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How do some dentists seem to always have a steady stream of patient referrals without hefty advertising budgets?
This episode of the Ground Marketing Series covers the art of effective networking for your practices. Get ready to uncover the secrets behind successful in-person marketing as I share valuable networking hacks to elevate your practice's local presence. From pre-event preparation to executing a seamless follow-up system, you'll learn how to transform casual conversations into lasting partnerships. I also share a compelling case study about a practice owner who became the top pediatric dentist in her area by building a strong referral network with local daycares, showcasing the transformative power of strategic networking.
By tuning into this episode, you'll discover advanced networking tactics like becoming a connector and leveraging reciprocity to keep referrals flowing. We emphasize the importance of leading with value and expecting nothing in return, a mindset shift that will undoubtedly enhance your networking outcomes. Whether you're a multi-practice owner or new to the field, these strategies will help you cultivate meaningful connections that extend beyond the dental chair.This is not just about making connections—it's about making the right ones that will sustain your practice's growth.
Don't miss out—hit play now to learn the networking strategies that can elevate your practice!
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Michael: Networking hacks for dental practices. Now, why most dentists struggle at networking events, this is gonna be the guide and it's a tactical, researched backed guide to winning local events.
Michael: Now, networking is one of the fastest, lowest cost ways to generate referrals. Partnerships and community presence for your dental practice. However, most dentists fail to make the most of networking events because they one go in without a clear plan, so that leads to wasted time. Two, they focus too much on selling instead of building relationships.
Three, they fail to stand out from other attendees. Just another dentist in the crowd, right? And then four, they do not follow up properly. Connections fade fast. So following up is huge. So the key to networking success is to position yourself as a resource for others, build strategic connections and leverage follow-ups to create ongoing referral pipelines.
So this episode provides detailed steps. Backed by psychology and real world networking strategies, what we've done. So you dominate every networking event you attend and turn contacts into long term patient sources. So number one, preparing like a pro before the event. Most of the work happens before you even walk into the event.
So first thing you wanna do is set a clear goal so you walk away. Real results. Okay, so most dentists attend events thinking, you know, I'm just gonna meet people and see what happens. No, don't ever do that. Okay? That's a huge mistake. Instead, define your specific objective.
Here's an example. I wanna get three strategic partnerships with businesses that can send me patience. I wanna meet at least five key decision makers who can refer people to me. I wanna get 10 high quality follow-ups from business owners who fit my referral criteria. So an example you can tell yourself is by the end of this event, I will connect with three businesses that attract my ideal patients and set up follow-up meetings to discuss collaborations.
so that is step number one. You wanna set a clear goal. This is all the pre networking strategy. So imagine this all falls under the pre networking strategy umbrella. So number one, set a clear goal. Two, research the event and attendees so you know exactly who to target. Most networking attendees go in blind.
But the most successful professionals research attendees ahead of time so they know, number one, who is attending. So look at the events. Facebook, LinkedIn, or RSVP list two, what businesses align with your ideal patient profile, right? If you're a pediatric practice and you see a pediatrician going, you see a gymboree owner going, you see specific locations where they.
Provide, information or medical attention, or they provide clothes or whatever to pediatrics or schools, that's who you wanna see, right? Businesses that align with your ideal patient profile. Brie, who are the sponsors or speakers who are often the most influential people in the room? For our competitors attending.
Not to over highlight that, but just so you know, you know, you wanna differentiate yourself before the event, so our competitors attending. Now what you can do is look up attendees on LinkedIn and find common connections. You can check Google reviews and social media of businesses attending.
Find something specific to compliment them on. Okay. Then search for recent press releases or events hosted by key businesses. Why this works? ' cause you enter the event with strategic targets, not just random introductions. You already know something personal about the people you meet, making your approach memorable and you can prepare specific conversation starters that make you stand out.
so we wanna research the event and attendees.
Step three, strategic positioning. Where to stand, maximizes high value conversation. This is huge. this is something we never think about, but you need to start thinking about it. And once I tell you about it, you're gonna always think about this now, where to position yourself, areas to avoid. So near the entrance, people are rushing in not paying attention.
Avoid that. Near the food table, people are focused on eating. Get outta there at the far end of the room. There ain't no foot traffic there. Get outta there. The best spots to stand near the drink station people gather here naturally be there in the center of the room. That's where the highest traffic flows.
Flows to event organizers. They can introduce you to VIPs, near keynote speakers or sponsors. People approach them first. Okay? So the best spots and then the worst spots why this works. But you place yourself where conversations naturally happen instead of forcing them, you get introduced to key people without effort, and you make it easier for the right people to find you.
Those are the three things under the pre networking strategy. You wanna set a clear goal, number one, two, research the event and attendees, and three, know where you're gonna be. Strategically position yourself for maximum conversation. Now the second major step is how to approach people and make an instant connection.
There's a couple steps here. Now the perfect first impression formula. This is a psychology hack. Studies show people decide whether they like you within the first seven seconds, the three step first impression formula. So number one, open with value instead of introducing yourself. Okay? So instead of saying, Hey, I'm Dr.
Smith, a dentist in town right here, that's generic, forgettable, right? Say, Hey, I love what you're doing with, and then mention their business name. I actually mentioned your business to some of my patients recently, and I say, really? Oh wow, wonderful. What do you do? Right? That's beautiful. Hey, I love what you're doing with their business name.
I actually mentioned your business to some of my patients recently, or I mentioned some of your work or anything like that, right? To some of my patients recently. That's it. So that's step one, your opening with value. Step two, ask a question that gets them talking. Great networking questions are like, Hey, what inspired you to start your business?
what's been the most exciting thing happening in your business lately? Or, Hey, what kind of clients do you love working with the most? So I know that way I can send you those type of patients. Boom, right? That's what they're gonna love. I personally do number three all the time. What kind of clients, patients, customers do you love working with the most?
That way I know I can refer those type of patients to you, or talk about your business a little bit more, right? That's step two. Ask questions that get them talking. Step three, use the name Reinforcement Trick. So as we know, we've heard this a lot of the times, we can say their name. Hey, that's really interesting, Mike.
I'll have to check that out. It was great meeting you, Mike, right? Studies show that repeating someone's name makes them like and remember you more. Why this works, you immediately offer value. Instead of sounding self-promotional, you get them talking about themselves. Which makes them enjoy the conversation and you become instantly memorable.
Now, how to stand out from other dentists so this makes them remember you. so most dentists at networking events sound the same. You know, I run a dental practice, we do this, that general cosmetic dentistry, but instead of saying that, say something that sparks curiosity. Yeah. Help professionals get the kind of smile that closes business deals.
I make sure parents never have to fight their kids to get to the dentist. Or I work with athletes to improve endurance through better oral health. This is according to their business. That's what you're gonna say. So if it's like a fitness studio I work with athletes to improve endurance through better oral health.
It's a children's facility, daycare, you know, I make sure parents never have to fight their kids to go to the dentist. Awesome. It's professionals, right? Realtors or whatever, I help professionals get the kind of smile that closes business deals. Wow. Intrigues them. Why this works. It gets them asking questions instead of tuning out.
It makes you stand out from every other dentist in the room and it shifts the conversation into how you can help them. So that's what's gonna be under the how to approach people and make an instant connection. You did that. You made an instant connection.
Now here's three. The follow-up system turning connections into long-term partnerships. So what most people do is they either try to hand out business cards or collect some and then they never follow up or they send a generic nice meeting you email. What you should do instead is follow up within 24 hours, reference something specific you talked about and give them value before asking for anything.
an example email can be the subject. Hey, it was great meeting you at this event. And then their name, Hey person's name, it was us meeting you at the event last night. I really enjoyed our conversation about a specific topic that you guys talked about. I wanted to follow up because I think we really align well and I'd love to feature you in our next patient newsletter.
I'd love to have some of your information, in our hygiene kits so our patients can see it. Do you have any promotions or events? I can share with our patients. And that's it. Looking forward to staying in touch. All the best. Your name. Now, when you do this, It's an open-ended question.
You're waiting for them to hear back and they're like, yeah, we do have promotions. Yeah, we do have events happening this month and all that. Now it's easier for when you go and pick up their information. You can just say, Hey, could we ever participate in your events? Set up a small booth to the side.
They're gonna say, yeah, of course. Remember that's that little small percent. You've done all this leg where you've done 95%, you've done it all. You're saying, Hey uh, can we do this? Can we do that? Blah, blah, blah. Oh my gosh, yes. They're looking for a way to give back to you and you say, Hey, well by the way, can we do this?
And then boom, you're able to do it. But that's the email fault. Well, if you want to do why this works, it reminds them of your conversation. It gives them something before asking for anything, and it naturally leads them to returning the favor. perfect right now. A lot of the times you can have advanced networking tactics, so you wanna become the most valuable person in the room, you know, instead of just networking for yourself, introduce people to each other.
Meaning if you meet a personal trainer and a chiropractor, introduce them. Hey Mike, you should meet Sarah. She runs a fitness center, and I think your services would compliment each other. That makes it even easier for all three of you to do an event together. But this works because they now see you as a valuable connection and they will naturally start sending referrals your way.
So the final takeaway for this is the golden Networking Rule that guarantees results. Give value first. Expect nothing in return, and people will want to promote you. Okay, use this strategy and you will never leave a networking event empty handed. I love doing this. I love getting everyone's business card as well.
Michael: And then I love following up with them in person the next day at their place of business. And then I'm able to even leave signup sheets, leave information, so now I can attract their employees from their business to come. I'm not just going to networking events, trying to get these one-off patients that are there.
You know, Hey, are you looking for a dentist, a gym owner, then yeah. Come to my practice. Hey, are you looking for a, dentist? Yeah. Come to my practice. No, it's not all about that. You're looking to create these partnerships. Now there's many examples on how a lot of our members have done this.
For example, there's a practice owner, she mastered networking to partner with a daycare and became the number one pediatric dentist in town. She searched Facebook events and looked for business networking groups. She checked her local Chamber of Commerce websites, which many cities list upcoming business mixers and luncheons by the way.
So it could be a Rotary Club, chamber of Commerce website. She found a women in business meetup happening at a coworking space, and this was smart ' cause daycare owners are often female entrepreneurs, and this event had a. high chance of attracting them and parents groups and women's networking events often have small business owners who run child-focused services.
So how she checked the RSVP list to find key attendees. She checked the events online page. She visited the Facebook event page and clicked the going tab. She noticed a few names she didn't recognize, but saw a woman named or a specific woman. who owned and it said like founder and director of Little Explorers Learning Center, local Daycare Center.
She also checked the Eventbrite attendee list. That's sometimes available, sometimes that's not available. And she saw names linked to local businesses, and then she typed in, you know what I mean, the businesses, their names and found their websites Facebook page. So she's doing a lot of the pre-planning.
She checked their reviews to see what parents loved most about the daycares. She followed the daycare on Instagram to get a feel of their branding and parent interactions, and this was smart. She knew who she wanted to talk to before even arriving. She discovered conversation starters from reading the daycare's reviews.
Parents loved their hands-on activities and personal attention, and then she positioned herself to offer value based on what the daycare's valued. So how does she stand out? She didn't stand by the food table or in the corner. Instead, she positioned herself near the drink station, then closed the event organizer, and obviously in the center of the room, she didn't force conversations.
She let them happen naturally. The organizer introduced them, and it was perfect from that point on, right? a lot of the times you just walk in there and you're in the back of the room and you're thinking, I want to talk to that person, you're gonna talk yourself outta that. You're gonna overthink something.
Don't. Talk to other people, be where everybody's at. Then finally, the perfect conversation started so it didn't feel like a sales pitch. She said, Hey, I've heard such
great things about your daycare. but she mentioned the name. A couple of my patients parents rave about your daycare. What's been your favorite part of running now? She immediately made the conversation about her, the business owner, not herself.
She mentioned the parents' testimonials, which showed the business owner's daycares reputation was spreading, and she used an open-ended question, allowing the business owner to talk about her passion. Now. It was fantastic. The response was fantastic. She even told us the response. She was like, wow, that's amazing to hear.
I love that we get to build a safe and loving space for kids. It's been so rewarding. But at this point, the doctor has done three key things successfully. She complimented the success, and then she made the business owner feel appreciated and valued, and she got the business owner to open up about her challenges, then the reciprocity. Using reciprocity to make the business owner want to help in return. So the practice owner, the doctor I remember said, I love how much you prioritize a positive environment for kids. know, I have a lot of families in my practice who are always looking for great daycares.
I'd love to share your daycare in our next patient newsletter. you have any upcoming enrollment events I can mention? Now, this was genius because she offered something first, pre-promotion. She made it low effort for the business owner, just sharing existing events and she subtly positioned yourself as an expert on child wellness.
Now, the business owner obviously was like, this is fantastic. I love it. Yeah, let's make this magic happen. So then step five, she kind of continued, she also offered a way, would it be okay if I left a little signup sheet, once she was in there for the parents who might have questions about baby teeth and first visits?
Maybe we can do a workshop or, do patient education, but at the same time we can, if they need a visit right now, we can offer that too. Here's a signup sheet and it was perfect. ' cause it wasn't a sales pitch, it was framed as a helpful resource. It aligned with the daycare's values, right? Child development, and it felt like a natural next step in the conversation.
So she loved it and that was it. After that, it was basically just following up, going to the events, And this was a long-term referral system that followed and the daycare kept, our members signup sheet on display year round, which was fantastic because that was like a major resource for her.
Every new group of parents saw it, saw this signup sheet that was always on display, and signed up for the first visit tips, at the same time for first visits and also the daycare actively referred new families whenever questions came up. And then uh, our members sent occasional check-ins and continued to promote the daycare too as well.
The results are fantastic. Over 20 parents signed up within six weeks, continue to refer and lo and behold, our member became the number one recommended pediatric dentist in the community. it's fantastic. So the final takeaway is the networking formula that guarantees referrals.
Five things you wanna research before the event. Two. Open with a compliment and an engaging question. Three, offer to promote them. First. Four, introduce a signup sheet as a helpful resource, not a sales pitch if you can't do that. And then five, follow up within 24 hours with a personalized message.
So you want to do that right at these networking events. Now, introducing a signup sheet as a helpful resource, not a sales pitch. if you're at their place of business and you decide to leave a signup sheet, you don't have to right In the ground marketing course, obviously there's much, much more into depth.
We discussed this, especially how to network, how to drop off signup sheets and stuff like that. So if you are and you wanna enroll into the ground marketing course, I highly recommend you do that. You can go ahead and check out everything that's in the course. Go on the first link in the show notes below, and you can go from there.
But yeah, that's basically how to make this happen at networking events. So go ahead and check that out. I'm excited to see you in the ground marketing course if you decide to enroll, we're having tons of success with our members there, like you just heard right now. And that's just with one strategy, right?
That's just what networking at events or a daycare strategy that's not with all the other businesses and locations that you can be involved in and, have, right. Definitely make sure you enroll into the ground marketing course to have that type of success and so much more. So thank you so much for tuning in, and on our next episode we're gonna be discussing creating a referral program that works.
So I'm excited to dive into that. thank you so much for tuning in. I'll talk to you in the next episode.