Don’t wait for the Tooth fairy

So far you have built strong rapport, asked good questions, provided a solution in tune with the patient’s agenda and, of course, you have shown them some evidence. You believe the patient is excited and is ready to buy and, all of a sudden, they throw an objection at you and you start to crumble. It could be about price, time or even your opening hours and you become tongue-tied and unsure what to do next. This chapter will look at the big mistakes dentists and orthodontists make when they meet objections. You will learn what to say and, just as important, what not to say, and also how to successfully overcome your patient’s objections to create a win-win.

When I deliver my two-day programme, many delegates tell me that the material I am about to share with you is life-changing and that they benefit significantly from this material. In my opinion, successfully overcoming objections is not easy and can be a challenging part of the sales process. So, before we look at overcoming objections, let’s define what an objection is and why we get them.

An objection is a barrier to the sale and, if you don’t acknowledge them and overcome your patient’s concerns, then the sale cannot proceed. If we put a positive slant on it, an objection can also be a request for more information and a sign that the patient is still keen to proceed, but they have a concern that needs addressing.

There can be several reasons why you might get an objection from your clients. It may be they have pre-conceived ideas, or they have heard something negative from a friend. However, the most likely reason is because of something that you have done in the previous part of the sales process. For example, it may be because you did not ask enough questions, or did not explain the treatment options well and the patient is unsure.  Many clients who have taken my two-day course tell me that once they become an expert at building rapport, asking questions and providing solutions, they tend to get fewer objections and in some cases they don’t get any at all.

One of the biggest mistakes I find dentists, or in fact the thousands of sales people I have trained in my life, make when they get an objection is that they get defensive. When they receive an objection, they take it personally. This is a big no-no. If you get defensive, not only will you end up saying the wrong thing, but it can also have an impact on the relationship with your client. Let’s look at the common defensive statements people say, for example:

“That seems a high price”, or “that’s expensive”.

To which I often hear the response: “No, it isn’t”, “It’s a good investment,” “It will last a long time”.

There are more.

Picture here of a patient telling the dentist that the price seems expensive and the dentist turning round stating that it isn’t and as he has two kids a private school and he has a holiday to pay for.