Sales is often considered a dirty word in dentistry, but Ads Thanki argues that using sales skills to increase treatment acceptance may hold the key to greater profitability in your practice.
In any business, achieving profitability is essential. There are two primary ways to increase profitability: by reducing expenses and increasing income. While managing expenses and implementing effective financial strategies are crucial, their impact on a dental clinic’s bottom line is somewhat limited. For significant growth in profitability, the focus must shift towards increasing income.
In dentistry, profitability depends on three key aspects: patient acquisition, treatment acceptance, and the delivery of care. These can be simplified into marketing, sales, and service delivery. When profitability is lacking, many clinics tend to focus on either marketing or delivery. Clinics often increase marketing spend in an effort to attract more patients, or they expand their range of services, hoping this will boost their profits.
However, the concept of ‘sales’ – which directly correlates to treatment acceptance – is often overlooked or avoided in dental clinics. But in reality, the goal of sales is simply to ensure that patients accept the necessary treatments that will enhance their overall health, rather than just what they think they want. Sales, in this sense, is not just about pushing products or services; it’s about educating and guiding patients toward decisions that improve their wellbeing.
Focusing on sales
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