Martin describes how Dr. Lund only accepts new patients by referral from other patients!
- not having a front counter, but instead having individual private booths with your name on the door
- serving 23 types of tea (on a menu) in Royal Doulton tea cups
- having a “V8″ cappuccino machine in the entrance way
- giving his clients “dental buns” to take away which are delicious but good for your teeth
- having a locked front door
- doing zero advertising
- being unlisted in the phone book
- saying he is not in dentistry but in the “happiness business”.
He makes 6 times what the average dentist in Australia makes. You can read more about how he does it in his books which are published by Solutions Press.
It takes courage to make these kinds of efforts. Too often, the test is abandoned before the real results are achieved. In this day and age, where cheap is becoming the territory held by the big companies and groups, the Modern Magellan has to find a way to build a customer base that is loyal and profitable without resorting to a fight for who is the cheapest. Yes, you will not have the largest customer base, but you may make more money and that is what enables you to continue serving your clients.
Hi Richard,
Great to see you helping out small businesses by letting them know about Paddi's stuff.
Certainly small business means small marketing budgets, and just as you say it's not about market share, but wallet share, ie Are you making the most of the customers/clients you already have?
Paddi does this exceptionally well and has an international reputation for how he has done it.
He is a great model to learn from.
Posted by: Martin Russell | November 29, 2007 12:20 PM | Permalink to Comment