Lesson #1: CORE Lesson #1 – The Second Sale
About This Lesson
Instructions coming soon..
- Revisit every part of the delivery of care for your new patient. List items that you would like to improve and action steps to improve those areas.
- Create a strong Referral system and make it a team habit to ask for referrals everyday!
Hello. Welcome back, everybody. This is Dr. Steve Schluentz, and I can't believe that we are on to module number eight, which is all about delivering the promise. So we've done all of the "hard work," getting the person ready to move forward. They're into full-time care, whatever that looks like in your practice, and now, this is the part that most people miss, but this is actually the most important part because this is what's going to set your business up for success and your practice up for success for years and years to come, and it's all about delivering the promise.
Until you get to this stage, it was all about helping the patient see what health and disease look like or going through the full-mouth reconstruction, whatever that look like, and you've got the financial commitments, and you locked down the commitment, and you're really excited. Now, it's about the work. It's about the fun part and the process that's in place to make sure that this is a successful transaction, and so what we're going to talk about in this video were the six tenants of delivering the promise.
We're going to talk about the second sale, passing the baton, the pyramid plan and team involvement, follow-up for patients with team and doctor, office consistent with the promise, and the Blue Ocean Office Manual creation. We are going to be talking about the second sale today, and you might be asking, "What is the second sale?"
Now, in sales in general, the second sale could be the sale right after the initial sale. The upsell, if you will. That's not what I'm talking about here. What I'm talking about is reselling this patient on the first commitment or decision they made, which was coming into your practice, going through treatment with you. The second sale is the delivery on what it is you promised, right? It's all about delivering the promise.
The sale is not complete when the patient has paid and is ready to get started. That is just the beginning of the sales process. Do not misconstrue this. This is... You've just started, really. You haven't even done anything yet. Now, you're doing the real work. Now, it's about the delivery of that promise. This patient came to you for a reason. They are looking for you to do their dentistry and be your dentist, and they're looking for your dental team to be their dental team. In my opinion, the second sale, actually delivering on what it is that you promised this patient, is the most overlooked aspect of the entire process, and everything the office does needs to reinforce off the vision and the promise you made to the patient. Okay?
One of the things that a lot of dentists talk about is, "How do you differentiate? How do you become unique in the marketplace?" A lot of dentists that I've talked to talk about really pleasantries. Right? Moist towels, warm moist towels, and hand massages, or whatever. These things are all great. Listen, I'm not saying that they're not great, but they don't truly differentiate yourself in the marketplace. I know probably 300 dentists that I've talked to that do that, so that's not truly unique. That's not different, and so you want to be thinking at what did you actually promise this patient, and then how do you deliver on that promise?
I'm talking about, what is the core philosophy of the practice? How do you deliver that over, and over, and over? I'm telling you. When you start to dig in and say, "Well, what do we really do? What is the point of this practice? Why are we here? Who are we serving? How are we serving them, and how do we best serve that ideal patient?" Right? Go back to the first few modules we went through, and with the vision and clarity module, it was, "Who is the ideal patient, and how are we best helping this ideal patient?" Go back to that and then think, "How do we deliver that over, and over, and over again?" Okay?
When you make sure that this is on point, you can start asking for referrals, reviews, and ratings, and make sure you have a referral system in place. You've made the sale. Now, you are working on delivering what it is you're trying to do to the best of your abilities, and then you're going to start asking for referrals, and reviews, and ratings because now, internally, you're where you need to be in order to "scale your practice." Right? You can repeat this process over and over, and you know that if you ask for referrals, they're going to get the same experience as the person that was just in the practice.
There is nothing worse than if you ask for a referral, and this person was completely blown away by what you guys do in your practice, and then that person refers someone in, and that new patient gets a totally different experience. You're going to have problems because the first one's going to go, "Wasn't that amazing?" and the second one is going to go, "I don't know what you're talking about. I didn't get any of that."
See, that sets up conflict for both people. It sets up conflict for the first person because they go, "Really? You didn't get anything? That makes me feel a little bit weird about what it is I got and why I got it," and then the second person is going to go, "Well, what you got sounded amazing, and what I got was not anywhere close to what I expected." It could have been equally amazing. It could have been more amazing, but it didn't meet the expectations of that second patient.
This is so vital guys, so you have to have a process that's repeatable and it happens over, and over and over, and then you can have a referral system in place. I talked about the Sandwich Technique, but basically, anybody who compliments you, "Man, that was amazing. Thank you so much." You say, "Listen, I really appreciate that you had a great experience here, and we truly believe that we want to help our patients get as healthy as they want to be. And if you know friends or family members that you think would benefit from this exceptional care, we would love to see them. We'd love to take care of them. Do you have anyone in mind that you think would be a great fit for this practice?"
That's asking for a referral, and it's a Sandwich Technique because basically they compliment you, you compliment them, and then you ask for a referral. Right? Very, very important. Get used to asking for referrals. Now, as a doctor, this is actually very, very difficult, but your team should be great at asking for referrals. They should be asking everyone for referrals all the time because that truly is how this practice goes, and you see what I said at the very end. "Who do you know would benefit from this type of care?" Not, "If you can think of anybody, send them our way." That's actually a very open-ended thing that almost never gets acted upon, but if you ask for a specific name, "Who do you know that you think would benefit from this type of care?"
Now, you basically locked them into talking to that person about what it is you do. They say, "Oh my gosh, my cousin, Jodi. She has the same TMJ pain, and I really want to send her here and see what can be done for her." "Great. Here's a referral card, right? I would love to see Jodi. Thank you so much for making that referral for us." So casual. Do it. You have to do it. You have to get... Stop thinking about you all the time. Stop focusing on you, why you feel uncomfortable. Listen. If Jodi needs help, have Jodie get help. Right? Stop thinking about you. Start thinking about Jodi. "Man, Jodi is out there. She's looking for help. I want to be able to help her. Let's get Jodi in here." Right?
Go through the new patient process as a new patient would. Break down every component of the new patient experience. When I do a team workshop, when I go out to the practice, it's one of the first things I do. "I'm going to come in as a patient. I want you to explain your entire process to me. Where do they go? Where do they go next? Who's meeting them? Who's talking to them? How long are they here?" All of those things. "As a new patient would, they go to the bathroom first." "What's in the bathroom?" I want you to be thinking about how are you delivering your promise now. Okay?
So action steps for this video. One, revisit every part of the delivery of the care for your new patient. List items that you'd like to improve and action step to improve those areas. Be ruthless on this. You're a new patient. You're going through this new patient process. What's good? What's not good? What needs improvement? Then, go take some action steps to improve those areas, and then create a strong referral system, and make it a team habit to ask for referrals every day.
Listen. If you do these two steps, you will be amazed at how fast your practice grows. These two steps. Make a commitment to the referral system. Not just write one out, but make a commitment to it, and then revisit every part of the new patient experience, and how can you improve certain aspects of your new patient experience? If you do these two things, your practice will grow literally overnight. Hopefully, you got value out of this one, and I'll see you at the next video.