How Can I Keep My Dentist Clients From Shopping for Another Laboratory?

The strength of the relationships between you and your clients is based on what they see and feel. They know whether they like you, whether you like them, how often you contact them and how much attention you give them. It'­s the little things that make them feel important.

When clients phone your business, make sure you take the call.  The more they see and talk with you, the more value they place on your relationship. The stronger the relationship becomes, the more opportunity you have to educate them about additional services you offer. It'­s a win-win situation.

The more time and energy you place on the little things, the stronger your connection will become.  Try a few of these relationship building tips:

• Make consistency a priority for delivery schedules, fabrication accuracy and quality. 
• Send hand-written notes thanking clients for their current business. Make them feel appreciated and respected.
• Ask if expanded services are needed. Provide promotional information on the latest technology available through your laboratory, especially those that the dentist frequently (if ever) orders.
• Listen earnestly to all complaints, resolve them quickly and follow-up to ensure client satisfaction.
• Personally deliver holiday or special occasion greeting cards to the doctors and staff. Include gift bags that contain personally branded items (ie: candy, viewmasters, balloons, bottled water, etc.)
• Enclose practical gifts for the patients with each case delivered (ie: lip balm, floss cards, etc.).

The more contact you maintain with your clients and the more times you get your name in front of them, the better your success.  In marketing, relationships are critical. If they are not a high priority for you, you can be sure you have already lost clients - and will continue to do so.  Take time to build and nurture relationships.  The time you invest is what keeps clients coming through your doors.

And remember, you must maintain personal contact with your dentist clients or they will shop somewhere else.

Over the next 12 months, I will assist laboratoriess in developing a marketing program. If you have never been involved in marketing before, this column can provide you with an eight-week program that will guide you step-by-step in developing a comprehensive strategy to grow your business. It will teach you about the differences in marketing to female dentists, how to personally brand your business and will provide you ideas on how to use new technology to your benefit.  I want your input and look forward to any questions you may have about the industry or ways in which we can help your company with a new marketing idea.

This column will have the answers but it needs your questions! E-mail your questions to dlanierl@aol.com or phone: (800) 239-3947. Tune-in each month to see if your question has been answered.