No Marketing Will Work If This Happens

All the best marketing in the world won’t work if this happens.

One day a friend of mine had a dentist appointment and found out that day he had to leave the appointment early to catch a plane.  He made that request to the lady who schedules appointments.  She grumbled something and it was clear she was not pleasant about it.  As he sat in the exam chair while checking his watch, the dentist still had not seen him yet.   Being a doctor himself, he understood some patients can take longer than anticipated.  More time passed and there was still no sign of the doctor.  He climbed out his chair and approached the appointment scheduler to reiterate his situation.  He offered to reschedule because he did not think there would be enough time.  She became angry, raised her voice and ordered him back to his chair. He complied but only to grab his coat and leave.   He said, “You know, I found myself PREACHING to people not to go to that dentist because he sucked.  Worse, I never saw him and he may have been a great dentist!”   It is no secret that dental visits can be expensive.  For the dentist, they add up to a lucrative sum.  Yet, this dentist lost a patient whose lifetime value could have been in the thousands if not tens of thousands all because one employee, not the dentist, drove away a lucrative patient.  When that dentist could have leveraged the power of referrals and had a lucrative and crazy-cheap way to market his practice, he probably had to advertise excessively to attract new patients and wondered why it cost him so much to bring in business.  Never forget that.

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