Going The Extra Mile
September/30/2008 Image Marketing
More than a few times I've had a prospective client tell me that he or she would prefer to go to the dentist than to have a portrait made. I love working with consumers like this, because it gives me the opportunity to perhaps erase the damage that one or more not-so-professional photographers have done to that prospect. Each time I confront a situation like this, I think about my own dentist, Dr. Charles Pitt, who runs an extraordinary practice in Lancaster County, PA. The location isn't all that convenient for me; it takes 50 minutes to get there. But I'm truly happy to make the drive because Charlie is the absolute best: he rescued my rapidly collapsing bite brought on my many years of shoddy dentistry that used to the norm for Army brats who moved as many times as I did.
I've known Charlie and his wife, Marla, since Jim and I did their wedding during the early days of our business. We were hired by Marla's late mom and dad, who became dear friends as well. I sought out Charlie in desperation, when my propensity for teeth-clenching was causing dental mayhem. What I saw when I first visited the practice made me know I was in the right place. And now, whenever I'm teaching about the importance of having a warm-and-welcoming studio environment, I describe Charlie's dental practice:
From the minute you walk in, you are struck by the home-like atmosphere that is decorated for the season with attractive florals. The waiting room is furnished like a living room, with comfortable furniture in attractive groupings, with occasional tables holding nicely arranged, up-to-date magazines. In the fall and winter a fire burns in the fireplace, and a large stuffed plush collie sits by it, which is a big hit with kids. You are always greeted by a friendly staff member who knows your name, and you don't experience the frenetic dashing around and shouting from one office to another that I find so irksome in other medical offices and facilities. One of the things that I appreciate most about the staff is that when you call in with an emergency, they don't treat you like you are a nuisance. With all the traveling I do, this so important, because Murphy's law being what it is, my dental emergencies always happen while I'm on the road on just when I'm about to leave (more about this in a moment).
I have a high tolerance for pain, so I don't need the many options this dental practice provides to reduce patient anxiety and discomfort, but I know this is the reason why many of their patients speak so highly of the practice. And when you do have a procedure that will result in pain later in the day, you leave with an attractive fabric "goodie bag" containing analgesics, written instructions on how to take care of your mouth as well as other ways to make you feel better, along with samples you are happy to receive.
Charlie's practice often makes the news because they give back to the community. Both he and his partner, Dusty, were raised by single mothers, and they actively contribute to organizations that support women's causes, and they have received community-wide honors for these efforts. They also make their large multi-purpose room available to community organizations, which helps to increase their community visibility.
So is there a lesson in this for photographers? I think yes. If a dental practice can make you feel good about your twice-annual checkup and do so even when you are there for what might be a painful procdeure, then we photographers can surely do the same. Everyone knows there's more competition in our industry than ever before, but most of it doesn't come close to the level of professionalism and customer care I get when I drive out of my way to Pitt-Loeffler Dental Associates. Yes, there are less-expensive dentists in my home town, just as there are cheaper photographers where you have your studio. But at the end of the day, I believe that people who can pay their routine bills — and still have even some discretionary income available to them — will seek out businesses and professionals who provide quality products and services set within a context of an exceptional experience. The appreciate dealing with those who truly are willing to go the extra mile.
Which brings me to the event that prompted this blog entry: On Friday evening, while Jim and I were eating dinner, I managed to dislodge a crown. Yes, it had been one of those teeth-clenching weeks :-). Jim wanted me to call Charlie's office right away so that I could get it re-cemented before we leave for Ireland early next week. I refused, citing the usual non-ending lists of last-minute things to do before leaving on a vacation. Well, on Saturday morning, Charlie and Marla, just happened to "drop by." I'm used to seeing Charlie on a Saturday because he and Jim often go to the shooting range to fire away at clay birds. This time, Charlie had a dental kit, because he and Marla didn't want me to be uncomfortable on vacation. So for the first time in my life, I received a dental house call. What a lovely gesture!! I would love to think that most of us would go a similar "extra mile" for our clients.
Thought you would enjoy this photo of "the procedure," being conducted in the comfort of my office desk chair. Talk about service!
I've known Charlie and his wife, Marla, since Jim and I did their wedding during the early days of our business. We were hired by Marla's late mom and dad, who became dear friends as well. I sought out Charlie in desperation, when my propensity for teeth-clenching was causing dental mayhem. What I saw when I first visited the practice made me know I was in the right place. And now, whenever I'm teaching about the importance of having a warm-and-welcoming studio environment, I describe Charlie's dental practice:
From the minute you walk in, you are struck by the home-like atmosphere that is decorated for the season with attractive florals. The waiting room is furnished like a living room, with comfortable furniture in attractive groupings, with occasional tables holding nicely arranged, up-to-date magazines. In the fall and winter a fire burns in the fireplace, and a large stuffed plush collie sits by it, which is a big hit with kids. You are always greeted by a friendly staff member who knows your name, and you don't experience the frenetic dashing around and shouting from one office to another that I find so irksome in other medical offices and facilities. One of the things that I appreciate most about the staff is that when you call in with an emergency, they don't treat you like you are a nuisance. With all the traveling I do, this so important, because Murphy's law being what it is, my dental emergencies always happen while I'm on the road on just when I'm about to leave (more about this in a moment).
I have a high tolerance for pain, so I don't need the many options this dental practice provides to reduce patient anxiety and discomfort, but I know this is the reason why many of their patients speak so highly of the practice. And when you do have a procedure that will result in pain later in the day, you leave with an attractive fabric "goodie bag" containing analgesics, written instructions on how to take care of your mouth as well as other ways to make you feel better, along with samples you are happy to receive.
Charlie's practice often makes the news because they give back to the community. Both he and his partner, Dusty, were raised by single mothers, and they actively contribute to organizations that support women's causes, and they have received community-wide honors for these efforts. They also make their large multi-purpose room available to community organizations, which helps to increase their community visibility.
So is there a lesson in this for photographers? I think yes. If a dental practice can make you feel good about your twice-annual checkup and do so even when you are there for what might be a painful procdeure, then we photographers can surely do the same. Everyone knows there's more competition in our industry than ever before, but most of it doesn't come close to the level of professionalism and customer care I get when I drive out of my way to Pitt-Loeffler Dental Associates. Yes, there are less-expensive dentists in my home town, just as there are cheaper photographers where you have your studio. But at the end of the day, I believe that people who can pay their routine bills — and still have even some discretionary income available to them — will seek out businesses and professionals who provide quality products and services set within a context of an exceptional experience. The appreciate dealing with those who truly are willing to go the extra mile.
Which brings me to the event that prompted this blog entry: On Friday evening, while Jim and I were eating dinner, I managed to dislodge a crown. Yes, it had been one of those teeth-clenching weeks :-). Jim wanted me to call Charlie's office right away so that I could get it re-cemented before we leave for Ireland early next week. I refused, citing the usual non-ending lists of last-minute things to do before leaving on a vacation. Well, on Saturday morning, Charlie and Marla, just happened to "drop by." I'm used to seeing Charlie on a Saturday because he and Jim often go to the shooting range to fire away at clay birds. This time, Charlie had a dental kit, because he and Marla didn't want me to be uncomfortable on vacation. So for the first time in my life, I received a dental house call. What a lovely gesture!! I would love to think that most of us would go a similar "extra mile" for our clients.
Thought you would enjoy this photo of "the procedure," being conducted in the comfort of my office desk chair. Talk about service!