By now you should know exactly where you want to be at the end of 2021. You should already have a goal in place. If you don't, get it in place as quickly as possible. What kind of implant production do you want to be doing by the end of 2021? Now, once you get clear on what that actually looks like, it's time to track. I'm going to apply this to the most popular new year's resolution imaginable, which is weight loss. How do you know somebody's serious about losing weight? If somebody can tell you, "This is exactly the calories that I ingested and this is exactly the amount of calories I've burned," are they serious or not? Of course they're serious, which is why they're going to lose weight. As long as they know their metrics and they're willing to make adjustments in their life, they're going to lose weight.
It's that simple. The difference is the people who aren't serious about it or who aren't serious long-term will stop tracking those metrics. They'll just stop. That's the first thing that'll go. And then they'll stop going to the gym and dah, dah, dah, dah and it's the same thing as every year. They don't really lose weight. If you are serious about growing your implant production, you will track all of the metrics you need to in order to make it happen. Literally it could take 60 seconds for you to put in the metrics that we need, and that you need to see in order to really be successful over the long-term. 60 seconds a day. That's it. If you aren't doing that and you're not willing to do it, or you don't want to do it, I don't know if you're super serious about growing your implant production. Inside the [inaudible 00:01:41] course, we have the exact template you need to do.
You just punch in the numbers and then it will automatically calculate your entire funnel statistics for you. So we would know exactly what's wrong to troubleshoot it. The cost per lead, the amount of leads, the amount of sets, is it the closing in the office and something in between, or even the follow-up afterwards. If we have those metrics, we can diagnose it. If you call us and you say, "All your leads are crap. Your program doesn't work." The first thing we're going to say is, "Let's go over your metrics." So that we can actually see what's going on and diagnose it. For example, how many of the leads are we scheduling? How many leads did we get? What's the cost per lead? And then can improve the part that needs to be improved. But if you weren't tracking it and then you call us and you're like, "Hey, this just isn't working."
It's the same as that person who's just not serious about losing weight. We want metrics available and we have to have a pep talk and we have to talk about it. We have to coach, and we have to say time to start tracking your metrics so we really, really, really know what's going on. If you're serious about growing your implant production, you will do that. And then you can communicate with us because over the long-term, over a several month period, we will be able to coach you to success. Period. I truly 100% believe that in my soul, because we have done this too many times for you to not be successful. Let's make your vision a reality in 2021. Let's get the metrics. Let's talk to your success coach, get the templates. Let's track this for you. So finally, 2021 is the time your implant production explodes. That sounds great? If by chance you are already tracking it in a different methodology, that's fine. We just need to communicate with each other so that we're on the same page with your metrics. 2021 is your year. Let's go get it.
All right. I hope that your team and the training of your team is somehow baked into your 2021 processes. In order for you to get from point A to point B and make your vision a reality, of course we've already talked about tracking your metrics, but it's also imperative that you create the environment and the time necessary to get your team sufficiently trained.
Inside the Arches for Days course, we have an extensive portion of that training that talks about team time in training. We've even created the Arches for Days course that shows you from the front end all the way to the back end, on setting, setting up your consult room, getting the right people in the office, what you should do to build rapport, all of the phases of the consultation, it's all in there. What you have to do now is make the time necessary for your team to go through the training and complete it.
If you do that, then your team will be well equipped as long as you follow what's in this course. I have seen what's in this course take practices from zero to about 675,000 in monthly sales over the course of three months. Zero to 675,000. The third month, the practice did 675,000 doing exactly what I am teaching you in this Arches for Days course.
I myself went in a small town, digital budget, 7,000 total, and sold a million dollars in four months. Over a million dollars in four months, turned it into a $3 million practice in just a super small town and that was just four months. It's now churning, at that or more, every single month. The processes in the Arches for Days course are going to work. You just need to follow them and allow your team the time to train as well. Then apply each step step-by-step and you will have success. Okay? Let's make that time available to be able to make that happen.
Today, let's talk a little bit about the objection, I need to think about it. Those words, combined, are some of the most ugly words in the English language, especially when you've worked so hard and you know that dental implant treatment is for sure the right thing for that patient. It can be really hard because once they walk out the door, you'd never know what they're going to do. Obviously, it's their choice and we are not in the business of high-pressure sales, but I want to go over this objection with you.
The first thing that I want to talk to you about is that if this is happening a lot, I don't know exactly what the number is, but if it's happening pretty frequently, it's very likely that something is off in your sales presentation. It's not the set, it's not the quality of the people coming in. They're not all price shoppers. That's impossible. If we're getting this, I need to think about it all of the time, then there's something wrong in the sales process when they come into the office, okay? If it happens, occasionally that's completely normal and there are several ways that we can address that objection.
Essentially, it doesn't matter which method you use to address that objection. The main thing is, is you got to understand what's going on in their brains before they leave. If they say, "Hey, I need to think about this", and you just say, "Okay, sounds good. Call me back when you're ready or whatever." That's what we want to try to avoid. What we want to try to do is ask them questions so that we can understand what exactly it is that's going through their brain.
What I did is I actually asked some people in our Closing Collective. We have these hats, they have these golden CC on it. A Closing Collective is basically where we have faculty who are just really killing it, doing a phenomenal job with their practices, closing lots of deals. They're the faculty, with myself, and we have lots of good discussion in there. We release things first in the Closing Collective and we do virtual masterminds. We do interviews with these folks, and it's a place where all of those people can collaborate. Anybody can join the Closing Collective. If you're interested, just go ahead and reach out to us, but I asked some of the faculty what their responses are to that objection. I just wanted to read a few of these so that you can understand what you can do in a situation like this, with I can think about it.
Okay, number one. One person said they say, "Well, I'm kind of confused. I know you really want this. What's holding you back?" Most likely it's going to be money, or they need to talk to somebody or something like this, but you need to understand what it is. Here's another one. When they say, "I need to go and think about this," you can say something like this. "Okay, out of curiosity, what factors do you still need to consider?" That's one that one of the members of the Closing Collective put in as well. "Out of curiosity, what factors do you still need to consider?" One more, if you just feel like, you know what? This person's a red personality. If I push any further, even if I ask another question, it's going to completely turn them off. You can feel that in the consult. If that's the case, literally you can just set a very specific time. "Okay, great. Let's follow up on Monday and see where you're at." Or, "I'll follow up with you on Monday. How does that sound?"
Ask clarifying questions, so you can understand exactly what it is that they need to think about. That is really your goal. Then you can address each one of those things individually. Let's say, for example, they need to go and talk to their spouse. This video isn't meant to be a full-on objections training, but let's say they need to go and talk to their spouse. There's a couple things that you can do. You can schedule a virtual appointment to meet with them and their spouse. You can ask them, "If you go home and talk to your spouse about this, what do you think they're going to say?" I used that one a lot. Then most of the time, "Well, yeah, they were pretty supportive." "Okay, they were pretty supportive. Did they want you to do this?" "Yeah, they want me to do this." "Okay. Do you think there's anything they would say that would make you not go through with this?"
Then it probably comes down to, "Well, I need to really talk to them about how much this is going to cost and that kind of a thing." "Okay. Well, if you go home, you think about this for a minute, you guys talk it over, they're okay with the cost. How do you feel about it? Would you be ready to move forward?" "Yes, I would be ready to move forward." That's what you want. Then you can say, "All right, well, I'm going to go ahead and give you a call on Monday. Does that sound good?"
You've at least addressed all of those things. You know it's just the cost. That's all they need to talk about with their spouse, and you've set a date that you're going to follow up. That's one way you can deal with the I need to think about it objection and I need to talk about it with my spouse objection. I will just end with this in this video, if by chance you are having a lot of people come in without their spouse, it's time to talk about spouse and other decision makers in the set so that they start coming into the consultations with the individual who's going to get the treatment. Okay? Does that help? I need to think about it. They're dreaded words, but all it is, a time for us to go back, reflect how we can make the sales process better and really get clear on what's holding them back.
The Dental Implant Machine is a funnel marketing company, and a funnel is basically the inputs then equal an output. New patient leads equal patients, right? That's the whole sales funnel that we're talking about, not just an online lead generation funnel.
Essentially, this whole sales funnel has several different steps. For example, how much does it cost to get us a lead? We need a lead. Then of those leads, how many are we actually scheduling? Of the leads that we're scheduling, how many of them are actually showing up? Of the ones who are showing up, how many of them are actually being closed and starting treatment? It's really simple, four main metrics. There are a lot more that we could possibly track, but that's the most basic four.
Any time that you run a marketing campaign, maybe it's going really well right off the bat, maybe it's not. No matter what happens, we need to know those metrics of the funnel together. You need to know them as an office. You have to realize dental implant sales is a high ticket sale, meaning it's a lot of money. One sale can make all the difference. One sale, you can break even. One sale, you can actually make 10 grand depending on what kind of sale it actually is. We could make $15,000 or even $30,000, depending on your fees and your margins.
Do you feel like it's worth tweaking some of the steps in the funnel, diagnosing the issue? It is really simple. We need to know those statistics, and then we need to pick the metric that needs to be improved. For example, it could be the cost per lead. It could be, hey, you know what? We're only scheduling 15%, 20% of the leads. We need that to be 30%. If that's 30% and we maintain our close rate, then we'll get two, three more sales a month using the same ad spend.
If by chance you are breaking even or not making the money that you want to right now, it's as simple as pinpointing the metric to improve. For example, did you know it takes about ... I think it's like $1.60 something in McDonald's advertising to get somebody to show up at the drive-thru. Somebody shows up at the drive-through, and all they do is order a dollar sandwich, well, they just lost money. But they don't stop spending the advertising. They say, "You know what? Okay, what else can I do? Okay, I've got the dollar sandwich, I've got French fries, I've got drinks, I've got parfaits. If they order all of that, well, I can make $3, or whatever, on my whole order, or $5 on that customer. So I spent $1.60, I made five bucks," and now you just get as many of those as possible.
The beautiful thing about what we're doing is that it's not razor-thin margins like McDonald's. We can make simple tweaks in our marketing, simple tweaks in what we're saying to get people to show up. Simple tweaks in our consultations, and it's a $10,000 swing. It's a $15,000, it's a $20,000, it's a $30,000, $40,000, $50,000 swing. Do not get discouraged, pinpoint the metric, work with your success coach, and let's get it figured out for you.
The doctor time in the consultation should be roughly 10 minutes. Some of you doctors may be thinking, "I could never do that." And in fact, there's several of you who are actually doing the entire hour long consultation by yourself. There's pros and cons to both. But I want to explain to you why our methodology says that you should only be in there for 10 minutes, 15 minutes max, depending on the medical questions that they ask you.
Number one, the doctor needs to be producing, meaning you need to be doing as much work as you possibly can be doing because that's how your office makes money. So if you're in hour long consultations that don't go well, that whole entire hour is wasted. In fact, if you get anybody in front of you who's not qualified, it's an hour that's completely wasted. So then your frustration starts building that, "Oh, man, I spent an hour with this person and they couldn't get qualified, or they couldn't get all the money that we need."
And then guess what? The problem starts to compound because you now can't follow-up with that individual either. You're the one who knows everything going on with that patient, but you don't have time. You don't have time to follow-up with that person or make a note and follow-up with that person in three months. So the problems of closing these patients start compounding on themselves if you are the one who's mainly doing the closing.
Now, some of you may be thinking, "Well, I don't have anybody that I can trust in my office to sell these things." Well, that's got to be a major goal of yours then. Because ideally, you have somebody who you trust, who can close deals, who can build rapport, you come in and establish the authority, meet the patient, get them excited to be doing the treatment to solve the problem that they came in to be solved and then your team finishes closing the deal.
Now, imagine somebody comes in and ends up not getting finance. Well, that's still frustrating, but it's less frustrating because this treatment coordinator can now follow-up with them in three, four, five, six months, however long it needs to be. They can talk with this patient about a co-signer and then follow-up with that person next week about if they ended up talking with their uncle, or their mom, or their dad, or their brother, or sister, or whatever to co-sign to get that financing through. If you are spending a lot of time on the consults, then your sales are going to suffer long-term. And it's time to move very quickly towards what we profess is the best way, the best method. And that's having a closer in your office making the deals happen.
See, one of my biggest responsibilities I feel like as founder and CEO of the Dental Implant Machine is to be the chief cheerleader, the chief belief officer. What I mean by the chief belief officer is instilling belief in everybody that there are so many people out there, so many people who need arches. And if we get these systems and processes right, we will see and complete arches for days, which is simply a statement that means there are a lot of people who need this. There are a lot of people right in your back door that need this procedure done. All we got to do is believe.
If we believe enough that whatever roadblock is in our way is the actual key to having success in our area, whether it's getting the right patient opportunities into the office, whether it's actually closing them when they get in the office, whether it's as a doctor you're just not quite comfortable selling fixed arches yet or with sinus lifts, whatever that roadblock might be, do you believe that there are arches for days out there, people who really, really need this help and are you willing to go the extra mile and to dig deeper and to do what it takes to make it happen?
The office that I close for, for just over three months, is in small town in the very Southern part of Utah. At some point you just think, "My goodness, the advertising has been going for so long. Is there really more people that we can help?" Or "My goodness, if this person walks out, we're not going to have another case ever and there's no time for us to just learn because we need to make sure everything is perfect right now." Well, that's simply not the case. There are so many people who need this procedure done. So every single phone call, every single person who does or does not show up, every single person who shows up but we don't close or that we do close, we have to consider that as a learning experience.
I've been reading a book about Elon Musk for the last little while and did you know that Tesla almost went bankrupt three or four times? I was like, "Wow, that's crazy." He was on the verge of selling Tesla to Google, their cash reserves are just stacks upon stacks upon stacks of cash. He was literally on the verge of selling Tesla to Google when they made their first sales breakthrough and this was several years after they had actually started and had promised the delivery of a full electric car sedan that was pretty sporty and awesome as well. No matter where you are at, do you believe that you will make this happen? Elon Musk literally put in almost all of his money into Tesla. I have learned so much just about his perspectives. I don't agree with everything he says, but about his perspective and the belief that he has and what he's going to deliver, that literally nothing got in his way. Do you believe that there are arches for days out there because if you do, you will make it happen.
So today let's talk about social proof. Social proof is something that we've been learning about a lot, when it comes to reviews especially. Google reviews has been something that people have tried to focus on for a really long time. 100% you should have some kind of Google review process in your office, that would also include Facebook reviews and Yelp reviews. Because if there's a bad review on one of those things, that might cause an issue. But I wanted to just kind of share with you something kind of new and fun to try out if you'd like, and that is putting up before and afters all around your office. We decided to take this to show you something that, well, it makes it a little bit larger than life. Check this out. See this? See how large that is? It's huge.
So we got several of these, just to test putting up in an office and like covering the whole wall in before and afters. And we want to see what's going to happen when patients walk in and see a wall with giant before and afters. How cool is that? Now you may not want to do something this extreme. You might want to do small ones that look a little bit more professional or whatever, but this is going to look really, really cool. And it's definitely going to be something that will take their breath away when they come into the office. Make the experience different when they walk in your office. This is something that is definitely going to catch their attention when they come in. Whatever you can do to improve your social proof, you got to do it and we'll talk to you next time.
Let's talk about whether or not you should charge for your dental implant consultations and CT scans. As you're part of the Dental Implant Machine family, very obvious that we do not recommend that you charge for that CT scan and consultation. It should be complimentary. The fees that we charge and also the monthly payments, they liken it to a vehicle. That's what they use. So I'm going to use that. Could you imagine, in order to go look for a car and talk to somebody about certain vehicles and what's under the hood and all that kind of stuff, if you had to pay 200 bucks or 350 bucks or 650 bucks just to go and talk to them? Or imagine you had something that was kind of wrong with you and you have to go into the hospital and pay $650 cash or $350 in order to talk to the doctor.
Obviously there's co-insurance and stuff like that, that you use for those visits. But the doctors who come in and say, "I'm charging for $350 because I at least know these people are very, very serious," well, that's true, but you are going to be screening out so many people. They do not want to have to pay to come in and talk to somebody. So you're going to be screening so many people when there's a better way to do it than to charge them for that. And that is by securing that appointment with a credit card and screening them on the phone, using the Dental Implant Machine setter, closer, teamwork. And so that you're getting the right people in here, the doctor is not the one who is spending all the time with them in the consultation. There is a trained treatment coordinator or whatever you want to call that position or closer and they are doing the work. They're building relationships.
If people are going to buy this kind of thing, they're going to spend this kind of money, they want relationships, not somebody who is going to put barriers in front of them in order to talk to them. Come in, let's get relationships, but there's obviously certain people that you should screen because it's not the right thing for them to come in at that time. Maybe it's working on their credit is the right thing. Well, the center should tell them that. Everybody else comes in, build a relationship, make them feel as special as you possibly can. And you will absolutely close more deals hands down than if you charge an arm and a leg for that consultation. Free consultation, make them feel super special and get the right people in, that is the right formula.
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.