BUSINESS & PRACTICE DEVELOPMENT This happens all over the country, every day, in most offices and with most TC’s. Most likely even yours! With this method you shouldn’t expect a lot of same day starts or a high case acceptance. In fact, Dr. Jamie Reynolds in a February 2017 article on Orthopundit showed us that when a patient does not start treatment on the same day, the likelihood of the patient starting treatment at the practice reduces by 20% the moment they leave and subsequently declines to about 50% over the first two weeks.
–––––––––––––––––– “Trust is a powerful word and we have found it to be the single best thing on which to focus the entire consultative process." –––––––––––––––––– Fortunately, asking for the sale is the easiest way to increase your same day starts and your subsequent case acceptance…and it’s free! It takes no training, no extra effort, and can make you millions more over the next few years. There are many different ways that you can ask for the sale. However, I learned our most impactful closing phrase from
a successful HVAC business owner I know. He teaches his technicians, after completing a bid, to simply ask the customer, “Will you trust me to take care of this for you?” HVAC jobs and Invisalign treatment have a remarkably similar sales process. Many patients “price-shop” and collect “bids” at consultations. Unless you can stop the sales process sooner by producing an immediate decision from the patient, they are much more likely to end up at Dr. Competitor across the street. So, because we understood the similarity of the process, we just borrowed the idea of “will you trust me?” Trust is a powerful word and we have found it to be the single best thing on which to focus the entire consultative process. Once we have adequately built rapport with the family and clearly expressed our practice’s value proposition in terms of the family’s desires, we ask for the sale using four magical words.
“Will you trust us?” “Will you trust us to get started with Sally’s care today? …silence… …” Boom! You just boosted your case acceptance significantly!
It’s just BUSINESS
You will close more cases if you are the one asking for the sale, doctors. You can teach this phrase to your TC’s, but if “working smarter not harder” is your motto, don’t rely on your TC. By asking for the sale yourself, you don’t have to wonder if it’s being done correctly once you leave, and you will have the advantage of asking for the sale from an authoritative position. If, however, your practice has scaled past your ability (or desire) to go in every consultation appointment, this is a crucial phrase for your TC’s. When you and your team master the concept of asking for the sale, your practice will be leveraging one of the easiest and least expensive (free) practice growth hacks imaginable. Case acceptance is largely tied to same day starts, and you can dramatically impact your same day starts by asking for the sale. “Will you trust us to get started with Sally’s care today?” Practice the phrase in the mirror tonight. It will sound a little funky the first few times, but you will get used to it. Once you systemize it into your exam flow, you will never have to think about it again. Master the “ASK!”