Most dentists are afraid to offer a powerful guarantee to their customers. They are concerned that they won't be able to deliver on what they guarantee, or that everyone will take them up on their offer. Interestingly, studies have shown that only about 1-2% of your customers will take you up on your guarantee. Also, there are HUGE benefits. For example, if you have a good product or service but your customers have never done business with you, a guarantee will give them more peace of mind, or take away risk. A strong guarantee also makes it less threatening for people to consider your offer. By removing the risk, you increase the likelihood that new customers will give you a try. The rest is up to you and how you deliver!
Before creating your guarantee, first find out what your customers want. By testing and measuring, we have discovered that our customers want 3 things:
- To be seen on time
- Quality and consistency in what we deliver
- An amazing experience
Some of our patients are busy professionals or executives. They don't have a lot of time. They value and appreciate being seen on time. Other patients have a lot of time. Perhaps what they value most is quality and consistency. They want their dental work to look amazing, to be strong and to be long lasting. Finally, many patients are extremely fearful of going to the dentist, so the "Wow's" such as the iPads and bluetooth headphones to take away the sound of the dental drill or the complimentary arm and hand massages are what matters most.
Of course you have to have the right systems and team to deliver!
Dr. Anissa Holmes, a Global leader in Social Media Marketing, is a Pioneer in the area of Cosmetic and Family Dentistry. She is constantly using innovative ways to reach out to patients to break down fear that many have when going to the dentist. Dr. Holmes, through her blog Delivering WOW, shares tips for designing a unique practice culture to deliver a "Wow" patient experience every time, strategies to triple new patient numbers, and well as strategies to build an amazing team.