Chris Barrow’s Blog

If you own an iPad, take a look at this free app from the team at Software of Excellence.

and then contact them for the advanced version.

Very cool.

• Parenting – the last great preserve of the amateur. #
• Enjoying an extremely lazy day in the sunny garden after last night's excesses #
• Come watch videos and live shows on Ustream.Tv http://www.ustream.tv! #
• Fabulous pizza (@ Da Vinci) http://4sq.com/9gG8Q8 #
• OMG it's holiday season and every service station is full of chavs, pensioners and In-ger-land supporters #
• Off bright and early to miss the Manchester traffic – loving the sunny mornings #
• Wednesday, CB is taking a day's holiday to drive super-cars around a test track and then watch football. Normal service will be resumed. #
• Aston Martin Warwickshire – here I come… #
• Enjoying the AM Experience. An object lesson in branding and Tribes. (@ Aston Martin Lagonda) http://4sq.com/bt2EKd #
• Very agreeable breakfast with Tim (@ Hilton Hotel Warwick) http://4sq.com/b5rdBS #
• The AM Experience has been personally inspirational and professionally educational. (@ Aston Martin Lagonda) http://4sq.com/bt2EKd #
• Great Chinese food (@ East Z East) http://4sq.com/aAnmyE #
• So that'll be Germany then… #
• Question: "will CB have an iPhone 4 before the end of the day?" #
• SOE User Day at The Lowry. Working with one of my favourite strategic alliance partners. #
• iPhone 4 sold out across O2, anybody know where they are in stock? #
• I just unlocked the "Adventurer" badge on @foursquare! http://4sq.com/cGMzf7 #
• Great conference venue, a pleasant surprise (@ The Lowry) http://4sq.com/53KKpC #
• As crappy as ever (@ The Lowry Outlet Mall) http://4sq.com/7oVVv9 #
• Beautiful evening with Penne Pasta watching the sun go down (@ Cadbury House Hotel) http://4sq.com/bslZdI #
• Stood next to johnny wilkinson on the airport bus. Annie B quite excited! #
• Sausage bap at an unearthly hour (@ Soho Coffee Co.) http://4sq.com/bIV9nw #
• They have got this right. Good systems and people moving steadily (@ Bristol International Airport) http://4sq.com/7KpECp #
• We break last years record and go to bed at 05:11 this morning after a superb dinner and dance #

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The queue outside the O2 store in Manchester this morning (06:45 for an 08:02 opening) was over 100 people – and so I estimate that it will take 15 minutes to service every customer – and that there will not be enough PC stations to handle more than 6 people at a time = 4 hours wait from opening if I’m lucky.

If I had a day off I don’t think I’d do that – as it stands, I’m due at the SOE National User Day in The Lowry Theatre at 09:00, so there’s no chance.

I notice similar queues outside Orange, Vodaphone, Carphone Warehouse.

The O2 store in Salford Quays opens at 10:00 – and there are 12 people in the queue at 08:30 – but by the time Nigel Sayner pops in at noon, the phones are all gone.

A quick call to Altrincham and I can almost hear the giggles as I ask whether there is any stock.

Game over.

I join the ranks of the “left behind” and, like the limping boy of Hamelin, I struggle in discomfort as the Pied Piper leads the villager’s children into a land of plenty – and the door slams in my face.

I will have to suffer the shame of attending this weekend’s Practice Plan Majorca session without the kit – at least I’ll have my iPad with me so there will be some residual pride.

Not one of us “needs” multi-tasking, a 5Mb camera, an HD movie camera or any of the other functions – we all just want to be cool.

Apple haven’t created a better phone (it isn’t).

They have created a desirable:

• brand to be associated with
• tribe to be a member of
• customer service experience to enjoy

As my Facebook friend Glyn Melling said this morning:

Glyn Melling What a fantastic marketing machine Apple have developed. Apple stuff is like we used to collect football cards as kids. You needed the full set up to date.

Very true and perceptive.

Now – what does this all mean to us in business?

Apple have taken products – Ipad, mobile phone – and turned them into tribal branded experiences.

Every product launch is a Tracy Island, a cabbage patch doll, a tamaguchi.

Question – how do you do that in your dental practice?

What would have to happen for there to be a queue for your services – a waiting list?

Wrong answers:

• cheaper prices
• free stuff
• more clinical courses and qualifications
• more dental “doodads” in the surgery
• longer opening hours
• more fee-earners
• more hours at work by the principal

Correct answers:

• amazing, remark-able, customer service
• a cool brand
• beautiful buildings
• a team who operate at world-class levels
• branded products – for example, for XYZ Dental
  • The XYZ healthy mouth assessment
  • The XYZ Smile Makeover
  • The XYZ Membership Benefits
  • The XYZ Experience
  • The XYZ Crown, Implant
• Special events – memorable moments
• Fun
• A “yes we can” attitude
• Higher prices
• Smart, patient focused, business systems
• and, finally, scarcity.

Yes – you need scarcity – because in retail, its the FEAR of “missing the boat” that is far stronger than the anticipation of being on the boat.
Its the same mentality that makes us ANTICIPATE our next holiday more then we enjoy it.

Our imagination is far more powerful at influencing our emotions than we realise.

The mind is so powerful that thinking about it is often better than doing it.

So if you can communicate with your patients in a way that has them IMAGINING the outcome of their treatment:

• that’s the time to close the sale
• that’s the time to factor in just a little uncertainty
  • let me check to see whether we can do this for you
  • can we complete the treatment in the timescale you require?
  • is your oral health good enough so that we can make a start?
  • I wonder if we will be able to get financial approval?
  • let me see if I can get the lab to set aside the time

You will see the attitude of the patient change.

Scarcity creates demand.

And I don’t have a new phone………..

……which means I want one even more.

Its not just me you know.

It seems that my friend Nicola Cairncross has a good idea to share with you.

Dear Chris
 
I’ve JUST been approved to deliver internet marketing mentoring under the Train To Gain scheme (which is about to be withdrawn on Friday so let’s not waste it!)

I can offer up to 90 odd London business people the chance to work through my “Business Brand Blueprint” 7-step system for improving your existing online presence – wholly or largely paid for by HM Government.
 
I thought of you and your London based dentists immediately!  Eligible business owners must be based in a London borough and have 5 or more employees…
 
Here’s the copy I’m sending out to my list…
 
If you can help me reach any London based dentists that would be very cool!
 
I know you don’t take commission so I won’t offend by offering LOL
 
Cheers
Nicola x
 
STARTS
 
Dear
 
I’ve been approved to deliver internet marketing mentoring under the Train To Gain scheme (which is about to be withdrawn on Friday so let’s not waste it!)

I can offer up to 90 odd London business owners the chance to work through my “Business Brand Blueprint” 7-step system for improving your existing online presence – paid for by HM Government.
 
Here’s what just one client had to say about working with me recently….
 
“One year ago I had just opened a small training venue in central London, ran two other small holistic businesses and was struggling to find clients. Now, thanks to Nicola, I am swamped with room bookings and my two other businesses are flourishing like never before. I have also learnt huge amounts from her in terms of internet marketing and property investment. I have quadrupled my income and bought a house! What an amazing woman!” Debbie Winterbourne TrainingRoomForHire.com

It’s to use up some government funding that is being withdrawn after this Friday. Be a shame to waste it!
 
More about the Business Brand Blueprint here:
http://nicolacairncross.com/internetmarketingmentor

I can offer the following two packages:

1. 3 months internet marketing mentoring / coaching for £500 (fully funded by the Government) 
2. One year’s internet marketing mentoring / coaching for £1500 (£1000 funded by the Government, £500 by you)

Includes full “how to” videos, weekly group Q&A support sessions, and a 1:2:1 mentoring call with me every month. Full email backup from me and a private Google group.

“I’m now on Page 1, top 3 position on Google for my main key phrase and I haven’t even got going yet” Carrie Eddins, ChocolateRehab.com

“We found our keywords, we gave away free training to get our social proof and we now have our first paying customers, who are our ideal customers. Thanks to Nicola our business has started to pay dividends. If you were to get an Internet Marketing Mentor then she really is the one to go with” Suzanne Barnett, KeepItSimpleSoftware.com 

The only criteria for this Government Funded mentoring are:

1. You must live/work in a London Borough
2. You must have 5 or more employees / volunteers (the latter with full job descriptions)

The application form is being handled by my contact at no charge to the applicant. You will need a simple 15 minute interview which my contact will prep you for. 

If that sounds of interest please immediately email me at nicola@nicolacairncross.com telling me a paragraph or two about your business and what you would like to work on during our time together.

Deadline to get the applications in, is this Friday!

Cheers
Nicola


Nicola Cairncross | Speaker, Author & Internet Marketing Mentor
No hype, no bull, just a proven, simple 7-step online success system
 
Discover our Business Brand Blueprint here:
http://nicolacairncross.com/internetmarketingmentor 

Passionate About Enabling Entrepreneurs To Create, Build And 
Grow A Successful, Sustainable, Business Online From What
They Already Do, Know About Or Love

Follow us on Twitter >>>
http://twittter.com/NicolaCairnX
Like us on Facebook >>>
http://facebook.com/NicolaCairncross
 

You know how I go on and on about KEDOs.

Knock ‘em Dead Offers.

I’m indebted to Matt Jackson from IDH who reminded me this morning of WIGIG.

When it’s gone, it’s gone.

I’ve written here before about MyCityDeals.com and I know that some practices are already using them to sell whitening offers.

They use WIGIG to perfection.

So now, in dental marketing,

KEDO + WIGIG = new patients.

I’d like to thank Sara and Mike Reece for showing me around their lovely practice outside Sutton Coldfield and also for talking me through the Smilescool concept and business model.

Notable notes:

• I did actually say “wow” when I walked through the door – lovely premises
• and then I immediately set about giving them my feedback – graciously taken
• the basic concept of creating small “teams” of children and providing innovative and fun dental health education – is fantastic
• the business model and earnings potential are impressive
• it will not be suitable for everyone
  • location
  • space
  • ability of team
  • need for careful nurturing
  • a love of kids!

But if I were opening a new dental business, or seeking to expand an existing practice – I would be looking very seriously at this proposition.

I think it would be another fantastic “feeder” for a GDP, if located in suitable retail premises/

The “back-stage” work is excellent – bringing out Sara’s expertise in the field of nursery management.

This is one to watch.

You can see more photographs at my Facebook site – if you are not yet my “friend” search for “coachbarrow” on FB.

Simple but effective idea here from the team at Blueapple to say “thanks” to existing patients and expose themselves to the risk of drumming up a little extra business.

• Here we go again! Busy week ahead. #
• Having coffee with Tim at at The Shed #
• Pit stop on the M5 after an amazing conversation with Kim & Krish. Head spinning – and miles to go before I sleep… #
• Why have the BBC hired world-class dunce Mick McCarthy to comment on games? Consumate pillock. #
• PCT Training Day today – and then first Practice Plan workshop – full on! #
• PCT Training Day today – and then first Practice Plan workshop – full on! #
• PCT Training Day today – and then first Practice Plan workshop – full on! #
• Dead tired after a cracking day and 100 miles still to drive. #
• On my way to Belfast with Easyjet. Always a good airport. (@ Bristol International Airport) http://4sq.com/7KpECp #
• I just unlocked the "School Night" badge on @foursquare! http://4sq.com/bx3m7w #
• News from the front line – Southern Irish dentists laying off hygienists and doing their own S&P's #
• And now, a root canal treatment…. #
• New definition of KEDO. Keep every door open. Thank you Tanya! #
• After a restful afternoon of retail therapy, dinner and The Sea Shanty Festival tonight with Dan and Sarah #
• I uploaded a YouTube video — The Sea Shanty Festival begins http://youtu.be/nddYNUlS7H8?a #

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It has been a hugely enjoyable 24 hours in Belcoo, Co Fermanagh, with the team at Blueapple.

Last night I hosted our second Study Group meeting for referring dentists, covering 2010 marketing ideas (that’s the year, not the number of ideas) and introducing the audience to the world of branding and web marketing.

The conversation was lively and the delegates, from independent practices and a local corporate, totally engaged.

After sinking a few Guinness at The Custom House last night and a scrumptious “Ulster fry” this morning, it was back on stage this morning with all bar one of the team, taking a long look at the Patient Journey and dissecting every step of that unique process to ensure that “concierge class” is the outcome.

It delights me that a 2-surgery practice in a small town over 100 miles west of Belfast can maintain such standards and attract high quality clients from both sides of the border.

Also a pleasure to spend the day with dental technician Larry Browne, whose wisdom and experience were an added bonus.

I’m very tired this evening, after a crazy 10 days and with another 36 hours to go before I get home.

This evening I drive to Belfast before a practice visit tomorrow.

Back across Northern Ireland with a smile on my face, happy to be associated with another world-class practice.

It can be done.

In the latest issue of Intelligent Life I read with interest an advertising feature by Jaguar on the subject of a new group of consumers, described as “transumers”.

You may not be able to read the words on this copy of the ad – I’ll do my best to paraphrase.

“Things have moved on since the “greed is good” heyday of the 1980’s”.

The trend towards the purchase of an experience rather than a distinct product has been called Transumerism (trendspotting.com).

So here is my suggestion.

That the “positive differentiation” that will ensure the survival of the independent practice (in the face of competition from retailers and corporates) will be the extent to which they can provide an “experience”, rather than dentistry.

An enhanced smile may be the outcome – but it will be the way you deliver it that will make the difference.

Once again – evidence that “service will be your competitive advantage”.

Back to my story of a recent visit to a Maserati dealership in Manchester – who delivered zero customer service and have yet to call me.

A forecourt full of £100,000 cars – and lazy twerps in suits. Goodbye Maserati.

Or one of my best mates, who drove 250 miles yesterday to view a potential investment property (holiday let).

He arrived at the door of the property at 13:00 (as arranged) and simultaneously received a text message from the estate agent to say the viewing was cancelled because they didn’t have a key.

Then a 250 mile drive home.

This, for a million pound property?

My dearest wish is that the real recession (which is about to start) will clear the last of these dodos out of the system.

Sometimes an endangered species just has to become extinct.

How is your customer service?