How to Sell the Value of Dentistry
Treatment Acceptance Training Case #TA251
Treatment Coordinator “Janie Fe” (names have been changed) enrolled in the Treatment Acceptance Training Course through McKenzie Management to learn some new strategies for selling patients on treatment to enhance their appearance and create a better wellbeing. Her challenge was that patients became impatient to get to the cost of treatment and weren’t interested in what she had to say.
When asked when she first meets the patients, Janie replied that she did not meet them until the treatment plan was printed and given to her to present. Prior to that, the patient was just a name on the schedule. This is typical for many practices, but not the best approach to build trust and show patients you are interested in them beyond the “money” aspect.
Take the opportunity to meet patients when they arrive. It can be in the reception room where you can introduce yourself, in the treatment room where records are being taken, or it can be in the hygiene room before the teeth cleaning.
With a friendly exchange and interest shown to the patient, it is easier to engage them later into listening to you about treatment options. Introduce yourself as the Treatment Coordinator who is at their service to answer any questions and see that they are comfortable during the visit. If the practice uses a New Patient Call Slip that lists the patient’s “chief concern” or what brought them to your practice, this will give you a “heads up” as to what the patient values and is there to hear about.
Selling on value, not price, involves a fine balance of confidence, personal rapport, and doing your research. It has become more difficult as technology gives consumers greater access to price information and insights into what other dentists can offer. Don’t be derailed by what the dentist down the street is doing – focus on what you and your practice bring to the patient.
Here are five steps that will help patients see the value in your products and services so price is no longer the big issue.
1. Understand your target patient market
Understanding the demographics and psychographics of the neighborhood within an average 11-mile radius will help you to know the buying habits of potential patients. If the dentist or staff live ten miles or more from the practice it is wise to learn about the neighborhood. If you are trying to sell cosmetic services and replacement of missing teeth with implants to a predominately low income, low value of dentistry neighborhood, it could be a real challenge. You must meet the needs of the demographic.
2. Get to know your patients
3. Have conversations that focus on the patient in front of you
4. Don’t throw around discounts like you are desperate
Too often discounts have been the first resort, particularly for patients who say, “Your treatment is very expensive.” Giving a discount without communicating the value and long-term benefits will result in loss of credibility. Unfortunately, discounts eat directly into profits – especially if the practice fees are low anyway. Patients will learn to always expect a discount, despite what you tell them is a “one-time promotion.” Value selling eliminates these problems.
5. Advertise Your Strengths and Experience
What is your Treatment Acceptance challenge? Call McKenzie Management today to enroll in a training course to improve your communication with patients.
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