The Best Selling is Serving! This means being the patient advocate. You’ll need to discover their true values beyond “I just need a cleaning.” As a patient advocate, you’ll need to learn your patient’s needs, wants and desires, and help them to solve their problems. Once you learn how to do this, you will take patient “service” to an entirely new level.
An attitude of service results in being a true advocate for patient care. Let’s face it: Your patients don’t really know if your dentistry is the greatest clinically. Patients do not know if your crown margins are smooth, or if their hygienist removed all the calculus. What your patients DO know is how they FEEL in your office. Did you solve their dental problem? Did you solve a non-dental problem with a dental solution? Are they kept waiting very long? Are they addressed by their name? Does your service HURT them? Is it difficult or easy for them to discuss fees with your team? Do they feel good about coming back? Do they keep their appointments? Do they refer their friends? These are the qualities that promote patient loyalty, trust, and assure treatment case acceptance.
Becoming a patient advocate means becoming a true patient champion. Discover your patients’ needs, wants and desires, and help them solve their problems. By so doing, you are not merely becoming successful at selling dentistry, you are acquiring loyal patients for life who count on you to be their trusted resource.
The difference between “selling” and “educating” or “motivating” is that the very definition of selling results in a sale — a specific action of acceptance in exchange for monetary compensation. We can educate and motivate all day long, but how effective are we if our patient does not say yes to recommended treatment? Thus, effective sales skills are crucial to patient treatment acceptance.
However, your sales skills in dentistry will not be effective if they seem contrived, forced, awkward or fake. To be successful, your approach must be genuine and confident, yet calm and reassuring. Selling elegantly is the key to selling successfully. It is the key for positive acceptance by the patient. Equally important, it is the key to you feeling great about the whole process of selling.