Welcome, welcome, welcome everybody to Top Line Live at Five. My name is Brian Devine here with Top Line. And today, let’s talk about something that most dentists, orthodontists, chiropractors don’t like to talk about and that is salesmanship in your practice. And the reason that this has come up for me lately is because we’re in the process of having our basement done and we’re putting in an office and all kinds of stuff and that means that we are meeting with lots and lots of sales people.
Now, obviously there’s sort of one overall company that’s doing most of the work, but what’s nice about working with this particular company is that they’re letting us kind of control different items and really get everything that we want. Well, what happens is we end up talking with sales people whose job it is to basically make us feel good about what we’re already going to purchase. They know we’re going to buy it, so they really just have to come in and help us order.
And what’s amazing is that you’ll find some that are phenomenal, like they come in. They obviously enjoy what they do. They make you feel good about what’s going on and you can’t wait to purchase from them even though essentially they have the order. They don’t really have to do anything other than write it all down and leave and then you have others that come in and seem almost annoyed that they have to talk to you. They use terms that you don’t understand, so you’re constantly asking questions. What does that mean? I don’t know what that is, and you start getting confused and these are really simple things and you start to feel uncomfortable.
Now, because I’ve been doing this now for the last few weeks, it’s really been kind of hitting me that most of the most practices, they don’t think about salesmanship.I’m on the doctor. You’re the patient. I’m going to tell you how something should be and you will then do it because that’s pretty much how it’s supposed to go. Well, then in today’s world, that’s not how it goes and what happened was just very recently we had a sales person who had the business blow it and they blew it so bad. I am actively finding other solutions. It’s going to take me a ton of time, but I just can’t. I just can’t do it. I can give them the business because I was. I was so uncomfortable. I didn’t enjoy the process and I’m not going to order from them, and it sort of hit me that that can happen in a medical office, in a dental practice, in orthodontic office. Chiropractors, you name it. That can happen there as well, and it doesn’t take much to change that so that you create this really great experience.You think about the choreography of how you present your findings of how you present what it is going to take for that patient to get what they want and that’s salesmanship. Now, if you hate the word sales, call it something else, but its salesmanship, my days of being in the field and going in and out of hundreds of offices.
One of the things that I would do if I ever did a lunch and learn where I was teaching, how to use some of the services that we provided, I would always go around and I would say, I want everyone here and we’re talking. This is doctor staff, everybody there. I want everyone to raise their hand that is in sales and I would. I would preempt the doctor and let him know that he met Suzanne or she better raise their hand because that’s what we all are doing.
We are selling what we have and what we do and if you hate the word sales, call it something else. Call it experience generating. I don’t care. As long as you understand the fundamentals here is that you’re creating an experience that you are helping somebody get from where they are to where they want to be and then doing it in a way that’s nice, smooth, comfortable and appealing and it’s really hard to do. If you’d like to get more information about salesmanship or creating a wonderful experience, I’d be happy to talk to you about it. It’s one of those things that years ago I spent so much of my time doing that. I’ve kind of forgotten to talk about it, so we’re probably going to talk about on a few more times on Top Line Live at Five because it is so vitally important when you have an opportunity, whether it’s the phone call.
That first phone call is probably the most important thing that you can do on that first phone call is to make that person feel important. What do we do? We say the name of the business, please hold. You just blew it, right? Right off the bat, you’re starting out an adversarial position. So, there’s all these little things that can happen and when you know as a team, as your whole practice grows, when you will know that every interaction you have with your patients is essentially a, an opportunity to create a sale and that sale. It doesn’t have to be monetary, it can be that you sold them on the idea that you care and it’s not that I’m saying sales is bad and you have to convince people things that aren’t true. Know you care, but people don’t know that, so let them know that and sales and those skills to be able to speak honestly and truthfully and eloquently. Those skills help make people feel what’s true, which is that you do care and you want what’s best for them.
I think that’s enough for today, but I really want to hit that home that don’t let sales, the word sales or salesmanship scare you off. When you have a patient in front of you that needs what you can offer, it is doing them a disservice to blow it, to just wing it or to. Here’s everything that you need and this is what it costs. Thanks so much. When you let that go, you’re letting down that patient, so I don’t want you to do that. I want you to do everything you can to make sure they know exactly what you are offering, why are you are offering it, and then why you want it for them. I hope that covers everything. Let me know what questions you have. I look forward to seeing you next time on Top Line Live at Five. And that’s it for me. Bye for now.