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The Softer Side of Sales

Posted on 5/1/2023 by Janet Hagerman
arrow showing growthIn truth, we are all in sales. We spend our lives “selling” thoughts, concepts, things and ideas. Being good at selling and persuading is a critical skill regardless of your business, dentistry included. We all sell. How good are you at it?

Successful sellers are those that create winning relationships with people, helping them solve some sort of problem, challenge, need or want. This seems far less threatening than “selling”, and indeed is more effective.

Dentist: “I wish my team would sell more dentistry!”

TEAM MEMBER: “I’m a health care provider. I hate sounding like a used car salesman!”

The idea of “selling” can carry negative connotations, but it doesn’t have to. While the bottom line of any business or dental practice is productivity and profitability, there are many ways to get there. Today’s dental teams must give patients enough information to make well informed decisions that result in treatment acceptance. Yet, it can all be overwhelming for both patients and health care professionals. The fact is – we all like to buy. We just hate to be sold! The good news is that selling is a learned skill, so anyone can become better.

Here are 5 easy steps to Sales Secrets that can Boost Anybody’s Business

Set the stage with first impressions

A hairdresser should have great hair. The shoe-maker great shoes. Dental professionals should have great looking teeth. Set the example.

What’s in a name?

A name is a precious gift…filled with the power of you. Call people by name shortly after you’ve met them and see how they come alive. (Macrina Weiderkehr). Not good at remembering names? Experts say to speak to people using their name 3 times will help you remember, while you look them in the eyes. As Dale Carnegie famously said, a person’s name is, to that person, the sweetest and most important sound in any language.

If you want to sell – ASK don’t tell.

Don’t use the same strategy on everyone. Patient education that is an information dump is overwhelming, actually scares people away, and shows a lack of interest in your client’s unique needs. Stop telling and start asking good open ended questions. Listen actively. People will tell you exactly what they want and need if you will ask. By asking and listening you develop a deeper understanding of your client/patient as you develop trust and cultivate your relationship. Trusting clients and patients say YES to treatment and your service.


Don’t take it personally. Some will. Some won’t. Some wait. Plant seeds.

Relationships Rule!

Become a client/patient advocate. Think from their viewpoint. Anticipate unexpected needs. Make them feel special. Be kinder than you need to be. Connect your service with their emotional values. Trust is your treasure – and the key to rewarding relationships. People buy from people they trust.

Life is one big sales job –translated to relationship and service opportunity. Once you truly own the passion you have for what you do, the “sales” process becomes simply a natural course of helping others to make the best choices for themselves. Whether professional or personal- you are always selling something through relationships and service. How good are you at it?

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Janet Hagerman, 3482 Keith Bridge Rd, Suite 282, Cumming, GA 30041 • 678-372-8234 • • 7/21/2024 • Associated Words: dental practice consultant Cumming GA •