Pre-Meeting Email

As most of you know, the 6MAP program consists of two different parts. There's phase one, which is the LCC method that wins you clients, and then phase two, which is the 6MAP method that attracts the right type of projects to you. I won't go too much into this, but one of the key foundations that underpin both the LCC and the 6MAP method is the amount of client control that goes on. I have an example for you today from my eye surgeon, which is a brilliant example of client control. This example fits right into step number four for us, the expert, which is the free consultation. This is where we would deploy this letter.

Now, I'm going to read through the surgeon's letter or email to me, which I think is brilliant, and then I'm going to show you an adapted version for architects. You will only see the adapted version for architects if you're in the 6MAP program, but if you're not in the 6MAP program, you will see the surgeon's email and you can adapt it to some degree yourself.

So let's have a look at what we're talking about here. There are two ways to win a project. One is to take them through a free meeting. So you get an incoming call, step number one.

Step two, you offer them a free initial meeting. This is where you qualify them, meet the client, and usually, you'll meet them at your office, not their site. The reason for that is you don't want to have your brains picked to any great degree during a free meeting. The free meeting is a chance to understand what their project is and find out if you're a good fit. It's not to give them design ideas or sketches. Step number two, after the initial free meeting, you move them to the LCC, then design, then build. Alternatively, you can move them straight to the LCC from the incoming call.

If you have the incoming call script, you can do that either way, whichever process suits you best. Now we're going to look at process number one. Here is the email from the Wellington Eye Center. I have booked an initial meeting with them and this is the email they sent me.

Talk about client control here. "Hi Richard. This email is to confirm your free initial laser suitability assessment appointment for Wednesday, the 18th of May 2022 at 3:30 pm. Please allow up to 45 minutes for the appointment with our Ophthalmic Technician."

I've not seen that word before. But anyway, right, what's going on here? They are confirming what the appointment is, confirming the date and time, and telling me it's 45 minutes long and that I'll be working with a pre-surgeon technician.

Then there's a bit about complying with COVID-19, which is not too relevant for us. "Please find attached three documents: a patient registration form, a dry eye questionnaire, and an information brochure. Please read these in advance of your appointment as it will help you make the most of your consultation."

Notice this is all indoctrination material. Even the registration form is like an application form that I'm bringing to the appointment. I have to read their process and how they work. Notice how they are telling me exactly how this appointment is going to go. They even specify it's 45 minutes and who it's with.

"Please complete the registration form and questionnaire and email them back to us or bring them to your appointment. Alternatively, arrive 10 minutes earlier to complete them at the clinic."

Really? Wow. They don't want to be mucked around. I have to do my homework.

"If you wear contact lenses, please leave them out for 48 hours before your appointment. They alter the shape of your eyes temporarily and it takes time for your eyes to return to normal. Please bring your current glasses with you."

At your appointment, we will scan your eyes and take some measurements. This will determine if you are potentially suitable for laser eye surgery.

It will also be an opportunity to find out more about what we can offer you. Notice the words here: "We will scan your eyes and take some measurements. This will determine if you are potentially suitable for laser eye surgery." It’s all really an application for them to do the surgery on me.

After the free initial suitability assessment, if it's established that you are potentially suitable for laser eye surgery, the next step would be to book a medical laser suitability assessment with Dr. Andrew Logan. This is the pro, the guy. Dr. Logan will examine the health of your eyes and discuss with you what may be the best procedure.

He doesn't come in until meeting number two. Interesting, right? The cost of the medical laser suitability assessment is $180. This is valid for 12 months, and if you proceed with surgery in that period, the cost of your surgery will be reduced by $180.

The cost of surgery is about, I think, $4,000 per eye. Right, not cheap. But you get $180 off if you proceed within 12 months. They are holding the slot for you based on the positive outcome of your initial assessment. This is the second meeting.

This is the one with Dr. Logan, on Friday the 3rd of June at 4 p.m. Please allow 75 minutes.

Once again, very prescriptive. A confirmation email will be sent with details following your initial assessment, which is the first free meeting on the 18th of May.

Now, notice what they're doing here. They are holding the second meeting for you as long as you qualify. This is almost a work of art from a marketing and client control point of view. I just couldn't believe how good it was. The Wellington Eye Center is at level 4, 148 Cuba Street, on the corner of Cuba and Garrett Street. The entrance to the building is on the Garrett Street side. Parking is available at public car parks within easy walking distance.

Some of these are Wilson parking in Swan Lane. I would never use Wilson parking. They're the biggest bunch of thieves you have ever come across, but that's a different matter. But Garrett Street and Victoria Street are options.

If you're unable to attend your appointment, please notify us at least two working days in advance. We will offer you suitable alternatives. We look forward to meeting with you.

This email prior to the first free appointment, I believe, is close to a work of art.

Alright, so here is the adapted version specifically for architects. "Hi Richard, this email is to confirm your free initial consultation appointment for [insert details]. Please allow up to 45 minutes for this appointment with [enter your name].

Please find attached a project questionnaire. This is where you're going to ask them a few questions that they have to fill out in advance. An information brochure PDF is also included. Please read this in advance of your appointment as it outlines the roadmap we use and how we work with clients.

This summary might include your rules of the road and a flowchart of all the different steps you take clients through. Include all the indoctrination and information you need to communicate. We'll also have a frequently asked questions PDF. This will reiterate some of your key points in a Q&A format.

Please complete the questionnaire and email it back to us. Alternatively, bring it to the appointment or arrive 10 minutes earlier to complete it at the office.

Our initial process is as follows: At the Ask the Expert initial consultation, you are here. Then we move to step number two, which is project diagnosis or whatever your LCC is. Let them know that step number two is coming up next. They're all rushing to design.

You tell them, no, design doesn't happen until step three. Then build, then enjoy. At your Ask the Expert initial consultation, we will understand more about you and what you want to achieve. We're going to tell them in detail exactly what's going to happen and what’s not going to happen.

We're going to determine your current situation and resources. We're going to explain the journey of our process at a high level and provide you with an action plan for your next steps based on your objectives and current situation. Your initial consultation will not cover specific design ideas, project cost estimations, or solve any complex problems.

This meeting is to answer generic project questions, understand what you want to achieve, and determine your next steps. That's it. This clarifies what it is and what it is not, as there is often confusion with clients. After the initial consultation, we will outline your next steps.

If we think we are a good fit for your project and you wish to proceed, we'll book your [insert LCC name]. We will discuss with you what will be covered in the next step.

This next bit is optional and is taken from the eye surgery example, where they penciled in a date for the next meeting, subject to change. "We are holding a slot for you based on the positive outcome of your initial assessment, LCC on [date]. Please allow 75 minutes." We're setting aside time for the consultation for the LCC in advance, assuming the sale.

A confirmation email will be sent with details following your initial consultation on [date]. If you proceed with step two, the investment for the LCC is [price] and valid for three months.

There should be no confusion or mistake. When they get to that free meeting with you, they already know the cost of the LCC. All that mystery and tension have been taken away. They are turning up to the meeting knowing it.

If we do not feel we are your best option, we will suggest an expert who may be a better fit for your project. This is a nice bit of what's called take-away selling. It signals to the client that you are not desperate and are genuinely assessing if they are a good fit for your services.

"Our office is at [insert address]. Provide a description of how to get there or where to park. The entrance to the building is at [insert location]. Alternative parking is also available. Use your common sense here—just provide a clear description of where things are, and maybe even insert a picture if appropriate. It shows that you are well organized.

If you are unable to attend your appointment, please notify us at least two working days in advance. We will offer you a suitable alternative. We look forward to meeting with you. Best regards, [Your Name]"

This is a really nice adapted version for architects. Feel free to adapt it however you want, but by having this version here, a lot of it is really good. It's much easier to make changes when you have a solid starting point.

I hope that helps. I really think this is a great email and close to a work of art. When I see something good from a different industry, we can pick it up, take it, and adapt it for architects and designers, giving you another piece of the puzzle to make it smoother and easier for you to dominate the market you want to dominate.