Yesterday I had an eye exam at Kaiser and this morning the first email I opened was from the OD who did the exam. Of course the letter was boiler plate but it was written in a way that it still made me feel good and it was not just a line but a full page. The letter started off with the 'glad to meet you" and then went into services and provided me with links for resources. It was a professional letter and between every word was the thought 'thank you for choosing Kiaiser'.
Once when I was visiting my regular M.D. at Kaiser my M.D. looked at my chart and proclaimed, "Oh, it's your birthday." I commented. "You sent me a birthday card." He just laughed. We both knew that the birthday card came from the 'system'.
In marketing when you are competent you are good and success will be yours but there is a higher level: Competent to Competent. I have taken guitar lessons from the same instructor for 15 years. I am re-vising many songs (classical guitar) and reworking them so that they are closer to perfect. The teaching becomes much more focused and precise. I am going from competent to competent.
The Kaiser email this morning reminded me to go from competent to competent in all my marketing. We cannot assist every client but we can send them a card - note just a quick note but a full card thanking them for contacting us and giving an professional review of what we can do.
I think, in truth, that my marketing recently has fallen below competent but today I choose to take back to competent and then go from competent to competent. By doing that my goal is to make everyone feel good that they reached out to me and that there is a welcome door to come to in the future.
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