Selling and marketing are two essential skills that all successful dentists need, but most dental schools largely ignore. For scientifically trained dentists, the need to learn these skills may feel baffling at best, and sleazy or manipulative at worst.
You can't help people if they don't know you can help them.
Dentists are passionate about helping their patients with oral health. But before you can help anyone, they need to learn about your practice and the services you offer. Marketing helps educate current and prospective patients about your services. It also communicates what makes your practice different.
Your marketing toolkit has obvious components like your website, a listing in the yellow pages, and the sign on your front door. All of these need to work together to communicate a clear message about your brand.
People don't care how much you know.
They do care about how you make them feel.
Did you realize that every interaction your office has with a patient is also marketing? If you implement a culture of caring and an attitude of service towards your patients, they'll turn into raving fans. This can be done by developing systems and procedures for you and your staff to follow in every patient interaction.
If you recently purchased a practice with systems and procedures in place, don't change anything for the first year. These systems are what made your predecessor's practice profitable.
Getting to yes without selling
It may be obvious to the clinician why the recommended treatment plan is necessary. But your patients don't have your technical knowledge. Every patient has different needs, desires, fears and concerns.
By developing empathy for your patients and their deep desires, you'll find way to address their concerns to help them say yes. The key is to provide enough information to help them make an informed decision without overwhelming them with so much that they are confused and do nothing.
Are you struggling with marketing your practice? Need help in developing your selling skills? Call our office today and we'll help you develop the skills you need to become more successful!
Eric Burgmaier, CPA, CVA is a Certified Valuation Analyst and can help you build a valuable and profitable practice. Call our office today at (505) 492-2440 or toll-free at 1(844) 475-7343 and talk to Eric about steps you can take today to put more dollars in your pocket now and throughout the life of your practice! Stay tuned to learn how to transform your practice into the best and most valuable it can become!