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Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon
This is how the conversation went on my follow-up visit to the oral surgeon,10 days after he removed 2 lower wisdom teeth. "Go down the hallway, enter the second door on the right and take a seat inthe dentist's chair," said the receptionist after calling my name out to the5 people in the waiting room. "How is it all going?" asked my oral surgeon slapping on a pair ofexamination gloves. "Great" I replied truthfully. "I've been totally pain free since theoperation." "You won't be when you get my bill!" he said in half jest. "I've already paid it and by my calculations, I reckon you're grossing morethan one and a half million dollars a year in revenue?" I quickly askedcombining my MBA training with years spent questioning people as abroadcaster. "You might be right, but I wouldn't know, I just concentrate on thepatients," was the last thing he said before I opened my mouth and heexamined the 2 sockets where my wisdom teeth once resided. "They're looking good, rinse with salt water regularly and call me ifthere's a problem," were his last words as I was ushered out. That was it, all over in a matter of minutes. What is the point of sharingthis with you? Well, I learnt a lot about marketing from the service Ireceived from my oral surgeon. Here are my insights and how you can apply these strategies to your ownbusiness, career or life. 1. PROVIDE SOLUTIONS TO PEOPLE'S PROBLEMS Two months earlier I hadn't been able to sleep because of an intense,searing pain coming somewhere from the back of my lower jaw. Despite takingpainkillers, it got worse until the whole side of my face started to swellup like a football. In desperation at 3.30 am, I rang the only dentist Icould find listed in the Yellow Pages with an after hours number. I woke himup. Then briefed him and he told me how much it would cost to get him andhis dental nurse out of bed and into his surgery. I decided to endure thepain in my head instead of in my wallet. I was on his surgery door as soon as it opened and the diagnosis of acompacted wisdom tooth that had become infected was confirmed. I was able toget to see my family dentist later in the day and he prescribed antibioticsand recommended I see an oral and maxillofacial surgeon. He would solve myproblems. In fact, he was so busy solving problems he was completely bookedout for the next 2 months. What problems do you solve for people? 2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS My family dentist had a stack of business cards from the oral surgeon. Hehanded me one and said "this guy is the best in town, try and see him withinthe next 2 months." The oral surgeon's business is built completely on referral business. How can you get referrals for your business or dream job? I've learnt, if you don't ask for or have a system for referrals, no matterhow busy you are now, future work has the potential to dry up. 3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND One of the great things about the hairdressing industry is that people'shair never stops growing and so they always need it cut. It's the same forlawn mowing services and extracting wisdom teeth. There's a constant demand. I've learnt this in my own business and understood that for certain clients,like those who have a regular turnover of leadership positions due to setelection periods, there is always going to be a constant change of people,and in many cases a regular demand to provide media training for new peopleas they rise up the ranks and take over leadership positions. Look for opportunities where there will be a constant demand for your skillsand services. 4. QUALIFICATIONS BUILD CREDIBILITY I noticed my oral surgeon had his University degrees and professionalqualifications printed on his business card as well as hanging on his officewall in his surgery. This provides third party endorsement, which builds credibility and trustwith patients and customers alike. How do you use your professional qualifications to build your credibility? Interestingly, a fellow speaker who works in the health sector shared thisgem in a recent newsletter. "Part of what I've been talking about involvesbuilding trust between health professionals and their clients. Consequently,my eye was caught by the following research report in New Scientist,(4th Jan 2003). Robert Hash and his colleagues at Mercer University inGeorgia have found that patients judge medical advice by the weight of theirdoctor. They studied 200 patients of 5 doctors and found that the medicalinformation and advice given by doctors who were judged to be overweightwas not trusted as much as that given by those perceived to be leaner.The article said, "If you don't look too healthy yourself, your patients maybe more inclined to take your advice with a pinch of salt."(Source: Rachel's Reflections By Rachel Green 31-Jan-2003, Number 106) Live your message and be a walking, talking example of the solutions youoffer. Fail with this and your credibility within the marketplace willdiminish. 5. COME UP WITH A UNIQUE BRAND I noticed my oral surgeon shared consulting rooms with another oral surgeonwith exactly the same qualifications. Both of their business cards sat atthe reception desk. One was plain, white and simple. The other had an interesting, colourful andcreative logo incorporating two faces. Which do you think got my attention? 6. PROVIDE THE CLIENT WITH THREE OPTIONS Fresh from my new knowledge after hearing New York-based speaker, author andconsultant Alan Weiss Ph.D CSP present, I found my oral surgeon also usedthis technique. He presented me with 3 options - do nothing, have my wisdom teeth out withjust a local pain killer or have them removed under a general anaesthetic.All had varying costs and consequences. I had previously consulted my older brother, an orthopaedic surgeon who hada similar operation 2 years ago. He chose the latter and so did I. What options can you provide clients? By the way, the third option I chose was the most expensive! 7. BACK YOUR OPTIONS UP WITH EXAMPLES Tangible examples help people make a decision and take action. Often this isbased on emotion. My oral surgeon pulled out his 'horror photos' (his words not mine) and said"this is what can happen if you don't have your wisdom teeth removed". One look and I was convinced. What examples, evidence or proof can you provide to help convince yourprospects, customers or clients they need your services. 8. MAKE IT EASY FOR CLIENTS, PROVIDE A PATH OF LEAST RESISTANCE & ADD VALUE My oral surgeon is located right next door to a day hospital. This is a newservice he has only been offering since the beginning of the year. Convenience for clients can be a big factor. I was in hospital by 10am andout by 3 o'clock in the afternoon. Sure it was more expensive and an addedvalue service. But I'm busy, am motivated by rational self-interest(especially when it comes to pain) and am willing to pay extra for theconvenience. How can you add value to your services? 9. PROVIDE WRITTEN DETAILS My oral surgeon provided written details of what to do prior and post theoperation. This was clear, precise and invaluable. How can you apply this to your business? 10. REVIEW, EVALUATE AND FOLLOW-UP Again, my specialist had a proven follow-up system to evaluate how theoperation went. How can you do the same for your business. Most of us forget the follow-up,but it is the most important Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.
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