I have had the privilege of engaging with over 4800 unique dental labs spread across the United States. Quite often, I often meet lab owners who are seeking advice on how to adapt their sales and marketing staff. For owners of smaller to medium-sized labs, finding such individuals can prove challenging. Today, I aim to provide insights on how to grow your dental lab business even without a dedicated sales and marketing team.
The secret to successful growth strategies for a dental lab business can usually be found within insightful video content, often shared by seasoned industry professionals. However, for this discussion, let's consider the scenario where a lab owner is unable to find a proficient sales and marketing person.
The dental lab industry stands apart from most businesses due to its product - a physical item that integrates with an individual's body, often for their entire lifetime. For dentists, therefore, the quality of dental lab products is paramount, just as their professional competence is. Consequently, if you view the dental lab business as a simple transactional exchange of product for money, you will struggle to establish a competitive advantage.
In essence, the primary focus in the dental lab business should be on delivering superior quality products and services, not just on financial gain.
Furthermore, to thrive in this field without a skilled sales and marketing team, you must aim to deliver beyond mere customer satisfaction. Your goal should be to create a 'Wow' experience – an exceptional service that leaves your customer immensely impressed.
Creating this 'Wow' experience is your ticket to success, albeit it requires additional effort – about 10-20% more than usual. Sometimes, it may even mean financial setbacks. But once your customers witness this level of service, they become not only loyal patrons but also act as your brand ambassadors, bringing in new customers without the need for advertising or sales.
Having managed a dental lab business myself, I understand the challenges that come with it. Some dentists prioritize low prices over quality and service. Such customers may seem impossible to please without risking the viability of your business. It's okay to let them go.
Implementing these strategies for success doesn't happen overnight and can indeed be difficult when you're on your own. Yet, the process can be made easier with a little help, and that's where we come in. We are here to support you on your path to success.