I do not watch a lot of television; however, being a huge football fan my television stays on more often than not these days. I love watching the game, and it really does not matter who is playing. I just want to watch a good game. It is, therefore, inevitable that I am going to watch a few (cough, cough) commercials. My favorite commercial has a famous actor touting the many benefits of his credit card and ends with him asking the thought-provoking question “What’s in your wallet?”
The spokesman is confident in what he is telling us. I honestly believe that he not only has this credit card, but he sincerely believes that it is the best one out there. When he asks the question “What’s in your wallet?” I am tempted to go see if I am carrying one of these credit cards. His compelling pitch stirs an emotional response in me to want what he is selling. That is awesome salesmanship.
This dynamic commercial reminds me of how important it is for us to not only believe in what we are selling (and yes, we are selling), but also deliver our product in such a way that makes our patients believe in it and want it too. How do we accomplish this? It’s quite simple, really. You believe that your dentist and dental team are the best, and then you demonstrate to your patient “what’s in your wallet.” What I mean is show the patient what makes this an exceptional practice and why they should want to be a part of it. Here are a few tips to effectively demonstrate “what’s in your wallet.”
1. Greet each patient with a smile and friendly hello. Whether it is a phone call or a patient coming in the door, never fail to give a hearty welcome to everyone who visits your practice. It shows that you are happy to be there and happy to have them join you.
2. Engage patients in active conversations and truly listen to their questions and concerns so that you can address each one with a personalized response that includes how your dental team can help. This eliminates fears and doubts about recommended treatment.
3. Give patients a tour of the practice to help put them at ease and be relaxed. Encourage them to ask questions and treat them like friends who have come to visit. Everyone likes to feel like they are a part of something special; show your patients that you are glad they are there.
These three simple steps are just a few of the many ways to show our patients how important they are, not only to our practice but to our team too. Not all dentistry is emergency treatment, and we must be willing and able to sell recommended treatment. A great way to do this is to show patients “what’s in your wallet”!