Many dentists tell me, “But I don’t like to sell dentistry!”
OK, fine! Don't.
What I would like to see is proper diagnosis, treatment planning, case presentations and patient acceptance.
What's the difference between that and selling dentistry? Nothing really, except your attitude.
Early in my life, I worked briefly as a healthcare sales rep. The company taught the “6 Steps of the Sale.” This process works just as well in dental case presentations designed to gain patient acceptance of the treatment plan.
This is not meant as coaching on how to be successful with your case presentations, but merely the steps necessary within the structure.
6 STEPS OF THE SALE
- Introduction
- Gain favorable attention
- Create the need*
- Relate the features to the need
- Close
- Follow up!
CREATING THE NEED
- Focus
- Magnify
- Commit
Let's compare how the above steps translate to your practice. Then we'll transfer them to the case-presentation process.
Introduction
The introduction to your practice covers several areas: direct mail marketing materials, the first telephone call to your office, the first visit to your office, interaction with the staff, and doctor meeting patient.
Gain favorable attention
If your direct-mail marketing materials brought a new patient into your office, your practice and you gained favorable attention.
Did the patient schedule his or her first appointment? If so, chances are the patient was satisfied with the first phone call to your office.
Is your office attractive and clean?
Are your staff persons friendly, well-groomed, well trained in customer service, knowledgeable in your area of practice, and skilled in relationship building?
Are you friendly and non-intimidating toward your new patient?
Create the need
During the initial examination process, are you seizing the opportunity to educate the patient regarding treatment procedures and techniques available in today’s dentistry? Are you listening to the patient’s perceived needs?
Are your clinical staff persons properly educated, and do they have good communication skills? Are they seizing the opportunity to discuss dental procedures with patients when taking radiographs?
Relate the features to the need
Does you reception area contain patient education materials, or is it full of magazines advertising expensive toys and vacations?
Close
This one is simple: did the patient schedule the next appointment?
Follow up
If the patient did not schedule the next appointment, he or she did not build trust in you, and you failed in establishing patient rapport.
THE TREATMENT CASE PRESENTATION – it can make or break a practice
Introduction
Greet and escort the patient to the consultation or private examination room; whichever you prefer. Patients are not comfortable in a reclining position! Talk with them face-to-face, and not from above them.
When you first enter the room at every appointment, establish eye contact with the patient, smile warmly and offer your hand. Tell patients you are glad to see them and always take time to listen to their response. This is part of relationship building.
Gain favorable attention
Explain to the patient that you have completed the exam and reviewed the x-rays, study models and intra-oral pictures.
Take a positive attitude with the patient and show your interest in that patient’s individual case. Treat every new patient as though he/she is your only patient!
Listen to the patient!
Create the need
Present your diagnosis to the patient, one tooth, one area, or one case at a time. Non-clinical terminology is necessary for better patient understanding. Listen to the patient.
Focus on the need – Use the x-rays and intra-oral pictures to discuss the dental needs of the patient. Point out problem areas. Discuss the individual procedures recommended. Explain why you have recommended a particular treatment. Answer questions and offer reassurance if the patient is fearful. Listen to the patient.
Magnify the need – educate, educate, educate. Discuss different treatment options, if available. Explain future problems the patient may experience if treatment is not completed. Overcome patient objections. This step creates value of your service.
Commit – Discuss with the patient what he or she can expect from you during the course of treatment, such as availability for emergencies, pain management, and sedation options if necessary. Discuss length of treatment. Discuss the desired prognosis of your treatment plan. Listen to your patient for agreement statements.
Relate the features to the need
Use “before” and “after” case photos.
Explain the benefits of your treatment plan to the patient.
Explain why you have chosen one procedure over another.
Explain why each procedure is necessary.
Listen to your patient.
Saying too little to the patient may not be enough to gain patient acceptance.
Many doctors do not know when to stop talking and will talk the patient out of treatment acceptance.
Close
Your treatment coordinator handles closings. If you do not have a treatment coordinator, you will do the close and all it involves.
Ask the patient if he/she has any further questions regarding your treatment plan.
Present your fee. Listen to the patient. Assume the patient is going to accept treatment (the assumptive close).
Discuss financing options. Listen to the patient. Overcome objections. Make written financial arrangements with the patient.
Get up from your sitting position and walk the patient to the front desk, while at the same time telling the patient you look forward to seeing him/ her at the next appointment, and invite the patient to call you personally if he or she gets home and new questions arise. As you approach the front desk, inform the patient: “Jennifer will schedule your next appointment.”
Remember, the patient is not educated to judge your skill level. The patient will judge you on the following:
- Is the doctor nice?
- Does the doctor care about me?
- Did the doctor hurt me?
- Is the staff friendly?
- Is the office clean and attractive?
- Does the office use state-of-the-art sterilization?
Your fee usually has very little to do with patient acceptance.
Follow up
Follow the internal marketing plan developed by your marketing expert.
