Connecting With Your Ideal Customer
Believe it or not, doing more of the dentistry you love starts with identifying your ideal patient. Many dentists are so wrapped up in their daily grind that they never slow down to consider that their personality and motivations are just as unique as the personalities and motivations of potential patients. When you define who you want to work with you’re armed with the information you need to attract those patients and change more lives.
- You’ll be able to determine where they’re hanging out and how to spend your marketing budget more effectively so that you can reach them.
- You’ll discover what they value which will lead to better treatment presentation and acceptance rates.
- You’ll understand how to effectively communicate with them.
Now that you have your ideal patient in mind, how do you connect with them?
Stop making it difficult.
Despite all of the technology that is available, by and large, dental offices are still pushing their patients to initial in-person consultations. These days, consumers can order groceries, deposit checks, and even meet with a therapist online. Scheduling an in-person appointment simply to have a few questions answered is inconvenient and unnecessary. Set yourself apart from the pack by meeting patients where they are.
Stop making it awkward.
Today’s consumer wants to buy, but they don’t want to be sold. Patients feel vulnerable when they’re in the chair and even talking through necessary treatment can feel like a sales pitch. Trust is the key ingredient in treatment acceptance and the only way to establish trust is to substitute the idea of sales with the principles of education and service. Give the patient space and time to evaluate what you’ve presented and let them know you’re there for them when they’re ready.
Rather than prolonging a routine visit with a patient or scheduling an in-person consultation, record your recommendations, send them to the patient, and watch the dynamic change.
Stop making it confusing.
Part of establishing trust with a patient is being transparent about their options and fees. Patients are looking for answers, not a 60-minute lecture followed by a complicated financial work-up.
Remember, when you confuse the patient, you lose the patient. An effective consultation should answer 4 simple questions:
- What are my options?
- What will they cost?
- What is the ideal solution for people like me and why?
- Are there financing options?
Now, we want to hear from you! Think about the last significant purchase you considered where you worked with a Salesperson. Did you trust them? If so, what was it that established that trust? If not, what was the interaction missing? Join the conversation here.