Veneer patients are going to ask you about cost...
Porcelain Veneers are one of the most highly shopped dental services, and also one that most dentists want to offer most. Why? Traditional marketing does not usually work for Veneers because they distribute by demographics and geography hoping to catch someone interested in Veneers. Dental Patients Online® targets only people actually SEARCHING for veneers and therefore the internet shopper is almost always going to be the source.
Remember, patients are consumers using the Internet for SHOPPING and they do not want to overpay for something they can get from another dentist for less. (Would you?) You must know your pricing and the differences in your services, the doctor and quality of materials. Know other dentists marketing and special offers, etc. and how they compare with any special offers you have.
The more your office charges, the longer it will take to justify the cost to prospect over the phone. Offices with the lowest prices and know it can be order takers. Offices that offer only high quality veneers at higher prices need to explain this to prospects in terms they can relate too and not just expect to quote a price and take it or leave it. You must be prepared to discuss why your office does charge more than other dentists and why the value is more important than price.
Here is a script for selling higher priced veneers to a prospect over the phone. Note: Use all your other selling techniques starting with a proper opening and test close asking for an appointment. This picks up where the patient asks you about price. Your point of view should be that of a best friend giving advice in the best interest of your friend. You have just quoted what you charge for Veneers and ask the patient for an appointment. Instead of booking, they give you a reason why you are to high priced.
Patient: ”Your price is too high for me…” or “Wow, I am not sure I can afford that…I have seen it for much less elsewhere…” or just silence and then starting to end the call.
Front Desk:“I understand your concern (first name of prospect) and yes, you can pay a lot less for veneers elsewhere. But why do you think that is? I will tell you in one word…quality. Cheap veneers look good when you shop for them, but they can be a horrible experience and so expensive when your dream of a beautiful, ultimate, movie star smile ends up lifeless, dull and not fitting properly either. We have fixed smiles that look like chalk instead of real teeth because the patient only looked at the price instead of the quality of the veneer. This only ends up costing you more. Let me schedule you a Free Consultation...we have (this day or that day at this time or that time) what would be a good day and time for you to come in?
Patient makes appointment or if still not convinced...
Patient: "I don't know...maybe I should call back" or they may say” I don't know if I can afford this" or "It still seems really high”
Front Desk:(First name of prospect), I am telling you the same thing I would tell my best friend. Don't just shop for veneers by price. You are looking for a good value, but you need to compare apples with apples. We all know what a bad diamond looks like…it is dull and lifeless. You look at it and it well; it’s not clear and looks muddy. A quality diamond will have color, clarity and be vibrant to the eye. This is what you want for your smile. We can offer inexpensive veneers like the other offices in town, but we don’t. They create bad to average smiles and (name of Dr) wants the best for you and does not feel good about recommending something that he knows will be bad for his patients. The whole idea of you getting Veneers is to create a beautiful, vibrant and alluring smile isn’t it? The question you need to ask yourself is "how much will the most beautiful smile cost? How much will my ultimate smile cost?" (first name of prospect), would you want a priceless smile, or a smile that is priced less? Let me schedule you a Free Consultation so you can see for yourself...there is no obligation...we have (this day or that day at this time or that time) what would be a good day and time for you to come in?
Patient makes appointment or if they question the doctor or talk about other doctors quality and price....
Patient: "I have seen other doctors online and they are offering Veneers for much less...their before and after pics look pretty good...why are you so much higher?" or a variation of that…
Front Desk:(First name of prospect), you are considering Veneers because you want a smile that will be exceptional, something you can be proud of, am I right? (Wait for a response)….so why choose your new smile, something everyone will see everyday only on price.Some offices know you react to price and will offer inferior quality to get you into the office. Many times, their before and after pictures are either not their work or have been color corrected and photo manipulated to make them look better than they really look. Remember, your smile is going to be up-close to others when you speak with them…are they going to see something beautiful and captivating? ...Or are they going to see what looks like fake, chalky teeth? Just remember when you last saw someone with fake looking teeth and think what went through your mind at the time. Is this something you want others to see in you? You get what you pay for and (name of Dr) wants the best for you. We only use the finest materials from a master ceramist because a beautiful smile starts with having a beautiful diamond like Veneer. (name of prospect), this is the foundation of brilliance, beauty and creating the ultimate smile you are looking for.
So, before you make a decision that is just based on price, I ask you to come in for a Free Consultation…meet (name of Dr.) and look at our other patients work…see out testimonials… let us show you just how affordable a quality veneer is. There is no obligation...we have (this day or that day at this time or that time) what would be a good day and time for you to come in?
If patient asks or in concerned about having enough money, or does not think they can afford it, offer payment information.
Front Desk: We will work with you and have payments you can afford. WE WILL WORK WITH YOU! You can pay less for anything you shop for on the Internet, but this office cares about you and we want you to have veneers that will fit perfectly, look beautiful and something others will turn their heads to see. We call it the “Wow Factor” and I am sure we can make that affordable for you too. When can I schedule you for a Free Consultation?...we have (this day or that day at this time or that time) what would be a good day and time for you to come in? ”
Note: If your prospect still does not commit, use the Internet special offer you have to present or let them know they get a Free Consultation again and normally this is a $350 appointment. Let them know you are given this to them because you want their business and want to see them get what they deserve based on value, not on a cheap price. Most of all, you want them to experience what its like to work with your doctor and the magic he can create in their lives with a new smile. Do everything you can to close for the appointment.
Front Desk:“(first name of prospect), I would like to also mention that we have a special offer this week only and something you might want to act on since it will make your ultimate smile even more affordable. This month only, you get (quote special offer here). Take advantage of this...your consultation is Free and only has to be scheduled this month to qualify. We have (this day or that day at this time or that time) what would be a good day and time for you to come in? ”
This is not easy, but the more prepared you are, the more knowledge you have and perception as to the needs of your prospect and why they want veneers, the more you will bond with them and have a chance to close the appointment. Porcelain Veneers can add tens of thousands of dollars to a practice if sold and priced effectively each month. Make sure you are prepared and have the ammunition necessary to close the highest percentage possible.