Give Them What They Need

o Eliminate doubtful words

Maybe, I think, etc
o Establish Confidence
o Make Clean and Truthful Recommendations
Tell the truth, people will see through bullshit
If its borderline, tell them the worst one
NEVER sell something that somebody doesnt need
Some times its better to let someone walk away and
think about it. You dont have to jam it down there
throats and doomsday scenario it.
o When the patients say yes. Leave the room immediately!
Okay lets do it
o Do you know what your teammates are telling patients?
You just treatment planned at 7k treatment and just
handed it to somebody who makes $10 an hour
Know your team members strengths and weaknesses
Teach your team members in front of patient,
the patient thinks your smart, you pass the
time, and the team member gets to teach
patients later by repeating what you are saying
o Are you adding value to the practice?
Every two years I try to add a major service (my
notes: the Willie Nelson/ Madonna effect)
o New practice
If you go into a new practice, then you have to adjust
to the culture. If the previous doctor is passive, then
you might have to be passive. You can do things like
use intraoral camera and be like look this is why we
need to get it fixed
o Build Long-term relationships with patients
o Be involved in the community
o What if you dont see a filling that someone needs?
You can take a picture of it and go over it in the
treatment plan
Or you can give it to them as a gift
o Continuing Education
Invest in yourself
o Referrals
If someone raves about what you just didOMG I
didnt feel a thingthats the PERFECT time to ask
for a referral
o Tough cases

If you know its going to be rough, then just tell them.

Hey this might be a little tough, but we are going to
do the best we can do make this comfortable for
you.

YES! Getting your patients to accept treatment

o You have to address patients chief complaint]
o Dont be assumptive
Dont try to find a reason why a patient cannot do
something
o Present to Kolbe
o Assumptive close
also known as the presumptive close: in which the
salesperson intentionally assumes that the prospect
has already agreed to buy, and wraps up the sale
o Use the incremental close
If you were going to take this one, what color would
you want, red, blue, or black? Do you want this
delivered or will you pick it up? How soon do you
need it? Cash, check, or charge? Asking about these
features puts their focus on what they want and not
on yes or no. Plus, when you ask these questions
on the small details they add up in the prospects
mind. The cumulative effect is that buying becomes
cemented in their mind.
o This guys a jerk so I stopped listening.
Learning and Perfecting the Plan
o When someone is going to buy a house, they can tell you
within the first 15 seconds whether or not they are going to
buy the house
Think of the dental office as the same thing
Everyone in your office is being judged by the patient
o The science of why people buy
Evidence+reasoning=conclusion
Facts+emotion=decision
85% of people buy on emotion
15% of people buy on facts or justify the purchase
men and women are the same
People will only remember 6% of what you say
People will remember 100% of how they felt
Hiearchy of good emotions (and their
opposties):
o Love (fear)

o Joy (loneliness)
o Peace (anxiety)
o Patience (uncertainty)
o Kindness (lack of respect)
o Goodness (envy)
o Gentlteness (lost)
o Slef control (hopelessness)
The Perfect Plan
Elite 1% Equation (These people close 95%)
3 promises
gratification
o He says he sees it in the elite doctors
First thing he says they say hey
thank you for coming in today, and
choosing us to take care of you . by
you coming in today I cant express
my gratitude enough
An IMMENSE and SINCERE
appreciation
Attitude of gratitude
o Education
This is telling them what you want
them to do
LIMIT it to three things
You lose 25% of people if you add a
fourth thing
You lose 50% of people if you add a
fifth thing for them to do
o ease of business
they want you to make their life
easier
People are in three states
Leaving a crisis
In a crisis
Or about to enter a crisis
The three promises have to go in order
Three Beliefs
Create not compete
o You want to always be creative. You want
to be creating. You want to be creating
things that are GOOD.
Exceed expectations

o When someone asks Who are you? you

want the patient to be like OMG I just
got this buzz from her, she cared so
much, yada yada
Give forward
o Dentistry of the heart
o Free dentistry day
These dont have to be in order
Three questions
Is the right for me personally
Is the right for me professionally
Is the right for me consciously
Whats missing
The top 1% view themselves and as SERVANTS
The elite americans rate themselves low
CONCLUSION: SERVE PEOPLE!!!

The Art of the Close

o Ben Gay says that he has been all over the world teaching
people to sell like doctors do: they have the authority, the
white coat, the support stay saying how great they are,
o You are giving them a smile, you can save lives, you can
change lives, you are doing GODS WORKthats what
makes you successful
o Ben Gay doesnt sell snow to an eskmo, because he
doesnt sell something that he doesnt firmly believe in
o 3 Secrets of Solving 85% of the Problem Sells
Sell a quality product or service at a competive price
(not cheapest)
The other 15% is you
Sells are won or lost in the first 15 seconds
A patient looks at you and scans you like a
computer and compares you to every
experience theyve had
o You need to get your presentation perfect
o The Art of the Takeover
When you cant explain something adequately so you
have somebody else takeover and explain it
The doctor should be Ted up by the time you get
there