Published 06/08/2019

Read time: 8 minutes

How many times have you gone into a shop and found something that’s taken your fancy, only to pick it up and put it down a few times? Even for the smallest of purchases, your internal dialogue kicks in: “Do I need it?” “Can I afford it?” “Should I come back later?” Objections flow thick and fast, and that’s often when you turn to someone else – a friend or expert – for advice.

It’s exactly the same for your prospective patients, especially for cosmetic dentistry. You already know the impact someone’s smile can have on their confidence; it’s emotional territory and paved with objections. There are many factors that come into play, from money to dental anxiety. As the expert, you are best placed to meet these anxieties and concerns, and offer advice and guidance. Objections to treatment are not a ‘stop’ sign; they are another way of engaging with your leads and offering them support; proving that you practice is trusted and knowledgeable. Here, we have a few practical answers to common objections.

Objection #1:
The treatment is too expensive.

With concerns regarding money, you want to make your potential patients feel safe, secure and heard. Committing a large investment to dental work can be daunting and often a cause of anxiety. Make them aware of the finance options your practice offer, and let them know that you can advise them on the best one. For some, the thought of spending money on dentistry is new. In this case it can help to illustrate the importance of a relatable long-term investment, for example as you would invest in a new car.

Answer: “If your smile is having an impact on your self-confidence, it is worth thinking of this as an investment for your future. We do offer payment plans and affordable finance to help spread the cost and work with your budget.

Objection #2:
I’m unsure as to whether I can get finance.

Money can be one of the biggest worries when it comes to committing to treatment. If you offer finance, make sure that you are clear that an application can affect credit scores. Then, be sensitive that the impact of this may be a potential obstacle for your lead. There are other avenues worth exploring, such as inviting a parent or sibling to apply on their behalf.

Answer: “We can always submit this form, but a decline can affect your credit rating. If you are unsure, an alternative option is to get a partner, sibling or parent to apply for the finance for you.

Objection #3:
I need to speak to my parents/my partner.

For many, a decision to undergo dental treatment is not something that they make alone. Partners, family and friends are often involved. These are the people that will support them through treatment, so make it clear that your practice is happy to keep them in the loop and can provide any information they require. Offer to give them a call too, or invite them to be there for a consultation – that way any questions from both sides can be answered at the time, saving any back and forth.

Answer: “We have booked in your consultation for [treatment option]. If you would like to bring your partner/parents along too, you are more than welcome.

Objection #4:
I had a consultation somewhere else and it was cheaper.

It’s really important in this instance not to put down the other practice. Instead, focus on what you have to offer: your practice’s USP. It might be that you have a long-standing reputation and are a very experienced provider in the kind of treatment they are looking for. You may include extra care and accessories as part of the treatment process. Emphasise these points and let them know that your costs are transparent and that there are no hidden charges along the way.

Answer: “Let me explain what we can offer you, and then you have all the information you need to make a decision.

Objection #5:
How can you give me a price without an examination?

Clarity and transparency are crucial when building trust. If your prospective patient is expecting an examination before getting a quote, reassure them that you can offer them a quote based on their requirements. Explain the process, so that the steps are clear.

Answer: “We are highly experienced providers, and can provide an estimated cost based on our knowledge of the treatment and patient requirements. You will see a dentist before going ahead with any treatment and they will confirm everything in advance. If there are any changes to be made at that stage, we’ll adjust your quote accordingly and discuss it with you at the time.

Then, keep in touch.

Communication is the answer to great lead management, and always keep it personal – your patients can tell. If your lead shows concerns or is hesitant about treatment, it’s important leave your door open. At the end of a call or consultation close the conversation by asking for an approval to follow up. Seeking approval for follow ups is also important for maintaining the rapport you have built to date, and avoid become a nuisance. It clearly communicates that you are a considerate practice. You can use one of the following phrases:

Do you mind if I give you a call in a couple of months to see how things are going?

Would it be ok to send you an email with some information about this treatment in a week or so?

In summary

Dealing with objections is part of any lead nurture process and a natural part of your patient’s journey. When meeting objections and answering queries, the more information you can provide, the more reassured they will feel. Always give complete answers to questions, and be honest if you don’t know the answer to something – let them know that you’ll find out for them. Remember that they have come to because you are the best source of information and a trusted source, so address potential problems and concerns early and as comprehensively as you can.

DenGro – Know your patients better with dental CRM software

When someone remembers your concerns, even if you haven’t been in contact for a while, it is intensely reassuring – it builds trust and makes you feel more at ease. However, unless you have a super-human recall powers, it’s unlikely that you’ll remember everyone’s conversations, especially in a busy practice. As well as being able to segment and organise leads, so you know where there are on their journey, DenGro allows you to make notes that correspond to your leads and their needs. That way, you and your whole team can remind yourselves of any concerns or objections. When everyone is in the know, you and your patient feel more comfortable and in control when they next call or come into practice. You are more easily able answer any concerns or objections, and build trust until they are ready to convert.

See how you can you can keep track of lead details with a demo of DenGro.

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