Three more case acceptance myths

Myth four – You must talk a lot

So many dentists blather on endlessly when explaining treatment to patients. They must think that if they can just say enough and explain enough then the patient will understand and accept treatment.

My experience is exactly the opposite.

Patients don't want to be bombarded with information. They want the right information presented to them in a manner that is clear and understandable. Giving them the technical details behind treatment seldom helps. In fact it often confuses them.

Imagine if you needed a surgical procedure. Would it help you to know exactly where the surgeon was going to cut and what the surgical materials were made of? Yet many, many dentists give their patients that level of detail.

Patients should be on a "need-to-know" basis. If they don't need to know something then don't tell them.

[BTW, I am definitely not saying to withhold necessary information!]

Myth five – Ignore the word "no"

A classic piece of sales advice is to ignore the word "no". They say that if you hear it just keep talking and eventually you will get to "yes".

That advice might be right in car sales – you maybe get one chance at the customer and if they don't buy you miss out. But in dentistry that advice is definitely non-helpful.

The worst thing you can do is to lose a patient from your practice. Once they're gone, they're gone forever. Anything that is pushy can risk losing a patient. Therefore care is needed.

If a patient says "no" to treatment the best thing is to pack your tent gracefully, take the pressure off and maintain them as a regular client. After all, the fact they said no to treatment today does not mean it is no forever. But if you pressure them you may lose them.

Myth six – Use their name often

Sales trainers say that the sweetest sound to a customer is their own name. Therefore, they say, you should use their name often.

"Hello John. How are you today John? What are you up to on the weekend John?"

This tactic leads on to a very artificial sounding conversation where you are obviously not truly sincere.

Patients appreciate sincerity. Anything that is used artificially in your communication will not work well. By all means use their name when you greet them but after that talk naturally. Don't feign interest in them to try and ingratiate yourself.

And, by the way, don't just assume that with older patients you can automatically use their first name. It pays to ask.