Murphy's Law: Strategic Marketing and Your Laboratory
Murphy's Law: Strategic Marketing and Your Laboratory
I was asked again to present a module at the NADL University on client relations. This gives me a license to pontificate (OK, with some pretty sound personal, professional and employment experience) about how to relate to our client customers. I talk about business positioning, customer relations management, strategic marketing, metrics and of course doctor lab communication. The strategic marketing segment is a bit of a misfit. I include it because I so often see non-strategic marketing executed in an attempt to acquire any new client. If we work hard at determining who it is we want to be what for, we should also spend some time chasing the right prospects.
Think about this.
In a 2003 LMT article about why dentists switch labs, the marketing strategy that attracted their attention most was word of mouth referral. Another dentist’s recommendation was the reason most cited for changing to another lab by 86 percent per cent of the dentist respondents. The second most common response (multiple answers allowed) was 24 percent saying, “samples of the lab’s work” and third at 21 percent was “lab sponsored lectures and seminars”. Three good marketing activities, but 86 percent to 24 percent is a huge gap. When I ask lab owners and managers how often they ask their best clients for referrals and introductions to prospects, there is usually an uncomfortable silence. Asking for help (see my last month’s column) is not easy or comfortable. Asking for referrals feels like that, but it isn’t. Rather we are asking people who know and trust us to bring their friends into the circle.
They will be flattered that we asked if we do it professionally. They want to help and will almost always step up to the challenge. Not always right away of course. Sometimes they will wait until they are at a meeting or in a conversation that turns to labs and dissatisfaction and then they will pounce. Pounce with a story about you and how great it has been to have a partner that helps them succeed and makes them look good. Sometimes this return on investment is months down the road in maturing. So what? As long as it comes in the style of the referrer it will be most welcome. Liks refer likes and if you have asked a good client for help, they will send someone like themselves. That is strategic!
It could go something like this:
“Dr. Jones, Can I ask you help with something?”
“I am not trying to be the biggest lab here in any town, your state, but I do have room for a couple of new accounts and I can’t have them be just any new accounts. So I am asking a couple of my best doctors to keep an eye out for the right types of other offices that might be a good fit for us. I trust your judgment and really enjoy working with you. The dentistry we do together is so much more fulfilling and meaningful.”
“If someone comes to mind, or something comes up for one of your friends, and we could help, can you keep us in mind?”
I assure you they will feel flattered that you have asked them for help. People who like each other want to help each other. Think of the last time you did someone else a favor. It is very likely that you felt better about helping them than they did receiving your assistance. Sort of like when giving a gift feels better than receiving one.
Asking your best clients for referrals is the most strategic and successful type of marketing we can do. Pre-qualified, inexpensive and effective growth will occur and, you will make you existing doctors fell good about helping. Everybody wins.
Just do it!
