When I moved to Cornwall ten years ago, I learned an unwritten rule about food. If you’re eating out as a local, there’s a clear correlation between location, quality, and price. Typically, the better an eatery’s location, the lower the quality, and the higher the price.

Of course, there are notable exceptions – those real gems of restaurants, pop-ups or even beach cafes that manage to combine a top location with great food at a good price. More often, however, you can’t have it all. Here, if you’re heading out for a meal at a popular destination, it’s more likely that they’ll be leveraging their position to charge premium prices, with a product that sadly doesn’t match. In contrast, the best dining experience is usually to be had in those out-of-the-way gems that entail effort to reach. If people are embarking on a mission to eat with you, it follows that the experience should be worth it.

It was during one (distinctly average) meal out that I realised what a good analogy this is for dentistry.

Historically, dentists have been in a strong industry – the business equivalent of being a restaurant in a good location. It was perfectly possible to be successful offering an average service in this “location”, just as it’s possible to be successful selling ok food at a top-end price if you’re in the right place. A large proportion of dentists have been trading off the industry’s demand, rather than their product. The footfall was there, and so the experience didn’t need to be exceptional.

In this context, I’m not talking about any dentists who are unethical clinically or doing anything dangerously wrong, just as none of these restaurants are giving people food poisoning. Their work is all perfectly competent, but it’s the overall offering and experience that are underwhelming.

It’s true that times are harder now than they were, and a dip in numbers is prompting some Hive clients to wonder if people are choosing not to spend out on dentistry. However, it’s fairer to say that patients have simply become more discerning. These days, I’ll probably think twice about paying over the odds for something I know isn’t worth it, and dentistry is no different. Before spending, patients are pausing to find the right dentist: one offering an exceptional product and experience.

This is a wider trend, branching out beyond food and dentistry. It’s no longer enough to be good at your craft and in the right industry. Buyers are also looking for a high-quality experience. The only other alternative is to compete differently, for instance, by radically lowering your prices – just as Wetherspoons offers cheaper food but thrives because people know exactly what they’re getting. But if you prefer to keep your price point where it is, this is the time to start thinking about that buyer experience.

In the past, this has been the realm of those few dentists who are naturally entrepreneurial. For them, an elevated experience is already in place and they’re reaping the rewards. Now that the market is tighter, it’s up to other dentists to follow their lead.

So, how can you create an experience that really delivers? At Hive, we aim to follow a three-step process that we believe creates a great experience every time.

1. Set the pace. Lead that person in a certain direction and ensure that they always know where they are in the process.
2. Build rapport. Try to get along with them and build a relationship. After this, and only after this, can you reach stage three.
3. Demonstrate value. If you’re able to do these things, in this order, your customer (or patient) will have a great experience.

While we try to follow our own advice, I’m confident there are days when things slip. This needn’t be a disaster, so don’t let the perfect be the enemy of the good. It all begins with understanding: becoming aware of the ideal relationship, and keeping these points in mind, will at least set you on the path to success.

Although this is a process we’ve refined for our own business, it has real relevance for dentistry. As an example, if someone is making an enquiry about implants, there’s a good chance that they’ll be contacting a few practices in the area. Generally speaking, it’ll be the first practice to speak to them (set the pace), make them feel good (rapport) and solve their problem (value) that will “win” the patient.

Of course, it doesn’t end there. There’s now a large promise in place, so you still need to have high clinical standards and the ability to meet high expectations when the patient arrives at the practice. But the upshot is that they will arrive, and they’ll be in the right mindset to appreciate what you do. Setting the pace and building rapport are the levers you can pull to create trust and a sense of value when it comes to carrying out the work.

For this reason, following this mentality is what will allow you not only to survive in a tighter environment, but also to grow and to benefit from those who don’t adapt. A decade ago, dental practice owners could do less and be far more successful. Today, it’s more complicated, and it’s not enough simply to be a good dentist. As we’ve said before, what used to be a 5K run has turned into a marathon. This doesn’t mean that dentists should close their practices; there’s still plenty of success to be found if you’re willing to get serious about it. Hive can give you the roadmap and if you can bring the capacity to execute, you will be running a Michelin star-level service in no time.

And if you’re not sure what type of food you’re serving, get in touch.