| I've seen it over and over... | | | | assume the perspective patient understands why |
| Orthodontists, treatment coordinators and team | | | | they need treatment. They are in your office |
| members who are nervous and uncomfortable | | | | trying to discern why your practice is the best |
| when it's time to assume the role of salesperson | | | | choice. Don't make them figure it out for |
| when promoting their practice. New patient | | | | themselves, make it clear. |
| referrals and sales are the backbone of your | | | | Peer-Level Perception |
| business health, and most entrepreneurs (or | | | | Present yourself as a colleague; a peer who is |
| orthopreneurs) and their staff are not trained in | | | | jointly evaluating with the patient, whether |
| sales or marketing. In fact, most business owners | | | | orthodontic treatment will be mutually beneficial |
| and their support staff are reluctant, resistant | | | | for all concerned. |
| sales people, worried about being perceived as | | | | Patience to Allow a Relationship to Develop |
| pushy or worse yet, sleazy. As a result, they | | | | Sometimes you can hit it off immediately with |
| don't go out of their way to sell who they are | | | | someone; other times it can take months for the |
| and what their services are all about to | | | | relationship to develop. It's ok to let time take its |
| perspective patients. | | | | course. Don't be discouraged. I have often found |
| It seems to be a universal, ever-present, nagging | | | | that adult patients need to mull over treatment |
| concern - How do I present myself in an | | | | options for a time, prior to committing to the |
| authentic, effective manner that makes me feel | | | | process. They may call back with additional |
| comfortable and allow me to convert new patient | | | | questions and concerns to assure themselves |
| starts all at the same time? Many opportunities | | | | they have done their due diligence and are |
| arise on a daily basis for most team members to | | | | emotionally ready to start. Taking the time to |
| promote their doctor and sell their practice in | | | | stress again the benefits, not features, of |
| conversations with patients, moms, dads, friends, | | | | treatment will further develop the relationship with |
| and referring professional offices. How many | | | | a reluctant patient. |
| golden eggs have failed to hatch because an | | | | Respect |
| opportunity to refer a patient passed you by? | | | | Although you may not be friends, respect the |
| Here's how to create an authentic and powerful | | | | patient's/parents values and intent and the buyer |
| transformation. Move from your worried | | | | will respect your approach to treatment and your |
| perception of yourself as a sales persuader | | | | professionalism. |
| targeting a victim with money, to a professional | | | | Trust |
| emissary whose goal is to partner with a | | | | Keep the perspective that you will sell to the |
| perspective patient to help fulfill their wants, | | | | "right" buyer, trusting that true needs will be |
| needs and desires. Sounds better already, doesn't | | | | served, if the patient is a good fit. It will keep you |
| it? | | | | relaxed and enjoying the process. You can't |
| These are 5 key elements to a professional, | | | | please everyone all the time, and sometimes... the |
| comfortable, sales approach: | | | | chemistry isn't there and the expectations aren't |
| Honesty and Sincerity | | | | compatible. |
| Communicate clearly what your treatment can | | | | Imagine how you could build your practice if your |
| and cannot provide, even in the face of losing the | | | | entire team looked at every sales opportunity |
| patient. Stress the benefits of treatment vs. the | | | | from this mindset. |
| features of treatment and services. Never | | | | |