What are you selling?

Are you selling a thing or a relationship?

“buy my thing”


“buy me”

“buy us”

“buy our values”

Your thing is just a different thing from the last one.

There are some clever companies who can endlessly sell us the upgraded thing – we all know who they are and we all know who we are when it comes to upgrade time – early or late adopters.

The customer who is looking for a thing will be price sensitive and litigious.

The client who is looking for a relationship less so.

It’s all too easy in dentistry to talk about everyone as a patient or a provider.

Patients can be sub-divided into customers (looking for things) and clients (looking for a relationship).

Who would you rather serve?

That’s why Millennial dentists are prepared to work for less money in the private sector – a UDA is a thing.

That’s why NHS corporates exist – to sell things – enough things by 31st March to escape a penalty for not selling enough things.

Providers can be sub-divided into thing sellers and relationship builders.

Thing sellers – they don’t need a business coach – they just need a cheaper, faster, easier thing.

Relationship builders – they need a business coach – they want to know how to build better relationships with their teams, their providers and their clients.

I’m selling me and my core values – I can show you how to build better relationships with more people in less time.

If you like, I can also show you a thing or two.

What are you selling?


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.