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The ART and SCIENCE of selling through RELATIONSHIPS

One of my clients on a recent coaching call was discussing with me his frustration with members of his team in their inability to “get the patients’ to schedule” their recommended and needed dentistry.  The doctor explained that he felt the team made excuses; “blamed” others; and acted unconcerned and unresponsible.  When I asked him if this was his “perception” or is it “reality”?  He quickly quipped: “it’s real because when the patient gets to the front desk there is a lot of confusion and the patients are choosing not to take the next step and schedule their dental care.”  As we dug deeper into why patients were saying “NO” to the treament we identified some basic tenants to encouraging people to make decisions that are “right” for them.  See if they resonate for you…perhaps these ideas will help you with getting your patients to “YES”.

In our coaching we discussed the following as ways to “connect” with the patient so they will have the confidence to accept the needed dentistry.  We can blame others for our shortcomings or we can look inward to growing our skills.  Consider these:

1. The buyer cares only about the benefit to him, personally.  Remember, it’s not about you.  For the patient it’s W.I.I.F.M. (what’s in it for me).  This might be your new mantra to remind you that is all about your patient.
2. Relationship.  The singular key concept.  People don’t buy “features”…they buy the benefits of being in relationship with you and your business.  Your product, your service is YOU.  How are you connecting with your patient?  What are you doing to make that customer/patient/client feel special and unique?  The best salesman with the best relationships wins.
3. Who’s talking…..it better not be you.  If we ask questions–shut up–and then listen…..your patient will tell you what they want and then if you ask more questions and listen, they will tell you what to do.  There you have it, we doctors don’t have to be so smart.  We don’t have to have all the answers. 

These are some of the many sales concepts you can find in a book written by Richard Abraham.  Don’t let the title confuse you.  Click on Mr. Schmooze and scroll down to the same title to learn more about one of my favorite, easy-to-read, and helpful resources.  I hope my clients will.

Dr. Ron is the only Master Certified Dental Coach (MCC) on the planet. He has blended 20 years of clinical dental practice with executive roles in financial planning and investment management along his graduate business training to provide his clients with the tools, support, and accountability to accomplish more. About Dr. Ron, "I count you as one of life’s best finds", says Dr. Gary Imm of Reisterstown, Maryland. He has authored many articles; manuals; ThinBooks ^tm; TeleClasses and if you visit http://www.drarndt.com you can receive one of his FREE reports, "9 Painful Mistakes Dentists Make in the Hiring Process"

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2 Responses to “The ART and SCIENCE of selling through RELATIONSHIPS”

1. Matt Cox Says:
   August 14th, 2007 at 1:43 pm

   My manager recently gave me this book to read. I’m about halfway through it and it’s pretty good so far. A lot of good stuff!

2. Dr. Ron, THE DENTAL COACH Says:
   August 16th, 2007 at 1:28 pm

   Young Matt……sounds like your manager is a wise person. If you grasp the concepts I can assure you of your success. It’s all about Relationships my friend. Thanks for the affirmation….Dr. Ron

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