Dealing with Cancellations (Suzie, Physio and CST)

Mike's Reply:
by: Mike

Your experience of "web-sourced bookings" cancelling more often than "word-of-mouth bookings" - is also backed up in my own experience.

So - what can you do about it?

Well, let's look at the difference between the sources.

With word-of-mouth, your services have been recommended on by one of your existing clients. The new client calls you and arranges a booking. They make a commitment! However, they have got onto you by the good graces of their friend - and they don't want to jeopardise that relationship too much - by being free and easy with cancelling a booking.

By comparison, another person is browsing on the web - comes across your site, likes what they see, calls you for an appointment. However, if they then change their mind for any reason - they often feel less obliged to stick with that commitment. This situation has none of the "social glue being put at risk" of the previous one.

I suggest that you PRESUME that bookings from web alone (either through contact form or through a call) ARE more likely to DEFAULT.

I have then seen successful therapists manage web-sourced bookings/enquiries as follows:

When they call, ask them who referred them on as most of your bookings are by word of mouth.

Make the point that your are very busy with regular clients for the next week or two, but can see them after that.

Take their full contact details and point out your cancellation policy.

Then, 48 hours before the initial appointment - send them a message on their phone reminding them of the booking and cancellation policy. Ask them to reply to this message confirming that they will be attending at the appointed time.

After you have talked through some of the above and heard the enquirers story - you may be ok with fitting them in sooner.

Finally, it is often a good idea to give new web clients a time at the beginning or end of your day, so that a cancellation will not put a hole in your schedule.

You are making it clear to prospective clients that your will be delighted to work with them - but you are running a busy practice. And you don't want to jeopardise the level of service to your existing clients.

In summary, however, I have found that many "word of mouth" clients also check out your website and it is often the testimonials/stories that "tip" them into calling you. So - remember - your website is working really well for you with 2 client enquiries a week.

Don't let the one or two people with a carefree attitude to your time ruin your day. Plan for them using the system above.

Good Luck, Mike.

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Submitted by: Mike

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Your experience of "web-sourced bookings" cancelling more often than "word-of-mouth bookings" - is also backed up in my own experience. So - what can you do about it? Well, let's look at the difference between the sources. With word-of-mouth, your services have been recommended on by one of your existing clients. The new client calls you and arranges a booking. They make a commitment! However, they have got onto you by the good graces of their friend - and they don't want to jeopardise that relationship too much - by being free and easy with cancelling a booking. By comparison, another person is browsing on the web - comes across your site, likes what they see, calls you for an appointment. However, if they then change their mind for any reason - they often feel less obliged to stick with that commitment. This situation has none of the "social glue being put at risk" of the previous one. I suggest that you PRESUME that bookings from web alone (either through contact form or through a call) ARE more likely to DEFAULT. I have then seen successful therapists manage web-sourced bookings/enquiries as follows: <ul><li>When they call, ask them who referred them on as most of your bookings are by word of mouth.</li> <li>Make the point that your are very busy with regular clients for the next week or two, but can see them after that.</li> <li>Take their full contact details and point out your cancellation policy.</li> <li>Then, 48 hours before the initial appointment - send them a message on their phone reminding them of the booking and cancellation policy. Ask them to reply to this message confirming that they will be attending at the appointed time.</li></ul> After you have talked through some of the above and heard the enquirers story - you may be ok with fitting them in sooner. Finally, it is often a good idea to give new web clients a time at the beginning or end of your day, so that a cancellation will not put a hole in your schedule. You are making it clear to prospective clients that your will be delighted to work with them - but you are running a busy practice. And you don't want to jeopardise the level of service to your existing clients. In summary, however, I have found that many "word of mouth" clients also check out your website and it is often the testimonials/stories that "tip" them into calling you. So - remember - your website is working really well for you with 2 client enquiries a week. Don't let the one or two people with a carefree attitude to your time ruin your day. Plan for them using the system above. Good Luck, Mike.

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Dealing with Cancellations (Suzie, Physio and CST)

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