Gems Publishing - October 2019

Lessons I Learned From Dan

By Dr. Tom “The Gems Guy” Orent

Of course, there’s no way to share in one article (even spread out over two newsletters), what I learned from Dan over the course of 23 years. But a number of “Dan-isms” come to mind. Each teaches an important business, marketing, or sales lesson. Over the last several days since I learned of his illness, I’ve been putting together a list to share with you.

make a transaction (sale). The LIFETIME VALUE of a long-term customer should blow away the potential value of a single initial transaction. Focus on using the transaction as a means of gaining and nurturing a lifetime customer, client, or patient. HINT: Dentists frequently voice concern over the “lost revenue” from a low-cost new patient special offer. Don’t compare your average production per hour to the new patient first visit and expect them to be equivalent. Get more new patients in the door even at a low initial visit fee. Wow them with an amazing personalized experience and enjoy long-term relationships and high lifetime value. The likelihood of a sale is far more dependent upon the attitude of the seller than the attitude of the buyer. Time and again, this concept is proven when one person successfully sells to a prospect or client in a situation deemed impossible by others in the same or similar situation. Example: At the end of the cleaning visit, most Dentists and Hygienists don't sell fluoride to adults because they "know" adults will refuse fluoride since it's not covered by insurance. However, my five Hygienists routinely achieved 80%-plus THE ATTITUDE OF THE SELLER MATTERS.

ALL MARKETING IS A TEST.

No matter how amazing you think the ad or campaign looks, until you deploy it to a specific market in a particular media at the chosen time, nobody can guarantee it's going to work.

YOU SHOULD MAKE THE TRANSACTION TO GAIN A CUSTOMER.

acceptance of fluoride for adults, paid out of pocket ... because my Hygienists understood why fluoride for adults is imperative and exactly what to say to help patients perceive the need.

Don't get a customer to make a transaction. Too often, businesses focus on getting a new customer purely to

MY BUSINESS IS DIFFERENT.

NOT! All of our businesses (dental practices included) are far more alike than they are different. A concept or strategy that works in one business is likely to be useful in many other seemingly unrelated businesses (you simply have to remain open to the possibility and figure out how to leverage the idea in your vertical).

"The LIFETIME VALUE of a long-term customer should blow away the potential value of a single initial transaction."

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