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    A Plan for the Plan: Dental team strategies for the NEW dental economy.
    A Plan for the Plan: Dental team strategies for the NEW dental economy.
    A Plan for the Plan: Dental team strategies for the NEW dental economy.
    Ebook103 pages1 hour

    A Plan for the Plan: Dental team strategies for the NEW dental economy.

    By John Estefano

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    About this ebook

    This book takes dentists and their staff through the labyrinth that is Case Acceptance. Through the application of the Mastery of Case acceptance program, the book's author John Estefano has successfully closed over $25,000,000 in the past 8 years. The techniques enclosed in this book will help the entire staff understand the basics of case acceptance so that they can easily be mastered.
    LanguageEnglish
    PublisherBookBaby
    Release dateApr 21, 2017
    ISBN9781483596655
    A Plan for the Plan: Dental team strategies for the NEW dental economy.

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    Book preview

    A Plan for the Plan - John Estefano

    Now?

    Preface

    In the summer of 2015, I decided to conduct an experiment. I would seek out and explore a few different dental practices, and I would learn about the patient experience. I truly was shocked by what I found. The experiences that I had while visiting these offices reaffirmed the need for this book and the courses that I put together. When I visited these offices, I identically stated my condition to each and every single dentist. Treatment plans proposed to me varied from $59 for a simple prophylaxis, to scaling and root planning that I did not need, to $56,000 worth of implants and veneers that if I bought today I could have gotten for $35,000 out the door. Needless to say, I was not signing up for that treatment plan even though the office was a palace in the middle of Beverly Hills. This book is not going to teach you how to diagnose your patient’s conditions, but it will reveal the mistakes that 90% of practices I visited had in common, and how you can avoid them. Most of these practices failed to listen, address my needs, and most important, use the information I gave them to get me to say YES. Only one of these practices picked up on my hot buttons, and only one listened to me and would have earned my business. I hope to be able to help you turn your practice into that one: the one that listens, the one that closes, and the one that would have earned my business and all my family’s business. This book provides all the tools you need be that one practice. Only one practice presented me with A Plan for the Plan. In the past eight years, I have personally sold more than $25,000,000 in treatment with various doctors, with varying sales abilities. I have nurtured, coached, and inspired doctors to become better communicators and better dentists. The one thing that I always had was a plan for the plan. You need a plan for your treatment presentations. After all, if no one buys what you are offering, then your skills are wasted. I want to help you communicate your skills in a way that not only increase your production but also will help you prevent your hard-earned patients from falling into the hands of lesser skilled practitioners who are just better at talking than you are or have a better- trained staff. Let’s fix those problems now, so that you can live out all the dreams and hopes that you had in dental school and when you opened your practice. Here’s wishing you the very best and many years of prosperity using the tools enclosed in this small but powerful book.

    —John A. Estefano

    Chapter 1

    I Know That You Are Good

    A few months ago, I had a conversation with a dentist friend who was being a bit hard on himself; he is young and, much to his credit, eager to learn. He looked visibly upset, so I pulled him aside and asked him what was troubling him. He proceeded to ask me what he was doing wrong, why with one of the country’s best dental educations, he wasn’t making the money that he thought he should be making. He said to me, I’m smart, I am very good at my job, I know what I am talking about, I am funny, and I am good looking. I told him something that blew his mind. I agreed with him that he was a great dentist. He’s a young, energetic, good-looking guy; wickedly smart and graduated near the top of his class from one of the most prestigious dental schools in the country. I finished off by telling him that these things were not enough because he had no plan.

    He has $600,000 worth of debt from student loans, and in that $600,000 not one dollar was used to tell him how to make money with the skills that he was acquiring. He is working as an associate in a corporation that may or may not have his best interests at heart. What he didn’t understand is that he will never be able to get out of that debt unless he does one of three things: (1) inherits a large sum of cash, which was not in the cards for him; (2) somehow hits the Powerball lottery and becomes an instant millionaire; or (3) he gains the skills that they did not teach him in dental school. That is, learn to be a salesperson and a great communicator.

    You see, it is not enough to be good looking and have those three magical letters (DDS or DMD) at the end of your name that most dentists believe make patients fall at their feet and automatically do what they are told. It’s something that they don’t teach you in dental school. How do you get people to do what you know is right for them? How can you communicate that you care enough about the patient to tell it to them straight? How do you overcome the mentality that the Bentley outside the practice is not yours and that you are driving a modest, midsized automobile until you pay off that debt of $600,000? The answer is higher productivity through higher case acceptance through sales. Whether or not you like it, you must learn to be a salesperson if you want to make it big in this business.

    The best and most productive dentists I have met have one thing in common, and it does not have anything to do with the skills they learned in dental school, they are all awesome communicators and salespeople. And, no, you cannot say I will just hire salespersons and let them sell my treatments. It doesn’t work that way. If you don’t sell your philosophy, your passion, your drive, and your skills to your patients, they won’t buy your services no matter what the price.

    Know this: Corporate dentistry is eating your lunch. If you work in a private practice setting, every day more and more patients are leaving the special treatment of private practice for those practices advertised on huge billboards generated by humongous advertising budgets that corporations have in their arsenal. Your competitors have significant Google AdWords budgets that actively bury the organic listings that you have been working hard to obtain. But all hope is not lost. You still are getting patients in the chair, and the good news is that you can learn the tools you need to raise your production per patient, while also making them happy enough to increase patient referrals, resulting in more treatment production, that will enable you to

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