2. Presentation

When you are able to match the client’s needs with the services you have to offer, it is time to plan your presentation.  It can be at a scheduled consultation or a routine visit; and can be delivered to a new or existing client.  The presentation can be subdivided into three parts:  Introduction; Actual Presentation; and Commitment.

Introduction
 

During the Introduction phase, initiate the conversation.  Be relaxed, warm and friendly…first impressions are lasting.   Remember, you are presenting treatment recommendations to a person who has no dental background.  It is imperative that you use client-friendly terminology and that you do not talk too long.  If you lose someone during a presentation, it is nearly impossible to regain his/her attention.  And it is crucial that you be an effective listener.  The client’s ideal perception of you should be that you are sincere, organized and professional.

Here are a few basics relating to the Introduction phase:

1. If necessary, introduce yourself first (title, responsibilities).
2. Describe your objective in meeting with the client.  Let them know what you are going to discuss with them.
3. Request permission to proceed and ask questions.  This demonstrates professionalism and respectfulness. For example, “With your permission, Mrs. Jones, I would like to ask some questions about…..”  Asking questions helps you identify and clarify objections.  Asking questions keeps you in control of the situation.  An effective presentation will build the interaction you seek.
4. Keep yourself in an upbeat frame of mind.
5. Work toward creating a positive first impression.

Be aware of the importance of your body language.  Approximately 60% of how your message is perceived comes from your body language.  Always be enthusiastic.  Clients are impressed by the visual first…how you look (dress to impress); how you act (enthusiastic and alert); how you handle yourself (professionalism); how you communicate (concise, appropriate tone, proper diction; good grammar; a cadence that is similar to the client’s). 

Practice makes perfect.  Handshakes, posture, crossing of legs, nodding of your head, comfortable eye contact (not constant staring), are all learned actions.

Listening is by far the most important communication skill.  It doesn’t come naturally.  It is also a learned skill.  Whenever you respond to a client’s statements, speak intelligently and try to talk about what he/she wants, needs, or is interested in versus what may be your own preplanned agenda.

Knowing when to repeat statements is very important.  Once you feel you understand the client’s needs, you should restate the related features and benefits that your service offers.  The technique is called Creative Redundancy.  Always base your recommendations on the verbalized needs the client brings up—not on what you “think” he/she needs.

You must be prepared to repeat yourself—sometimes again and again—as this is the key to learning.  Remember that the client knows very little, if anything, about dentistry.  As you repeat yourself, you strengthen the client’s ability to (1) have a better understanding of what is occurring in his/her mouth, and (2) learn more about the treatment being recommended and its benefits.  Keep the explanation about treatment simple when describing the techniques involved—clinical language only confuses the client.  And a confused client cannot make a clear decision.

Here are six important rules for listening:

1. Listen with your eyes as well as your ears.
2. Be alert to the client’s body language:  his/her physical actions, tone of voice.  Watch for what excites him/her; what he/she is emphatic about.
3. Be an active listener.  Show the client you are focused on tracking his/her every word and the words are registering.  Nod your head.  Give verbal prompts, “Aha”, “Yes”, “Really”, “Great”.           
4. Ask for clarification if you are unclear regarding any statements made.  Besides making sure you get the right information, it shows you are interested and paying attention.  “Excuse me, would you mind going over that again, please?”          
5. Be attentive.  Never cut a client off mid-sentence; never finish a client’s sentence or put words in his/her mouth.
6. Make sure the client has finished talking and has completed their thought before you enter the conversation.  They may pause naturally to think of or find the right words…DON’T JUMP IN!  Avoid laying in wait of a pause to take your turn talking.  You may become so intent on looking for an opening to make your point that you miss key facts being stated by the client.

 By spending time learning and practicing communication skills, you’ll find that you’re solidifying your client relationships.  The rapport you’re developing with clients in these interactive sessions will reap great benefits in the future.

The Actual Presentation

So far, we have concentrated on building a relationship of trust, and we have asked questions to discover the client’s needs and wants.  Now is the time to educate the client about the services you have to offer to restore his/her mouth to optimal health or to create a new and beautiful smile.  The goal is to have the client understand the need for treatment and to choose the recommended treatment.  We must educate the client.

Reiterate to the client what is present in his/her mouth.  Identify the procedures you are recommending.  Let the client know the benefits of going ahead with treatment and the consequences of not proceeding with treatment.  Effective presentations match the procedure benefits to the client’s realistic needs or wants.  For clients to buy, they must find value in the service.  They must have a positive perception of the value you are offering.  It must be crystal clear to them that the benefits of your service do satisfy their realistic needs.  In short, they must become a missionary, especially if they have to explain the service features and related benefits to another family member at home before the service can be accepted.  (I do recommend that you invite the new client to bring to the presentation any other people involved in his/her decision-making process—it makes it easier for the treatment plan to be relayed.)  Never underestimate the value of your own enthusiasm.  It can give a client the support and feeling of confidence needed to begin.

Because most people learn visually, it is very important to have visual aids available to show clients exactly what it is you are recommending.  You can show clients before and after photos of similar treatment done on others in the practice.  You can also use books, brochures or photography that show “before and after” shots.

Be certain that the example of work being shown to the client is similar to their situation.  The client needs to be able to see the benefits of proceeding with treatment—to want the end result for themselves.  All decisions are made with the thought in mind, “What’s in it for me?”  As you are showing the client the visual aids, it is imperative that you relate each example to that of the client’s.  For example, “Mrs. Brown, this woman had a similar situation to yours.  She had discolored and broken down front teeth.  Do you see the similarities?  We bleached her teeth and gave her veneers to brighten and beautify her smile.  She now looks like this.  Can you see your smile looking like this?  Would you like that for yourself?

Use bridging techniques to help convert the features of your services into benefits clients can understand:

“What this means to you is….”  “So you see that…”  “Therefore…”  “What this can offer you…”  “This means…”  “You can see…”

Always reinforce any statements a client makes regarding the benefits they will receive.  If a client says, “I do see how your new procedure will give me more confidence,”  you answer, “Mrs. Brown, I’m sure you’ll feel better, not only physically, but you’ll feel proud of your appearance, as well.” 

If clients do resist and voice objections, it may come in the following three ways:

1. They may doubt the statements you made.
2. They may misunderstand the points you made to them.
3. Or they may present a “roadblock” by expressing a need that you can’t satisfy.

 Remain enthusiastic while listening to the client’s concerns.  The toughest client is the one that sits there quietly and has no comments.  As you begin to respond, use defusing statements such as, “I understand how you can feel that way…”

Remember, if you don’t know what resistance or objections there are to the proposed treatment, you have no way of overcoming them.  Once you know there is a problem, you can manage it.  You may not always be able to make the obstacle go away, but you certainly can lessen its magnitude. 

To overcome resistance and to handle objections:

 

1. If the client doubts:  You prove.  Use sources as evidence—articles; clinical reprints; testimonials; demonstrations; if possible, trial uses.
2. If the client misunderstands:  You clarify.  Be tactful, try not to irritate or embarrass the client.  “I’m sorry; I don’t feel I explained that clearly.”
3. If the patient puts up roadblocks:  Refocus.  Review the needs, features, and benefits.  Hang in there.  Try to open a new door.

 If the roadblock is based on price objections, try not to be intimidated.  Here are four hints:

1. Refocus on the features and their related benefits to the client, as well as the value that is added.
2. Compare the superior benefits to the lesser benefits of other options.
3. Add alternative solutions based upon the additional information you’ve learned.
4. Define the fee objection.  Is it the total price, the terms, or the desired method of a payment?  Try to develop a tailored plan that meets the client’s needs.

Commitment

Commitment is the final presentation phase.   Oftentimes this is the most difficult part of the presentation for a dental team member as they are not accustomed to asking for a commitment.  However, if you don’t close the presentation by asking for a commitment, your clients will leave and you will never know whether they eventually proceeded with the recommended treatment at another practice.  A good way to start this portion of the presentation is by summarizing your key points for the client.  Follow this by leading them into the discussion, first asking questions that build up to the commitment.  For example, “Are you comfortable with my explanation of the treatment?”  “Do you have any further questions for me?”  “Is there any reason why we shouldn’t go ahead and get started with treatment then, Mrs. Brown?”  As long as the answers stay in the affirmative, now would be the time to call in your treatment coordinator to discuss the financial options available. (Once the financial arrangements have been agreed upon and the appropriate forms signed, the treatment coordinator can schedule the appointment.  The treatment coordinator can ask the client questions such as, “How soon would you like to get started?”  “Shall we schedule all four necessary appointments today?”)

This is the logical conclusion to a successful presentation, the period at the end of a sentence.  In most presentation situations, when you’re at this stage you should try to get a positive response.  Get a “yes,” or get an advance.  An advance is something that moves you one more step closer than you were before. 

Be very aware.  Look and listen for buying signals.  The client says “sounds good,” is smiling positively, or is leaning forward.  At this point, ask the questions mentioned previously, “What do you think the next step should be?”

If your reply from the client is negative, go back to probing and using your investigative skills to find out why.

If you feel that the client is just not ready to commit at this time, perhaps you can get a partial commitment.  Ask, “Would you like to have us present a secondary procedure that could temporarily meet your needs until we can begin the primary treatment?”

After you have presented your treatment plan, stay silent!  Let the client respond.  In fact, stay silent until they respond.

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