How many times have you been told that? The treatment plan you have presented is too expensive! Probably quite a few I’m guessing. We have a theory about that particular reason for not moving forward with treatment.

The bulk of dental practices will market cosmetic treatments in the same way. They will talk about the treatment or brand on the web page and then do the same during the initial consultation. Now you may ask, what is the problem with that? Let me explain. By focusing solely on the treatment and nothing else, you are not giving that new prospect anything else to think about other than ‘how much will it cost me’?

One thing that many dentists wrongly assume is that people know the difference between them and a competitor, and that is not that case. I always say to dentist that as a consumer I think you are all the same, you all have the same skills, you can all provide the same treatments and services. So, to me what makes you different from the rest? Its not price, its you, your values, your team, and the overall service you deliver.

If you therefore focus just on the treatment you risk losing that prospect to the person down the road that has an offer running for £500 off Invisalign. However, if you use your website, social media, and consultations correctly you can move the conversation away from price and this is how.

First off, we wouldn’t encourage you to jump right into talking about a particular brand or how a dental implant is placed. We would instead encourage you to relate to the prospect on your website and in the practice. Focus on their issue, what makes them unhappy. After all they don’t want to buy a dental implant do they? No. They want to replace a missing tooth with something that looks natural. Focus on the reason they have landed on your website and then continue that conversation when you are face to face (of video to video) with the prospect.

Again, rather than talking about how Invisalign works, why not talk about what you do differently to other practices, the little extras that you do. Talk about your value and what you stand for, share reviews and other success stories.

What we are trying to achieve here is to move the focus away from a transaction and a price and instead look at why you are the right fit for this person. As I said earlier, there is no point thinking you are better because you have more letters after your name because that is not what the consumer is looking at. Do you answer your phones on time? do you see your patients on time? Are your team friendly and helpful? Did they go out of their way to make you feel comfortable and relaxed? And last but not least, did they like you and did they trust you?

By following that basic principle, the spotlight moves away from price. Therefore, the number of “the treatment plan you have presented is too expensive” rejections will reduce significantly because the lead will value who you are and what you do. They will feel confident in what you can offer and reassured that you are the right person to change their smile.