An Ethical Approach for Selling Full Arch Cases at Fair Fees

Have you spent many thousands of dollars on advertising and you received leads, but not many leads ended up as cases?

 Is your local area saturated by corporate chains like ClearChoice, Aspen Dental, Heartland, Affordable Dentures & Implants, and others?

Do you hate the feeling of being a salesperson who needs to “close” people on treatments?

Does what you’ve been told related to sales in dental CE courses feel like it doesn’t belong in a professional practice or sound ‘gimmicky?’

Are you still presenting your cases as taught to you in dental school with lists of procedures, codes, and “stages” of treatment?

If you answered Yes to any of these questions, then this is the most important web page you will read in a long time. That’s because there’s a solution to your marketing dilemma: the MBA Level Sales Training for Teams via the McAnally Selling System.

Protect and grow your practice with a proven graduate MBA level sales & leadership course for teams that right now generates more than 1,500 full-arch cases per year, representing more than 27 million dollars.

There are plenty of sales systems for dentists modeled on dental school undergraduate programs but none focus on highly trained practitioners of implant dentistry. As an implantologist, the cases you are trained to treat are among the most complex in our profession. Because of that complexity, there are significantly more fees associated with these treatments compared to “normal’ practice treatment plans revolving around dental insurance. These fees often exceed by many multiples any treatment plan you ever presented during your undergraduate or post-graduate dental education. In fact, these fees are even greater than those in the faculty practices of your past instructors. All signs point to a higher cost of treatment, yet most implant dentists still present cases as if they were third year dental students.

Yes, the typical sales process or case presentation taught for regular cases (e.g. a few teeth of treatment) is based on basic dental school education or are provided as after-thoughts of clinical CE courses. What dentists experience in their results show that what was provided via this route is woefully inadequate.

If you are at a point educationally where you have significant advanced education in restorative and implant dentistry, you have indeed grown far past the dental school basics as a clinician. However, due to the factors already discussed, it’s likely you are still thinking about case presentation and sales process as it was shown to you in dental school simply out of ignorance and lack of exposure to MBA level professional selling.

Imagine if you were told you could only use what you knew back in dental school on the day of graduation to treat your full arch implant cases. You wouldn’t even attempt it! Now apply that same thinking to sales and you’ll surmise quickly why it’s time to leave behind what you were shown in dental school as related to sales and presentations for the full arch implant case.

I discovered these everyday realities myself, after getting frustrated at the poor case-acceptance rates these methods generated for me. That frustration became even higher when my advertising was working incredibly well bringing prospective implant patients to call and come to my practice. The same frustrations led to a decade long process of research into persuasion science from sources like Harvard, Yale, Columbia, Stanford, Princeton, and the Kellogg School of Business as well as studying and applying sales concepts from industries with similar price points specifically to our special needs as highly trained implant clinicians.
What you see in my Case Acceptance System is a refined and proven set of tools that work to turn leads into consults and consults into big cases in your chair. In fact, a 200-300% increase in returns from past dental marketing and referrals is common.

If you compete with corporate dental entities, my sales system is your best defense to protect your practice. You will have a system that allows you to easily collect 100 or more online patient reviews and testimonials annually. Think of what that will do for your online credibility as you show up in searches more often at Google.

A zero-pressure sales process that’s also effective
I know that “hate” is a strong word, but I’ll use it anyway: I hate high-pressure sales tactics when I’m the target. The most common method our advertising agency competitors use to ‘gin-up’ consult phone calls is to advertise discounts (20% off!) or publish low fees (full arch $14,999!) in advertising versus writing great ads. On the other side of the low fee ads, they extol the virtues of “up-selling” to the practice owner starting from that low published price. They advise this without asking the doctor and team to put themselves in the patient’s shoes on the other side of the low cost ad and the up-selling that will happen in the office.

Think about the times you were in a situation where up-selling was applied to you. How well did that go for the salesperson? Did you buy or walk away? Most of us walk away from this situation because our ‘gut instinct’ tells us it doesn’t feel right. Behavioral science even supports the fight or flight response being triggered when you get into this situation in a selling environment.

If you bought, did you feel remorse? Consumers and patients routinely describe up-selling as ‘shady, cheap, and like used-car sales.’ They also report high levels of remorse if they do buy under this type of pressure. Remorseful consumers complain about these businesses to consumer affairs agencies in their states. The last thing any of us need as professionals are implant patients with remorse complaining to a regulatory authority about up-selling. All of that in the name of ‘ginning-up’ those phone calls. No thanks!

I never liked playing the role of salesman as defined by most of what circulates in the profession with these high pressure methods and sales gimmicks. It simply didn’t feel right to me thinking about it from the patient’s perspective or from my mom’s perspective as she was an implant patient. The irony is that there’s no need to advertise low fees or any fees which lead to this way of attempting to sell.

Once the business owner grasps sales process thinking as taught at the graduate business school level, it’s clear why these pressure methods of selling simply aren’t necessary in the professional practice environment. This is exactly what our MBA level sales & leadership training for teams does. You practice clinically at a high level and you’ll help more patients with implants if you adopt what we teach our other member clients related to sales process.

My Case Acceptance System is a zero-pressure sales process and an ethical framework for influencing patient decisions for the better. Zero pressure sales means you stand above all your competitors.

You’ll find that stress is removed from treatment-cost conversations because patients will qualify themselves financially as part of my system and they’ll know the fees before your team even presents the financials. You’ll spend time working with those who can best afford your options, and who are grateful for your help. It doesn’t mean everyone will buy but it does mean you spend your limited time with those who have the best chance of saying yes to life changing implant treatment.
If you so choose, you can also look forward to freeing yourself forever from the discounted insurance model; or you can sell far more efficiently within the insurance system—even at full fees for bigger cases. That’s also something we’ll show you how to do.

Here are the components of MBA Level Selling for Teams and Case Acceptance System This system is delivered online via a 2-day intensive CE course. It includes:

Video presentations by Dr. McAnally
You receive intensive video training where I walk through each step in this proven system, teaching you and your team each element. It’s best to treat the training ‘as if’ you were at an outside the office CE course and complete the 2 days back-to-back.

A Real Sales Process for Your Phone
How your phone is handled (or not handled) is a major determinant of whether you will have a steady flow of full-arch patients. We deliver one-on-one, in-depth sales training for your phone staff to ensure this important tool works for your maximum benefit. Your staff will know exactly what to say on the phone to convert calls to consults and then to exams. This important sales process ties into the McAnally Selling System’s face-to-face sales process that each large case patient is guided through once they enter the consultation process.

Private Follow-Up Calls to the Training
Dr. McAnally or a dedicate sales advisor meets with you 4-6 times after the training to review critical components and answer questions. We will continue to meet with you monthly as long as it takes to master MBA level selling. Often times, you and your team will record consults, diagnostic visits, and case presentations so that you and me and my team can review where you are deviating from the training. We focus on getting the most out of your training and your advertising and marketing efforts. These calls ensure that we remove any issues or roadblocks that may be holding back your practice in the area of implant advertising and case sales.

‘No Lost Calls’ Sales Policy
Implant practices on average routinely lose 50% of their in-bound phone calls from advertising. We have the data proving this from years of tracking calls across our ad network. At times, we’ve even seen that number averaging 80% for some practices. The cost to generate one single implant patient phone call ranges from $20-$50 per call.  It’s not unusual for 1200 implant patient calls to arrive in a year from high performing advertising. If 50% of those calls are lost, that represents $20,000-$30,000 in advertising dollars wasted. More importantly, it can represent 20-30 lost cases and up to $750,000 in lost revenue! Due to the reality of this ‘lost call’ issue, we’ve adopted a “No Lost Phone Calls” policy as part of our MBA level sales training.

For the practices we work with, we use new technologies that ensure that 90-95% of all in-bound calls have personal contact from your practice no matter how busy your staff is.  It only takes 1 extra case to make a good month a great month. Two extra cases can mean a record month. The extra case (or cases) is often in the phone calls already arriving from advertising.  This ‘no lost calls’ policy is simply part of good sales process hygiene.

We Create World-Class Financial Coordinators
Contrary to vendor opinion, it makes zero sense to offer 3rd party financing to every patient (Care Credit, The Lending Club, Schein, etc.). We give you a specific framework for how best to use these tools. We also teach your financial coordinator how to use Smart Discounting at case presentation while still allowing you to do the dentistry you love at a reasonable and fair fee. This is a repeatable framework with specific documents that guide patients through the financial decision-making process. Our annual advertising management fees are routinely recovered via your financial coordinator’s use of these financial presentations after learning my system.

Sales Team Hiring
Team members come and go in implant practices and implant practices grow and need additional sales team members for closing consults by phone or for presenting cases face to face. As part of our MBA level program and advertising agency service, we provide sales team employment hiring support.  Just like a great implant ad will find patients for a practice, a great ad for a sales team member will find someone who normally wouldn’t think of working in our industry.  Many qualified and high performing sales people simply do not know about implant cases and that their skills would be greatly utilized by your business.

We place our proven ads for locating sales staff, screen the applicants, and make hiring recommendations. We’re the only agency in the industry offering this and we do it because we truly understand how much these team members make or break the results from the advertising we place on your behalf.

You Will Get Many Additional Tools
To prevail in hotly competitive markets, you and your staff need training and a robust toolkit. In addition to all of the above, you’ll get:

  • my trademarked seven-page sales checklist that’s licensed to your practice
  • a one-location license for the #1 cellphone-based tool for capturing online patient reviews as well as coaching in how to acquire “golden reviews” of 250-500 words for your major implant cases
  • worksheets that save time and streamline your operations
  • financial-coordinator and treatment-planning documents
  • sales tracking monitors and how to use them for improving sales
  • specific guidance on what a 15 minute weekly sales meeting looks like from inside the highest performing implant practices

This Training is Flexible and Efficient
You and your staff can implement the McAnally Selling System from your office or home.

It requires no travel and no time is lost from your practice.

Should you wish to do this training in person, it’s possible but me and my assistant’s schedule is often booked 6-9 months in advance.  You can expect the one-time fee for the two-day personal course to be the same as a double arch All-on-X case.  Still a bargain when you think about Greg’s comment about 25-50% more fee on every case you present. The live 1:1 course is only available in Miami Florida and San Juan Puerto Rico.

Some practices delegate all selling to their team due to the busyness of the doctor treating cases. While this is not ideal from a persuasion-science standpoint it can still be structured for success. We’ll review how to set this up during the post-training 1:1 calls.

There is Zero Financial Risk
Your first double arch cases accepted covers an entire year of our agency fees.

Many highly trained generalists with niche skills and orthodontists, oral surgeons, prosthodontists, and periodontists discover that having an efficient, zero-pressure sales process brings immediate results. If you are in these categories, simply email us to discuss how we would structure the program for your situation.

Implant dentists using the Case Acceptance System report that they enjoy:

  • more control over their schedule
  • more satisfying work because they focus on the types of cases they enjoy
  • greater patient satisfaction with treatment
  • a happier staff
  • 25-50% more fee compared to previous cases presented
  • a significant boost to their bottom line
  • 200-300% better returns from existing marketing
  • better clinical results
  • less hassle and headaches
  • more self-confidence
  • winning against corporate enemies (Aspen Dental, ClearChoice, Heartland, etc.)

The Next Step is Easy
To have a discussion about advertising for full arch cases and how the MBA level selling for teams will fit into the advertising plan, let’s have a short call. It’s free and you can book a time here.

I look forward to hearing about your practice.

Components of the
McAnally Selling System

Solving your toughest challenges for acquiring full arch case patients and achieving case acceptance with full arch cases is what the McAnally Selling System is about. The entire process of getting new patients to call and then having full arch implant cases accepted into treatment is the McAnally Selling System. That system has two main parts: The Full-Arch Implant Advertising Program gets people to call. The details are here.

The second part of the is MBA Level Selling for Teams. A Case Acceptance System built for full arch cases. It’s a comprehensive training, in the specific steps needed for a science based sales process to turn more those advertising leads into patients.

Together, these systems are responsible for sending more than 1,500 full-arch implant cases to our members each year. These cases represent more than $27 million in full-arch implant case sales annually, on top of about $20 million in other big-case services.

About Dr. James McAnally
My clinical background is more than 19 years at chair-side treatment and I continue to hold an active clinical license. I hold a fellowships in the AGD, International Congress of Oral Implantologists, and am a Diplomate at the Misch International Implant Institute, member of Omicron Kappa Upsilon, as well as Pierre Fauchard Academy.