Dentaltown August 2018 - 92

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AUGUST 2018 // dentaltown.com

"What type of clients do you like to work with?"
If someone simply says, "with dentists," it's the wrong answer. You're looking
for someone who won't take just anyone on as a client, and who believes that
finding the right fit is important. In fact, when you first speak with them, you
should get the feeling that they're interviewing you as well! This is important
because a bad fit can turn into an unproductive relationship where little to no results
are achieved. Coaches or consultants should also be able to articulate their main value
proposition, as well as the profile of their ideal clients.

"What are your expectations of me?"
This question is important because they shouldn't claim they can help
you without concerted effort on your and your team's part. That's not to say
they don't have systems in place to help you reach your goals more efficiently!
However, they should be upfront about the work that needs to be put in, because
part-time effort produces part-time results. A good consultant should be completely
honest and upfront that the process may not all be easy; there may be bumps in the
road ahead, because sometimes discomfort comes with change.
Also, don't hire "yes people." Working with coaches and consultants who are only
telling you what you want to hear, rather than what you need to hear, is counterproductive. Why are you hiring them in the first place-to do things the way you've
always done them? Or to be challenged to revise and change so that you can improve?
Plus, beware if they pitch you on being at your "beck and call" anytime you need
them. This can sound very appealing and comforting, but it's similar to the problems
that arise when a parent takes care of everything for children without giving them
the chance to figure out things on their own. Excessive hand-holding doesn't let you
become a successful independent practitioner, which should be your ultimate goal.

"Is your pricing structure tied to specific results?"
Make sure they rationalize their pricing structure by explaining how it's
tied to tangible results. At my company, we explain to potential clients that if
we work with them for a year, the increase in their monthly revenue should at
least match the total they've spent with us in that same time period. It frames our
"fees" as an investment that produces a return, rather than just an expense. And we
show a client how the program will pay for itself in their growth. It also gives a clear
picture of what a successful outcome should look like.
In addition, if consultants or coaches claim to provide you with a specific
deliverable- more patients, better SEO, a more cohesive team-they should be able
to define the incremental steps that get you there.

"Do you stand behind your promise for results?"
The worst kind of people are people who want something for nothing. How
can you expect results if you aren't willing to do anything? That's not what we're
talking about here. If you're ethical and willing to work to get a result, and you
do everything the solutions requires and you don't get that result, the consultant
should have an agreed-upon way to make that up to you. (Extended services with
extra support to ensure you see a result, for example, or additional services.)
In the end, you want your business relationship with your coach, consultant or
marketing service provider to feel like a partnership, rather than just a transaction.
Where the better you do, the better they do. ■


http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown August 2018

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