Why are you so expensive?

You have likely faced that question more than once from a patient. If it has ever caught you off guard or if you have ever wondered the best way to respond, here are some thoughts:

First, what is expensive? How do you arrive at a conclusion that something is expensive or inexpensive? It is usually by comparison. You compare the price of one item to the price of another item of similar “value” to arrive at your conclusion. But what if there is nothing against which to compare? Then about the only conclusion you can come to is that…it’s expensive!

To what do people compare the price of dentistry? Let’s face it. It is pretty hard to shop the price of a crown, a bridge or anything else unless you take the time to have an exam. Most people do not have the time to do that multiple times. Most people don’t “shop” for a dentist. So lacking a real comparison, the average patient comes to the conclusion that it is expensive. Even if you do crowns for the cheapest price in your area, it is not likely that a patient will exclaim with delight, “That is a deal!” when presented the fee for their work.

My late business partner, Walter Hailey, loved to say, “If you are going to be accused of being expensive, you might as well be it!”

So quit worrying about your fees. They are not the problem. Perception is! You’ll gain far more ground by working on your patients’ perceptions than you will fretting over your fees.

But before you start looking for the quick fix, the silver bullet, or the magic phrase that will resolve someone’s questions about what you charge, remember that we often move too fast to solve patient problems that we really don’t understand. Maybe it is the scientist in us that looks for the perfect material, procedure, or instrument to treat the clinical problem. We have been trained for the “quick fix.” But people/patients are not problems to be fixed. Just consider if someone says you are expense, is it because:

1. They have not been to the dentist for some time and are comparing today's fees to outdated fees?
2. They have never had a lot of dental work done, so they don't know what it costs?
3. They are having some financial stress so everything sounds expensive?
4. They are surprised because they thought they were just going to have to pay for a routine cleaning and then discovered that there is more work to be done?
5. They have never placed that much value on their mouth or their health and have not considered what is was really going to cost to stay in good shape?
6. It is the first time someone has had a conversation with them from a “comprehensive care” point of view instead of just trying to maintain the status quo?
7. They just say that about everything to try and get a better deal!

The list could go on. The point is that you have no more idea of how to answer that question without additional information than you would know how to treat a patient who calls up and says her or she needs a filling until you did an exam personally to see the real condition.

Every patient has a unique situation…a story. Until you really understand them, their story, and their reason for asking, there's no quick fix verbal skill that will answer their question. It's about the relationship first, not the case or your fees.

So the next time you get the “Why are you so expensive?” question or one similar to it, just stop. Take a deep breath. And listen as you ask…”Tell me more about that.” You might be surprised to hear what comes next. The reason behind the question will most likely be something you had not considered.

No More New Patients!

We are looking forward to the Crown Council Annual Event in Las Vegas, February 5-7, 2009. (www.CCAnnualEvent.com) On Thursday, I will be facilitating a first of its kind session with our ToPS Team centred around a tried and true method for team work and team communication that promises to change the way your interact with your team. Get ready to think differently, act differently and interact in a whole new way that will positively change the results you achieve with your team.

On Saturday I will be presenting a workshop entitled "No More New Patients!" In this one session, you will discover the unspoken secret of which many are not aware that is eating away at your new patient efforts. In order for the preactice to really progress, it must be stopped NOW! Come discover the benefits and the increase in production and profits that results when you know what to look for and how to really manage your practice for REAL growth, not just activity.

We hope you will join us in Feburary. For more information, just go to www.CCAnnualEvent.com. Have a great week and a very Merry Christmas!

Give me a break

A well-known dental magazine announced this week an "Economic Impact Survey" wherein they are inviting dentists from around the country to submit their answers to some questions to determine the impact the economy is having on their practices. Survey data will then be compiled and offered to the dental industry at large. Translation: "Will all the loser dentists who are sitting around with nothing to do please take a survey detailing their sorry status so we can accumulate their 'data' and infect the entire industry with a 'woe is me' report on how the 'down' economy is to blame for their poor results." If you have the time to fill out the survey, you must not be doing much in your practice. Get the picture? Give me a break!*

It is human nature to want to blame poor results on factors outside of ones self. It is easier to take the victim role rendering ones self helpless because of "uncontrollable, outside forces," than it is to wake up, be proactive, and make something happen. You decide: Will you act or be acted upon?

So, if you want to be a loser, go ahead and take the loser's "Economic Impact Survey" and then read about your sorry state in the report that comes back. If you think you feel bad now, just wait until you read about yourself in print! Surely we have better things to do than to drag each other down with the doom and gloom that results from inactivity.

A better use of time might be to take a survey of your own. Sit down with your team and brainstorm all the ways that you can take advantage of a market left wide open by your fellow dentists that have gone into retreat because they believe in a bad economy. The playing field is clearing. The losers are in retreat leaving more room for the real winners to succeed.

The choice is yours. To let the economy "impact" your practice or for your practice to have an impact on the economy. Our survey says...winners make an impact.

* For your FREE copy of "How to Thrive in a 'down' Economy," the 12 page special report with ideas on how you and your team can succeed despite the negative news in the media, just give the Total Patient Service Institute a call at 1-877-399-8677 or e-mail Answers@TotalPatientService.com.

Mentors

Many are aware of my “mentor journey” twenty years ago when I interviewed over 60 very successful professionals, entrepreneurs and business executives in an effort to determine a direction for myself. It was one of the greatest educational experiences of my life to that point.

The thought for December 5 this week is from “Mentor #2," Stephen R. Covey, the well-known author of The 7 Habits of Highly Effective People. Steve Covey was introduced to me by another mentor of mine, my dad, long before the rest of the world had ever heard of him.

Steve Covey taught me first-hand the importance of a personal purpose and passion for what you do. I have yet to meet anyone more purpose-driven and passionate since.

At a time when our minds naturally reflect on the things for which we are grateful, I continue to remember each of those 60 mentors and the positive influence they continue to have in my life. That’s what great mentors do. That’s what great mentors are.

Lord Chesterfield once said, “We are more than half of what we are by imitation. The great point is to choose good models and study them with care.”

My challenge to you is to choose or renew a mentor relationship and “study them with care.” If we are more than half of what we are by imitation, then it would serve us all well to imitate “on purpose!”

Enthusiasm

I took a quick run across town from our “Total Immersion” course in San Diego this week to speak to the members of the University of California at San Diego Pre-dental Society. This group of 200 college students, mentored by Dr. Irv Silverstein, manages and staffs three charity dental clinics in San Diego with a $0 budget. All supplies, facilities, and staffing are donated. The group just surpassed the $2 million mark in donated dental services for the year.

What impressed me most about the group was their energy, determination, and focus. We talked together until 10:30 PM and they would have stayed longer! They are ambitious, goal-oriented, and highly motivated. You won’t find it surprising that all but 6 students in the room were first or second generation immigrants to this country.

It has long been said that you have a 4 times better chance of becoming successful in this country if you weren’t born here. It was easy to see why this week. I don’t think I have ever been with a group of more motivated, enthusiastic college students anywhere. (And I have spoken to a lot of them over the last 16 years.)

So take a chapter out of these student’s lives and live yours with more energy, enthusiasm, and focus this week. There’s no question that these students will get a lot out of life because they are and we all can too.

Forbes Inisght

When Steve Forbes (Forbes Magazine) climbed into my pick up truck this week in Ft. Worth, Texas, I knew I was in for an experience. I invited Steve to come spend a private evening in a “Town Hall” type meeting with a group of local CEO’s to discuss his views on the future of the economy, the impact that the results of the election will have on our futures and how we can manage in turbulent times. His insights were fascinating and his perspectives refreshing. I could write several pages about his prognostications, but there are two of his opinions that I will paraphrase that are worth passing on and acting on:

1. The biggest challenge in our economy today is….FEAR! Fear was the biggest factor that drove government regulators to put Lehman Brothers out of business and Merrill Lynch into a merger. Both companies were cash flow positive until the day they “died.” Fear continues to be the biggest bottleneck on main street and Wall Street. The good news is that battling that fear starts between your own two ears and within the four walls of your office. Keep it out and you will be amazed at what flows in your direction.

2. Keep the FAITH in our ability to solve problems…even the problems we have created ourselves! It is a personal decision. Are you currently innovating or disintegrating? It is a choice not a condition.

As evidence of what Steve Forbes was saying, I was in a dental office this week that is “on fire.” The enthusiasm was contagious. The energy was palpable. I could not help but feel great while I was there. And I’m not the only one. Evidence that they are radiating positive vibes to their patients and the community came in the form of 16 new patient calls in just one day this last week. The vast majority of those were referrals from existing patients.

You may not be able to control Congress, the economy, or the new presidential administration, but you can control the attitude that you chose in your practice each day. That was one of the positive messages I received from Steve Forbes. There are a lot of problems to solve, but the most important of those problems can be solved right where you are.

Have a great week and

Make It Happen!

Leading a ToP Team

We just concluded our “Leading a ToP Team” course for dentists and key team members. One of many timely topics that we discussed was the 6 different leadership styles and what circumstances demand each type.

The question was raised, with the current turmoil in the economic and political world today and the resulting fear that is prevailing, what type of leadership style is the best? If you do what comes naturally, you may be tempted to retreat into a “wait and see” position. But is that what you, your practice, and your team needs right now? Part of our leadership experience was planning a team “press conference” to set forth the clear plan of action for today’s troubled times. In times of uncertainty, everyone looks for direction. Who will set that direction for your practice? The media or other random voice of doubt, or YOU!

One of the secrets of success in dentistry is to look at where the average dentists are going and then run in the opposite direction! While the average office is high centered and stalled on doubt and fear, run in the opposite direction toward a clear direction of action. While everyone is waiting to see, you will have already arrived at the next level of success. So lead on!

If you would like a complimentary copy of the ToPS 6 Leadership Styles worksheet outlining what leadership style is right for what circumstances, just give our ToPS team a call at 1-877-399-8677 or e-mail us at.

Have a great week as you lead confidently to the future.