Delivering W.O.W. Treatment Presentations
The ability to proficiently present treatment and fees is critical to the success of your practice. The more your patients understand their dental needs and the fees associated with treatment, the more likely they are to accept your recommendations.
You want the patient to understand exactly what they need, why they need it, and the importance of getting it done now.
Most people dislike surprises when it comes to dental care and costs. Real understanding on the part of the patient leads to case acceptance.
Use stories and analogies focused on real life benefits for the patient. For example, eating corn on the cob or steak or even just being able to smile.
It is vital that the team member (presenter) presenting treatment and fees is confident and comfortable with this role. 70% of case acceptance breaks down because of the way the fees were handled. The presenter must understand dentistry and absolutely believe in the value and the quality of dentistry delivered in the practice.
Teach all team members the procedures that are being performed in the office. Together as a team, create and practice consistent treatment verbiage. Utilize the same verbiage the doctor uses to avoid any confusion and keep everyone in the practice on the same page.
It is critical that the presenter discuss the treatment and fees with enthusiasm. Listen to the patient’s financial concerns, enthusiastically promote the payment options, and clearly communicate the financial protocol.
Our patients’ perception is based on only 7% of our words, 38% our tone of voice, and 55% our body language.
Consistent fees and payment protocols are vital to build the presenter’s confidence and proficiency. A dental practice is not a bank or charity and deserves to be paid for services rendered. Never be uncomfortable about charging appropriate fees, or pre-judge a patient’s ability to pay.
It is a lesson I learned well over 30 years ago.
I can clearly remember misjudging a patient’s ability to pay only to find out later they were extremely wealthy. The patient arrived for their appointment disheveled and dressed in a dated threadbare running suit. I later learned the patient had just come from working on a home project.
The phrase “don’t judge a book by its cover” is a great metaphorical reminder that means one shouldn’t prejudge the worth or value of something by its outward appearance alone.
The following approach will enable the presenter to deliver W.O.W. Presentations.
Mindset
The goal of the practice is to make it as comfortable as possible for the patient to access the very best dentistry available.
Adopt a mindset of being an advocate to help the patient get the treatment they need and desire. Present treatment with care and concern, not assumptions, judgment, or criticism.
Informed Consent
A successful treatment presentation results in informed consent, not just scheduling treatment. Verify the following information with every patient:
- Sequence
- Time
- Compliance
- Investment
Handling Objections
It is essential for the presenter to actively listen to the patient’s concerns and comments. Their responses focused on: What’s In It For The Patient (WIIFTP). Use patient-focused benefits verbiage. Speak in “layman’s” terms so the patient clearly understands what is being said.
I teach W.O.W. Presentations. W.O.W. is an acronym for “weed out the weeds.” A weed is anything that might make your patient feel uncomfortable, unwelcome, or unsafe, and possibly destroy the relationship.
I have found the Feel, Felt, Found Method to show empathy works extremely well.
“I can understand why you might feel this way.”
It tells the patient you heard them and empathize with them.
“Other patients initially felt that as well.”
It tells the patient they are not alone and things can change.
“What they have found is….”
It tells the patient what another person found when they followed through: they got the results they wanted.
W.O.W. Process – Work, Options, When
It is important that there is consistency of treatment presentations amongst team members as well as clear documentation of all patient conversations.
Utilize the W.O.W. Process to deliver consistent and effective treatment presentations. This is a second acronym for W.O.W. which is “work, options, and when.” The W.O.W. Process is a simple three-step process:
- Work – Review treatment and fees with patient.
- Options – Offer options, finalize and sign payment arrangements.
- When – Offer two available appointments and schedule appointment.
Sample Verbiage for W.O.W. Process
Work – Review treatment.
- Hi Mrs. Johnson, I am Judy Kay, Dr. Wonderful’s treatment coordinator. I am here to answer any treatment questions, discuss payment options and help you schedule your appointment.
- Wonderful recommended the following treatment…
- Do you have any questions regarding the treatment?
Options – Offer payment options.
- Your total investment is __________. (If it is a large investment it may be advantageous to break down to cost per day. Dollar amount divided by estimated number of years/days equals potential cost per day.)
- We offer the following payment options. (I highly recommend utilizing the payment options form available on the Care Credit website. It will allow the presenter to communicate confident and consistent payment options.)
- Which payment option works best for you? (Let the patient choose which payment options works best for them.)
- I will have you sign this payment agreement and give you a copy. (Scan copy into patient chart.)
When – Schedule the appointment.
- Our first two available appointments are ___. Which would you prefer? (Share what you have, not what you don’t have; and avoid asking questions that may end up with you having to say no.)
- We have you scheduled on ____ at ________. (Reconfirm day and time.)
Delivering a W.O.W. Presentation is a win for the patient and the practice, resulting in a healthy smile for the patient and better bottom line for the practice.
I am thrilled to invite you to join me at AADOM’s Annual Conference in beautiful Orlando, Florida, September 9-11, 2021, to learn more about Delivering W.O.W. Presentations and Service!
Take a FREE test drive of AADOM membership!
It includes:
- 1 webinar recording
- 1 issue of the Observer Magazine
- A complimentary Q&A session with an AADOM Success Strategist
- 1 practice management podcast
- Bonus ebook from an industry leader
What do you have to lose?
