No matter what you see in magazines or read on message boards, there is only one “get rich quick” scheme that you can implement immediately and see results. Ready?
You have to consistently over-deliver to your patients. Over-deliver, over-deliver, over-deliver.
Over-delivery means giving the patient or customer more in service value than they give you in dollar value. You can’t expect to get rich by giving a patient exactly what they paid for. That’s simply called meeting expectations! And meeting expectations is definitely not going to get you that boatload of referrals you dream about. You’ve got to WORK for those referrals. You’ve got to earn them by becoming the best of the best.
To put it bluntly, if your Practice is not prospering, then you’re NOT over-delivering. Period.
If you were, I guarantee that your patients would be paying you back (plus some!) in lifelong loyalty and referrals. The proof would be sitting right there in your bank account. So, if your bank account’s stagnant or dwindling, I’m sorry, but… You aren’t quite knocking it out of the park.
But hold on—this is the fun part. Let’s say you admit it. You realize that it’s time to make some changes… What you’ve been doing for the last five or ten years just isn’t bringing any exciting growth or wealth to your Practice. So, are you ready to get started?
(If you’re just skimming over the page, STOP HERE!!!! PAY ATTENTION! This is the MOST important tip that I can possibly give you… One that’s neglected by most offices and will supercharge your referrals. So listen up!)
You and your staff need to give off the impression that you exist for the sole purpose of making each new patient as comfortable and happy as possible. For the entire time that they are inside your office building. It doesn’t matter what mood you’re in, or if you’d rather poke your eye out than deal with people… Your whole team had better act like that patient is God’s greatest gift to Earth and make sure you serve that person’s every need. THAT is over-delivery.
Here’s a good analogy. Twenty years ago when I traveled, I would stay in whichever nice hotel was available—with no particular preference. None of them stood out to me, so it didn’t seem to matter. But then I stayed in a Ritz-Carlton… And I’ve refused to book a night at any other hotel chain since. Do you want to know why? Because their people are SO well trained, the décor is SO immaculate, and they wait on you hand and foot. You ask for something; they bring it. They have perfected the hotel experience for their guests and because of that… They have my business for life.
The truth is, you don’t need to have the cheapest prices in town to attract patients—and you shouldn’t want to! You just need to deliver a level of service that blows your patients away. You need to set yourself apart from the other Practices in your town. Aim to be the Ritz Carlton of Dental Practices… NOT the Econolodge!
Until next time,
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