Business advice
Prospering in a recession
Ashley Latter gives his advice on the best ways to promote your business in these challenging economic times
A
fter speaking to dentists over the last few weeks, you would have thought that the world has ended. The worst recession in years and the
uncertainty of the NHS in the UK and the medical card system in Ireland. The rules over the last three years have
changed and you cannot expect to open your doors and take the same turnover as before the credit crunch. This is the time to become pro-active
and take action. Here are some strategies that you can adopt that will help you ride the recession, grow your practice and ensure that you prosper in the future.
Ring patients at home, instead of sending cards I have been speaking to a few dentists recently in Ireland who tell me that their appointment books have become a little gappy as patients were putting off visiting the dentist. They have been sending out reminder cards, but were getting very few responses back. Instead of sending cards, why don’t you ring your patients at home instead? You then get the opportunity to speak to your clients and make the appoint- ment there and then. I have been coaching two dental prac-
tices in Dublin using this strategy and they have both seen a significant increase in patients coming for their appointments. It is cheaper than sending cards out and it is more personable.
Contact lapsed patients Dentists think sometimes that if the patient has not visited the practice they have gone elsewhere. This may not be the case and the patients may be glad that you have contacted them. Contact your lapsed patients,
at the very least you will know what the situation is.
14 Ireland’s Dental magazine
Market yourself to the high end of the market I recently stayed in a nice hotel in the Lake District and I was surprised to see how many over 50s there were staying in the hotel. Their kids have probably left home; they have downsized and most likely have the most disposable income in the UK.
day you are selling an idea to patients. Technical skills are paramount. However,
if you cannot communicate the benefits in a language the patient understands, then no transaction will take place. These skills are crucial, especially as there is little or no government funding anymore. I recently ran my ‘Ethical Sales & Communication Skills Programme’ in
“These skills are crucial, especially as there is little or no government funding anymore”
Ashley Latter They want to look good and stay young
at the same time. So why don’t you market yourself to where all the money is?
Put your prices up The vast majority of people never buy on price alone. It is an issue yes, but it very rarely is the issue. On the basis that price is not an issue,
if you put your prices up by five per cent and, providing your costs stay the same, you could see profitability rise by up to 20 per cent.
Invest in ethical sales and communication skills I am biased but, like it or not, if you are a dentist, your income will depend on how well you and your team can communicate with your patients. Everyone in your practice is in
sales from the receptionist who answers your telephone through to the nurses and practice manager to the dentists and hygienists. Every
Dublin to 24 delegates. Without excep- tion, everyone saw an increase in uptake of treatment plans and turnover.
Create a world class patient experience The following statistics might shock you on why patients leave your practice: • One per cent die • Three per cent move away • Five per cent follow on a friend’s recommendation • Nine per cent find an alternative they perceive to be better quality • ı4 per cent are dissatisfied with the products or service • 68 per cent leave a business because of indifference. They take their business elsewhere because they do not feel valued. Since you spend a lot of money and time getting patients through the door, it is imperative that we look after them so they do not want to leave. When they are with you wow them. Create a world- class ‘Disney’ experience.
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