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The Commitment


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Lesson #4: CORE Lesson #4 – Common Objections

About This Lesson

Instructions coming soon..


Action Items

  1. Practice, Drill, and Rehearse Objection Handling 10 minutes every day.
  2. Get very comfortable being in that tension.
  3. Do the Always Agree Challenge (For 24 hours, always agree). See if you can do it!

Full Video Transcript / MP3

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Hey, what's up everybody? This is Dr Steve Schluentz. I want to welcome you back to another video on the commitment module. And you know this video is going to be kind of a primer of one of the things that we'll have subsequent training and you know if you're in this module right now there might not be videos, but in the future we're probably going to cover specific objections that we're going to talk about today. But this is going to be a kind of a primer of how to handle objections. And this is why I encourage you guys to come on Q&A calls and things like that so that you can really start to hone in on this.

This is the fourth tenet of the commitment. These are common objections and we're going to cover some of those most common objections that you will see. They're going to be insurance, money, time and spouse. Those are going to be the big ones. Insurance, money, time or spouse, and actually with insurance really, when it comes down to it at the end of the day, is money. So it's really only money, time and spouse.

This is such a critical stage in this process. And so whether you are the doctor listening to this or even team members, you have to be able to handle objections as well, because I can guarantee you, if you're a hygienist or an assistant, insurance is going to come up. Especially as the hygienist and you're in a more wellness based environment, you're still going to have questions that are asked about does my insurance pay for this? Things like that. You have to have go-to ways to handle those objections effectively.

And so what we're going to do is we're going to start to break down these common objections and there's specific techniques for each one of these. And as you go through them, this is an overview video to make you think about how do you handle these objections?

The first thing you need to do is become aware of the objections. When I first started learning about sales, I would think, well there's a multitude of reasons that people would say no or you know, different scenarios. And what you find is that there will be the same common objections over and over and over again. And the first thing you have to do is become just aware of them.

I've done some network marketing and MLMs and what is the most common objection to MLM, right? It's a pyramid scheme. I heard that iteration probably for every person that threw up an objection, that was the biggest thing. It wasn't money. It wasn't time. It was "This is a pyramid scheme." So those types of objections came up over and over and in dentistry, what I found is it's money, time, spouse and insurance, and so you start to write them down, okay, what are the things that people always talk about? What are the objections they have?

And it was one of those four. It was some iteration of the four. What you need to first do is for every patient, there's usually one true objection that holds people back. It's almost always one. It could be a combination of things, but if you get down to it at the end of the day, there's usually one thing that is holding the person back from moving forward. And I'm going to tell you it's not the one they're telling you. That's number four. You've got to look for these unspoken objections.

Usually what they tell you is a smoke screen for what the true reason is that they won't move forward. And the better you get at handling that, the better you can get laser focused on that one true objection, you're going to find that your case acceptance will skyrocket as a result when you start to get to those unspoken objections. And you have to have really, really good questions. What I would encourage you to do is start to study sales masters in addition to this course. We can't cover possibly everything when it comes to becoming an expert sales person in this one specific course.

But I'm telling you, the more you fall in love with the idea of case acceptance, the idea of sales, the idea of looking for unspoken objections, the ideas of asking the right questions, getting comfortable in these moments, you will be richly rewarded for it. And so you have to fall in love with this process. You need to get comfortable handling these objections. You have to practice, drill and rehearse, and I have said before, the best way to do that honestly is video record all of your new patient experiences. Video recording, any type of review of findings and listen to those objections and see how you're handling them. That's the first thing. It's that level of awareness of just knowing how do you handle these things on a daily basis? And then you got to practice, drill and rehearse different closing techniques. The first rule of selling is always, always, always agree.

It's not that the customer is always right, it's just that you need to agree first. This confrontation thing just doesn't win in today's day and age. You want to be in agreement with the patient. You don't want to be combative with the patient. And I've actually seen this dentist get a little bit annoyed by this insurance thing. And rightfully so as the dentist, you're going to get annoyed, but you have to understand patients don't know.

So a lot of the times they're asking about this and when you get confrontational, it just reaffirms that bias that they may have, that the insurance company is actually in their best interest and not necessarily you as the provider. You have to always agree with the patient. It doesn't mean that they're right, it just means that you have to agree with them in order to move forward towards this resolution and this moving forward of the treatment plan.

So let's go through some just some sample objection handling. I'll give you a really good one. And this is something that you just want to practice. This is the spouse objection. The first thing you have to do, let's be honest, if you think ... You have to find out if your patient's a decision maker. If it's a husband or wife, but they're not the primary breadwinner or they're not the decision maker when it comes to money, you need to find that out very, very early. If you know it's going to be a larger treatment plan, it's job number one for you to make sure that the spouse is actually there for the review. And if they're not, don't even talk about fees because what will happen is husband or wife will hear something, they go back to spouse, they're not in a controlled environment, they're not in the office, they're not able to talk to you directly.

And wife says, "You know, I'm going to get veneers and they're $15,000." And the husband's like, "What? Do you really need veneers?" And it might be a functional thing. There might be a bite related thing. Maybe they're crowns in a combination, and maybe you're addressing the bite for functional reasons, but they just say, "Oh, I'm going to get veneers." And they think, "Oh, this is all aesthetic. And it's not necessary and it's all elective and there's no way you're doing that."

The first thing you have to do is get the spouse into the actual review stage. And you have to get them into the office and say, "You know what? There's going to be a financial commitment here. And I want to make sure that both parties are in agreement on what needs to be done, how we're going to do it, what's the best way to approach this? And I find that having a spouse there with you is the best way for all of us to be in agreement about what's the best treatment plan for you."

And that one thing alone will increase your case acceptance. And it will definitely increase the time variable behind it. Because now you know, okay, well I don't have to worry about this thing where "I got to talk to my spouse about this." But let's say that the spouse is not there and they say, "You know, I don't know, I've got to talk to my spouse first." And one thing that you can ask is, let's say that the wife is in and she says, "You know, I've got to talk to my husband first." Because let's be honest, that's probably going to happen. Most people are going to say, "Yeah, I need to talk to my spouse first."

So you say, "Okay, let me ask you, what if your husband says no?" And if the wife says something along the lines of, "Well he never really says no to anything that I want." And say, "Well why are we waiting for that then?" That's not really an objection. So if the second thing is, well, we wouldn't move forward, then you can ask, well what would the spouse object to? Would it be the actual plan itself, the treatment plan? Or would it be the money? And they might say, "You know, it's the money." And then you can say, "Well what is it about the money? Is it the amount of money? Is it the down payment on the plan? Is it how we're financing it? Is it how we're working with you on it?" What do you think the spouse would say?

Now, see, here's the cool thing. You're actually finding their objections. This patient is telling you their objections because you don't know. They don't know what the spouse is going to say. They have no idea. But they're internalizing what they think the spouse might say to reaffirm their objections. It's really incredible when you start to think about some of these things. So you're using the spouse as kind of a scapegoat, but you're really understanding their unspoken objections, what they are having problems wrapping their head around. And that's going to help you as you navigate through this.

So that's a good one with objection handling when it comes to the spouse, and I encourage you to just get really, really comfortable having one or two really good ways to navigate that spouse situation and get it conversational. This is the key with all this stuff is the more you practice this, the more conversational you get, the more comfortable you get, your vibration changes. We talked a lot about vibrational selling through these modules, understanding that you're truly there to help the patient. And when the patient respects that and they understand that and they go, "Wow, this person's really just trying to help me get on this path," the dynamics change significantly.

So your action steps in this video is to practice, drill and rehearse objection handling 10 minutes every day in your practice. Go over this with your assistants and your hygienists and have your hygienists record all the things that patients say that would be quote unquote, an objection. And you got to get very comfortable being in that tension. It's not natural. This is not something that you are naturally born to do. No one wants to do that. No one actually likes tension in the process. By default. See tension, we always try to relieve tension.

Dentists are bad at this, really bad at this. Hygienists are really bad at this as well because it's our natural state. We just want to help people. And so when we are in a tension-filled situation, what are we trying to do? We're trying to relieve that tension. But you have to understand that that tension is there for a purpose.

There's a great article that I take my clients through for thinking into results and the article is called The Common Denominator of Success. And it comes down to this idea that successful people are willing to do things that unsuccessful people aren't. And one of the reasons that most people are not successful in selling, is they don't like to talk about stuff that people might not want to talk about. That creates tension. If you're saying, "The current path you're going is not leading you to health. This is what we're going to do to correct it." That could be a little bit full of tension and very uncomfortable because you're asking somebody to change your course or direction, which is not the easiest thing to do.

And so as a dentist, you have to understand that by creating that tension, that tension is on the patient, not on you. And you have to learn to embrace that because on the other side of that tension, if you can get them past the tension, they're going to be taking life-changing action. And that's important.

So the third thing I want you to do is do the always a great challenge for 24 hours. Always agree with everyone you're in contact with. See if you can do it. I learned this from Grant Cardone and I loved it. I love the challenge because always agreeing is just saying, "You know what? You're totally right. I understand completely." And then you address the problem. So you don't get confrontational right away if something's not going your way, you always agree. And just try that. See how that works. And it's going to make you very aware of how confrontational it can be, even if you're not quote unquote confrontational. This idea of needing to be right versus always agreeing first. You've got to always agree in the sales environment. It makes your life so much easier.

Hopefully you got value out of this video and I'll see at the next one.