Volume 27 • No 04 • 2004
ISSN 0742-468X • Since 1978
On-line Since 2000
Trends Can And Do
Impact Your Successsubmitted by Scott Kiser, DDS
Editor’s Note:The author, Dr. Scott Kiser is a practicing dentist. Naturally, he wrote this article using dental industry examples. At his suggestion, I replaced the dentistry references with GIS. Guess what? With very little ediiting his advice held true.
Dr. Scott Kiser has been practicing general dentistry in Salt Lake
City, Utah for over 20 years. Dr. Kiser has used only mercury-free
substances in his treatments since the mid 90's and concentrates his
practice in the areas of sedation dentistry and complete smile
makeovers. Consumer Research Council of America selected him as
Utah's Top Cosmetic Dentist of 2003 - 04. Visit
www.greatsmilesutah.com to sign up for a FREE monthly online
newsletter or for more information on Dr. Kiser and all of his
services.
As you determine what needs to be done to grow your business, there are two primary avenues you can take. One is to increase the number of customers and two is to increase the amount of value
each customer has to you. You can work harder and longer or you can
work smarter and different. By working smarter and different you have
a better chance of create customer loyalty.
The challenge many GIS suppliers face is holding on to old beliefs
regarding running their business like a “business.” They base this on
what was or was not acceptable from years past. Fact is, the industry
has changed and will continue to do so. If you are still running your
business based on outdated beliefs, it is time to evaluate what you
are doing. This holds true for a law office, a doctor, a CPA or any
number of service industry professions.
In years past there was less competition. There were fewer choices in
services and the numbers of GIS software options were limited. Price per seat was a
primary aspect of a customer making a decision. Customer service wasn’t always a priority. In many cases you obtained a new customer because of a prior relationships or a colleague’s recommendation.
Currently, competition is fiercer then it ever has been. Not only are
you competing within your own industry, but with other industries as
well. People choose carefully if there are financial decisions
involved. There is more competition due to the Internet and as a
result, customers tend to educate themselves more as they make buying
decisions. Greater numbers of people understand the connection
between GIS and overall IT. Due to this you are in an
excellent position to educate the public.
In the not to distant future, and in many cases today, more people
will be surfing the Internet to find you. Beyond a shadow of a
doubt customer service, communication and painless procedures will be
absolutely essential. People will want to utilize the services of someone who is a true expert in their field. Many folks will make sure that you are up to date on
your continuing education. You, as a business owner, must know how to
run your old business as a new business, which means you will have to know
how to market and sell.
These are exciting times in GIS as well as many other
professions. Unfortunately, many people stay stuck in yesterday,
rather than looking for opportunities right at their doorstep.
The choices you make each and every day will determine what kind of
opportunity is ahead for you. Rather than simply looking at what is
happening today, what are the trends that are shaping the future? And
how can you be a part of creating trends within your industry
Trends Can And Do Impact Your Success
Copyright© 2004 by Dr. Scott Kiser
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