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Patient Attraction Episode 073: 3 Scientifically Proven Reasons to Ask
Colin Receveur here on this final day of February. I hope the shortest month of the year has been your best so far.
Today I want to address one of the hardest things in all of sales: asking for the sale! You might think that is an odd topic for this blog, but in the end, if you want to perform lucrative procedures, you have to tell the patient the cost, right?
● None of you got into dentistry for the sales side. Most likely you wanted to help people.
● There can be no mistake that sales is the business side of your dental business.
● But many doctors feel a little shady about the selling aspect.
Don’t, because research shows that your patients don’t. Here are 3 research-based reason to assume your patients will say yes, not no.
Psychologists have conducted studies looking at many different requests including soliciting charitable donations, borrowing a stranger’s phone and asking people to fill out lengthy questionnaires.
● In each case study participants were first asked to predict the likelihood that the people they asked would agree to their request.
● In most cases they underestimate their success rate by around half.
● So they not only underestimated people’s willingness to help, they BADLY underestimated.
The corresponding classic sales adage is not to spend your customer’s money. They are more likely to buy than you think.
The second example is research shows that if you add the words “Can you do me a favor,” you are more likely to get what you want than if you don’t say it.
● Of course you wouldn’t say, “Can you do me a favor and pay $10,000 for these veneers?”
● But you can say, “Can you do me a favor and think about how much better your life will be when you can enjoy your food again?”
Finally, you may feel a sense of embarrassment and guilt over asking your hardworking patients to pay upwards of $50,000 for a new smile. But here are two things to remember:
● You are asking them to pay for the results, which are priceless — not your time, skill and material (which, of course, have value, too).
● Research shows that your pain or embarrassment is acute but temporary.
● However, the same research show that REGRET from not asking is dull and longerlasting.
So, don’t be afraid or embarrassed to tell patients what they need, why they need it and what it costs. Then be surprised when they say no, not when they say yes.
I’ll see you in March. Until then, keep moving forward.