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The Commitment


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Lesson #1: CORE Lesson #1 – Commitment to Wellness Care or Disease Care

About This Lesson

Instructions coming soon..


Action Items

  1. In your process, make sure you are first getting them to commit to one process or the other before you start presenting them large treatment plans etc.
  2. Make sure you are either used the wellness/disease cycle I included or some iteration of your own in your process!

Full Video Transcript / MP3

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Hey, welcome back everybody. This is Dr. Steve Schluentz and I am so excited to be able to get to module number seven through the dental sales success cycle. And this is all about gaining commitments. So AKA the close, right? So we have done so many things structurally to get to this point. This is where the dentists that are very successful in what they do, they do it differently than most other dentists. This is where the rubber meets the road, if you will. This is where you have to ask for money. This is where you have to be firm, be Confident. Understand that the process we put in place from modules one through six, this is where the payoff really comes in handy.

So I'm so excited to be able to share this module with you because this is the one part where I honestly believe most dentists don't spend enough time on, and they struggle as a result. So we're going to talk about some of these concepts today and these are the seven tenets of the commitment in my office. This is how I perceive all of these tenets, and obviously we're going to cover tenet number one today, which is commitment to wellness, care or disease care. We have to get our patients to commit to these two paths that we've laid out through the first part of the process, which is understanding that there's disease care and wellness care. And it doesn't matter which path they choose, they just have to make a commitment to go through one or the other.

And then once we get done with that, we're going to talk about closing through logic. We're going to talk about getting committed to proposed treatment and we are going to talk about common objections, insurance, money, time, spouse, and how to overcome some of those things. We're going to talk about the followup. What if people are on the fence or they haven't moved forward yet? How do we follow up? And we're even going to talk about follow up on people that have committed to care and are starting the process. How do we follow up with our patients that are true patients that are moving forward with a wellness care?

We're going to talk about locking down the commitment and then we're going to talk about financial arrangements to make sure that everybody can afford what it is that we're doing. And so those are the seven tenets of the commitment phase and just really excited to be able to share this with you. What I want to go back to on this video is all about this idea of committing a wellness care versus disease care. I find this to be so important because before you go any further, you have to reinforce that if you're going to do more comprehensive style care, they have to be committed to wellness care, not disease care.

We have to give patients choices at all time. And if we don't, that's where we get into trouble. So the reality is, I don't necessarily care if a patient wants to go more towards wellness care or disease care. There's pros and cons to each. We're going to talk about that. But I do want them to commit to one of these two paths because that's going to shape the treatment plans. It's going to shape how we talk to our patients. It's going to shape what they're getting. Now, they can choose disease care right now and over time, they go, "You know what, I really want to go on a different path. I understand some of these limitations that we're talking about before and I'm ready to move in a different direction."

At that second, you have to be able to change with your patients, "Okay Great. As I told you before, I'm willing to go on either path with you. You just need to know that you have a choice, and I'm so thankful that you're committing to a more wellness oriented approach, because I think long term, you're going to be healthier, you're going to be happier, you're going to have less dentistry, you really truly are going to get benefits out of that."

So as my mentor said, "You first need to get them to stop the disease process." That's the first commitment. That to me is the start of choosing wellness care, right? I want to stop the disease process. From there, it's only a matter of time before they move forward with treatment recommendations. If I can get them to say, "You know what, I'm committed to stopping the disease process." I know I'm in good shape going forward. Okay?

Now here is the deal. When you're getting a commitment to wellness care versus disease care, you have to be transparent and honest here. As I've said probably 27 times now, even on this video, "I do not care if they choose wellness care or disease care." Now listen, every part of this process as we go through from module one to 10 you understand that by doing it this way, we're actually attracting more patients that are choosing wellness care versus disease. It's in our marketing, it's in our our tone, it's in our ideal client.

So the reality is, most of the people that are going to come to my practice are going to choose wellness care versus disease care, and I know that. But it doesn't mean that I don't have to give them a choice. Okay? When I was younger... I'm still young, but when I was younger, when I first started, I didn't give them this choice. I was very dogmatic. Listen, it's my way or the highway. This is the structure I created. You either going to follow this structure or you're not going to be a good patient here. I don't like that approach because it really does limit your ability to serve your patients at the highest level. It kind of pigeonholes everybody in the some type of care, and I don't want that to be the case. Okay?

So I don't care if they choose wellness care or disease care, but I do want them to commit to a path and then best accommodate them. In my opinion, the hardest patients to have a conversation with for future appointments are the ones who say they want wellness care, but make disease care decisions. Listen, when they do that, I'm choosing wellness care, but then they ask what does insurance cover and how does this work and this and that, and I'm only going to do what the insurance covers, right?

Those are disease care decisions. So that's why I think it's very important when you start, you laid out what wellness care looks like, what disease care looks like, and then you can get them to commit. And you said you wanted wellness care. Now, it doesn't matter to me if you go into a more disease treatment oriented approach, but understand that if you're asking me questions about insurance, I'm going to tell you what your insurance is going to cover and not cover to some level just so you can financially plan. But you have to understand as a dentist, I'm talking to the patient right now, as a dentist, I'm never gonna make treatment recommendations based on what the insurance is or isn't going to cover. That doesn't factor into what it is I recommend you.

And especially, since you told me that you're more interested in creating wellness for yourself rather than reacting to disease, I'm going to lay out the ideal plan of attack for you to create wellness, and then it's up to you to decide whether or not that insurance thing fits into the decision making that you have. But it does not fit into the decision making that I have, which is to give you the best possible care to help you on this path to wellness. You have to get really comfortable with these guys. You have to be able to confront these issues.

The more you lay back.... Like think about this, how much credibility you lose as a doctor if you give them a recommendation when they say, "Does my insurance cover that?" Well, no. So let's do what the insurance will cover. So you've just validated their objection. Their objection was, "I think you're trying to pull a fast one on me and all I'm going to do is what the insurance covers because they are probably operating in my best interest." And you back off and say, "Okay, let's just do what the insurance covers."

So you validated their objection. Their objection was like, "This is just too expensive. This might be overkill. I don't want to do this." And when you say that, you've validated their objection. Now what you could say is, "Sir or ma'am, I totally respect your decision to, you know, maybe financially, you can only do what the insurance will provide at this time, I'm still giving you this plan. We can just break this off into smaller segments so that financially it's easier for you. But we're still following this plan because this is my plan. I'm not going to jeopardize my plan. Right?

See that's the difference. That's the difference there. You have to be firm. You have to be confident when you're talking about these guys. You have to drill, practice and rehearse over and over and over because you're going to get the same six or seven objections. These aren't new. You just have to be confident when you're addressing them. Okay? And understand number four, that the structure of the process will lead more patients to wellness care. As MIT and systems thinking dictates, you can refer to [Peter Senge 00:08:12], he has worked with MIT, "Structure determines behavior, determines results."

Even when work with Bob Proctor and thinking in a results and the stuff that I do with my higher end clients, structure determines behavior, determines results. The structure of the exam will influence the behavior, and that behavior will determine the results. This is so vital guys. So your action steps for this video, in your process, make sure... I don't know why toys in there [inaudible 00:08:45]. So, make sure too that you are first getting them to commit. I think it's to make sure that you're getting them to commit to a one process or the other, disease care, wellness care, before you start presenting treatment plans. And even the way that you're talking about large plans, right? You got to get them to commit to one of those two steps, and then make sure you're either using the wellness disease cycle that I included or some iteration of your own in your process.

You got to make it crystal clear for them. Their decisions help them choose, help them understand pros and cons, and I can guarantee you, if you do this effectively, your treatment plan acceptance will skyrocket. I totally believe that. So hopefully you got value out of this video. I'll see at the next one where we're going to dig further into module number seven.