How Procrastination Damages Your Business
I was asked to speak to a group of dental sales people the other day. I asked them what was the biggest obstacle they faced when dealing with the dental profession and to a man/woman they all agreed it was procrastination.
We all know that we struggle to make up our mind when it comes to making purchasing decisions either at home or for the practice. But I want to discuss how procrastination hurts when it comes to marketing.
Let give you an example. I have a client who we have just built a new website for. He is very happy with the website except for the Google map which is on it and Google have put his practice around 30 yards from where it should be.
Now let me explain, this practice is not on a busy high street it is in sleepy suburbia with no other dental practices around it. But he can't give us the go ahead until Google get it absolutely correct (which they may never do).
The reason this procrastination is hurting his practice is that his existing website is dreadful. It isn't mobile friendly, has out of date information on it. Hasn't had an update for years, but he won't give the go ahead on a brand new website because Google have got his map position slightly wrong.
Let me quote you another example. I was working with an orthodontic practice last year. Our target market was other dental practices as they only take referrals. We decided on a postcard and email campaign. It took the two partners, nearly ten weeks of procrastination to agree on the artwork for the postcard.
In six month we managed to get out around four email's all because they couldn't agree on the wording. They wouldn't send anything out until everything was perfect. They then couldn't work out why the campaign wasn't a success, the answer is procrastination.
Good is good enough
I'm not saying for a minute that you should send out any old rubbish. What I am saying is "it doesn't have to be perfect". It's far better to get something out that is good rather than procrastinate for weeks or in some cases months trying to strive for perfection.
A good offer is a good offer irrelevant of what the artwork is like. People don't buy because of design, they buy because the offer is irresistible to them.
If you don't publish your offers or advertise what you can do for people how on earth do you expect them to buy anything from you.
Not publishing is probably the biggest reason why most dental practices are short of patients. In my experience most dental practices would rather complain about not having enough patients (and cash in the bank), than try and generate more by advertising or creating a new website or getting themselves on Google Adwords or sending to a leaflet drop etc. etc.
Procrastination will hurt your business, it may even end up destroying it.
If you need help marketing your practice call me on 01767 626 398 or email me at firstname.lastname@example.org. Visit my website www.dentalmarketingexpert.co.uk or visit our Facebook page