How is it that Apple, one of the most successful retailers in history manages to do so much selling – without really selling?

First of all, Apple is obsessed with perfecting its products, which are driven by an incredible vision and design. Is that selling? I don't think so. Being the best you can be shouldn't be considered selling. It's about being great – insanely great as Steve Jobs called it.

The second part of Apple's selling strategy is the commercials. Apple simply shows what its products can do, in an understated way. One of the earlier commercials for the iPod didn't bother talking about memory or computing speed or any technical specifications. The message was simple and it spoke to people in a powerful way, “10,000 songs in your pocket.”

I think of this whenever I hear a dentist say they love dentistry, but they don't feel comfortable “selling” dental procedures. It shouldn't be about selling; it should be about getting patients to see the value of dentistry in the same way you do. The best dentists don't have to sell. Their reputation, passion for excellence and ability to communicate value in a compelling way make people want to be a part of what they're doing.

Apple has proven it: If you make the value obvious, you don't have to sell. People will ask to buy.

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Comments

Commenter's Profile Image Barry Polanksy
April 18th, 2012
Peter Drucker said, The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself." Apple does a great job with this but it's a fantasy to think that industries like dentistry can do the same without face to face communication (selling). wish it could be otherwise---but until that day, it behooves the majority of dentists to learn sales. Barry Polansky
Commenter's Profile Image John Sweeney
April 26th, 2012
I agree with the blog that communicating value and the pursuit of excellence makes people choose great dentistry. I think that one of the biggest issues with dentists who think they are selling really reflects back on what they value themselves. If they don't value their dentistry or themselves than I think they do have to sell because the patient can sense this in the communication and body language. On the other hand, If they truly value the care they provide and the dentistry they can do, this overwhelmingly reflects itself in the Dr, the team, the office environment, the technology they invest in, etc. It's everywhere and in every interaction with the patient. It's their CORE. They are confident in what they can do. As a result, you don't have to sell. The product you are giving them sells itself.