Patient Attraction Episode 553: Are YOU Making These Common Dental Marketing Mistakes (Part 3)?
Sell. There. I said it. To some of you, it is a horribly offensive word. “Dentists don’t sell,” you might say. Fine. Call it want you want. “Improve case acceptance.” Do you like that better? It’s the same thing. When we come back, I’m going to tell you why you not only should sell but you are ethically OBLIGATED to sell. Stay tuned.
– Hi, Colin Receveur here and thanks for joining us for another week of the Patient Attraction Podcast.
– For the last two days, we have been looking at common mistakes dentists make in their marketing.
– To recap, we’ve talked about why dentists need to market and why they need to track their return on investment.
– Today, I want to tell you why you need to sell.
– But first, let’s define selling in the dental industry.
– Selling means making patients aware of treatment you offer to solve their problems, impending problems, or perceived problems.
– Wow! There is a lot in that statement.
– So let’s boil it down to what really matters:
– It is your job as the dentist to let patients know how you can solve their problems.
– These may be existing problems, like cavities or impacted wisdom teeth.
– These may be impending problems, such as a tooth with a deep crack in it or jaw bone deterioration from missing teeth.
– Or these could be perceived problems, such as a patient with reduced confidence due to her crooked or discolored teeth.
– It is your obligation to inform your patients (and prospects, for that matter) that you can solve those problems.
– It is your obligation to explain the benefits of solving those problems and the costs of inaction.
– That is selling!
– Many of you probably think of selling as pushing procedures onto patients who don’t really need them.
– While there may be some dentists who do this, it is unethical and I would never recommend that.
– You are an EXPERT in solving dental problems.
– When you see a solution to a patient’s problem, you have a responsibility to present that solution.
– Presenting the solution is selling.
– You have a responsibility to do everything in your power to convince the patient to act in his or her own self-interest and follow your recommendations.
– Convincing the patient is selling.
– And you have a responsibility for informing the patient of the consequences of not following your recommendation.
– Informing the patient is selling.
– Frankly, doing anything short of “selling” is not meeting your responsibility as a dentist.
– My father understands this principle as well as just about any dentist I know.
– If you want to see how Dr. Ronald Receveur has increased collections from $900K to more than $2 million in just five years, you should go to http://www.doublecollectionswithoutselling.com.
– Until tomorrow, keep moving forward.