DentaltownUK April 2018 - 6
howard speaks
column
Getting More Out of Dentistry
A practice's success relies on your ambitions
As I mentioned last month, there are only
three ways to increase your dental business:
Acquire new patients, upsell a current customer,
or get your current customers to buy more
frequently.
This month, we'll focus on the third
option-specifically, why it's so important that
you and your staff are able to discuss
money with customers-and
the mindset required to
make that happen.
I'm a firm believer
that 2 out of 3 people
will accept a treatment
plan if it's reasonable. I
don't believe in that old
concept of 'save teeth at
any cost'. I've seen a lot of
patients get burned out of
dentistry by that adage: They
come in with 14 cavities, one tooth's
in pain, they're hurting financially, and the
dentist wants them to pay $2,000 for a root
canal, buildup and crown. Their dental budget
for the year is gone, to treat that single tooth,
and when they return the following year, the
same thing has happened to another tooth,
and additional ones also are hopeless and need
to be extracted.
The people who sell the most dentistry get
a sense of what's going on with a patient. If
their budget is only $2,000, I'm not going to
spend it on a root canal, buildup and crown
on a molar, if that $2,000 could have fixed 10
other cavities and prevented future damage.
Get comfortable talking
about finances
A lot of dentists, physicians and lawyers
are not hard-wired to talk about money. You
also weren't hard-wired for calculus or physics
or geometry-and how did you ever find out
the ATP result of a Krebs cycle?-but you
learned it. You've got to be able to
talk money-your treatment
coordinator, yes, but you
as well.
You must be able to
sit next to a patient and
say, 'This tooth needs
a root canal, buildup
and crown, and that's
about two grand, but
you've got a lot going on
here. I need to know what
your budget would be, because
I don't want to spend $2,000 on
one tooth when you have 10 others that
also need help. That could have been the
money that fixed 10 cavities that next year
could've all turned into root canals. What is
your budget-and more importantly, if you
can tell us what kind of monthly payment
you could make, we could go to our outside
finance people and see how much money we
have to work with. We might be able to fix
all the teeth.'
A lack of ambition holds you back
Ninety-five percent of dentists won't do
a full-mouth rehab this year. Meanwhile,
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by Howard Farran, DDS, MBA, publisher, Dentaltown magazine
6
APRIL 2018 // dentaltownuk.com
http://www.dentaltown.com
http://www.dentaltownuk.com
Table of Contents for the Digital Edition of DentaltownUK April 2018
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