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Before I share my strategies, let me share some background, so that you can get some context. I had a client who had just taken my Two-Day Ethical Sales & Communication Course, he had achieved some excellent results and now was transferring his NHS patients to a Membership Plan. However, his biggest barrier to promoting his plan, was that he felt that he would receive negative publicity, especially as his Practice was in a small town and everyone knows everyone. He did not want to come across as the ‘greedy dentist’ especially as he lived in the town, as well as working there. I helped him with his letter, and he was pleased with the final letter going out, but he still had these concerns, by the way, after spending over 38 years coaching dentists and their teams, this is quite normal.
So here was my coaching.
I also stated to him that the people who he thought might not join the Plan, probably would and the ones who he thought would, might not.
Point number 5 is crucial. I have spent close on 34,000 years personally training dentists, and I do know that some dentists take this to heart and can take rejection personally. Please do not. They are not rejecting you; they are rejecting your new offering. If you do take it personally, then it is not fair on the next patient who you communicate with. Patients want to see a confident dentist not one that looks like they have had a day of rejection.
In my next article, I will share some tips on how to present the plan to the patient, that will increase your acceptance rate and your numbers.