Winning and keeping the attention of dentists to consider a new product is tougher and more expensive than it’s ever been. Marketers and sales professionals have had to get very creative to get their foot in the door and most efforts crash and burn.
We’ve made it our business for the past 25 years to get inside of the mind of the dentist. Our intent was to understand their needs, wants and expectations for products they buy, what they continue to use and the people and companies they choose to do business with. The data allows us to bring fresh timely insights and customer intelligence to our clients—dental manufacturers and distributors who want to do better, serve better and forge stronger relationships with the practitioners they serve.
Until recently, our research results about dentists have been reserved for our private clients. Now, we are going public with the good stuff—and you have as much to gain as our clients who have created impressive results using it. Apparently, it really is true—when you know better—you do better. It is my privilege to share this information with you this platform, The Dental Industry Insider.
Dentists, like other consumers, use very specific criteria for making buying decisions. By aligning your marketing and sales efforts with why consumers buy, you automatically elevate your impact, influence and results. We know why dentists buy. And, in this episode, Understanding the Buyer Desire of a Dentist we share the exact factors they consider importance when buying anything.
The information inside this program will pay on going returns over and over to boost your effectiveness marketing to the Dental community. We’ve included practical action steps both marketing and sales teams can take to ensure your entire sales process is covered on both ends.
One last thing, I ran a little experiment to check out how a few promotional pieces compared to the important motivators we’ve uncovered and the results, to be honest, kind of blew me away! I didn’t expect to find what I found. [I think it will raise your eyebrows, as well!]. Check out the results for FREE by downloading The Dental Advertisement Analysis, it features 21 recent ads in two popular dental journals.
Good memories of extra time off from work still linger. Yet, the triple digit messages blowing up your INBOX prove you’ve been away from your normal routine. Sure, you are rested and relaxed, but back at work the beat goes on.
After a vacation, long holiday or just a restful weekend, adopting these proven tactics getting back into high gear can make the transition a little easier.
“Minimize your movement and maximize your efficiency.
Plan more, move less.”
One of the best ways to hit the ground running at work is to clarify your priorities. Ideally, the day before or prior to everyone getting into the office, take some time to do a little productivity prep work. Studies have shown every minute invested in planning saves ten in execution.
Catalog everything in your life that requires some action or consideration on your part. This step is not about deciding where to put your attention, it’s about acknowledging what is pulling or pushing it. Do a data dump on everything in your mind: work, personal or both (depending on how wide and deep you want relief). List projects and tasks including those you need to do, want to do, should do, like to do, or are fun to do. You get the picture. This process of ‘collecting’, according to time management expert David Allen, author of Getting Things Done is that it frees up your brain’s random-access memory (RAM) to think more clearly and creatively for higher quality results.
Not all tasks are created equal. Yet, our mind tends to trick us into thinking everything holds high completion or priority value. They don’t. We can see it when we step back and view tasks in relationship to each other filtered by our true priorities or our highest intentions.
A quick and easy way to categorize tasks is whom is responsible for completing the task:
- Tasks I must do: these are projects that only you have the knowledge, skill, insight or background to complete. You must do these items yourself.
- Tasks I don’t know how to do: completing these tasks would require a learning curve too time consuming to deliver an appropriate ROI. These typically are ‘one off’ tasks or require skills or knowledge that you simply don’t possess.
- Tasks I should not do: Items that are either so mundane that the time and effort you’d expend completing them would rob from more important tasks. These projects could offer an excellent teaching or development opportunity for a member of your team. Delegating these tasks would strengthen or create new skills that would elevate the value employees bring to your company or department.
- Tasks that should not be done: Every executive has activities and tasks that remain on our TODO List that if we were bold or brave enough, we’d admit we are never going to do them! These are items that would be ‘nice to do’ or tasks to tackle when we ‘have the time’—but they just don’t seem to rise in priority to ever take action on. So, you officially have the permission and my encouragement to cross these items off your list! They are draining valuable emotional energy that could be better directed elsewhere.
Directing your attention to your Tasks I Must Do List, prioritize items listed and estimate the time each task will take to complete. This step will require you to consider your most critical tasks within the context and importance to the others on your list. Simplify your life by establishing priorities. Reduce or eliminate procrastination by ascribing estimated completion times. Download a FREE To-Do List Template.
Identify the energy required and importance of each task and plan to complete them based on your natural energy fluctuations throughout the workday or week. This is one of the most important, yet frequently missed elements of productivity planning and effective time management.
Assign High, Good, Moderate or Low Energy to Peak, High, Moderate or Low Effort Tasks. Download a FREE TO-DO List Template.This will allow you to best leverage your energy, attention to boost productivity by keeping you focused on the priorities that matter every day… not just the ones after time away.
The investment required to attend sales meetings is enormous….and not just for the company footing the bill. Every member of the sales organization makes a considerable investment of time, energy and productivity. Time away from territories, customers and daily work responsibilities mean loss in sales and productivity. Yet, seldom do participants take the few finish and follow up steps necessary to enjoy the additional benefits these events can deliver.
Since many dental companies are wrapping up their annual or regional meetings around this time, you will find value in using these ideas to make your meetings pay off and pay up greater returns to your advantage:
- Collect Top ‘Take Aways’ from meeting content, speaker recommendations, or the good ideas sparked by after hours conversations with colleagues. Once you’ve captured these items, prioritize and incorporate them into your Personal Productivity Plan* (See downloadable MSWord document HERE).
- Identify Results Expected associated with each item you’ve listed. This simple post-meeting step is like adding rocket fuel to super charge your ideas into action! Clarifying the impact or benefits expected will keep you connected with the advantages you anticipate to receive by taking action on meeting ideas. Let’s face it; your enthusiasm for adding items to your task list will fade quickly unless a positive outcome is pulling you toward the benefits you expect to receive.
- Schedule a Deadline for Completion. Placing a deadline next to each action item will assist in further prioritizing the importance of the ideas gleaned from the meeting. It will also provide the valuable accountability most of us need to complete a task.
- Create Permanent Reminders. If a meeting take away is more of a daily habit or sales tactic then create a permanent reminder to assist in making a long term change. ‘Permanent reminders’ are notices with more sticking power over Post-It notes, which are easily lost, moved or forgotten. Printed labels, recurring pop up reminders and mobile home screen messages are a few great examples.
- Summarize the Macro Message. Getting the most from any educational event requires a clarification on how the meeting message directly contributes to advance your interests. Encapsulating the main message aligns the intention of the event with results received. Miss the point– lose the advantage. To gain greatest benefit from meetings, ask yourself, “What concept or idea received advances the value I contribute at work?”
Taking the minimal effort to clarify and take action on the big ideas inspired at meetings or educational events has the power to inspire results that ripple rewards long after the conference is over. Make your investment attending off site events deliver greater rewards with these finish and follow up habits.
* To make the most of your valuable time and talent, download a FREE Personal Productivity Plan HERE.