Alex Nottingham JD MBA discusses Marketing Mistake #6: Having an untrained team – investing in team training is essential for maximizing the effectiveness of marketing efforts.
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About Alex Nottingham JD MBA
Alex is the CEO and Founder of All-Star Dental Academy®. He is a former Tony Robbins top coach and consultant, having worked with companies upwards of $100 million. His passion is to help others create personal wealth and make a positive impact on the people around them. Alex received his Juris Doctor (JD) and Master of Business Administration (MBA) from Florida International University.
Episode Transcript
Transcript performed by A.I. Please excuse the typos.
00:02
This is Dental All-Stars, where we bring you the best in dentistry on marketing, management, and training. Hi, everyone. I’m Alex Nottingham, founder and CEO of All-Star Dental Academy, and we are on our final mistake of the six mistakes of marketing. And the sixth mistake is having an untrained team. So we’ll talk about that. Let’s do a quick review. So our first marketing mistake…
00:27
is doing what everyone else is doing. And I’ll put a link in the show notes where you can access all of them, all these marketing mistakes. So if we do what everybody else is doing, we’re getting to get what everyone else is getting, and that’s poor results. We wanna model the best in dentistry and the best in the world for that matter in marketing and management and training. The second marketing mistake is trying to market to everyone. If you try to market to everyone, you get no one. We talk about the fish story, think like a fish, not a fisherman.
00:57
Think like your patient, not a dentist. What do your patients want? What resonates with them? That’s how we’re gonna craft our ads. The third is discounting. We are a service-based industry, not a product. We do not wanna be commoditized and we don’t wanna attract patients that look at us as a commodity. And if we’re discounting and we’re pushing that, they’re gonna commoditize us and we’re gonna attract that. So think about what you’re looking to attract. Fish bait, essentially.
01:27
The fourth marketing mistake is selling yourself. Don’t sell yourself because only a very few are buying now. The rest are open to buying or not thinking about it. And our goal is to educate them, is to position yourself as an expert and draw them up the pyramid, whereby they are ready to buy now. The fifth marketing mistake is not tracking results. So you need to be tracking.
01:55
because if you’re not tracking, you’re paying and praying. You’re hoping what you put into it, you will get out of it somehow. Don’t do that. Measure, measure, measure, test, test, test, track, track, track. Track all your marketing, whether it’s Google Analytics, consider your qualitative and quantitative measures, which are things that you can, quantitative is things you can measure by numbers, qualitative is things you can measure that are beyond numbers. But make sure that you are tracking your results. And the sixth.
02:23
And final mistake is having an untrained team. Because you can spend all this on marketing, and then what? If they’re not trained, you’re not getting a juice out of what you’re doing. I wouldn’t bother marketing if you don’t have a trained team. And I talk about this, and I’ll tell you right now, go to alls backslash webinar, and I teach you how to train your team on customer service skills. This is the foundation you need to be able to market. But you might say, well, what if I train my team
02:54
and they leave, am I wasting my money? Well then I would respond, what if I don’t or what if you don’t train your team and they stay? That’s a problem. So the idea is that while they’re working for you and while they’re in your practice, they are gonna be trained. Have a motto, ABT, always be training. Not always be closing, always be training. And I love this quote from Atomic Habits, wonderful book, and he talks about
03:23
consistency over intensity. So essentially, it’s more important that you’re consistent with your habits in training versus just training all at once. So intensity is nice, but can you be consistent? Can you train? This is what we recommend to all practices. Train 20 to 30 minutes a week on customer service skills. And then have 30 minutes to discuss. That’s enough, no more than an hour a week. And if you can do that consistently,
03:50
phenomenal results. You can always add an event to this. You can always add coaching that will certainly improve your results tremendously, but can you be consistent over just being intense? And I mentioned in a prior episode about the Ritz-Carlton, and what I find phenomenal, they will not allow anyone to touch their phone without 90 days of phone training. Now why is this? The reason is they are known for a high standard of
04:17
customer service. So they’re not gonna put somebody to answer the phone that doesn’t know what they’re doing, because that could hurt their brand. But you see AT&T or even dental offices, they’ll put somebody on the phone right away, you can tell they’re unskilled, they don’t wanna be there or they’re not trained, and the results are poor. You’re losing a lot of money. And I talk about how much you lose in the webinar, also dentalacademy.com backslash webinar, I talk about how much you’re losing by not training properly. So let’s do a final review. The six don’ts of marketing.
04:47
doing what everybody else is doing. That’s number one. Number two, trying to market to everyone. Number three, discounting. Number four, selling yourself. Number five, not tracking results. And number six, having an untrained team. The converse of this, the six dos of marketing, focus on what the best do. Number one. Number two, think like a fish, not a fisherman. Number three, focus on quality. Number four, master your stadium pitch.
05:17
Position yourself as an expert. Number five, track everything. And number six, ABT, always be training. Thank you for joining us. Thank you for joining me in this six marketing mistakes. Make sure you like, subscribe, follow, comment, share with your friends. And until next time, go out there and be an All-Star.
05:40
We hope you enjoyed this episode of Dental All-Stars. Visit us online at allstardentalacademy.com
