When you enter an Apple store you don't get the hard sell from anyone because they don't have to. You were probably "sold" on Apple long before you came in. That doesn't mean they did nothing to help create that feeling. First of all, the quality of their products is outstanding. Also, everything they do – from their TV commercials, branding, in-store experience and packaging – is designed to remind you of that quality.

This is what it should be like in your practice: a 360-degree, "surround the patient with value" approach. Everything you do from the first phone call to the office tour should speak to your value. This way, you don't leave it up to patients to discover the quality of what you do, and you don't have to give a hard-sell pitch. What you do is create a context for patients to appreciate your value in the right way. This is what is meant by capturing mindshare.

Take a page from the Apple playbook. Look around your practice with an objective eye and assess everything – the furniture in the reception area, the appearance of your team members' smiles, even the appointment cards – from the perspective of a consumer looking for value cues.

If Apple has taught us anything, it is that people will buy things that are not in their budget if they are convinced of the value. When people feel they need something they find a way to afford it. Apple has built a hugely successful business on this premise, and they did it by paying scrupulous attention to the details of value creation.


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Commenter's Profile Image John Sweeney
November 14th, 2012
Right on Imitaz. Apple definitely does things different. I think the market as well as dentists try to explain why their product or service has value by talking about how long it lasts, or why it's better than their competitor, or it has more gigabytes, or Mhz.. etc. Apple never uses these things in their advertising. Ultimately, those types of "sell" tactics are just manipulating customers to by a product. It's not developing a raving fan base. When the next new product comes out with more gigs, etc. the company that can manipulate the best will sell more products. It's a never ending cycle that never breeds loyalty and creates more financial strain and stress on the companies involved in this type of marketing. I even found myself talking to patients in this way at times early in my career trying to help them see the value of our office. Unfortunately that doesn't work long term and it traditionaly fails at developing loyal customers. Value really comes from the feeling you get when you walk in to a store. It's a feeling you get when you pick up a new product or engage in a service. That feeling like you mention that this is worth it. I agree that the 360 degree approach is the only way to build real long lasting value in patients and customers. I agree with you that Everything you do should be a reflection of your own values and committment to great dentistry. If we ever feel that we really need to try and sell patients on our value, we are not doing a good job at value creation. If there is any dentist out there interested in improving your persepective on this, PLEASE READ "Start With Why" by Simon Sinek. The how book talks about the whole principle of value creation and building loyal fans.