3 STEPS TO
ATTRACT
NEW
CLIENTS
CONTENTS
Introduction
2
Examine Your Vision For Your Practice
3
What is Your Avatar?
4
Make a Great Impression
7
Quick Tips to Claim Your Name
9
Create the Window
11
About Kirk
12
ACTdental.com
3 Steps to Attract New Clients
The purpose of this ebook
is to assist you in attracting
more new patients. It will
help you be intentional
about whom you are seeking
before you seek them, take
aim at those you seek, and
effectively prompt the right
referrals. Consider this guide
one of several roadmaps
we have developed at ACT
Dental Practice Coaching for
your success.
This guidebook and accompanying video contain a onehour lesson to improve your practice for the rest of your
life. The lesson will encourage you to:
Understand avatar marketing, guided by a representation
of your vision of practice (brand of service).
Be intentional about whom you seek as new patients.
Make a great impression.
Create the window to ask for a referral.
2
3 Steps to Attract New Clients
EXAMINE YOUR VISION
FOR YOUR PRACTICE
The more clarity you have the more you will attract what you are looking
for. Without any clarity your only answer is “more” instead of seeking,
attracting and retaining more of the right patients.
What do you believe about
dental care? Does it affect
you positively or negatively?
Your best dentistry is done
with and for people who
believe what you believe.
4
3 Steps to Attract New Clients
WHAT IS YOUR AVATAR?
An avatar is something used to represent
you in an online environment. This is
usually in the form of a small picture. This
symbol represents your personality (or
envisioned brand characteristics).
Avatar marketing is behaving as you
envision your avatar to behave to
attract new clients. Your avatar guides
your marketing. For example, American
Express has had the logo of a Roman
gladiator since 1958. This persona
embodies characteristics of the
American Express brand. Consider then
that American Express intentionally set
out to behave like a Roman gladiator…
marching forth, exuding confident
strength and command to attract
clients desiring association with the
highest echelon.
5
3 Steps to Attract New Clients
Because a brand is the visual, emotional, rational, and
cultural image associated with a company or product, it
is the result of the many experiences shared by many
people. It is the sum of all the characteristics that make
an offering unique:
Reputation
Feeling
Customer Service
Attitude
A Promise
Logo
Price
Product Line
American Express created a culture of service that provides so much perceived
brand value that many consumers are willing to pay more for the “privilege” to use
an American Express card. The success of the card has allowed the company to
continue to grow and create new brand extensions that have an advantage in the
minds of consumers before they are even launched.
Is your vision for your practice strong enough for you to create a representative
avatar? Is the vision clear enough to drive how you behave? Will you create a culture
of service that provides perceived brand value?
THIS IS ESSENTIAL FOR ATTRACTION.
6
3 Steps to Attract New Clients
MAKE A GREAT IMPRESSION
We all LOVE to make great first impressions. When you’re expecting company at
home, do you clean up your house? Make sure everything’s in order when your
guests ring the doorbell? Nowadays, it’s also important to think about the “virtual”
front door of your dental practice. That entryway is called “Google.”
T
If you’re a dentist, did you
know your name is searched
40 to 100 times a month?
That’s a lot of people ready to judge you
with a simple click of a mouse!
7
3 Steps to Attract New Clients
HERE’S ANOTHER ALARMING
STATISTIC FROM GOOGLE:
26% of businesses are INVISIBLE online. They make no
impression on would-be customers because they go
completely unnoticed in online searches.
But you
CAN take
control of your
“front door” on
the Internet. The
first step is claiming
your name. It is your
RIGHT (and if you don’t
take control of your
name and place
on the internet,
someone else
might).
8
3 Steps to Attract New Clients
Quick Tips to Claim Your Name
Here are some quick tips to
claim your name and control
your image on the Internet:
Claim your Google Maps listing.
This is easily done…a quick Google
search will tell you how to map
your business on Google.
The web is not going away so don’t
be afraid to get going. It is here to
stay. In fact, it is very easy to see
why some think it will be the only
place to market in the future.
A Dawson Academy Study indicates
60% of patients did homework on a
dentist. Make sure they see what
you want them to see on the Web.
Create a vibrant website. Your
website should include amazing
photos, and clear information
about your practice and your
vision. Take inventory of your
assets and describe what
distinguishes you from other
practices.
Engage patients with your
website. Inform your patients
about your website and refer them
to it for helpful information. Once
they are familiar with it, they can
refer others to it.
9
3 Steps to Attract New Clients
TAKE ADVANTAGE OF
FREE SERVICES
ON THE WEB:
HEALTHGRADES.COM
LINKEDIN
FACEBOOK
TWITTER
10
3 Steps to Attract New Clients
Create the Window
The window is the beautiful moment
in which you receive an authentic
complement about the practice or
the people. This is the window — the
perfect opportunity to ask for referrals.
Asking for referrals without a window
is begging. Asking with a window is
earning the opportunity to ask.
When the window is present, you
can say, “Thank you very much!
You make my day every time you
are here. If you have any family or
friends like you, send them to us.
If we had people like you, it would
be sunny every day!”
Put
something
in their
hands,
such
as two
business
cards.
11
3 Steps to Attract New Clients
Kirk Behrendt is the
Director of ACT Dental
Practice Coaching.
He has lectured all over the United States to
major meetings and study clubs. He has extensive
experience on practice profitability, team building,
leadership and dental practice marketing/branding,
Kirk and his team are primarily focused to positively
impact the future of dentistry one practice at a time.
For more information on Kirk and his services:
800-851-8186
kirk@actdental.com
www.ACTdental.com
12
3 Steps to Attract New Clients
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