By Lisa Philp, RDH, President of Transitions Group North America
For most people, objections are a natural part of the buying process. Dentistry, if anything, invites even more objections, due to the invasive nature of the work itself. The ability to handle objections gracefully and effectively is a key skill for all members of the dental team.
An objection is not a “No!”; it is the patient’s way of asking for more information. Objections diminish in magnitude when a person is allowed and encouraged to talk about them. This objection formula will help standardize the conversation, leading to a more predictable outcome.
RECEIVE the statement of objection without judgement and as an opportunity to provide a solution. “It’s too expensive.”
RECOGNIZE and validate the patient’s objection and use words that encourage discussion. “So, you’re concerned with the cost. Please share a little bit more with me about your specific concerns.”
RESTATE by repeating what you believe to be the patient’s concern to ensure you have clarity. “So, if I understand you correctly, you’re concerned about coming up with payment all at once. You don’t want to use your credit cards or your savings.”
REINFORCE the importance of the WIIFM (what’s in it for them) and confirm that their objection is the real objection. “You told us that keeping your teeth for life is important to you. The treatment the doctor has recommended will help you do that. Mrs. Jones, if together we can find a solution to your concerns about cost, would you want to move forward with the dentistry?”
RESOLVE the objection by finding a solution that fits the patient’s specific concerns. “If you prefer not to use cash or your credit cards, we have several other payment options that may work for you. First, we have a monthly payment plan option. There are no upfront costs and you can comfortably pay for your care over time. Would you like to see what your monthly payment might look like?”
There are many objections patients may have which cannot be overcome because you have no control over their situation. At this point, reassure the patient.
“Mrs. Jones, I understand that you are just not able to move forward with the dentistry right now. I just want you to know, we will wait with you. If anything changes in your life between now and your next visit, please don’t hesitate to call us.”