Greg Sneyd, Director of DentalSuccess says ...

Patients don’t buy features, they buy benefits. They buy what you can do for them. In the back of their mind they are always thinking, “What’s in it for me?” If you’re not totally plugged in to what your practice, what your product and services can do for your patients, then it will be very difficult for you ever to convince anybody that you’re doing any good.
 
Sit in the chair and look at the world from the eyes of your patients for a minute. What does your practice do that no one else does for that patient? What makes your offer extraordinary?
 
We call this CBS: Compelling Benefit Statement. You need to define what is the ultimate purpose of your practice and what makes you unique among other dental practices. You need to present what your practice offers in terms of the key benefits that will compel the prospective patient to want to know more. So come up with short and direct phrases that will help people understand what the ultimate benefit will be for your patients.
 
It is from such an opening CBS that you can move to PDQ/DMB. That is, Probe, Discover and Question in order to determine the prospective patient’s DBM - Dominant Buying Motive. When your FAB’s (the Features of your services, the Advantages of using your services, and the Benefits to your prospective patient) correspond with their DBM’s, then the sale is not far behind.
 
What is the key benefit of a cosmetic dentist? “I work with people who are interested in painlessly having one of the most attractive smiles in the world and in keeping that smile for life so they’ll never be put through the pain and inconvenience of having to cope with false teeth.” That sure sounds a lot better than “I’m a cosmetic dentist.”
 
You need to come up with a benefit statement that is different and meaningful from the expected response. You need to come up with a benefit statement that begs the listener to say, “Please tell me more.” You need a conversation starter not a conversation closer. I like the one that Dr. Scott Kiser, a Crown Council member in Salt Lake City UT uses. “I change people’s lives. One smile at a time.” Now that will get them to ask for more, won’t it?
 
At Dental Boot Kamp we call this BOTSOM. Change the Base Of Thought by changing the State Of Mind of the person that you are talking with. You can’t change the latter without first changing the former. You must appeal to the thinking that structures the outlook if you seek to liberate the outlook.
 
So, don’t wait any longer. Go home tonight and start working on your CBS. Then move to your PDQ/DMB and before you know it you’ll have your FAB’s down cold. Then watch your revenue soar like the eagles.
 
 
If you would like to learn more about Dental Boot Kamp (www.dentalbootkamp.com) or the Crown Council (www.crowncouncil.com) contact gregs@dentalsuccess.net or call 800-460-3838 x106.