Discounting is NOT the Answer

The entire dental field is experiencing a major upheaval and the economic climate has clearly had an impact on many laboratories and their customers. So how is a laboratory to thrive in these times? Here's what we know doesn't work: discounting your prices!

Discounting your price impacts your brand. Your brand is your identity, distinguishing you from all the other options available. More than just a logo, a brand characterizes your business, encompassing what you do and how you do it. Your brand is multi-dimensional, highlighting the value you can provide your dentist/clients. Focusing only on price is a single-dimension approach; it focuses on a feature, which is not a true benefit highlighting your uniqueness. Everything you do must reinforce your brand.

"The problem with discounts is that customers don't see the price drop the same way you do. As a business person, you clearly understand you are temporarily...