Lesson #2: CORE Lesson #2 – Closing Through Logic
About This Lesson
Instructions coming soon..
- Start to practice drill and rehearse your switch from emotional selling to logical closing.
- Start with simple sayings like “So are you up for doing what it takes to get healthier?” This is a closing question. If they say yes, now you have to start to be able to lay out the process. Again, use a Master Plan to help you!
Hey, what's up everybody? This is Dr. Steve Schluentz, and I'll welcome you back to another video on module number seven, which is all about gaining commitment, closing, if you will, the the main deal. I remember listening to one of my mentors, Grant Cardone, and he talked about until money is exchanged, nothing of value can take place. I thought about that, and it's totally true. Until money is exchanged, nothing of of value in a business marketplace can actually happen. You know, you could argue, "Well, you can create value and if money isn't exchanged" and maybe, but in a dental practice, until someone keeps you money, you can't help them at the level that you can best help them.
So I think this is so vital, so powerful, yet so overlooked in the dental office that I'm so excited to be able to share this module with you. As we're going through this, we're now onto step number two, which is all about closing through logic. Now, a lot of what we talked about earlier was emotional selling. We talked a little bit about vibrational selling. And now we're closing. So when you're closing, you're closing through logic. So you sell through emotions, you close through logic. It's a way for your brains to kind of... You know, the parts of your brains to mesh with each other. You've bought something well before you have to justify it, right? When you're closing, you're now justifying the purchase. You're making sense intellectually of the thing that you're about to do. And so closing through logic is absolutely essential. So you sell through emotion. We all know that. But you close through logic. Okay?
Now closing through logic, you can think of this, this entire process to this point has been two major elements. The structure of the process, which is going to influence behavior, being in a behavioral sound model. And emotional selling of what's possible and what they could potentially be. Those are the two major elements. The process itself, remember what we talked about earlier. Structure determines behavior, determines results. That was on the last video of Peter Senyay. The structure of the process is going to influence behavior, and that behavior is going to determine the results. And then emotional selling is what we've been doing with all of these pictures of of what's possible, what's healthy, what's disease, where are they at? Where do they want to be five years, 10 years from now? Just the way, even some of the offices are laid out where there's pictures before and afters a full face, and you're selling them on this idea of what is possible for them. Right?
So emotions are used to sell, but we need to close through logic. This is one concept that most don't understand, and through the rest of these videos, we're going to talk a little bit about that. I just want you to understand what this actually means. When we talk about financial arrangements, when we talk about how do we create our treatment plans? If you remember, the way that we even created our big plans, that was logical process. We work our way up a pyramid. We've already emotionally sold them that they need to choose wellness care and this is what it's gonna look like, and now we're going to break a plan down that logically they can make sense of. They go, "Oh well I'm going to go here, then I'm gonna go here, then I'm gonna go here." That's logic. You're closing them through logic. It makes sense to them.
When I'm working with my high-end clients with thinking into results, for example, I sell dental clients emotionally on this need to be able to determine their financial outcomes and their financial futures by understanding universal laws and what they could potentially be. And then I close them through this is the step by step process that you need to go through with me in order to get that result. That's a close through logic, right? If it's a money objection, things like that, we can break down those objections through logic. That's the art of closing. So think of buying an amazing car, not care, amazing car that you're emotionally sold on. What did you tell yourself to finish that buying process? You know, the gas mileage is good, the payments are more affordable than you thought, et cetera, right? You know, it's a convertible.
You know, you could bring the convertible, and the vinyl is actually a little bit more aerodynamic so you're going to get better gas mileage, right? These are all logical conclusions to justify the purchase. The emotional components sold the car. But you justified that process through logic. We're going to do the same thing with our patients, because they might be doing this. Man, they're 70 years old. I have a lot of patients who are 70 years old. Are they going to really spend a lot of money rehabilitating their smile? Not if they're not sold on emotion. But now we have to justifiably close through logic.
So one of the first questions that always gets asked me at the objection is "You know what, I'm 70 how long do I plan on living?" And what do I say? "Well you know, on average a person that's 70 years old is probably going to live in another 20 to 25 years. That's just the numbers. When you get to 70, you're probably going to live to 80, 85, 90, 95. How do you want to be able to chew and function when you're 90? that's the question you should be asking. And what we can do now is set you up into an environment that in 20 years you're still going to have your teeth. You're still gonna be able to function well. Everything's gonna go great for you."
That's closing through logic. It's not closing through emotion, it's closing through logic. Emotionally, it's, "I just want to look good. I want to feel good. I want to know that this thing that I'm purchasing is going to make me do all those things that I want to do." Then it's closing through logic "Well, you know, if I had it for another 25 years, I can justify the cost of this. If I was only going to live for two more years, I might not be able to justify the cost of this." Right?
So closing through logic is critical and you've got to have this arsenal as we go through these videos, the objections and overcome the objections. You've got to be able to handle this. I'm going to give you some supplemental videos on this as well, just so you know how to close. You know how to work through the objections. Okay? It's one of the reasons I like having payment plans available. Listen, if you guys don't have payment plan, I have payment plans for almost everything, and as a true fee for service practice. And I get this question all the time, are you truly fee for service? You're out of network. There's a big difference. No, there isn't.
You know, if you're, if your cost structure is set up in a way that you can make it work on payment plans, then I don't care if you're out of network or fee for service or you're taking 100% of the money up front or whatever it is. To me, it's more important that I get paid what I'm worth. And however I can open the door for patients, I want to be able to do that. You know, if I've got a $40,000 treatment plan, and I said, "Listen, we take a half upfront and half at time of service or all up front and you get a little bit of a discount, which one would you choose?" Most people are going to go, "I can't afford either of those options." I want to open the options up. I want to be able to navigate and work through those things and not have that be a barrier. And so again, that closing through the logic process, we're going to talk more about this, but this is so important, guys. You have to understand this.
So your action steps on this video is start to practice, drill, and rehearse your switch from emotional selling to logical closing. You have to be able to do this. When a patient is committed and they're sold, you have to then be able to say, "You know, it sounds like this is the right fit for you. Would you want to talk a little bit more about how we're going to do this and what this will cost for you?" Bam. That's transferring from selling to closing. You don't have to sell anymore. They're sold on it. Most people keep selling what they've already sold someone. Stop doing that. You don't need to sell them anymore. What you need to do now is bridge the gap between financially, where they're at and where they want to be, and help them get on that path by closing them through logic.
Okay, so start with simple sayings like, "So are you up for doing what it takes to get healthier?" That's a closing question. They say, yes, and now you have to start to be able to lay out that process. Again, use a master plan to help you. If they say, "I'm ready to get going, what's the next step?" And you say, "Well, you know, we're going to, you know... Like really? But I hear that all the time from dentists. That's what they do. "Well, you know. Okay, well let's, yeah, and, and we'll, we're gonna..." Really? You need to be firm and committed when they say, "Yeah, I'm up for it. Let's go. What's the first step?"
Okay, this is how we lay it out. We start with this pyramid. We start to create a plan that covers all areas of this pyramid. We're going to start with the foundational pieces. You have nothing right now that's so immediate that we need to take care of those. So we're going to start with the foundational pieces. So we're going to make a treatment plan for you from this foundational piece. And when we get this covered, we're going to go to the next plan. We're going to go to the next plan. We're going to go to the next point. And then you can start to overcome objections. "Well, how much will this cost? Well, how long will all this take?"
That's when you have to be really, really confident in good in what you're doing. So we're going to take one step at a time here, but just understand, close through logic, you sell through emotion. You need to be able to transition from selling to closing. You need to have some word tracks in there that allow you to get on this path a lot easier. And you need to ask some trial closes, some closing questions that get people, really, they, it gauges their commitment level. So are you up for doing whatever what it takes to get healthier? Right? Are you up to going on this journey with me? Start asking those tough questions. You might like what you hear, but you got to ask them. You got to ask them, you got to ask them. You got to ask them. So hopefully you got value out of this one, and I'll see you at the next video.