I’ve seen it over and over…
orthodontists, treatment coordinators and team members who get nervous and uncomfortable when it’s time to assume the role of salesperson and promote their practice. Sales are the backbone of your practice’s health, and most entrepreneurs (or orthopreneurs) and their staff are not trained sales or marketing professionals. In fact, most business owners and their support staff are reluctant, resistant sales people, worried about being perceived as pushy, or worse yet, sleazy. As a result, they don’t get out and sell who they are and what they are all about to perspective patients.
It seems to be a universal, ever-present, nagging concern – how do I present myself in an authentic, effective manner that makes me feel comfortable and attain new patient starts all at the same time? Many opportunities arise on a daily basis for all team members to promote their doctor and sell their practice to patients, moms, dads, friends, and dental practices. How many golden eggs have failed to hatch because an opportunity passed you by?
These are 5 key elements for a professional, comfortable, orthodontic sales approach:
Communicate clearly what your treatment can and cannot provide, even in the face of losing the patient. When presenting the features of treatment, always state the benefits of treatment also. Consumers make buying decisions based on emotion and personal perception. Point out how treatment will improve their appearance, build self esteem, and create an environment for long term good dental health.
Present yourself as a colleague and friend; a peer who is jointly evaluating with the buyer, whether orthodontic treatment will be mutually beneficial for all concerned.
Patience to Allow a Relationship to Develop
Although you may not be friends, respect the patient’s/parents values and intent and the buyer will respect your approach to treatment and your professionalism.
Keep the perspective that you will sell to the “right” buyer, trusting that true needs will be served, if the buyer is a good fit. It will keep you relaxed and enjoying the process.