By Tom Rich, MBA, GG12 Senior Practice Analyst
There are two “whys” that determine the success of your practice.
of all the Dentists in your area, why should a patient choose to trust, select, and give money to you?
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You use cutting-edge technology to help identify and solve their problems before they become catastrophes. You provide a five-star, VIP experience to pamper your patients from the moment they walk in your door.
In Simon Sinek’s book, "Start with Why" (there’s also a great TED Talk on the subject), he says that most people can explain what they do, fewer can express how they do it, and the vast majority struggle to explain why they do what they do. His premise is that individuals, companies, and organizations who can clearly articulate their “why” are much more successful at attracting and keeping customers, patients, followers, believers, etc. because they identify with, and put importance/ significance on, that “why.”
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"There are only three reasons why people will choose your practice over someone else’s ..."
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You offer a stress-free experience to help alleviate their fears and phobias.
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You follow up after appointments to make sure they’re feeling great.
There are only three reasons why people will choose your practice over someone else’s:
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You genuinely care about them, their situation, and their overall well-being.
1. Because you made it easier to do business with you 2. Because you made it more enjoyable to do business with you 3. You made them feel special because they did business with you To put it plainly, you need to ensure your USP makes people feel something. As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Patients make 100% of their decisions based solely upon their emotions. They use logic to justify their decision only after the decision has been made. The point is, your “why” and your USP need to stir an emotional response in your patients … they need to harmonize with the patients’ “why.”
Successful Dentists focus on maximizing their time, effort, and attention on the intersection of the two “whys” (yours and that of your patients). GG12 Coaching Members: For more information on perfecting your USP so it resonates with your patients, go to InsidersCircle.com and search for “CRAFTING YOUR UNIQUE SELLING PROPOSITION AND DEPLOYING IT EVERYWHERE.” You will find the video, audio, and transcript to guide you through the process of creating a USP that sells.
"Companies ... [that] can clearly articulate their 'why' are much more successful at attracting and keeping customers."
The best way to describe your “why” is as your purpose, the reason you get out of bed every morning to do what you do, and/or the passion and principles that define you and your practice.
While the first “why” (yours) is important, you should not ignore the second “why” (your patients’).
The second “why” is why your patients should want to do business with you. Another way of describing this is your USP (unique selling proposition). In other words, what is it exactly that makes you, your team, and your practice extraordinary? Or,
Your patients need to know that you care about what’s important to them :
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Your hours make it convenient for them to receive treatment.
3 InsidersCircle.com | 1-888-880-GEMS (4367)
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