Let’s face it dental implants are high ticket purchases for most patients, they have price objections. Do you agree? if so I have a question for you. In the past do you truly believe you have lost a number of dental implant cases due solely to your perceived high prices? If this is your belief I beg to argue the reality is somewhat different. Please hear me out.
I appreciate price can be an objection and your prospect may cite it as the primary reason for not buying, but generally, this is a myth. It’s more likely they are withholding objections that are making a far greater impact on their final buying decision. Hence, it’s your mission to discover what they are and replies to them in an honest and transparent manner. Remember if someone has the budget yet still doesn’t employ your services, then it’s clear there are other objections to overcome.
Quite simply your prospect will engage with you and pay your fees if they are confident your service is right for them because you have addressed all objections. Hearing your fees are too high, is often simply an excuse. They would rather not discuss for example the fact they do not trust you. Without trust, there is no sale. They feel hesitant and as a result aren’t completely confident you can deliver on your promises. They feel at this stage you can’t genuinely resolve their problems. In this scenario, you need to handle all of their objections, until there are none. If you this successfully the price becomes far less of an issue.
Each objection can only truly be resolved by making the effort to understand the emotions at play on their part. Generally, people buy on emotion and justify their buying behaviour afterwards. Have you ever personally worked out a way to pay for something that stretched you financially but you desperately needed it? There was the logic behind your purchase but it was an emotion that motivated you to buy. Equally, as a dental surgeon your prospect will justify the price on amongst other things the emotional impact dental implants fitted by you will have on their life. Hence, it’s critical you never lose sight of the result you are offering.
Let’s look at some of the most popular objections.
1. Are You The Right Dentist For Me. Can I Trust You?
They may be pondering whether there’s a more suitable dentist in town for their dental requirements. To be blunt do they consider your service inferior to your competition. Do they feel something could go wrong because they have drawn the conclusion you aren’t experienced enough? This may seem irrational to you, but if you pick up on this as an objection you should thank the prospect for their honesty. It represents an opportunity to review your sales collateral and website to determine whether it conveys a sense of trust. Whilst you might want to first showcase your qualifications I would always urge you to lead with how you have changed the lives of others. You are far better off acknowledging this concern and then replying with specific engaging stories about how you continually change lives.
2. I May Be Making A Huge Mistake – Similar To Previous Purchases
Very often the prospect questions their own ability to make a sound purchasing decision. They ask themselves is this going to be a mistake, similar to previous ones that have cost them too much. We have all made incorrect buying decisions, so it isn’t surprising if your prospect is also hesitant. It is a genuine fear, no one likes to make the same mistake again. If you did deep into their objection, they aren’t worried about the cost but rather falling into the trap of buying the wrong service. They want to be admired for making a smart decision, not laughed at.
3. I’m Not Convinced Dental Implants Will Change My Life
They may be asking themselves whether dental implants will truly solve their problems. Will they enjoy the same impact dental implants have made for others? Consequently, it’s your job to remind them it won’t be long before they will enjoy smiling again. It’s time for them to take immense pleasure in looking in the mirror. Or better still, they will no longer feel pain whilst biting into an apple. Once they have absolute clarity on the benefits you offer, the price becomes much less of an issue. It’s far easier to create this clarity when you focus on crafted marketing messages that include benefit rich copy.
4. I Feel I Need To Carry Out More Research
For some, it’s almost impossible to have too much information before deciding to buy. In this scenario, each objection is an unanswered technical question. With such a prospect you may feel inclined to continue to answer question after question, believing you will reach a point where the natural conclusion is a sale. You may be right, but I would also remind you to answer questions in a manner that ties back to the result they are after and the emotion they will feel.
5. I Don’t Want To Rush Into A Decision
There may simply be a lack of urgency on their part to have dental implants fitted. They have conditioned their body and mind to handle the physical and mental pain. In such cases, you must be deliberate in how you follow up and ensure you are there to help them when they finally decide enough is enough and it’s time to make a change in their life.
6. I Don’t See The Value
They don’t truly value your service. Thus, a key component to overcoming any price objection is to find ways to demonstrate how dental implants will add value to a patient’s life. To the point, they will love you for helping them make a significant investment in themselves, one that will affect the rest of their life. For example, a sale is made when it dawns on the patient how much more natural and confident they will become for years to come. If you feel they are objecting on price because of an inability to see the value, I would recommend taking the opportunity to present a more expensive solution if one is available. This puts your offer in context and makes it easier to compare in terms of value. This way you can gain clarity on whether it is strictly too much money for them.
Never present a lower solution because it tends to create less focus on the solution you are offering. It ends up emphasising how the price has decreased. With two possible solutions, it’s your role to help them make the right decision. Ultimately making the right decision is more important than the price. It ‘s no good getting a deal on the wrong solution. Typically increasing the price makes the original solution accessible and viable.
Finally, it’s important to remind your prospect there’s a cost for not doing anything. In helping them to make a decision it’s perfectly fine to ask them whether they are prepared to miss out on the many benefits of having dental implants.