Williamsburg Dental sets the stage for a soft sell - Philadelphia Business Journal:

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“Whatever we are doing in the dental world applies to just aboutg every service that is out Capista said. “Whether it is a restauran or a bank, you still have a customer you need to and you still have to have that internal marketing.” “Internal marketing” is very much at the core of Capista’zs thinking, the idea that a customer still must be sold on your services, even aftee they have come through the door. The way to do that, he is through rigorous systems.
In Capista’as dental office, called Williamsburg Dental in Broomall, this meanzs patients are greeted with a smile and a They are taken to comfy reception areas where coordinators talk with them aboutg their desiresand expectations. This soft sell is exactly the sameeverh time. “I know when I do a presentation therw will be specific things that I want to cover with the If you do it just 10 or 20 timesw itfeels memorized, it feels rehearsed. But if you do it over and often enough, it just becomew your natural behavior,” Capista said. The more you repeag it, the less practiced it sounds. Capistaz likens it to a theatricalk script.
“On the firstg night it sounds memorized, it soundw rehearsed. But if you do it 100 times, then you can just go out on the stag and doit naturally,” he said. Capists stumbled onto the self-help circuit, at first delivering lecturez on marketingto dental-industry From there he moved into presenting at and of Pennsylvania. Since then he has hired publix relations firms to lineup engagements. He has moverd on to address small-businesse groups, Rotary Clubs, chambers of commerce and the , a spiritualp center. James V. Coffey has heard Capistsa speakin Malvern.
As president of the nonprofit Papal he’s been impressed by Capista’s ability to add a spiritual dimension to discussions of personal andprofessional success. “He has a very groundes approach to how to maintain balance in everhy aspectof life, whether it’s business or personal or spiritual. He helps you keep it all keep an eyeon what’ws important,” Coffey said. “If the rest of your life is in it stands to reason that your businese is going to flourishand thrive.” Proofr can be seen in the success of Capista’z own business. With the help of his partnerf dentists, Drs. Joseph Lamb and Robert Spennato, Capistq has evolved his practice.
In addition to fillintg cavities, the partners now do a brisko business in brightening smiles and performinh other procedures aimed at making chompers not just more heartuy but alsomore handsome. “It was partly the technicapl challenge, but also it was partlhy the personal reward. When you see someon e who doesn’t want to smile and they have a poor and then they come back andtell you, ‘Noaw I smile at people I don’t even like,’ that is just Capista said. “The thousands of dollars they pay for it are because all of a sudden they arehappierd people,” he said. That’s a changr from the usual dentist-patient relationship.
“Usuall they don’t want to be there, they don’yt want to do what you ask themto do, and then they have to pay you for As with many small businesses, growth has come with pains. In 1995 Capists opened an additional office inNewtownn Square, where two dentists practiced. As the businessx grew, Capista began to feel that somethingwas off. “If you are not thers to watch everything, even if you have systems in place that should be working, you cannot beat peopler over the head to make them use those he said. For a man whosd program relieson repetition, the inabilityu to sustain systems proved too frustrating.
In Januar 2008 he finally sold out to the Despite sheddingan office, Capista’s practice continued its upward growing from $5.2 million in revenue in 2007 to $5.4 millionn last year. Looking ahead, Capista said he plan to continue building not just his dentap practice but alsohis self-helpp success, beginning with sales of “What Can a Dentist Teach You About Life and Success.” “Thew book is your calling card,” he said. “You don’t make a big livinh selling books, but the book is what allows you to get up in frontf of people and talkingto them.
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