I remember fifteen years ago when I purchased a nearby dental practice to be a “branch” practice, I thought it might be a good idea to place a sign out the front of that business that read:
“UNDER NEW MANAGEMENT”
But I was advised not to….
The reason I thought it might have been a good idea was that I thought it might attract BACK those customers or patients who had left that practice because of the poor people skills of the previous owner.
And that’s a valid reason.
But it’s not a very good reason.
You see, all that a sign like that does is highlight to the general population that for some reason or another there was a previous problem with this business, and now you’re going to fix it.
But maybe nobody out there really knew that there had been a previous issue….
The other thing a sign like that manages to do is that it alerts those “loyal customers” of the previous business owner that a change is occurring.
Which may or may not be a good thing.
Many years ago I used to travel across town on a regular basis to have my hair cut.
On one visit, the salon owner told me that he was going to be relocating and then selling his salon, as a result of renovations that his landlord had planned for his location.
And so I decided that this was a good time for me to find a hairdresser closer to where I was living and working, and one that was going to be more convenient for me, rather than travelling all the way across town.
Years later I bumped in to someone who told me that my hairdresser across town had never sold up, as he had mentioned.
And so, if I had stayed loyal to that business and had not acted to separate myself based on chatter, rather than on fact, I might still have been a client of that salon.
Who was to know…
Ultimately, the best way to inform loyal customers is not to place a sign, but rather to write a sincere letter from the vendor, letting his patients know that he had decided to sell and move on. This letter would serve the purpose of being a personal introduction of the new owner, from the vendor.
Accompanying this letter should be a short letter from the purchaser, acknowledging the sale, and the opportunity, with sincere thanks.
And that would make for smooth sailing…
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The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.
Email me at firstname.lastname@example.org