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MASTER THE ART OF FIRST IMPRESSIONS P5

  • Apr 27 / 2014
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MASTER THE ART OF FIRST IMPRESSIONS P5

Now, this gets into the selling phase of the call. I know that for some of you, selling is a negatively charged word itself.  So, if you prefer, there’s a slide on this, but I’ll just share it now, selling for me is nothing but giving people what they want.  It’s communication with a purpose.  It’s empowering people to make informed decisions.  That’s what selling is.

We’ve been victims of bad sales, which is again, just like a bad script.  So, we think all sales is bad, but I have news for you, folks. We are all in the sales business. The last time you convinced your spouse about where you wanted to go for dinner, you made a sale, and the key to selling is understanding what’s important to the people, to your prospective patient in this case.

One very important distinction along the way is understanding the difference between an attribute and a benefit.  An attribute is just a physical characteristic. We’re in a three-story house.  We have an elevator.  We have a parking lot.  We offer the Wand. Those are all attributes.  The benefit is the translation of that attribute into something that is important and valued by the person with whom you’re communicating.  Think of it in terms of A to B.  You have to get from A to B, attributes to benefits.

Here are some examples:  “We offer complimentary smile analysis.” A wonderful way to translate attributes to benefits to simply use the word bridge which is often what that means. That means, “You can visit our office without cost or obligation to choose for yourself how we can help you receive the care that you want and deserve.”

Here’s another one:  “We offer oral DNA sample testing.”  That means that “by simply testing your saliva, we can identify bacteria that could be responsible for your oral health and prescribe treatment to help you with your overall health,” which leads to oral system care which I’m very passionate about and want to lead practices into this tier of care where helping improve patient outcomes through collaboration and providing some really high level diagnostics and protocols that might help save a person’s life.  So, you might want to say, “We’re committed to oral systemic health in our office, and that’s because not only does that enable us to help save you money but by focusing on prevention and home care, we might even save your life.”

Then, of course, when it comes to the Wand, there are almost limitless benefit statements you can offer, and it’s going to make the difference between people coming into the office and not.  Think about what a great way to connect to a caller by saying, “We offer the Wand which means we can administer anesthesia in a pain-free manner.  So, you know you it will be painless and hassle-free.”  For those of you who haven’t seen it, that’s the unit.

Hey, Danny.  Can I add something to that?

Please.

Yeah.  This is Bob DiAntonio.  You mentioned earlier in the presentation about the importance of the call and how it’s like a first date with the patient.  We like to think of the Wand and how we market the Wand is really when we’re underneath the road, anesthesia is the first date with the patient.  There’s a lot of dentists that can provide quality [54:57].  It’s really that date with the syringe that determines how satisfied that new patient is and whether they’re going to come back to you or not.  The Wand, it’s an unmatched standard of care, difference maker.  It takes the guesswork out of syringe insertion, and it really will make the difference with patients going to their websites, posting on their social media, “I can’t believe Dr. Bobrow uses this technology. I didn’t even feel the injection” versus “Oh my gosh. I just went to the dentist, and it hurt like heck. I’m glad it’s over.”

That’s absolutely true.  There are a number of milestones in a relationship, and I think this is one where either the relationship is taken to the next level or it isn’t. I’m glad you mentioned, and I think you and I talked about doing a subsequent webinar on social media because we’re very passionate about that, too.  We agreed about setting up the social media sites so that they’re optimized, and you’re getting them visited connected and friended and liked which is vital.

Ultimately, where that rubber hits the road is the content that you share, and to truly go vital, it’s important, vital that there be something that the typical patient can embrace, get excited about, and share. I agree with you. I can’t think of any experience that qualifies for that better than an experience with the Wand especially when people experience, in the past, such an unpleasant experience with anesthesia.

With this, Danny, one last thing.  With social media and to what you said, you want to piggyback on your patients’ social media forums.  Obviously, you’re going to want to set up the dental clinic with your own social media and things like that, but in this particular case, you’re letting the patients do the marketing for you.  You’re letting them go back and encouraging them to post on their network because dental marketing is generally a local game. 

So, what better way than to have your patients posting on their social media network how great their experience was at the clinic, particularly when it related to the number cause of fear and anxiety in dental which is syringe injection. So, I agree with you. I think a presentation on social media could be a completely different animal and be very well-received.

Yeah.  You’re kind of stealing my thunder here, but I will say I can’t think of a better way of third party endorsement. You are spot on.

Let’s show some more examples of attributes and benefits when you do own and use the Wand.  “There is no what dentists called ‘collateral numbness’. This thing is just so precise.”  You can say that to somebody, but you’ve got to translate it so they can see, “Oh, this is why it’s going to make it better for me because you can leave your appointments smiling, speaking normally.  You’re not going to have a speech impediment or burn yourself drinking hot liquid and have it dripping off your chin after a procedure.”

Well, another thing for the working folk like myself is you don’t have to take a half day of personal time off to go to the dentist.  You can take a lunch appointment or maybe an hour and half appointment and go back to work.  Certainly, if you’re seeing children, you’re not running risk of children or special needs patients chomping down on the sides of their tongue, another big advantage of not having collateral numbness which is relatively routine in procedures.

Yeah.  It’s just one benefit and example of how you can care for your patients or about your patients. So, I agree.  Here’s another benefit.  No syringe injection which is the number one reason people don’t go to the dentist, and again, people are calling.  They haven’t made a decision, and what a great way to connect with them and allay the fear they’re likely to have, stastically speaking.

Here’s another one, bilateral dentistry.  You can take care of more in fewer visits which is, again, another convenience.  Again as Bob mentioned, they take less time away from work or whatever else they’d prefer to do which is probably most things.  Most people would rather be somewhere else so what a great way to give it to them.

In general, this whole presentation is giving you a plan so that you can deal with predictable scenarios which, if you think about it, is probably 95% to 98% of the calls you’re going to get because people aren’t calling you to see if you can flat top their driveway or if you sell snow tires.  They are calling you about things you can pretty well predict so let’s take the time to look at these scenarios which are predictable, which is almost all of them and master the verbiage so you can get excited about that phone when it rings and know that being to adeptly connect with these patients, you’re growing the practice. I presume the case is that when the practice grows, everybody wins.  There’s more money for bonuses and raises and time off and hiring more people so you can get time off. It’s the old rise in tide raises all boats.

So, here is where we share the definitions if selling, for you, is a negatively-charged word which I hope, by the end of today’s presentation, if it was no longer is. Again, this is where we talk about the checklist, which is the road map.  Once you know where you’re headed and the key points you need to accomplish in the call, we want you to seemingly lose control.  What I mean by that is connecting with the caller by finding out what you have in common.  You can share philanthropy or connections with the community or your commitment to oral system health, and these are, as I mentioned earlier, introduced prematurely.  These are arrows in your marketing quiver or your communications quiver.

Don’t wing it. You can learn from every call, but it would be great to know how you answer a question when some says, “I had a bad experience with the dentist” or “You’re so far away from me” or “I’m having trouble finding you” or “Are you in my plan” or any number of questions.  You should just be prepared for them.

The enthusiasm part is not only are you prepared to share things, but are you going to be excited about sharing them?  Here’s a list, another exercise I would ask you to consider taking the time, the dental team as well as the practice owner. Add this to your regular team meetings.  What is it that you get to share with the caller about the doctor, the facility, the amenities, our commitment to giving back, whatever it is?  These are great because, these are the attributes we’re excited about it, and this is why you should care.  This is what’s in it for you.

Well, this sort of where the rubber meets the road in terms of connecting with callers.  It’s the art and science of questioning and listening.  A lot of people think that sales people are good talkers.  I couldn’t disagree more.  The best sales people are good listeners, and the way they listen is by asking questions, by knowing when to ask the right question in the right way at the right time, which is what I meant by when.  This is you connect with callers.  You have to ask the right questions because whoever is asking the questions controls the call, and I know we all like to be in control of the clicker.

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