When It’s Time to Close, Stay on Topic

As you know, in business, the term “closing” refers to “sealing the deal”. In orthodontics, that doesn’t just mean that the patient has made a decision to move forward; it also means “closure”, in that the conversation that led up to the decision is over, as well. There is nothing left to talk about, and nothing left to do but go to the schedule.

I have noted numerous times in previous posts that virtually all TCs that I have worked with possess good people skills, good technical depth, and are capable, effective staff members. I have also noted that it became quickly evident to me in my work within your profession that most doctors and staff have not had effective training in presentation and negotiation skills.

This point is a prime example of what I am talking about.

Once you have presented fees, the patient, for the first time, is in a position to make a decision on treatment – and in many cases, at this point in the meeting, that’s exactly what they want to do. If the TC brings up any other topic at that point – insurance, how to care for braces, what’s in the take-home folder, high school football, pets, hobbies, or anything else – they eliminate, by changing the subject, the opportunity for the patient to say “yes”. The shift in conversation stops the buying process in its tracks.

So presenting fees should always be the very last step in the presentation process. Therefore, following my methodology, all non-fee topics and discussions, and all questions regarding treatment, should be addressed prior to the fee presentation. This ensures that once the numbers and payment options are presented, the decision itself isn’t sent out to pasture.  So after presenting fees, give your patient what they came in for – an opportunity to say “yes” to treatment. Once they have done that – and are on the schedule for starting – you are free to talk about anything you like.