Hurston Anderson

Their "Practice Management Cookbook" is used daily on five continents as a reference for dental practice management including samples, job descriptions, letters, etc. "The Protocol Series" (Hygiene, Financial Management, Scheduling, Team Building, and Marketing) are used to establish written protocols in key areas. "Dental Wisdom" is a 12 page monthly newsletter with discussion of each protocol area and in-depth case studies. For more information, fax 501-223-8557 or e-mail Wisdom@mail.snider.net.

In almost every facet of human endeavor we are faced with situations which require some need to inspire others to do as we feel they should. It may be convincing children that Wal-Mart polo shirts are just as acceptable as Izod; it may be gaining support for a church building issue; it may be convincing the policeman that you'll never again roll through the stop sign; or it may be gaining acceptance from a patient for specific treatment. While certain individuals are dubbed "Salesmen/Saleswomen" due to the nature of their primary daily activities, all successful people utilize the same techniques and approaches.

Part of the issue is that there is a negative connotation to selling, as if it requires dishonesty or deceit. Having managed many, many salespeople, and having been one myself, I feel completely confident in stating that good salespeople rely too heavily on references and follow-up sales to be deceitful. Now, a few situations exist in which "relationship selling" is not necessary, of course. In these areas you see more of the dishonest "bait and switch," foot in the door, fast talking sales approach.

This, of course, does not work in dentistry, nor in other areas where there is a need for a long-term relationship with a patient/client, including management consulting. In "relationship selling" it is essential to be exceedingly honest and forthright, so trust is built and maintained. Each person is like a human lie detector. If we are not being honest, the bells go off in their heads. In fact, people are so inundated by sales spiels that they are a little overly suspicious anyway. As I have said hundreds of times to salespeople, "Stick with the truth. If you do not believe in your product/service, don't try to sell it. Selling something you do not believe in is dishonest." My hope is that all dentists and members of dental staffs believe in having a healthy mouth, keeping teeth for life, and regular preventive dental hygiene. If that is a problem, it is time to consider a career change.

Deeply believing in dentistry, sincerely caring about the patient's health, and diagnosing properly are still not enough in some cases. As a society we are pummeled from all sides with hype about any number of things we could spend our money on. The insurance agent really believes we should have more insurance, the stock broker has a once-in-a-lifetime opportunity, the new cars are safer, the house is in a changing neighborhood, carpets are wearing thin, etc. People have to prioritize spending. For most, the priorities are set by what seems more urgent at any particular time. For most dental patients there are always many important things for which to spend non-budgeted dollars. And frankly, very few families budget for dentistry beyond the semi-annual cleanings (hopefully that, at least) -- unless there has already been a case presented for long-term treatment which seemed appropriately urgent at that time.

How do we bring our patients to the understanding that their dental needs should be prioritized higher? How do we instill an appropriate "sense of urgency" in our patients minds? There are positive ways and negative ways (which is another entire article). However, never forget that dentists are considered to be among the most trustworthy individuals in western society. If you honestly believe in your diagnosis and clearly discuss real options with patients, they are inclined to believe you. That doesn't mean that every patient will agree to a $15,000 cosmetic case just because you think it would be best. Most people have realistic limits.

The first objection from everyone, regardless of price and product/service, is they cannot afford it. This is sufficient to discourage more than 90% of dentists, yet it is true only 13% of the time. The real issue, in most cases, is the patient does not feel there is sufficient urgency to re-allocate dollars to their mouths. And frankly, if there isn't, they shouldn't. However, the dentist should not make the financial decision. His/her job is to present the true facts with the true urgency and his/her best option. If there are real financial considerations and the dentist can propose a less ideal but still clinically responsible alternative, then that should be offered. But, presenting the less ideal treatment first because it seems the patient cannot afford the ideal, is not fair to the patient. That is making financial decisions for others who have the right to decide for themselves. Patients enter a dental office for dental expertise, not financial planning expertise. How many patients leave the office after saying they can't afford treatment and get into a brand new car/truck?

Patients are setting priorities about new purchases and other spending all the time. By communicating, or selling, the urgency and importance of their treatment, dentists can help patients make dental care a priority.