Tough questions

Next time you arrange a team meeting, ask for the “brand standard” answer to the following questions: • there are plenty of practices in the area – what’s so special about yours? • tell me about your membership plan and why I should join? • your prices are higher than others in the area – why should I pay more to see you? • as a GDP, why should I refer work to you? If my experience is anything to go by, you’ll be surprised and perhaps a little concerned that: • the answers are not readily available • they are not consistent • they are not effective A training issue if ever I saw one…