Dental Implant Marketing – Helping Them to Make THE Decision

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Dental Implant Marketing – Helping Them to Make THE Decision

 

Understanding the Process That Begins With Dental Implant MarketingDental Implant Marketing – Helping Them to Make THE Decision

 

As you know, 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.

 

We have examined many of the steps of this sales process from the patient interactions with your staff to the contributions of the office décor and music to maximizing the discovery and presentation processes to beginning the financial discussion.

 

Read more here:

 Dental Implant Marketing – Your Staff Giving the Right Vibes for the Sales Process

Dental Implant Marketing – How Do Staff Dress and Office Music Contribute to a Strong Sales Process?

Dental Implant Marketing – Exploring the Discovery Process

Dental Implant Marketing – The Financial Discussion

 

We have now arrived at the final step of the sales process – the Decision phase (also known, of course, as Case Acceptance or Close.)

 
How Do We Help Them to Make a Decision? 

 

In this blog, we’re going to discuss the importance of this step and the role of the Treatment Coordinator in it, examine the obstacles (both real and imagined) that the treatment coordinator often has to help the patient overcome and give you 10 tips for increasing case acceptance and maximizing the ROI of your dental implant marketing.

 

First, though, we’ll do a brief recap of the Treatment Coordinator’s role in the process and the importance of this position.

 

Value Your Treatment Coordinator’s Role!Dental Implant Marketing – Helping Them to Make THE Decision

 

Although some dentists prefer to introduce the financial discussion, that number is not large. In most offices, a Treatment Coordinator handles the entire financial discussion, going back over the details of treatment from the Presentation of Treatment step and discussing the final cost of implant treatment and the availability of payment plans.  

 

Because of this, investing in training for your TC is CRUCIAL! Record their conversations with patients, and understand what’s going on. Give them commission/bonuses.

 

Too many dentists take a person with no training, make them their TC, and pay them 40k/year to handle 50k cases. 

 

This is a HUGE mistake and will lead to a disappointing ROI on your dental implant marketing dollars!

 

The reason for their importance is that a TC is more than just a salesperson, he or she is the Sales Closer, the one who helps the patient to COMPLETE the sales process! 

 

How do the dentist and the Treatment Coordinator best help patients to come to a DECISION, capping off the entire series of steps that we have examined?

 

That is what we will examine in this blog.

 

General Principles for the Financial Discussion PhaseDental Implant Marketing – Helping Them to Make THE Decision

 

Here are 5 general principles for both the dentist and the Treatment Coordinator to keep in mind throughout the Financial Discussion and decision-making steps of the sales process to maximize the ROI of your dental implant marketing dollars.

 

  1. Be a Sales Closer: As was said, the role of a dental Treatment Coordinator is a sales closer.  They must realize that it is their job (along with you as the dentist) to provide the atmosphere and tone most conducive to CLOSING the deal and selling the implant treatment.           
  2. Reinforce the Dream: As we said before, the Financial Discussion phase should begin by reinforcing the dreams BEFORE revealing the cost or discussing anything related to whether or not the patient could swing the cost. In fact, throughout the whole process, the focus needs to be on getting the patient to think of the care instead of the cost.
  3. Ask Questions: Remember to have the TC ask questions that will reinforce the life change they would experience. These questions should be planned out beforehand.
  4. Weigh the True Cost: The Treatment Coordinator should try to counterbalance the weight of the financial side by helping patients remember the weight of their life without this treatment

         a. Help them truly weigh the cost of BOTH of them.

         b. Remember Thoreau’s saying – “The cost of something is the amount of life we give up for it.” Turn the saying around – “The amount of life we give up for something is the cost of it.” 

         c. Help them think about the amount of life they are giving up by NOT paying the cost for implants!

  1. Remember What Buying Is: However, as the Treatment Coordinator presents (or sells) treatment, they must remember what buying is: an emotional decision that is justified by logic. 

 

Why Is a Decision So Important?Dental Implant Marketing – Helping Them to Make THE Decision

 

Your job is to help your patients make a decision – for treatment if at all possible, but in any case, come to a real decision. If you don’t help them come to this point, you are letting them down.

Many patients will try to put off the decision because of the obstacles and in so doing, they will decide on treatment, but only by default.

 

This is not good. If they decide not to pursue implant treatment, they should MAKE that decision, not procrastinate into it by default.

 

Obstacles That the Treatment Coordinator Faces Dental Implant Marketing – Helping Them to Make THE Decision

 

The Treatment Coordinator can expect to encounter obstacles, both real and imagined, in the minds of his or her patients. Here are 5 of the most commonly encountered ones:

  1. Financial Concerns: The cost of implant treatment – sometimes tens of thousands of dollars – is, of course, the most common obstacle in the minds of patients, since insurance and Medicaid usually do not fully cover the treatment. They are also often ignorant of the financing options (more on that below). 
  2. Fear and Anxiety: Many people suffer from simple dental anxiety, and the surgical nature of implant placement can exacerbate these fears. Patients may also simply have a low pain tolerance, fear of anesthesia, or an unreasoning dread of complications.
  3. Time Commitment: Patients may worry about the time involved in the entire implant treatment process, including surgery and recovery, and may be hesitant to commit because of this.
  4. Lack of Understanding of Benefits: This is an obstacle that can be overcome by maximizing every step of the sales process and helping patients visualize the life that comes after implant treatment. Without this, patients may not fully comprehend the fact that dental implants can FULLY restore their smile. 
  5. Trust and Confidence: Here again, top dental practices begin building trust with their dental implant marketing, but you must are going to move forward with treatment. Make sure that this trust has been built at every step of the sales process if you want the complete confidence of your patients. 

 

Overcoming these obstacles requires effective communication, empathy, education, and a tailored approach to address each patient’s unique concerns and circumstances.

 

Steps for Overcoming These ObstaclesDental Implant Marketing – Helping Them to Make THE Decision

 

Remember that this point of decision is where this entire sales process has been leading. If the other steps of the sales process have been navigated successfully, this final step of helping the patient come to a decision will be much easier.

  1. Make Sure They Feel Heard: Using the “Feel, felt, found” approach can be a highly successful way to counter objections, whether it is the financial objection, the time objection, or fears of pain from the procedure. See the next section for a detailed explanation of this technique.
  2. Help Them Think in Orderly Fashion: Systematically help the person overcome their obstacles financially and logistically. As we said, help the patient to weigh the financial burden with the ultimate cost of doing nothing about their teeth.
  3. Find Out Their Primary Concerns: Find out what part the patient is most concerned about, what factors are involved in making that decision, and if possible, what the criteria are for moving ahead. 
  4. Do Everything That You Can: If you can help them with their top concerns, do. If not, set a time to call them and follow up before they leave. Usually, 2 days is a good time frame.
  5. Keep a Full Range of Financing Options Available: Make sure you have financing options to cover every patient possible. Then through candid conversation about their situation, pick the best financing company for them.
  6. Force Them To Be Specific: Don’t let them get away with vague references to “getting the money.”

 

a. If they say they will get the money on their own (personal loan, home equity, money from a friend or relative, etc.), keep the loop open. 

 

b. Ask them specific questions. When will they get it? When should you call to follow up? Do they want to put a deposit down to secure their treatment time? 

 

c. If they gave you a specific date or event that they would like to have their new smile for, talk to them about meeting those deadlines.

 

       7. Give Believable Discounts: If you’re going to give someone a discount, make it believable. I once had a doctor drop the price by almost 50% and wondered why the patient didn’t take it.

 

A patient doesn’t trust someone who can change the price that drastically. They think:Either you were ripping me off before and you can’t be trusted or you’re going to cut corners and I can’t trust you.” 

 

Also, if you can find a reason to give a discount, make sure the patient knows what the price was (price anchoring), and then find a reason why you’re giving a discount (school teacher, firefighter, nurse; or you want to pay it back to plumbers for some reason, etc.).

 

  1. Press for a Decision: Ask them, “Are you ready to begin this treatment that will finally give you the smile that you have been seeking?”
  2. Have Backup Options Ready: If they’re not yet ready, a good method is to give them pictures or videos of the treatment options and successful outcomes on a CD or flash drive for them to take home with them. This is more valuable for convincing family members than a printed treatment plan could ever be and serves as a tangible reminder to the patient of their need for further care.
  3. Keep the Patient in a Loop: Don’t let a patient just “go home to think about it.” Remember that the longer it goes, the easier it is to procrastinate. And the more the emotional pull they had will be forgotten

         

Helping your treatment coordinator follow these best practices will skyrocket their closing rate and lead to much better ROI for your dental implant marketing.

 

Using the “Feel, Felt, Found” ResponseDental Implant Marketing – Helping Them to Make THE Decision

 

As they help patients work past the obstacles they face on the path to dental implants, the treatment coordinator needs to have a way to answer the questions and objections that they raise.

 

This is usually done best by using the “Feel, Felt, Found” response. 

 

“I know how you FEEL, Mrs. Jones, about the possibility of pain during the implant procedure; however, other patients of Dr. Smith have FELT that way until they FOUND that the new methods of pain management are completely effective. Dr. Smith uses these methods on every implant case and even has an initial routine that includes a calming medication if you would like to come early and go through that with him. How does that sound to you?”

 

Probably 90% of the time, refusals after the value of the work has been established and/or the financial terms have been agreed upon are a result of fear of the pain of the procedure. 

 

Dentists and treatment coordinators need to remember that when patients express fear, they are coming from something in their past.

 

Attempt to help the patient move on out of their past negative experience by emphasizing the FEEL, FELT, FOUND approach. This method works because the patient feels understood, and realizes that others have felt the same way they have, and yet they have gone on and found out something different.

 

Wrapping It Up

All of the steps of the sales process are just that: steps in a long process. Each one holds the potential to influence the sales process trajectory and the ROI of your investment in dental implant marketing.

 

As we execute every step successfully, we make this final one – the Decision Phase – so much easier. 

 

In the end, overcoming the obstacles that confront the patient and helping them to make the decision is where the entire sales process is heading. We only help them to improve their lives as we find a way to help them to make a decision

 

Although we hope to help them accept treatment for their condition, helping them to actively MAKE the decision is probably the most important role of the dentist and TC during this phase.

 

Training your Treatment Coordinator to successfully navigate this final step of the sales process is crucial to increasing case acceptance and the success of the dental implant marketing of your practice!

 

Dental Implant Growth Partner

Would you like a partner with extensive experience in increasing the ROI of dental offices?

 

Consider reaching out to Client Connection Group.  

 

Our innovative marketing and follow-up will revolutionize the ROI of the dental implant marketing of your office!

 

Just ask our satisfied dentist customers from coast to coast!

 

Reach out to Client Connection Group today

Dental Implant Marketing – Helping Them to Make THE Decision

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