Two things about ClearChoice. Number one, here's why I think that they're priced so high, and number two, here's why I also think that you should price your fees lower than them unless your unique value proposition is so clearly defined that it just blows them out of the water. All of us know, at least if you don't know by now, ClearChoice sold for $1.1 billion not too long ago to Aspen Dental. So obviously they have a lot of investors and private equity that they need to make happy. That really doesn't change from before. That's kind of always been there for ClearChoice.
But the other thing is, obviously, is, you guys understand as well, it's a lot to really make these things fit really good at the end. They have to come back for appointment after appointment after appointment. And that's the same thing for the majority of us and the workflows that we have in the office. They also have an oral surgeon and a prosthodontist, and they really go deep on those two things. We have the specialist to do the surgery and we have the specialist to do the restorative part as well. That's going to make it fit. Perfect. So obviously they're going to create the value around those two things as far as why they charge the fees that they charge.
Now, here's my thing to you. I don't know if any of you have private equity that you're responsible for. I think that positioning your fees lower than ClearChoice is fantastic, but also adding value on top of what they do. If you can position right here, you can always anchor high on the fees of ClearChoice, which hopefully you saw my video about anchoring high on the fees of ClearChoice, stacking the value and then coming in at a lower fee, you'll win a lot more cases, especially if they've gone to ClearChoice or heard of ClearChoice, you'll win a lot more cases that way.
If by chance you're very competitively priced at the exact same thing really as ClearChoice, you really, really need to clearly define your unique value proposition and why it's worth coming to you and not ClearChoice. If you simply say, "I do it all in one place," so do they. If you simply say, "Well, I'm really good at it," so are they. They have an oral surgeon and a prosthodontist working in the spot. So you really need to come through with that unique value proposition if you're going to be there.
The other thing is ClearChoice has done a lot of market education for us. That's a fantastic thing about them. So because they've done so much advertising and education about dental implants, a lot of people know how much it cost ClearChoice already, which is again why if you can come in and you can stack additional value and then still come in at a little bit less, you'll win their cases. Some of you might think, "Well, now I can do just as good a job. My fees are going to be just as high." That's your choice. You just really need to be able to come through explaining your unique value proposition.
Let's talk about the price anchor in the consultation, all right? An anchor, obviously you throw it off and boom, it's going to hold you in a spot. There's the same thing when it comes to what price people have in their brains. They come in, generally speaking, with a price anchor. They've heard about how much it's going to cost, they think it's going to cost really too much, or they're thinking, "If it's anything over this price then there's no way I can do it." That's what I'm talking about when it comes to a price anchor. And in the Arches For Days course, we show you that the right time to talk about the fees is right after you've talked about what's really special about your office.
What I like to do at this particular stage of the consultation to find out what their anchor is, I ask them, "So what kind of fees, what kind of prices are out there you seen, by the way?" Or some variation of that. And, "Oh, well I just know that it's really expensive." "Okay. Have you done any research? Have you seen any specific prices out there?" I ask them two or three times until I can really see where they're at. And sometimes on the second or third time I ask, they'll be like, "Well, I saw that it's $50,000 for a full mouth." Boom, you've got their anchor. I don't know where you're positioned around that number, but regardless of where the anchor is, you have to be able to adapt really quickly. If you're priced less than what their anchor is, fantastic. If you're priced more than what their anchor is, fantastic, but at least you know where they're at mentally.
So if you are priced less, you essentially can now say, "Okay, gotcha. Yeah. Where'd you see that at?" "Yeah. Well, I saw it over such a place." "Okay, yeah." "So what we do here, we do all of this stuff," duh, duh, duh, duh, duh, duh, duh, "but we're less than that 50,000." Now if they say, "Oh yeah, I saw it's like 15,000," then you can ask some more clarifying questions. "Okay. Did you know that was a snap in, was it fixed?" something like that. "Do they do this? Do they do that?" So you can kind of start throwing dirt on it as far as the anchor that they have. And then you can remind them of your unique value proposition and everything that you offer as an office and say, "And really, it's only $5,000 more at X amount." Does that make sense? So getting that anchor is really, really important because you have to break it down and then build back up where your fees actually are. But does that make sense?
The other thing that's really important in this particular instance, if you feel like they really don't have any clue of what the fees actually are, I always anchor them on ClearChoice's fees. Generally speaking, ClearChoice is more expensive than 99.9% of you, and that plays into your advantage. So if they don't know where it's at, then after you get done explaining your unique value proposition, building the value up, and you know that they don't really have a price anchor, you say, "Well, have you heard about ClearChoice? They're the ones who run all the commercials about the teeth-in-a-day stuff. They're always on TV. You can't get anything there for less than 55,000 for a full mouth." "What?"
So if they aren't blown away at the fee, they're blown away at ClearChoice's fees. Make sense? It's got to make you happy, right? So then you can say, "But here's the thing is Clear Choice doesn't do," duh, duh, duh, duh, which you just listed in your unique value proposition and everything you include, "We're even X amount of dollars less than them at," boom, and then you give them your fee. If they're still blown away, maybe that's your full, fixed double arch fee, maybe you come down to the snap in. And by the time you get to the snap in, they're not blown away anymore. They're actually relieved that it's more affordable well to them and you are in their corner because they heard that really high number. That's where you set their anchor.
I hope this makes sense. Setting anchors is fantastic to do in these dental implant consultations. I have more about this in the Arches For Days course. So go in there, figure out more about the anchors, the objections, and looping, and go out and close more deals.
All right. Really cool story for you guys about really never giving up on these patients. Pretty much all of you know, there was a time when I was selling almost full-time at a dental implant center so I could experience for myself and really build the arches for days course and understand everything that goes on inside the office. That was a long time ago. I was working, I mean, really, I was only selling for three days a week and still running the dental implant machine, obviously. So, insanely busy, spending about $7,000 in ads. Some of that was radio, which we didn't really get anything from, but I wanted to try it out. And sold over a million dollars in four months directly collecting it. But there've been a lot of people who have still trickled in.
And one guy, I just barely got word today that I presented to him a long time ago. He was really, really interested and pretty much said, "Yeah, I'm going to do this. I'm in the middle of selling my home." I followed up with him for several weeks in a row. Finally, he said, "Dewey, I promise when I sell my home, I'm going to come and get this done." And so, I said, "Okay, that's fantastic to hear. I can hear it in your voice. This is something I really, really want for you and I know you want it to, so I just didn't want this to be something that you give up on." I don't even know how many months ago it actually is, but it is so rewarding to see some of the footage they got of him and how amazing his smile looks now. And seeing his before and after picture really, really is rewarding.
And I just wanted , never ever give up on these people because you're changing their life. If you connect with them well enough in your consultation and you commit them, they will come back to you. And the return on investment, I mean, we're still getting a return on investment from the time I was in there. I don't even know what it is right now, but the return on investment of you giving your all in these consultations is priceless. Quick reminder for you there, guys. Never give up, they will come back.
Our system tells you who to focus on. Let me give you a scenario here. Let's say an office gets 20 leads. Of course, you know that the way we generate leads, we actually get an estimated credit score, a co-signer if they've been saving up, all of those things, right? So you get those forms and you go through them and you think to yourself, half these leads don't even have any money. So you call up your success coach and you say, "Hey, half these leads don't even have any money. How am I supposed to close these?" This happens a lot. I'm sorry if you needed to hear this as a client.
Guys, this is why I've been talking about mindset and confidence and really being able to just take whatever you have and make the best of it. If the glass is half full, not the glass is half empty, our system shows you who to focus on. The same person could look at that list of leads and say, dang, this is awesome. I know these 10 people pretty well financially ready to go and I'm going to focus all my efforts on them and I'm going to get them in and I'm going to close them and I'm going to change their life.
You have to know that it's impossible in advertising, whether you're running TV, radio, newspaper, digital, Facebook, Google, whatever advertising you're running, it's impossible to show the advertisement only to the people who are missing teeth and have money. So what we do is the very next best thing, we show you who to actually focus on.
This is what I've been talking about, and I'm just saying it more directly right now, the glass is half full. Find the folks that you want to focus on, get them into your office, wow them, close them, and change their lives with the skills that you guys have as dental implant practitioners.
Remember we show you who to focus on, the glass is half full, now go and get it.
What I want to talk to you about today actually is when and how to talk about fees on the phone.
So let's talk about the first situation here, when we for sure want to bring it up. When we hear keywords like Medicare, Medicaid, fixed income, social security, can only afford $50 a month or something like that, we really want to make sure that the fees are clear on those phone calls. And the reason why is because it's just as frustrating or more frustrating to them to come in and just be told that they have no shot of actually being able to move forward, and quite sad for a lot of them. Okay.
So the idea here is if you hear those keywords, the best thing really that we could do for them, and the next step for those individuals, is to actually tell them what the fees are. And again, my recommendation is to talk about statewide averages, because if you tell them exactly what your fees are at the practice, then their curiosity is like, it's done. You've already scratched the itch.
So what you're going to want to do is give them a range of statewide averages. "Well, these procedures can cost anywhere from $15,000 for a single snap-in or something like that across the state, all the way up to $60,000 for a full mouth. And it just depends what you need. And those are the statewide averages. We're very, very competitive. And you need to come in and see the difference."
Well, I guess, in this case, we may not invite them to come in, but we may just give them the range and just relax and see what they say. "Oh, that's way too much." And so, then you need to discuss with them, "Well, we've got some payment plan options. Do you know where your credit is?" Then you get some more clarifying information on the call, and then you can invite whoever you want in once you get that information. Does that make sense?
The next situation is before you make the phone calls inside the command center, you can see their situation. Okay. You can see the credit, what's going on with them, all of those kinds of things. So if you see in the form that they've already been to a consultation, build rapport with them as fast as you can and schedule the appointment. Second opinions are the best. Right? We all know that.
Next is 750 plus credit scores or people who say that, "I've been saving up for this kind of a procedure." Right? So those folks, it may not necessarily come up 100% of the time. They may not ask you about it again and again. With those folks, you got, you decide. Like, do you want to make sure they understand the statewide averages? Do you want to tell them what your fees are exactly? And that's the second scenario there.
My recommendation on this one is actually do what you feel is best for you and your practice. If you're getting a lot of those folks in, and they're still being blown away or whatever it is that's making you uncomfortable, then make sure to talk about those things on the phone before they come in. If you're getting them in, you're building a rapport and you're closing them, just get them in.
There you go. Hopefully, that gives a little more clarification on when and how to speak about fees on the phone.
I don't know if you're a fan of Tom Brady, but I gotta tell you a couple stories about this guy. Okay? One time he was invited to a celebrity golf tournament. The day before the tournament started, actually, it was raining super hard. Charles Barkley was there. If you don't know who Charles Barkley is, he was a basketball player, pretty funny NBA analyst right now. So it was raining like crazy and Charles Barkley pulls up, and Tom Brady is out, only the way Charles Barkley could actually do it, says, "What in the beep are you doing out here right now?" And Tom Brady came back and said, "I'm trying to win a Super Bowl." Okay. That's what he said. Tom Brady went out and practiced and practiced, and practiced, and practiced.
But we recently had a closing collective webinar with some of our top producers, and it was so interesting when the topic of practice came up. Every single one of those top producers set aside a time every week to practice and role play. This is what top performers do. They practice, and they role play, and they understand that you must train and train and practice. Isn't it so interesting that that's exactly what the top performers do in the dental implant space too? If you are not setting aside time to train and practice, it's very likely that you will not become a top performer. Set aside that time. Let's get going and let's go and win our championships. Let's go and get our sales. Let's go and change our lives with the miracle of dental implants.
This is about Tom Brady and how he is such a peak performer and has been a peak performer for so long. He kept texting people on his team, and you know what he ended the text with? "We will win." I have learned so much. I've been studying Tom Brady a lot because it's just crazy what he's accomplishing, and he's not done yet. What a peak performer, right?
But here's the thing. "We will win." What is your mindset? Do you have that belief that you will win, that you will make it happen? Are you leading your team in that kind of way? Or are you adding to the frustrations and the complaining and enabling it?
The complaints that we hear are, "None of your leads are qualified. None of them have the money. None of them are starting." But that was never about what he said, and he lifted people from the top, and he just said, "You know what? We will do this." So change the mentality. Change the words that you're talking, that are coming through your brain, and change it to, "We will find the ones who have the money." Because that's the way our system works.
And we don't guarantee only people who have money are going to come through. That's impossible. So you got to find the ones that have the cash, you got to bring them into your office, and then you got to get them to start. You got to close them. There's got to be a unique value proposition. You've got to treat them good. Everything that we've been telling you.
The mindset, the words, they have to change in our brains in order to make the numbers and the production and your goals and your dreams increase, as well. And I've given this challenge before. I'm going to give it again. Change the words in your brain. Change the words that you're telling yourself. Change the words that you are telling your team. "You will win. We will win."
I promise you, I have seen this work over and over and over again. I personally went into an office, took it from zero, pretty much startup, zero dollars in production, to over $250,000 in monthly production in four months or so, and it's continued to be that way. Its best month is like 368,000 in collections, well over a $3 million practice, from zero. I did that in four months. You can do it, guys. And I'm not saying that to brag, to be braggadocious. I'm telling you because I knew it was going to happen. As soon as I stepped in there, I knew it was going to happen. I said, "I want the consults. I want to close. I want to make this happen. I want to show it's possible." And now, you gotta take that and make it happen for you in your office, all right? Let's make it happen.
Have you ever heard the term technobabble? Maybe you have, maybe you haven't. Some have identified technobabble as the number one sales killer. I've addressed this in the past and I want to address it again because I know it is happening.
Technobabble is the use of words that people may not understand unless you explain more about it. And this is the use of big words or industry jargon that a lot of people just aren't used to, right? And if you use them without explaining what they are, it can absolutely kill yourselves. And that includes the use of acronyms, right?
So let me go over a couple of these words that we think are completely normal, but a patient, it might just confuse the patient if we talk too fast or over their head. Now, I know that there are several people who walk in who actually don't know what a bridge is. We just use it all the time. We're like, "Oh yeah, the full bridge," or, "This bridge," and they just don't know what it is.
Did you know that there's like virtually no Google searches for full arch dental implants? Nobody uses that outside of the implant industry. It's always full mouth dental implants. That's what everybody searches. Those are the terms that they know, right?
So bridge, arch, an abutment, even a crown, they may not really understand what it actually is. Then you get into more complex terms like osseointegration, on the maxilla or the mandible. And really, we should just be using layman terms for everybody to understand, or if we do use, for example, "Yeah, your upper arch," maybe you're showing a model. "This is a model of your lower arch." Don't say arch, just say, "This is a model of your lower teeth, of a full set of lower teeth, a full mouth of the top or the bottom jaw." You are using those types of terms instead of the industry jargon. Because if you don't, they're just going to start thinking about what that thing is or, "Hey, I didn't understand that part," and it just will compound on itself.
Once you start getting into finances, if you don't use really simple terms like, "This is what your monthly payment would be," if you go into these crazy financing terms, which I don't think we do, or you start talking about, "Yeah, you could go to GreenSky or Proceed, LendingClub," and you start using all of these things that they don't really understand, you will create something in their brains that will make it so that they just aren't clear. And really, the only thing that matters is understanding and clarity between you and the patient who's sitting in front of you.
This is a very, very, very simple reminder to not use technobabble. And if you do, then you must explain what that actually is. And it's just a little tweak, but I promise it'll help you close more deals.
I'm going to offer a challenge to you today, and I really, really, really hope you accept it. And it has something to do with the expert positioning cycle. It's been a long time, actually, since I've talked about the expert positioning cycle, but I could bet 100 out of 100 doctors want to be known as the expert in their area or want to be known as an expert, right? You need that positioning so that people want to chase you, instead of you chasing them. You want to start getting phone calls that they say, "Hey, I would like to do my treatment with you guys. Can I come in for a consultation?" That's really what you want to happen. However, if you don't understand the expert positioning cycle and you don't execute around the expert positioning cycle, you're probably not ever going to get there.
In fact, you could do thousands and thousands of implants, and if you don't actually understand and execute on the expert positioning cycle, nobody's going to even know you did them. All right? So if you picture a cycle with several different steps, so up at the very top is expert positioning, right down here is you actually have to create a result. You're not an expert unless you can actually create a result of something, in your case, beautiful smiles with dental implants. So, what's the next step? In order to increase your expert positioning, you must capture the result. If you don't capture the result, then you can't do the next step, which is amplify the result. And if you can't amplify the result and you don't amplify the result, then your expert positioning does not get any better. Does that make sense?
Expert positioning, produce a result, capture the result, amplify the result and your expert positioning gets better and better. So, what is my challenge to you? My challenge to you is at a very minimum, hire a part-time videographer that you can schedule to come into your office every single two week post-op or every single before surgery day or two week post-op appointment, or even if it's when you deliver your final. That is my challenge to you so that they can come in and capture the result. Because you are an expert, you have some expert positioning cycle, and you are producing a result. Where you really have breakdowns is capturing the result to be able to amplify it. So, that is my challenge to you.
I've issued similar challenges, but it's been, "Hey, go out and capture the result." But this time, you actually have to execute on the ability to capture. I'm in a studio, obviously we have lighting and stuff like that. If you buy the equipment, that's fine too. But some of you, I know, have been sitting on this thought since the last time I brought this up thinking, "Man, I really ought to make a studio." My challenge is to hire somebody and capture every single patient result that comes through the door, because if you don't, your results will never become amplified. And as you do more implant cases, nobody will know, and I know that's not what you want. Accept my challenge, capture the result so your expert positioning cycle can increase exponentially. Thanks. See you soon.
Let's talk about getting 100% financial clarity inside the consult way before the patient ever thinks about leaving. I think that this is a pretty big deal with a lot of our clients. We haven't really stressed this that much, and I've been hearing this more and more, so it's time that we address this once and for all. Okay?
I'm going to take two different scenarios of patients. The first one mentions that they have some cash to put down and is thinking about financing the rest of it or something like that. The other one we just don't think has a good shot. They've already talked about it. Maybe they filled out the form and they're thinking about a co-signer. Let's walk through these scenarios and what I mean about getting 100% financial clarity.
Patient A. You get to the end of the consult and you present the price, and following our Arches For Days course, you will not say anything. You'll just let them bring it up. Right? So then they bring up, "Well, yeah, I was thinking about maybe putting some down, financing the rest, but well, I really got to go think about this. That's more than I was planning on." If we're not ready for this scenario, they're going to leave without having clarity. We have to get them to the point where we've actually run financing and run a couple of different scenarios on how much they would put down.
So you must keep the conversation moving and say, "Okay, well, how much were you thinking about putting down?" Let's say, "Well, I was thinking about 10 to 15,000." "Okay, great. I'm going to take that, and then I need you to fill this form out real quick so I can go check our financing companies and just kind of see what would happen if you finance the rest with your payments." Use very assumptive language. They fill it out. You go and you check all the credit companies and you come back and you present to them a couple of different scenarios. "Well, this is what it would look like if you put 10,000 down. This is what would happen if you put 15,000 down, and just for the heck of it, `I did another one that was if you put 20,000 down. This is what your payment terms would be and this is how much you would pay. No prepayment penalties or anything like that. So how does that look?"
Boom, 100% clarity, right? You have to have that. Don't let that person go and say, "Man, I've really got to think about this," without running their financing. I think this is happening a lot. Okay?
Let's now look at patient two. Patient two on the form, maybe said they're looking for a co-signer. So you're already getting a little bit dragged down because, oh, man, not going to be able to do same-day close. They probably don't have the funds to do this right away, et cetera. You get to the very end of the consult. You show them the fees, and they are blown away.
But during the consultation, they mentioned that their mom might maybe help them or they really just need to figure out how much this thing was actually going to cost. Do not blow those people off. At the end of the consultation, you still have to get 100% clarity as to for them to go home and make a decision and find a way. At the end you would say, "Well, you know, hey, you mentioned your mom during the consultation. She was planning on helping you. Do you know, was she planning on paying a big chunk? Was she maybe thinking about co-signing for you?" "Well, I mean, I haven't really talked to her a ton about it yet." Still, you don't lose hope. "Well, let's talk about financing, then. Where do you think your credit is right now?" "Oh, I don't think it's that good." "Okay, let's do this. Fill out this form. I'm going to go see if we could get anything financed for you. It's not going to affect your credit at all."
So you go and determine, did they get financed for anything or not? Then you say, "All right. Well, we weren't able to get you financed for anything. So let's talk about your mom and co-signing. If we were to get the whole thing financed and she has really good credit, this is probably where you're going to be payment wise. Would you be able to do that? Again, I don't know until I can run credit with her. If she was going to put a chunk down and get finance, which is now we know that's going to happen, let's say she puts 10 down, 10,000 down, and she finances the rest. This is what that scenario would look like."
So now they have 100% clarity on what they need to go and talk to their co-signer about or whoever's going to help them pay for the treatment. This is why when I was closing, I got so many callbacks; is that there was just 100% clarity. I still am, from when I was closing, still getting callbacks. Got one a week and a half ago, a full mouth of a guy who called back and is now doing it. So the callbacks, they do happen, but they can't happen unless you give them complete 100% clarity. And my fear is that if your patients don't have financial clarity when they leave, they're going to go somewhere else and get it, because they're just not sure how it's going to work.
Right now commit to 100% financial clarity with the patients. And if you think you're doing it, that's great. Just look at it a step further. Do they know exactly what their payment would be? Did you run different scenarios that might be going through their brains? Do they know exactly who to go talk to? What to tell them? 100% financial clarity. Do not let people leave. You've got to do your best. Using the assumptive language, get the financing to put in front of them so they can make a decision. Without it you're done.
Let's go out and get more financial clarity. I guarantee case acceptance will go up.