So often in dentistry both doctors and team members alike get a bad taste in their mouths and feel resistant to the idea of “selling.” This reaction is primarily driven by two issues. First, the fact that it implies you are having to convince someone to do something they otherwise wouldn’t do. Second, because it is attached to money and most people are uncomfortable discussing money.
The funny part about it is, done right, you don’t have to have any patient experience either of these two concepts. Yes, often times it is about “convincing” someone of the significance and the value of what you are recommending (though this is done through demonstration, education, and conversation, not ‘selling tactics’). As always, the more real, truthful, genuine, and authentic you are, the more success you will have with your patients.
In addition to this, the entire objective is to NOT make it about the money and to use that to your advantage by not letting the patient make it about the money either. You are doing what is in the patients’ best interests instead of focusing on the financial side.
Of course, you (or someone) will ultimately have to deal with the money part of dentistry but this is at the end not the beginning. It is just a matter of fact, based on the value of the diagnosis and the pathway to health, what is the patient’s obligation.
Now, the real problem with this whole “selling” thing is not the selling itself; it is WHAT we are selling.
If you listen to most conversations inside of a practice, they are ‘selling dentistry.’ Yet, no patient wants to buy or pay for a dental procedure. Naturally, they think it’s all too expensive. This is only because they do not have enough value established in their minds yet to think otherwise.
Therefore the entire point of ‘selling’ is (some of my favorite words)… motivating, educating, influencing, compelling them to take action and want something better for themselves.
You are selling them on what (outcome and benefits) they deserve.
To make it general we say “their health;” none the less you can be more specific based on your practice philosophy.
Next week, I’m going to take you into something that is very advanced and will apply to every single team member and doctor differently. I’m going to promise you that you will be more comfortable about “selling” than ever before. You will actually get excited about the premise once you understand this concept.
Do not be afraid to be a leader and show a patient what is possible. All that you are selling them on is what they deserve.
You can’t be BASHFUL about your responsibility with your patients. You know what’s best – that’s why they are coming in to see you – for your guidance and advice. They are looking for solutions.
You should be proud of the fact that patients pay you for what you do. It’s no secret that money exchanges hands for value and service. So, own it and be proud of yourself, your practice, your doctor and what you do.
Today, I want you to start a general discussion around what exactly you are “selling” (remember: motivating, influencing, educating, compelling) to your patients. How do you describe and explain this to your patients? What do you believe your patients deserve?
We’ll pick up here next week.
