Developing a USP (Unique Selling Proposition)

Each day we receive dozens of phone calls from Dentists all over the United States asking for advice. We get different questions ranging from "When is my next postcard mailing?" to "What are the benefits of the patient newsletter?" and everything in between.

Lately we've come across a trend of questions such as, "How do I develop a Unique Selling Proposition?"

For those of you that don't know, a Unique Selling Proposition (USP) is that one thing that makes you different, or unique, from everyone else in your profession. It takes the commodity of dentistry, and gives you that advantage that the dentist next door doesn't have.

Ask yourself, "What do I do to make myself different from the dentist next door?"

If you said you are kind and gentle, scratch that, 99% of the dentists I talk to in a day give that same answer.

With that said, there are 3 ways to differentiate yourself from your competition.

1. Stop copying what everyone else is doing!
This is a trend in dentistry that needs to stop. Sure, there are services out there that everyone will have, but then there are options that will make you better. If you are saying, "I'll wait to see what everyone else does, and i'll copy that." It is too late. 'Everyone else' will beat you to the punch (and the patients).

2. Be the best at your craft (dentistry).
Don't settle for the top 10%, be the best. Have the best equipment, the cleanest office, the kindest staff, and do the best dentistry possible on every patient. Don't worry about new innovation, just perfect greatness...perfect dentistry.

3. Do something different.
What if you were not the "one stop shop" for dentistry, but only offered fillings? The best fillings, done by a filling specialist. Don't be someone that dabbles in fillings, be the expert. Amalgym, composite, front, back, top, bottom. Know everything about them, and soon you will become the filling expert. This one seems crazy, but there are other options...finance every patient...give away a car...the sky is the limit.

Three ways, all extreme, or tame depending on how you take it. If you want the same results, money, and recognition as everyone else, go ahead and be like them. If you want more money, recognition, and results...be different.

Reasons People Don't Buy From You

In reading DM News, a marketing trade magazine, I came across an article titled "10 Reasons People Don't Buy From You." by Peter Fogel, a copywriter and marketing expert.

One of the reasons, and one that I hold to be very important is 'You don't let folks know anything about your business.' I'm not talking about electrical bills and staff costs, I'm talking personal stuff.

As Peter puts it, "People feel more comfortable once they know whom they're buying from... Let people get to know you, which then lets them feel comfortable buying from you."

This means telling them your interests. If you are in a bridge club, talk about it. If you have a German Shepherd, tell your patients. You could create a common interest, and the fact that you share an interest or hobby with your customers can do nothing but help your business.

So, in your next newsletter, (You do send out a monthly newsletter right?), put an article in about a staff member with a new baby, or a short blurb about your horse or whatever it is you like. Your patients will look at you as more of a friend rather than just some guy with a drill.

One last note, if you only keep your eyes focussed on dental pubs all the time, you are doing nothing different for your business. Try picking up other trade publications. Try Sports Business Journal, or Entrepreneur. Take the ideas and see how they can apply to your business.

Resources For Finding & Recruiting Dentists

Due to (get this) marketing, we currently have a dentist in Wisconsin that is looking for an associate to help him in one of his practices. We get this question often, and wanted to give dentists out there a resource of where to find help.

Listed in no particular order:

· I Hire Dental
· Monster.com
· DentalTown Magazine Classifieds
· American Dental Association Classified in magazine (JADA)
· Dental Jobs
· www.dental.washington.edu
· www.dentalworkers.com
· www.worktree.com

The best method is to visit the schools’ websites and look for an ALUMNI section and information along the lines of Practice Opportunities. Most of these are free of charge whereas some of the above sources charge for ads. Paying a few hundred bucks to place an ad shouldn’t be a big deal. After all, you’re looking for someone who will put a few grand a week in YOUR bank account.

Feedback…It’s Important to Know How We’re Doin’

Well, in case all the evidence I’ve provided in the past still brings doubts to mind…Here’s a recent comment from Dr. Busby:

The response to our “Green Card Mailing” has been exceptional. To date 31 people have made appointments. There have been no failures, patients have been receptive to treatment plans and have followed through with dental care. The ROI can’t be determined because it is still rising. We plan to add 2 more Zip Codes. –John Busby, DDS

Not bad. Not bad. What I didn’t include here, due to space constraints, is Dr. Busby’s print-out from his Dentrix software SHOWING the proof that he had seen 31 pts so far.

Have a profitable week!

Welcome To Jerry Jones Direct

Thanks for visiting my blog…and Congratulations on making a decision to take your practice to the next level.

I like to keep things simple. In order for my staff and I to assist you in your journey to maximum practice income, below are three areas we focus on here at Jerry Jones Direct.

The three core issues we can help you with are:

• Fine-Tune Your Practice By Providing Practice Management & Advertising Coaching via my Personal Dental Coach™ Program
• Getting New Patients (external marketing strategies)
• Retaining Your Existing Patients (internal marketing strategies)

To make your visit and experience fast, enjoyable and profitable, please visit my site at www.jerryjonesdirect.com