Gems Publishing - August 2019

Do you offer DIAGNOdent (or one of six other hi-tech cavity finders)? Make sure every prospective patient knows how valuable this is for their dental health!

Do you offer locally made snacks in your break room? Let the people know!

• Are you using digital radiography, which gives off about 90% less radiation than traditional (old-fashioned) X-rays? Tell the world! HINT: Just because a high percentage of your colleagues also offer digital radiography does not mean their patients (or your prospects) know about it! What makes you unique shouldn’t be a perk that only long-time patients know about. It should be part of your image and brand; it’s something everyone who searches for you on Google or calls for inquires knows about. But there’s one caveat … Everything you claim to be unique about your practice MUST be true. Don’t embellish the facts. Get in the habit of running your marketing and advertising by your lawyer to ensure you’re staying within legal bounds. If you want to add something to your practice to make it unique, all it takes is a little thinking outside the box, team training, and dedication. If you’re still not sure what constitutes unique, VIP Five-Star Treatment, it’s time to brainstorm. During your weekly 90-minute team meeting, ask your team to list qualities that set your practice apart. Weed out the weak ones and focus on spreading the word about the points that make your practice better. NOWAITING: This is probably THE biggest differentiator between getting patients in your chair and seeing them walk out the door. Yet, few practices can really deliver it. If you can actually spend time with each patient and don't rush between multiple patients at the time of each appointment, you need to spread the word. SATISFACTION GUARANTEE: Some Dentists struggle with this one because they could potentially lose money on a patient’s opinion. But, when you offer Below are a few examples … • •

By Chuck Nemitz, Certified GG12 Coach

I’m often reminded of a former manager I once worked with, who worked directly under Amar Bose, the founder of Bose. This manager would quote Amar, who fervently believed that if you wanted to build a better product, you had to change the way it was perceived. That’s exactly what Amar did with his sound systems. As a graduate student at the Massachusetts Institute of Technology, Amar purchased a stereo that failed to meet his needs as a consumer. Determined to find out how the system could be better, he developed crystal clear sound technology … and the naysayers hated it. Bose was criticized for his unique ideas. But for consumers, it was gold. Bose’s Unique Selling Proposition (USP) was that they could offer the same sound quality of live audio through their stereo systems. Theoretically, all a listener would have to do is close their eyes, and it was as if they were transported to front stage at an Aerosmith concert. It was a feat no other sound company could accomplish, and, even though naysayers ragged on it, consumers loved it. Today, Bose is a $3.8 billion company whose products are used by loyal listeners worldwide. So, what does this have to do with dental consumerism? It can be difficult

to conceptualize how your local mom and pop dental practice could deploy the same tactics that Bose implemented to become synonymous with sound, but you too can give your patients the front row, VIP meet- and-greet section at an Aerosmith concert treatment. All it takes is finding out what sets you apart and relentlessly selling it. When coaching Dentists through the USP process, we always ask them the big question … What makes YOU different? We often hear responses about friendly service and personable employees, and, while these are great qualities for your practice, they don’t exactly scream VIP Five-Star Treatment. In fact, nearly everyone can claim these traits. It’s just basic customer service. Instead, find what makes your practice completely different than the one down the street. What makes you the obvious dental solution for Janet Smith and her family that the practice down the street can’t fill? Can you guarantee your patients won’t have to wait longer than 10 minutes when they arrive for their appointment? Advertise that! • HOW DO I KNOW IF I’M DIFFERENT?

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