How do dental practices stand out from the competition in a fiercely competitive marketplace that’s becoming more crowded by the day?

Join Prav for an in-depth discussion of defining and leveraging your clinic’s unique selling points to design unique, memorable customer journeys and stand out from the competition.



In This Episode

00:01:30 – TCO training—evolution and adaptation 

00:09:00 – Creating unique patient journeys

00:17:25 – USP examples

00:20:30 – Leveraging USPs

00:26:15 – Consultation to closure

00:32:50 – Journey mapping and refinement


About Prav Solanki

Prav Solanki is a marketing scientist and dental growth specialist who has supported countless dental professionals and organisations to achieve stellar growth.

He is a co-owner and director of IAS Academy and founder of The Fresh, the UK’s leading dental growth and marketing agency.  

His latest project, Leadflo, is described as the world’s most advanced CRM for dental clinics.

Prav Solanki: You know, what can we do to get this patient over the line? Don’t tell them to go and think about [00:00:05] it. If they tell you they need to think about it, then that’s our opportunity to [00:00:10] ask them, okay. While you are going to think about it. Prav is there anything that I haven’t mentioned [00:00:15] today that’s going to help you make that decision? I feel like perhaps I’ve not explained myself [00:00:20] clearly, and that’s why you do need to go away and think about it. Is there any other information [00:00:25] I can help you with that is going to help making that decision a lot easier. [00:00:30] Have that conversation while the patient’s in. So you given the treatment plan [00:00:35] they take it away. You follow up that treatment plan. How long do you follow it follow [00:00:40] it up for. Are you following up for a minimum of two years? If they don’t go ahead, at what cadence [00:00:45] and frequency are they? Are the follow ups. What type of communication channels? Email, text [00:00:50] message? What are we using here? And then are you utilising technologies [00:00:55] such as loom to send them a summary of that treatment [00:01:00] plan in a video format best delivered via the clinician elevates your conversion [00:01:05] rate ever so much.

[VOICE]: This [00:01:10] is Dental Leaders. The [00:01:15] podcast where you get to go one on one with emerging leaders in dentistry. [00:01:20] Your hosts. Payman Langroudi [00:01:25] and Prav Solanki.

Prav Solanki: Hello and welcome to the Dental [00:01:30] Leaders podcast Prav Solanki here. And this is going to be another [00:01:35] solo episode, and I’m just back on [00:01:40] the Monday morning after my TCO course that I’ve just delivered for [00:01:45] IIs Academy over in Surrey had around 21 delegates [00:01:50] there, and I always learn stuff when I deliver a course. [00:01:55] I also change every course as well. You know, um, what I taught [00:02:00] on the TCO course last year is, is different [00:02:05] to what I taught this year, and the core fundamentals of it were the same, but [00:02:10] it was different because I get new ideas, I speak to more practice [00:02:15] owners, I learn about the little problems and nuances that they face. [00:02:20] And then as a consequence of that, I switch up my content and I’m terrible [00:02:25] for it. So I’ll give you a simple example. I was [00:02:30] on the train on my way to Weybridge the night [00:02:35] before the course. My presentation from last year was done, [00:02:40] so I could have just rocked up that morning and delivered the course, [00:02:45] but I had an idea that popped into my head how could I sell [00:02:50] dentistry? Or how could I explain sales in a [00:02:55] different way, in a way that my delegates would find it easier to [00:03:00] understand? Anyway, an idea popped into my head and I thought I could do it using [00:03:05] the analogy of supermarkets, baked beans, and commodities. [00:03:10] So I changed my. I changed like 30% of my presentation. [00:03:15] I changed the overall theme of my presentation and hence [00:03:20] changed the whole course.

Prav Solanki: Was it better 100%? Did the [00:03:25] delegates understand more? Absolutely. Did the delegates engage more? [00:03:30] Without question. Was it worth me staying up all [00:03:35] night to do that, waking up at five in the morning to finish the presentation [00:03:40] off and then deliver a presentation that I wasn’t quite [00:03:45] sure how it was going to go because it was a new idea and I hadn’t run it past anyone. It [00:03:50] was a risk, but well, well worth it. And the purpose of today’s podcast [00:03:55] really is to just, I guess for those out there who are [00:04:00] sort of professional speakers or getting on that speaking [00:04:05] circuit, I think one of the things and I can’t speak for everyone. Right. But one of the things [00:04:10] for me, I think it’s a bit like a woman going to a party. [00:04:15] And hasn’t got a new dress to wear. Right. If I’m delivering [00:04:20] the same presentation a year later, six months later, I want [00:04:25] to make sure that I’m bringing something new to the game, right? If you’re going [00:04:30] to a party and you think, flipping heck, everyone’s seen this dress or everyone’s seen this outfit, that’s feedback [00:04:35] I get anyway. Might be completely wrong. I need to go out and buy a new this, that and the other right? [00:04:40] And I think the same comes to me when I’m presenting content. [00:04:45] I don’t want to present the same stuff over and over and over again.

Prav Solanki: And bearing [00:04:50] in mind I’m learning from practices every day, I step into one practice and learn about a [00:04:55] problem that didn’t exist. I fix that problem and I bring that to the surface, right? I [00:05:00] walk into another practice, and perhaps I figure out a different way of solving [00:05:05] the same problem, or they have different HR nuances, or they have different marketing [00:05:10] challenges or patient communication challenges. Right after having been [00:05:15] in this game for 16 years, I am learning new shit every [00:05:20] single day, and I believe I should be bringing that to the forefront of my [00:05:25] content. And a lot of speakers that I see do the same thing, right? A lot of speakers that I speak [00:05:30] to try to bring new material to the table, and that in [00:05:35] itself is a bit of a challenge. Right? So later on this year, next month, [00:05:40] I’m delivering a one hour session for Clearcorrect [00:05:45] at the Millennium Point in Birmingham. Right. Probably the best [00:05:50] place I’ve ever spoken at as a venue, but I’m there for the [00:05:55] second year round. I can’t just rock up and deliver the same stuff I could and I [00:06:00] could get away with it, but I’ve got to bring something new to the table, I really do, and I [00:06:05] think that’s, you know, that’s one of the challenges that we face as speakers. [00:06:10] But I think also as practices. Right. And I want to I’m going [00:06:15] to share some stuff from my own course content. Because this [00:06:20] is about bringing something new to the table, which is when it comes [00:06:25] to selling dentistry.

Prav Solanki: Selling your treatment or [00:06:30] selling your service. What’s really important? Is [00:06:35] that, however you articulate that, that you stand out. And it becomes [00:06:40] more important, bringing something new to the table when everyone else is [00:06:45] doing the same shit. And what I mean by that is the fact that [00:06:50] dentistry is becoming more and more and more commoditized as [00:06:55] life goes on, as time goes on and people are reinventing the wheel, right? Just [00:07:00] to stay ahead of the game, I’m going to give you a couple of simple examples. Clear [00:07:05] aligners. Invisalign. Clear. Correct? Sure. Smile. Spark. Call [00:07:10] it what you want. It’s a piece of plastic that you stick in your teeth. It straightens your teeth [00:07:15] and helps patients go from crooked and gappy to straight. It’s as simple as that, right? [00:07:20] But the problem is it’s being treated like a raw material at the moment, [00:07:25] like like a pure commodity. And part of it is our fault [00:07:30] as marketeers and our fault as practice owners, because we’re trying [00:07:35] these little creative strategies to say, hey, come to my practice [00:07:40] for Invisalign, or come to my practice for bonding, or come to my practice for implants, [00:07:45] right? And marketeers like me are tasked with doing things differently, doing [00:07:50] things more creatively, changing the game or whatever it is. And we are all [00:07:55] fighting for the same patients. But what are we selling that patient? And this is where my [00:08:00] concept of baked beans came into my TCO course.

Prav Solanki: Right. Because I’m going [00:08:05] to share some of that content. Now imagine you went and bought a tin of baked beans [00:08:10] from Harrods, or you bought a tin of baked beans from Tesco, [00:08:15] or a tin of baked beans from Aldi. And let’s assume for argument’s [00:08:20] sake, all three places sell Heinz baked beans. [00:08:25] Yeah, you crack that tin open, you are getting exactly the [00:08:30] same thing. It’s a commodity, right? Stick it on your toast. It’ll [00:08:35] taste the same. But why would somebody pay more at another place? [00:08:40] Right? It’s the process. It’s the experience. It’s what you do with [00:08:45] those beings. It’s the nuances. And that’s the same with your practice. [00:08:50] Because now patients think that when they buy clear aligners, they’re just [00:08:55] buying a product and they’re not buying the service that comes along with it. [00:09:00] And so if somebody wants straight teeth and let’s not beat around the bush, Invisalign [00:09:05] is the premium or leading brand in the world. So let’s say a patient wants [00:09:10] Invisalign. So they look online. They see your practice, someone else’s practice, and someone else’s [00:09:15] practice. But the end result is a piece of plastic that comes from a lab in the States, or wherever [00:09:20] it comes from. It gets delivered. You chuck it in your mouth, change it every couple of weeks. [00:09:25] End of the treatment. You’ve got straight teeth, so why should they pay you £1,000 more [00:09:30] than the next guy down the road? Right? And especially [00:09:35] when there’s so many open days and offers out there at the moment, it becomes [00:09:40] a challenge.

Prav Solanki: And so Invisalign is becoming a commodity. Do you know what [00:09:45] patients are doing now? And this didn’t happen? Well, it did, but not [00:09:50] as much, right? If I wind the clock back, a even just 18 [00:09:55] months patient would pick up the phone. They’d have a conversation. Interested [00:10:00] in Invisalign changing my teeth? You’d have a little bit of a conversation about them, as [00:10:05] you know. How long have they been thinking about it? Why now? How has it impacted [00:10:10] your life? What does sunshine and rainbows look like? And give them some good [00:10:15] news that you can help them get there. Offer a complimentary consultation. Get them in with a clinician [00:10:20] or a TCO. Sell them the dream. Take a deposit. Rock and roll. Right? Maybe the finance [00:10:25] conversation is pay up front. Get a bit of a discount, give them a bit of finance. Whatever it is, get [00:10:30] them over the line done and dusted. What happens now? That same patient is [00:10:35] calling half a dozen practices, getting some quotes, getting [00:10:40] some ideas, and then what they’ll do is they’ll book 2 or 3 consultations [00:10:45] and then they’ll make a decision. And so part and parcel of what I teach [00:10:50] on my course is how do you make your experience memorable, [00:10:55] how do you stand out and how do you connect with [00:11:00] that human being.

Prav Solanki: And so the first part, honestly, the first part about this is [00:11:05] it’s mindset and it’s about human connection. It really [00:11:10] is about that human connection. And what I mean by that is simply this, [00:11:15] that as practices, as clinicians, as [00:11:20] CEOs, as salespeople, we’ve started to look [00:11:25] at human beings as objects. So instead of referring [00:11:30] to them as patients or as human beings, we’ve now started using language [00:11:35] like leads cases, aligner cases, [00:11:40] numbers fits. Right. So I want 25 [00:11:45] Invisalign cases. We’ve got 55 leads. We’ve got this [00:11:50] many numbers. Our conversion rate on Invisalign patients. Yeah, I [00:11:55] had five consults this morning and got three three of those leads converted. [00:12:00] And we often forget that behind every single one [00:12:05] of those patients that we’re seeing. And I think it’s important to step back to this. There’s a human [00:12:10] being and that human being. Has a [00:12:15] story, and that human being story is different from the next lead [00:12:20] and the next console. And unless we tailor our communication. [00:12:25] A follow up process and our conversation [00:12:30] around each human being. Someone else is going to snap that patient [00:12:35] up. So let’s let’s take patient. Let’s call him Steve. Right. Let’s take Steve. [00:12:40] And Steve calls three practices. He’s got crooked teeth. He’s [00:12:45] interested in Invisalign. And let’s assume he’s got somewhere between 3 to 4 [00:12:50] grand in his pocket. Got a rough idea of what Invisalign costs. And there’s a range, [00:12:55] but he’s ringing around because he wants the best deal, right? Because all he thinks is buying is a piece of plastic. [00:13:00]

Prav Solanki: So he rings. Practice A and practice A [00:13:05] says, yeah, absolutely. We do Invisalign. We’re well experienced. We’ve done loads [00:13:10] of these cases. I’ve got some before and afters. And Steve, if you’d like to book him for a complimentary [00:13:15] consultation, you can come in and see our TCO. No problem. [00:13:20] Steve says, let me think about it. Moves on to the next practice rings. Then [00:13:25] the other practice says the same stuff. But instead of saying you can book [00:13:30] in with TCO, says, oh, you can actually book in with the dentist. Who’s going to [00:13:35] do the Invisalign treatment? We don’t have a TCO here, so you can get straight to the dentist [00:13:40] and that’s going to be complimentary. So now what have we got? We’re [00:13:45] still selling tins of beans right? Heinz baked beans and one Heinz baked beans and the other. And [00:13:50] then the third practice, they call up and say, Steve, you’re in luck on this Friday, we’ve [00:13:55] got an open day. What that means is you can meet the dentist if you decide [00:14:00] to proceed with treatment on the day you get £250 off, we’ll throw [00:14:05] in some free whitening. Your retainers are covered, and we’ll also give you a hygiene [00:14:10] appointment all on us. And you get a small simulation, [00:14:15] blah blah blah blah blah. And Steve goes, wow, that sounds amazing. Absolutely. [00:14:20] Let’s get booked in. Now the other two practices have potentially [00:14:25] missed out.

Prav Solanki: Same service. Maybe your price point is similar [00:14:30] to what they’re offering on that open day. Right. And [00:14:35] so we’ve got to ask ourselves the question that are we doing ourselves enough [00:14:40] justice just on let’s just think about the phone call now, just on that phone call in [00:14:45] explaining to that patient what is on offer. If you offer [00:14:50] free whitening, mention it. If you offer retainers included [00:14:55] in the package, even if they’re not free, right included in the package, mention it because [00:15:00] you want to make sure that patients comparing apples for apples. And if [00:15:05] there are competitors offering or marketing open [00:15:10] days in your area, and you need to be sensitive to that, right. And perhaps [00:15:15] you need to bring that to the forefront of the discussion with the patient. If [00:15:20] you’re able to price patch, mention it. If you don’t compete on price, then [00:15:25] what are we going to do to add value to that conversation? [00:15:30] Right. I always say try and make that phone call as memorable as possible. [00:15:35] And this comes down to Usp’s, right? What [00:15:40] is it in your clinic that is different to the next clinic? [00:15:45] And so when it comes to Usp’s, what I’d like you to do is a little exercise [00:15:50] I’d like you to figure out in your practice what exactly [00:15:55] are your usp’s. Right. So perhaps pause this [00:16:00] podcast after this little statement I’m going to make and write down [00:16:05] what your points are, your unique selling points and propositions, and [00:16:10] then make sure your team on the telephone are able to articulate [00:16:15] these in a way that makes that phone call memorable.

Prav Solanki: So [00:16:20] how do we break down our usp’s? Let’s just stick [00:16:25] with Invisalign. And we’re trying to get Steve over the line, okay? How many [00:16:30] years have you been straightening teeth? How many cases [00:16:35] have you done? How many before and after pictures have you got? Have [00:16:40] you got those before and after pictures on your Instagram profile or on your website? Does [00:16:45] an automated email go out after they’ve sent an inquiry with you? Three best [00:16:50] before and after pictures on there that are not just retracted shots, but full face cases. [00:16:55] Have you spoke to that patient? And they’ve got a central diastema. [00:17:00] And have you got a central diastema case that you can send them the Invisalign has [00:17:05] fixed? Okay. So the first part of the USB write down how [00:17:10] many years of experience, how much volume and what have you got in [00:17:15] terms of evidence? Okay. What evidence can you show this patient [00:17:20] that we do Invisalign different and here are our results okay. [00:17:25] And it’s not a commodity. It’s about the end service. Next thing [00:17:30] if you’ve got any Google reviews, have you got any video testimonials that are [00:17:35] specific to Invisalign? Perhaps you can screenshot your Google reviews [00:17:40] and email them to Steve. If you’ve got a CRM system that [00:17:45] handles this for you, for example, Lead Flow, which is the one that we’ve [00:17:50] built, we we screenshot the the treatment [00:17:55] specific testimonials and [00:18:00] we automatically email them to the patient so they can see all the video [00:18:05] testimonials.

Prav Solanki: Now, even if you haven’t got a CRM system, go through that exercise [00:18:10] and email it to the patient. Send them a video testimonial of [00:18:15] a patient who you’ve taken that’s maybe sat on your Instagram page or sat on your website or SAT hosted [00:18:20] somewhere and show them examples of that. So that’s the next part, okay. Reviews, [00:18:25] testimonials and evidence. So write down all your usp’s regarding [00:18:30] that. Right? Have you got 500 plus five star Google reviews at the [00:18:35] practice? Have you been established 20 years you’ve been offering Invisalign treatment for the last [00:18:40] ten years, and you’ve completed over 600 cases, and you happen [00:18:45] to be recognised as a diamond, platinum, apex, [00:18:50] whatever provider it is. Okay, so whatever badges and awards [00:18:55] and stickers have you got? Have you won an award for patient care or for example, [00:19:00] you know, the whole apex diamond thing, whatever it is. [00:19:05] Okay. Often these awards badges and stickers just sort of remain in the [00:19:10] background. And even though we’ve got it plastered all over our website, we don’t [00:19:15] bring it into our phone conversations. And then your skills and approach. [00:19:20] Yeah. Have you got a slightly different approach to the way you do it? Do you offer something [00:19:25] like dental monitoring, or have you got a dedicated WhatsApp number [00:19:30] with the treatment coordinator? At any stage during your journey? You’ve got direct WhatsApp [00:19:35] communication with us.

Prav Solanki: If that is part of your process, explain it over [00:19:40] the phone that it’s slightly different here because patients do have problems and we’ve got [00:19:45] a dedicated WhatsApp number. Okay. In terms of the patient journey, do you offer convenience [00:19:50] evening appointments, weekend appointments? Yeah. Do we, um, carry [00:19:55] out remote reviews? So instead of you having to come in all the time, the dental [00:20:00] monitoring thing, we can do some zoom consultations. You can just pop in and pick up your [00:20:05] aligners. If everything’s tracking easily. We don’t want you to have to take time off work. [00:20:10] And we’ve made it really convenient. And then so that’s another set of USBs. [00:20:15] And then finally, what about the technology and the toys [00:20:20] that you have in the practice? Everyone’s got a scanner these days. Not everyone [00:20:25] talks about it. Yeah. We’ve got this amazing 3D scanning technology, [00:20:30] Prav. And when you come into the practice, what we’re going to do is we’re going to take a scan of your teeth. [00:20:35] It’s going to bring them up in 3D on the screen and right next to it, [00:20:40] it’s going to create an artificial intelligence simulation that’s going to show you how [00:20:45] your teeth are going to look. When they’re straightened. That’s [00:20:50] a really cool piece of technology that we’ve got. Okay, so perhaps you can talk about that. [00:20:55] And so let’s re-articulate everything. So we’ve just pause [00:21:00] the pause the podcast for now and just think about what your usp’s are, write [00:21:05] them down, go through that exercise with your team and go through [00:21:10] that exercise in relation to every treatment that you offer.

Prav Solanki: Implants, [00:21:15] Invisalign, general dentistry, restorative dentistry, crowns, [00:21:20] veneers, whatever it is. Hygiene. Maybe you offer [00:21:25] this air flow gbdt, warm water, all the rest of it. It’s [00:21:30] all good and well having this tech. But if you’re telephone team can’t talk [00:21:35] about in articulating in a way that the patients can understand, you’re missing [00:21:40] a trick because your patients won’t end up learning about it. So back to [00:21:45] Steve. Hi, Steve. So I understand your interest in Invisalign. Fantastic. [00:21:50] Well, you’ve come through to the right place in the local area. We are the most experienced [00:21:55] practice. We happen to have done over 400 cases in the last 12 [00:22:00] months. Our senior dentist, Doctor Solanki, has [00:22:05] been doing this for a long time. Um, and he’s earned himself a [00:22:10] flipping apex status, which means he’s one of the top providers in the whole [00:22:15] of Europe. But not only that, in addition to Invisalign, what he [00:22:20] also offers and I know you’re not interested in this, but he also offers fixed [00:22:25] braces. Now, for some patients who’ve got more complicated situations [00:22:30] where Invisalign can’t fix everything, we can do combination treatment if needed. It’s [00:22:35] on the table, so I suggest you come in and meet him. When [00:22:40] to send you an email with five Google reviews and a video testimonial with [00:22:45] Graham in there, who’s been through the same process, he’s got a gap in the middle of his teeth. [00:22:50]

Prav Solanki: You’ll see how we transformed his smile. Not an easy case, but he’s done loads of these, [00:22:55] so you’re going to be in the best possible hands. And with over 405 star Google reviews, [00:23:00] just take your time to read them. You can be rest assured you’re going to be getting the best treatment [00:23:05] and care now. Doctor Solanki skills and approach [00:23:10] to his Invisalign treatment are quite unique in the sense that once [00:23:15] you’ve had your teeth fully straightened, what’s going to happen is he’s going to do a little [00:23:20] bit of tooth contouring to just tidy up those uneven edges. And [00:23:25] that’s completely included in the price. And after treatment, once you’ve got these beautiful [00:23:30] straight teeth, we’re going to whiten them for you to whatever shade you want. So you’ll have [00:23:35] a perfect set of straight white teeth. And if you choose to do so at that stage, [00:23:40] we can also do some things with composite bonding, porcelain veneers and things like that. [00:23:45] And Doctor Solanki is an absolute artist when it comes to that. Now [00:23:50] I know you’re really busy and you’ve got you’ve got a really busy job, as you mentioned earlier [00:23:55] in this call. So we offer late Tuesday evening appointments. You can come in after work [00:24:00] and don’t have to take time off. And every other Saturday we’re open from [00:24:05] ten till four. So you can come in then as well.

Prav Solanki: But in addition to that you go [00:24:10] in to have Kerry’s WhatsApp number. Any issues, take a picture of your [00:24:15] teeth, WhatsApp it to us and you’re going to have direct line of communication. You’re not having [00:24:20] to wait to respond to emails or anything like that. And as you know, as I’ve told you, we’ve got the best [00:24:25] technology here, that 3D scanning technology, when you come in for your consultation, what’s [00:24:30] going to happen is we’re going to show you what your future smile looks like. And at this moment [00:24:35] in time, we’ve got a little bit of an offer on, which means the retainers at the end of treatment and [00:24:40] what retainers are for these little, um, there’s some additional aligners and the little [00:24:45] wire that goes along the back of your teeth. And after you’ve had your teeth straightened, what it’s going to do, it’s going [00:24:50] to keep them perfectly straight, because your teeth have a tendency to move back. And believe it or [00:24:55] not, Steve, about 50% of the patients we treat are because [00:25:00] they’ve been treated before. And either they weren’t given retainers or they didn’t wear them. But [00:25:05] we’re going to keep our eye on you for the next 12 months. So included in your package [00:25:10] is two six monthly check ups. To keep an eye on your retainer and make sure [00:25:15] your teeth are not moving. Now, I’d love you to come in and meet Doctor [00:25:20] Solanki. He’s offering a complimentary consultation. He can specifically scan [00:25:25] your teeth, show you what your future smile will look like.

Prav Solanki: And if you decide to go [00:25:30] ahead, then, as I’ve mentioned, you’ll get the complimentary whitening will throw [00:25:35] the retainers in completely free of charge included in the price, and we will get [00:25:40] you to that perfect smile on your wedding day where X, Y, and [00:25:45] Z. Right now that phone conversation is so much better [00:25:50] once you’ve layered in your usp’s, but you [00:25:55] can’t sit there and blame your receptionist for not using usp’s if [00:26:00] you haven’t delivered the training to them. So it’s our job as [00:26:05] clinicians, as associates, as practice owners to [00:26:10] educate our team on all the different usp’s that we offer. Whether you’ve just been on [00:26:15] a course, whether you’ve got postgraduate education and you’ve trained all over the world, [00:26:20] whether you’ve been on this course, that course or the other, whether you’ve got a specific gentle technique for dental [00:26:25] phobia or injections or whatever it is, you’ve really got to sell it to your [00:26:30] team members, but also go through a, you know, a role play exercise where those team members [00:26:35] not only know your usp’s, but know how to articulate them right. [00:26:40] And so let’s take Steve again. Let’s imagine you getting through the [00:26:45] door. But another two practices getting through the door. And he comes in for that consultation. What [00:26:50] does your patient journey look like. Okay. What does that confirmation. [00:26:55] Text message, appointment and email look [00:27:00] like? Does it tell him that you’re excited to see him? Does it show me before and after? [00:27:05] Is the text message personalised, or is it just a standard one that comes out from [00:27:10] Software of Excellence at Bentley or whatever practice management software that you’re using? [00:27:15] Is there a little phone call that happens prior [00:27:20] to that patient’s appointment, Steve’s appointment, saying, we’re really looking forward to meeting you. [00:27:25]

Prav Solanki: Do we ask Steve to send us a picture of his smile so that Doctor Solanki [00:27:30] can look at it beforehand and do some prep before he comes in to [00:27:35] do a simulation or whatever, right. Stick it in the Smile View software or something like [00:27:40] that, or use something like the airbrush app to do a, you know, a rough [00:27:45] simulation of what his future smile could look like in his face. Yeah. Is there anything [00:27:50] like that that goes on? And when he steps through the door, what’s that like? [00:27:55] How is he welcomed into the practice? Who goes out and collects Steve [00:28:00] from the waiting stroke reception area? Is it the clinician? Is it the nurse? What does [00:28:05] the power dynamic look like in that situation? All of these things [00:28:10] are part of your your patient journey that you could [00:28:15] differentiate yourself from the next practice. When they’re going in for a consultation, [00:28:20] they’re okay. When you talk about money, how is the treatment plan presented? What [00:28:25] is your posture in the room? How do you answer that? Patients questions? [00:28:30] Do you connect with them in a certain way? Do you find some common ground and some [00:28:35] personal information about that patient? Do you reiterate the usp’s [00:28:40] that that patient has shared with you? Your receptionist [00:28:45] has done all this hard graft to articulate a usp’s and get some information [00:28:50] from that patient.

Prav Solanki: Are you ignoring that, or are you using it again to reinforce [00:28:55] what they have said? And this requires, you know, good leadership and team communication [00:29:00] from you, between you and your team. And then the treatment plan, [00:29:05] how do you present that? Is it sent by email? Is it delivered [00:29:10] there and then in person? Are you getting some feedback from them on where they sit [00:29:15] in terms of price, is there any information you haven’t presented today that’s [00:29:20] stopping them from making a decision? Are you asking that patient head on, and are [00:29:25] you then letting them walk out of that door to go and think about? I think one of the delegates on the [00:29:30] course said that, well, I’m too scared to close the deal [00:29:35] here and now. So I suggest that they go away and think [00:29:40] about it. That actually forms part of the language and the presentation. Would you like to go away [00:29:45] and think about it? And that particular delegate is going to change their [00:29:50] approach and has actually promised me that what they’re going to do is be a little bit more [00:29:55] aggressive. Maybe aggressive is the wrong choice of word, but you know, what I mean is [00:30:00] more along the lines of, okay, Prav, now that I’ve presented everything to [00:30:05] you, what are we thinking? Where’s your head at now? Are we going to book in and [00:30:10] we’re going to go ahead.

Prav Solanki: Should we get your hygiene appointment booked in so we can get you started? You know, [00:30:15] what can we do to get this patient over the line? Don’t tell them to go and think about it. [00:30:20] If they tell you they need to think about it, then that’s our opportunity to ask [00:30:25] them, okay. While you are going to think about it. Prav is there anything that I haven’t mentioned [00:30:30] today that’s going to help you make that decision? I feel like perhaps I’ve not explained myself clearly, [00:30:35] and that’s why you do need to go away and think about it. Is there any other information I [00:30:40] can help you with that is going to help making that decision a lot easier. [00:30:45] Have that conversation while the patient’s in. So you given the treatment plan they take [00:30:50] it away. You follow up that treatment plan. How long do you follow it follow [00:30:55] it up for. Are you following up for a minimum of two years? If they don’t, go ahead, at what cadence [00:31:00] and frequency are the other follow ups? What type of communication channels email, text message? [00:31:05] What are we using here? And then are you utilising technologies [00:31:10] such as loom? To send them a summary of that treatment [00:31:15] plan in a video format best delivered via the clinician elevates your conversion [00:31:20] rate ever so much.

Prav Solanki: But a TCO can also do that. [00:31:25] And I think that’s the sort of the key things from my course that I delivered [00:31:30] this weekend always come back and reflect on my train journey. [00:31:35] On the way back at the top of my presentation, I create a new slide. And [00:31:40] that new slide has a list of bullet points on how I’m going to change the course [00:31:45] next time, what I’m going to do differently, how I’m going to present this differently, [00:31:50] so on and so forth. But, you know, I think the two most valuable [00:31:55] exercises that I think come out of my training [00:32:00] and sales training, whether I’m running my TCO course or doing specific trade sales training for people, [00:32:05] is this is mapping out your customer journey to the nth [00:32:10] detail. So step by step, there’s an exercise [00:32:15] that I get my clients to do and map their patient journey out separately. [00:32:20] So I’m going to end on this which is this become the patient. Set up a fake email [00:32:25] address but someone else’s mobile number in there. Make an inquiry. See [00:32:30] what sort of communication you get. See if you’re happy with the email confirmation. [00:32:35] You get the text message confirmation you get. So if you’re happy with [00:32:40] the follow up emails and the number of times if you’re happy with the response rate. The [00:32:45] conversation that happens on the phone. Become the patient. [00:32:50] Go through that process. Map the journey about out about what’s [00:32:55] happening now.

Prav Solanki: Don’t map out your future journey or the ideal journey. We all know what the perfect patient journey [00:33:00] looks like, but map out what’s happening and figure out what you need to change [00:33:05] to deliver a better service. Be, you know, communication [00:33:10] that helps you convert better. And I think that’s it. I think that’s [00:33:15] all I’ve got to speak about today, really, is I am incredibly passionate about [00:33:20] sales. I think sales is all about connecting [00:33:25] with the patient, meeting them where they are at in that in their journey, [00:33:30] really understanding them and articulating how you can help them [00:33:35] fix their problem in a really easy to understand [00:33:40] way. And finally, being mindful of [00:33:45] the fact that patients are always at some stage in [00:33:50] that decision making journey, and you’ve got to be sensitive to the [00:33:55] fact that they may not want to buy today or tomorrow, or in three months [00:34:00] or in six months time. And that’s okay, because [00:34:05] these patients will eventually go ahead with treatment. If a patient has come in with crooked teeth, [00:34:10] if they go away and think about it in 12 months later, they haven’t had treatment. [00:34:15] Guess what? They’ve still got crooked teeth, and at some point that pain will resurface. [00:34:20] And if you’re there waiting in the wings because you’ve been in touch [00:34:25] with them, you’ve constantly been communicating with them over the last two years, maybe [00:34:30] once every 2 to 3 months. Just keeping in touch. You’ll be first on [00:34:35] their list.

[VOICE]: This is Dental Leaders, [00:34:40] the podcast where you get to go one on one with emerging leaders in [00:34:45] dentistry. Your hosts. Payman [00:34:50] Langroudi and Prav Solanki.

Prav Solanki: Thanks for listening, guys. [00:34:55] If you got this far, you must have listened to the whole thing.

Prav Solanki: And just a huge thank you both [00:35:00] from me and pay for actually sticking through and listening to what we’ve had to say and what our guest has [00:35:05] had to say, because I’m assuming you got some value out of it.

Payman Langroudi: If you did get some value out of it, think [00:35:10] about subscribing. And if you would share this with a friend who you think [00:35:15] might get some value out of it too. Thank you so so, so much for listening. Thanks.

Prav Solanki: And don’t forget our six [00:35:20] star rating.

Comments have been closed.
Website by The Fresh UK | © Dental Leader Podcast 2019