How to Connect with Clients in a Commoditized Market

Relationships have always carried a lot of weight in our small community but in today’s market they are simply everything.

With the proliferation of digital technology, restorations are now being viewed as commodities and price sensitivity is higher than ever. As a result, laboratory owners have had to take marketing efforts to new levels and are doing everything they can to develop strong, long-lasting connections with dentist-customers.

“Narrowing in on just a product or service or making the conversation about price just doesn’t work and can be a real deal-breaker,” says Walter Orellana, Marketing and Sales Director at Excel Studios, Chatsworth, CA. “You have to gain a dentist’s trust first and show him what you can do as a team.”

For many labs, that means positioning itself as a technical resource. “Diffusing the price issue and building an attachment to the laboratory comes down to technical advice. When doctors...