Dos and don'ts for case presentation: Turn 'maybe' into 'yes'

Unless your schedule is so full you have to turn patients away, you know that many candidates for treatment -- other than the most urgent -- hesitate to commit at the first opportunity. Many initial case presentations now end with a soft "no" or a definite "maybe." This has more to do with money than anything else. As someone whose success depends on getting to "yes" as often as possible, you need to accept the fact that a single consult may be just the beginning of the presentation process.

Emphasize value, benefits and affordability in presentations. Rethink the way you present treatment to ensure that you give patients many good reasons to accept. Replace clinical language with explanations anyone can understand. Emphasize the benefits of treatment (for patients) rather than the features of the procedure you would use. If cost might be an issue, make sure patients are aware of how the payment options you offer will make treatment affordable.

Don't develop an attitude. Rejection, even if it's only temporary, can be hard to take. When patients decide that they need to "think about it," don't take it personally. Figure out how you can help them with their pending decision. Follow up on the phone to see if they have any questions. Bring up the subject during future appointments. Keep the door open and offer to help in any way you can --and many patients will eventually say "yes."

Roger P. Levin, DDS, is the founder and CEO of Levin Group, the leading dental practice consulting firm in North America. For the complete list of dates and locations where you can attend his latest seminar, visit www.levingroup.com/gpseminars.

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