The Next Step in the Sales Process That Begins With Dental Implant Marketing
Dental implant marketing is only the first step of a journey – the journey that ends with a successful sale of dental implant treatment to a customer in dire need of it. Along the way every step of this process is important.
And it IS a process! Success in selling dental implants is a result of successfully executing every step as you move the patient through them.
If your dental implant marketing engages the patient, the next step is a visit to your dental office, where they absorb the initial vibes of your practice. This is followed by the Discovery phase, as all dentists know.
Several of our recent blogs have discussed these steps.
We analyzed everything from staff dress and interactions with the patient to an overview of office décor and music to a thorough discussion of the Discovery phase – all elements capable of influencing the sales process trajectory and the ROI of your investment in dental implant marketing.
Read more about why we believe in this intense focus:
Although the ambiance and vibes of the office and the Discovery phase are important steps, they are, of course, still not the destination.
The Presentation of Treatment is the next important step.
Today we’re going to delve into why the Presentation of treatment is so important, explain how to focus completely on the patient, and give you 5 general principles and 6 practical steps as you seek to maximize this portion of the sales process and increase the ROI of your dental implant marketing.
What is the Presentation Phase and Why Does it Matter?
Although you understand the Presentation phase well, let’s describe and talk about it a little more.
During the Presentation Treatment phase of the sales process, the dentist presents the implant treatment plan that he or she believes will best meet the needs of the patient.
Using what he learned in the discovery phase, the dentist reveals to the patient the personalized treatment plan that he would recommend.
Personalized is the keyword here. As you know, it is so important to present treatment personalized to the patient’s pain points, fears, desires, and dreams. We’ll look at this again below.
Why is it so important to analyze every detail of the Presentation phase, or every detail of any phase of the sales process for dental implants, for that matter?
- Every part of the sales process becomes part of the BRAND of your dental office.
- Thinking through these details and how they affect your BRAND has the potential to catapult you into the top 2% of dental practices easily!
That’s because so few dentists take the time to analyze their processes as they should!
Keeping these two facts front and center helps to show the importance of every one of these steps.
Before we look at the Presentation phase of treatment, however, we’re going to back up and examine the ways that you arrive at that treatment plan during the Discovery phase.
Formulating the Treatment Plan
The Discovery phase involves a thorough examination and discussion of the patient’s situation. Since we are looking closely at every step of the sales process for dental implants, let’s look at 6 key elements of this essential assessment:
- Medical History Review: You conduct a review of the patient’s medical history to identify any existing conditions or medications that may have a bearing on the success of dental implants.
- Dental History and Examination:
- You evaluate the patient’s dental history, including previous dental procedures and treatments.
- You conduct a comprehensive dental examination to assess the condition of existing teeth, gums, and bone structure.
- X-rays and Imaging:
- You use X-rays and advanced imaging techniques, such as CT scans to obtain detailed images of the jawbone, teeth, and surrounding structures.
- These images help you assess bone density, and volume, and identify potential challenges.
- Gum Health Assessment: You examine the gums for signs of periodontal disease or other issues that may need treatment.
- Bone Density Evaluation:
- You assess the density and quality of the jawbone at the potential implant site since sufficient bone density is essential for stable implant placement.
- In cases of inadequate bone density, you may need to discuss additional procedures like bone grafting.
- Discussion of Treatment Options:
- Based on the findings, you discuss suitable treatment options with the patient.
- This may include the number of implants needed, the type of implant, and whether additional procedures, such as sinus lifts or bone grafts, are necessary.
The key is to keep the focus on the patient’s unique situation and goals throughout this standardized part of the process!
General Principles and Questions for the Presentation Process
A powerful Presentation phase of the dental implant sales process follows these 5 general principles – all of which help to create a personalized dental brand.
- Present the treatment personalized to their pain points, fears, desires, and dreams. (This is such a powerful point that it bears repeating.)
- Focus solely on getting the patient to dream about life after they buy your product.
- Use the emotional findings of the Discovery process (see below) to tie their desired outcome to the treatment that is best for them.
- Ask questions based on what it would help them be able to do, accomplish, and become.
If you hear them talk about an event that they want their new smile for, prove to them that it could happen by then, and keep doing a call back to how they will feel with their new smile – at that event.
- Men often want what their wife wants, so leverage that fact.
Here’s a brief recap of the way to get to their emotions during the Discovery phase:
- Get the patients to talk about themselves – As we said, you need to get the patients to verbalize the things that you and they already know. These things should not be assumed because the patient needs to hear himself or herself SAY them!
- What made you interested in getting your smile fixed?
- How would your life change if we were able to help you smile again?
- How would it affect you if we couldn’t help you today?
- Ask follow-up questions and dig below the surface. You just met the patient so don’t expect they will bare their soul on the first question. If a patient says they want their smile to look good again, ask them what their current smile has kept them from doing. Then ask how that has affected them emotionally.
- If they say they want to eat the foods they like again, ask them what they miss the most and how that’s been affecting their health, etc.
- It should not be uncommon for patients to get emotional during this part of the Discovery phase.
3. The point of Discovery is to help the patient fully consider the cost of inaction and the reward from action on an emotional level.
The incredible amount of LIFE that dental implants can give a person is what you want to emphasize!
Practical Ways to Maximize the Presentation of Treatment Phase
It’s all well and good to talk about helping the patient dream about their life after treatment, but what are some additional practical ideas for enhancing and personalizing this part of the sales process?
Here are 6 of them:
- Educational Focus: Along with asking questions and helping them dream, keep in mind your patients’ constant need for education during every step of the sales process. Make sure to provide as much education as you can during the Presentation of Treatment phase.
- Use Visual Aids:
- Use plenty of visual aids, models, and multimedia presentations to SHOW your patients what their new life could be like with dental implants.
- Consider presenting a visual timeline of the treatment process, highlighting the key milestones along the path to final restoration. This again can help to educate patients and help to make the treatment plan feel more real and personal.
- Address Their Specific Concerns: Remember to mention the fears and concerns that surfaced during the Discovery phase and show how the recommended treatment will allay those anxieties. Patients always wonder if they simply become another cog in the wheel when they go into the chair, but hearing their concerns addressed goes a long way toward making them feel heard.
- Incorporate Patient Values and Priorities: Another way to make them feel valued and heard is to consider their values and priorities when developing the treatment plan and share with them the places in the plan where their input was incorporated. For example, if aesthetics are crucial to the patient, show them the options for natural-looking restorations and why you chose the one that you did for their treatment.
- Customized Treatment Options: As you present your plan, show them the places where it could still be further customized to their needs. Present the different implant materials, types, and restoration options and walk them through the process of choosing the one that aligns best with their goals.
- Post-Consultation Follow-Up: Implement a follow-up process after the initial consultation to address any lingering questions, concerns, or changes. This shows your determination to not be satisfied until they are sure that the treatment presented will give them the life they want!
Remember, a well-informed and completely empathetic Presentation phase can build your brand and contribute significantly to a positive ROI on your dental implant marketing dollars by helping the patient to dream and plan for the brand-new life that lies beyond – AFTER dental implants!
Wrapping It Up
Remember once again:
The point of the Presentation phase is to help your patients dream about what their lives could become with dental implants! Keep that focus and the ROI of your dental implant marketing dollars will soar!
Remember this also:
The Presentation phase is not only a highly important step in the sales process for dental implants, but it is also a highly important part of the formation of your dental office BRAND.
Studying and analyzing the Presentation of Treatment steps and seeking to improve it will also help you to build a more personalized and powerful BRAND – something that is hard to put a price tag on.
Make helping your patients dream about their new lives a part of your BRAND and you will easily catapult yourself past your competition!
Dental Implant Growth Partner
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