Tags |
|
|
Links |
|
|
Other Added - Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon
I. BACKGOUNDThe federal Mail or Telephone Order Rule spells out the ground rules for making promises about shipments, notifying consumers about unexpected delays, and refunding consumers' money.Enforced by the U.S. Federal Trade Commission, the Rule applies to orders placed by phone, fax or the Internet. Compliance with the Rule can have bottom line benefits for your company, because satisfied customers are repeat customers.II. REQUIREMENTSYou must have a reasonable basis for stating that a product can be shipped within a certain time.If your advertising doesn't clearly and prominently state the shipment period, you must have a reasonable basis for believing that you can ship within 30 days.If you can't ship within the promised time (or within 30 days if you made no promise), you must notify the customer of the delay, provide a revised shipment date and explain his right to cancel and get a full and prompt refund.
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice g
Start A New Business With Minimum RiskMany times in life, you think about starting a new business of your own. However, on most of the occasions, you drop the idea of starting a new business because of the fear of failure. Several kinds of negative thoughts come to your mind: Your consumers may not show much interest in the product. You may make silly mistakes because of lack of experience and even the market may completely reject your idea. All these fears prevent you from starting a new business of your own. However, if you are also victim of this fear, why not consider franchising? A franchise is nothing but simply a replica of an already established business.Using Brand NameThere are several advantages of having franchises. When you buy a franchise, you also get the rights of not only using the brand name of an established and successful company but are also able to earn money by selling its products and services. However, you need to pay a
"Go down the hallway, enter the second door on the right and take a seat in the dentist's chair," said the receptionist after calling my name out to the 5 people in the waiting room.
"How is it all going?" asked my oral surgeon slapping on a pair of examination gloves.
"Great" I replied truthfully. "I've been totally pain free since the operation."
"You won't be when you get my bill!" he said in half jest.
"I've already paid it and by my calculations, I reckon you're grossing more than one and a half million dollars a year in revenue?" I quickly asked combining my MBA training with years spent questioning people as a broadcaster.
"You might be right, but I wouldn't know, I just concentrate on the patients," was the last thing he said before I opened my mouth and he examined the 2 sockets where my wisdom teeth once resided.
"They're looking good, rinse with salt water regularly and call me if there's a problem," were his last words as I was ushered out.
That was it, all over in a matter of minutes. What is the point of sharing this with you? Well, I learnt a lot about marketing from the service I received from my oral surgeon.
Here are my insights and how you can apply these strategies to your own business, career or life.
1. PROVIDE SOLUTIONS TO PEOPLE'S PROBLEMS
Two months earlier I hadn't been able to sleep because of an intense, searing pain coming somewhere from the back of my lower jaw. Despite taking painkillers, it got worse until the whole side of my face started to swell up like a football. In desperation at 3.30 am, I rang the only dentist I could find listed in the Yellow Pages with an after hours number. I woke him up. Then briefed him and he told me how much it would cost to get him and his dental nurse out of bed and into his surgery. I decided to endure the pain in my head instead of in my wallet.
I was on his surgery door as soon as it opened and the diagnosis of a compacted wisdom tooth that had become infected was confirmed. I was able to get to see my family dentist later in the day and he prescribed antibiotics and recommended I see an oral and maxillofacial surgeon. He would solve my problems. In fact, he was so busy solving problems he was completely booked out for the next 2 months.
What problems do you solve for people?
2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS
My family dentist had a stack of business cards from the oral surgeon. He handed me one and said "this guy is the best in town, try and see him within the next 2 months."
The oral surgeon's business is built completely on referral business.
How can you get referrals for your business or dream job?
I've learnt, if you don't ask for or have a system for referrals, no matter how busy you are now, future work has the potential to dry up.
3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND
One of the great things about the hairdressing industry is that people's hair never stops growing and so they always need it cut. It's the same for lawn mowing services and extracting wisdom teeth. There's a constant demand.
I've learnt this in my own business and understood that for certain clients, like those who have a regular turnover of leadership positions due to set election periods, there is always going to be a constant change of people, and in many cases a regular demand to provide media training for new people as they rise up the ranks and take over leadership positions.
Look for opportunities where there will be a constant demand for your skills and services.
4. QUALIFICATIONS BUILD CREDIBILITY
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice gi
Progressive companies are increasingly relying upon employee benefits to attract and retain top talent according to a new MetLife study. 55% of employers rank ‘employee retention' as their No. 1 benefits objective. Unfortunately, the same study showed that only 33% of workers feel strongly that their company effectively educates them on their benefits options. This reveals just one of the many problems the employers face when confronted with the daunting task of developing a benefits strategy and communicating it with their workers. If you're going to use benefits to build a solid workforce, here are the five most common mistakes to avoid.Lack of communicationPerhaps the biggest mistake employers make is not involving the employees during benefits decisions. Open communication is key. Finding out what employees want in regard to benefits should be your first step before making any changes. Communicating your objectives will make employees an ac
"They're looking good, rinse with salt water regularly and call me if there's a problem," were his last words as I was ushered out.
That was it, all over in a matter of minutes. What is the point of sharing this with you? Well, I learnt a lot about marketing from the service I received from my oral surgeon.
Here are my insights and how you can apply these strategies to your own business, career or life.
1. PROVIDE SOLUTIONS TO PEOPLE'S PROBLEMS
Two months earlier I hadn't been able to sleep because of an intense, searing pain coming somewhere from the back of my lower jaw. Despite taking painkillers, it got worse until the whole side of my face started to swell up like a football. In desperation at 3.30 am, I rang the only dentist I could find listed in the Yellow Pages with an after hours number. I woke him up. Then briefed him and he told me how much it would cost to get him and his dental nurse out of bed and into his surgery. I decided to endure the pain in my head instead of in my wallet.
I was on his surgery door as soon as it opened and the diagnosis of a compacted wisdom tooth that had become infected was confirmed. I was able to get to see my family dentist later in the day and he prescribed antibiotics and recommended I see an oral and maxillofacial surgeon. He would solve my problems. In fact, he was so busy solving problems he was completely booked out for the next 2 months.
What problems do you solve for people?
2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS
My family dentist had a stack of business cards from the oral surgeon. He handed me one and said "this guy is the best in town, try and see him within the next 2 months."
The oral surgeon's business is built completely on referral business.
How can you get referrals for your business or dream job?
I've learnt, if you don't ask for or have a system for referrals, no matter how busy you are now, future work has the potential to dry up.
3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND
One of the great things about the hairdressing industry is that people's hair never stops growing and so they always need it cut. It's the same for lawn mowing services and extracting wisdom teeth. There's a constant demand.
I've learnt this in my own business and understood that for certain clients, like those who have a regular turnover of leadership positions due to set election periods, there is always going to be a constant change of people, and in many cases a regular demand to provide media training for new people as they rise up the ranks and take over leadership positions.
Look for opportunities where there will be a constant demand for your skills and services.
4. QUALIFICATIONS BUILD CREDIBILITY
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice g
When setting your business goals for the week, month, or year, it's worthwhile to follow a particular format that many great minds have written about over the years. First of all, they must be written down. A goal that is in your head is nothing more than an idea. Writing it will crystallize the goal and make you far more likely to accomplish it. All written goals should be in the present tense, positive, and personal. As you write them and repeat them to yourself, your subconscious mind will begin to believe it, and they will become true.Present The subconscious mind can only understand the present moment in time. So instead of saying "I'm going to start a business" or "I will start a business" say "I am starting a business".Positive You should always reaffirm positive beliefs about yourself. Instead of saying "I don't make bad investments" write "I make good investments with a high
I was on his surgery door as soon as it opened and the diagnosis of a compacted wisdom tooth that had become infected was confirmed. I was able to get to see my family dentist later in the day and he prescribed antibiotics and recommended I see an oral and maxillofacial surgeon. He would solve my problems. In fact, he was so busy solving problems he was completely booked out for the next 2 months.
What problems do you solve for people?
2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS
My family dentist had a stack of business cards from the oral surgeon. He handed me one and said "this guy is the best in town, try and see him within the next 2 months."
The oral surgeon's business is built completely on referral business.
How can you get referrals for your business or dream job?
I've learnt, if you don't ask for or have a system for referrals, no matter how busy you are now, future work has the potential to dry up.
3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND
One of the great things about the hairdressing industry is that people's hair never stops growing and so they always need it cut. It's the same for lawn mowing services and extracting wisdom teeth. There's a constant demand.
I've learnt this in my own business and understood that for certain clients, like those who have a regular turnover of leadership positions due to set election periods, there is always going to be a constant change of people, and in many cases a regular demand to provide media training for new people as they rise up the ranks and take over leadership positions.
Look for opportunities where there will be a constant demand for your skills and services.
4. QUALIFICATIONS BUILD CREDIBILITY
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice g
Introducing new products or services, bringing new people on board, developing a new process or procedure, installing new equipment, change seems to be the one constant in business today and change always seems to drive a need for training.In conducting training needs analysis at any level, we need to understand that training may not be the solution, at least not the whole solution. Training is normally employed with the expectation of changing individual performance. While training can, and does change the ability of individuals to perform, on-the-job performance also depends on other factors that form a complex interconnected human performance system. For any system to produce a desired performance output, there are always a number of factors that must be managed.Six-factors for human performanceThe following is a six-factor system model for human performance. In principle if you manage all six well, you will get the desired performance. If
I've learnt, if you don't ask for or have a system for referrals, no matter how busy you are now, future work has the potential to dry up.
3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND
One of the great things about the hairdressing industry is that people's hair never stops growing and so they always need it cut. It's the same for lawn mowing services and extracting wisdom teeth. There's a constant demand.
I've learnt this in my own business and understood that for certain clients, like those who have a regular turnover of leadership positions due to set election periods, there is always going to be a constant change of people, and in many cases a regular demand to provide media training for new people as they rise up the ranks and take over leadership positions.
Look for opportunities where there will be a constant demand for your skills and services.
4. QUALIFICATIONS BUILD CREDIBILITY
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice g
Look for an Import and Export Management Company with a sophisticated technical infrastructure and suite of transportation logistics solutions, which adhere to international standards, and can be tailored to meet customer requirements.A technical infrastructure that provides easy access to information through e-mail, SMS, fax, and the Internet is an essential part of a freighting company. The provision of accurate information and timelines is a critical component of the supply chain. Information you need to put your mind at ease should be available day and night, so you can manage the business of your move, efficiently and effectively.Shipping Freight-The PitfallsFirst point of call is to choose a company that in terms of transportation logistics, offers you a level of service that you are happy with. They must meet the terms agreed upon. You need to make it clear from the beginning that if additional costs do occu
I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.
This provides third party endorsement, which builds credibility and trust with patients and customers alike.
How do you use your professional qualifications to build your credibility?
Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice given by doctors who were judged to be overweight was not trusted as much as that given by those perceived to be leaner. The article said, "If you don't look too healthy yourself, your patients may be more inclined to take your advice with a pinch of salt." (Source: Rachel's Reflections By Rachel Green 31-Jan-2003, Number 106)
Live your message and be a walking, talking example of the solutions you offer. Fail with this and your credibility within the marketplace will diminish.
5. COME UP WITH A UNIQUE BRAND
I noticed my oral surgeon shared consulting rooms with another oral surgeon with exactly the same qualifications. Both of their business cards sat at the reception desk.
One was plain, white and simple. The other had an interesting, colourful and creative logo incorporating two faces. Which do you think got my attention?
6. PROVIDE THE CLIENT WITH THREE OPTIONS
Fresh from my new knowledge after hearing New York-based speaker, author and consultant Alan Weiss Ph.D CSP present, I found my oral surgeon also used this technique.
He presented me with 3 options - do nothing, have my wisdom teeth out with just a local pain killer or have them removed under a general anaesthetic. All had varying costs and consequences.
I had previously consulted my older brother, an orthopaedic surgeon who had a similar operation 2 years ago. He chose the latter and so did I.
What options can you provide clients?
By the way, the third option I chose was the most expensive!
7. BACK YOUR OPTIONS UP WITH EXAMPLES
Tangible examples help people make a decision and take action. Often this is based on emotion.
My oral surgeon pulled out his 'horror photos' (his words not mine) and said "this is what can happen if you don't have your wisdom teeth removed".
One look and I was convinced.
What examples, evidence or proof can you provide to help convince your prospects, customers or clients they need your services.
8. MAKE IT EASY FOR CLIENTS, PROVIDE A PATH OF LEAST RESISTANCE & ADD VALUE
My oral surgeon is located right next door to a day hospital. This is a new service he has only been offering since the beginning of the year.
Convenience for clients can be a big factor. I was in hospital by 10am and out by 3 o'clock in the afternoon. Sure it was more expensive and an added value service. But I'm busy, am motivated by rational self-interest (especially when it comes to pain) and am willing to pay extra for the convenience.
How can you add value to your services?
9. PROVIDE WRITTEN DETAILS
My oral surgeon provided written details of what to do prior and post the operation. This was clear, precise and invaluable.
How can you apply this to your business?
10. REVIEW, EVALUATE AND FOLLOW-UP
Again, my specialist had a proven follow-up system to evaluate how the operation went.
How can you do the same for your business. Most of us forget the follow-up, but it is the most important
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.otheradded.com/article/30098/otheradded-Marketing-Strategy-101-10-Marketing-Strategies-I-Learnt-From-My-Oral-Surgeon.html">Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon</a>
BB link (for phorums):
[url=http://www.otheradded.com/article/30098/otheradded-Marketing-Strategy-101-10-Marketing-Strategies-I-Learnt-From-My-Oral-Surgeon.html]Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon[/url]
Related Articles:
Franchising Industry Burdened in Over Regulation
Bookmark it:
|