by Carol Eaton
Benefits of Digital Technology
- Provides immediate clinical tool for efficient treatment planning and streamlining multiple appointments in to one.
- Clear images, gathered quickly and comfortably shared with the patient/parent in reviewing and reinforcing the treatment recommendations. (A picture is worth a thousand words.)
- Digital images, X-rays, and models can be electronically stored and easily transmitted as well as merged in to a myriad of correspondence to patients, parents, and dental peers.
- Discover your customer’s (patients/parents) needs, wants, and desires.
- Build trust and get people to want to do business with you.
- Listen rather than talk. Use the 80/20 rule.
- Increase confidence and achievement drive.
- Stand out above the crowd; customize who you are.
- Develop motivational intelligence.
- Empower yourself.
- Dealing with rejection – responding to no.
An easy-to-follow sales formula tied in with the acronym of AID, Inc. from Ron Willingham’s book, can easily relate to the flow of the new patient process.
6-Step System of Selling: AID, Inc. System
1. Approach – first step toward a successful sale
- Gain rapport; build relationship foundation.
- Get on their emotional wavelength.
- Make each “moment of contact” memorable (start at the new patient phone call, new patient forms with pertinent information gathered, Fun-Fact Sheet, website visit/practice introduction, NP confirmation/ welcome call, initial greeting, tour of office, TC/ Records person role pre-doctor time frame).
2. Interview – identify specific needs (new patient call, TC “pre-selling phase”)
- Ask open-ended questions to begin this conversation.
- Share pertinent information with the doctor.
- Help people get what they want.
- Questions leading the patient to satisfy their needs; probing for needs.
- Establish Rapport
- Establish Trust
- Determined Behavior Style (watch body language)
3. Demonstrate – explain features/benefits to satisfy needs with passion (website, reception room monitor, tour of office, TC education/visual tools)
- Acknowledge dominant wants and needs; tailor it to their specific situation.
- Don’t oversell or over talk about products and services.
4. Validate – to prove your claims (before and after cases, educational programs)
- Acknowledge that you understand their wants/needs (connects you with the prospect, makes them feel understood and accepted, creates common ground).
- Talk about price/investment once value outweighs cost.
5. Negotiate – to work out any challenges, limitations, barriers, or stalls (leading the patient/parent)
- Ask open-ended questions.
- Present scheduling opportunities.
- Review financial comfort levels.
6. Close – to ask for a decision
- Assume all patients want to get started now.
Benefits of Balancing the Personal Touch
- Building rapport and relationships; it is the main area that will differentiate your practice.
- Customizing your communication to individual patients and parents.
- Customer service is not outdated; it should be your #1 Priority!
- Be the buzz that everyone is talking about…providing personal moments.