40 Ideas In 40 Days - #32-40 (Note that this time I skipped
Saturday and Sunday, thus making today the day for Idea #40.
I decided to give you, and me, a couple days off.)
Well, here we are...I made the commitment to share 40 practice
building ideas with you in 40 days. Today I'll wrap it all up
with #32 through #40. Don't for a moment think I'm "finished",
however. You should know me by now, and by staying connected
you'll continue to benefit. I'll just be shifting back to my
normal flow rate for this free E-Alert vehicle.
For those of you who want more info at a higher level, jump
over to my "test drive" web page and take a 2-month trial of
Preferred Membership in Dental Insiders Alliance. It's free
for 2 months, during which you can decide if you want to remain
a member. Cancellations are VERY low...that should tell you
something! All the details are at:
www.DentalInsiders.com/testdrive
OK...on with the IDEAS. This collection is all about CONTACT.
Last time I mentioned that staying in touch is THE best way to
maintain strong relationships with your prospects and patients.
Here I'm going to elaborate on several different mechanisms by
which you can do just that.
Idea #32 (May 20): Get the contact info! This process should
begin on your website and in your practice, but is often missed.
Every time someone calls you office, visits your website, or calls
a toll-free hotline, you should be collecting their contact
information, so you can stay in touch with them over time.
After reading this message, go check your website for a "sign-up box". I'll bet it's not there. This is a simple box that asks people for their name and email address. You've got to offer them something of value in return for them sharing their info. See Idea #33 below.
Similarly, when people call your office, you MUST capture their
phone numbers, address, and email address. Offering to send them
a special gift or information will again cause most to convert.
Even if you're using a toll-free recorded message, ask the callers to leave their name and contact info so you can send them something. Using these mechanisms you can build a list of interested prospects.
Idea #33 (May 21): Make a COMPELLING OFFER.
I've found that offering a 7-day mini "e-course" on your dental
topic of choice converts a good percentage of visitors to sign up.
Your topic could be whatever interests them. Examples are: "7 Secrets of a Superstar Smile"; "7 Key Facts about Sedation Dentistry"; "7 Questions to Ask Any Dentist Before Scheduling". And so on.
Then you deliver the e-course over the next 7 days via email, sharing one "bite" of information per day. This preconditions your prospects to hear from you frequently. Then you'll shift to once or twice weekly.
If offering something via direct mail, you'll get their address.
The mailing address is the most coveted of all, because it gives
you the most options. As a genral rule though, it's best to ask
for email only at first on your website. Then later go for the
mailing address. On the phone, however, it's easier to get all
the contact info, since there's some verbal communication.
Idea #34 (May 22): Use autoresponders to deliver email.
The absolute best way to send email messages to large groups is
through autoresponder services. There are many to choose from,
and I prefer Aweber.com because they have the best deliverability success rate. You don't want to be sending emails from your own Outlook account, or AOL, etc. Use the services designed for mass delivery, even when starting small. They're dirt cheap, and worth many times their cost.
You can program autoresponders to deliver messages at predetermined dates and times, or at predetermined intervals after the opt-in date. So you have maximum flexibility, and you can have these messages being sent while you're playing golf or lying on the beach. Cool, huh?
Idea #35 (May 23): MIX IT UP!
When contacting your prospects, and especially your patients, it's
imperative that you alter your means of communication frequently. That way your message has less of a chance of getting stale. You want to avoid becoming boring at all costs...that's when people will "unsubscribe".
The benefit of getting all the contact info is that you can mix
the delivery method. Email today, direct mail next time, and so on. You should even switch from postcard to letter to newsletter, etc. You'll find that different types of messages will resonate with different people. What follows are some different communication vehicles.
Idea #36 (May 26): The E-letter.
You're reading one right now! This is a somewhat regularly scheduled message sent via email to your list. I recommend a minimum of once every 2 weeks after the initial 5-7 day communication...but once weekly is better.
You'll notice that sometimes I write you more than once per week.
Again, as long as I don't bore you and provide strong, relevant
content, you won't mind, and our relationship will grow stronger.
As you can see from my writing style, I prefer a more comfortable
"knee to knee" approach. No desire to be stuffy or overly
"professional". This is especially important with email, which
is a more casual medium than many others.
Idea #37 (May 27): The newsletter, or newsletters!
As I've said before, a MONTHLY newsletter should be the CORE of
your regular communications with your patients and prospects. One unique twist on this concept is to have 2 versions of the newsletter that you alternate, so you're keeping it fresh.
I'm currently revamping my own patient newsletter, and I'm also
working on at least one other variation. That way my patients
will be continually presented with my message from different angles. Again, the diversity will result in a broader range of resonance with more people...thus more rsulting business drawn from it. Not to mention more REFERRALS!
If you're trying to wrap your head around this, think FORMAT. How about one month sending a 4-pager, then an 8.5x11 jumbo postcard the next month...and maybe even a 12-16 page "magazine" once a quarter. Use your imagination, and keep it fun.
Idea #38 (May 28): The "Audio Postcard".
This is a hybrid of the email and the voice blast, when you contact
your entire list via the phone simultaneously. With this unique
mechanism, you send an email to everyone that links to an audio
message that you've previously recorded.
The advantage of audio is that you can be much more expressive
with your communication than you can in print. Anyone in your office can do it. Heck, if you have kids, even they can do it if they can read a simple message! Remember, this is not only about staying in touch...it's about having a little FUN too.
Would you like to hear a sample? OK...here's one I recorded just
for you: (turn up your speakers and click the link)
http://audiopostcard-007.com/X.asp?5892178X1166
Idea #39 (May 29): Throw a PARTY!
Event marketing is nothing new, but it is a growing trend in the
professional practices industry. By getting people together in a
social setting, you can strengthen relationships and grow your
business beyond anything you've imagined.
The variations are endless, but here are just a few ideas. Have you heard of "Botox parties"? Well, throw a "Smile Makeover party". Invite interested prospects to mingle over wine and cheese with patients who have already completed cosmetic procedures. They'll sell cases FOR you!
How about a "Patient Appreciation Event"...I've been doing this for
three years running. This can be in the form of a family style
barbeque, or a high-end jazzy affair at a private club. This fall
I'll hold my 4th high-end affair, and in the Spring '09 I'm doing
the barbeque...yes, I'm doing BOTH!
You can use THEMES to spice up your events. My fall event will be
my first "black and white" theme, where we'll ask everyone to wear
either black or white or both. Imagine the photos from that! The
Spring '09 event will be my "3rd Annual 39th Birthday Party". Why
not...have some fun.
One last tip: encourage your patients to bring GUESTS. I'm even
considering to REQUIRE one guest for entry into the party! This
is a great way to expose more people to you, your team, and your
practice in a relaxed setting. Can you say MORE referrals?!
Idea #40 (May 30): Use automated CARD sending!
I predict this last idea to be one my most powerful ever. Here you
can harness the power of automation, and blend it with the personal touch of sending postcards and greeting cards to individual people or groups of people. All with a few clicks of a mouse.
I've been using a tremendously COOL platform for doing this over
the past year, and the results have been SUPERB. It's called
Send Out Cards, and it's like nothing I've ever seen before. This
web based program enables you to send PHYSICAL cards to people from the internet, without ever touching the cards. You can even use your own HANDWRITING http://www.blogger.com/post-edit.g?blogID=4688599082141344429&postID=6618868697927479897as the font for the cards.
Not only can you send individual cards...you can also set up
CAMPAIGNS of multiple cards to the same people over time. I've
actually set up a BIRTHDAY campaign for all my patients, and they now receive a birthday card sent to them 7 days prior, automatically!
I'm currently in the process of creating CUSTOM cards that have a
purely dental theme, including cards that encourage referrals from my patients. They'll be organized into campaigns for automated delivery. I predict my referral volume to at least DOUBLE once I get this off the ground, all with minimal ongoing effort.
There's much more to Send Out Cards than I can explain here.
In fact, if you;re interested, why don't you check out this cool
video that illustrates just how powerful this program is.
Here's the link:
www.TheReferralMovie.com/fordentists
One BONUS: anyone who decides to start using Send Out Cards and
joins through my link (below) will receive ALL custom cards that
I develop, including those with a dental theme. These will be easy
to customize for your office, and they'll save you tons of time:
www.SendOutCards.com/fordentists
*******************************************************************
WOW, we did it! 40 Ideas In 40 Days. But as I said, I'm far
from done. Want another bonus idea? OK...
Idea #41: "Just DO IT!" (Ode to Nike) Or as Michael Masterson's
great book proclaims: "Ready, FIRE, Aim!" Don't wait to get things
"perfect". They'll never be that way. We all have to fight that,
especially after what "they" put us through in dental school. Go
back and look through these innovative ideas and get some things
done. Enlist your team to help...you'll need it. Incentivize them
well for their help, and you'll all win, laughing your way to the
bank. What's more, your patients will appreciate your extra care
and attention, and they'll be healthier too. Everyone wins! Isn't
that what it's all about? (Actually, that was 3-4 more ideas!)
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
www.DentalInsiders.com/testdrive
PS: Don't forget about all the links above. Check them ALL out!
May 30, 2008
May 19, 2008
Here are ideas #25-31
Here we go again with more from my "40 Ideas In 40 Days",
which if you remember was my gift to you in celebration of
my 40th birthday back on April 19th. I've already shared
Ideas #1-24 with you.
Ideas #25-31...BIGGER IDEAS! I'm going to shift gears and
focus this time on broader concepts that will help to guide
you through our current times. Keep in mind that each idea
I share today requires much more discussion than I have room
for here. But by merely stimulating your thoughts, you'll be
better prepared.
Idea #25 (May 13): Don't relinquish "power" to external forces!
If you remember nothing else from anything I share with you,
remember this, and you'll be better off forever. If you "take
the bait" and blame external factors for negative outcomes in
your practice, then you lose the perceived control you need to
turn things around.
Yes, the U.S. economy has slowed down a bit from the breakneck
pace we've enjoyed for the past 5 years. Recession? No way.
Can you make adjustments in your practice and sustain growth?
Absolutely!
Listen, it'll probably get a little worse before it gets better.
However, YOU control the direction of your practice! Not any
economy or other external forces...YOU. Yes, you'll have to
work a little harder and be a lot savvier to succeed in a more
difficult climate, but you can definitely do so...despite what
others may say.
Idea #26 (May 14): Build a TALL fence around your patients...
FAST! In all honesty, this task should always be a focus,
yesterday, today, and tomorrow. Problem is, most dentists are
too busy trying to get patients in the front door that they lose
sight of the wide open BACK door.
I'm talking about RETENTION, or keeping your patients for life.
This doesn't just happen...it takes purposeful effort. You must
do everything you can to make sure your patients know that you
love them and appreciate them, and that you are thinking about
them. Otherwise they'll rarely if ever think about you.
Let's think about this for a minute. Your patients are only in
your office a few times per year. And it's just not enough to
rely solely on their visits as the source of their loyalty.
In today's transient world, there are simply too many other
entities vying for their attention, including other dentists.
And if you're not careful, your patients will get "too busy" to
keep coming in on a regular basis. They'll just fade away.
So what do you do? How can you stay on "top of mind", making
it more difficult for your patients to break away from you?
Idea #27 (May 15): Stay IN TOUCH. This concept is perhaps the
most underutilized, yet most powerful, loyalty building strategy
in existence. I've written about it before, and I frequently
"dig deep" into this topic with my Dental Insiders Alliance members.
I can promise you that I'll continue to bug you about it forever,
in multiple ways, because it's that important.
When your patients hear from you, get something in the mail, or
attend an event that you throw for them, they become that much
more attached to your practice, your team, and you. It's that
simple.
I often get the question: "How often should I stay in touch?"
The answer depends on how often you can contact them without
being boring! That's one of just two sins you can commit when
reaching out to your patients. The other is "selling" to them
more than 50% of the time. It's OK to make frequent offers,
but at least half of your contact needs to be without a pitch,
and "just because".
Once monthly should be your MINIMUM standard. It's not that
hard to at least send a postcard, newsletter, or even a voice
blast to mix it up. And with email, it's even easier...BUT...
you've got to include physical mail and voice for the most
personal effect.
[NOTE: If you'd like more information on how to AUTOMATE
regular contact with your patients, reply to
DrChrisBowman@DentalInsiders.com and I'll get you
preliminary information on some upcoming developments
that are going to be HOT.]
Idea #28 (may 16): Start a LOYALTY program. I'm sure that if
you looked through your wallet, you'd find at least one "loyalty"
card. Could be from a local restaurant, hotel, airline, whatever.
Why not create a loyalty vehicle for your practice?
You can really take this in whatever direction you want, as long
as you tie future visits and/or achievement of your patients'
dental goals to specific rewards. The rewards don't have to
be huge, but the higher the perceived value, the more effective
the program.
Be creative. You can offer gift cards from area businesses,
savings off future visits in your office, either or both. You
can buy various gifts wholesale for pennies on the dollar and
give or send them to your best patients on their "anniversary"
in your practice. Either way, recognizing your patients' loyalty
will go a long way in building it further.
[NOTE: Be on the lookout in the near future for a loyalty program
that I'm currently testing in my own practice. If it passes muster,
then I'm going to launch it for your use in your own practice. It's
a little early now, but if you want to be among the first to know
about it (assuming it works out well), let me know.]
Idea #29 (May 17): Add NEW services/procedures. The more you can keep "in house", the better...as long as you don't despise doing it! If there are some services you'd like to do more of, but you don't feel as comfortable with your current skill level, then set aside time to aquire the skill it takes to become proficient.
I just returned from the Oral Sedation Dentistry course given by the Dental Organization for Conscious Sedation (DOCS). I've actually been providing sedation dentistry for 7 years, as I took the DOCS course in 2001. I had to go to this course because the NC State Board now requires a more recent course to maintain a permit for sedation dentistry. Don't ya just love new state regs? Grrrrrr!
I was amazed at how many dentists were there for the first time,
and a good number of them were still unsure about whether they
should offer sedation dentistry. It got me thinking about the fact
that there are SO many dental services that many of us could be
offering our patients that we're not...we're leaving TONS of
moolah on the table...or should I say someone else's table?!
Regarding adding procedures, don't do it if you don't like it.
Life's too short. But you can likely find new procedures that
you can add to your repetoire for major increases in revenue.
Idea #30 (May 18): Beware the "turtle"! This one goes back to the
prevailing perception of the economy, and not falling victim to it.
What I call the "turtle response" is the act of withdrawing deep
into your shell when faced with challenging times. You pull back
on marketing, spending, and other potential contributors to growth. The result...less growth. Not good.
Now, I'm not saying you should be reckless with spending in your
practice. Being sensible is certainly important, especially in
an economic crunch. But when people are flowing less freely into
your practice, the LAST thing you want to do is shut off your
marketing!
It IS a natural reaction to want to pull back, but you must stay
active in marketing and building your practice. Be sure you
TRACK your marketing to make sure what you're doing is working.
And keep it going, because it's what is keeping you going.
Idea #31 (May 19): HAPPY BIRTHDAY! No, not mine again. I know it's not likely your birthday either. But today is in fact my own father's birthday...and it's the BIG 65 for him!
What's that got to do with you? Well, today my dad's going to
not only get a call (and a special celebration dinner) from me.
He's also going to get a birthday card AND a special call from
my office! We do this for ALL of our patients, and I think it's
one of the most impactful things you can do for your patients.
You MUST add a birthday celebration to your list of ways to
stay in touch with your patients. In this case I'd focus
purely on their special day, and not worry about trying to promote anything. For some your card and/or call could be the highlight of their day, and they'll never forget it.
BONUS Idea #31.5: The 1/2 Birthday. Wanna do something really
cool? Send your patients a HALF-Birthday card! Send either
six months before or six months after their actual birthday (I
know, I'm a smart-a**). The mere fact that you were creative
enough to think of that will cause your patients to remember you
forever...and tell their friends about you. Can you say
"REFERRAL"?! See, it was worth reading all the way down to here,
wasn't it?
OK...that wraps it up for today. Remember to FORWARD this message to other dentists if you found it helpful. Help me get the word out about Dental Insiders Alliance. And, share your success stories with me...let me know when you've put my ideas to work, and what returns you've garnered from your efforts.
Have an AMAZING week.
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
www.DentalInsiders.com/testdrive
which if you remember was my gift to you in celebration of
my 40th birthday back on April 19th. I've already shared
Ideas #1-24 with you.
Ideas #25-31...BIGGER IDEAS! I'm going to shift gears and
focus this time on broader concepts that will help to guide
you through our current times. Keep in mind that each idea
I share today requires much more discussion than I have room
for here. But by merely stimulating your thoughts, you'll be
better prepared.
Idea #25 (May 13): Don't relinquish "power" to external forces!
If you remember nothing else from anything I share with you,
remember this, and you'll be better off forever. If you "take
the bait" and blame external factors for negative outcomes in
your practice, then you lose the perceived control you need to
turn things around.
Yes, the U.S. economy has slowed down a bit from the breakneck
pace we've enjoyed for the past 5 years. Recession? No way.
Can you make adjustments in your practice and sustain growth?
Absolutely!
Listen, it'll probably get a little worse before it gets better.
However, YOU control the direction of your practice! Not any
economy or other external forces...YOU. Yes, you'll have to
work a little harder and be a lot savvier to succeed in a more
difficult climate, but you can definitely do so...despite what
others may say.
Idea #26 (May 14): Build a TALL fence around your patients...
FAST! In all honesty, this task should always be a focus,
yesterday, today, and tomorrow. Problem is, most dentists are
too busy trying to get patients in the front door that they lose
sight of the wide open BACK door.
I'm talking about RETENTION, or keeping your patients for life.
This doesn't just happen...it takes purposeful effort. You must
do everything you can to make sure your patients know that you
love them and appreciate them, and that you are thinking about
them. Otherwise they'll rarely if ever think about you.
Let's think about this for a minute. Your patients are only in
your office a few times per year. And it's just not enough to
rely solely on their visits as the source of their loyalty.
In today's transient world, there are simply too many other
entities vying for their attention, including other dentists.
And if you're not careful, your patients will get "too busy" to
keep coming in on a regular basis. They'll just fade away.
So what do you do? How can you stay on "top of mind", making
it more difficult for your patients to break away from you?
Idea #27 (May 15): Stay IN TOUCH. This concept is perhaps the
most underutilized, yet most powerful, loyalty building strategy
in existence. I've written about it before, and I frequently
"dig deep" into this topic with my Dental Insiders Alliance members.
I can promise you that I'll continue to bug you about it forever,
in multiple ways, because it's that important.
When your patients hear from you, get something in the mail, or
attend an event that you throw for them, they become that much
more attached to your practice, your team, and you. It's that
simple.
I often get the question: "How often should I stay in touch?"
The answer depends on how often you can contact them without
being boring! That's one of just two sins you can commit when
reaching out to your patients. The other is "selling" to them
more than 50% of the time. It's OK to make frequent offers,
but at least half of your contact needs to be without a pitch,
and "just because".
Once monthly should be your MINIMUM standard. It's not that
hard to at least send a postcard, newsletter, or even a voice
blast to mix it up. And with email, it's even easier...BUT...
you've got to include physical mail and voice for the most
personal effect.
[NOTE: If you'd like more information on how to AUTOMATE
regular contact with your patients, reply to
DrChrisBowman@DentalInsiders.com and I'll get you
preliminary information on some upcoming developments
that are going to be HOT.]
Idea #28 (may 16): Start a LOYALTY program. I'm sure that if
you looked through your wallet, you'd find at least one "loyalty"
card. Could be from a local restaurant, hotel, airline, whatever.
Why not create a loyalty vehicle for your practice?
You can really take this in whatever direction you want, as long
as you tie future visits and/or achievement of your patients'
dental goals to specific rewards. The rewards don't have to
be huge, but the higher the perceived value, the more effective
the program.
Be creative. You can offer gift cards from area businesses,
savings off future visits in your office, either or both. You
can buy various gifts wholesale for pennies on the dollar and
give or send them to your best patients on their "anniversary"
in your practice. Either way, recognizing your patients' loyalty
will go a long way in building it further.
[NOTE: Be on the lookout in the near future for a loyalty program
that I'm currently testing in my own practice. If it passes muster,
then I'm going to launch it for your use in your own practice. It's
a little early now, but if you want to be among the first to know
about it (assuming it works out well), let me know.]
Idea #29 (May 17): Add NEW services/procedures. The more you can keep "in house", the better...as long as you don't despise doing it! If there are some services you'd like to do more of, but you don't feel as comfortable with your current skill level, then set aside time to aquire the skill it takes to become proficient.
I just returned from the Oral Sedation Dentistry course given by the Dental Organization for Conscious Sedation (DOCS). I've actually been providing sedation dentistry for 7 years, as I took the DOCS course in 2001. I had to go to this course because the NC State Board now requires a more recent course to maintain a permit for sedation dentistry. Don't ya just love new state regs? Grrrrrr!
I was amazed at how many dentists were there for the first time,
and a good number of them were still unsure about whether they
should offer sedation dentistry. It got me thinking about the fact
that there are SO many dental services that many of us could be
offering our patients that we're not...we're leaving TONS of
moolah on the table...or should I say someone else's table?!
Regarding adding procedures, don't do it if you don't like it.
Life's too short. But you can likely find new procedures that
you can add to your repetoire for major increases in revenue.
Idea #30 (May 18): Beware the "turtle"! This one goes back to the
prevailing perception of the economy, and not falling victim to it.
What I call the "turtle response" is the act of withdrawing deep
into your shell when faced with challenging times. You pull back
on marketing, spending, and other potential contributors to growth. The result...less growth. Not good.
Now, I'm not saying you should be reckless with spending in your
practice. Being sensible is certainly important, especially in
an economic crunch. But when people are flowing less freely into
your practice, the LAST thing you want to do is shut off your
marketing!
It IS a natural reaction to want to pull back, but you must stay
active in marketing and building your practice. Be sure you
TRACK your marketing to make sure what you're doing is working.
And keep it going, because it's what is keeping you going.
Idea #31 (May 19): HAPPY BIRTHDAY! No, not mine again. I know it's not likely your birthday either. But today is in fact my own father's birthday...and it's the BIG 65 for him!
What's that got to do with you? Well, today my dad's going to
not only get a call (and a special celebration dinner) from me.
He's also going to get a birthday card AND a special call from
my office! We do this for ALL of our patients, and I think it's
one of the most impactful things you can do for your patients.
You MUST add a birthday celebration to your list of ways to
stay in touch with your patients. In this case I'd focus
purely on their special day, and not worry about trying to promote anything. For some your card and/or call could be the highlight of their day, and they'll never forget it.
BONUS Idea #31.5: The 1/2 Birthday. Wanna do something really
cool? Send your patients a HALF-Birthday card! Send either
six months before or six months after their actual birthday (I
know, I'm a smart-a**). The mere fact that you were creative
enough to think of that will cause your patients to remember you
forever...and tell their friends about you. Can you say
"REFERRAL"?! See, it was worth reading all the way down to here,
wasn't it?
OK...that wraps it up for today. Remember to FORWARD this message to other dentists if you found it helpful. Help me get the word out about Dental Insiders Alliance. And, share your success stories with me...let me know when you've put my ideas to work, and what returns you've garnered from your efforts.
Have an AMAZING week.
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
www.DentalInsiders.com/testdrive
May 12, 2008
Here’s More Of “40 Ideas In 40 Days”
40 Ideas In 40 Days...#18-24. This one's long, but worth it!
Before I start, I'd like to send belated Mother's Day wishes to
all the moms in your life! Yesterday I spent time on the phone
with my own mom, who lives halfway around the world in South Africa. We speak pretty frequently despite our 6 hour time difference. I also spoke to "Bestemor", my 93 year old Norwegian grandmother. She's quite frail now, and clearly has limited time ahead. Each time I speak with them I appreciate them that much more.
Then of course there's my lovely wife Elizabeth. One of my gifts
to her this Mother's Day was letting her SLEEP IN! I piled Reid,
Kenan, and Olivia into the car in their pajamas and Crocs, and we
all went to the store at 7:30am. There the kids did a great job
picking out all Mommy's flowers and Mother's Day cards...plus of
course some cookies to go with them. After breakfast, church, and
brunch, we all had a great day just playing. Hope you did too.
OK, let's get down to biz. Today I'm going to blow right through the halfway point in my commitment to you to share 40 Ideas In 40 Days. I want to help as many dentists as possible, so PLEASE FORWARD this message to any dentists whom you feel would like to be included.
I've been getting amazing feedback from many docs regarding the
sampling of verbal skills I shared with you last time. Because of
that, I'm including more today, along with an extra important tip
as Idea #20.
Idea #18 (May 6): "Sounds like you're looking for a new dentist...
am I right?" This the first part of my "magic bullet" method for
converting callers into new patients.
Every phone call you get from a POTENTIAL new patient is an
opportunity that can either be capitalized upon...or botched. All
too often I see it botched, and the new patient lost. This is
of course a very complex topic with more to cover than in this
message, but let me cement a major point for you
There is ONE (and only one) thing that EVERY potential new patient wants when they call your office. It is: A DENTIST. No matter what their other concerns are, they all want to find a dentist that's right for them. The above verbal skill is how we zoom in on that fact, and then move toward what's most important to them.
Yes, it sounds almost too obvious. But it's extremely effective because of its simplicity. We frequently get complimented on how we handle the initial phone call, which is the main reason why many of our patients choose our practice. This method that I developed after much trial and error has doubled our conversion rate since
we started using it about three years ago. Double the new patients from the same number of calls...not bad. Imagine when you increase the number of calls!
Idea #19 (May 7): "What level of health would you like to achieve?"
This is a variation on the old "how long would you like to keep
your teeth" question. Almost every time the answer is something
like: "I want to be as healthy as possible, of course."
This question is best asked early in the conversation with a new
patient. Their answer will instantly position them in terms of
their dental goals. Then as you go through the exam process,you'll
find problems that are inconsistent with the patient's STATED
goals, in that they deviate from optimal health.
When patients realize that their current dental conditions are
not moving in the direction that they just TOLD you they want,
they'll be more likely to take notice and do something about it.
Idea #20 (May 8): This is the halfway point, so I'm going to break rhythm and share a HUGE idea with you that will hopefully liberate you somewhat, as you move through this series.
You DON'T have to use ALL these ideas! Especially not all at once!
Here's the deal. I do want you to benefit from each and every one
of the concepts I share with you. However, I know that not all
ideas will resonate with you. Who cares...you've got 40...and it
only takes ONE killer idea to literally transform your practice!
Every once in a while I'll get a cancellation request from one of
my Dental Insiders Alliance members. With rare exception, the
reason is always the same: "It's TOO MUCH information, and I can't
possibly implement ALL the ideas I'm getting from you." Not smart. By cutting off the supply, they're missing out on the next ideas, and the next, each of which could make the biggest difference.
Once again, WHO CARES? Use the ones you want...use the ones you can. Push yourself and your team to use more, and BENEFIT from it!
Idea #21 (May 9): Tell 'em what's in GREAT condition too!
Let's face it, we're all trained to seek and find all that is WRONG
with our patients' oral conditions. "Problem List" we call it.
We tell them about how many cavities they have, the cracks, the
perio, the this and the that. It's all bad news. But rarely do I
hear dentists or team members spending any time focusing on what's going well inside their patients' mouths.
I'm not talking about the generic "everything looks fine", nor am I recommending that we sugar coat anything to make it seem better. But I am saying that it's important to acknowledge where there is good health, when appropriate.
For most patients, especially younger healthy adults, it'll instill
confidence that they do actually have some healthy teeth. More
importantly it'll serve as a good CONTRAST with the conditions
that are not healthy and need improvement!
Idea #22 (May 10): "It may not last the rest of your life...but
it has the best chance." This is a great little retort that I/we
use frequently when recommending our best treatment option. It's not a surprise that patients want to know how long their dentistry will last. After all, they're making a significant investment.
The above statement cuts through the fact that even the best dentistry doesn't last forever. You MUST bring this up. On the other hand, it positions your recommendation as the BEST one for your patient, and that all other options have less value.
Idea #23 (May 11): "I have NO IDEA how dentistry elsewhere could be so CHEAP." Now, this is not for the faint of heart. But it is perhaps the most powerful positioning statement you can make about your dentistry when being challenged about your fees!
I'd never recommend that you speak negatively about another dentist or dental office. In fact I've carefully worded the above verbal skill so as not to do so. However, if your fees are above average as they SHOULD be, you'll no doubt get asked why your fees are higher than Dr. So-and-so's fees.
This is all about SPIN. Instead of defending your fees by talking
about materials, lab fees, etc...move in the other direction.
Discuss all the benefits that you'd have to TAKE AWAY by cutting
your costs, and therefore your fees. You could use CHEAPER labs,
right? CHEAPER materials? CHEAPER equipment? CHEAPER facilities? CHEAPER (less skilled) employees? Get it?
By the time the patient realizes all that would be taken away in
the interest of cheaper fees, there's no way they would want that!
Also, you've just made them realize that quality is VARIABLE in
dentistry, and that some offices (yours!) are better than others.
Idea #24 (May 12): "It's a HEALTHY investment." You've got
to get your patients thinking in terms of investment, not expense.
This takes effort, and appropriate language.
"Cost" and "Expense" are present tense terms, while "investment"
is focused on the future. Patients need to realize that it's not
just about how much they're investing now, in TODAY'S dollars.
It's about how much they'll invest over a 20-year period or longer.
Plus, by using "healthy" you take advantage of the double meaning
of the word. Healthy does mean "big", as in a lot of money. It
also means "healthy", as in not UNhealthy. Don't underestimate
the importance of this, as it once again remonds patients of their
choices.
Well, we're finally wrapped up for this week.
Whew! That was a biggie...but I'm confident that if you put this
stuff to use, you'll immediately see the difference in terms of
higher conversions among your patients.
All my best,
Chris
PS: Give me some FEEDBACK...and share your successes with me!
I want to know that you're implementing, and succeeding. Simply
reply to this address with your comments.
PPS: Don't forget to FORWARD this message to other dentists, with
instructions to go to www.DentalInsiders.com so they can sign up
for this same series. You don't want them depending on you for
the forwards all the time, do you?
PPPS: Want more, at a higher level? Just go over to my "test drive"
page and sign up for 2 months free Preferred Membership in Dental Insiders Alliance. You'll get $2173.00 in free bonuses too:
www.DentalInsiders.com/testdrive
Before I start, I'd like to send belated Mother's Day wishes to
all the moms in your life! Yesterday I spent time on the phone
with my own mom, who lives halfway around the world in South Africa. We speak pretty frequently despite our 6 hour time difference. I also spoke to "Bestemor", my 93 year old Norwegian grandmother. She's quite frail now, and clearly has limited time ahead. Each time I speak with them I appreciate them that much more.
Then of course there's my lovely wife Elizabeth. One of my gifts
to her this Mother's Day was letting her SLEEP IN! I piled Reid,
Kenan, and Olivia into the car in their pajamas and Crocs, and we
all went to the store at 7:30am. There the kids did a great job
picking out all Mommy's flowers and Mother's Day cards...plus of
course some cookies to go with them. After breakfast, church, and
brunch, we all had a great day just playing. Hope you did too.
OK, let's get down to biz. Today I'm going to blow right through the halfway point in my commitment to you to share 40 Ideas In 40 Days. I want to help as many dentists as possible, so PLEASE FORWARD this message to any dentists whom you feel would like to be included.
I've been getting amazing feedback from many docs regarding the
sampling of verbal skills I shared with you last time. Because of
that, I'm including more today, along with an extra important tip
as Idea #20.
Idea #18 (May 6): "Sounds like you're looking for a new dentist...
am I right?" This the first part of my "magic bullet" method for
converting callers into new patients.
Every phone call you get from a POTENTIAL new patient is an
opportunity that can either be capitalized upon...or botched. All
too often I see it botched, and the new patient lost. This is
of course a very complex topic with more to cover than in this
message, but let me cement a major point for you
There is ONE (and only one) thing that EVERY potential new patient wants when they call your office. It is: A DENTIST. No matter what their other concerns are, they all want to find a dentist that's right for them. The above verbal skill is how we zoom in on that fact, and then move toward what's most important to them.
Yes, it sounds almost too obvious. But it's extremely effective because of its simplicity. We frequently get complimented on how we handle the initial phone call, which is the main reason why many of our patients choose our practice. This method that I developed after much trial and error has doubled our conversion rate since
we started using it about three years ago. Double the new patients from the same number of calls...not bad. Imagine when you increase the number of calls!
Idea #19 (May 7): "What level of health would you like to achieve?"
This is a variation on the old "how long would you like to keep
your teeth" question. Almost every time the answer is something
like: "I want to be as healthy as possible, of course."
This question is best asked early in the conversation with a new
patient. Their answer will instantly position them in terms of
their dental goals. Then as you go through the exam process,you'll
find problems that are inconsistent with the patient's STATED
goals, in that they deviate from optimal health.
When patients realize that their current dental conditions are
not moving in the direction that they just TOLD you they want,
they'll be more likely to take notice and do something about it.
Idea #20 (May 8): This is the halfway point, so I'm going to break rhythm and share a HUGE idea with you that will hopefully liberate you somewhat, as you move through this series.
You DON'T have to use ALL these ideas! Especially not all at once!
Here's the deal. I do want you to benefit from each and every one
of the concepts I share with you. However, I know that not all
ideas will resonate with you. Who cares...you've got 40...and it
only takes ONE killer idea to literally transform your practice!
Every once in a while I'll get a cancellation request from one of
my Dental Insiders Alliance members. With rare exception, the
reason is always the same: "It's TOO MUCH information, and I can't
possibly implement ALL the ideas I'm getting from you." Not smart. By cutting off the supply, they're missing out on the next ideas, and the next, each of which could make the biggest difference.
Once again, WHO CARES? Use the ones you want...use the ones you can. Push yourself and your team to use more, and BENEFIT from it!
Idea #21 (May 9): Tell 'em what's in GREAT condition too!
Let's face it, we're all trained to seek and find all that is WRONG
with our patients' oral conditions. "Problem List" we call it.
We tell them about how many cavities they have, the cracks, the
perio, the this and the that. It's all bad news. But rarely do I
hear dentists or team members spending any time focusing on what's going well inside their patients' mouths.
I'm not talking about the generic "everything looks fine", nor am I recommending that we sugar coat anything to make it seem better. But I am saying that it's important to acknowledge where there is good health, when appropriate.
For most patients, especially younger healthy adults, it'll instill
confidence that they do actually have some healthy teeth. More
importantly it'll serve as a good CONTRAST with the conditions
that are not healthy and need improvement!
Idea #22 (May 10): "It may not last the rest of your life...but
it has the best chance." This is a great little retort that I/we
use frequently when recommending our best treatment option. It's not a surprise that patients want to know how long their dentistry will last. After all, they're making a significant investment.
The above statement cuts through the fact that even the best dentistry doesn't last forever. You MUST bring this up. On the other hand, it positions your recommendation as the BEST one for your patient, and that all other options have less value.
Idea #23 (May 11): "I have NO IDEA how dentistry elsewhere could be so CHEAP." Now, this is not for the faint of heart. But it is perhaps the most powerful positioning statement you can make about your dentistry when being challenged about your fees!
I'd never recommend that you speak negatively about another dentist or dental office. In fact I've carefully worded the above verbal skill so as not to do so. However, if your fees are above average as they SHOULD be, you'll no doubt get asked why your fees are higher than Dr. So-and-so's fees.
This is all about SPIN. Instead of defending your fees by talking
about materials, lab fees, etc...move in the other direction.
Discuss all the benefits that you'd have to TAKE AWAY by cutting
your costs, and therefore your fees. You could use CHEAPER labs,
right? CHEAPER materials? CHEAPER equipment? CHEAPER facilities? CHEAPER (less skilled) employees? Get it?
By the time the patient realizes all that would be taken away in
the interest of cheaper fees, there's no way they would want that!
Also, you've just made them realize that quality is VARIABLE in
dentistry, and that some offices (yours!) are better than others.
Idea #24 (May 12): "It's a HEALTHY investment." You've got
to get your patients thinking in terms of investment, not expense.
This takes effort, and appropriate language.
"Cost" and "Expense" are present tense terms, while "investment"
is focused on the future. Patients need to realize that it's not
just about how much they're investing now, in TODAY'S dollars.
It's about how much they'll invest over a 20-year period or longer.
Plus, by using "healthy" you take advantage of the double meaning
of the word. Healthy does mean "big", as in a lot of money. It
also means "healthy", as in not UNhealthy. Don't underestimate
the importance of this, as it once again remonds patients of their
choices.
Well, we're finally wrapped up for this week.
Whew! That was a biggie...but I'm confident that if you put this
stuff to use, you'll immediately see the difference in terms of
higher conversions among your patients.
All my best,
Chris
PS: Give me some FEEDBACK...and share your successes with me!
I want to know that you're implementing, and succeeding. Simply
reply to this address with your comments.
PPS: Don't forget to FORWARD this message to other dentists, with
instructions to go to www.DentalInsiders.com so they can sign up
for this same series. You don't want them depending on you for
the forwards all the time, do you?
PPPS: Want more, at a higher level? Just go over to my "test drive"
page and sign up for 2 months free Preferred Membership in Dental Insiders Alliance. You'll get $2173.00 in free bonuses too:
www.DentalInsiders.com/testdrive
May 5, 2008
40 Ideas In 40 Days…#11-17
Hola...Bueno Cinco de Mayo! Don't worry, that's about all
the Spanish I know. Don't even know if that was accurate.
But you get the point.
Let's jump back into "40 Ideas In 40 Days". I'm giving you
SEVEN ideas today. Ideas #1-5 were powerful general principles,
while the most recent #6-10 should've gotten you to think about
examining your practice, and looking for things that you want
to add (or maybe take away) to make it better.
Here I'm going to focus on bulletproof VERBAL SKILLS, and how you can use them to communicate more effectively with your patients. Apply these strategies immediately and enjoy the benefits!
Idea #11 (Apr 29) - "I can help you!" This is the way I prefer my team (or myself!) to end our greeting when answering the phone. It's best said emphasizing the "I", as if someone walked into the room and asked, "Who can help me?" Then you say, "I can help you!" We've actually gotten referrals from patients who referenced
our greeting.
This variation on "How can I help you?" may seem minor, but it
has major effects. You turn a question into a statement, and
then exude confidence by proclaiming that you can help the caller
without even knowing the question or request. Also, it's unique,
upbeat, and always gets a great response from patients. They
enjoy and appreciate the fact that we KNOW we can help.
What if you can't help? Well, you ALWAYS can. Even if you don't
know an answer or don't provide a requested service, you can still
find someone that does, or make an appropriate referral. In either
case you still helped the caller, and they'll thank you for it.
Idea #12 (Apr 30) - "Please tell me about your dental health." I've found this simple request to be THE best way for me or my team to open the dental conversation with a new patient. As you can tell it's a wide open statement, and it allows them to go in whichever direction they want. Emergency...cosmetic goals...bad past experience...whatever...they'll start with what's most important to them.
I've found this approach to be much more effective than the
"inquisition" of 20 or more questions about every dental topic
under the sun. You'll let the patient "drive" the conversation
instead of moving through a canned list of questions. Very
comfortable for even a nervous patient.
By discovering what's most important to your patients right off the bat, you immediately make the conversation ALL ABOUT THEM. It also gets them talking, while "yes/no" questions don't.
Idea #13 (May 1) - "What else? What else? What else?" This is
our follow up to "Tell me about your dental health". And it's a
CRITICAL piece of the puzzle. All too often we cut off the
conversation with a patient just before they are about to reveal
something big. "What else" prevents that...as long as you keep
asking it!
That's the key. Do NOT quit asking "What else" until the patient
is completely finished. Over and over and over, until they
literally run out of stuff to talk about. Then you'll have
your problem list pretty much made up for you by the patient.
Sure, there will be things they don't bring up that are important. But at least you made a concerted effort to hear EVERYTHING that the patient wanted to share.
Idea #14 (May 2) - DON'T SAY: "Are you having any problems?"
This must be the absolute WORST question in dentistry. Yeah,
I know...we were all taught to ask it...it seems like a good
question...it shows our concern...blah blah blah.
But also consider the fact that many patients don't THINK they
have any problems. So they say "No" when asked. Then what do
you, the doctor, do? Of course, you look in there and find a
whole mouthful of problems! Now you've got a conflict.
The patients just said no problems, but you see problems, and
you've got to prove that the patient is WRONG. Not good. If
you want to avoid this pitfall, you can't ask a question that
can potentially make patients wrong. So what do you ask?
Idea #15 (May 3) - DO SAY: "Have you noticed any changes?" This
is a flat out, KICK BUTT question that I developed after several
years of frustration with the previous question. I was trying to
figure out a way to learn the patient's perspective without
having to challenge what they just said. This fits the bill
beautifully.
By asking if they NOTICED any changes (since their last visit to us or any other dentist), you get them off the hook for not NOTICING any changes that likely took place. This solidifies our purpose as "the dentist" to find things they DIDN'T notice. Also, it doesn't make the patient wrong when we find something they had
no idea about.
Patients get much less defensive about their problem list when
we approach it in this manner. No more headbutting stubborn
patients who think eveything's OK. They now realize that many
problems are undetectable to them, and they take ownership of
their problems much more easily!
Idea #16 (May 4): DON'T SAY: "What we normally do is..." PLEASE
never say that again. There aren't many phrases that are less
personal than that one. It puts all your patients into a "box"
together, and does nothing to make them feel special, or to
recognize the uniqueness of their situation.
This phrase it at it's worst when the patient requests something
that's outside of your normal protocols...even just a bit. My
advice is to GIVE a little, and be flexible. Even if the patient's
situation calls for your exact "usual" protocols, you must avoid
making it sound as if the patient is "no one special".
Idea #17 (May 5): DO SAY: "For YOUR situation the BEST thing we
should do is..." (can be varied, but don't lose individuality!)
This is the antidote to the previous phrase. It focuses only on
the patient, and let's them know (or believe) that we are
considering their case individually, as if our only patient. We
do that anyway, so why not solidify that fact with our words?
Instead of your patients feeling like you are trying to fit them
into your systems, they'll see that you are fitting your systems
around them. The difference in perception is HUGE!
Again, situations that call for no deviation in normal systems
should still be addressed that way. Patients don't care about
"what we normally do"...they want only what's best for them. So
there's no need to do anything but present the best solutions
for them and them alone. You'll find less resistance to your
recommendations in a number of patients, just by altering the
way you present them.
OK...that'll wrap it up for this time. Remember that these ideas are just a small sample of what my Dental Insiders Alliance members receive on a monthly basis. Of course my regular members receive much more in depth information, but this should give you a taste of my style if you're not a member.
Plus, I'm not finished yet. We're only on #17, and we've got 23
to go! So be on the lookout for my next "40 Ideas In 40 Days"
message, to be sent at the end of this week. Adios amigo!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
No membership fees for 2 months at:
www.DentalInsiders.com/testdrive
the Spanish I know. Don't even know if that was accurate.
But you get the point.
Let's jump back into "40 Ideas In 40 Days". I'm giving you
SEVEN ideas today. Ideas #1-5 were powerful general principles,
while the most recent #6-10 should've gotten you to think about
examining your practice, and looking for things that you want
to add (or maybe take away) to make it better.
Here I'm going to focus on bulletproof VERBAL SKILLS, and how you can use them to communicate more effectively with your patients. Apply these strategies immediately and enjoy the benefits!
Idea #11 (Apr 29) - "I can help you!" This is the way I prefer my team (or myself!) to end our greeting when answering the phone. It's best said emphasizing the "I", as if someone walked into the room and asked, "Who can help me?" Then you say, "I can help you!" We've actually gotten referrals from patients who referenced
our greeting.
This variation on "How can I help you?" may seem minor, but it
has major effects. You turn a question into a statement, and
then exude confidence by proclaiming that you can help the caller
without even knowing the question or request. Also, it's unique,
upbeat, and always gets a great response from patients. They
enjoy and appreciate the fact that we KNOW we can help.
What if you can't help? Well, you ALWAYS can. Even if you don't
know an answer or don't provide a requested service, you can still
find someone that does, or make an appropriate referral. In either
case you still helped the caller, and they'll thank you for it.
Idea #12 (Apr 30) - "Please tell me about your dental health." I've found this simple request to be THE best way for me or my team to open the dental conversation with a new patient. As you can tell it's a wide open statement, and it allows them to go in whichever direction they want. Emergency...cosmetic goals...bad past experience...whatever...they'll start with what's most important to them.
I've found this approach to be much more effective than the
"inquisition" of 20 or more questions about every dental topic
under the sun. You'll let the patient "drive" the conversation
instead of moving through a canned list of questions. Very
comfortable for even a nervous patient.
By discovering what's most important to your patients right off the bat, you immediately make the conversation ALL ABOUT THEM. It also gets them talking, while "yes/no" questions don't.
Idea #13 (May 1) - "What else? What else? What else?" This is
our follow up to "Tell me about your dental health". And it's a
CRITICAL piece of the puzzle. All too often we cut off the
conversation with a patient just before they are about to reveal
something big. "What else" prevents that...as long as you keep
asking it!
That's the key. Do NOT quit asking "What else" until the patient
is completely finished. Over and over and over, until they
literally run out of stuff to talk about. Then you'll have
your problem list pretty much made up for you by the patient.
Sure, there will be things they don't bring up that are important. But at least you made a concerted effort to hear EVERYTHING that the patient wanted to share.
Idea #14 (May 2) - DON'T SAY: "Are you having any problems?"
This must be the absolute WORST question in dentistry. Yeah,
I know...we were all taught to ask it...it seems like a good
question...it shows our concern...blah blah blah.
But also consider the fact that many patients don't THINK they
have any problems. So they say "No" when asked. Then what do
you, the doctor, do? Of course, you look in there and find a
whole mouthful of problems! Now you've got a conflict.
The patients just said no problems, but you see problems, and
you've got to prove that the patient is WRONG. Not good. If
you want to avoid this pitfall, you can't ask a question that
can potentially make patients wrong. So what do you ask?
Idea #15 (May 3) - DO SAY: "Have you noticed any changes?" This
is a flat out, KICK BUTT question that I developed after several
years of frustration with the previous question. I was trying to
figure out a way to learn the patient's perspective without
having to challenge what they just said. This fits the bill
beautifully.
By asking if they NOTICED any changes (since their last visit to us or any other dentist), you get them off the hook for not NOTICING any changes that likely took place. This solidifies our purpose as "the dentist" to find things they DIDN'T notice. Also, it doesn't make the patient wrong when we find something they had
no idea about.
Patients get much less defensive about their problem list when
we approach it in this manner. No more headbutting stubborn
patients who think eveything's OK. They now realize that many
problems are undetectable to them, and they take ownership of
their problems much more easily!
Idea #16 (May 4): DON'T SAY: "What we normally do is..." PLEASE
never say that again. There aren't many phrases that are less
personal than that one. It puts all your patients into a "box"
together, and does nothing to make them feel special, or to
recognize the uniqueness of their situation.
This phrase it at it's worst when the patient requests something
that's outside of your normal protocols...even just a bit. My
advice is to GIVE a little, and be flexible. Even if the patient's
situation calls for your exact "usual" protocols, you must avoid
making it sound as if the patient is "no one special".
Idea #17 (May 5): DO SAY: "For YOUR situation the BEST thing we
should do is..." (can be varied, but don't lose individuality!)
This is the antidote to the previous phrase. It focuses only on
the patient, and let's them know (or believe) that we are
considering their case individually, as if our only patient. We
do that anyway, so why not solidify that fact with our words?
Instead of your patients feeling like you are trying to fit them
into your systems, they'll see that you are fitting your systems
around them. The difference in perception is HUGE!
Again, situations that call for no deviation in normal systems
should still be addressed that way. Patients don't care about
"what we normally do"...they want only what's best for them. So
there's no need to do anything but present the best solutions
for them and them alone. You'll find less resistance to your
recommendations in a number of patients, just by altering the
way you present them.
OK...that'll wrap it up for this time. Remember that these ideas are just a small sample of what my Dental Insiders Alliance members receive on a monthly basis. Of course my regular members receive much more in depth information, but this should give you a taste of my style if you're not a member.
Plus, I'm not finished yet. We're only on #17, and we've got 23
to go! So be on the lookout for my next "40 Ideas In 40 Days"
message, to be sent at the end of this week. Adios amigo!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
No membership fees for 2 months at:
www.DentalInsiders.com/testdrive
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