Communication
the real tangible benefits they have gained since using your services and how pleased they have been using your practice. In addition, if you think about the top three objec- tions, or reservations, your patients share with you on a weekly basis, if you can somehow get your patients to overcome some of these them- selves verbally in your video, it will go a long way to inspiring potential clients to make contact. For example, if patients are
worried about the cost of a treat- ment, and in the video you can get one of your patients explaining the real benefits and that the treatment
was a great investment of time and money, not only will it increase the volume of calls to your practice, it will also help increase your treat- ment acceptance. Another advantage of using video
is that it can help promote your services and create new sales. Let’s say, for example, you are an ortho- dontist specialising in providing treatment for children. If you can have a couple of videos from adults, it should encourage more enquiries and sales of adult orthodontics. Testimonial letters can form another part of your evidence and these are extremely powerful.
ABOUT THE AUTHOR
For the last 18 years, Ashley Latter has coached and trained more than 5,500 delegates on his ‘Dental Ethical Sales & Communication Programme’. He is also the author of Helping Patients to Say Yes and Don’t Wait for the Tooth Fairy. For more information, visit his website at www.
ashleylatter. com You can also sign up to his free email newsletter, which is read by more than 10,750 dentists worldwide.
These are letters from your patients explaining the benefits they have gained by using your services and having treatment done by you. In the same way as video, they should address the major benefits they have gained by using your services and if possible address any objec- tions your clients give you. Once you have obtained several letters, I strongly suggest you place them in a nice leather folder, or something similar, and place it in the reception area and, of course, have one handy in the surgery. You would need to have your
patients’ permission to use these, but if you do an outstanding job for them, on the whole, they will want to help you. I cannot stress the importance of obtaining this type of evidence. We are living in increasingly challenging times and having third-party evidence to show your patients is one of the best ways to improve the number of calls to your practice and increase treatment plan acceptance.
Scottish Dental magazine 35
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