The Dentist HackBook Of Selling: Unlock Patients' Minds To Buy Your Dentistry

By PLAMEN ZHIVKOV

A compelling collection of selling hacks which successful dentists use - straight from the dark corners of Neuroscience! You think you know what your patients want and need? Wait until you've read this!

"Don't spend thousands on generic communication courses -- buy this book"

"Every dentist needs to read this book!"

"The Hackbook has everything I wasn't taught in dental school about how to be successful"

What's inside:

- Verbal and non-verbal communication secrets

-  Ultimate conversation control using frames

- How to stimulate the subconscious mind of your patients and increase their desire to use your services

- How to build instant rapport and make any patient like you within seconds

- How to harness the power of patient testimonials

- How to structure your product line in a way that sells

- Feel confident when talking about money and expensive treatment

- What to say to patients -- word-for-word!

- A huge list of phrases to build your own unique persuasive style

- ... and more!

Shhh! Don't tell other dentists about the Hackbook!

• Language: English
• Publisher: Dentalchemy
• Release date: Feb 16, 2017
• ISBN: 9781386489054

Book preview

Foreword

  Writing a book on an intriguing topic, like selling in healthcare, is a tricky task. So, let me tell you something first — use this knowledge at your own responsibility! This book is full of powerful communication and sales strategies, derived from years of scientific research, so you can start using it right away. It may be the most valuable book on communication and selling techniques which every successful dentist uses daily. Get ready to supercharge your selling and communication skills.

  The Western health system has taught us that patients’ best interests are #1 priority for the clinician. If you ask me — let’s keep it that way. Litigation in medicine is too serious a headache to risk crossing the red line. Guard your patients’ interests and, in doing so, you will guard yourself. Be honest and never pressure patients into buying unnecessary treatment. Instead, facilitate their freedom of choice by exploring their desires. You are on your way to developing your communication and persuasive skills by creating ‘win-win’ situations. This book will teach you how. If you have any questions or need additional training, feel free to visit www.dentalchemy.com.

  I would like to thank all authors and scientists who, in one way or another, have contributed to our improved understanding of the human mind (see Bibliography section at the end) and inspired me to stand on their shoulders.

  I extend my gratitude to my colleagues and friends who enthusiastically undertook the task to help me with the book — Valerie, for her sharp social intelligence skills and contributions to the text; my mentors over the years who taught me the intricate details of the profession; my patients, whom I have been able to treat accordingly by further developing my communication skills.

  I thank my parents for giving me freedom to develop myself.

  Thank you, the reader — my colleague, friend, curious person or everything at once.

Plamen

February 2017

Why You Need This Book

  Imagine the scenario — you are a good dentist and you love what you do. You’ve been advancing your knowledge and skills over a long period of dedication — physical, emotional and financial. In your daily practice you wholeheartedly strive to deliver dentistry which makes patients happy. You feel like you always go the extra mile during dental procedures and often provide treatment for free. Absolutely free.

  Really?!

  If this is true, then you may have a difficult time believing that you, in fact, are worth a high price tag. Is it because you feel anxious discussing costly treatment with patients? Do you reduce the fees just before you inform the patient of the bottom line? Do you dread providing certain dental treatment because talking about expensive procedures is an issue for you? Your hands get sweaty, you lose eye contact with the patient, your confidence plummets to the surgery floor and you miss an opportunity to help someone in need. One lost patient today, two lost patients tomorrow. You enter into a vicious circle of low confidence and a self-limiting dental experience. Sometimes you think that patients don’t really ‘get you’, or, perhaps, you should have chosen a different profession.

  If that dentist is you, then this book is your remedy. Irrespective of your current status, this book is suitable for all dentists — undergraduates, postgraduates, experienced general dental practitioners and specialists. It will help you become a more empowered version of yourself — a successful communicator and a confident salesman. Enriching your verbal and non-verbal communication skills will allow you to see beyond the meaning of words. You will be able to better understand patients’ attitudes and what they really need. Recent graduates will benefit from learning the word-for-word section which can be implemented in practice straight away. Get ready to uncover the secrets of gaining instant trust and authority so patients listen to you. You will learn how to control the flow of conversation and how to stimulate your patients’ minds to increase their desire to use your services. The book will also teach you why making patients’ dreams come true in surgery is part of healthcare, and how money is often an obstacle more to the dentist than to the patient. Talking about costly treatment will become your second nature, so you can practice dentistry with joy and satisfaction.

  There is a multitude of books written on the topics of communication and selling, covering many areas of life. However, this is the only book on selling in dentistry which incorporates elements of clinical scenarios, psychology, hypnotherapy, NLP and practical neuroscience. Theories from these subjects have been carefully selected and unified to form the foundation of the text. As you internalise these ideas yourself , you will begin to notice an emerging pattern — your interpersonal skills will become more natural, your confidence will return, and you will recognise the potential to increase your case acceptance by taking on bigger cases.

  Being a dentist myself, I know how little we were taught about communication and business in dental school. In fact, we have come to believe that ‘selling’ is such a dirty word that we should put ‘ethical’ in front of it. Hopefully, the knowledge in this book will challenge your views on selling in dentistry because being ethical is just the beginning. It is practically impossible to be unethical when you deliver treatment according to your patients’ health needs. If you still believe that selling in dentistry can be ‘unethical’, then maybe you haven't fully diagnosed the patient or you are prescribing unnecessary treatment.

  This book will not teach you how to practice dentistry in the sense of diagnosing diseases, treatment planning and technical aspects of the profession. Also, this book is not a cynical ‘formula’ or a ‘get-rich-quick scheme’ for scamming people.

  With that said, allow yourself to take this opportunity to experience dentistry in a brand new light, transforming your thinking as a dentist and enabling you to expand the psychological and social aspects of your care. Take hold of the keys to you patients’ minds so you can fully examine their desires (not only their teeth!) and provide them with the best available treatment options. Your patients will be grateful you did.

Chapter I

Communication

The ‘7-38-55’ Rule

  If you are interested in the field of communication, then you surely have come across the name of Albert Mehrabian. In his popular (and also controversial) studies about non-verbal communication, Professor Mehrabian reveals an understanding of what’s important when exchanging thoughts and feelings with other people. He has suggested that words carry only about 7% of the information that we transmit. It turns out two other communication channels are actually more powerful than words — our body language (55%) and the tone of our voice (38%). Simply knowing the meaning of words may not be sufficient to persuade your patients. We may think that we understand the hidden meaning of words, tone of voice and body language when communicating with others; but, do we? People tell us — It’s not what you say, it’s how you say it.

Words

  We use language to describe reality and language is used to build the foundations of our society — from religion, philosophy and law to medicine and space science. Recognising the power of language is the key to understand how life and society work. The building blocks of language itself are the words. We use words to describe experiences, gain knowledge and understanding, explore new