradually introduced by separate price lists. It can be even more difficult to find where these price lists are located. Especially for a person who first came to a sanatorium and is poorly oriented where which office is. Yes, and it’s wrong when the client is forced to look in the sanatorium for what and how much it costs. On the contrary, the sanatorium should think over how unobtrusively, but repeatedly, to tell the person who has come on a ticket about its excellent therapeutic possibilities, suggest to him that it makes sense to take a course of such procedures in order to use the time spent in the sanatorium with maximum benefit and return home cheerful and healthy. and handsome.

What need to do:

Make sure that all newly introduced price lists are drawn up by order of the director and are an annex to the unified price list of the sanatorium.
Ensure that the latest version of the price list is available at the accommodation counter, in the service medical planning.
Develop a version of the price list that can be used for promotional and informational purposes for clients visiting the resort. It should contain information on the most interesting and important procedures and programs for clients on one or two pages. Of course, services should be placed in the order of their demand, that is, starting with the TOP one.
Ensure the distribution of the current promotional version of the price list (see paragraph 3) in the rooms and halls of the sanatorium.

Reason number 3. Difficulties in planning medical services

This shortcoming brings great difficulties to both the staff of the sanatorium and clients, and is a vivid manifestation of the "scoop", when the client, in order to receive the procedures prescribed by the doctor, needs to go over all the rooms so that he is indicated in the sanatorium book when to come.

But even if the sanatorium went further and started planning in EXCELe, or even in a specialized program for accounting for medical services, then you should pay close attention to the quality of planning. If this program is too primitive and is not connected with the block of the program for booking and accommodation, then it is most often not possible to achieve the required level of service and reporting.

And very often in sanatoriums, planning is done by a nurse who sits in her office, which is not particularly accessible to clients, and simultaneously performs other equally important functions. And if a client has a question about transferring, replacing procedures, then it can be very difficult to solve it.

What need to do:

Establish a health care planning service that is easy for customers and staff to call or visit. It is here that all issues of planning the loading of offices and the provision of services should be resolved.
Automate the medical services planning service with a program that has the necessary functionality and is associated with the booking and settlement block.

Reason number 4. Unwillingness of staff to take on additional workload

Often employees who provide procedures, especially diagnostic ones, resist the increased burden of servicing commercial clients. You can understand their logic. And there is only one way out.

What need to do:

Enter the calculation of the premium part wages employees providing services in the form of piecework payment for the procedures performed. At the same time, not only commercial procedures should be taken into account, but also those that are included in the ticket. And preferably at a fixed cost, and not the one indicated in the price list. Then, in the calculation of the monthly salary, there will be no dependence on discounts and price increases. An employee should not care what client he serves, everyone should receive standardized services.
Receive from the medical planning service a daily summary of the workload of the rooms and, if there are not enough specialists, promptly respond to this.

Reason number 5. Lack of a deposit-advance payment system in the sanatorium medical services

Many accountants in sanatoriums actively oppose the introduction of the so-called deposit system, that is, prepayment by clients, from which the amounts for medical services rendered are then written off, and the balance is returned when the client leaves, or is kept by him until his next visit to the sanatorium.

The fact is that without such a system of payments, the sanatorium is forced to send the client to the cashier before receiving each additionally paid service. This quickly bothers the client, because he came to rest, and not run along long corridors. And all the inconveniences lead to a significant reduction in the volume of sales of services.

The resistance of accounting, in my opinion, in this case is more than strange. After all, the terrible word "deposit" is nothing more than a stable expression in the hospitality industry. In accounting terminology, this is an “advance”, or what each sanatorium receives daily when customers make an advance payment for tours. Advances are not subject to any taxes and are not subject to separate accounting.

So the task here is not in the field of accounting, but accounting for settlements with guests. And this is again directly related to the automation system, see reason #3.

What need to do:

Introduce a system of advance payments to the client for additional services.
To provide the client with the opportunity to check his account at the reception desk at any time and receive a refund of the funds remaining on the account when leaving the sanatorium. This requires the appropriate software.

Reason #6. No one convinces the client that the procedures offered to him for an additional fee are really very useful

It is very rare to see a clearly described medical service in sanatoriums. Either the description is taken from medical records, and a normal person who does not have a medical education will never understand this information. Or even a complete information vacuum.

What need to do:

Describe all your procedures in normal human language, based on information from doctors who are well versed in this medical technology.
Post this information on the website advertising campaigns, in information brochures for clients, in the rooms and halls of the sanatorium.
Involve doctors who are good at talking about procedures and communicating with clients to conduct educational lectures and classes during visits to the sanatorium.

These are the simple steps that need to be taken in order to increase the volume of implementation of additional medical services at times. And most importantly, these measures will help improve the quality of customer service and increase their loyalty and interest in treatment. For the sanatorium, this is the only way to stimulate the development of its medical base and improve services. And as a result - increasing the load of the sanatorium and improving its financial condition.

* Calculations use average data for Russia

Over the years, a travel agency can accumulate an impressive database of customer email addresses. Or the base may consist of new subscribers brought by advertising.

In the first case, you need to increase customer loyalty and encourage repeat sales. In the second, convert the new subscriber into a client. In both cases, email marketing is one of the most effective and cheapest tools.

1. Create a survey

The best way to get information is to ask.

What can you ask your subscriber?

Does he travel often?

Which vacation do you like best?

Vacationing alone or with family?

Permissible travel cost?

Survey on the Visit Canada website:

You can insert such surveys directly into the subscription form. After choosing a subscriber, you will immediately know what he is interested in and send only information that is interesting to him. For example.

There is a high probability that people will not want to go somewhere, fill in and waste their time. Give them motivation. Promise a discount or bonus for completing a survey.

Having a person's email address, you can find it in the social. networks and find out a lot of information to determine his interests and select the most relevant content for letters to him.

For example, a person is married and has a child. Offer him a family tour.

Or, for example, loves music. Offer to go to some music festival.

You can search for information manually or using special services. For example, Pipl, Spokeo, People.Yandex.

3. Analyze customer behavior

If the client has already used the services of your tour. agencies, you can find out:

what is the preferred mode of transportation?

Is he traveling alone or with his family?

which vacation do you like best?

How much are you willing to spend on tours?

Based on this information, after some time, you can offer the client something similar. For example.

If a person did not buy anything, then it is possible to hypothesize about his preferences based on the pages viewed. To do this, use the tools of Google Analytics, TimeDigitalCRM, etc.

For example, the company ArchTutors.ru used on its website:

Site tracking - determination of the pages visited by the subscriber.

Lead scoring - distribution of points to users for certain actions on the site.

Clients were divided into cohorts of cold, potential and hot. Each cohort had its own strategy. If a person visited the same page several times, he was sent a chain of letters describing the benefits and reviews. If he visited more than 5 times, the manager called him back. Such automation has reduced costs and increased profits by 43%.

4. Ask at the agency branch

You can ask about the preferences of the client while he is in the department. Have them take a short survey or verbally ask and fill out information about them.

More information about the subscriber - more relevant offers - more sales. Use the information to personalize your newsletters:

call by name

offer interesting tours for a specific subscriber

implement trigger emails after buying a tour: what is interesting to see, what to take with you, what to be prepared for, etc. Such chains are easy to set up on your own in the UniSender mailing service or.

Warm up your subscribers with useful content: top places to visit, the best pubs in beer countries, etc.

Let's use an example to demonstrate how sales increased in one agency with the help of elementary rules for writing letters.

Everyone is accustomed to the image of a "classic" seller - assertive, self-confident. He has a rabid charisma and is able to push where needed. What should a businessman do who is passionate about his business, but feels uncomfortable in personal meetings with unfamiliar people?

Start a conversation via email, social. networks, instant messengers are much more convenient than by phone or in person. You can prepare the ground for further negotiations and win over.

You can effectively sell using letters in almost any business. Consider the case of one tour. medium-sized agencies how to sell effectively with emails.

The travel agency decided to increase its standard off-season profit. To do this, launched a large online advertising campaign. The number of applications and leads immediately increased. But for some reason, the number of payments did not increase. They invited a business consultant and began to understand.

Ready-made ideas for your business

The company had a sales team of strong and experienced salespeople who were used to selling through personal communication. They often went to meetings and ended almost every meeting with a deal.

The problem turned out to be that most of the leads went nowhere. Managers sorted through applications in a huge number, spent a lot of time looking for options and at the same time unsubscribed in impersonal dry letters, technical terms, waiting for a response in order to set up a face-to-face meeting.

Letters were often sent without a subject, without links to hotels, without contacting the client. They were more like a regular price.

Look at examples of these letters. If the client is regular and familiar with the terms, then you can figure it out. And if not? That lead goes on tour. agency with a different approach to clients.

Ready-made ideas for your business

But among the sellers, one silent “quiet woman” stood out. Every second application she had ended in a deal. We started to find out. It turned out that it was all about her approach to writing letters. They were all written in human language, accessible and with warmth. And people want to buy from people, not companies. Letter example:

Rules for writing letters were formed for agency sellers and books on copywriting in letters were purchased. It was difficult to retrain seasoned sellers, but the impressive performance of the quiet one convinced them. As a result, the tour sales funnel. agencies began to lose less in the early stages and more leads reached the stage of concluding a deal. Clients began to disappear less often, referring to the need to think or consult.

Here are a few rules for writing letters that agency sellers have begun to apply. Take note!

Be sure to indicate in the subject line what the letter is about.

Address by name

Do not use abbreviations and abbreviations

Do not start the letter immediately with a list of options. Be sure to welcome and introductory part.

Briefly list the advantages of one or another option so as not to force a person to google

At the end of the letter, inform about the next steps.

Signature required

It doesn't matter if you write for b2b or b2c. A person reads letters anyway. This is why the human approach to writing emails works so well.

Try it in your business. You can warm up interest in your product with a special series of letters - an autofunnel. The series will gradually introduce the product and develop the need for it.

It is easy to set up an automatic series of letters in special mailing services. For example, in the UniSender mailing service. You can do it yourself or.

335 people are studying this business today.

For 30 days this business was interested in 24443 times.

Profitability calculator for this business

A person visiting the site is looking for information or comparing different offers. We can warm up their interest and stimulate the purchase with automated emails.

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