Tips to Increase Business

Here are some ideas for members to maximize the number of GPN referrals. If you don't receive referrals GPN doesn't make money either. This is a partnership.

1.  INCREASE TESTING LOCATIONS YOU COVER

The amount of referrals a member gets is usually proportional to the number of testing locations that examiner has available. That means by adding testing locations you improve the chances of getting work. GPN’s most successful members offer testing at 20 or more locations. However, testing locations should not be closer together than a one hour’s drive except in densely populated urban areas. You can review all current testing locations (primary and backup) by clicking on “My Testing Locations” above.

2.  LOWER YOUR PRICES TO STAY COMPETITIVE

Lower your prices for locations where you want to see more traffic, keeping local competition in mind. If possible, keep your price $25 below the next “hundreds” price point. Our research has shown that this will double the number of assignments for a given location. For example, a $475 price point will get twice the cases as $500 will. However, once you reach about the $750 price point this difference doesn’t really matter.  It also helps to keep tabs on what your local competition is charging for exams.

3.  FUNNEL CLIENTS TO YOUR HOME OFFICE

Set up ONE testing location that is noticeably cheaper than all of your others. People like bargains and will often travel to find a location that is less expensive than the others in the area. This location should usually be the one closest to your home to keep costs down.

4.  DON’T COMPETE WITH YOURSELF

Your published GPN list price should not be higher than your own regular published price. If you charge a different price to non-GPN clients than you charge GPN clients, you end up competing with yourself and will see significantly less work (if any) from GPN as a direct result. Keeping these prices the same will double your marketing exposure. The GPN referral fee should never be added to your normal exam fee. GPN’s fee is a marketing expense.

5.  OFFER WEEKEND TESTING

Many clients are only available on weekends. If you don’t offer weekend testing you will lose those clients to examiners who do. You can often charge extra for weekends, but if business is slow you should probably remove any surcharge. Even if the facility you normally rent is unavailable on weekends, nothing prevents you from finding a different weekend location.

6.  ADJUST PRICES REGULARLY

Change a few (but not all) prices up or down every 6 to 12 months to keep “fresh content” in the search engines. There is no need to change all your prices… just one location per state is all that is needed. The search engine “bots” give better rankings to any content that is regularly updated.

7.  INCLUDE ADDRESSES WHEN ABLE

List an address for each of your testing locations. However, don’t include enough information for someone to find you by “stopping by.” Even a partial address is better than no address. This gives customers confidence that they won’t be scammed. Even if you have to change addresses due to availability, it’s better to have them than not.

8.  PROVIDE THE EXAM ROOM

For testing locations where you currently require the customer to provide the exam room, find a location to administer exams so the customer comes to your office.  This provides a greater level of confidence that the examiner is legitimate.  See our  note above about including addresses with listings.

9.  BID FOR OTHER LOCATIONS

Bid for new locations that are already covered by another member, even if your bid is higher than the current examiner currently charges. The lowest bidder usually covers a given location, and the 2nd place bidder becomes the backup examiner for that location. Oftentimes the primary examiner will become unavailable or raise his/her price significantly, in which case the backup examiner automatically becomes the primary examiner.

10.  OFFER MORE PAYMENT METHODS

If you only accept cash or money orders, you will lose customers and increase the risk of no-shows. Most people pay by credit card and debit card as well as Paypal. The more you limit how a customer can pay you, the more difficult it will be for that customer to do business with you. It is also helpful if you are able to accept payments online.

11.  RESPOND TO CLIENT REQUESTS PROMPTLY

Respond to client requests within 24 hours, but in the same day if possible. The longer the delay the more likely the client will change his/her mind or try to find someone else.

12.  DON’T USE ONLY ONE METHOD OF CONTACT

It is wrong to assume the client has provided all correct and valid contact information. They can and do make mistakes, especially when filling out forms, so the contact information you have may not be valid. For example, if you only respond to a client by email and the email address is incorrect, that client will not receive your email and will believe you have scammed them. Use every method available to you. Initially an email and phone call are called for, but if those methods get no reply then try sending text messages. In some cases you may have to send an actual letter to reach them, if all other methods have failed.

13.  KEEP YOUR CV AVAILABLE AND CURRENT

Keep a current CV on file with GPN and update it once a year. Clients can now review your CV on the GPN website where your credentials are located. Your CV should focus on your polygraph credentials and experience, with less focus on your law enforcement or investigative background.  Polygraph should appear as your primary business, not your “sideline,” even if polygraph is not your primary source of income.

14.  BACK LINK TO GPN

If you are paying a penalty for failing to install a back link to GPN on your website, you can remove that penalty by creating the back link.

15.  PUBLISH VOLUME RATES

To avoid having to develop special quotes for each volume client request, make sure your volume discounts are set up in advance for each location. When a volume client contacts us for a quote, the job is often lost due to delays in getting a price quote to them. It is most effective to establish the same discount for all of your testing locations. For example “$150 off each exam after the first” or “20 percent discount if 3 or more exams are requested.” We are phasing out “daily rates” which are specific to each location. With over 500 locations we can no longer customize each location aside from the basic exam fees.

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