Make Price Irrelevant; How To Get Best Client Or Patient For YOU.
We all want “great customers” (or whatever label you give them – clients, patients, honored guests, etc.), right? We want the client that doesn’t complain about price, quality, service and only compliments us from our first interaction and refers everyone they know to us. That’s like Dental Nirvana, right? (OK, so some would rather play with the latest laser or instant crown machine than think about patients…I got it, I got it ☺).
Part of that battle begins with how you train your patients to react to you, how you treat them and how you respond to their inquiries, questions and so on.
We hear a lot about “verbal” skills (which is Dental Code for: Communication 101 and Selling 101 integrated together) from different dental consultants all over the industry. However, written skills are just as important and often, can communicate to a person BETTER than verbal communication. My most valued skill is being able to communicate in print and get people to react – or, in some cases, ENJOY immensely the ability to punch ‘em in the solar plexus without having to get physical.
Let me give you an example.
Here is a response, written from a vendor to a business that had submitted an RFP (request for proposal) and how they handled price. Frankly, it’s brilliant and well-done. There’s something ALL of us can learn from this. I encourage you to study it carefully and look at how you might improve your verbal skills to incorporate the message behind the message in this letter.
Dear John,
Here is the estimate you requested. Based on the information forwarded we would only assume the size and style of equipment desired. This estimate is based on a 55 passenger (pax) Coach with audio, video equipment included. If you wish to downsize to a 47-pax and, or eliminate the audio, video we could save you some money. All indications from my sources, along with your statement in the RFP leads us to believe that your main concern for this estimate will be based upon price only. We are not interested in, nor will we offer a discount transportation service. Our quality Coaches are the cleanest in the Northwest. They will be reliable, arrive on time and be operated by some of, if not the best possible drivers available. A high level of service is our priority, not just basic transportation. Our parent company Prestige Custom Tours conducts business daily with highest profile clients in Northwest, such as Nike, the Portland Trailblazers (the owner for each home game), the Portland Lumberjax, Adidas, Freightliner and are the Official Transportation Company of the Rose Quarter to name a few. As you can see we are accustomed to dealing with professionals as professionals.
If you determine that price is more important to you than the highest quality, we do have another mid-tier provider in our organization, for our clients who are more cost conscious. Far West MotorCoaches has been absorbed into the Prestige Transportation group. They will have only 47-pax coaches available, and would have no additional advertising budget.