I just got an email inquiry through my website. Here’s a copy of the email:
HowDidYouHearAboutUs: Web search.
AreYouHappyWithYourSmile: No. I would like to improve my smile.
DidYouFindThisSiteInformative: Yes! Very informative!
Date: Wednesday, February 15, 2012
best dentist in XXXXXX Beach Florida
I was wondering if you accept Careington Care 500 Plan?
It’s no surprise that most people want the best for themselves, whether it’s a consumer product or a personal service. But, many of them also want the “best (lowest) price.”
I remember hearing somewhere that you can have: Low Price, Fast Service, and High Quality… if you pick ONLY TWO.
I decided a long time ago, I would not compete on low price. As my friends Howie Horrocks and Mark Dilatush at the marketing firm, New Patients Inc., say: “It’s a race to the bottom.” (when you compete on price)
If people ask about my fees, and they do…. I’m never bashful about informing them I am not a cheap dentist. I’ll tell them matter-of-factly that my fees are near the highest, if not the highest in the area. I don’t make excuses. I don’t rationalize. I don’t tell them about using the best materials and the best labs…. blah, blah, blah. I just tell them my fees are near the top. And, then I shut up. Let THEM read between the lines.
When I visit the Ferrari dealer to ogle the gorgeous cars, I ask the price. And, the salesman happily tells me. He doesn’t rationalize by explaining how they use the best materials and can go faster than anyone else. He doesn’t stammer out a dissertation on the advanced engineering, nor does he tell me about Ferrari’s racing heritage. He just says, “That car is $260,000.” Nothing else needs to be said.
So, how do you answer an email like this? I’m not sure of the best approach. But, here’s what I sent:
Hello! Thanks for visiting my website and taking time to email me. I’m not a member of any plans that restrict your choice of dentists to a list. I just looked up your plan (Google), and it appears to be a discount plan (not insurance).
Of course, I’d be happy to see you as a private patient (most of my patients are private, self-pay). I’m simply not able to perform the services that are routine in my office under a discount plan. Feel free to call and speak with Jo-Ann to set up an appointment. She can also tell you about costs, so there are no surprises.
Have a great day!
Comments and thoughts?