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The Interview


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Lesson #8: CORE Lesson #8 – Giving Patients Choices

About This Lesson

Instructions coming soon..


Action Items

  1. Make sure you are getting permission at every major decision point(permission to share stories, choice of wellness vs disease, permission to do a guided tour).

Full Video Transcript / MP3

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Hey, what's up everybody? This is Dr. Steve and I want to welcome you back to the last core video of module number four, which is all about the interview. And this entire process ... This is, in my opinion, one of the most in-depth modules in the entire program. This entire module could be its own program and it probably will be at some point because the interview is everything, the new patient process is everything, and this entire program, the way that the dental sales success cycle is set up is, step-by-step, you're going through a process to help you get where you want to go.

And so, as we get to the last tenet of the interview, this is a broad concept. There's nothing specific about the interview that's going to change as a result of the tenant number eight. But I need you to be aware of this all the time, you have to give your patients choices. This is it, but not too many choices, right? You're guiding them on a process to lead them to a path of discovery, and so you're giving them choices, but you're not overwhelming them with choices.

You want them to feel like they're in control the entire process. So that is what this process is all about, it's a series of guesses, it's a series of asking for permissions and, over time, the patient will feel like, hey, I'm in control of this. This is even important for your team, asking for permission is the number one thing that allows you to go where you want to go.

Now, when you're doing this, I firmly believe that when patients are given proper information about their health, in a context they can actually understand, they're going to make choices that are better and healthier for themselves. People will always make decisions and choices in their perceived best interest, so if they're doing something that you are like, why would you ever do that? You have to understand that they're making a decision based on information they've had previously and information that allows them to make a perceived best interest decision.

People are never going to make a decision that they know is going to intentionally harm them. There's something deep down, if they're making a decision, that they hold off on a crown or hold off on a bridge, that is probably going to cause them to lose teeth, they're making a decision based on what they perceive as their own self-interest, their best self-interests. They might say, you know, if I afford this bridge, I'm actually not going to be able to have a car because I can't make a car payment.

So the car is actually more important to me than the teeth. Right? Do you see how that ... You're never going to make a decision that, intentionally, is going to harm you, you just are weighing these risk out all the time, so you have to give information in a way that the patients can understand. So the interview itself is a series of choices. So, if you think about the way that we've described this interview process, you gave them first the choice of sharing their own story.

Do you mind if you share your story with me? That's permission, asking for permission. You gave them a choice when you looked at the disease and wellness cycle. Which of these two choices would you most likely want to pursue? Right? You're asking for permission, you're giving them choices. The third is you give the choice of going through the co-discovery process. When you lay out your entire process and why you're doing what you're doing, you ask at the very end, Mrs. Jones, is this something you would like to move forward with?

Mrs. Jones, do I have your permission to do this guided tour with you? Right? Ask them, check in. How does this sound to you, Mrs. Jones? And stop, let them talk, hear what they're saying, right? And then, eventually, what you're going to do at the review of findings stage or the possibilities session, you're going to give them the choice of stopping disease and moving them to a healthier path.

So every part of this process is about giving them choices, asking for permission, checking in with them. Dentists, they talk way too much and they don't listen enough and they don't ask for permission, they assume that the patients are going to go forward with something. That's a very bad thing to get into a habit of doing. You always have to give the patients control because when they feel that they're in control of this process, they can stop at any point in time, right? That is so important.

So I just want you to keep aware of this as you go through this entire process. Am I checking in enough? Am I asking for permission? Am I giving choices? And if you do this, you follow this action step and make sure you're doing this, you will find that patients are going to gravitate much more towards more complete care when given choices. When you run into problems, as a dentist, is when you don't give choices, you rush them through the process, you go really, really fast, and at the very end of it, then they ask that question, what does my insurance cover? I'm going to have to pay for this? You've lost them if you've done that.

Giving choices, asking for permission, you're going to find those things a lot quicker in the process and that's going to help you be a lot more successful. So, I hope you enjoyed module number four, dig into this content and really, really study this module, and when you master this process, then you can move on to the next module or at least get this process in place.

This is going to take continual effort, work videotaping, refining your process, refining your process, refining your process. I'm always refining my process, and as I get better with my process, this program is going to change as I continue to find things that work and don't work and modify and improve. So keep checking in with these modules, keep checking in with these videos, go over it over and over and over, and you will find that your practice will begin to change quite rapidly.