Right value, right price, right customer

How much is a glass of water worth to those who are very thirsty after spending a whole day at work without drinking a single drop of water? And for those who have just showered, are you rested and thirst quenched? The value of water will be quite different for both people. The desperate first person would be willing to pay a very high price for a glass of water. The second person would probably not even be interested in paying a single cent.

According to Warren Buffett, constantly quoted on the list of the richest people in the world, value is what drives you. Price is what you pay for.

How can these concepts of value and price help us in our offices and clinics?

1 - If in every 10 initial consultations you close 1 to 3 treatments, the value perceived by the client is less than the price. Service that has no customer value becomes expensive.

2 - If in 10 initial consultations you close 10 treatments, the value perceived by the client is much higher than the price. High value-added customer service becomes cheap.

In both cases you will be losing a lot of money. At first, due to the idleness of your office or clinic. Here, you have poor quality of life due to constant lack of money. In the second case, you have a queue and the customer would pay more for your services. Here you have poor quality of life for lack of time. You have become a slave to your work. It's always good to remember that indigestion kills more than hunger.

And what would be the ideal position? Match supply with demand by offering the right value to the right customer. Offering means the number of hours you make available for appointments at your office or clinic. Demand means the number of customers you are looking for your services. In the balance between supply and demand there is no idleness or waiting line and the value perceived by the customer must be slightly higher than the price. Only then will you optimize your financial result, quality of life and social prestige.

There are customers who want low prices and there are customers who want and can pay for high value added. Customers looking for low prices are buyers of commodities, that is, basic services without added value. To cater to one or the other type of customer you will need strategy, that is, coherent guidelines and actions that deliver the desired results. Because offering basic, low value-added services generates low profit margins, you will need work with high volume of customers to be viable in the market. In this case, you will need to have a large team, know how to delegate the right roles to the right people, have a brand, and be highly effective in tracking results. Having low prices is not wrong. Wrong is to lower prices.

If you offer high value added services, you may have high prices with high profit margins. This will allow you to work with fewer customers and a smaller team. You will not need brand or fierce control systems.

Having low prices with high value added or having high prices without value added to justify these prices is suicide in the market.

In all areas of life, those professionals who can highlight and add the right value to the right clients will always be recognized. How to do this? Use the Management and Marketing Protocol for clinics and clinics. Protocol is a step-by-step technique that will allow you to add the right value to the right clients by doubling the profit from your office or clinic.

In the protocol it is critical that all variables are aligned and integrated harmoniously and customer focused. Remember that when you determine P1 (step) you will also, even unknowingly, pre-determine all other steps, that is, P2, P3, P4 and P5 and also the type of customer you need to win in the market. to succeed in your office or clinic. Studying this protocol in depth, as well as the various possibilities of interactions between its variables, is the proposal of the Caproni Group Compact Management and Marketing MBA.

Dr. Roberto Caproni: Graduated in Dentistry and Business Administration. Postgraduate in Marketing and Psychology. Franchising Specialist from Franchising University. He was honored by the International Academy of Comprehensive Dentistry for his pioneering work in Applied Health Marketing. The bestselling Applied Health Marketing, launched in 1994, was the first book published in the world to address the benefits of marketing for healthcare professionals. Write articles for magazines and newspapers published in various countries. International speaker. She teaches the Compact MBA course in management and marketing for health professionals.

Reproduction of texts written by Roberto Caproni and collaborators in newspapers, magazines, newsletters, websites, fax, e-mail and other means of dissemination is ALLOWED if the author and address www.grupocaproni.com are mentioned.

Source: Blog Dental Speed. Available at: https://blog.dentalspeed.com/dentista-de-sucesso/valor-certo-preco-certo-cliente-certo/. Access on: 11/07/2019.
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