Selling dental cases to “executive types.”
During a short window of consult time with a patient over cosmetic or precision dentistry–you have a few minutes to size someone up….However, this step is critical in gaining insight for triggering the right communication and approach for the best results.
You may want to elicit the help of your front desk patient coordinators who can share their assessment of the patient’s first call, prior to the first consult. Training front desk or patient coordinators to handle adroitly that call and segue that information is essential for a streamlined approach to case acceptance.
Dentists can also make quick assessments by studying a patient’s personality, demeanor and body language. For example, if the patient is a Type A dominating type…perhaps a multi-tasking CEO on steroids …don’t waste your time communicating treatment minutia. These types are not interested in detailed facts. Typically, they have already made up their minds about cosmetic treatment and simply want to talk or negotiate cost.
For these personalities, watch your use of the opening tactic, and start by communicating a strong initial benefit.
Be prepared to run the entire wheel. You are selling a cosmetic case to a personality that tends to make impulsive decisions, so get ready to move and get to your salient points quickly. Dominating personalities hate to waste time with idle chatter, so save your comments about the weather for personalities who thrive on small talk.
Use emotion in your approach, because dominating personalities who like running the show are typically not only compelled by emotions–they will buy on emotion or impulse.
Next post will cover a host of other personalities because not all patients are alike…Moreover, when all is said and done, your instincts and intuition will be your most important strategies for your sales arsenal.