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 Note: Often Dental Advertising, like mailers offering new patients a free cleaning, do not work quickly or even fail. However, if you don’t do something, you are sure to fail every time.

This is more important than you think.  Everyone knows that to succeed you will also fail (the only thing you should make sure to succeed at the very first time and always thereafter is sky-diving), but when it actually comes to failing, most give up with the words: ‘it does not work’.

I was once invited to deliver a seminar to fellow consultants given my success in sales.

The closing ratio average was anywhere between 20% to 35% and I fell right in the average at 25%. The only difference was that I was not afraid to fail.

 It’s all about the marketing.

Did you know that Babe Ruth had a fairly normal batting average amongst players in his league? Why was he so much better?  He swung much more often than the rest!!  He was willing to fail!  Did you know that to win most World Series such as car racing, football and baseball, etc, you usually only need to win not even 50% of the time?

So, why worry about failing?  Why not go ahead and try to rack up as many failures as you can – the number of successes obviously goes up in proportion. The winner will be the one who failed the most often.

 Another example, is a dentist I know who sent out a batch of mailers providing a variety of coupons for dental services. Time passed by and hardly no response.   He devised a dental market strategy wherein he mailed out the coupons again, then did a radio interview telling people to look for a mailer and if they came in and talked about the radio interview they received an additional free dental service. It was a huge success. He didn’t fail because he kept trying.

Just don’t get into the habit of making up excuses when you fail and worse of all don’t get into the habit of stopping after a few failures. Do not get into the habit of running around being “gun-shy” and not engaging in different ventures because you have been “burned before”. Of course you have. So what?

Let me ask you: do folks speak of Walt Disney’s 7 bankruptcies? Or do they speak of his unparalleled success?

What do you want your grandkids to say: grandpa was a doctor but the time wasn’t right and he was a good guy who never had an overdue bill, but he had to work until he was 80 years old and died on the job? Or, my grandpa never gave up , always looking for the open door when other doors closed. He went broke a couple of times, had run-ins with the FDA, got his license revoked two times, but finally got his way of treating patients to become mainstream, and was  an owner of 20 clinics in the last 30 years of his life in which he traveled to exotic countries and sometimes took me with him. He also wrote several books and I am still expanding his empire with his name and using his example to overcome every day  obstacles.

Which of the two would you like your grandkids to tell the world?

 Realize that your destiny, your success is in your hands. Allow yourself some room to fail, learn from your failures and use them as a catalyst to improve. We learn how not to fail by failing.

Remember that whether you are a small business owner, or trying to build an entertainment empire like Walt Disney or a dentist with a dental marketing plan, you must keep in mind that the most money you will ever lose is the money you will never make.

The only way you can lose is by never really trying.

 It’s great to know that you will win by failing and that the only way you can lose is by never losing and always wanting to be sure it will work out.

 The faster you start failing, the sooner you will succeed. 

Helmut G Flasch

CEO of Doctor Relations