Acres of Diamonds - Mine Your Own Fields First

 

Acres of Diamonds
 
In the classic, Acres of Diamonds, Russell Conwell begins with the legend of Ali Hafed. Allow me to share the story because YOU might be in it!.
 
Ali, blessed with a farm and many orchards, was still discontented. He wished for great wealth. So he sought out the village priest and asked for guidance. The priest advised him to look for a river with white sands. There he would find diamonds. Many diamonds. So Ali left his family with neighbors, sold his farm and went in search of diamonds. For years Ali searched, never returning to his family. Ultimately, Ali walked into the ocean's waves, willfully ending his life - penniless and broken in spirit. While Ali was searching for his great wealth, the new owner of Ali's farm continued about making it a productive piece of land. One day, as his camels were drinking from the river that ran through Ali's property, he saw a strange rock. Pulling it out of the stream and examining it, he was in awe. It was a very large diamond. That farm became the site of the world's largest diamond mine! Right there in Ali's back yard was the river with white sands the priest had spoken of.
 
Mine Your Own Backyard First
 
Your current patients – right there in your practice – are the diamonds in your river. You have developed a working relationship with them. They know you and your team. They trust you and your team. They believe in your offer to help them and their family and friends achieve beautiful healthy smiles. So why then are so many doctors procrastinating about mining their river of diamonds? Why are they searching all over for external marketing ideas that are less effective and much more expensive?  
 
One answer we have encountered is that doctors and their team members are uncomfortable “selling”. Even with the best scripts, like the following lines, making a sale is difficult. Do the phrases below sound familiar to you?  
 
  • Our greatest reward is your referral of a family member or friend to our practice.
  • We are always happy to welcome new patients to our practice.
  • Please tell those who admire your smile, or who speak to you about their own oral health needs, that we offer a complete range of oral health care services.
  • We sincerely value your referrals – thank you for your trust in our care.
  • Our practice can receive no higher compliment than the referral of a family member or friend by our patients.
  • The trust you place in us motivates our continued dedication to provide the highest level of care.
  • Sincere thanks for your loyalty and your support.

  Not bad ... but even with a sales script, I still hear explanations for not using them, including...  
 
  • If I keep asking they’ll think we need new patients and our practice is in financial trouble.
  •  I was very busy and forgot to ask.
  • We have a sign at the front desk; asking would be redundant.
  • Our patients know we would like their referrals.
  •  It was in the newsletter. No need for me to over-do it.   

It may be semantics but ... a change of words often helps. Try to “inform” rather than “sell,” and encourage an “introduction” rather than a “referral”. Doctors and team members are very comfortable informing patients; they do it everyday. So try changing the script a little:  

"Susan, we love having you as a patient. We really appreciate having people like you in our practice.
We want to let you know that we’re currently accepting new patients, especially if you have family or friends currently seeking a dentist.  We can receive no higher compliment than you introducing them to us.  Please make certain they mention your name when they call so we can schedule them as soon as possible. Sincere thanks for your loyalty and your support.”

Keeping Referrals Coming  
 
Well-known author and speaker Zig Ziglar talks about the Rule of Reciprocity: “You can get everything you want in life if you help enough people get everything they want.”   Continuously develop yourself to be the best you can be and do all you can to make a positive difference in the lives of others.  
 
  • Being active and accessible are the two best ways to allow people to know you and what you have to offer.
  • Participate in community activities to increase your visibility, it will help you make new personal and business connections, and encourage word of mouth promotion in your area.
  • Stay involved in your professional society and cultivate ties with your peers.
  • Keep the lines of communication open with your staff and clients so that you are always receiving feedback and thinking about improved ways of providing service.
  • Record all information on a timely basis so that you are able to monitor the success of word of mouth promotion in your practice and address weaknesses.
  • Stay current in the eyes of patients and prospective patients by providing information that keeps them up-to-date on all that you have to offer.
  •  Readily express thanks and praise.
 
Utilize all of these opportunities to keep the referrals coming and remember ... you create the greatest promotional campaign of all by remaining dedicated to building and maintaining the most professional, service-oriented practice possible.
 
 

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