Skills for success: improving case
acceptance by recognizing buying signals
For more on this topic, go to www.dentaleconomics.com
and search using the following key words: case acceptance,
buying signals, listening skills, Stewart Gandolf, Lonnie
Hirsch.
Every dentist we’ve
ever met works to improve his or her clinical skills
virtually every day.
They read journals, learn from colleagues,
take continuing-education courses, and immerse themselves
in specialty groups. They want to stay at the top of
their professional game. With many years of education
and training to become a dentist — and ongoing
enhancement of clinical skills in daily practice —
we have yet to hear anyone tell us he or she went into
practice to be a “salesman.”
Not everyone is comfortable with the
idea of selling, but in elective care it may be called
case acceptance. Many dentists become comfortable with
the process of identifying and solving people’s
problems — helping them discover value in what
the practice can provide for them. That is sales. It’s
a five-letter word that has a better and more acceptable
definition over the negative images of old: Selling
is serving; bringing a solution to a person with a need.
Dentists — who see themselves as doing good for
people — are more comfortable with this definition.
And doing this successfully requires a personal style
that helps patients achieve what they want.
We also know a lot of successful practitioners
who are excellent communicators. They build rapport,
speak well, and listen well. Much like their clinical
skills, listening takes practice. Empathetic listening
is a process that improves mutual understanding. This
is an individual skill that deserves regular attention.
At least half (if not more) of successful case acceptance
is based on listening and understanding what is being
said, while looking for the meaning that may be between
the lines.
Look for these buying signals
...
Both the dentist and staff can, with
practice, recognize signals that indicate the patient
may be ready to accept professional treatment recommendations.
Keep in mind that patients don’t think in terms
of “treatment” or “pro•cedures,”
which may be the means to an end. In their value system,
the “end game” is highly personal and leads
to some greater degree of happiness. They’re thinking
“pain relief” or “brighter smile”
or “personal confidence.” Buying signals
can be subtle, but also revealing. Common buying signals
include:
- Being “possessive.” Questions or statements
with “I” or “my” may signal
that patients are thinking about the positive results
as if they already have them. Comments like this are
an expression of at least conditional acceptance.
- Repeating questions and asking for details. Ques•tions
signal interest, and questions about details indicate
understanding. Repeating a question confirms a detail
that is probably important to a patient’s acceptance;
he/she may be seeking confirmation of what is heard.
- Looking for validation or confirmation. The in•dividual
may have already decided, but wants agreement and/or
encouragement from a spouse. (It’s often best
to talk with all concerned from the outset.) Asking
a spouse or some other “higher authority”
can also be a means to defer the decision.
- Sounds of affirmation or agreement. When some•one
adds a positive comment with feeling, he or she may
be enthusiastic about the benefits. These are comments
that presuppose the patient has mentally taken ownership
of the benefits.
- Asking about implementation steps. The length of
time to complete or impact the patient’s routine
means he/she is thinking about the process itself.
As a condition to final acceptance, the patient may
be judging how long it will be before benefits are
achieved (or how to adjust the time away from work,
etc.).
- Comments or questions (or negotiation) about price.
Generally this is a good signal, but patients should
hear and understand the value and benefits, not just
the cost.
Know when to ask …
The most important buying signal is
when the patient agrees to your recommendations. But
surprisingly, many practitioners simply fail to ask.
So, listen for understanding and when the dialogue signals
a mutual understanding, ask for the commitment. In the
ordinary course of a week, the typical dentist will
have hundreds of opportunities to improve these interpersonal
communication skills. Building on this process is an
important skill for success.
Stewart Gandolf, MBA, and Lonnie
Hirsch are cofounders of Healthcare Success Strategies,
and two of America's most experienced practice marketers.
They have worked with dentists for a combined 30 years,
have written numerous articles on practice marketing,
and have consulted with more than 3,000 private health–care
practices. They may be reached by calling (888) 679–0050,
through their Web site at www.healthcaresuccess.com,
or via e–mail at info@healthcaresuccess.com.
Source:Dental Economics
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