Tales from a recent MPOD ‘Income Acceleration Program’.
At the start of the day, I always ask the team, one of the most powerful questions in their dental career.
The answers it spawns, make or break how fast you will succeed in the coming months.
Let me explain…
Before you answer it, which I reveal in a moment. You must also be very clear WHO it is that will be answering the killer question, not only in their head, but also in their heart.
What this means to you is that you could try and fool your own beliefs. And pretend that the major decision makers, dental appointment bookers, buyers in recession, are men. But you’d be dead wrong.
Want to see what an ideal patient profile looks like?
So, first of all, be VERY clear it is women we are talking to here.
At this moment it is not the right time to go into WHY it is that women need to be talked to, sold to, marketed to, very differently than men.
More importantly, if you try use one strategy to attract and convert both men and women, you will under achieve.
Why not take a minute to answer the following WHY question I mentioned earlier,
“WHY should I, a woman aged over 40, spend my hard earned cash with you right now, in the jaws of the worst recession in sixty years, or neglect my dental health, or alleviate my fears, frustrations, satisfy my desires through cosmetic surgery, luxury holiday, new car, kitchen remodel, home extension?”
Can you give her a plethora of STRONG REASONS WHY YOU?
And not only that, I get your team to tell me WHY she should buy from you as opposed to your non dental competitors, and dental competitors.
Then as you can see from the flip chart below it reveals much.
Your team agrees that you are infact like your dental competiors, or are GIVENS. And guess what?
Did you come up with some of the answers, that I crossed out. Infact, I didn’t cross them out at all. The team does. But more than that it hands them a closer insight in to what it takes to ‘dare to be different’. And moving forward, they know that plain vanilla, just won’t cut it anymore.
If your current marketing appears crossed out, it may also tell you, if you are the same as everyone else, or ‘delightfully different’ as David Ogilvy used to say.
But more than that it tells you where you need to work harder to assemble more meaningful answers to her killer question.
- You see, your WHY, is the very foundation on which to build your marketing from ground up
- You see, your WHY, is what makes her tell others about you
- You see, your WHY, makes her come back, when she just found out her husband maybe getting made redundant.
One final thing. There is absolutely, positively, no point ( that is if you want mediocre success) having a website, adverts, referral cards, fancy welcome packs that end up in the bin, etcetera without first establishing your core differential – your WHY.
Or if you choose not work hard at succinctly answering your WHY question, and crafting your WHY, are you practising “me too dentistry.”
And as you will also see from the flip chart example, I list location, as number one. In so far as that your current location may keep existing patients for convenience, habit, proximity – for the time being.
But if this is your only advantage, you maybe “trading by default.”
And once again, until your WHY is sharpened for targeted, starving crowds, audiences, making your values clearer, your ordinary, commoditised foundation is like building a house on sand. It can easily topple, fall over with wind, leak with rain, and when a competitor opens up across the road – destroyed.
Here are some other points you may find interesting that I cover on the MPOD Income Acceleration Program;
- A strong focus on re-invention of all treatments and products, ‘feminising’ the practice interior
- The development of an appealing, ‘bonding’ and binding mission
- The creation of ‘messaging’ that really resonates with prospective patients
- Adding extraordinary, extreme customer services
- Identifying FOUR CORE BUYING GROUPS.
- Re-invention of “Hygiene Dept” to increase gross by at least 25 percent, reduce cancellations and increase cross referrals.
- Rebranding fees, patient and prospect communications, treatments, products, principle, reception, lead generation, and external signage
- The development of “key objectives”, tactics, accountability, roles and responsibilities set at the end of the day with team fully on board, committed and focussed
- Three monthly follow up (team accountability) webinars on your agreed fast start three-month strategy moving forward
- PLUS MUCH MORE
If you are at all interested in extreme, extraordinary success, and nothing like you’ve ever experienced before, then watch what Jas Sandhu from High Street Dental, East Grinstead said about my visit…
You may be interested to know that since my visit,Jas and his team have gone onto to incredible successes.
And he will tell you, that anyone can start to enjoy dentistry more than they ever thought possible. You just need a little outside influence.
Click here if you are ready to break free from the mundane treadmill.
To a profitable week full of purpose, and reason your WHY.
P.S. Dental Mavericks came runner up in the Probe Awards last Friday, which we are all very pleased about!
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