Selling may feel unethical, but it’s essential to the practice of dentistry. It’s a way to build a reputation and credibility, and it helps patients make informed decisions about their oral health.

Selling can be seen as the pinnacle of the dental profession, it’s the ability to translate a patient’s needs into a compelling offer. You need a lot of experience to: – understand and empathize with patients – communicate effectively about the value of treatment – build credibility and trust with patients – to be able to describe complex procedures in simple terms, but you can’t expect patients to understand your jargon.

Selling perhaps is one of the more difficult aspects of the job, but it’s essential to the practice. Without a clear understanding of the value of treatment, patients may be reluctant to seek treatment. It can also be the most difficult and time-consuming part of the job.

The Hidden Cost of Sales Reluctance

Every day, dentists across the country discover serious oral health issues that require immediate attention. Yet many of these same dentists hesitate to strongly recommend treatment, fearing they’ll appear too “salesy.” This reluctance comes at a steep price – not just in terms of lost revenue, but more importantly, in compromised patient health outcomes.

Consider Sarah, a dentist I worked with in Portland. She noticed severe periodontal disease in a patient but downplayed the urgency of treatment, worried about appearing too aggressive. Six months later, the patient returned with significantly worsened conditions requiring more extensive (and expensive) interventions. This scenario plays out countless times across practices nationwide.

Reframing Sales as Service

The key to comfortable sales in dentistry lies in understanding that proper treatment presentation is actually a service to your patients. When you discover a cavity, recommending immediate treatment isn’t selling – it’s providing professional guidance. The same applies to cosmetic procedures. If a patient mentions embarrassment about their smile, discussing veneer options isn’t pushy – it’s responding to an expressed need.

Think about it this way: would you hesitate to tell a patient they need antibiotics for an infection? Of course not. That same confidence should extend to all treatment recommendations.

The $20,000 Missed Opportunity Syndrome

One of the most common scenarios I encounter when consulting with dental practices is what I call the “$20,000 Missed Opportunity Syndrome.” It goes something like this: A patient expresses interest in full mouth rehabilitation or multiple implants. The dentist provides a thorough consultation and quotes the treatment plan. Then… nothing. No systematic follow-up. No nurturing process. The quote sits in a drawer or computer folder, representing tens of thousands in lost revenue and, more importantly, a patient continuing to live with dental issues.

This happens because most practices lack a proper follow-up system. They operate under the assumption that interested patients will call back. They rarely do.

You need a systematic approach to follow-up to ensure patients receive the best care possible. This includes: – Regular follow-up calls – Clear communication about follow-up expectations – Regular check-ins with patients – Regular follow-up reviews – Set an expectation of follow-ups and check-ins – That you are able to audit your follow-up process. This step is crucial to ensure you’re meeting your commitments and achieving your goals.

Training Your Team for Success

Your front office staff plays a crucial role in treatment acceptance, yet many receive little to no sales training. This isn’t about turning them into aggressive salespeople – it’s about equipping them with communication skills to help patients make informed decisions.

Essential skills your team needs include: – Understanding treatment value beyond clinical terms – Active listening and empathy – Handling common objections with confidence – Financial conversations and payment options – Following up without being pushy

The Art of Value Communication

Effective treatment presentation isn’t about pressure – it’s about painting a clear picture of benefits and consequences. Instead of saying “You need a crown,” try “This crown will prevent further decay and potential tooth loss, allowing you to eat comfortably for years to come.”

Remember, patients don’t buy dentistry – they buy: – Freedom from pain – Confidence in their smile – Better health – Peace of mind

Creating a Follow-Up System That Works

Every practice needs a systematic approach to treatment follow-up. Here’s a basic framework: 1. Initial Presentation: Document all treatment discussions thoroughly 2. 48-Hour Check-in: A friendly call to address any questions 3. One-Week Follow-up: Email with additional information or resources 4. Monthly Check-ins: Gentle reminders about treatment benefits 5. Quarterly Reviews: Reassess and update treatment plans as needed 6. Audit systems and procedures: Continuously review follow-up process has been effective

Handling Financial Conversations

Money talks often create the most discomfort in dental sales. The solution? Transparency and options. Every treatment presentation should include: – Clear cost breakdowns – Insurance coverage details – Multiple payment options – Financing alternatives – Priority scheduling suggestions

Measuring Success

You can’t improve what you don’t measure. Track these key metrics: – Treatment acceptance rates – Follow-up completion rates – Conversion timeline (from presentation to acceptance) – Patient satisfaction scores – Revenue per patient

The Power of Patient Stories

Nothing sells treatment like success stories. Document your best cases (with permission) and share them. Before-and-after photos, testimonials, and patient reviews create social proof that builds trust and encourages treatment acceptance.

Building a Sales-Positive Culture

Creating a practice where sales feels natural requires a culture shift. Everyone, from the hygienist to the front desk, should understand they’re not just selling treatments – they’re helping patients achieve optimal oral health.

Regular team meetings should include: – Case presentation practice – Success story sharing – Objection handling role-play – Treatment value discussions

Conclusion

Sales in dentistry isn’t about pushing unnecessary treatments – it’s about effectively communicating the value of proper dental care. When done right, it results in better patient outcomes and a more successful practice. Remember, every treatment not accepted represents a patient potentially living with pain, discomfort, or embarrassment that could have been addressed.

The key is finding your authentic voice in treatment presentation. Stay true to your values while confidently communicating the importance of dental health. Your patients need your expertise – don’t let sales reluctance prevent you from providing it.