Cathy Hazen began her professional career in Automotive Sales, and entered Orthodontics as a Treatment Coordinator in 2009. She is currently the Operations Director for Dr. Michael Lanzetta and DOS, an Invisalign only practice in downtown Detroit. With her background in sales, she has worked out effective and practical ways to increase case acceptance by exceeding expectations with “Little Wows” throughout the entire practice.
In 2011, Cathy created 3 Leaf Consulting and has been continuously asked by Align Technology to travel throughout North America sharing her success with Invisalign.
If you aren’t asking for the START, you are doing a disservice to your families!
I sit here at 4:00 AM, as I do these days because as I get older, I’m turning into my father, “A ridiculously happy and upbeat morning person.” No one from my college days would ever believe it.
So I’m sipping my coffee and thinking about my father. My dad was an incredibly successful on-the-road salesman. I have had the good fortune to be raised by a salesman who gifted me the “sales gene.” The saying, “She could sell ice to Eskimos,” has always followed me. All of this reminiscing made me think, “I am so proud to be the ‘salesperson’ of the practice.”
Over the years, as I travel the country speaking for Invisalign, when I mention that I have a background in car sales and use the word “salesperson,” it brings a response of, “You’re not pushy.”
You don’t have to be “pushy” to be a great salesperson. When you can see that NOT asking for the start actually creates more of a chance of disservice, you’ll understand why we have to ask or assume the family will be staying for records or treatment today.
Are you the best choice for anyone who could be stepping foot through your doors? I’m very hopeful that everyone is thinking “Yes” as they read this.
By not assuming that the family is starting with you actually means you’re willing for them to maybe not get the “BEST” by walking out the door, and when they walk out the door, they are susceptible to making the wrong choice of not starting with you.
Presumptive closing needs to become second nature for everyone in the practice, Front Desk, Doctor, TC and Clinical Team Members.
It is not ‘if you start” but, “When Noah starts treatment with us, he will be able to use our tooth brushing station for his appointments.” This is just one small example used during the TC’s tour of the office. The front desk also needs to apply these skills during the intake call. I suggest making “If” a naughty word with your team.
For us Treatment Coordinators, we’re pretty good at this, but when we get to the one-yard line, we flake out. This is where the “fear of pushy” sets in. I suggest seeing the one-yard line as the time to truly make sure the patient is with the very best practice—yours!
A parent might ask, “I just finished my financial presentation. Where do I go?”
This is how I used to proceed:
“In order to save you an appointment, we can do Noah’s records today.”
I have evolved to:
“I see you have selected $500 down. Which form of payment would you like to use: cash, check or credit card?”
I understand, baby steps, so try using the first example with the sincere belief of, “If they don’t start with us, the patient isn’t getting the BEST.”
I invite you to think more on how not asking for the start is actually a disservice:
The parent took time to ask family and friends about you, and then took time out of their busy schedule to call your office to schedule the exam.
Plus, the parents potentially took time off work and/or pulled the kids out of school or sports to come to this appointment. So, are you being “pushy” by assuming the start and boldly asking for it–or are you delivering what they expect?