What Are You REALLY Selling Anyway?

Last week, we talked about this whole “selling” thing and how most people get it all wrong because they are busy selling “the thing” instead of the outcome and benefits.

We also talked about the fact that selling is nothing more than encouraging, motivating, influencing and compelling someone to action.  Even education is selling.

Your goal is to sell someone on the idea that they deserve and will benefit from your treatment and that their value in BOTH perception and reality will be greater than or at least equal to what they are paying in money, time, effort, etc.

The power of what you do is that there is really no price that can be attached to health.  Is there?!  Only if you let there be.  So please don’t.

DETACH money and price from health.  Do not let your patients compare dollars for delivery because it doesn’t work that way.  You are never selling a Crown anyways.

If you are to be very technical about this, you are actually exchanging the patients’ money for an appointment in your schedule (therefore taking up space that no one else now can occupy); you are investing your team’s time; actual supplies and materials; and most of all your doctor’s brain, knowledge, skill, and experience in addition to time.  You are “selling” your ability to help them.

If you let your patients commoditize all of those things down to dollars, then shame on you.

Besides, if it was truly just about money for time and materials – then why does someone who requires more time for a lesser procedure pay less than someone who takes less time doing a lot more valuable procedure.  Strange isn’t it.

It’s because it is not about time or “what they are getting” that is the real value.  It is what the patient will experience, the benefits, the outcomes, and the overall long term health improvements.

Can you put a price on being able to eat?  On being out of pain?  On being able to sleep?  On saving bone?  On removing disease?  On a beautiful smile that yields confidence?  On avoiding other problems from happening in the future?

It is so critical that you strengthen your value perception and belief in what you do in order to do a better job representing and building value in the minds of your patients.

In one of my recent newsletters that I’ve been writing for more than a decade about general business, money, and success, I gave the greatest secret of them all to move someone off of money and into a different mindset about their decisions.

It happened to talk about the single greatest reason why my Doctors are attracted to me in the beginning.  That’s very simply and bluntly: hope and desire for a better way, a smarter way, a way that doesn’t require more hours or more effort, and often not even more patients to elevate their practice profits working less on what I call their own Lifestyle Practice.

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Inside, I promise you will find everything you need to work on your own value perception.  By the end of it you will feel more confident than ever before that you can break free from the time-money link in Dentistry.

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This is the secret by the way… the real power is to understand your own value and what you are actually “selling” in order to properly education, influence, motivate, and encourage your patients to do what is in their best interests.  Done right, it won’t come across as selling at all.

This is a real discussion about where you put your focus and taking a tough assessment on how you build value in the minds of your patients first.

Next week, we’ll talk about each team member’s role in the value build progression and how every step in your patient experience builds on the last and sets up the next.

Just be committed to helping your patients and let your passion, energy, and belief do the rest.

Don’t forget to grab your copy of my newest book.  You will discover incredible stories of Doctors just like you who have broken free from the things that were holding them back.

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