If you want high-dollar procedures done more often in your practice, this is the episode for you. Kiera specifies what needs to be in place, including skillset, morale, and language. This kind of case acceptance goes beyond the everyday appointments, and Kiera explains the difference.
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Transcript:
Kiera Dent (00:00)
Hello, Dental A Team listeners, this is Kiera. And today I feel like this is my bread and butter. I feel like this is what Kiera Dent was made to do. And I cannot wait to teach you guys the secret to getting patients to say yes to those high dollar, high ticket cases. We're talking the 20, the 30, the $40,000 cases. But the great news is these principles can be applied to your smaller cases too, because I just think that like how to do this and this is what Kiera's really good at. And I have a practice that ? implementing incorporating these tactics.
has been able to grow every one of their locations, multi-millions every single year. And people look at these practices, they see their stats and they say, how did you get these numbers? And they said, it all started the day we brought Dental A Team into our company. And that's just a huge testament to me, to the work that we do, to what our consultants do. And for anything, it comes from a passion of being able to help more patients get the dentistry that they need and deserve. So I just feel like there's so much fun to case acceptance and ?
It's not about selling, it's about words are free. And so let's use our words to the best of our ability. Let's use our words to the best experience for our patient. And let's help all of them have the trust, the clarity and the confidence to be able to say yes to those. You guys, Dental A Team is obsessed with helping you and your teams have more profitable practices, happier practices, happier teams, happier patients. We are obsessed with that. And our mission is to positively impact the world of dentistry in the greatest way possible.
and doing it in a tactical, practical, let's do this. So I really want you guys to hopefully take this on, take the system, take the tactics and help more patients say yes. And to just be proud of the dentistry you're able to do. Now, step one is you've got to be really, really good at dentistry. I can sell any dentistry. Like I feel like I'm a miracle girl for practices. I feel like there's easy ways to do this. But step one is we've got to have great dentistry. Otherwise our treatment coordinators and
our team and our patients that makes it very, very hard actually for us to want to sell dentistry. So step one of this is going to be you've got to actually do great dentistry. Okay, that's step one. So if you're not good at something, please don't sell it, go get good at it. But also please don't make it worse than it is. You might actually be a great clinician, but you don't give yourself the credit for that. So I'm on a mission to help the best dentists thrive, the best dentists do great dentistry and to help more patients.
So that's step one is I got to make sure that you guys are doing really, really, really good. Step two is getting patients to say yes, especially for these higher dollar ticket ? items. We've got to make sure that we've got dialed in systems. ? I use the example from Disneyland that people can feel perfection. And so does our team feel well oiled? And this means that our hygiene team is teeing up treatment. We're all looking for it. If our associate doctors are not doing this treatment and they're referring to our general doc, our, our owner doctor,
We've got to make sure all the associates and the hygiene team are trained on what to look for, how to present this, how to tee it up. Do we bring them back for consult? Can we diagnose it? What's the process for that? And if you want these high dollar procedures to be done more often in your practice, training your hygienist and your associates is one of the best investments of your time. So everybody's looking for it. We basically become a referring practice to our doctors that do these procedures. ? I really do believe that
everybody. So hygienist looking for it. Hygienist should be the first person and this goes for all treatment planning, but we're going to dive it into these higher dollar ones because there is a little bit different on how we actually present the treatment plan. But all these first steps should be all parts of high case acceptance. Now just also give a little credibility. ? Implementing these processes usually take for just general dentistry, it usually gets you up to a 75-ish percent acceptance rate up to 90.
Now, if we're higher than that, I know we might not be diagnosing as much as we need to, but in general dentistry, we should be cracking pretty high case acceptance. Now for my like 20, 30, 40, $50,000 cases, right around a 35 to a 45 % acceptance rate is going to be the targets we're looking for. And that is dollar for dollar, not one for one acceptance rate. So if that helps you guys, that's what we're going for. ? But step one is do great dentistry.
Step two is believe in the dentistry. And then step three is going to be where everybody is speaking the same language. hygienists should be the first person to tee up all dentistry. They should be the one showing the x-rays, showing the intraoral photos, showing all of that so the patient can absolutely 100 % see what we see. We want that patient to be bought in. We don't want to just try and help them like, okay, like you might have this. We actually speak in the same terms as the rest of our patients.
? In one practice what we did is we actually had the doctors tell us exactly how they diagnose treatment We as consultants recorded it on our phones and we had the whole team hear it and then we gave them all these recordings and the whole team has to listen to it and this was our fastest easiest way to get everybody up to par like driving into the office driving home from the office like listen to it in the office like you've got Christmas music playing but instead it's it's all the ways that we diagnose and describe this that way everybody says it the same way so the patients hearing it
multiple times in the exact same way. Now when the doctor comes in, there should be a handoff from hygienist to doctor. We call it the I creep. So introduce, compliment the patient, recap the treatment and say something personal. Hygienist, you want a fast exam? This is how you get it done. Doctors, you don't want to do that awkward dance of like, how do I get to know you without getting to know you, but I need to get to know you? This is how you do it. Introduce, compliment, that puts the patient more at ease, recap treatment already discussed, and then something personal about them.
Then doctors, we get them into a yes frame of mind. We're going to say, can I lean you back? Can I do a full exam on you? Yes, yes. You want to actually get them in the frame of mind of saying, yes. It's true psychology. Again, words are free. It's not manipulation. It is genuinely setting the stage to get a patient open-minded. They don't want to be at the dental office already. So how can I help them get into this higher frame of mind? Then after that, doctor's going to comprehensively diagnose. And then they're going to recap with what we call the NDTR handoff.
So next visit, date to return, time needed for appointment, re-care scheduled. This is going to be more for your general procedure. Then we take that, hygiene, then takes ordinal assistant, takes them up to the front office, say the exact handoff. Amalia's amazing up front. Dr. Smith wants to see Kiera back for that crown on the upper right. She wants to see her back for, you know. ?
an hour and a half and wants to see her in two weeks and she already has her cleaning scheduled. And then from there, the front office team picks it up. Let's get you scheduled in two weeks. I've got Monday or Wednesday, which works best for you. We need an hour and a half and then we go over financing. That patient has now heard this multiple times of the exact same thing. And that same process, just with a small fine tuning is going to be for these larger cases. Typically larger cases, yes, they are found in hygiene, but oftentimes it's going to be a little bit longer of a
consult if you will, ? because we want to make sure that we have the before and after photos. We want to make sure we build trust with them. This is where having the hygiene team tee it up. This is where we have the perfect handoffs between doctor and hygienist. And then the doctor has to have confidence and clarity. So you've got to work this like pre-treatment build to make sure that the patient feels like they already know kind of what we're looking at. If it's all built up like this, it's very warm, it's very consistent.
everybody's on the same page. Your team feels like your patient feels like your team has their stuff together. And that's what we want. So I would look at this, like how are we doing on pre-treatment? Not even if just large cases, but how are we doing with those handoffs? How is the handoff from hygiene to doctor? How is hygiene teeing up treatment? How is everybody talking about treatment? Are we all on the same page or are we all on different pages? What does that look like? And then from that,
We wanna make sure that we're really, really, really good on visuals. So are we doing scans? Are we doing mockups? Do we have photos of before and afters of the cases? Do we have clear and simple explanations? Do we have ? more like this is information. So if we're doing an all on X case, do we have information about what this happens and what are the steps? And do we have it broken down into really easy steps for them? I actually changed up treatment plans on these larger cases to step one is extraction in place.
Step two is impressions and step three is delivery. Those are very patient friendly. If our case is 45,000, I break it down to step one is, you know, 19 ish thousand and then step two is going to be like 11,000 and then step three is whatever the remainder of that is. This way it's very simple. They can pay in full for some practices or we pay per appointment. Now with these larger cases on AR and also on production and collections to make sure we're not having these huge spikes.
Sometimes it does make sense to have the patient pay as they go. Other practices want a pay in full. Both are totally fine. But what we've got to do and what we also have to realize is when we go into the finances. So typically when I'm presenting like a one to $7,000, I'm gonna schedule them first, I'm gonna present the dollars, I'm gonna talk the insurance as a coupon. ? Here's total treatment, here's your insurance estimate, and then this is the total when I see you on Wednesday. Or if you would...
require a deposit, take the deposit then, and then ask what questions they have. Then we go into financing options, but it's just a very clear, very confident space that we're gonna walk into. Now, if I'm presenting a 20 or 30 or $40,000 case, it's psychology. It's a smooth flow from front to back. It is the confidence that we are gonna do the best for you. Here's what's going on. Let's talk about it. What questions do you have? I wanna make sure that you're very confident moving forward. Dr. Smith is the absolute best dentist.
to create this and to do this treatment for you, like you were in good hands. Notice in there, I edified my doctor. I made sure that I asked them what questions, not do you have questions? The last thing I ever wanna do is have my patient tell me no. I wanna keep them always in a yes frame of mind. Now, we're gonna look at this of cost. I'm not going to plant weeds in my flower garden on purpose. I don't wanna say like, is a big investment for you. Why am I saying that? It's not a big investment. This is an investment.
This is you taking care of yourself. This is you deserving this. Like how exciting is it to be able to eat food that you haven't been able to eat for the last however many years? How exciting is it to smile with confidence? I am going to radically focus on the positives for this. And then I'm going to go after and ask them what questions they have. I don't want to pre-assume question marks that they have. When people come in for these 20, 30, 40, $50,000, they're not going to be sticker shocked to see that it's that amount. Some of them might.
But the general population knows just like I use the example of when we were doing IVF, IVF is $50,000 per procedure. It's not ? a cheap procedure. And the buyer is very educated when they walk into that. So it's not like what 50 grand? You didn't tell me that. It is more a great, this is what it is. What questions do you have? I want to be here as a support. Now for some offices, they do offer financial avenues that some people might not have thought about. For example, polling from a 401k.
For example, a home equity line of credit, going to a bank, you might work with a local bank and having some of those options just so people can see. And I will tell you an IVF, they did actually offer this with us and they put that in our sample, like our folder that we took home with us, just because they wanna make it to where it's easier for us not to have a barrier or a concern. I will say that a lot of times these larger cases are a two-part close, not a same day close. That does not mean that people don't just hand over their credit card and pay you.
80,000 or 150,000 right there on the spot. I've seen it done many times. So I'm not going to assume that people need that, but this will be a tool in my tool belt. Lending Club, Cherry, some of these are going to be better at financing higher amounts. ? And so we're gonna look for that. Sometimes applying for financing in the office through Care Credit, or like I said, Cherry or Sunbit, or some of these others. Lending Club, look to see who you can use. It's going to really help. do know Cherry is a very big fan favorite. ?
that does help fund some of these higher ones. A local bank is a great thing and have a direct line to your person that's a loan processor there that can actually help these people get loans. It's a $50,000 procedure. That's like buying a car. There are loans for this and it's not uncommon to do that. And so helping the patient of whatever questions they have. They might have questions about the recovery time. They might have questions of the payment options. They might have questions all the way around. So,
Be really crystal clear in your practice of do we collect in full before we start initial records? If so, it might be a two part close where they've got to go find out their financial options, but you set the followup because again, you're a concierge of these, we're a high end, this is a high end surgery, we are completely changing their world. For my IVF, I had a financial coordinator who talked to me, I had a treatment coordinator who talked to me, I had a nurse who talked to me, there were steps through this whole process to make me feel confident.
Confidence is going to buy these and close these cases for you. Your treatment coordinator being exceptionally confident. They don't have to know all of the dentistry, but they do need to be confident talking dollars, looking for solutions and being confident in the dentistry you do. I will say all the time, people will hear me. No matter what size treatment plan, people are buying the doctor's confidence and they're buying the treatment coordinator's confidence. If you're confident that this is the best dentistry that people are ever going to get, you will close radically more cases.
Also your psychology, what am I thinking? Am I thinking like, that's a big number. If I am, people are going to feel that versus like it's a number, it's a treatment plan. This patient deserves great dentistry. So we really have to make sure and also with payment options, not being over the top on these financial avenues. You offer them 70 different options, they're going to be very confused. I prefer two to three that I'm very confident in. I know the ins and outs of them, things that most people use. I might have a few of these that are just a little bit more.
like unconventional, for example, the 401k or the home equity line. A lot of people don't even think about those as options, but they are viable options. ? And then from there, we wanna just make sure that we are dialed in and we have a very, very solid followup on these if we don't close same day. But practice it, track your stats, look to see how you're doing on it, review your stats with your treatment coordinator and doctor every single week.
record yourself and listen to yourself back. And I know that sounds wild, but this office that we've added multi-millions to five locations, the treatment coordinators literally record themselves and send it to me and we listen to it. I role play with them for years. Every other week we are role playing. We are talking about it. What's going well, what's not going well. What's the psychology, what's the breakdown. I had a treatment coordinator the other day get on with me and she said, you know, Kiera, like 45 grand is like my large case for me.
But what I'm struggling with are these like perio ones where we're charging like 900 for gingivitis and I just don't know how to get through it. And so sometimes also presenting the other side of the coin. What happens if they do nothing? What happens if they start now? A lot of these things, but what I've learned is closing these cases is a finesse. There is clarity on schedule first. There is clarity on being direct in our treatment plans.
There is clarity on having a very simple process of step one, step two, step three. There's a very clear, like very strong correlation of higher acceptance when it's that clear, that direct, that confident. Because if I'm going in for surgery, the last thing I want is somebody who's like wishy washy or we can do it this way or what do you think or what do you want or you know, if you need it or if you want it. No, I need somebody who knows what they're doing. This is a $50,000 case. This is a $20,000 case.
We need to have our ducks in a row. We need to be very thorough. We need to be very confident in it. And we need to present this plan and help more patients. So when we look at all this, number one, we got to do great dentistry. And number two, everyone needs to be speaking the same language. And we need to have the psychology that everybody wants our dentistry. And we're great here. We need great handoffs, that warm handoff of teeing it up from hygienist to doctor. Everybody's speaking the same language. We need to be showing them.
testimonials, this is what it's gonna look like, transformations, this is how your life is going to change, this is how this one patient said. And then from there, we're going to make sure that we also are really, really strong on our how we schedule, how we do our handoffs, how we present the dollars and the financial clarity and the very, very clear next step for them. And then very, very strong follow-up. If a patient doesn't schedule in the office with me, it's two days, two weeks, two months of follow-up. I am going to be very rigid with my follow-up. I'm going to have a follow-up.
And then I'm going to review every single week my progress. I'm going to look at what I closed, what I didn't close, what was said. I'm going to listen to my calls. I'm going to listen to the doctor exams because usually, and I hope every one of you hears this, usually cases are won or lost by one or two words. It's not usually all the rest of it. We've got to have all the other pieces in place. But usually when I listen, I hear one or two words that tips a patient in one direction or the other, like,
It's very small, it's very much psychology, it's very much what you're hearing that's not being said is usually what's winning or losing this. I tell everybody sequence matters on how you present treatment plans. We can have a combination lock that the combinations one, two, three, and we can put three, two, one. I had all the right numbers, but in the wrong order and I don't open it. Same thing with presenting these larger cases. I can have all of the dots, but in the wrong order and I won't close. So this is something of.
realizing that when patients say yes, they trust you, they understand, they feel safe, they feel seen, they feel heard, they feel your confidence, and they feel very confident in their decision that this is the best absolute option for them. So I really hope that you realize that high value, high dollar dentistry is partnering with patients. It's transforming their life. It's giving them the confidence and they didn't have, it's giving them life experiences that they didn't have. And so this is a dialed in of how do we get more patients to say yes?
How do we get more patients to optimal health? How do we make sure that patients are getting the best dentistry with you? Now, if they come to you and they give the objections, time, money, spouse, la-di-la-di-la, those are just to me, top line levers that are telling me of an underlying root problem. And I need to listen for that. I need to answer that. And I need to listen to what's not being said and respond to what they actually need. So this is what I love to do. This is how we help a lot of offices.
? I'm obsessed, like we said, we role play with people, we help them, we transform them. And if we were able to boost your case acceptance one or 2%, what would that do for your practice, let alone 10, 15, 20 %? This is something we're obsessed with and I hope that you guys just heard some great tips, some great tools that you will go implement in your practice. Case acceptance to me is one of the greatest gifts you can give your patients. Doing great dentistry is what this is all about and helping patients see that and say yes to you is the greatest gift you can give them. So if we can help in any way, reach out.
Hello@TheDentalATeam.com. Go change lives, go change smiles, go be confident in yourselves and just know I'm rooting for you. I'm here in any way we can help you. And as always, thanks for listening. I'll catch you next time on the Dental A Team Podcast.