I’ve seen it over and over again…
Orthodontists, treatment coordinators, and team members who are nervous and uncomfortable when it comes time to step into the sales role by promoting their practice. New patient referrals and sales are the backbone of the health of your business, and most entrepreneurs (or orthopreneurs) and their staff are not trained in sales or marketing. In fact, most business owners and their support staff are reluctant and resilient salespeople, worried about being perceived as pushy or, worse, sleazy. As a result, they don’t go out of their way to sell who they are and what their services are about to prospective patients.
It seems to be a universal, ever-present, nagging concern: how do I present myself in an authentic and effective way that makes me feel comfortable and allows me to convert new patients at the same time? Many opportunities arise daily for most team members to market their doctor and sell their practice in conversations with patients, moms, dads, friends, and referring professional practices. How many golden eggs have failed to hatch because you missed the opportunity to refer a patient?
Here’s how to create an authentic and powerful transformation. Go from your concerned perception of yourself as a sales persuader targeting a victim with money, to a professional emissary whose goal is to partner with a prospective patient to help fulfill their wants, needs, and desires. Sounds better already, doesn’t it?
Here are 5 key elements for a professional and comfortable sales approach:
Honesty and Sincerity
Clearly communicate what your treatment can and cannot provide, even in the face of patient loss. Emphasize benefits of treatment vs. characteristics of treatment and services. Never assume the perspective that the patient understands why he needs treatment. They are in their office trying to discern why their practice is the best fit. Don’t make them figure it out for themselves, make it clear.
Peer perception
Introduce yourself as a colleague; a colleague who jointly assesses with the patient whether orthodontic treatment will be mutually beneficial to all concerned.
Patience to allow a relationship to develop
Sometimes you can hit it off with someone right away; other times it can take months for the relationship to develop. It’s okay to let time take its course. Don’t be discouraged. I have often found that adult patients need to reflect on treatment options for a while before committing to the process. They can call back with additional questions and concerns to ensure they have done their due diligence and are emotionally ready to go. Taking the time to re-emphasize the benefits, not the features, of the treatment will further develop the relationship with a reluctant patient.
Respect
Even if you are not friends, respect the values and intent of the patient/parents and the buyer will respect your approach to treatment and your professionalism.
Confidence
Maintain the perspective that you will sell to the “right” buyer, trusting that true needs will be met, if the patient is a good fit. He will keep you relaxed and enjoying the process. You can’t please everyone all the time and sometimes… the chemistry isn’t there and the expectations aren’t compatible.
Imagine how you could grow your practice if your entire team looked at every sales opportunity from this mindset.