Nate Booth, DDS
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Imagine for a moment that 55,545 of your ideal, potential patients are seated in Yankee Stadium on a beautiful August evening. They came to see you deliver a 30-minute presentation. There are three types of people in the audience:
▲ 3% are looking for a new dental office right now
▲ 7% are open to looking
▲ 90% are satisfied with their current dentist or not going to any dentist
Just before you walk on stage, the stadium announcer says, “Welcome to Yankee Stadium. You had to come this evening, but you don’t have to stay. If our speaker fails to keep your interest, you can simply get up and leave. Please join me in welcoming Dr. Yu!”
Right now, do you have a “stadium pitch” that would allow you to take the stage, grab the entire crowd’s attention, keep them in their seats, and move them closer to scheduling an appointment with your office? If you don’t, your practice success is taking a major hit.
An ineffective “stadium pitch”
Let’s say you walk on stage and say, “Ladies and gentlemen, the title of my presentation tonight is ‘The Five Reasons You Should Come to My Dental Office.’” You then discuss in detail each of the five reasons. How many people would be in their seats 10 minutes into your presentation? Remember, 90% of the audience isn’t interested to begin with. So these people have left the stadium — with Elvis as their escort. Most of the 7% who are open to buying, but are not currently looking, headed for the exits after a couple of minutes because they thought they were being sold. The 3% of the crowd who are currently looking are still seated.
An effective “stadium pitch”
Let’s try again. You take the stage, clear your throat, and proclaim, “Ladies and gentlemen, the title of my presentation is ‘The Five Most Dangerous Dental-Related Threats to Your Health.’” Notice this title appeals to everyone in the stadium, even the ones who aren’t interested in switching dentists. The entire crowd is intrigued and wants to learn more.
You then present a series of statistics and trends concerning diseases and general well-being. This information spurs the crowd to think, “Wow, I didn’t know that!”
Next, you discuss “The Five Threats” one at a time. You back up each threat with statistics based on verifiable research. The information is interesting, powerful, and practical. Notice that you have not talked about your office at all. The focus is entirely on the crowd, which is glued to the stadium seats because you are telling their story, not yours.
Then, you dramatically present the five steps required to squash the five threats. The first four steps may have nothing to do with your practice or the services you provide; however, Step 5 is “Visit a dentist who understands these five threats and has the knowledge, experience, and techniques to treat them.”
Next, you present the six criteria people should use when searching for the dental practice described in Step 5. You still have not mentioned your office, but guess what? You meet all of the criteria. Up to now, you have been an educator, not a salesperson. You have gained trust and rapport, not suspicion. Almost everyone is still in the stadium.
Now you ask those in the crowd if they would like to learn about your practice and services. The vast majority will say “Yes” because you have earned the right to do so. You were not a salesperson. You were an educator.
Education-based marketing
Most dental offices’ marketing strategies are similar to the ineffective “stadium pitch” described above. A few dental offices think differently. They take the education-based approach to marketing that is championed by Chet Holmes. I strongly recommend Chet’s book, “The Ultimate Sales Machine.” Don’t let the title fool you. The book relates to everything you do as a business leader. For more information, go to www.howtodoublesales.com.
In next month’s column, I will address how to morph your “stadium pitch” into a “core story” that can be used in all of your internal, external, and public relations marketing efforts. Until then, be an educator to the public. Tell their story and position your office to be the logical choice.
To reserve your place in Dr. Booth’s interactive, 60-minute Comprehensive Case Acceptance webinar, call (702) 444-1362.
Dr. Nate Booth is a speaker, consultant and author who provides dentists with the information and systems they need to thrive in their dental practices and personal lives. He is the author of numerous books. Invite Dr. Booth to speak to your dental group or coach your office team. Visit www.natebooth.com for more information on his presentations, coaching programs, and products..
