This year’s Super Bowl commercials cost $4 million for 30 seconds. Advertisers know that less is more. Practice this top secret strategy in your dental practice by having:
Less answers. More questions.
Over-talking and under-listening create the biggest selling mistake. How do you really know what your patient or team wants if you’re doing most of the talking?
Less verbal clutter. More verbal clarity.
Um, you know, I think I basically want you to honestly get rid of verbal clutter. And stop saying “honestly” or “to be honest with you.” Does that mean everything else you say is dishonest?
Less excuses. More action.
Your patients, team, and family don’t care about why expectations weren’t met. These people care about the result. Either exceed value or take action to get the job done. That’s what your followers want to know.
Less data. More stories.
Logic tells. Emotion sells. While it’s important to support your message with facts, you err on morphing into data dump mode. For every point you make, support it with a vignette, analogy, or example to ensure that your message sticks.
Less stuff. More space.
Look at your operatories, front office, treatment consultation rooms, and website. Are they neat and Zen, or are they filled with desk detritus, too many articulators, and annoying online pop-ups? Declutter so that your mark can concentrate on your message.
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Speak For Yourself Take Away: A confused listener tunes out. A confused buyer says no. Think “Less is More” to convey your message.
© Karen Cortell Reisman, M.S.
Karen Cortell Reisman, author of two books and president of Speak For Yourself®, works with dental groups on how to make more money. It’s all in how you speak for yourself. For more information visit www.KarenCortellReisman.com