It might be shocking for many that we have used the words “sell dental treatment” as our title. “For many, the word sell is a dirty word, but it really shouldn’t be”. So says Steve Young from the Dental Partner finance training team.

“We might think that we make decisions to purchase goods and services independently and of our own free will. But actually, we are consistently being sold to and in a variety of ways”.

From traditional billboards and newspaper adverts to social media video posts, we are being marketed and sold. The adverts, enticements and recommendations continue every time you log into Facebook and Instagram. Re-targeting technology means that items we’ve been searching for miraculously appear when we are reading our online newspaper or visit a group.

“These applications know what products you have been looking at, and bombard you with offers. In sales terminology, they are trying to create a want and the fear of missing out (FOMO),” Steve continues.

So why should it be different when you sell dental treatment? After all, your dental surgery is a business and is there to service clients and make a profit.

The main difference to many sales activities is that when a patient walks into a dental practice their dream, their want, is already there – a new confident smile.

We have found, however, that an opportunity to sell dental treatment is often squandered because no-one at your surgery is asking, listening or understanding what the patient wants.

What is even more frustrating is that when a team member has spoken with the client about their treatment plan the selling stops. The assumption is that the job is done and the sale will go ahead with no additional effort.

How wrong can you be?

Leaving a treatment plan with a patient is not the end of the sales process. Until they have signed up, paid a deposit or whatever your method is, it is not a sale. And if they say, “I’ll be back”, guess what? The won’t. They still need that final nudge to complete the sale and sign up for treatment.

Once you have handed the client the treatment plan, the sales process continues. Follow up with the patient within 72 hours to see if they understand the program. Find out if they have any questions and if they plan to go ahead. Determine how they are going to pay for it.

Steve adds: “In my experience, the biggest sell doesn’t involve the treatment at all. It’s all about the dental practice, the staff, associates, the dentists. People buy personal interaction. If they feel that they have been listened to and understood, they will buy. So making a telephone call is not an intrusion. It is just part of the service.”

Of course, at Dental Partner we understand that the sales process can make staff feel uncomfortable. So we have specific training plans for dentists and their teams that explains how to sell treatment to patients effectively but without discomfort or embarrassment.

If this is training that you think your staff could benefit from, contact Steve and the team now for further details.