By taking the time to learn the skills to master case acceptance, dental practices ultimately have more patients receiving ideal treatment.
When patients receive ideal treatment, it is not only good for their oral health, it’s also personally and professionally fulfilling for the dentist because they get to practice the kind of dentistry they truly believe in.
Providing the ideal treatment for patients also improves the financial performance of the practice.
Mistake #1: Unaware of the buying decision-making process
No matter what we buy, we all go through a decision-making process. When that process is violated, a patient typically says “no” to treatment.
There are five elements to the decision-making process:
- The patient is satisfied.
- They become aware of the problem.
- They evaluate all options based on certain criteria.
- They take the action to proceed.
- They become satisfied again.
Mistake #2: Not taking the time to discover what the patient really wants
Patients don’t come in seeking procedures, they want an outcome or result. Even if the patient asks for a procedure, they are asking because they believe it will deliver the result they desire.
Talk with them about their concerns, answer their questions and put their fears at ease.
Mistake #3: Not listening to the patient
When there’s silence, a dentist may feel compelled to fill it. Let silence do the heavy lifting for you and really listen to the patient.
Before you look inside a patient’s mouth, ask questions and truly listen to the answers Get to know the patient, not just the outcome they want. Understand everything that’s important to them in their life, outside of their mouth.
Mistake #4: Not educating patients on their condition
For example, many dentists see a small crack and don’t mention the fact that it could lead to larger and more expensive and intensive treatment in the future.
As you look at the patient clinically, make sure you outline the parameters of success or failure and record your observations objectively so they know exactly what needs to be done at the same time you do.
Mistake #5: Try to sell the features as opposed to the result
People make decisions emotionally. Focusing on features may sound logical, but it ignores critical emotional drivers. Most people aren’t going to come in and tell their dentist their desires, wants, and fears – but that will ultimately be what drives them to make a decision.
Focusing on results like cosmetic outcomes, less pain, solving a problem etc. is going to take you much further than comparing the nitty gritty of different clinical solutions.
Mistake #6: Rushing to solutions
As dentists, we’re trained to solve problems. But most times the patient isn’t aware they have a ‘problem’. They may not have symptoms. As we present the solutions, the patient is still coming to the terms with the fact that there is a problem.
When treatment is presented too soon, often the patient can feel pushed. Let them become aware they need the treatment and then they’ll ask for it. This way you will turn patients into buyers and you will never have to ‘sell’ a treatment again.