Guilt-Free Selling

Let’s hop aboard the lifecycle marketing train again.

“Sell.” There. It’s out in the open. “Sell” is a four-letter word to many of you. You don’t want to be a salesman, you want to be a dentist. But if you want to get another four-letter word, “paid,” you’re going to have to sell. That brings us to today’s topic: convert sales.

This is where the prospect says, “I like what you have to say. I’m going to set up an appointment.” And that’s what you want: appointments. Fannies in chairs. Hands in mouths. However you want to look at it.

Here is where it gets very individualized because each dentist has his or her own goals and objectives. Are you a “big case” practice, where you only want implants and cosmetic cases? Are you a general dentist who does everything from fillings to Botox? Which services you sell and how you sell them could be an entirely different post.

But you have an obligation to tell someone who is unhappy with his or her smile ALL of his or her options, not just the ones they ask about or you think they can afford. If you are honest and ethical, you should have no reservations about selling implants or cosmetic dentistry, even for a premium price, to someone who could benefit from them.

That’s because you’ve brought in someone who already trusts you thanks to the knowledge you have provided them. To get back to our ongoing analogy, someone has seen your AdWords ad, gotten your free report on sleep apnea, read your drip emails about sleep apnea, and now they are sitting in your chair. The process has worked!

Now you need to tell them the benefits of an oral appliance over buying nasal strips, generic one-size-fits-all night mouth guards, and doing nothing at all. That is converting sales.

Once they see the wisdom of your suggestion, you can move on to the next phase: deliver and satisfy.

Use This Secret to Grow Your Practice

So a business makes a sale. Is that the end of the marketing lifecycle? Many businesses wrongly think it is. Most dentists, though, have a pretty good follow-up system. After all, you want to see patients at least once a year just for checkups.

The next stage actually is deliver and satisfy. And here is where the secret comes in:

After your patient makes his or her purchase, do what you say you are going to do AND THEN SOME.

This is where you say, “Here you go. What can I do so you are completely satisfied?” Making sure that you do a great job and that patients are walking, talking, smiling billboards for your business has an unbelievable ROI.

This is where reputation management begins. This is where positive comments through social media begin. This is where new patient referrals begin.

So if you have a patient who is slightly unhappy, bend over backwards to make him or her happy. Because each existing patient could turn into multiple new patients. Existing patients can also become new customers.

I’ll wrap up this look at Lifecycle Marketing for dental practices in my next post.