This month, Bhavin Bhatt discusses the importance of conversation in the Invisalign buying cycle and the best ways to communicate with patients.
Previously, we have discussed how the consideration phase opens a door of opportunity to get Invisalign patients.
Now that you have successfully made them consider the clear aligner as an option, your next task is to indulge in an active conversation phase.
Understanding the motivation gap
Your prospective patients have already found Invisalign interesting. However, they would not jump to pay for the treatment just yet.
In this conversation phase, your main job is to bridge that motivation gap and convince prospective patients to start their consultation phase.
You don’t have to be famous or have many followers on social media to be persuasive in your conversation phase. The actual key is your expertise and dedication.
As long as you are willing to put your best effort into learning how to execute an effective conversation, your Invisalign quantities will rise over time.
Three types of conversation
Not many people like going to a dental practice only to have a conversation. Especially those aged 25 to 35, who are the majority of Invisalign customers.
People want to be efficient with their time. Thus, they will mostly take either one of these types of conversations:
1. Zoom
The most popular conversation method these days is a Zoom meeting. This is because it allows you to have a face-to-face conversation without the hassles of commuting.
With our systems at Aligner Alchemy, we have executed many Invisalign conversations via Zoom since the start of the pandemic and continue to do so.
To make your Zoom session effective here are three top tips you can implement easily:
- Prepare a digital presentation/Powerpoint about Invisalign. Approximately 10 slides would be optimal
- Create a sense of urgency. Make it clear why they need it and give them a reason why they need it now instead of later
- Demonstrate how long it would take, what type of results to expect, and how the system works. What do you do differently?
2. Messaging
Not all people are comfortable with direct conversation. Thus, communication via messaging should always be an option.
Based on our experience, the most effective engagement is via Whatsapp instead of regular SMS.
Three reasons to use Whatsapp:
- Easy and convenient for both the patient and practice
- Speed of response – people hate waiting, so you better answer fast
- Notice of delivery – you can tell if they have read your message or not.
3. Phone call
The most tricky conversation to hold is the phone call. Many people will get defensive and reluctant in engaging in a phone conversation due to high amounts of spam and fraud calls.
Introducing yourself first is not enough.
After explaining who you are, you should first ask them to confirm whether they remember filling out a form about Invisalign.
Then, ask for their permission for you to explain more about Invisalign for five good minutes. Getting their approval for the conversation is necessary to indulge their openness to further information.
Never underestimate the importance of preparation and practise in your conversation. Be it on Zoom, messaging, or phone calls, it is crucial to have your conversation prepared and practiced.
Top tips
- Call within five to 10 minutes of the lead coming through
- Introduce yourself, but lead the conversation
- Always ask open ended questions so they are compelled to answer.
- Build a structure on how your conversation will flow, and even develop a script for it. Therefore, you can be efficient and on-point
- Practise your conversation over and over again so you can execute it smoothly in your appointments with your prospective patients
- Update scripts for value proposition and objection handling and improvise.
Watch your appointment waiting time
Aligner Alchemy has noticed a repetitive pattern of dentists complaining about their patients stepping back from Invisalign after showing interest initially or on the phone.
As we dug deeper, it turned out that most cancellations were due to the excessively long waiting times.
It is ridiculous to make your prospective patients wait five to six weeks to get their Invisalign treatment. Of course, they will lose interest. Speed is a crucial element of a service to prevent your patients from losing their enthusiasm for Invisalign.
In Aligner Alchemy, we mostly recommend two or three working days to get their consultation started so they don’t have time to rethink their decision on Invisalign.
To know more, join our diploma in aligner mastery. It is designed to help principal dentists and associates to scale their aligner treatments and increase their revenue.
Visit www.calendly.com to book a chat with Dr Bhavin Bhatt.
Catch up on the last column from Bhavin Bhatt:
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