[mzrdmd]

From the Doc's point of view:

We get absolutely pummeled every single day with direct mailings to our office, phone calls to our office, salesmen stopping in, etc. Sometimes even patients try to sell us stuff ! (Raffle tickets, an ad in little Suzy's basketball program, etc.)

Who gets to see me or talk to me ? NOBODY !!!!

Why ? Because I am a pushover. I buy everything from everybody. Therefore, I have put people in place to insulate me from all of this "stuff".

Also, I'm sure that the salesman believes in what he is selling, but honestly, I'm doing pretty well with the materials/techniques/processes that I have already mastered. If there is something out there that is SOOOO GOOOOD that I can't live without it, I will find out about it via Internet, dental society meetings, etc., and will check it out on my own. If I want to buy it, I will call the company and buy it.

Now, when it comes to labs, I would be extremely reluctant to change. I have been using the same lab for quite a while now, and am very satisfied with the crowns and bridges that are returned to me. All of the direct mail stuff that comes in every day goes straight to the garbage. My "Dragon Ladies" see to that for me.

What would be the most likely thing to make me change ? Well,

FIRST, I would have to be dissatisfied with my current lab in one way or another. For instance, they charge too much, the occlusion is always high, too many remakes, the secretary is a witch, it takes too long for them to turn a case, or whatever.

SECOND, if another dentist recommended them to me, I would be likely to try them. This is NOT the same as a "testimonial" on a pamphlet that they mailed to me, bulk rate. If I don't personally know the person who is giving the testimonial, it doesn't bear any weight for me.

Now, you can't make this happen, but talk to your current accounts about having them send you referrals from other dentists. We do it with our patients all the time. The best time to do this is immediately after they have given you a compliment. For example:

Me: Mrs. Jones, when you were in 3 months ago, we did a filling for you on your upper left, in the back. Are you having any troubles or concerns with it ?

Mrs. Jones: No, Doctor. It has been wonderful.

Me: Well, I'm glad to hear that. You know, it makes me really happy to know that you're pleased with it.

Mrs. Jones: I am.

Me: GREAT ! Hey, you know, we THRIVE on referrals. If you have any friends or family members that you would like to be treated the same way that you have been, please keep us in mind the next time the subject comes up. I would truly appreciate it.



Another good thing to do would be to go to your local dental society meetings. Let them see your face and hear your name. Maybe you could even give a presentation about custom shading, Zirconium, CAD CAM, whatever. Also, go to the CE that they go to. Again, let them see your face and hear your name.

Is there a rep from a supplier in your area that seems to get in to see a lot of docs ? Ask your current accounts about this. If there is, get in touch with him or her. See if you could "tag along" with them sometime.

I DO particularly like the idea of feeding the Dragon Lady. This will definitely make a memorable impression. I could actually see this working in my office. Bring by some bagels or donuts, and they will find their way to the break room. I will most likely ask where they came from, but if I don't, my ladies make sure to tell me. I will remember that. It is very important, though, that they not be cheap-o or stale. That would definitely make an impression, but not a favorable one. They don't have to be top shelf, but they shouldn't be bargain basement closeouts, either.

You will want to arrive at their office about 10 to 15 minutes after they open. You want to get them when they're fresh, but after their morning meeting. You want to get them before they are too deep in something that you are breaking their concentration, but after they have started their day. You MUST get there early in the morning. Bagels and donuts just aren't as appealing at 2 PM as they are at 8 AM. And don't think that they can just keep them until the next day. They will think you're weird for bringing breakfast food in the afternoon. Trust me on this. I know. It might also help if you do this either on a Monday, to start their week off right, or on the last day that they work in the week, as a sort of early treat for the coming weekend.

When you come by that first time, say who you are, where you are, what you do, and what you want. Chit chat for a minute or two, then leave. The Dragon Lady LOVES a breath of fresh air ! You want to be that fresh air !!!! Do NOT make her tell you "No". Even Dragon Ladies get tired of telling people no. Don't make her do it.

Come by again in about 2 or 3 weeks, doing the same thing. At this time, ask for the meeting with the Dr. If the answer is still no, don't be discouraged. Ask for a meeting with the office manager, lead assistant, or hygienist. If the answer is still no, ask if they liked whatever you brought them last time, and if the answer is no, then ask them what they like. Leave.

Come again in another 2 or 3 weeks, bringing whatever it is that they said they like. (by the way, the answers will always be that yes, they liked what you brought last time, and what they like will ALWAYS be "Whatever" :-) )then ask for the meeting. You will probably get it. If you don't get to set up the meeting when you ask for it, it would be OK to push just a little at this meeting.

It would also help if the food had a 5 by 7 picture of a beautiful crown taped to the box. That would DEFINITELY make me remember you !!!!!

If you STILL don't get a meeting after these 3 visits, I would quit wasting my money on bagels and donuts, and I would send a letter to the Dragon Lady, NOT to the Dr !!!!!! Dragon Ladies never get mail addressed to them. They will love you for it. It doesn't have to be anything special, just a "Dear Jane, I've really enjoyed getting a chance to chat with you over the past couple of months. Please keep me in mind if the Dr. ever needs, a custom shade, a rush case, is in search of a new lab, or if there is ever any other way that I can help you. Sincerely, John Smith from Smith Dental Lab" Include a business card.

If you never hear from them again, you're out what, maybe $30 and 2 hours of your time ? On the other hand, you might end up with another account out of it and generate tens of thousands if not hundreds of thousands of dollars worth of work over the course of your career. I like those odds.

Also, if you don't hear from them again, I would probably take another shot in 6 months or so with more donuts, then a week later another follow up letter to the Dragon Lady.

If you STILL don't get your chance, just send Dragon Lady a note every 6 to 9 months, and make sure that you send a Christmas card to the office. It might take 10 years to get them to give you a chance, but even if it does, you're still only out $50 and 4 hours of your time over the course of 10 years. Not a whole lot invested there, eh ?

I would NOT recommend calling or stopping by every day, or even every week. There is a salesman that has been after me to buy something from him for the last 4 or 5 months, and he has simply become a major pain in the rear end. I will NOT buy his product, just because he is a pain in my back side. It's really unfortunate, as I originally had some interest in this particular product, but he has ruined that by pounding me. I will get a similar product elsewhere.

I know that we all talk about quality and want to provide the highest quality restorations that we can, from both the lab's point of view and the dentist's point of view. The reality of the situation, though, is that it is all about RELATIONSHIPS !!!! Build a relationship with the Dragon Lady, and you will get to meet the office manager. Build a relationship with the office manager, and you will get to meet the Dr. Build a relationship with the Dr., and you will win his business. At this point, quality finally comes into play. Provide the Dr. with good quality restorations at a fair price while maintaining your relationship, and you will have a client for life.

But hey, that's just my opinion. I could be wrong.

Mike