The Practice of Choice

Beltline Road in Addison, Texas, just north of Dallas, is the home to one of the highest concentrations of restaurants per capita of anywhere in America. It is known as "Restuarant Row" in the Dallas area. Every time I take a guest from out of town down Beltline Road, the response is usually the same. They can’t believe there are so many restaurants in one place. How could all of those restaurants compete with each other and be successful? Well, they don’t and they can’t! Let me explain.

Because there are so many restaurants in one place, Beltline Road has become know as THE place to go if you are looking for a place to go out. It has become a magnate for the dining out crowd. Other restaurants in the vicinity that are not on Beltline Road don’t fare as well because they don’t benefit from the “competition.” That’s right! Too often we think of the competition as something to fear. In fact, the “competition” may be one of our greatest assets. In the case of Beltline Road, the high concentration of restaurants attracts a higher number of people who are just looking for the right place to eat. Additionally, patrons leaving one restaurant may see another that looks interesting and decide that they will try that place the next time. It is a benefit the new restaurant would not receive if it had been in a more remote location.

Take another example: Have you ever noticed how often there are two gas stations at the same intersection? Common sense would tell you that they compete against each other, when in reality they are helping each other. How? Because there are two choices, the location has become known as a prime place to fill up and/or get what you need on the run. As long as each “competitor” has a way of differentiating itself from the other in some way, both can thrive.

Now to dentistry; With over 50% of the population that does not go to the dentist on a regular basis, your biggest concern should not be about the dentist down the street or around the corner. It should be how you can differentiate yourself and create a compelling benefit strong enough that attracts people to come in the first place. There are plenty of teeth to go around as long as you know what makes you different and you know how to get them in the door in the first place.

So, quit being so concerned about the “competition” and go to work on capitalizing on the assets you have that make your practice the attractive choice. There’s always going to be plenty of choices. What makes you the practice of choice?