How’s Your Dentist?
by Ken Hall
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Dental work, unlike medical work, is usually discretionary for the patient (at least in the short term) and is less covered by insurance plans. Therefore, dental professionals have to concentrate more on making their offices more physically and emotionally attractive to their clientele. A key factor in good customer service is staff motivation, so they usually do a staff party during the year, and at least every other year they take them somewhere on a paid “staff vacation” or outing. These aren’t local, drive-them-out-of-town-to-a-nice-restaurant outings -- these are trips! In just 2005 and thus far in 2006, these doctors had taken their staffs to Mexico for a four-day weekend, on a Carnival cruise, to Las Vegas for a four-day weekend, or to Canada for a week of skiing. (See some business here?)
When I asked who did their travel arrangements, I was shocked! In each case, either one of the front desk people or the office manager made the reservations online! Then the orthodontist made the telling comment, “I was so mad because I thought she would find the best deals with Expedia. One staff had two friends who had come along and paid their own way. They flew the same flights, stayed in the same hotel, and even rented a car, and they did it all for less than I paid for my staff members.”
The conversation then turned to when they take their trips. I assumed it would be the off-season, but I found out they take their trips in their off-season, which is summertime! (Kids are out of schools, families are on vacations, the dental business slows down. Makes sense, doesn’t it?)
It also came out this isn’t nearly as prevalent on the medical side. For whatever reason, medical doctors don’t seem as inclined to do this, or so the dental people told me. I don’t know if that really applies, or if it just applies to general practitioners, but for now, think just about dentists . . .
Now, do you see business opportunities here? Here are some things to
think about:
- Think dental not medical.
- Think specialists – endodontists, orthodontists,
oral surgeons, dentists specializing in cosmetic reconstructions, etc. But don’t
forget the general dentists.
- Think locally and then in ever-increasing circles.
- Think calling them and telling
them you heard office staff trips are not uncommon, and you would like to help
them with their next trip.
- Think introducing yourself to the office manager or
key decision-maker in the office.
- Think how you can help them by focusing on your
special talents while they focus on what they do best – taking care of their
patients.
These are professional people in professional offices. Treat them with respect, but also be sure to tell them you are also a professional in your field. You can help them plan a trip in less time, probably for less money, and they can go on with their busy lives. It is one professional helping another.
Action plan:
- Grab a phone book and look under Dentists in the yellow pages.
In particular, look for the specialists -- that is where the most money is.
- Select
three whose ads impress you with their professionalism.
- This week call each
and ask for the office manager. Explain you heard many professional dentistry
offices do retreats or group trips for their staff, and you would like to work
with them. Their specialty is dentistry and yours is helping people like them
find the best travel values available. Together, you can both focus on your areas
of expertise. If the managers say they do not provide group staff vacations,
ask him/her the names of some who do. (Trust me, they know.)
- Regardless of the
outcome, write or email the office manager or dentist and offer your travel planning
services. These people are professionals, they have money, and they travel!
- Keep
in touch with them and add them to your client list.
Ken Hall is president of www.HomeBasedPros.com, a weekly e-letter with marketing and sales tips for the home-based travel agent. For more information and to sign up, go to www.HomeBasedPros.com.
(Credit: HomeBasedPros.com)
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