Dental Selling - Selling Dental Practice

#5 Ethical Selling

Become polished at the sales conversation.

Telephony
- Becoming polished at answering FAQ's
- Selling the first appointment
Reception
- Welcoming the new patient
Working with and remunerating treatment co-ordinators
Building rapport during first appointments and review meetings
Establishing the patients desired outcomes
Listening to and appreciating the patients concerns
Building and presenting the treatment plan - in layman's terms
Discussing payment options
Overcoming concerns and objections to treatment and price
Ethically closing the sale
Creating referrals
Managing the sales performance of other fee-earners

Case Study

Blueapple Dental and Implant Team, Northern Ireland

The process of ethical selling involves building rapport with new patients, understanding their desires and outcomes, careful treatment planning and also the successful conclusion of a conversation relating to payment options.

In addition to this, it is also necessary to very carefully manage your “pipeline” of potential new patients – those who have had a treatment plan delivered to them but may not have yet reached the conclusion to proceed to treatment.

Working with James and Sonya Hamill and the team at Blueapple presented a unique version of this problem as a very significant proportion of their patients were actually enjoying “dental tourism” by travelling across the border from Eire into Northern Ireland to enjoy the price advantage of a currency differential.

Working with James, Sonya and the team we ensured that everybody within the practice understood the ethical selling process but more importantly it was necessary to implement some sophisticated management systems so that when potential new patients left the building and travelled back across the border the practice could maintain contact with them and help them to reach a purchasing decision further down the line.

Testimonial

James Hamill, Principal Dentist

We became clients of Chris in late 2007, at a crucial time in our business development. We had just won a National Award, we were on paper doing well, and we hoped we were delivering a very good service to our clients. And yet we knew that there was so much more to learn about running a successful private dental practice. Chris has helped us develop our business thinking in so many ways; our intentions were good, we had strong ideas about the type of practice we wanted to be, but we had no business training and no-one to help us focus our ideas in a meaningful way. Chris has been, and continues to be, an essential part of the team. He is relentlessly honest, thought provoking, and challenging, and we find it difficult to imagine a time when we won't find his advie invaluable.