Selling Dentistry so it doesn't feel like Selling Dentistry

Jan. 21, 2014
Nothing in dentistry creates more controversy than the concept of "selling" dentistry, yet being adept at selling and persuading is a critical skill in dentistry.

A Peer-Reviewed Publication Written by Janet Hagerman, RDH, BSDH


Nothing in dentistry creates more controversy than the concept of "selling" dentistry, yet being adept at selling and persuading is a critical skill in dentistry. How can you sell without feeling like you're selling? Regardless of your profession, hobby or personal connections you are always selling something through relationships and service. How good are you at it?

What's wrong with selling dentistry? If a practice is not profitable it cannot exist, let alone succeed. Dental practices are a combination of clinical protocols for best patient care with best business principles to be as profitable as possible. The two are not mutually exclusive; indeed they are interdependent. So why not examine solid, ethical sales strategies and apply them to dentistry? The fact is we all like to buy; we just hate to be sold. The good news is that selling is a learned skill, so anyone can become better.

This course will provide strategies to increase case acceptance (sales) boost production (and profits), while enhancing patient care. Learn the true meaning of selling, and how to manage this concept in an elegant, non-intimidating manner that creates value for your patients, and makes you feel great about what you have to offer.

Educational Objectives:

At the conclusion of this educational activity participants will be able to:

  1. Utilize the Values Questions to discover patient needs
  2. Utilize the Treatment Triad to prioritize treatment
  3. Increase patient treatment case acceptance

To view this course in its entirety, please click here.

Janet Hagerman, RDH, BSDH, is an international author and speaker, PennWell advisory board member and coach. A graduate of the Medical College of Georgia, with over 20 years of dental experience coaching private and group practices, Janet's focus on communication and leadership empowers health professionals nationwide. Her articles are published in numerous dental journals. Janet is the author of the upcoming book Selling Dentistry-Ethically and Effectively. Contact Janet at [email protected]

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