introduction to sales
DESCRIPTION
Introduction To Sales. Grace Rizza Identity Dental Marketing. Identity Dental Marketing. Spend time and effort to get the phone to ring Noticed that most of the teams we work with are nice people, but almost all teams lack sales training. Tip for you. - PowerPoint PPT PresentationTRANSCRIPT
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+
Introduction To Sales
Grace Rizza Identity Dental Marketing
![Page 2: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/2.jpg)
+Identity Dental Marketing
Spend time and effort to get the phone to ring
Noticed that most of the teams we work with are nice people, but almost all teams lack sales training
![Page 3: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/3.jpg)
+Tip for you
Phone recording helps because you can hear how your team is improving and how new patient calls are handled and what new patients are calling and asking.
Hear how hard it is up front
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+Introduction
NamePositionWhat you want to get from today
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+The Value of a New Patient
$5,000-$10,000Job SecurityHelping people
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+Some Basics
TrackingNew Patients ScheduledNew Patient SeenNew Patient LeadsProductionCollection
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+What does tracking tell us?
Where new patients come from
How many new patient calls we received vs. scheduled
This gives us a closing rate
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+What else to track
Pending treatment vs. Accepted treatment
Allows for follow upShows us how we’re doing in case presentation
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+Tracking means finding how patients heard of youWhen is the best time to ask a patient how they’ve heard about you?
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+Why we’re here today
What does it mean to be a sales person?
Who in the dental team is a salesperson?
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+
How is dental sales different than most sales jobs?
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+Team Sales Means
Follow up systems in placeCarry batonCommunication about patient insight, treatment & more
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+What sales is NOT
LyingMisleadingOverpromising
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+
What’s the most important factor in being successful at sales?
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+How to not believe what you’re selling in the dental office?Think the dentist is recommending unnecessary dentistry
Don’t know anything about dentistry
Other ways?
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+Sales Tip Assumptive Tone
Talk to the patient as if assuming they will want to schedule an appointment with you.
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+Reasons why we talk fast
1. We’re in Chicago2. We’re busy, busy, busy at the front desk.
3. We’re nervous about not messing up
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+Sales is a transfer of emotionBe confident on the phone about your services in order for others to believe what you are saying.
If you are unsure, they will be unsure.
If you are nervous.. You guessed it!
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+This is where scripting and role play can helpIf you find you get stumped with certain questions from patients, practice OUT LOUD with someone you work with a short script on how to answer difficult questions.
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+If you feel like you’re being “sold”…If you feel like you’re being sold, the person “selling” isn’t that great at his job.
Conversation should flow naturally.
You should lead the conversation instead of chasing it.
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+Greeting
Your greeting matters. It is your first chance to be liked
Consider tone, pitch & words used
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+Example of excellent greeting
Thank you for calling Amazing Dental Center, this is Grace speaking, how may I help you?
(note that I ask a question to lead the conversation)
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+Example of chasing a call
How do you answer a caller who asks, “What do you charge for a cleaning?”
Need a volunteer to be the patient
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+If there’s only one thing you learn today, this is most important. With this skill alone, you can increase sales.
ASK QUESTIONS.Example & ExerciseNeed a volunteer
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+Flow of your conversation
ListenAnswer /Acknowledge ASK
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+What should you say when someone calls and asks,What do you charge for a cleaning?
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+Example of how to do this
Thank you for calling Amazing Dental, this is Grace, how may I help you?
What do you charge for a cleaning?
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+continued
Can I ask who’s calling please?This is James. Hi James, I understand you are looking to come in for a cleaning? Have you been here before?
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+continued
No. I just want to know what a cleaning costs.
James, our prices are very competitive and our doctors are excellent. Do you have insurance that you’d be utilizing for your visit?
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+continued
No, that’s why I’m trying to find out how much a cleaning is.
Well James, since you are a new patient, I can offer you our new patient special, which covers an exam and X-Rays for only $69. At that time, we’d be able to determine which kind of cleaning you’d need. If you only needed a simple cleaning, we could include your cleaning that day as well.
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+New Patient Special
Give your team a weapon to stop shoppers and get them in your office.
Many times, these patients will need more dentistry than a cleaning.
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+Loss Leader
Ink Cartridge/PrinterIt’s only a loss if it isn’t a leaderSuccess depends on the whole team’s ability to sell and convert patient to a loyal regular patient
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+But these patients don’t have moneyThis brings me to my second major tip. DO NOT MAKE ASSUMPTIONS
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+Why people price shop?
They are nervousThey don’t know dentists are different from one another
They don’t know what else to askLooking for an excuse not to goFEAR
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+More Difficult Questions
Do you accept my insurance?
Yes and we will help to maximize your benefits.
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+Where are you located?
How do you answer this question?
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+A little tip
This does not mean we are answering a question with a question.
1. Listen2. Answer/Acknowledge3. ASK
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+Always be selling
Always be selling. Dress appropriatelyConsider your attitudeAlways be nice and likeableAsk others how you soundRecord yourself on the phoneBe confident, yet concerned
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+Always be selling - Referral
Learn when and how to ask for referrals
Best timeafter a compliment is givenAfter you’ve built rapport
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+How to ask
Memorize a script for this“Thank you Kathy, I’m so glad you enjoy coming here. We are always looking for more patients like you, so if you know of anyone, please feel free to pass along our card.”
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+Why people hate salespeople
1. They aren’t good and feel as if they are being pushy
2. Sales people aren’t connecting and seem phony
3. Sales people sometimes sell bad products/services
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+Why we LOVE salespeople
They sell us something that changes our lives for the better
They educate us and are trustworthy
We like them
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+Not selling a thing, you are selling yourselfTone of voiceAbility to listen and acknowledge
Let the person talkTransfer positive emotion
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+Unique Challenges for Dental teamTeam Sales : Multiple people need to carry the torchOne person may drop it and ruin it for everyone
Systems, like follow up book are important
Notes in patient accounts are very important
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+Follow-Up Book
Keep a binder that tracks patients that leave the office without an appointment
Also track who cancels and says they will call to reschedule
If too much time passes, they become inactive and don’t return
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+
BREAK/QUESTIONS
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+Treatment Planning & Case PresentationIf you got this far, your team has now passed you the baton.
The team has got the sales process rolling
Don’t drop it
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+What not to do
DON’T present a treatment plan to a patient while he is in the dental chair.
The chair puts patients in a vulnerable state.
Best: sit next to the patient, this initiates collaboration
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+What not to do
DON’T bring up financial options unless the patient expresses a concern about the price/cost
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+What not to do
DON’T talk more than you listen.
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+What not to do
DON’T present objections or bring up concerns if the patient doesn’t
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+Things to do:
Show photosIntraoral PhotosSimilar before and afters to show improvement and your abilities
Be prepared
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+Things to do
Schedule separate treatment planning appointmentYou need time to build rapportYou need time to get patient talking & presenting you with objections
You need time to build value in your services
Schedule at LEAST 30 minutes for treatment presentation
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+Tip for schedule treatment appointmentInvite a spouse to be at the meeting. This will help your odds of the sale because both decision makers will hear the advantages of receiving treatment from you
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+How to Present Treatment
Invest a little more time in organizing your plan in plain English
Unless it’s only a couple small procedures, do NOT present the way the computer prints the plan
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+Why not?
Dental jargon annoys patientsPatients don’t need to see what they cannot understand
Explain why you recommend treatment
Explain options
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+Example part 1-available for download
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+Example part 2
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+Example part 3
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+ How to present
Present in a folder with images, and next step options and brochure
Consider a tooth chart that shows the number of the tooth with marked decay
Reference Smile Survey from 1st visit
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+Components of presentation folderTooth ChartFill in where Treatment isNeeded-Color code
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+Smile Survey
Finds out the patient’s perceived needs
Determine if there’s an interest for cosmetic procedures (elective portion of treatment plan)
![Page 63: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/63.jpg)
+Smile Survey Questions
Is there anything about your smile you’d like to change?
(Questions will depend on the services you offer)
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+Components of Folder
Easy to Read Treatment planBreak down by emergency, urgency, elective (E,U,E)
PhotosFAQ Sheet
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+Components of Folder
FeesInsurance portion/Patient portion
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+Components of Folder – Marketing MaterialsBrochure – explains high quality dental materials
Work guaranteeDoctor credentialsPatient testimonials
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+Your comfort is our main concernInclude a sheet that reminds the patient of all of the measures you take to make sure he/he is comfortable
Include info on:Nitrous, sedation, numbing protocol
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+IMPORTANT
Learn the dental curse words:
http://identitydental.com/dental-curse-words/
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+Dental Curse Words
1. Drill – Instead say: “remove decay”
2. Probe/Probing – Instead say: “evaluate gums” or “complete examination”
3. Inject/Injection/Shot – Instead say: “provide anesthesia” or “numb”
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+Dental Curse Words
4. Procedure – Instead say: “Treatment” or “Care”
5. Pain/Hurt – Instead say: “Discomfort”
6. Rot/Rotted Out – Instead say: “Infected Area”
![Page 71: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/71.jpg)
+Dental Curse Words
7. Needle – Instead say: “numb” 8. Pull the tooth – Instead say:
“Remove” 9. Incision – Instead say: “treat” (They
often don’t want that many details.) 10. Technical Jargon – such as
“abutment”. Instead say, “neighboring tooth/teeth” Using jargon confuses and frustrates the patient.
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+Treatment Presentation
Show all services being recommended, time to complete & pricing
Show the patients insurance benefits & explain how you will help them maximize their benefits
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+Case Presentation
Organize treatments by most important
Emergency, Urgency, ElectiveExplain what will happen if these services are not received
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+EmergencyEmergency- Broken- Infected- Decayed- Urgency of situation needs to be stressed to the patient- Doctor Driven Urgency- Hygienist should always have discussed Mandatory treatment with patients.
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+UrgencyUrgency- "Watches"- Old amalgams that could be improved- Questionable margins- Gray areas- Missing teeth- Sealants- Nightguards- Larger old fillingsAnything that might prevent a future problem by fixing it now
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+Elective/Cosmetic
Cosmetic- Anything to improve appearance of their smile- Veneers- Replacing discolored anterior fillings- Whitening- ZOOM- Replace older looking crowns
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+ASK QUESTIONS
“How are we doing so far?”“What are your plans for your smile?”
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+LISTEN
If a patient wants to tell you his horror story of his past dentist who hurt him, LISTEN. This will help you sell him and help him get the treatment he needs.
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+Horror Story 1
“My last dentist did treatment and I wasn’t fully numb! It was horrifying and I’ve been afraid ever since.”
You say:We have a test to make sure you are
numb. Some people are more sensitive, but I will be sure you are completely numb before we start any treatment. Does that sound good?
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+Horror Story 2
“My last dentist told me services would be covered and then nothing was covered and I didn’t like that he wasn’t honest.”
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+What you can say:
I’m sorry to hear that happened to you. It’s unfortunate that you had a bad experience like that. Before we start any treatment, we’ll contact your insurance and get an estimate. Does this sound good?
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+EARN TRUST
Taking time to listen to your patient’s concerns will build trust. It’s up to you to make the time for these conversations.
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+Sales Tip
Build in a guarantee for your work
Explain that dental work isn’t the same from every dentist
Consider materials & labs & durability
![Page 84: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/84.jpg)
+Why patients price shop
They think all dentists are the same.
Why do they think this?
![Page 85: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/85.jpg)
+Dental offices lack branding
Imagine if every restaurant had a fork for a logo and the only signage said “RESTAURANT”
You’d have no way to tell their differences
Consider defining your brand with a logo & strategic business name
![Page 86: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/86.jpg)
+How to build value in your servicesA simple flyer or brochure can explain:Not all dentists are the sameWe use high quality, durable materials whereas some offices outsource to cheapest materials
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+Create FAQ’s Sheet
Topics should reflect services listedEach sheet should answer questions about one service
When you treatment plan someone for implants, provide an implant FAQ sheet in his/her treatment folder
![Page 88: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/88.jpg)
+Benefits of FAQ Sheet
Show patient that you are an expert in particular services (build trust in your skills)
Answer questions from patient or patient’s spouse that may come up later
![Page 89: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/89.jpg)
+Sample FAQ’s Sheet
![Page 90: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/90.jpg)
+Due Diligence or Dumb Move?
Patients may leave your office and say “ I want to think about it”
They may then call other dentists for quotes and 2nd & 3rd opinions
![Page 91: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/91.jpg)
+Real Reasons Patients Don’t ScheduleThey don't believe they need the treatment.
We have done a poor job of discovering what it is they want
No one has explained the consequences of non-treatment
We have not overcome the objections
![Page 92: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/92.jpg)
+Try this strategy from phone skillsListen, Acknowledge/Answer, ASK
![Page 93: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/93.jpg)
+What about when they ask…
How long will this take to complete?
Will my insurance cover this?
Will it hurt?
![Page 94: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/94.jpg)
+PLAN it out!
When you sit down with a patient to discuss a treatment plan, you must have a plan and have your background information already done.
Hiring someone for treatment planning and financial arrangements can drastically increase your sales.
![Page 95: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/95.jpg)
+Make an incentive
If you have someone in the office that is in charge of presenting treatment, give them a reward or incentive for increase in case acceptance
Make sure she believes in what she is selling 100%
![Page 96: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/96.jpg)
+What sales is not
Sales is not charity.Some doctors get too comfortable with giveaways
There is a benefit to having another person in charge of presenting treatment
![Page 97: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/97.jpg)
+The work starts when you hear “no”
or “not right now”,
or “I have to think about it.”
![Page 98: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/98.jpg)
+What are objections?
You aren’t allowed to bring up objections.
BUT, you want to get them to bring them up.
If someone says, “ok, let’s move forward.” STOP TALKING & BOOK THEIR APPOINTMENT!
![Page 99: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/99.jpg)
+NEVER EVER EVER
Place any kind of blame on the patient for his condition
(important for hygiene dept)
No. 1 Reason people buy something from you….
![Page 100: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/100.jpg)
+
They like you!
![Page 101: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/101.jpg)
+ QUESTIONS FOR GRACEDownload this presentation at:www.identitydental.com/ttw2013
(available after today)
-SMILE SURVEYS-BROCHURES & FLYERS-MARKETING-TEAM TRAINING PROGRAMS
![Page 102: Introduction To Sales](https://reader037.vdocuments.site/reader037/viewer/2022102719/5681689a550346895ddf2999/html5/thumbnails/102.jpg)
+Free Office Consultation
Thank you for joining us! Free 1 hour office consultation for you.