How to Say “No” to a Discount Request
I have recently reviewed some interesting recorded consultations between client TCs and potential patients involving fee issues which will be the subject of the next couple of postings. One of these involved a patient that had been to two other practices previously and asked the TC, point-blank, if she would lower the fee to match […]
Handling the Haggler
One of the suggestions that I make to client TCs that I am coaching is to send me their more difficult patient consults when selecting videotaped cases for review; the reason for this is that I can often provide additional value if a visitor, usually a parent, does or says something outside of the norm. […]
Handling a Request for a Discount
“What can you do for me on your fees?”“Do you offer a discount?”“Will you match Dr. _____’s fee?” Due to a number of recent changes in the orthodontic marketplace, including increased competition, a slow economy, and better-educated consumers, practices face increasing pressure to “match” or reduce fees, often involving inferior treatment providers for whom an uneducated consumer […]
Case Study: How to Win as the Higher Fee Option
If you have not already done so, in the near future it is likely that you will find yourself competing for cases with GPs who are offering treatment to their patients, usually for a lower fee than you would charge for a comparable case. The “pitch” is that the patient is getting the same thing […]
The Do’s and Don’ts of Presenting Fees Effectively
Several practices I work with have learned an approach to presenting fees that has the TC verbally ‘pitching’ a payment option, waiting for the patient’s reaction to it and, if the patient doesn’t like it, throwing out another number. If I understand correctly, the patient is being asked to (a) remember what you just said, […]
Presenting Fees and the Silo Principle
In my work with Treatment Coordinators, I stress the importance of having an effective structure – and sticking to it – when managing the patient-visitor consultation. It’s important to remember that most practice visitor(s) want and expect you to maintain a leadership role during this meeting. After all, you are the expert, this is your […]
Lowering Fees to Win Cases – Yes or No?
This past week, TCs at two different client practices of mine both encountered prospective patients that came in with a lower fee from another, previously visited practice – and attempted to use this as a bargaining chip to get a better “deal” from my client’s practice. These situations present some unique challenges, because you should […]
Using Video in New-Patient Marketing
One of the key points I make to improve treatment presentations is that people remember much more of what they see than what they hear. When using visual tools to educate your patients about the value of treatment at your practice, one of the most effective is a well-designed video presentation. Some practices utilize generic, […]
Tips for Mailing Marketing Materials
We’ve all heard the phrase, “you have one opportunity to make a first impression”. In your business, the first impression that your practice makes on a future patient is the “welcome packet” – the documentation you ask the visitor to bring with them to their first appointment. Many practices send these documents to patients electronically […]
The Take-Home Persuasion Kit
You are in a business in which the Economic Buyer – the person releasing the funds for treatment – is often not in attendance for the initial consultation. This fact presents a significant challenge to case acceptance, as it means that whatever you send home with the attending spouse must do your ‘selling’ for you […]