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Selling You


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Lesson #1: CORE Lesson #1 – Doctor Must Sell Self on Services Provided

About This Lesson

Instructions coming soon..

Action Items

  1. Write down all potential benefits of your services.
  2. For 10 minutes every day for the next 30 days, visualize completing your comprehensive cases.  Emotionalize how good it feels to complete these.
  3. Set a target of how many comprehensive cases you will do this year and carry that goal with you every where you go in your practice!

Full Video Transcript / MP3

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Hello, welcome back. This is Dr. Steve Schluentz and we are onto the second section of the dental sales success cycle. In this section or module is all about selling yourself, selling yourself as a dentist, selling the team on your ideas, and then ultimately selling your patient on what it is that you can do for them. And so this is the really, honestly, once you get through vision and clarity and really kind of define what it is you want, you have to immediately start to work on you as the dentist. It's the number one issue that I've seen is dentists don't really feel confident about what it is they do. They don't believe in what they do and as a result, they have a hard time getting their patients to move forward. Now, just for our own clarification, I'm going to talk more about comprehensive dentistry here, but the reality is these five tenets of selling yourself can be applied to any sales situation in your practice.

Whether it's a single filling, single crown, doesn't matter, but where things really kind of get hard for dentists is when you start talking to patients about 15, 20, 30, 40, $50,000 treatment plans and patients kind of clam up and you clam up as the provider and you go, "Oh my gosh, I don't know how I'm going to be able to do this." These five tenets are going to be tenets you want to go back to over and over and over again and constantly check in with yourself. On this video, what we're going to talk about just a little bit is how the doctor must sell themselves on services provided. It's one of the first key tenets to this. And so if you're working with your team in a team workshop setting right now or an office meeting, really start to think about this particular concept and if it's true or not true for you. And if it's not true, how do you change this?

Okay, so the doctor must sell themselves on services provided. Now, I heard a good quote when I was going through management training with one of my mentors, Dr. Michael Schuster, and he said something that has still resonated with me today, and it's one of the things that I think is so important for dentists that learn clinical skills. If you're not doing what it is you know how to do, you're really not... you're not fulfilling your potential. Right? And the quote was to know and not to do is not to know. Listen, you can talk about all the comprehensive dentistry you want. You can go to every clinical curriculum there is on planet earth. If you are not doing it consistently in your office, something is not right. And we all know the hypothetical's and everything's perfect and you get in there and the first time you do a full mouth case, this goes wrong and this goes wrong.

It's like me recording these videos to put into this program. It took me years just to figure out how to streamline this process and I do something and I made a mistake, I corrected it. Now the beauty is with a video, it's a little bit easier to correct. You do a full mouth rehabilitation, the stakes are much, much higher, right? So as a result, dentists don't really sell themselves on the services they provide. They kind of skirt around the issue. And that's one of the issues. Clinical dentistry at a high level requires confidence. You have to be confident. You can have charisma, you can have all of these things, but really at the end of the day, confidence dictates everything you do in your practice. So the more confident you are, the more patients will say yes to you. It's an absolute fact. You can work on communication skills until you're blue in the face, but confidence is absolutely paramount.

Now, the question you might be asking yourself is how do you develop confidence? Well, I firmly believe in clinical dentistry. Confidence is built through practice, and here's the rub. See what happens. You're not doing a lot of full mouth cases, so you're not getting the practice. And as a result, you're not getting the practice, you don't get the confidence, the confidence leads to case acceptance. And because you're not confident, the case acceptance always remains stagnant. So the key around all of this is you have to find a way to practice your full mouth rehabilitations your implants, whatever that is, right? That practice will build more confidence and it's a, it's a self fulfilling prophecy, right? It's a circle that will continue to get better and better and better because what happens now as you've developed your practice, you get more confidence. You come in with more confidence, more patients say yes, you get more practice. More practice leads to more confidence and you can see how that cycle works.

So when you start, you are going to have to do some things that you may not want to do to develop the practice. You're going to have to learn how to do full mouth rehabilitations or implants or ortho or whatever that is. And it might be at a discounted fee. You might be doing just the lab costs. It does not matter. You have to see the results. My dentistry and my clinical acceptance went way up when I started to practice what it is that I was learning. I saw the results in my own practice. I saw the patients get healthier. I saw symptoms that I've never been able to take care of go away, and all of a sudden the confidence was just at such a high level that now when I come into a case, it's much more likely that a patient's going to say yes, even if my skills and at presenting that case are exactly the same.

It's the confidence. These are the emotional components that you have to understand. It's not all about what you say. It's not all about communication tricks. It's what's going on inside. It's yourself images. It's how you feel about your service, what you're doing for your patients, right? That balance between belief and doing the dentistry is vital. They both have to be there. You have to work on your internal belief system first, and then you also have to practice your dentistry so those two match up. Okay?

So when we're looking at the action steps for this, what I want you to do first is write down all potential benefits of the services you're providing. You did a lot of that work in module one. You talked about your offer, what you're going to be able to offer your patients. I want you to list again all the potential benefits of your service. Okay?

Now for the number two is for the 10 minutes everyday for the next 30 days. What I want you to do is visualize you completing comprehensive cases successfully. And I want you to emotionalize how good it feels to complete these. Patients are paying in full. Patients are excited, they're excited about their new smiles. You're able to do this dentistry and you're not having issues. I want you to visualize that. Close your eyes, relax and visualize that for 10 minutes. This is not hocus pocus. This is proven fact. If you read those studies, you probably have always seen those studies where they had three groups and I can't remember what study it was and when it was done, but I remember this story. They had three groups and they were shooting baskets. They were practicing free throws. And one group didn't do anything and they wanted to increase the free throw, you know, how successful they were at making free throws.

So the first group didn't do anything and their results were pretty much exactly the same. They were stagnant. The second group physically practiced shooting free throws every day for let's say 30 days. And then they measured those results and they found that they improved. Now here's the interesting part. This was the third group. The third group only had to visualize making the free throws and their percentage went up almost as much as the people who physically practiced. So I think about when I was studying for the board exam, and you don't get to practice the type of restoration you're going to do for the board exam by working on actual patients. But what did I do? I emotionalized completing that case. I emotionalized what the embrasures were going to look like and how I was going to prep the tooth.

And we do that on a daily basis when we have a crown and we're thinking about beginning with the end in mind. What is the prep going to look like? How is this going to work? How is this going to work? We do this all the time. I want you to shift that energy to completing comprehensive cases in your mind. I want you to visualize an emotionalize people saying, "Yes, I'd like to move forward. Yes, let's go ahead and complete this." Doing the actual dentistry. It triggers your mirror neurons, and it literally will increase your confidence and your ability to do the dentistry by just mentally visualizing it. So if you're not getting the practice on a daily basis, you have to get it someplace. Visualization is absolutely key. You can go back and read that book, Psycho-cybernetics by Maxwell Maltz. They talk to you about how to visualize.

These are very, very important skillsets that you can easily overlook and say, "I don't need to do that. You do need to do that. It's very important. Study anybody that's successful, they are visualizing their goals, they're visualizing their goals being completed, and then the most important word here is that ability to emotionalize. Get emotionally involved with this vision and you will move towards it a lot faster.

Third thing I want you to do is set a target of how many comprehensive cases you will deliver and then I want you to carry that goal with you everywhere you go in your practice. Listen, if you say, "I'm going to do 10 full mouth rehabilitations or I'm going to do 10 complete cases this year." And you historically do one or two, I don't care how you get those 10 done, you have to get those 10 done. That 10 will catapult you where you want to go.

If you have to do them for free, it doesn't matter, right? As long as it's not going to kill your practice, go learn how to do the dentistry. It will increase your comprehensive case confidence, which will increase your comprehensive case acceptance. If you have to work on your team members, the number one thing that I did was I took my team members and the first full mouth case that I did in composite was done on my assistant. Now I would do things totally different now on that case, for all intents and purposes, but I saw the result. I was confident in what I was doing. And then now I have somebody in my office that also understands what it is I'm trying to do, and they can talk to the patients.

Listen, this is so important that you do these three things. You write down all the potential benefits, you start to visualize an emotionalize you completing comprehensive cases, and then you set a specific target of how many comprehensive cases you want to do and go get it. And when you do all of that, I'll see you at the next lesson.