American Dental Implant Association
The Miami Implant Update
Dr. James McAnally – April 25, 2009
Strategies for Boosting Implant Case Acceptance
· In Times Like These… How do we succeed
· We are in the business of Marketing and Sales
· What do we do at meetings?
o Learn Techniques
o Dr. Atcha uses McNally
· Business
o Non-dental sales course last 2 years?
§ Yep
o Dental Sales Book
§ Yep
o Non-dental sales book
§ Yep
· 80% of success is just showing up – Woody Allen
· 2003 – Aron Ralston
o More focus, more purpose AFTER getting stuck under a boulder and knowing off his hand
o Today 80% is thinking, 20% is Practical
§ Global changes at work – recession is going on… economics
§ Why get better at sales (Case acceptance)
§ Common worldwide dentist sales frustrations
§ Capabilities vs Opportunities
· Economics and History 801
o The World is Flat
§ While we were fighting terrorism for 10 years, the world kept moving
o Slumdog
§ Many people motivated to work harder
· Creative Destruction
o Look at Kmart, Sears
o Kodak, Plaroid
o Seattle Times, San Fran Chronicle
o ALL GONE
· Law of Accelerating Return
o Progress is EXPONENTIAL, not LINEAR
o Technology is 10 times as fast
o EVERYONE is going to be around a LOT longer
§ 1900: 48 yrs avg life expectancy, now 78
· Get a FLIP
o Testimonials
· What about dentistry?
o It’s only going to get more complex
o Teeth will be needed/wanted longer
o Cost will always go up
o BUT… Patients will want even more SIMPLICITY
· Overview
o Selling (better case acceptance) as a dentist requires
§ Modifying you/your team’s actions
§ Acknowledging that persuasion is a science
§ Altering dr, staff, and pt mindset
· Why get better at selling cases?
o Greed… do more tx
· Why get better at case acceptance for elective tx?
o The dental economy is changing RADICALLY
· New rules emerging in the business of dentistry
o Big chunk of bread and butter middle class is leaving (because of flattening of the globe)
o More tx’s fall outside of insurance
o Dental insurance will become even more obsolete
o Global trends are unchangeable
· It’s the BEST golden age EVER in dentistry
o Newer, better, faster, more esthetic, more predictable
o Training has never been easier or faster
o Equipment, Training
o Rebuild a smile for anyone: it’s life changing
· Reasons to get better
o The economis
o The new dental economy
o The golden age
§ MOST dentistry is ELECTIVE
· Dirty dozen of Universal Case Acceptance Frustrations
o Not knowing what to present with cases
o Pts not owning their problems
o Not having financial ability
o Presenting to pts who aren’t ready for tx
o Difficulty getting large case acceptance
· Sales pyramid
o Close sales (Top)
o Make “NOISE” in the market
o Practice management systems
o Clinical education and technical competence (Bottom)
· Underlying factors
o Capabilities vs Opportunities
§ We have 2 sets
· Clinical Capabilities
o Dental School
o CE
o Residencies
· Non-clinical Capabilities
o Practice Marketing systems
o Case acceptance systems
§ Opportunities
· Patchwork versus Full Mouth
o Capabilities
§ Take a course
§ Easy to get there
o Opportunities don’t get bigger by increasing the capabilities
o To increase our opportunities
§ He have to improve our setup
· How do we get setups?
· 7 common fallacies in thinking that further hinder case acceptance
o #1: Misunderstanding Credentials
§ If I get more letters after my name… I’ll get more credentials
§ Must use, describe the credentials in ways that actually MEAN something to pts
o #2: I need more CE
§ Most dentists need to READ more books
o #3: Believing technology sells
§ They don’t buy the technology, they buy the solutions
o #4: Bigger menu’s are the answer
§ Lava, Procera… Pts don’t care
§ Dental menu’s are TOO complex
· Maximize benefits, minimize losers by KEEPING IT SIMPLE
o #5: Believing Patients are Logical
§ Not really, unless they are engineers or teachers
§ Behavior is the same for most
o #6: Being good at sales means high pressure
§ It doesn’t work for high-cost products
§ Sandler, Gitomer, Sandler, Ziglar
o #7: Not understanding the magic bullet
§ Competition is minimal… Must master the COMPLICATED
§ 20% MAX
· 8 Strategies for next week
o #1 Caveat: NO MAGIC BULLETS
§ Make your marketing messages
§ Match the problem you wish to treat
· Why does this boost results?
o Getting the right pt dramatically boosts case acceptance
o Pts seeking answers to their problem
§ Undertsand Branding
· Pts with problems wanting implants don’t care about you as the brand
§ Freat FREE examples of Medical Messgae Matching
· Cynergenics
o #2: Always remember, The Fear of Loss…
§ Proof:
· Recent financial panic
· Robert Cialdini
§ I (Heart) Dentures
· No one wats them…
· Easy image to sell
o #3: For BIG $$$ implant cases, separate the exam and case presentation visits
§ All in one
· Consult
· Disgnostics
· Fee presentation
§ Effective intervals between visits BOOSTS sales
o #4: Screening systems to find those more likely to say yes to tx
§ Low odds…
§ The “Funnel” principle of marketing
§ Qualifying: Only working with pts that are going to buy from you
§ Extra No’s
· Don’t need to talk all about opening vertical
· How much time Is wasted?
o #5: he larger the $$$ amount, the more professional we should look
§ Got to have PERFECT teeth
o #6: Dr. and staff communicate only in ways that reduce complexity
§ Must practice… forever
§ LOSE all dental Jargon
§ Even applies to marketing
§ Goal: Reduce complexity in the pt’s world
§ As case complexity goes up, tx discussion must be reduced
· 30min max
§ Patients want:
· Respect
· Simple explanantion
· 2-3 options
§ Must monitor yourself
o #7: Develop systems to prevent fee sticker shock
§ I didn’t know it would cost that much
§ Pts have no idea what the cost reference point is for dentistry
§ Use FEE FRAMIMG
· Tell them the range of what stuff costs
· My range is higher because I know how to sell
· Verbally… during diagnostics
· Preemptive… written materials as part of the financial “screening/qualifying”
· Also verbal range of $ during diagnostics
§ BIGGEST problem
· Present fess CORRECTLY
o 1 dr closes the case
o #8: Use appropriate case acceptance technology
§ “What if” imaging is CRITICAL
·
http://www.smilevision.net/o Reduces complexity
o 24” monitor for effect
o Image single teeth, quadrants, everything…
· Permanent solution
o Understand how you arrived at your frustrations
o Acknowledge fallacies in your thinking
o Change your thinking
o Study those who have already fixed their frustrations
o COPY THOSE WHO ARE SUCCESSFUL
o Systems are:
§ Step by step, tested and proven actions
§ 1 or 2 implants: Simple (Single engine plane)
§ More and more specialized (Jet)
o Define your expectations for case acceptance
§ Short term patches and long term systems