Understanding the Sales Code for Orthodontists
In the ever-evolving world of orthodontics, understanding the sales process is not just beneficial—it’s essential. In our practice we are having issues getting butts in seat. We get leads, but we also get a lot of no shows. Here are a few of the things we have implemented to improve our closings.
The Fundamental Reason Behind Every Purchase
Every purchase, from the most basic to the most luxurious, is made to solve a problem. Take, for instance, the simple act of buying a toothbrush. The primary purpose isn’t just about oral hygiene; it’s about preventing cavities, ensuring fresh breath, and maintaining overall dental health. Similarly, in orthodontics, when a patient opts for braces, they’re not just looking for aligned teeth but also improved oral function, enhanced appearance, and increased self-confidence.
Beyond Basic Needs: Emotional and Status-Related Purchases
While basic needs drive many purchases, emotional and status-related motivations often power luxury buys. Consider the automobile industry. While a basic car serves the purpose of transportation, luxury brands like Mercedes or Tesla offer status, advanced technology, and a unique driving experience. In orthodontics, treatments like invisible aligners might appeal to adults due to the discretion they offer, addressing both a functional and an emotional need.
The Deterrents in the Sales Process
Every sales process faces deterrents. In the world of e-commerce, for instance, abandoned carts are a significant issue. Customers might be interested in a product but abandon their purchase due to high shipping costs, complicated checkout processes, or second thoughts. Similarly, in orthodontics, a patient might be keen on a treatment but could be deterred by costs, treatment duration, or fear of the procedure.
The Four Pillars of Purchase Decisions
Every purchase decision can be broken down into four main factors:
- Time: In today’s fast-paced world, time is a luxury. For instance, the rise of meal kit delivery services like Blue Apron or HelloFresh highlights consumers’ desire to save time on meal planning and grocery shopping.
- Money: Financial feasibility is always a consideration. Monthly subscription services, from Netflix to gym memberships, often thrive because they offer value for money.
- Decision-making: Purchases, especially significant ones, often involve multiple decision-makers. A family deciding on a vacation destination will consider the preferences of all members.
- Knowledge: A well-informed customer is more likely to make a purchase. This is why industries, from tech to fashion, invest heavily in content marketing to educate their consumers.
Time – The Dominant Factor
Time’s significance in the sales process cannot be overstated. Companies like Amazon have revolutionized shopping with Prime’s 2-day shipping, emphasizing consumers’ desire to receive products quickly. In orthodontics, treatments that promise faster results, like accelerated orthodontics, can be more appealing to patients eager to see quick results.
The Concept of ‘Flow State’ in Sales
The ‘Flow State’ is a concept where individuals are fully immersed in what they’re doing, leading to increased productivity and creativity. Writers often speak of being “in the zone” when words flow effortlessly. For salespeople, especially in fields requiring detailed consultations like orthodontics, maintaining this flow can lead to more effective patient interactions and better treatment recommendations.
Tailoring the Sales Pitch in Orthodontics
Orthodontists, like all professionals, must tailor their sales pitches to their audience. It’s not just about presenting treatment options but understanding and addressing patient concerns. For instance, a teenager might be more concerned about the aesthetic aspect of braces, while an adult might prioritize treatment duration. By addressing these specific concerns, orthodontists can provide more personalized and effective consultations.
Sales in specialized fields like orthodontics go beyond just offering a service. It’s about understanding the myriad reasons behind each purchase decision and addressing them effectively. By focusing on problem-solving and understanding patient concerns, orthodontists can not only enhance their sales process but also provide better patient care.
Dental Marketing Company