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Aussie pulls a big crowd
15th Oct 2005
More than 300 people flocked to hear dental guru Australian Paddi Lund speak at FMC’s latest seminar. Presented in a philosophical manner and backed up with images, Lund encouraged the audience to think laterally. Topics such as pricing, payment and trust were analysed, interjected with Lund’s own personal experiences. On pricing Lund said: ‘Why let customers pay after dental treatment when they don’t get to take DVDs home before paying for them?’ Elaborating further with ‘promising and delivering’, Lund added: ‘If you promise exactly what you can deliver, it rarely goes to plan – but if you promise less then you can deliver, patients will feel they get more and are happy.’ Trust came next, where Lund focused on the simple principles: ‘If you sell services when your customers are in the chair they will be scared, so they will agree to whatever you are selling, but if you want people’s trust you have to give them as much power and control as possible.’ Disclosing motives was another technique that built trust added Lund, as was serving people tea or simply being humble. ‘You have to trust others before they completely trust you,’ continued Lund. The ‘Buy cycle’ was another concept raised. By educating patients the value of your service, you can disclose how much things cost. ‘It’s important to get people to appreciate what you do so that it becomes their truth – the best patient is the old patient,’ said Lund. Other issues such as debt collection and Lund’s ‘Bamburger’ (Lund’s frugal analogy) were discussed, before Lund concluded with the most important message of all. ‘The most important person in the business is you and then your team. It is not your customers,’ stressed Lund.’
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