Welcome Big Case Marketers!!
Are you a Dental Professional
Looking To
Grow and Strengthen
Your Practice?
Would you like to know about a
reliable and proven way
to influence your patients to
want to say “yes”…
…even before they hear
your recommended treatment plan?
No matter what it is, people are often hesitant to commit a significant amount of money to something they cannot touch or see. And when it comes right down to it, the results your patients desire from cosmetic or reconstructive dental work only potentially exist.
What do I mean?
Well, even with dental imaging, the actual result is still a concept of what the final result will truly be.
This is why your image - the visual things patients can see and the feelings they get when in your office or when interacting with you and your staff - is the only thing a patient has to go on when they assess your ability to deliver the outcome they are hoping for.
In a patient’s mind, the image, the perception, they put together of you from all the little clues they collect, defines who you are. The quality of service you and your practice provide. The quality of the results they expect to receive. The quality of the Experience they will have as your patient.
Your IMAGE is the key
This is why it’s critical to carefully control the clues that support the image you want your patients to have. Everything they see, everything they hear, every interaction they have must support and maintain a perception of trust, comfort and quality.
YOU MUST MAKE THE INVISIBLE VISIBLE
Did you know that you, the dentist, are the one who decides how you wish your patients and prospective patients to perceive you? If you don’t make a decision about what you want that perception to be, if you don’t carefully orchestrate the Experience your patients have every single time they come into contact with your practice in any way, you lose control of that perception. You lose control of what and how they think of you. You lose control of the conclusions they come to about you.
Why?
Because “Perception is reality”
- It’s the Experience they have when they speak with you or your staff on the phone,
- It’s the Experience they have when they come to your office (what they see, what they hear, how they feel, and how they are treated),
- It’s the Experience they have when they meet with you, and
- It’s the Experience they receive afterwards,
that shapes and influences their perceptions. So when you positively influence their perception, you’re influencing what they conclude is the reality.
A patient’s perception
becomes the reality
they believe about you and your practice
Think about the last time you went out to eat. Maybe it was a new place someone just told you about, so before you even got there, you already had some expectations about what it was going to be like.
When you pulled into the parking lot, what did you think when you saw how full (or empty) it was? If there was a valet (or not), what impression did that leave? When you got to the front door, was it the kind of door you noticed because it was a nice door with a polished doorknob, or was it an unmemorable door with a generic doorknob? You hadn’t even gotten inside yet, and already you were subconsciously forming a perception of this place.
More “clues”
Was there a hostess or maitre d’, and was he or she right there when you walked in, or was no one around and you weren’t sure when someone would finally show up? Were you greeted by name and welcomed, or after consulting the computer screen, were you told to “follow me please”? Did that person leave you immediately after showing you to your table or did they wait until you were seated, smile, and say something like they hope you enjoy your dinner? Depending on which of these scenarios was true, what impression were you left with? How did that affect your perception of the restaurant?
Then there was your waitperson, let’s say it was a he. Did he introduce himself immediately when he arrived without paying attention to whether or not someone was speaking, or did he stand there and wait to be acknowledged? Did he launch into the specials before getting your drink order, did he wait until after he brought the drinks, or did he save it until you had had a chance to look at the menu for a few minutes?
Forming your perceptions
Before tasting a bite of anything, you had received dozens of little clues that shaped your perceptions of this restaurant. All of these little visual clues and the clues you picked up when interacting with the staff, affected how you felt about being there, how much you enjoyed the meal, and whether the size of the bill was an accurate reflection of the value you perceived you received.
The sum total of all these little Experiences determine whether you are going to choose to dine there again, whether you will recommend it to other people, and just what you say about the restaurant if and when you do. This sort of thing is exactly what separates the good restaurants from the mediocre ones in the minds of their guests.
And it’s exactly what influences your patients, too.
A dental office is no different than any other kind of business when it comes to the kinds of clues patients use to form their perceptions of you and your practice.
The perceptions that patients believe is the reality about you and your practice.
The perceptions that influence whether a patient decides to accept your recommended treatment plan before you’ve even presented it.
It’s all up to you
- If you want more patients,
- If you want them to readily accept your treatment plan,
- If you want to retain the patients you have,
- If you want your patients to be a regular source of referrals,
then you have to create a “reality” that inspires this.
And the way you do it, is to carefully design and manage the Experiences your patients and prospective patients have with you every step of the way.
Let’s be realistic
Assessing a patients needs and desires, then customizing an effective treatment plan is your area of expertise. Customizing relevant and compelling Experiences is likely not what you do best.
On the other hand, I’ve been designing effective and appealing Experiences for years – decades actually.
And I can show you how to do it, too.
It’s all about you
And while there are key strategic elements common to all offices, each practice has it’s own personality – your personality. Together we will explore these key elements and adapt them to fit your style. A set of planned sequences that will create the ultimate patient Experience for new patients as well as those who have been with you for years.
I will not only brainstorm with you to come up with the most appropriate and satisfying Experiences for your particular Ideal Patients, I’ll give you the strategies you’ll need to get them done. And I’ll be there every step of the way to make sure they are fully implemented.
Why should I choose to work with Sydney?
OK, you might be snickering at the idea of working with a former Madam to design Experiences that will resonate with your patients. After all, isn’t it obvious that your business is different?!? What could she possibly bring to the table that you could legitimately (no pun intended!) use?
As you’ve probably heard, Sydney’s former business was almost totally about the Experience she designed for her clients – and we’re not referring to the kind of prurient Experience you would associate with that kind of business, either!
She created an extremely specific Experience around that “other” Experience, and it was this overall Experience, not the “other” one that her clients returned over and over again to have. And paid top dollar for, too!!
Sydney is a recognized authority
It was her first book, the one that made it to number one on the New York Times Bestseller List, the same one that Fortune Magazinenamed one of the top ten business books of the year, that established her as someone who understood the importance of the Customer Experience, and how to create it.
Because of that expertise, she’s had a very successful consulting practice for over two decades. Most clients first have her do a Fresh Eyes Analysis of their business, after which she works with them to develop and execute an Experience Renovation or an Experience Upgrade that will resonate with the kind of clientele they would like to attract and have in their practice.
In recognition of her success working with entrepreneurs, small businesses and professional practices, Entrepreneur Magazine invited her to write a monthly column of the subject of the customer Experience for entrepreneur.com. Sydney is also a frequent guest on monthly calls for the members of a wide variety of business coaching groups, and presents at numerous events all over the country on the subject of the client, the customer and the patient Experience.
Options
There are probably times when you present more than one plan of treatment to your patients, and I offer options, too.
Top of the line
The ultimate high-end choice is on-site consulting. Now this isn’t for everyone I know, but for those of you who want to make the biggest impact and accomplish the most in the shortest amount of time, this is the plan for you.
To find out whether your practice is at a level that you would benefit from this option, please email me at sydney@sydneybarrows.com and we’ll set an exploratory phone call to discuss it.
Or, if you have decided that you are ready to go for it, and move ahead as far as possible as quickly as possible, let’s schedule a complimentary Business Strategy Session to determine what it would take to could accomplish that. Email me at sydney@sydneybarrows.com and we’ll schedule it.
An exceptional choice
For those of you who want all-inclusive personal time and attention, individual coaching is the most effective option for you. This plan is the only one with substantial flexibility in terms of scheduling time on the phone, requesting document review and customized research, and short-notice emergency phone consultations, to name a few.
If you have a particularly busy week or are traveling, you can book as much or as little time as you like, and if you wish, you may have a staff member or colleague sit in with you or for you on a call. For all the details, click on this link now.
An effective and comprehensive plan
If you feel that a less intense, do-it-yourself program is more up your alley, the most optimum choice for you is to join The Experience Formula.
The Experience Formula is a short-term coaching program that focuses on planning and executing appealing and relevant Experiences for the people you have identified as the segment of the market you wish to do business with, people you have determined are your Ideal Patients.
This six-month (26 week) program is limited to only eight members per group. You and I are scheduled to speak every week: there is a 30-minute call the first week, a 20-minute stay-on-track call the next week, a one-hour group mastermind call on the third week, and another 20-minute stay-on-track call on week #4. This four-week cycle is critical to getting the most from your investment.
And believe me when I say that I’ve tried other sequences. The results from this particular four-week cycle have been phenomenal.
Find yourself getting so much more accomplished
Nearly every current and former member will tell you that while creating Experiences their patients appreciate, which in turn leads to more business and more revenue, is terrific; it’s the accountability that they find even more valuable, because they see how much more they are getting done. And when you get more done, the financial rewards directly follow.
And here’s the best part…
If the superior Experiences your patients receive because you’re participating in this program influences just one more patient a month to agree to a crown procedure; if just one more patient a month is positively influenced to schedule a deep cleaning appointment (which your hygienist can do); if you book just one more laser whitening a month than you would have otherwise, then your membership will pay for itself. And that’s just for the current month, the lifetime value is much higher.
Tell me again why I need to do this?
- If you’re looking to attract more Ideal Patients
- If you want to increase your case acceptance rate
- If you’re interested in expanding your patient retention rate
- If you’d like to increase the number of personal referrals so that you don’t need to do as much marketing
- If you’d like to walk into your office every morning and know that most of your appointments are with high-fee implant or cosmetic reconstruction patients or prospective patients, then
you need to step up the positive Experiences these patients and
prospects have with you and your practice.
Just the fact that they’re in your office is a sign that they’ve already begun the “committing process”. |
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So in order to tip the scales in your favor, you must deliberately influence the perception they develop about you. And the way you do that is to carefully orchestrate the Experience they have from the very first second you appear on their radar screen until they’ve signed on the dotted line.
And as a member of The Experience Formula, that’s precisely what you’re going to do. It will be the best Return on Investment you’ve ever made.
Take a look at what the next six months could
hold for YOU, when you
sign up for The Experience Formula:
2010 Experience Formula MEMBERSHIP BENEFITS: Here is what you will receive in your six month program: |
| A 30 minute one-on-one private consulting call every month with Sydney to review your action plan, identify challenges and formulate strategies to deal with them, share your successes, review any documents you have submitted in advance, and discuss anything else you would like input, feedback or advice about. | $1,750.00 value |
| A transcript of your one-on-one call so you can quickly find specific items you and Sydney talked about, and easily refer to individual strategies and ideas you discussed so you can implement them immediately. | $350.00 value |
| An mp3 of your one-on-one consulting call so you can listen to it again as many times as you wish. | $140.00 value |
| Every other week you have a 20 minute one-on-one stay-on-track call with Sydney that will not only help you get more things done, it will ensure you get more of the right things done. | $2,167.00 value |
| Monthly group mastermind calls with your eight-member group. Just enough people for diverse expertise and perspective, but a small enough group that everyone gets a lot of individual time. After a couple of calls, you will all get to know each other, and they will feel they have a stake in your success, just as you will feel you have a vested interest in theirs. During each monthly call, every member gets a turn on the virtual "hot seat", during which time you will have the opportunity to bring everyone up to date; request advice; receive feedback; run ideas past the other members for their input and suggestions; and ask for information about resources that you need to implement your strategies. |
$1,500.00 value |
Time for the Bonuses!!! |
| All current members will be entitled to one private consulting day for only $2,500.00. Sydney's standard consulting fee is $5,000 per day. There are three options you may choose from: Option One: A one-day on-premises Fresh Eyes Analysis of your business or practice. (plus expenses) Option Two: Spend a day with Sydney in New York City. You can bring materials with you for review, you can have Sydney set up an itinerary of places you’d like to visit, you can design your personal consulting day in any way you choose. (plus all expenses) Option Three: Break down your eight-hour consulting day into increments and have private sessions on the telephone. Perfect for those who really want to focus and spend a few hours at a time on a particular issue or project. Sessions can be recorded and you will receive copies of the mp3’s. (dates and times subject to Sydney’s travel schedule and other commitments) |
$2,500.00 |
Joe Polish, the Founder and President of Piranha Marketing and one of the savviest marketers in business today. The audio program he did for Nightingale-Conant, titled Piranha Marketing, has been their Number One best selling program on marketing for the past 3 years. Joe has one of those classic American rags-to-riches stories, and is a widely liked and highly respected marketer, which is why I asked him if he had any “content” that might be helpful and interesting to you. So he has hand-picked five interviews from his extensive archives that he believes will be relevant to Financial Professionals. There are five of them - four audio mp3s, and one video - that you can download to your computer and listen to as many times as you wish. The first is with Mary Ellen Tribby, a marketer and business consultant and author of Having it all: Understanding the Tools that bring Success in Business and Balance in Life Dr. Edward (Ned) Hallowell, former professor at Harvard Medical School, is featured in two audio interviews on books he recently authored. The first is CrazyBusy: Strategies for Handling Your Fast-paced Life, which won the “Best Motivational Book of the Year” Award. The second interview is on, Married to Distraction: Restoring Intimacy and Strengthening Your Marriage in an Age of Interruption. Author, entrepreneur and professional speaker, Eben Pagan, whose business now grosses close to $30 million annually, talks to Joe about marketing, which he views as fulfilling the needs of others, and that the value of something is what the customer perceives it to be and is willing to pay for it. The video interview is with Tony Hsieh, CEO of Zappos.com and is titled "Creating a Thriving Culture - Studying the Zappos Method of Maintaining a Creative, Fun-Based Work Environment”. They’re interesting topics and easy to listen to when you’re driving. Enjoy! Joe's website is www.piranha-marketing.com |
$150.00 value |
Special Limited Bonus!!! |
The first 16 people to join will have the rare opportunity to participate in a live Q&A call with the legendary Dan Kennedy. As a personal favor, he has generously offered to spend an hour with you and will answer any questions you have about marketing your practice. The call will be recorded, so if you are unable to attend you will receive an mp3 of it, and if you have any questions you’d like answered, you will be able to email them in ahead of time. This is an extremely rare event; Dan’s personal advice could very well make you back your entire investment, and more. You don’t want to miss this. |
$2,500.00 value |
Total Value with Bonuses |
$8,557.00 |
Total Value with Bonus #1 and #2 and the Special Limited Bonus |
$11,057.00 |
Your Six-Month Membership Investment: $5,982.00
Take care of it monthly for only $997 a month
