1. Preparation

At the outset, let’s define a few terms.

Features are the physical characteristics (attributes) of a service, answering the question, “What is it?”  Features supply the logic for the procedure or subject of the presentation —giving further detail.  Benefits are the value each individual feature provides to the patient.  Benefits are based on the emotional needs, wants and concerns of the patient.

Needs are the problems, often clinical, that a patient should have solved by the practice.

Wants are those things a client desires or finds useful.  In many cases, these are elective services. 

During the preparation phase you must first establish your client’s needs.  In order to find out about your client’s attitude toward his/her dental health and toward the appearance of his/her smile, have questions listed on your client information sheets and ask lots of questions during the interview stage of a new client’s first visit.  Only ask questions that you really want to know about.  These questions will be an exercise in fact-finding and need-finding.  Fact-finding questions allow you to learn about the client’s previous doctor, services rendered, and feelings or experiences regarding your profession.  Need- finding questions are service related.  Does the client have an obvious problem that you can correct?   Can you improve the client’s primary function or lifestyle enjoyment?  Be sure to respond to the client’s answers so as to make him/her feel you are truly interested in meeting the needs identified

Gather the necessary diagnostic information during the comprehensive oral examination.  This information becomes the blueprint for your treatment plan.  By the end of the new client’s first visit, you will have an understanding of (1) what the client believes he/she needs and (2) what the client clinically needs.

Next, you spend time planning the new client’s treatment.  The goal is for you to help the client want what you believe they need.  We all know that people buy what they want a lot more readily than what they need.  You must study all of the diagnostic information gathered; prepare the ultimate treatment plan to achieve optimum dental health and/or appearance; and then organize the presentation.  As you are writing, ask yourself:

• What do I know about this client?  What type of work does he/she do?
• What are his/her “hot buttons”?  What is he/she motivated by?
• What does he/she want?  What is his/her perceived need?  And what does he/she need clinically?

Plan each phase of treatment sequentially.  Indicate the number of teeth to be worked on at each appointment.  Notate the amount of time needed for each appointment and intervals between appointments.   The treatment plan must be explicit in order for your team members to make the very best financial arrangements and schedule effectively.

There may be the rare occasion whereby, after gathering all the diagnostic information and reviewing the client’s wants and needs, you discover that your service’s features and benefits cannot meet the client’s desires.  Consider whether it would be appropriate for you to refer the client elsewhere at that time.  Clients remember such consideration.

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