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Selling S***t No One Wants to Buy


 

 

Dachshund puppies

In my forty years of practicing dentistry I never had the opportunity to tell a patient, “It’s a boy!”

“You need a root canal,” aren’t the words that most people want to hear.  There’s a reason why comedians have picked on dentists for years.  If I hear the root canal metaphor one more time it won’t be too soon.

Persuading people to get their teeth fixed is a bit more difficult than selling cars or puppies.  I know…I sell puppies.  People come looking and they always leave a deposit.  I wish my front desk had it so easy.

There’s a reason sales professionals created something called the “puppy dog close.”

The closest thing we have to a puppy dog close is the trial smile, or cosmetic mock up.  But we can’t tell the patient to take it home for the weekend like a beautiful puppy.  A photo will have to do.

I can discuss needs vs. wants till the cows come home but the problem, as I see it, it’s what Avram King expressed years ago when he said you want your patients to be paying with “happy dollars.”

I really think this was the reason why the cosmetic dentistry revolution started.  Dentists realize that complete dentistry is a tough sell, what with all the objections, so they grabbed onto the most obvious visible benefit.

But esthetics shouldn’t be the driving force behind dentistry.  Hiding beyond the idea that everyone wants a beautiful smile (well, not everyone), is that everyone wants to keep their teeth (yes, everyone).

Strangely, not everyone likes dogs, but even still puppies are quite persuasive.  It’s a 55 billion dollar per year industry.

So how do dentists fulfill their obligation to help people keep their teeth?  Yes, I do believe it’s an obligation and if you are a dentist reading this, and you have other thoughts, I would like to hear from you.

It starts with leadership.   It really is about becoming the change you want to see in the world.  That is why I wrote my new book The Art of Case Presentation...to teach dentists there is no way of closing someone on keeping their teeth.  No gimmicks, no manipulative tricks.  Case presentation, persuasion, and leadership are all one.  An approach to practice and life.

Persuading patients to lose weight, stop smoking or get their teeth fixed will never be as easy as persuading them to take one of those dachshunds home…but that’s part of our job.  If we can do that- then  just like Sinatra said about New York—“if you can make it there, you can make it anywhere.”

For a short time I will be offering the Art of Case Presentation at a 25% discount by clicking on the ADL Newsletter sign up button.