Dental services? Your expertise? Solutions to dental problems?
Yes, BUT ...
While it's true that you are selling those things, once a prospect walks through the door of your practice those things actually become secondary in importance to your prospects and patients. What they are looking for and, therefore, what you should be selling is ....
A RELATIONSHIP -- Prospects/patients are looking for a dentist and staff they can feel comfortable with, a dentist and staff that makes them feel important, a dentist and staff that they can talk to, a dentist and staff they like.
Few patients can accurately judge your skill level, or fully appreciate the quality of your work. But all can judge whether they really like you or not ... and that's exactly what they do.
SATISFACTION -- Once the person becomes a patient, then satisfaction becomes critical. Patients must believe they are getting good value for their dollars ... or they'll ultimately bolt, even if they like you (although it will take them longer to do it).
Good value, as perceived by patients, is not limited to just the belief that the quality of your work must equal or exceed what they are paying. It also includes whether they have to wait for appointments ... how well you can translate their problem into a language they can understand ... whether you hurt them ... whether you treat them with respect and dignity when they have a complaint ... and how you handle complaints ... etc.
If your patients like you and your staff and they are satisfied ... they'll likely be with you for a long, long time. Just as important, they are more likely to recommend you to their friends.
Remember, you are really selling a relationship and satisfaction.
Copyright 2007 by Galen Stilson
