For the last fifteen years I’ve seen the same dentist, paid more because he was out of network, and drove a little farther than I’d prefer.
Why? Because I liked him. For the five minutes that I was face to face with him on each visit, I had a wonderful experience.
This year he retired and today I had my first visit with the partner who took over the practice. He’s really nice and I totally trust him as the expert for my dental health.
However, after I finish writing this, I will begin a search for a new dentist.
Dr. New Guy is nice. He knows what he’s talking about. But here’s the problem…I have NO connection to him. I was simply handed down to him. Without a connection to him the five minutes I spent with him today was cordial, sterile, and frankly not inspiring enough for me to want to pay more and drive farther.
As I drove home today thinking about how I no longer had a reason to be a patient there, I realized my experience was a great lesson for my own business as well as others.
Staff changes happen all the time. It’s just how business works. But the way your client experiences that change will make or break whether or not they remain a client.
Here’s what I wish Dr. New Guy’s office would have done when my dentist retired and he took over. And it’s pretty simple.
I imagine he probably did this in the beginning of the change over, but then as months go by it no longer feels necessary. Having a system that marked that I was a “new” patient to him would have allowed me to connect and build a foundation with him instead of just feeling like someone he inherited.
Staff changes are a part of business. I totally get it. But today I was reminded the importance of having a system that helps clients experience those changes in a positive and engaging way.
More often than not, each piece of your brand image was created when you needed it, but not altogether in a strategic fashion. Your image may look fine, but does fine help you grow?
Eventually as you scale, your image foundation cracks, and the way your business presents itself no longer helps propel growth – costing you time and money to fix.
When you unlock your brand power, you get to pick and choose how people perceive you and your brand.
Our Image Mastery System™ takes the 5 key brand components that you already have and ties them together in a way that amplifies your results and achieves your vision.
