Have you ever gotten a coupon in the mail and used it at a new dry cleaner, restaurant, chiropractor or optometrist? Did you end up staying and developing a long-term professional, mutually beneficial relationship? If so, great! Or, did you look in next month’s coupon packet for an opportunity to try someone else new to you? In the dental lab industry, as in other businesses and professions, we aren’t always looking for bodies to come in the door and spend a few dollars with us. We would rather become acquainted with professionals who value what we do and, ultimately, their relationship with us.

Some dental labs that are busy with overflowing workloads also need new clients ñ not just any new client, but the right kind of client.  All accounts are not created equal, some are more valuable than others. If we recall the 80/20 rule, it will help us focus on acquiring more of the ë20í than the 80.  Roughly eighty percent of our revenues in a lab often come from only twenty percent of our clients.   Even more revealing is the percentage of profit that they provide and the enjoyment we find in working “with” them instead of “for” them.

Strategy: Be a Resource, not a Lab.

When a dentist has questions about materials and procedure, who do they most often turn to?  It is not their friends and colleagues as often as their laboratory technician.  The reason is simple.  Dentists feel safer and more comfortable exposing their knowledge gaps to us.  It feels less embarrassing to ask about preparation design, implant parts, luting agents or material selections.  The first step in learning is to realize what it is you do not know.  That is much easier to do in an environment that is safe, caring and non judgmental.  Our desire to maintain the business relationship and revenue stream from these clients postures us in a facilitative environment by default.  This is an incredible opportunity to nurture a relationship that helps the dentist and their practice succeed.  We are teacher and friend.  Counsel and guide.  We can and do help countless dentists become more proficient at their work through our support and knowledge.  Emphasize this in your conversations and presentations to them.  Remind them that you and your team are the “sixth” man that can come of the bench and help at crucial and non crucial times.  We are an unpaid team member that they have access to whenever they need us.  Their success is our success and we are there to help.

Strategy: Provide Educational Opportunities

I do not mean that we have to all put on the types of courses that are already provided by the plethora of institutes and organizations out there.  With the vast majority of labs at 1-5 technicians, the resources and financial risk of putting on courses with speakers that carry significant honoraria is daunting indeed.  There is another way.   We can step in as a partner and co-learner.  Providing scholarships (full or partial) to attend courses that will help them grow as people and practitioners is one way.  Attending a course with them, helping them sort through the myriad of offerings or bringing back and sharing what you have learned are others.  Budget for it and you will do it.   Grow your C and B clients into A’s by providing educational resources that help them make more money, be more balanced and help them do the dentistry that they dreamed of when they got our of school.  In his book, “The World is Flat,” Thomas Friedman asks of our organizations and society “do you have more dreams or memories?”  People, places and groups that are inspired by the quest to achieve their dreams is far more engaging that those buried in the memories of how good it used to be.  Provide learning touch points that help dentists and their teams chase their dreams.  Reputation, confidence, competence, balance, fulfillment and rewards (both financial and spiritual) are what they are really seeking.  Help them find that, and they will help you.

Strategy: Just ASK for Referrals.

This is so easy to do, really. It doesn’t take a lot of concerted change and focus on your part. And, it will have long-term positive impact. Start this healthy habit now.

If you are entering into real relationships with doctors and not just selling crowns, they will be flattered if you ask for their help in building your lab.  You are not asking everyone, just those you know well and like.  In fact, focus on that 20% we spoke of earlier.  Trust me on this; I’ve personally tested it. If they pay you a compliment after you have done work, or if you fish for one by asking how things went and they respond favorably, you have been invited. Now just ASK. “Thanks Dr. Goodtooth, I rather enjoyed it, too. You are great to work with, and I have an easy time doing my best work with dentists like you. Say, could you help me with something?” (They will always respond yes to this because they want to help, unless they have a pickup truck and you are planning to move over the weekend.) “I am not trying to have the biggest lab around here, but I do have room for a few of the right doctors. If you know of someone who needs what we do, or think of someone down the road, feel free to give him or her one of our cards. I can’t have everyone sending clients; we would be too busy. But, any friend of yours would be welcome here.”

It is amazing how insecure some of us technicians can be. Many of us are afraid of how the dentist will view us. If you use the above script, they will be actually flattered that you asked THEM. This has been tested out as an extremely successful way of attracting the right clients. Likes refer likes, so just try asking the right ones that you already have. They will send more. If, however, one of your least favorite accounts offers to send their friends to you, it is okay to tell them that you wish you had room for new ones, but you are getting so busy lately that you can’t take them. “But thanks ever so much for thinking of us.”

If you read this article and just think it will work - it won’t. You have to act.  Differentiate yourself by helping the growth and be a valued resource.  Ask for referrals and enjoy the luxury of the compound interest that these strategies bring to your practice.  You just might have more fun, make more money and find a better balance for yourself, as well.

Do you have a question for Mark Murphy? E-mail jdt@nadl.org.