Patient Attraction Episode 457
Hi, Colin Receveur here, and I love Amazon.com. I once went a whole year without stepping foot in a physical retail location and ordered only from Amazon.com. When we come back, I want to tell you some facts about Amazon that can improve your dental practice. Stay tuned.
– I wasn’t kidding when I said I love Amazon.
– We stock our office with food and drinks from Amazon’s Prime Pantry.
– I commonly tell people who say they need something, “There is this store down by the river that has all those you would ever need.”
– It’s because there is an Amazon fulfillment center in nearby Jeffersonville, Indiana.
– Today, I want to give you 5 ways that Amazon satisfies customers that dentists could emulate.
- Offer a variety of quality products and services.
– You go to Amazon because they probably have a product that solves your problem.
– Need a grass seed that is drought-resistant? Got it.
– Need lights to grow plants indoor? Done.
– Can you say the same thing?
– Patients want tooth-colored fillings or sedation dentistry?
– Can they come to you?
– If not, they’ll go somewhere else.
- Amazon stands behind its products.
– You can buy with 100 percent confidence that if the product you buy from Amazon doesn’t do what it says, Amazon will refund your money or replace the product.
– Amazon is only successful as long as consumers trust it to come through on what it promises.
– Doesn’t that sound like a dental practice?
– So what kind of warranty to you offer on your dental work?
- Amazon’s top brass talk to real customers.
– Did you know that Amazon founder and CEO Jeff Bezos still gets call center training each year and contacts customers himself?
– Managers from all levels do the same thing.
– It helps them better relate to the customer.
– What about you?
– Do you ask your patients about their experience setting up an appointment, going through their hygiene appointment, and paying their bill?
- Speaking of how Amazon puts the customer first, when Jeff Bezos first started Amazon, he would put an empty chair in meetings and tell his managers to imagine a customer was sitting there.
– He said that empty chair was “the most important person in the room.”
– Imagine how that affected decision-making!
– Do you do that with your daily planning meetings?
– Do you emphasize the same things to your staff that a patient would emphasize?
- Finally, Amazon Prime is a customer-service winner even though it is a financial loser.
– Amazon doesn’t make a lot of money off Amazon Prime, it’s two-day delivery service and video provider.
– In fact, there is no telling how much money Prime loses for the company because of the free trial offer Amazon offers.
– But instead of seeing that as lost revenue, Amazon looks at is a marketing cost.
– Losing money on Prime gains customer loyalty.
– What about you?
– Are you offering teeth whitening for life as long as patients maintain regularly scheduled visits?
– How about lifetime crown replacement?
– Are you willing to lose some short-term revenue to gain a dental patient who will stay, pay, and refer?
– Amazon would.
– Until tomorrow, keep moving forward.