Are You Making It Personal?

I was reading an article last week written by my good friend Shep Hyken.

Shep Hyken is a customer service expert, and a New York Times and Wall Street Journal best-selling author.

In this article, Shep was describing how way back when, when he learned about marketing, there were the Four P’s.

And now, according to Shep, there’s a fifth P.

The Four P’s are of course:

  • Product
  • Price
  • Place
  • Promotion

The fifth P now, is:

  • Personalisation

Personalisation is the process of humanising the experience, of interacting during the transaction in a manner that gets down to more than simply being the transactional exchange of a good or a service for a financial amount.

Personalisation raises the importance of the relationship and the friendship that the customer and the business and the employees of that business all have with each other that transcends way beyond the financial transaction.

As I’ve said repeatedly, we want our dental patients to say:

“those people there are really nice people, and by the way, they do good dentistry too.”

We want our customers and patients to be visiting our dental office because of how well we relate to them, and how welcome they feel at our office, rather than simply because of the dentistry that we do.

We want our relationships with our clients to be above and beyond the “commodity” of dentistry.

Our relationship must always be built around creating an experience for our clients and patients.

A memorable experience.

An unforgettable, ultimate experience.

I was talking with one of my international dental clients today about the transformation that she and her office have made over the last nine months that we’ve been working together.

She’s been able to transform her dental office from a Medicaid reliant practice to a fee for service dental office where patients that come now value their appointments and respect their health and keep their appointments and take personal responsibility for their oral health.

My client has accepted that there is no need to try to be something to everybody, especially to those who do not value their oral health, when there are plenty of clients out there who do value their mouths and their treatment, but have been prevented from receiving that treatment and level of care because the privileged have obstructed them.

She’s been overwhelmed at how grateful and respectful her paying clients are now that she is able to offer them much more of an experience and more of her time.

And how willing these patients are to be paying her fees.

And it’s all about providing a personalised experience.

Can you do it in your office?

It is not that difficult.

All you have to do is clear away any limiting beliefs, and step away from the edge…

It can be done.

And it is being done.

My client’s team are so grateful to be now delivering a better type of experience to a more appreciative clientele.

It’s a WIN-WIN-WIN situation….

Doesn’t everybody want that?


Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order


The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

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