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.
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.