Objections are Opportunities

September 12, 2017
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Back in the day, during the “Golden Age of Dentistry” a dentist was assured success
merely by outfitting an office and hanging out a shingle. Dentists were overwhelmed with
a deep schedule filled with patients wanting to “fix” their teeth with MODBL wraparound
amalgams, “Adaptic” composites and gold “veneer” crowns. Life was simpler for our
patients. There was the early abundance of the “Baby Boom” era and seemingly little
competition for the discretionary funds allotted to “fixing” one’s teeth. There was little
confusion with dental insurance as it could only help and the benefits allowed were
reasonable for the fees that were charged.

A great deal has changed since that time. The “Baby Boom” generation has given rise to
multiple industries, which seduce this population’s desires to look good, feel well and
have fun. Consumer electronics is a $1.3 trillion industry. The automobile industry shows
revenues of $609 billion. Entertainment yields $500 billion and Fashion pulls in $300
billion. Dentistry, by comparison has become a smaller “player” at $110 billion. The
difference is that years ago people “needed” dental treatment and they readily paid to
have it done. Today, they want many expensive “things” more than the dentistry they
need. Our industry has tried to help keep dentists in the forefront of things that people
want with the development of cosmetic materials and procedures. The cosmetic results
that we are able to achieve with smile design, ceramics and resins, and even whitening
should have boosted our success in having patients choose dentistry over other
indulgences. There has been a huge disconnect in dentists being able to overcome their
view that dentistry is needed more than the truism that it is optional. In nearly every
practice we visit, dentists and their teams exhaust themselves “educating” patients about
what they need and they then become frustrated when patients say, “Doctor, I’ll think
about it.” or “I’ll do the fillings, but I’m going to wait on the crowns.” We need to guide our
patients into making better “emotional” decisions about their care.

Realize that our success is not dependent on educating our patients and telling them
what they need to have done, but rather working in conjunction with our entire team to
inspire our patients to want to care for situations in their mouth, which may have a
greater impact on other aspects of their life.

The alternative to patients dismissing their need for treatment and leaving with
statements like I’ve listed previously, and having some interest, is when they begin to
ask questions. From what we have seen, most dentists view the concept of questions as
potential objections to treatment. Nothing could be further from the truth. The fact that a
patient asks questions means that on some level, they have connected with the concept
of treatment and they are looking for the doctor or treatment coordinator to help them
through the intellectual concerns of their emotional “want”.

The perceived objections to treatment usually surface with questions about 5 very
distinct potential barriers.

1. Cost

2. Fear

3. Time

4. Need or sense of urgency

5. Trust

If you and your team are able to help the patient satisfy their concern for whichever one,
or more, of these issues is raised, then you will turn this potential objection into an
opportunity to provide them with the care that you know they need and now, they want.
The key to overcoming these objections is having benefit oriented scripts which validate
the patient’s concern, reinforce that others have had similar concerns and providing the
patient with solutions to help them overcome their perceived objection. When you
accomplish this you can convert objections into opportunities for comprehensive care.

Dr. Katz Bio

Dr. Katz’s practice was destroyed by a series of life tragedies 15 years ago. He
systematically rebuilt it to become a multi-million- dollar practice with an emphasis on
relationships and customized care. Dr. Katz is a Master in the Academy of General
Dentistry and a Fellow in the International College of Dentists. He has been the Team
Dentist for the New York Jets Football Team and a Dental Consultant to Channel 5 Fox
News in New York. He was the owner of Smiles On Broadway Dental Care in Malverne,
NY for 32 years and he was the Founder of Smile Potential Dental Practice Coaching.
He is an award-winning speaker, author and Practice Coach. He can be contacted by
phone at 516-599- 0214 or by email at drkatz@smilepotential.com. Be sure to contact
Dr. Katz for the scripts to help overcome objections, as discussed in this article. For
more information about growing your practice, look at his website at
www.smilepotential.com

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