In his book, No B.S. Ruthless Management of People and Profits, Dan Kennedy says that the number one imperative governing a business’s profits is having the most effective marketing, to attract new customers, to optimize the value of customers, and to rescue lost customers.
And by marketing, he doesn’t just mean advertising.
He means internal marketing as well.
Like great staff members, and great systems.
Because without a great team implementing great systems, there is no way on earth that you will make your business as profitable as it can be.
And a business not running at full strength is like driving down the freeway with your foot on the accelerator but with the handbrake still fully activated.
It’s very interesting when you break the dental business down into these three categories. Because most dentists don’t see their business as a component of two of these categories, let alone all three.
- Attract new customers
- Optimize the value of customers
- Rescue lost customers
Most dentists feel when things are slow, that they need to attract more new customers.
And more new customers is good. But it’s not so good if your team and systems aren’t on board, and your business and practice is bleeding and leaking patients left right and centre through gaping holes in your procedures and protocols.
Simple procedures and protocols that need to be followed by all team members at all times to make sure that clients, patients and customers stay in the dental practice forever, and spend more, and come more often and refer more people to you.
It’s that simple.
But sadly, some team members don’t take an interest in the other parts of the dental office other than their own small world, and the task they have to do….
And it’s these team members who are found out time and time again when a Dental Office hires me to come in to their practice and implement the Ultimate Patient Experience Programme.
It’s a real light bulb moment for some offices and some team members.
And this is a good thing.
You see, suddenly team members start to realise that their roles can be so much more than what they had originally thought they were.
Great team members will embrace the change, the challenge and the responsibility involved in improving the dental office, and taking it up and over to a whole new and better level of service delivery.
Sadly, at the other end of the spectrum, team members not willing to expand their horizons within the dental practice begin to find that they are indeed embracing new employment opportunities a lot sooner than they thought.
And that can be a good thing for all involved, including those team members, and also the doctor, the other team members, the Dental Practice, and the patients of the practice.
The team wins because embracing all three components of the business expands their roles and their education and their opportunity.
It gives the team a power to really feel like they are contributing and making a difference, to the patients, to the practice and to the doctor and to each other.
The patients win because they receive only the best of care and the best of treatment and the best of options and the best of services.
The practice wins because the patients are committed raving fans, who visit more often, spend more per visit and refer more friends because of the wonderful service and experiences that they receive.
The doctor wins because now he has a busier more productive dental office, filled with happy referring patients manned by a happy and engaged dental team.
And the team wins again because of the process of unification and common purpose.
You see, the processes of optimising the value of customers and of rescuing lost customers are not mutually exclusive.
Because with increased optimization, with engagement of great Above and Beyond World Class Customer Service Principles, along with improved diagnosis and thorough and complete treatment planning and organisation, with all of this engagement there is a dramatic reduction in leakage and bleeding of patients and customers from the books of the Dental Office.
And that means a dramatic reduction in the number of patients and customers requiring rescuing from the Ocean of Lost Customers.
And that’s an even better thing…
Bottom line is that all three services, when executed properly, and in unison, dramatically increase the profitability of the Dental Office.
And that’s a Win-Win-Win for everybody and all.
It’s a win for the Office, a win for the patients, a win for the doctor and a win for the team.
And that’s what we’re all here working for.
A lot more than just a paycheck….
“If you want maximum profits, that imperative had better be maximum profits. It won’t take much analysis to determine the number one imperative governing profits. To save you the trouble of looking, it’s having the most effective marketing, to attract new customers, to optimize the value of customers, and to rescue lost customers.”
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The Ultimate Patient Experience is a simple to build system 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
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