Love My Dentist爱我的牙医

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How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

Article source: http://whiteningnews.com/ . 文章来源： http://whiteningnews.com/ 。 Used with author's permission. 用作者的许可。

I love my dentist!我爱我的牙医！ When is the last time you could say that about yours?当是最后一次，你可以说对吗？

True, dentists do tend to get a bad rap (remember Steve Martin's sadistic character in the movie, Little Shop of Horrors?).诚然，牙医往往得到一个坏说唱（记得史蒂夫马丁的虐待狂性质的电影，小店恐怖？ ） 。 But even real-life visits to the dentist aren't high on the list of relaxing things to do.但是，即使现实生活中访问牙医不高，名单上的放松的事情。

So what does my dentist have to do with marketing?究竟什么是我的牙医都与市场营销？ Everything.每件事。 And the reasons why my dentist has more private pay clients than they can handle and is a referral-receiving machine, are marketing lessons we can all take to the bank.和的原因，我的牙医有更多的私人客户支付比他们能够处理，并转诊接收机器，有营销经验我们都可以考虑到银行。

This is not so much about how to market a dental practice, as it is an illustration of how smart marketing strategy can permeate every aspect of a busy professional service firm.这与其说是有关如何牙科市场的做法，因为这是演示如何聪明的营销策略可以渗透到各个方面的一个繁忙的专业服务公司。

During my last appointment, Dr. Penski and I talked about her practice and approach to marketing.在我最后一次任命，博士Penski和我谈到她的实践和营销方式。 Here's what I learned:这里就是我的教训：

Clear Positioning:明确的定位：

Fresh out of Georgetown University's Dental School, she couldn't get funding for her vision of a practice that would cater to women.新鲜的乔治敦大学牙医学院，她无法获得资金为她设想的做法，将迎合妇女。 In her words, "Anger was a great motivator," so she set out to fulfill her dream by catering to private-pay professional women and moms, two very influential forces when it comes to how families spend their dental dollars.在她的话来说， “愤怒是一个伟大的动力， ”所以，她规定了完成她的梦想的餐饮私人支付的专业妇女和母亲，两个非常有影响力的部队时，如何度过他们的家庭牙科美元。

From the start, she and her business partner knew they would best serve this niche by offering "dentistry with a caring touch."从一开始，她和她的生意伙伴知道他们将最好的服务于这个市场，提供“牙医与一个关怀互爱的感觉。 ” This vision permeates everything, setting a baseline for how they package and promote their services, their approach to sales, the care they provide, and day-to-day performance for the entire staff.贯穿这一切的设想，确定基准他们如何包装和推广他们的服务，他们的办法，销售，服务提供，以及日常执行情况的全体工作人员。

Thoughtful Packaging:周到的包装：

Dr. Penski explained how they created their practice "identity" on a dime.博士Penski解释他们如何创造他们的做法“身份”就一角钱。 Over dinner with spouses, the couples discussed how to "package" the new practice including uniforms, office decor, business stationary, and welcome brochure.在共进晚餐的配偶，夫妇讨论了如何“一揽子”新的实践，包括制服，办公室装修，商业平稳，并欢迎小册子。 A husband suggested they use the symbol of a fern, since it was "old, natural, and graceful -- just like they were!"丈夫建议他们使用的象征蕨类植物，因为它是“老，自然，优美-就像他们！ ” The silhouette of a fern, plucked from Dr. Penski's garden and created on her copy machine, shows up everywhere.在人影的蕨类植物，弹拨博士Penski的花园和她创建的复制机，显示无处不在。

Nature is also the theme in the waiting room where you can relax browsing nature art books, listen to soothing spa music and a fountain, and enjoy an herbal neck wrap.自然也是主题候车室这里您可以放松浏览性质艺术书籍，听舒缓的音乐温泉和喷泉，并享受草药颈部总结。 The caring touch is reinforced with an album bursting with patient letters, baby announcements, wedding photos, and thank you cards.触摸的关怀是增强相册爆破与病人的信，婴儿通告，婚礼照片，并感谢您卡。 A photo album of before and after shots demonstrates credibility in yet another way.相册的之前和之后拍摄的信誉证明的又一途径。

Smart Promotion:智能升级：

I found Dr. Penski on the Washingtonian Magazine list of top dentists.我发现博士Penski的华盛顿杂志列表顶端牙医。 A smart place to appear, if you're catering to professional women in DC.智能的地方出现，如果你是为了迎合职业妇女在直流。 I immediately knew something was different when the receptionist told me that my first appointment would be for the doctor to get to know me first, as well as assess my dental needs.我立即知道的东西是不同的时，接待员告诉我，我第一次任命将由医生去了解我，以及我的牙齿评估的需要。

The day after I made my first appointment, I received a "Welcome to our Practice" package, that included a simple but sincere welcome brochure, medical and insurance forms to complete before my appointment, a health assessment that also asked me, "If there was one thing you could change about your smile, what would it be?"第二天我在我的第一个任命，我收到了“欢迎您到我们实践”封装，包括一个简单而真诚的欢迎手册，医疗和保险的形式来完成我的任命前，一个健康评估，还问我： “如果有一件事你可以改变你的微笑，什么呢？ “ and clear payment policy.和明确的支付政策。

All of these things served to set a standard, manage my expectations, welcome me, and connect with me before my appointment.所有这些都有助于建立一个标准，管理我的期望，我表示欢迎，并与我在我的任命。 It was also a smart way to start up-selling me even before my first visit.这也是一个巧妙的方法，开办销售箱甚至在我第一次访问。

Sophisticated Persuasion:先进的说服力：

The practice takes a phased approach to bringing a new patient on board.在实践中采取了分阶段的方式带来了新的病人在船上。 This is also a sophisticated way to build trust and encourage further use of their services.这也是一个复杂的方式建立信任和鼓励进一步利用他们的服务。 The first appointment was all about assessment and relationship-building.第一次任命所有的评估和关系建设。 In addition to the most thorough, tooth-by-tooth assessment and set of x-rays I've ever experienced, Dr. Penski took her time getting to know me as a person, about my background, and my concerns or fears about going to the dentist.此外，最彻底的，牙齿的齿评估和一套X射线我已经经历，博士Penski把她的时间让你了解我作为一个人，对我的背景下，和我的疑虑或担心会牙医。 When I mentioned an interest in whitening my smile, she talked me out of it, showing me how it would look unnatural.当我提到有兴趣美白我的微笑，她说我离开它，显示我怎么会看不自然。 My trust in her credibility and interest in my wellbeing continued to deepen.我相信在她的信誉和关心我的福祉继续深化。

I asked Dr. Penski why, in 30+ years of regular dental care, was this the first time I'd ever received this thorough of a check-up?我问为什么Penski博士，在30多年的经常牙科护理，这是第一次我都收到此彻底的检查？ Her response: they break all the prescribed rules for how much time to spend with each patient, which gives them the freedom to be as thorough as possible.她的回答是：他们打破了所有订明的规则多少时间花费在每个病人，使他们的自由，是彻底的。

The business model works because they spend more time with higher-paying clients, who specifically value the approach Dr. Penski and her partner take.该工程的商业模式，因为他们花更多的时间与高收入的客户，谁的价值具体的办法Penski博士和她的伙伴考虑。 They don't have to make up for lower insurance reimbursements with a higher volume of patients.他们没有以弥补较低的保险费用较高的患者数量。 There is an overall atmosphere of calm, nurturing focus on each patient.有一个总体气氛平静，培育重点放在每个病人。 Everyone wins.每个人的胜利。

Before leaving, my second and third appointments were set up for cleaning and another minor procedure.临走时，我第二次和第三次任命成立了清洁和另一个小程序。 I was up-sold on the spot and happy about it!我是上出售的现货和感到高兴！

Relationship-Building Performance:相关建设业绩：

Dr. Penski explained that the cornerstone to the practice is their daily all-staff meeting. Penski博士解释说，基石的做法是他们的日常全体工作人员会议。 Held every morning, they discuss each patient coming in that day as a whole person: her dental treatment, what's going on in her life, what issues or fears she might have about today's procedure, and other things that matter to her experience and treatment.每天早上举行，他们讨论每个病人今后在这一天作为一个整体的人：她的牙科治疗，这是怎么回事，她的生活，什么问题或担心她可能对今天的程序，和其他东西，无论她的经验和治疗。 The meetings serve to center and refresh the doctors and staff every day, so that they're really focused on each person as an individual when she arrives.会议服务为中心，并刷新医生和工作人员的每一天，让他们真正专注于每个人作为个人当她到达。

The caring approach and relationship-building performance continued with a follow-up call to see if I had any questions from my first appointment and to provide me contact info for a new doctor referral I mentioned needing as I was leaving.照顾的办法和关系建设业绩继续进行后续呼吁看到如果我有任何问题，从我第一次任命和向我提供联系信息的一个新的医生推荐我提到的需要，我正要离开。

Never did I think I'd become a raving fan of my dentist, but there you have it!从来没有我想成为一个疯狂球迷，我的牙医，但你吧！

When I asked Dr. Penski about what they specifically do to market the practice, she said, "We don't have to market!"当我问Penski博士对他们专门做市场的做法，她说： “我们没有市场！ ” The truth is, they market every day because of how they choose to run their practice.事实真相是，他们每一天的市场，因为它们如何选择运行实践。

Here are some ideas you can borrow to create your own raving fans:这里有一些想法，您可以借用创建自己的疯狂球迷们：

1) Pick a clear niche that you really want to serve and go after it. 1 ）选择一个明确的优势，你真的想服务和去后。 You've got to really love your niche, or your efforts to penetrate this niche will ring hollow and fall flat.你得真的爱你的壁龛，或你的努力打入这个市场将空洞和秋季持平。

As important: make sure your niche has money to spend and is willing to pay for what you can deliver.作为重要的问题：确保您的利基有钱花，并愿意支付你可以提供。

2) Think of ways you can start the marketing process before you even meet new prospects. 2 ）想办法就可以开始销售过程即使您还没有适应新的前景。 How do you want them to first know about you (ie, on the Top 10 List of something that matters to your target audience)?你如何让他们首先了解你（例如，在十大名单东西事项向您的目标受众） ？ What will build your perceived credibility in the eyes of your target audience (ie, the album of patient thank you notes and photos in the waitin room)?怎样建立您认为可信的眼神，您的目标受众（即专辑的病人感谢你的说明和照片中的waitin房间） ？

Surprisingly, Dr. Penski's practice does not have a website, which is an essential marketing tool for any professional service firm!令人惊讶的是，博士Penski的做法并不拥有一个网站，这是一个重要的营销工具的任何专业服务公司！ But that doesn't stop them from doing the same things offline through low-cost printed materials and other credibility-raising, trust-building tools.但是，这并不阻止他们做同样的事情离线通过低成本的印刷材料和其他信誉的提高，建立信任的工具。 It's how you use these tools that matters.这是你如何使用这些工具的问题。

3) One you've got their attention, what can you do, say or send that will invite prospects to connect with you and set the standard that you are different (ie, a Welcome Package, self-assessment or maybe a "Checklist to Help You Pick the Right CPA for Your Business")? 3 ）一个你有他们的注意力，可以做什么，说或发送会邀请的前景，连接你和设置标准，你是不同的（例如，一个值得欢迎的包装，自我评估或者一个“清单帮助您选择合适的注册会计师为您的企业“ ） ？

4) Be consistent. 4 ）是一致的。 Does what your firm stands for permeate everything you say, do, offer, print, show and produce?难道你的坚定主张渗透到一切你说，这样做，报价，打印，显示和生产？ You don't have to have a big marketing budget to infuse your vision into everything you do.您不必有一个大的营销预算注入你的远见变成你的一切。

5) Invest in relationships. 5 ）投资关系。 Would you rather have as many higher-paying, appreciative clients as you choose or be constantly running to keep up with lower-paying, high-maintenance volume?您是否更愿意将许多高收入，感谢你的客户选择或运行必须不断跟上低工资，高维护量？ It's a choice you have.这是一个选择你。

6) Pay attention to the details. 6 ）应注意的细节。 Clients who are willing to pay good money for your professional services will not stick around if you don't attend to the details.谁是客户愿意支付好钱的专业服务，将不会坚持，如果你不参加的细节。 Dr. Penski's daily staff meeting is her vehicle for making sure nothing falls through the cracks.博士Penski的日常工作会议是她的车辆，确保没有任何属于通过裂缝。 What's yours?是什么吗？

No website, home-grown graphic design, far fewer patients per hour than recommended, chatty staff and personal relationships with patients...没有网站，土生土长的图形设计，患者要少得多，每小时比建议，健谈的工作人员和人际关系，与患者...

Is this any way to run a professional service firm?这是任何方式运行一个专业服务公司？ You bet!你打赌！

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