The Art of Selling in Dentistry

Episode #280 with Dr. Leonard Tau

A myth about dental patients is that they only care about cost. While that may be a significant factor, patients also care about high-quality dental work — and are willing to pay for it! Today, Kirk Behrendt brings in Dr. Leonard Tau to teach you the art of selling in dentistry. He claims that by becoming a better listener and communicator you will increase case acceptance. If you want to know more on how to get patients to say yes, listen to Episode 280 of The Best Practices Show! 

Main Takeaways:

If you don't sell treatment, patients will spend their money elsewhere.  

Patients will say yes to treatment if you create the value for them.

Dentists should learn to talk money to patients.

Know your numbers. Ask patients their budgets.

Get a chat button for your website. It’s another opportunity to reach out to patients.

Learn to actively listen to your patients.

Your reputation is as important as your credit score.

Be cognizant of body language. The right body language can increase case acceptance!

Help patients get money, and they will accept treatment.

Quotes:

“A healthy practice has a really good case acceptance. An unhealthy practice has a poor case acceptance, and people walk out, and they go somewhere else and they spend their money elsewhere.” (05:58—06:07)

“[To] grow your practice, patients need to say yes. You can only make so much money from the re-care and the small things that come through the office.” (06:48—06:55)

“Most dentists don't like to [talk money]. I think you need to learn how to do it because, ultimately, the patients trust you. They come into the office, they trust you, they want to hear what they need, why they need it, and the cost involved.” (10:54—11:07)

“When patients feel comfortable and they understand the value, the money is not necessarily the biggest issue. Patients can find the money if they see the value.” (11:38—11:45)

“The art of the sale actually starts with the first interaction with the practice.” (13:04—13:08)

“Patients don't say yes to treatment because they don't feel a connection to the office. I connect with the patient before they even come in.” (15:35—15:40)

“The chat allows me another opportunity to reach out to patients who are trying to interact with the practice. Patients who are scared don't necessarily call the practice. They're going to chat with you online.” (21:08—21:17)

“We don't listen very well. That's a huge mistake we make as dentists.” (23:43—23:47)

“[Dentists] have very poor follow-up skills. When a patient says maybe, most practices have no way of reaching back out to them.” (36:12—36:18)

“I don't shy away from third-party financing at all. I embrace it and I want to use it as much as possible, because I'd rather have 90% of something than 0% of zero. And if a patient says no, they don't spend any money at my practice.” (44:03—44:17)

“Education without action is just entertainment.” (46:11—46:12)

Snippets:

Dr. Tau’s background. (03:24—04:58)

Why selling is important in dentistry. (05:41—06:55)

One reason patients say no to treatment. (07:25—08:03)

Learning to talk to patients about money and treatment. (08:29—10:16)

Should the dentist or a team member talk money to patients? (10:34—12:10)

How to get better at selling dentistry. (12:37—15:58)

Ask patients their budget. (16:06—19:48)

Call versus chat. (20:14—22:02)

What dentists get wrong in the art of selling. (22:12—25:09)

Trust is the bottom line. (25:33—26:05)

Your reputation matters. (26:20—26:58)

How to disarm patients. (28:00—31:39)

Importance of body language. (31:50—35:02)

Work on follow-up skills....