Trial Closing in TC Consultations

The main reason that I developed a consulting practice catering exclusively to orthodontics is that those in your profession have historically had very little opportunity, if any, to learn practical business skills that address the issue of improving case acceptance. My experience in working with over one hundred practices over the last three years has simply reinforced in my mind that, while you have good people and technical training, your profession is sorely lacking in interpersonal business skills. Imagine my surprise, then, when I was informed by several TCs that they had been trained in using “trial closes” as a tool to start cases. Once I saw what was being done, I realized that the services of a person with a business, and especially sales/marketing,  background were needed. Today’s post will explain what a trial close actually is, and when it is useful.

First, what trial closing is not.

Using verbiage that assumes a positive decision – “here is where you will sign in as a patient”……once your braces are on you will have appointments every six weeks” …….”we are going to finance your treatment with interest-free financing”……are examples of suggestive selling, not trial closing, and the two have nothing in common with one another.

What’s wrong with suggestive selling? Potentially, a couple of things. First, while a TC can use  this technique sparingly, it can quickly become clumsily obvious and ham-handed if overdone. The other, more important point I would make about suggestive selling is that is does next to nothing to change the outcome of the decision. In other words, attempting to subliminally paint a picture for your visitor of being happily involved as a patient scores points for TC enthusiasm, but it isn’t going to matter much when it comes to making a positive buying decision. At the end of the consultation, they either want it or they don’t.  I cover what does matter in my books and in my training program.

What, then, is a trial close? A trial close is a decision on a minor point, often a choice between options, that is not related to the final decision. In your profession, the doctor and TC can both use decisions on minor discussion points to gain agreement to proceed further into the decision process. Some examples (including a couple that your may recognize, albeit in a different context, from prior posts):

I have availability on Tuesday morning at 10, or Thursday afternoon at 1. This will take about an hour. Would either of those times work for you?

The bands we use come in all of these different colors. Which color would you want on your teeth?

Based on what doctor just covered, are you leaning towards braces or Invisalign?

Do you prefer morning or afternoon appointments?

Clear braces cost and additional $400. Would you like us to quote treatment with clear or metal braces?

In each case, by making a choice, the buyer is demonstrating a willingness to move forward with the decision process. The term “trial close” means that each choice is, in essence, a trial: are we on the same page thus far? Think of it as pausing to take the buyer’s pulse – a barometer of how the meeting is going.

In closing, (no pun intended), one can over-do trial closing, too. It’s best to develop 3 or 4 questions that you routinely ask during the course of the meeting, and limit your use of this technique accordingly.