Dr. Bette Robin
How to Get Patients to Accept Treatment Part 3
How Should the Fee be Discussed with the Patient?
I feel very strongly that the doctor should quote the fee directly to the patient.
I know I’m going to get a lot of push back on this - but that’s what I think. I have done it, and I have produced big numbers as have many others. Some people don’t tell you their secret to getting treatment accepted and sometimes this is it! You’ve got to be able to talk about money.
Now, I’m not saying you’re going to quote the fee down to the penny, nor am I saying you are going to discuss insurance or detailed payment options. But I do think you should get the total fee out of your own mouth.
You don’t have to get totally precise, but if your veneers are $2,000 per unit, I do think you should be able to multiple by 6 in your head and quote an approximate fee. You can say general amounts, like we are in the “neighborhood of $12,000.00.”
Hear me out!
The bigger the fee is, the more important that it come out of your mouth.
Now, does it really matter if you don’t quote a fee for a filling? No, but I think quoting fees for smaller procedures keeps you in practice for quoting bigger fees for more extensive treatment plans.
If you can’t quote a fee for some fillings, or some crowns, how do you expect to quote the fee for veneers or a full mouth reconstruction?
And, how do you really expect an employee to quote a fee for something that might exceed her annual salary? An employee’s money level is not near the same as yours. He or she does not live the same way you do, does not eat at the same restaurants, does not stay at the same hotels, or wear the same brands of clothes. Most importantly, in almost all cases, an employee cannot handle patient objections or questions near as well as you can – regardless of their training.
YES! I want you to get in the habit of regularly quoting fees.
When you quote the fee, you will also get the objection, if there is one. And you are the absolute best person to handle any objection.
How do you quote a fee?
First, let’s go back to the beginning. Make sure:
1. Look like a million dollars, and your office does too.
2. Have done a thorough exam, have the x-rays, models, etc. you need.
3. Have presented the treatment and patients seems on board so far.
Now, you are ready to quote the fee.
You are going to say the fee in one sentence,and one sentence only – and then you are going to be quiet.
What the patient says next tells what they are thinking and what you should do next.
The patient may hesitate, and then say: I have some money in savings, and I think I want to do it.
At which point, you say again very little. You do not want to talk through the close.
So, say, something like: That’s great, I am very excited for you.
At this point, I would personally book the appointment. Don’t leave it to chance.
You’ll say: I need about 4 hours to do the treatment, and I prefer to do it in the morning while I am fresh (I mean, who wants a tired doctor?) – I have an opening at 8 am next Friday – would that work for you.
Bring that baby home!
Don’t Talk about Insurance or Payment Plans
Don’t ever go into insurance or payment plans, unless you are totally an expert at this. This is your front desk person’s job, one they are good at.
Instead, here you can say something like Susie at the front desk will be in to work with them on insurance and outside credit options (remember, you are a dentist and not a bank!).
YOU are the most effective treatment presentation person, and money-getting person.
Because you totally care, you have a higher money level than your any of your staff, you are way better equipped to handle any objections.
Practice Makes Perfect
Practice and track your success with each patient.
Get it? Now turn on your phone video and start practicing! If you do this, you will do very well – and get better and better at getting patients to accept treatment.
To Sum It Up
1. Quote the fee, multiply simply in your head.
2. Schedule large cases yourself.
3. Use silence to your advantage.
Good luck, you can do this!