Your attitude says a lot about the type of business you run – and what YOU define as success. One question we ask all of our potential clients is what success means to them. What are they looking for in the next year or five years or 10 years?
If you’re talking with a marketing company and they don’t ask you that, that means you are about to get a cookie-cutter, one-size-fits-some solution.
Recently, Infusionsoft surveyed 850 American small businesses – half of which are Infusionsoft customers and half are not. Infusionsoft is a marketing-automation company that is specifically designed to help small– and medium-sized businesses. SmartBox Web Marketing is the number one Infusionsoft partner for dentists in the world.
Instead of looking at demographic similarities to explain business behavior in its survey, Infusionsoft found four attitude-based profiles: Freedom Seekers, Passionate Creators, Struggling Survivors and Legacy Builders.
- Are independent entrepreneurs who want to control their own destiny.
- Want to control their schedule, work environment and future.
- DO NOT want to work for a corporation, and more than half say they never will.
- Are business owners who value living the life they want (freedom) over making more money.
- Are most likely to have no more than one employee working for them.
If you’re this type of dentist, you want a practice that allows you to work fewer hours or fewer days a week. Or you want to perform only certain procedures. Or maybe you don’t want to have to deal with insurance companies.
Next are Passionate Creators.
These entrepreneurs are:
- Interested in making the world a better place, even if it just by creating more jobs.
- Creating a great customer experience, and want as much information as possible to better serve their customers and grow their business.
- The most optimistic of all small business owners, and the most likely to say that being an entrepreneur has improved their overall attitude, time availability and financial security.
- The small business owners most likely to have five or more employees.
If you’re this type of dentist, you likely put patients first and have a staff others might consider oversized. You’re also pretty happy about both of those.
Struggling Survivors are the least optimistic of the four types. They are:
- Most likely to worry about the risks of entrepreneurship, feel like they are less respected than those working in a corporate environment and feel least financially secure.
- Least likely to have improved their situation financially.
- Most likely to have considered shuttering their businesses.
- Most likely to be handling their business responsibilities without help from consultants or employees.
If this is you, it’s time to get some help – whether that is help with a practice-management partner or help from someone like us to increase your client base. This must be a terrible feeling, to always think you are on the verge of having to close your practice.
Finally, we have Legacy Builders.
These small business owners:
- Want to provide something no one else was offering.
- Want to create a business mostly for the promise of financial stability or comfortable retirement.
- Want to be able to hand down their business to their children.
- While extremely ethical and practical, are marketing averse.
- Are the least likely group to have a website, least likely to track web analytics, least likely to use top lead-generation practices (including email marketing), and most likely to spend less than $200 per month on marketing.
- Are least likely to consider information we think is key – such as following up with prospects and understanding your ideal customer – as helpful to their business.
- Are most likely to ask family and friends to help manage their business.
This sounds like a lot of old-school dentists. But the days where you can just put up a sign that says “Dentist” and watch the phones start ringing are long over, at least if you want to dominate your market.