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Selling You


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Lesson #2: CORE Lesson #2 – Doctor Must Sell Self On Selling As A Service

About This Lesson

Instructions coming soon..


Action Items

  1. Write in the present tense you successfully communicating to your patients about what you do and how it can benefit them.
  2. Change your mindset from selling someone, to helping someone with your services

Full Video Transcript / MP3

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Hey, what is up everybody? This is Dr Steven Schluentz and I want to welcome you back to another video. And as you guys know, we are on module number two, which is all about selling yourself. And we're going to talk about the second tenet today in this process of selling yourself. Okay? And this is that the doctor must sell themselves on selling as a service and a moral obligation. I fundamentally believe one of the hardest things for dentists to break is to view this mindset of selling as something negative. I see it over and over and over again with the dentists that I work with. And you might be saying, well, no, you know, I don't. I hear this a lot of times with the dentist. I'm not selling anything. I'm just giving patients choices. No, you're selling something. Really at the... At the end of the day, if you don't sell something, nothing will ever happen. And if nothing ever happens, your office will not be profitable, and if your office isn't profitable, you're either doing a charity or you're going out of business. So you have to get your head wrapped around this idea of selling as a service and not something that should be looked down upon. If you ask any dentist that's truly successful, they might say something similar to what I just said too. I no longer have to sell my dentistry. That's not true. You're still selling your dentistry.

What it comes down to is that that dentist has covered every one of these 10 pivotal modules so well that they no longer feel like they're doing the quote on quote sales thing, right? So they're still selling. What they've done is they've just become so comfortable with the process and they're so confident. That's what we talked about before is this level of confidence that once you get good at what it is you're doing, that confidence is there. You're quote on quote not selling, but you're selling. You have to get to that point. Okay? So, number one thing you have to understand is that selling is something you do for someone, not to someone. Listen, if you're watching this and you have been through any of the big clinical curriculums, you know what can be done for patients that they're not currently aware of, right? And when you're offering your services, it's literally something that you're doing for someone. I mean, I have patients that I turn away. I will not offer them my high level services even if they could afford it. Because again, it's almost like a gift. It's a privilege for me to be able to give that out. And that's something that I can do for someone. I'm not doing dentistry to someone. I'm doing it for someone. Right? You have to understand that.

That was a quote that my mentor, Bob Proctor had talked about and that really resonated with me. It's when I started to change my mindset on selling just in general and say, you know, it's totally the truth. It's something I do for someone, not to someone. Okay? And the second thing is when you believe in what you're doing, it's your moral obligation to let everyone know how it can benefit someone. This comes from a Russell Brunson book, Expert Secrets, where he talks about this idea of a moral obligation. Listen, when you go through all of this training, it is your moral obligation not to force feed it to somebody and jam it down their throats, but they have to know what you do. One of the biggest problems in every office that I encounter is that the patients are simply unaware of what the doctor can provide for them.

They have no presence, they have no omnipresence. The patients are guessing. I've hear this, I didn't even know you did TMJ. I see. I still see that in my own practice and I'm constantly working on this. That should never be something that any patient of mine utters out of their mouth, but it happens. So my job is to let them know what it is I do. So for example, I had a brochure that I've given, literally I had my hygienist said, you will give this to every patient that you see, whether or not they have any symptoms, it does not matter to me. They need to be aware of what high level services we provide so that if they have some of these symptoms in the future and they've read this thing, even if it was a year or two years prior, they go, "Oh my gosh, I'm having some of those symptoms I read about." I need to have a discussion with Dr Steve Now.

I want to be that level of omnipresence. I want to be everywhere with what it is that I'm doing and how it can benefit someone. That's my moral obligation. There is absolutely no point in you taking all of this high level CE if you don't let your patients know about it. Right? So that goes to point number three. Patients need to know what it is you do. Your number one focus right now is letting patients know what it is you do. Now, if you're just starting, you might want to, you know, kind of go slowly. Get some patients in, do some high level treatment, learn your systems, get your systems down. We're going to talk about that in later modules, but get your systems down. But then you want to hit them, you gotta let them know what you do.

Now, here's the difference. Patients are not going to accept solutions to problems they didn't know they had. We've all heard that before. Everybody talks about it, but it's totally the truth. Until your patient owns a problem, they're not going to seek a solution. So what I'm saying here is not necessarily you need to tell everybody they need to be fixed, but they need to be aware of what it is you do at some level so that when they start to see some of these symptoms, they can come back now and say, "You know what? I remember you talking about this. I'm starting to get some of those symptoms." Okay? And you also have to understand, and this goes number four, nothing happens until a patient accepts treatment. This goes further into number seven when we talk about the commitment. But listen, until a patient accepts treatment, you have done no service for them.

And in fact, even if they accept treatment until they have paid and gotten the service, nothing has been done for them. Okay? Now, Dennis will argue with me and say, "But I gave them choices. They get to choose and something was done." No. If it's your moral obligation and you know you can help someone and they say no or they don't do it, nothing has happened. It's been wasted space. You need to understand that nothing happens until a patient accepts treatment. Okay? So the action steps for this video. Here's what I want you to do. Just two things. I want you to write in the present tense. You are successfully communicating to your patients about what you do and how it can benefit them. What you can do and how it can benefit them. And you can speak in generalities. I'm talking about what I do and how it can benefit all of my patients, right?

Write in the present tense how you are successfully communicating this because I will tell you one of the biggest concerns and biggest issues I've seen is that dentists get in their own head and they are not successfully communicating this to their patients. They talk way over the patients. They use technical jargon that doesn't make sense. You need to be successfully communicating these concepts to your patients. Keep it simple, very simple, okay? So all I want you to do is write in the present tense. I am successfully communicating to my patients about what it is I do and how it can benefit them and think about that on a daily basis, okay? And you need to change your mindset, this is number two. You need to change your mindset from selling someone to helping someone with your services, okay? You are not a sleazy car salesperson, but I can guarantee you I have a exercise. I want you to do this right now, actually.

Close your eyes, okay? Close your eyes. Every one of you who are listening to this video, close your eyes and then on the count of three I'm going to say something, and I want you to think about the mental image that comes up, okay? One, two, three sales, sales, sales. Now I want you to think about what popped up firs, okay? My guess was it was probably not a positive view on selling. That is your problem. You need to immediately shift that focus. You need to fall in love with the idea of sales. See sales, it's like a bad word, but it's not a bad word, it's just a word. It's the concept behind it. You need to shift that concept to something positive so that when you come into any interaction in which money is going to be exchanged, you're not thinking negatively about this. Dentists have a really hard time with this, so I don't blame you. It's not your fault, but you have to change it if you want to be more successful in what it is you're doing. So hopefully get some value out of this video and I'll see you at the next one.