Doing More of the Same
I have a high threshold of pain. It takes a huge amount of pain for me to take an aspirin. Except when it comes to my teeth. Then I’m a baby. The dentist can look at me, and I feel pain all the way down to my toes. I get in the dentist chair and tightly grip the armrests. My body goes taut and comes close to levitating! I can feel the anxiety come on as I write this. I know some of you feel the same way too.
Lucky for me I found a dentist who dared to be different. I no longer have my usual anxiety and fear when I see him.
Dr. Smith’s motto is:
How different is that? First he refers to dentistry as ‘art’ and his style as ‘gentle.’ It’s sounding good to me already. I make an appointment.
His office is located in a cute blue & white, bungalow style house. His ‘waiting room’ feels like a beautifully decorated, cozy living room. There’s classical music playing, a fireplace, along with sherry or coffee if you want it. There are pillows scattered around and real art on the walls.
The staff is professional, friendly and approachable. No stupid sliding glass window contraption!
I’m feeling relaxed already. Relax is not a word I’ve used at the dentist — even while inhaling as much nitrous oxide as I could.
Dr. Smith exudes professionalism and caring. He’s interested in my past dentist experiences. He compliments me on how I’ve been caring for my teeth! His style is indeed gentle. His dental hygienist mimics his chair side manner. I feel as if I’m in good hands. My grip loosens on the armrests.
After the exam, the office manager provides me with a written treatment plan, including what my insurance will pay and what I’ll pay.
5 Things Dr. Smith did differently:
- He focused on the primary emotion people have about the dentist: fear.
- His surroundings were created to alleviate the fear.
- He backed up his words with actions: a gentle style.
- He hired and trained a staff to follow his style.
- He and his staff were professional from beginning to the end.
What can you do to make your business different? Because being different is what’s going to drive your success. It’s not about being better than your competition. In fact, it’s not about your competition at all.
Too often business owners focus on what their competitors are doing. Then they end up being just like the competitor. To your prospective client, however, it all looks the same. Why choose you over someone else?
The way to reinvent your business is to look to your customers and prospective clients for answers. What is it they want? What are their fears? How can you alleviate their fears and give them the service they desire?
Photo by: snowriderguy
