Have you ever been to Chick-fil-A? The reason why I'm asking you that question is if you have, you probably have recognized one thing, one thing that stands out more than pretty much anything else there besides having really great chicken sandwiches. Instead of thank you, they say, "My pleasure."
That is something that's kind of unique. Well, really unique to Chick-fil-A and it feels different. So today I just want to talk about how to make the phone calls feel different.
Number one is I would recommend absolutely doing something like that. Instead of saying one thing, say another. You might even want to adapt, "Well, my pleasure. That was my pleasure to tell you that." Just that one thing could feel way more different on the phone.
Other things that we can do on that phone call is obviously they've got to be able to feel how genuine we are and that we really do care about them. Have you ever been on a call with somebody and you just absolutely know that they don't really care at all? Like they're just trying to get off the phone with you as fast as they possibly can. It does not matter how busy you currently are. You must drop everything and have that mind/pleasure mentality and really let your smile and your voice shine through the phone so they can hear it and feel that you care.
Not only that, is these phone calls, they should not be rushed. If we're doing these phone calls right, these people, when they come in, they're going to be like, "Oh man, I just talked to Susan before I came in here and it was so nice. She was so nice and so knowledgeable and I just really felt comfortable coming in here."
Another idea is these people are coming in and they're frightened. That should not happen. They're scared because they're visiting the dentist. On that phone call, it's a really, really good idea to talk about how this dental implant consultation is different than normal dental visits that they might've experienced in the past. Especially if they indicate dental anxiety to you on the phone call.
Instead of having everything else be like a regular dental visit, tell them that, "You know what? When you come in, this is going to be different." And if you watch my previous video, you know that we talked about giving them a gift as soon as they came into the office, right? "So as soon as you come in, you're going to get this gift." And then go through the things that are different.
"During this consultation, it's probably going to be about an hour long. We're not going to set you down in a dental chair. Nothing is going to go in your mouth. There will be absolutely no pain whatsoever. The x-ray machine that we have, it just goes around your head. You just stand there. It doesn't even touch you. So you can put all those worries away. You are going to come in and we're going to get the CT scan. We're going to talk through all of the options and we're going to find something that really feels good to you. You're going to meet the doctor and then we'll come up with a plan together to meet your dental needs."
Or something like that. Those things I feel like will make a big, big difference on the phone call for you. And then as always, make sure to reserve that appointment with a credit card so that you can ensure they show up for the appointment
I want to share with you a couple of things that I've been doing as I've been closing in this office over the last 90 days. One of the things that I really love about Cialdini's... And if you don't know who Cialdini is, he's a professor who wrote about how to influence others. One of the things that he writes about is the law of reciprocity. When you give something, then people feel like they want to give something back to you. Now, we put this into play. As soon as somebody comes into our office, we give them a Crumbl Cookie gift card. Crumbl, if you don't know what that is, they make these cookies that are really, really good. We actually attach that gift card onto the new patient paperwork. Every single person who comes in gets that Crumbl gift card.
Then the other thing that we've done is after we do our consultations, many people have these really nice handouts and packets and all of that kind of stuff that they send home with the individual with prices and all sorts of information. But we want them to remember the good feels. Yeah. That's what we want them to remember. So we actually have swag. They leave with hats and shirts. If they have to go and talk to their husband or wife or whatever, then we send them with double the swag. "What size shirt does your wife wear? Okay, what about this or that?" Then we'll send them home with a second gift card to Crumbl. We'll say, "Hey, go take your wife out, grab a cookie, and talk it over with them," if they have to leave. We like to try to close them that same day, but sometimes it's just not possible.
So that's what they leave with in our office right now, and people love it. Actually, there was a biker guy who came in. He's on his Harley - I didn't see it - but one of the people who work here at this office that I'm closing in, saw this guy riding around on his Harley with the shirt that we gave him. He hasn't closed yet, but he's riding around with our stuff. That's one thing that we've really enjoyed doing, and the patients really love doing.
It really does not cost that much, especially when we're talking about high ticket sales, like dental implants. Think about what kind of swag that you could give away, what gift could you give them as soon as they walk in your office to make them feel more welcome and at ease. Really bring that law of reciprocity into play for your sales process.
Let's talk about budget. That's one of the first things we talk about when you come into the Dental Implant Machine family. And it's obvious, right? We want to know how much we're going to be spending to acquire new patients. To begin with, we always say we start with $2,000, but really, what should your budget be? The short answer to that question is you shouldn't really have a budget, at least a fixed budget. $2,000, generally speaking, will work in just about every market and will give you enough opportunities to make a great ROI. We can go into any market around the country and we can start with a $2,000 ad spend and give you plenty of opportunities. It'll generate enough new patient opportunities.
Now, let's talk about your team. $2,000 in ad spend. Maybe your front office person is doubling as your setter. Maybe your office manager is doubling as your closer and they have a whole bunch of other responsibilities. Depending on which area you are in, $2,000 could completely overwhelm them. Also, if they have way too many other responsibilities, it doesn't matter how many leads and how many opportunities you get, it's going to completely overwhelm those people. But let's talk about what I mean by you really don't have a marketing budget. You start out with 2000, you get new patient opportunities, you start closing deals, and you start making a return on your investment. If you have a growth mindset, which we absolutely do here at the Dental Implant Machine, you're going to think, okay, if I'm spending 2000, what could I get if I spend 10,000?For example, let's say you get 10 times your money when you're spending 2000. That means you're going to make 20,000. We have clients that are doing 40 times their money and even 80 times their money. If you can maintain the same efficiency and you can maintain the product delivery, meaning the people can come in and you can take care of them and you can deliver a fantastic result, then the ad spend should just continue to increase. In fact, that should probably be one your goals because as you are on with our program longer, you're going to have more success. You can hire a full-time setter or a full-time closer. You just quadrupled the amount of consultations you can have, so quadruple your budget. The whole team structure of a setter and a closer, it all flows with also increasing your budget as well.
If you can scale the team and proficiency and efficiency, along with your budget, ultimately you don't have a budget. Make sense? That's the way we think about it here, and hopefully that gets your wheels turning and how you could organize everything to scale your budget and scale your practice upward and onward. Thanks guys. Talk to you next time.
I want to talk about two different people who came into our office while I've been closing deals. One of them, he lives in the richest part of the city. It's called Stone Cliff. It's up a big hill. It's a gated community. I don't know if you have a parade of homes where you are, where you celebrate all the coolest homes or the biggest, the craziest? Yeah. This guy lives up there. He came in, and he said, "I live in Stone Cliff." He golfs all the time. I'm like, "Man, this guy is definitely going to have the cash. This is going to be awesome."
Fast forward 10 minutes, he's storming out of the office. I was shocked. I'm just like, "Holy crap. This guy's the biggest jerk ever." Because literally as we sat down and we had a good get-to-know-you session, building some rapport and then we started getting into it, and he just would not stop with the cost. Because generally I would say 9.99 times out of 10, I can deflect it and talk about it at the end. It makes a lot of sense after I built emotional value.
In this particular instance, he wasn't anywhere close. He just did not care. He's a jerk. He said, "If this is more than $15,000, I'm out of here.” I said, “Well, what kind of research have you done about dental implants and how much they can cost? For sure, we're going to be more expensive. For what you want, we're going to be more expensive than $15,000." Stood up, said, "Thank you very much," and didn't even say a word on the way out. I was shocked. I'm like, "Man, what a jerk."
Now, patient B, a different patient comes in; and boy, was she just the salt of the earth. She was the nicest lady I'd ever seen, and she brought her mom in. It was such a completely different individual. She's like, "I know these are expensive. I don't know if I'm going to need help. My mom came with me, and I live with my mom." We tried to get financing for this woman, and we told her how much it costs and everything like that. She was so nice about it. She didn't get financed for a dime. I mean, not even close for a dime. She left, and I talked to her about co-signers because we do that a lot.
Probably three or four days later she called back and she said, "Dewey, my mom's going to sign for the loan with me," and she wants to come back in. So we had them come back in. We used her mom's credit, and she's going to be paying for the loan. We ended up doing the deal.
Over the last two months, we've had six arches close to folks who could not get financed for a dime prior. I've put some posts in these groups about this before; but when we're talking about qualified leads, it's always qualified, qualified, qualified. I want qualified leads. Well, that first guy, he was qualified. The second lady would be considered not qualified. Which one closed? I think it was $35,000 from the second woman. And the first guy, obviously, we got nothing but somebody who was really mad at us.
It's almost like we need to rethink this qualified lead mentality because, for the most part, anybody who walks through our doors could go find a relative to co-sign on a loan with them, or even come in and pay cash. We've had that, too. Somebody came in and just paid cash for the procedure for somebody else. Or they can build up their credit and then come back after.
So what happens is when an office is too overwhelmed and too busy, you hate it. You don't close the first time, and they get all of their finances disapproved. It just seems like the biggest waste of time because I'm so busy already, and I'm wasting all this time with these people who don't have money. We hear that a lot. If that is the case for you, you need to qualify harder on the set. If you're already completely overwhelmed, qualify harder on the set so you only have people who come in that are qualified on paper. But you are going to lose a lot of money because you're only dealing with the people who are qualified on paper.
My recommendation to you, and it's always been this way, is you get somebody in the office who only closes, and you get as many consults every day for that person who is only a closer, and you set everybody. Then that person will work with everybody as long as they need to, and you will close way more deals because you're letting everybody come in, giving them the time they need, building a relationship with them, and they'll come back and they'll go find a co-signer because they love you. An additional six arches in two months.
Let's rethink this qualified lead thing, and it may just be that you need to adjust your team and give somebody a lot more time so that they can manage everybody, even if they're not qualified on paper. Make sense? Hopefully, that helps.
Let's talk about when to bring up fees or how much this thing costs. A lot of times, a patient will walk into the consult and right off the bat, they're really wondering how much it's going to cost. You might start having a discussion and then they'll say something like, "Well, I want to get something done, but it just depends on how much these things cost." It's really hard sometimes for people to understand what to do in those situations, and when the optimal time is to actually discuss what the fees are of the practice for that procedure.
If they start bringing up costs and stuff like that, essentially what I'll do in the consult is, I'll just tell them that's something that we're going to cover today; we have so many different options, and some of them you can't even use unless you have enough bone, and that kind of a thing. So I'll deflect that and just say, "We will cover that; we need to get a whole bunch of more information from you, including the CT scan."
Let's say, for example, it's a zygomatic case. That's going to make it so they can't have a removable option on the top; you do a fixed option with zygomatic on the top. Maybe there has to be a sinus bump and you don't know. That's an excellent way to deflect talking about the money until you can get everything out of them that you need to emotionally connect with them; understanding, really, what's going on with them and why they're so unhappy in their current situation. You have to do that, and then you have to build a vision with them before you talk about fees.
You have to let them sell you on why they want dental implants, and you do that by asking them the right questions, which we'll go over in a later video; that's what you do to deflect that conversation, because you've got to build the emotional value and the actual value. Also before I talk fees, I also discuss what makes us unique; a very unique selling proposition. A lot of people will talk about fees, and then they'll try to justify them. So we want to do everything, we want to build as much value as we possibly can, talk about our unique selling proposition, and after we do that, we can talk about fees.
When we actually bring up fees, costs, and price, however you say it, there's a couple things we need to do to prepare the patient for hearing how much it's going to cost, especially if you are their first consult. If they come in, you haven't built any emotional value or anything like that, you get a CT scan and you say, "Well, it's going to be $45,000; that's our fees here," and then they leave. They have no connection with you, they don't really care, they're going to go somewhere else. They're going to leave and you're not going to close that deal, ever. But, if you do what I'm going to share with you in this next video, and prepare them better for how much dental implants can cost, then you're going to have a much better success rate of them trusting you with your fees.
Hopefully that makes sense on when to talk about fees, and how to deflect it, and the things you need to do before you talk about it; otherwise, they're just going to flip their lid and walk out, unless you get somebody who's prepared. So yeah, there you have it.
Are you comfortable talking about sales in dentistry? That's what I want to talk about today. As I first started getting into the dental implant world, I thought it was interesting how we talk about how much treatment did you present and how much treatment is accepted, rather than actually closing sales and closing deals and stuff like that.
Now, there's nothing wrong with that terminology, it's just it's not the norm in dentistry to really talk about sales. Now, I have a definition that I'd learned from a guy named Dan Sullivan about sales, and I think it really, really, really fits inside the dental implant world because sales really is what makes the world go round. And the definition goes like this, getting someone to emotionally commit to a better future. That's it. That's what sales are. And when you think about sales in that way, are dental implants a better future for this individual? 100%. Could it change their life? 100%. Could they actually eat again? Could they be healthier again? Could they be confident again?
Now, if we're not excited to sell something that is so transformational for patients, I don't know what would get us excited. Dental implants and this procedure, and being able to do that is like the coolest thing to be able to sell. When it comes to high end dental implant procedures, we have to throw out the concept of, well, I'm just going to show them how much it's going to cost or... Oh, and actually you can't talk about price in dentistry, right?
Instead of price and cost, it's fees. What are the fees associated to this kind of a treatment? Which is totally fine, but in the back of our brains, we have to understand that it is our job. We have an obligation to get these people to emotionally invest in a better future for themselves because that's the end result we know is going to happen.
Let's have a sales mentality, let's have a sales mindset that we are going to help people get that better future. As we keep going down this journey together, we're going to talk more and more about sales. Hope you're excited.
Let's talk about financing options. We say that you need to have at least five financing companies. And yes, you should check all of them, every single consultation. Several people have pushed back and said, "I just don't have time to run the applications." Or you will send them home and tell them, "This is how you go and apply for financing." That is the worst thing you could absolutely do. Once they leave your office, the odds of them actually going and running credit themselves and calling you and saying, "Hey, I got approved. Let's do this." That just goes down the tube.
So what you want to do is you want to have a financing sheet where they authorize you guys looking at credit, and they could sit down in front of the credit application companies with you on the computer. And you literally go one by one and you check each financing company because it's so sporadic. You might get $2,500 from one, but you might get $12,000 from the other. And this happens all the time. A lot of you are still only using Care Credit. That is not the way high production dental implant offices are set up. You have to set yourself up with the means for people to get financed and accept treatment and start treatment and pay for treatment because you have these things set up. All right?
Now, we'll just list the financing companies or you could call us because our financing companies change throughout the time, especially during COVID, whoever's funding the most changes. But the idea here is you just never know who's going to get approved for what. So you have to run all of them and you have to do it before the patient leaves. If you do this, your case acceptance will increase dramatically. Especially if you're doing Care Credit and sending them home, or you're only doing Care Credit, or you're sending them home and asking them to run the financing. You're just asking for no deals. So hopefully, that helps you and we'll see you on the next one.
Founder & CEO
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All right, so let's talk about team, timing and training really, really quickly today. As soon as you come into the dental implant machine family, you understand that there's four central roles. Obviously, there's a marketer, you have to have new patient opportunities; that's inbound phone calls and inbound leads. Then you have the setter, the closer, the treatment coordinator, and the doctor. It's essential that each of these team members, including you, Doctor, whoever's watching this, has enough time to do their role properly. One of the biggest mistakes we see is that there's an already really busy office. So let's say, you're trying to fill your hygiene schedule, your regular dental schedule, and you are trying to grow your implant practice at the same time. So, basically by default, "Hey, let's have the setter be the front office staff, or let's convert the office manager into the treatment coordinator or the closer." If this happens, and this is the way you need to start out, that's okay. But you have to understand, that's not a longterm solution to scale your implant practice.
So, essentially for the setter, let's say you start out that way. So, if a front office person is the setter, you have to take other things off their plate and give them enough time to be able to call through the leads and receive inbound phone calls and take enough time on the call itself to schedule the right people. So, that's number one. Number two, they have to have enough time to actually go through the dental implant machine training. There's scripts and videos and everything that we have in our members portal you have to follow, because the other things that we hear sometimes is, "Hey, these people aren't showing up. I'm making appointments, but they're not showing up." If that's the case, you're not following our systems and our protocols to get them to do that, right? So the biggest thing here is just ensuring that that individual has enough time to do it. We also have a setter center. So if you need to, we can make those phone calls and set those appointments for you, so you don't have to do that. You take that responsibility off your staff.
And it's the same thing with the treatment coordinator and the closer. If you're going to convert an office manager, then you have to give them the training and give them the time and make sure that they know that this time is blocked off for them to train to do sales, because that's what this is. This is a high ticket sale. They can obviously join our closing collective. Coming out in the future we have our dental implant sales mastery course. You have to make sure that they go through those trainings and that you support them doing that. People go through so much school to be able to come certain things, right, in their careers. Well, and then what happens when we want somebody to be really good at closing sales? We just kind of say, "Hey, talk to these people and tell them how much this is going to be." But it's much, much, much more than that to really be successful at this. Those two roles are so essential. Please reach out to our success coaches if you have any comments, questions, or concerns on how you can do that.
Ideally, you have one setter that's hired outside of your corner organization already, or you hire internally and then hire somebody else in, like a front office staff spot. And then the treatment coordinator, the only thing they're doing is selling high end treatment. That's it. Ideally, that's what you do, because if you have these individuals and that's all they're doing, you can scale your ad spend and you can get much more leads and close much more treatment. But if you're just going to stay at, the front desk is going to be the setter and our treatment coordinator is going to be the office manager, whatever your current setup is. You have to know that's just a short term solution, or you won't really be able to scale your admin and scale your production much past what you're already doing right now. So there you go, team, time and training. Short snippet for you. We have more in-depth training in our closing collective on all of these roles. Anyways, hope that helps and we'll talk to you soon.
Founder & CEO
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One of the things that we hear a lot, actually, is "I feel like I'm talking too much in
the consultation." Really, if you talk too much in the consult, you're going to ruin a
lot of sales. The consultation is actually a lot of you asking questions and them
responding. There's several times where you just need to stop talking 100% of the
time, and the first is right after you tell them what the price is. You should tell them
what the price is, and then you should not say a word until they say something. It's
just natural for you to want to say, "Okay, it's $40,000, but it includes this, this, this,
this, and this." That should all happen prior to telling them what the price is. You tell
them what the price is, and then you just wait. It might be kind of awkward, but
that's what you're going to do. They have to say the next words. You have to
understand where they're at in the sales process, in the buying process.
They might say, "Whoa, wow, that's a lot of money," and then you just keep quiet.
Keep quiet, let them keep talking. They might say, "Well, do you have any financing
plans?" Yes, we do, and then you can start talking about financing. You got to
understand where they're at in the buying cycle in their brains before you keep
talking because you could talk yourself right out of a sale. There's been several
times where I've just said, "This is the price," and I haven't said a word. They go,
"Oh, whew." There's some time that they need to process it. Literally, without me
saying a word, they just say, "All right, let's do it. What's the next step?" That's
happened several times, so do not talk yourself out of a sale after you tell them
what the price is.
The other thing is, is at the beginning of the consult when you're getting to know
them, and you're building the vision, and discovering what's going on with them,
make sure you don't talk too much. Ask the questions, let them answer. Don't be
quick to jump in and finish sentences for them. Ask the question and make sure
they have ample time to just talk.
There you go. For sure, never talk after you drop the price. At the beginning, make
sure you aren't talking too much and that they're the ones who are convincing you
why they need dental implants.
Founder & CEO
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