It is that hectic time of the dental year between the ADA, GNYDM, and the mad rush towards the end of the year. And with all that activity comes the inevitable pressures on marketing and sales teams to reduce costs, shorten sales cycles, and exceed Q4 and end of year goals. Yes, it’s a stressful (and fun) time!

However, in this mad rush, don’t make the mistake of making promises upon which your product or team cannot exceed. Ask yourself before you make your presentation or demo or whatever this one simple question: Can my prospects and customers breathe a sigh of belief?

We are all selling something, and we are all being sold to. Naturally, defenses are up. Are you genuine in your approach? Does your product or service over deliver on what you say it will do? Does your team over deliver? Does your brand truly embody its promise? Is your talk walking the walk of your organization’s mission and purpose?

If you can answer “yes” to these questions, then it’s a safe bet that what you have to offer and by extension, YOU, are believable. Your prospects and customers can breathe a sigh of belief. You can turn the conversation from one of selling and being sold to into something more meaningful, more challenging, and longer lasting. So, before that next “pitch”, take a moment to ask some questions of yourself. And breathe a sigh of belief.

As always, thank you for reading. I look forward to your feedback and comments on this article and the others on my site.