Never Market Again
Posted on April 9, 2008 - Filed Under Marketing Sites |
Sounds wonderful doesn’t? Never Market Again. Burton Kent, who I discovered a while back and wrote about here, has re-released his book Never Market Again. As a business expense, this book is a bargain.
Kent gives you some specific steps to take to help build your practice. He discusses issues like how you talk to your patients about what you do. He reminds us that we need to use language our patients can understand.
We should also ask for referrals. I love the way Kent re-frames the idea of asking for referrals. He reminds us that we aren’t selling cars and pushing someone into a sale they don’t want. Instead, we are providing a service. If a patient is talking about a friend or family member with an illness, how can we provide good service and NOT ask for that referral? After all, in most cases our medicine can help.
Yes, it’s an ebook and I hate reading on the computer. The latest edition has a very wide screen view so it does read pretty easily and if you are in a position to have it printed someplace you can do that too. It’s a fast read though with lots of little tidbits. Don’t look for earth shaking ideas. You probably know these things or at the very least have heard of them. What makes this an important read is that you’ve probably forgotten to do them. When it comes to marketing, it’s not about knowing something but being able to act on it.
Burton Kent is a business professional, not an acupuncturist. However, he was sold on the acupuncture profession and has made it his mission to keep acupuncturists from closing their doors. He offers follow-up information via his blog and you can also contact him for personal coaching if you still find yourself having trouble putting those ideas into your practice.
It was interesting for me to read his book when he talks about leveraging your time. This means seeing more than one person per hour. As a person who loves chatting with my patients and gets overwhelmed with the idea of seeing many patients per hour, I was really resistant to that. I decided to look at that resistance. I get too fatigued when I see patients three or four days a week stacked up at two an hour.
In talking to Kent about this, he recommended the book The Highly Sensitive Person
So, whatever you resist in this book, take another look and think about why you are resisting. You may not need what you think you are reading but I bet you can learn something about yourself and what you need to make a successful clinic (for you).
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Thanks for the information on this book.