Don’t Sell Used Cars

Today I’d like to continue this series of posts with my suggestions and strategies for attracting new patients and retaining existing patients. It is important to realize that a big turn off for people is the feeling that they are being pressured to accept unnecessary dentistry. Fred Joyal, Founder of 1-800- DENTIST, talks about this in an excellent position paper. Remember that people like to buy – but they don’t like to be sold. So understanding “selling psychology” is key to having patients feel good about accepting your treatment recommendations.

1. Take the word “investment” out of your vocabulary. That got old a long time ago. Avoid manipulative or retail sales techniques. You are a dentist and not a used car salesman.

2. Never prejudge anyone’s ability to pay based on their job or position in life. I can’t tell you how many times I saw the banker choose the denture and the teller opt for the full mouth reconstruction.

3. Always try to present three treatment options. Don’t offer the red shoes or no shoes at all. Instead, offer the red shoes or the blue shoes or the green shoes. People like choices. It is empowering to make a choice rather than to be told what to do.

4. Always present dentistry as if you have no openings for the next couple of months even if you are wide open two days from now. This is an especially important concept for younger dentists to learn. When you present treatment in a low key way as if it makes no difference to you if the patient says yes or no – it is amazing how often the patient will say yes. “You can pay me now or you can pay me later” is surprisingly motivational.

5. Consistent case acceptance will never happen without a gifted treatment coordinator well-versed in offering user friendly payment options. People relate to budget plans that allow dentistry to be affordable. Budget is safety.  Budget is lifestyle.  Budget is emotional.

If you offer dental treatment by following these simple principles, you will be rewarded, and your patients will feel comfortable. And that, of course, is the name of the game.