I don’t like my new doctor, so I called Martin’s office to book an appointment. He was open-minded about computer technology; he might listen to my symptoms instead of reaching for a prescription pad.
So this afternoon at 4 p.m. I called to make an appointment for next week, or the week after.
His office policy is that one calls first thing in the morning for a same-day appointment.
No issuing little cards, no need for me to remember. No need to have staff dialing people to remind them, very few cancelled appointments (“Something came up ...”).
My guess is that Martin does his hospital rounds early morning, hits the office at, say 10 a.m. and has a full slate until it is time to go home.
If he is successful (and I suspect he is VERY successful), a cancellation probably means he can read a research paper in the office instead of taking it home.
Of Course, this Model Won’t Work for Me
Or will it?
What would my business be like If I took only same-day half-day appointments?
A client would have to call me first thing in the morning and ask me to attend from 1pm onwards.
That would give me until noon to make my prospect/contact/sales calls by telephone and in person.
It would put pressure on the client to hit the ground running and focus their time on the afternoon, instead of letting things drag out all day.
Before you dismiss this idea out of hand, spend two minutes (not three minutes, not one minute, but exactly 120 seconds) and follow through the line of thought.
Think of Your Last Ten Appointments
What would be so different about their outcome if you took the call in the morning and arrived on-site (or sat down to develop the computer application) at one p.m.?
I have been delivering training sessions, all-day sessions.
What would happen if I delivered ½ day sessions, and the training center staff took bookings that morning for the afternoon sessions?
I’d have to think about the financial side of it – how do I bill in advance for a class that doesn’t exist until 9am?
But let me wait until I’ve had a chat with Martin ...