By David H. Khalili, Founder and CEO of DentalLabSupport.com



Dental Lab Customer retention is where the real riches lay.

Making a sale is like running through the finish line after completing several laps. It’s a burst of relief — a mark of achievement in the rigorous sales process — but it isn’t the be-all and end-all. There’s still work to be done in this race.
Although the sales funnel ends with closed deals, you still need to be selling yourself to that customer. We’re not simply talking getting your customers to invest more; we’re talking about investing in them and getting them to stick around.
It’s just as important to engage and maintain excellent relationships with current customers just as you do when you’re first introducing them to your product or service. Customers are more comfortable spending with companies they have dealt with before — and more often than not, those return customers usually spend more than during the initial sale. A Harvard Business School study, The Economics of E-Loyalty,  once stated that increasing customer retention rates by just 5% can increase profits by 25% to 95%. Even better, building this loyalty helps you build good rapport, which can boost your credibility and make it easier to reel in new customers.
From simply having great customer service to blogging about your product or service, there are a myriad of ways to continue selling to your customer base beyond the money.
If you want your dentists to keep coming back, you have to stay at the top of their minds. A great way to do this is by having a blog, a newsletter or some type of content that informs and keeps them engaged with your company.
When customers first jump on board, encourage them to sign up for your email list and follow you on social media. It’s a great way to give your customers insight into the industry and offer detailed updates they can always refer back to, leaving them feeling secure with their decision to work with you.

Excel in customer service

In the Dental Lab Industry, Good isn’t good enough.
You’ll likely be dealing with a variety of Dentist personalities, so going above and beyond to make sure you cater to an individual’s specific needs is important.
And let’s face it, there are going to be problems, but you can control whether or not it escalates. If you do it right, the angriest customers can often turn into your biggest advocate.
“It is no secret that customer retention is important for any business. When an unsatisfied dentist contacts your business about an issue, providing them with a prompt response to the problem is critical,” said Carmen Rodriguez, from Royal Dental Lab, in Los Angeles, CA. 
“Start by acknowledging their concern and then sincerely apologize for the problem they encountered. Let the dentist know you have addressed the issue with your team and offer to reimburse them in some way. Don’t forget to remind them that they are a valued customer and that you appreciate their business. You want the customer to remember that if something comes up, you have their back,” Carmen said.

Treat them like royalty

Having a loyalty rewards program is the sugar on top.
Rewarding dentist for utilizing your product more can be a win-win situation.
Offer employees special training
Train your dental lab employees specifically on how to retain your dentist customers.

Slip in a survey

Asking for feedback can even make your customer feel appreciated. It lets them know that you care about their opinions, and it shows that you value your product enough to request feedback in order to continue to grow and make the product better for them.
Some great times to issue a survey would be after their first purchase, after they contact a member of your team or every quarter.
Some questions to consider asking:
  • What did you think about this product?
  • How do you use this product?
  • How would you rate this product?
  • How can we make this product better?
The thing to keep in mind when creating loyal customers is that you need to be memorable. Make the sale a continual win by creating a whole experience, rather than a one-time encounter. We know, it’s easy to get wrapped up in bringing in new customers because money is an easy motivator, but attending to the current ones reaps greater long-term benefits. As more competition sprouts up online, you’re going to want to do everything you can to stay at the top of your customer’s minds.
For more information, visit DentalLabSupport.com or call 1.888.715.9099.