IMPLANT DENTISTS URGED TO SELL SOLUTIONS, NOT PROCEDURES
October 20, 2011
IMPLANT DENTISTS URGED TO SELL SOLUTIONS, NOT PROCEDURES
LAS VEGAS, Oct. 20, 2011 – Some 42 million people in the U.S. are missing all their teeth, yet only 1 in 10 of these potential patients pursue treatment with dental implants. Certainly the economic troubles and stagnant incomes of today have some impact, but two dental practice marketing experts, who spoke today at the American Academy of Implant Dentistry annual scientific meeting, believe dental practice marketing should emphasize solutions for major dental needs and office staff must be trained on proper sales techniques to learn what patients want and expect.
“Despite nearly 20 percent of the U.S. population going through life without any teeth, just a small fraction of them will purchase dental treatments that cost $10,000 or more,” said James R. McAnally, DDS, a dental practice marketing consultant. “Today we have more predictable solutions for delivering comfort and function, but many dentists are unable to capture new patients because their marketing and advertising doesn’t show consumers how implants can solve their dental problems.”
McAnally explained that most dental practice ads focus on glamour and image instead of offering substantive and persuasive information. In his presentation, he compared a contemporary ad showing a close-up of a young woman with a gorgeous smile with a 120-year-old British print ad which explained in sufficient detail the benefits of wearing dentures. “The ad with the attractive lady is selling image and the one from the 1880s sold a solution,” said McAnally. “As small business people, dentists must sell solutions, not images. Image selling is fine for the big brand companies that have millions to spend on consumer advertising to build loyalty, but it’s inappropriate for dental practices,” said McAnally.
In their advertising, implant dental practices should focus on specific patients looking for solutions, such as those with several missing teeth who want to restore proper dental function and improve their appearance. “Target patients with bigger needs with compelling messages telling them they should do good things for themselves,” said McAnally. He also noted that practices that spend $100,000 a year on marketing should realize $1million in new cases.
When informative, solution-based ads generate good leads, the practice still must close the sale. Quite often, opportunities are wasted when interested consumers call or visit the office, according to Bill Blatchford, DDS, a dental practice marketing adviser who specializes in training support staff to effectively respond to patient inquiries.
“The buying process is simple. People make decisions quickly and dental patients are no different,” said Blatchford. “All too often, support personnel competently describe services but they don’t ask for the order. They should be trained to know and communicate the value of what you do -- implant dentists can change lives.”
Blatchford believes office staff can sell the product and allow the dentists to handle production. “Almost everyone in this room owns an Apple product, and I’m quite sure Steve Jobs, when he was running the business, didn’t sell it to you personally,” he said. Dental office staff should be adept at selling and work from a script that asks the right questions.”
“Educating about procedures is a waste of time. Ask patients what they want, not what they need, and provide the right solutions,” said Blatchford. He whimsically noted that most car dealers do a better job of selling the value of their products than dental practices. “The art of successful selling is finding out what motivates people to buy. Dentists tend to educate patients into submission at the expense of learning what they really want. Major purchases are usually made with a dream in mind.”
Establishing a relationship based on a personal appeal and trust also is essential for successful selling. Blatchford said 90 percent of the process is relationship building achieved by asking the right questions, such as ‘How can we help you?’ “Patients value the relationship, not the details. If they like you, the details about a specific procedure will take care of themselves,” he said.
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