Have you spent many thousands of dollars on implant 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 implant CE courses feel like it doesn’t belong in a professional practice or sound ‘gimmicky?’
Are you still presenting your implant 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 your implant practice business diagnosis is ‘a lack of exposure to and lack of usage of professional selling as taught at an MBA level program.’
What Dental School Training Gets Wrong
Sales at dental implant or other advanced CE courses is invariably taught at the last hour of the last day. Why? Because it’s an afterthought for the CE provider and the implant clinicians in attendance don’t demand answers to sales issues. Many would go as far to say “I’d rather have a root canal then talk about sales.”
The mindset of most clinicians (even the brightest and best technically) routinely are disconnected between what new technique they just learned and the minimal cases they will actually treat with that technique due to advertising issues and/or not following a standardized sales process (just as they would the new clinical procedure with steps for success).
They are disconnected from the reality of how implant patients buy and decide and don’t even know to demand that CE courses teach this seriously for the dollars they spend. So what you get is ‘last day, last hour.’
Sales becomes critical anytime the treatment plan passes the $3,000 mark.
Even the most basic removable implant treatment plan is at least 3X that baseline yet the majority of implant dentists present cases (AKA sell) just like they did in dental school or worse they are trying to piece-meal a bunch of one liner tactics taught from all those ‘last day last hours’ in their CE courses.
And they keep repeating the same process over and over yet getting the same dismal results.
The Definition of Insanity
Just as any example, ask the average implantologist what percentage of spouses or financial others attend their case presentations. They’ll say 50% while their staff will say 30%. In reality, they have no idea/have never objectively measured it and both numbers are going tone more optimistic than reality.
The MBA-level metric for success with this is a minimum of 80-90% of financial stakeholders being present at sales presentations. Even in a dental setting, this is easily achievable with a standardized sales process but without standardization, it’s 10-20% and as a result fewer patients are helped due to ignorance of this most basic rule of professional sales.
So, as of today, you can no longer say you are ignorant on this topic with your results. It’s now up to you to address it either as part of full arch case advertising work with us or on your own. If you don’t want to address this, my advice is get out of the clinical business of anything but insurance based procedures as you are seriously wasting your time, ad dollars if you are advertising, and are needlessly frustrating yourself.
Refocusing Your Efforts
The reason we focus on sales and sales process and MBA-level selling with our advertising clients is because we acknowledge the truth that – without this, cases are greatly diminished, ad dollars are wasted, and fewer patients are helped. That last item is a big deal in this business of restoring ‘bombed out arches’ and ‘dental disaster patients.’ I want to see those patients who respond to our ads helped.
Click here to have your one-on-one discussion about this with Dr. McAnally.
Full-Arch Program Testimonials
“James, please turn off your full arch implant ads! We have so many cases right now we can’t keep up. Two back to back record months in my 25 year career this summer. October already has $90K on the books and we are routinely presenting three $50K cases every week. Having fun but so busy!”
– Dr. Kathy C., Buffalo, NY
“The Full Arch Program with Medicare Option has given me the implant practice of my dreams.”
– Dr. F. A. Charlotte, NC