The Middle

I’m noticing in my own client base that “success” seems to be concentrated around those businesses that are doing very focused things for very focused groups.

  • very high quality (and expensive) dentistry is still selling well
  • very basic quality (and cheap) dentistry is still selling well, because the Government are obsessed with “access”

and the fascinating thing is that I’m noticing similar trends in other sectors.
Very expensive and high quality or “cheap as chips” and basic:

  • cars
  • holidays
  • meals
  • clothes
  • white goods
  • coaching services

The trend continues – and it dawned on me last night that this was the “recession” and “Doomageddon” at work.
The middle is hiding.
The middle cannot be bothered to vote – so we get either highly qualified or cheap and nasty MEP’s.
The middle didn’t subscribe to Setanta.
The middle are leaving dental plans and drifting back into the NHS.
The middle have gone into hibernation until the economic winter passes.
If you are selling to the middle you are in for a long hard “winter”.
You have to sell at the ends.
Cheap as chips or highly expensive.
And you have to choose a demographic customer base who are at the extremes of need or desire.
The top 10% of everything is thriving.
The bottom 10% of everything is in trouble (and that’s a market).
But the middle 80% – is nowhere-ville.
Get away from the middle.


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.