A Tale of two dentists; one detracting and the other attracting more sales!
Early in my sales career, I learned that people buy from people they like and trust. Sitting in the first dentist’s chair in my new town, I was astonished to learn that a product I needed was $100 more than just 45 miles away. Dr. Sue seemed very capable so I continued with her service. However, each time, I felt she was trying “up-sell” her services. This means adding extra fees and services to an a la carte menu that were not really needed but implied they would “help”. Distrust crept into my mind.
The next time, I visited the practice of a different dentist. He was old world, gentle and also capable but did not try to up-sell. I then found I had a need for the apparatus for which the first dentist wanted a premium.
Here is what set the two dentists miles apart:
I entered Dr. Bill’s office asking to purchase the apparatus. He refused to give it to me stating my problem was related to something over which I have control and should observe. My money was not his object, instead, good dental health was his concern. On the way out, I asked to pay. The receptionist responded by saying, “Oh no we are concerned about your health and only want to monitor you. There is no charge.”
The strong sense of ethics experienced at Dr. Bill’s office will have me returning for many years as well as recommending him to his prospects and future clients. While he did not make money that morning, he will make up for it by the referred clientele. This is business development at its best. To prove the point, it was our neighbor who recommended him to us and she found out about Dr. Bill through her friend. It’s a marketing-communication chain reaction of good word of mouth spreading around the community about his practice.
As entrepreneurs, what can you do to mirror similar customer service to develop your returning and referring clientele? This is what makes for an extraordinarily Smooth Sale!
