Missing tricks

In conversation with a client this week about their “whitening wednesday” campaign.

They have invested lots of time in publicising the offer:

  • mail drop to 15,000 local homes
  • newsletter to 3500 existing patients
  • signage outside the practice
  • web site offers
  • SEO

and the results are coming through, with the hygienist working under supervision and a steady flow of new and existing patients.

All good so far…..


I ask a few simple questions:

  1. are you selling the KEDO (the whitening) when they arrive – “yes Chris”
  2. are you asking them to complete a smile check to make sure they are aware of the other stuff you do? – “no Chris”
  3. are you inviting them to become members of the practice at the conclusion of treatment? – “no Chris”
  4. are you asking them to refer friends and family and offering a reward if they do? – “no Chris”

A classic case of missing the trick – in fact 4 tricks.

  • sell the KEDO
  • use the smile check
  • offer membership
  • ask for referrals

I wonder how many of you would be in the same boat – missing opportunities right under your nose – even when you have worked so hard to create them?


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.