Understanding the Sales Code for Orthodontists

In the ever-evolving world of orthodontics, understanding the sales process is not just beneficial—it’s essential. In our practice we are having issues getting butts in seat. We get leads, but we also get a lot of no shows. Here are a few of the things we have implemented to improve our closings.

The Fundamental Reason Behind Every Purchase

Every purchase, from the most basic to the most luxurious, is made to solve a problem. Take, for instance, the simple act of buying a toothbrush. The primary purpose isn’t just about oral hygiene; it’s about preventing cavities, ensuring fresh breath, and maintaining overall dental health. Similarly, in orthodontics, when a patient opts for braces, they’re not just looking for aligned teeth but also improved oral function, enhanced appearance, and increased self-confidence.

Beyond Basic Needs: Emotional and Status-Related Purchases

While basic needs drive many purchases, emotional and status-related motivations often power luxury buys. Consider the automobile industry. While a basic car serves the purpose of transportation, luxury brands like Mercedes or Tesla offer status, advanced technology, and a unique driving experience. In orthodontics, treatments like invisible aligners might appeal to adults due to the discretion they offer, addressing both a functional and an emotional need.

The Deterrents in the Sales Process

Every sales process faces deterrents. In the world of e-commerce, for instance, abandoned carts are a significant issue. Customers might be interested in a product but abandon their purchase due to high shipping costs, complicated checkout processes, or second thoughts. Similarly, in orthodontics, a patient might be keen on a treatment but could be deterred by costs, treatment duration, or fear of the procedure.

The Four Pillars of Purchase Decisions

Every purchase decision can be broken down into four main factors:

Time – The Dominant Factor

Time’s significance in the sales process cannot be overstated. Companies like Amazon have revolutionized shopping with Prime’s 2-day shipping, emphasizing consumers’ desire to receive products quickly. In orthodontics, treatments that promise faster results, like accelerated orthodontics, can be more appealing to patients eager to see quick results.

The Concept of ‘Flow State’ in Sales

The ‘Flow State’ is a concept where individuals are fully immersed in what they’re doing, leading to increased productivity and creativity. Writers often speak of being “in the zone” when words flow effortlessly. For salespeople, especially in fields requiring detailed consultations like orthodontics, maintaining this flow can lead to more effective patient interactions and better treatment recommendations.

Tailoring the Sales Pitch in Orthodontics

Orthodontists, like all professionals, must tailor their sales pitches to their audience. It’s not just about presenting treatment options but understanding and addressing patient concerns. For instance, a teenager might be more concerned about the aesthetic aspect of braces, while an adult might prioritize treatment duration. By addressing these specific concerns, orthodontists can provide more personalized and effective consultations.