The Closing Institute Monthly Coaching Call

May, 2022

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Female Employee: Ready?

Bart Knellinger: Mm-hmm.

Female Employee: They were being boss today.

Bart: Yeah, was like…

[computer noise]

Hey guys! What’s going on?

Audience Member: Hi.

Audience Member: Hi! How’s your week?

Bart: What’s up, what’s up? All my closers!


Audience Member: Yep, Hello!

Bart: Selling arches, left and right over here.

Audience Member: [inaudible]

Audience Member: This will be recorded.

Bart: Alright.

Audience Member: Please don’t[?] switch your camera off.

Audience Member: Oh.

Audience Member: [inaudible] They said [foreign words].

Audience Member: Hmm?

Audience Member: They said [foreign words].

[background noise]

Bart: I’m just giving everybody a minute to log on… Just hang in there.

Audience Member: You have audio? Can they hear you?


Audience Member: Girl, if I could [inaudible].


Bart: I believe that [inaudible].

Audience Member: I know, right?

Audience Member: Can they can’t hear you too? So you want me to [pause] dial in?

Bart: No. No, no. I can, I can hear you.

[background noise]

Audience Member: Oh do you want us to participate.

Audience Member: I’m, I’m… yeah, to give your feedback.

Automated voice: Welcome to Zoom![crosstalk]

Audience Member: Yeah. I have to like [inaudible].

Bart: It’s madness! Madness! [laughter]

[background noise]

Audience Member: [inaudible]

Audience Member: Yeah, I do have that.

Audience Member: Oh! I can hear okay.

Bart: Hey guys make sure– make sure to update your name on Zoom.

[Background conversation]

Bart: We’ve got a lot of new people on here. I see a… one is like a A-J-M-Y-G-C?

Automated Voice: [inaudible] fifty.

Bart: We got a G-R-A over here. I don’t know what that is…

[background noise]

Bart: I mean, can we…

[background noise]

Audience member: We can just chill here.

Audience Member: [inaudible] until then, ask us anything.

[background noise]

Bart: You’re communicating with spacecraft over here or somethin’.

Audience Member: [inaudible].

Audience Member: [scoffs]

Audience Member: So I’m gonna put it here. I’m gonna put my name and your name, okay?

Audience Member: Mm-hmm.

Audience Member: Mmm.

[background noise]

Automated Voice: Unmute.

Audience Member: He didn’t.

Bart: Yeah, giving everyone a minute to get logged on here.

Audience Member: What’s up, Dickon?

Audience Member: [inaudible]

[background conversations]

Audience Member: What did you say?

Audience Member: German person?

Bart: Why don’t you just- you wanna mute everybody?

Audience Member: It’s up to you, you’re the doctor.


Audience Member: I’m not. I wanna [inaudible]


Bart: New slide, everybody. Just giving everybody a couple more seconds to log on here, and then, we will get goin’.

Audience Member: We’re three people here on the iPad. So, just in case you’re waiting for us, we’re all three of us on one.

Bart: Mauricio’s, iPad. Got it.

Mauricio: Yeah. Mm-hmm.

Bart: [Chuckle] Okay, cool [pause] Hey, anyone have– anyone have a, uhh, [tongue clicking] have a good story, sometime in the last couple weeks of a patient comin’ in, shop, and price were you able to get the price from ’em? I’ve got one actually today. What the call we’re gonna review today is from, uh, Crystal, with uh, with Doctor Bran’s office… Um [pause], and it was a second opinion, I think he had two other prices.

But, have you guys been, uh, have you guys been i-improving going back and forth getting the patient actually give you a budget? Anyone got a, uh, a consultation they wanna share with the group of, uh, a way that you handled a price shopper? Or do you close ’em or not? Whether you throws outside of the office or not, doesn’t really matter. But, anything interesting? [pause] Who’s got one? You’re all muted if you’re talkin.

Audience Member: Okay. Can I move and talk to him.

Bart: You got one?

Villanova Dental Group: We have one, yeah. Villanova Dental Group. We didn’t close. But, it’s an interesting story.

Bart: Okay, tell me.

Villanova Dental Group[?]: So, this guy comes in. He’s already been to two consultations before us [tongue clicking], um, he comes in with the paper but h-he refuses to share any kind of price point. Nothing. Um, we go over our bundle, he doesn’t even negotiate with me, takes the paper, he’s like, “Alright. I’m good.”

He doesn’t give me anything to talk about – what’s going on? is he in pain? Nothing. No conversation- and he just say, “Okay, I have another consultation, [tongue clicking] Monday, and I will get back to you.” That’s it. Very odd ball [sighs]. So, I didn’t know what to do.

Bart: Did He ask you about price?

Villanova Dental Group: Zero. He didn’t even negotiate with me. He didn’t even tell me what he’s comfortable paying.

Bart: So he gave you a, “Let me think about it.”?

Villanova Dental Group: Not- He didn’t even say it he just uh strutted, like, [sighs].

Bart: Strutted on ya?

Villanova Dental Group: Yeah, and then, I think it was his wife who was pushing him to go for these consultations so I even reached out to her. I’m like, “Hey, I don’t know if your husband kind of shared the, you know, what I gave him. But, he didn’t give me a chance to negotiate. Did you have a price in mind?” And she’s like, “Um, he’s going to other two consultations, he’ll let you know.” [paused] So I’m like, “Okay.” That’s it.

Bart: So the…

Villanova Dental Group: [Inaudible]

Bart: …the first thing you do. Those can be tough, sometimes, they won’t say any and they’ll just say, “Alright, thank you. Call you later.”

Villanova Dental Group: Yeah.

Bart: I’ve, got another consultation, whatever. They do that on the phone, too. But the first thing you wanna take off the plate [clears throat] with somebody like that, first thing you wanna kinda remove. Remember, typically when they’re thinking about it, it’s either they’re unsure about the procedure, they’re unsure about the price, they’re unsure about you. Right? Or– or the office, the doctor. Something like that. ‘Kay?

That’s usually the three things. So, the first thing you try to take off the table is the procedure. Like, “Did we get the actual procedure right here?” You know, and that’s where that loop comes in. You know, and, you use the loop on the same thing. Like, that is basically a “Let me think about it.” You just thought you’re using those words, but…

Villanova Dental Group: Yeah.

Bart: …he’s leaving without telling you what his problem is. He’s not giving you the objection, and the call we’re about to watch? This guy is like, um, unbelievably forthcoming in everything. He– he was like super honest, I mean, I kinda call this– this is kind of like a lay down type of a– type of a patient. This guy was pretty, um, he was extremely open, you know? But when you’re dealing with somebody that’s not, we have to– we have to run that loop and figure out where it is. Right?

Villanova Dental Group: Yes.

Bart: And, um, you can’t really do that with a direct question. So, that’s what that– that’s what that very first loop is for, “Let me think about it.” We say, “Listen, no problem. I know that you need to go back and you got another appointment. That’s all fine. But, I just want to make sure one thing, just like– just forget about everything else. Just the procedure itself, based on where you are and where you wanna be. Just like the procedure. Everything that I came up with, w-with the doctor. Everything we came up with for you. I just wanna make sure, like, forget about everything else, do-does the procedure make sense to you? Just the procedure itself?”

Audience Member: Hmm.

Bart: That make sense?

Audience Member: [Inaudible]

Bart: And we’re gonna run the same loop every single time in that scenario. And I’m gonna gauge their response, in terms of certainty, to come to a conclusion whether or not it’s the procedure. Right? So think in response like, “You know I, you know I think it’s okay. It’s okay.” Then, it’s not okay, right? That [laughter], that was a real good response. But, i-if they come back and say, “Oh no, yeah, a-absolutely no. The procedure’s perfect. That’s exactly what I want, uh, it’s not the procedure, that– that I think that you guys nailed it there. It’s exactly what I want. Um, I’m just more on the lines thinking of blah blah blah blah blah.” Right? And then they’ll tip their hand a little bit. You know what I mean?

If they don’t want the procedure we kind of miss them from jump street. Um, which usually only happens if we’re not asking the right questions where that patient’s actually treating and planning themself. Right? When we miss the whole procedure, it’s because we were talkin’ 95% of the time, and the patient was talkin’ 5%. And we were kinda going through options and kinda selling all on four. Or we were selling no credential, or whatever it was, um, and they just never really stopped us. When you guys are asking questions and they’re treating and planning themselves, they’re describing the outcome and we’re just matching what they say to the treatment that– that suits it. You’re almost never gonna get that, “It’s the treatment.” Okay? But they say, “Let me think about it,” or give you something like that. They try to strut on you. Take everything else off the table. Just wanna make sure, is the procedure right?

Villanova Dental Group: Yeah.

Bart: Right. Do you feel good about the procedure? Like, “How do you feel just about the protocol and going from where you are right now, to everything that we spoke about, feeling like this, doin’ that? I mean, just the procedure. Does that make sense?” And then, if they say, “Yes, absolutely,” then, you know it’s either, the doctor, or you, or the money. One of the two. But, typically when they answer it they’re not just gonna say, “Uh, no. No. It’s the– the procedure’s great. It’s not the procedure.” And then just stare at you. That would be weird.

There are some weird people. But– but, typically they’re gonna say, “No, it’s not the procedure. It’s this or it’s that.” And that’ll tip– the– now you– now they’ve tip their hand. Right? As soon as they do that, now you have a leg to stand on where if they tip their hand it’s like, “No, it’s not that I just, you know. I don’t know how much it should cost? That’s why I kinda set up three or four different appointments to different doctors? Um, you know, they kinda do their procedure a little bit differently, it seems like. And, they all kinda charge a little bit differently. So, you know, I just wanted to kinda get a feel for how much this cost on average.” You know, so that’s all it is. And then, you know exactly, right what the problem is. It’s cost.

Audience Member: Mm-hmm.

Bart: You know?

Audience Member: Right.

Bart: And then, you can go from there. Right? “What kind of a number’s in your head? Do you have a budget you’re looking to stay within? Typically, the average cost is gonna be blah blah blah blah blah. You know. But– but you have– you can– you’re still in the fight at that point. Right? But guys, remember that loop. You know, price shoppers, a lot of times they’ll be direct. So you know, it’s about price.

For me, the price shoppers are easier to handle. You know, because they’re very direct. They say, “Hey, um, can you do any better on price? Geez, that’s a little bit more than I thought.” But whatever they say it doesn’t matter ‘cuz they’re telling you what they’re thinking. It’s when they don’t tell you what they’re thinking, that’s where you separate, you know, um… [pause] somebody that’s good from somebody that’s really great. It’s when they don’t wanna tell you, right? And we can run a loop. And, we can figure it out through process of elimination. And then, you’re still in the fight. You know what I mean?

Um, so, remember that. You guys should all have that loop in your book. But, go through that. The loop is under “Let me think about it.”

Audience Member: Okay.

Bart: Look at that and try that next time. So, anytime someone gets up and tries to leave whether it’s “Let me think about it,” “Let me talk to my wife,” “Let me talk to my husband,” um, or– or–, a-as– as you stated, um, just kinda get up and say, “Thank you for your time, bye.” It’s the same loop every time.

Audience Member: Okay.

Bart: Take the protocol off the table, gauge their answer with certainty, and then, [background noise] go from there. It’s either, the doctor, it’s either the money or in some cases, um, in some cases, it can be that they’re not the decision-maker. In some cases, right? But, you can find that out. And, in other cases, again, these are exceptions. But, sometimes they can just have kind of a fear or a phobia, that’s freakin’ ’em out, and they having anxiety. And– and their anxiety’s telling ’em, “Get the hell out of this office.” I’ve seen that actually happen and it’s a real thing. It’s just not often. But, i-it does happen.

So, you know. Either way you gotta figure out what it is, and run in that language pattern on the-the “Let me think about it,” loop. That’s, a very, um, elegant, non-invasive, non-confrontational way to get somebody to tell you what they’re thinking when they don’t want to.

Audience Member: Okay. Thank you.

Bart: That made… [crosstalk]

Audience Member: Can I ask one question?

Bart: Yes ma’am.

Audience Member: Um, so let’s say the patient isn’t the financial d– um, decision-maker. Is it appropriate to say, you know, if they say, “Oh, I have to take this home and go speak with my wife. My spouse,”… would you suggest we turn around and say, “Why don’t I give you a moment. Give them a call. I’ll step right out. I’ll come back in and we’ll talk further.” Would you suggest that?

Bart: One thing I wouldn’t wanna know [throat clearing] and it depends on if you believe him or not, ‘kay? So I’m more– I’m more likely to believe someone that tells me that if they are [pause] and this is a totally profiling but I don’t care ‘cuz what isn’t? Right? What isn’t profiling? [Chuckle] It is what it is. It’s sales. We’re– we’re reading people. But, somebody that has more of a, um, [tongue click] more of a shy demeanor. Somebody that’s not very outspoken.

Somebody that doesn’t seem to have a dominant personality. Um, I’m more willing to believe it, and, if I do believe it, something I wanna know is, “Have you spoken previously to your husband or your wife or whatever? Have you previously spoken to them at all in regards to this? In pricing. Or would this be the first time?” Right. L–like how, “Kinda how far into this are you?” And I only ask, because sometimes the people who come in, you know, and they– they get a price and they go back and talk to their husband or their wife. And, it’s the very first price they’ve ever heard. And, they weren’t in on the consultation.

Other times, they’ve already been. Maybe the husband or wife was onto other consultations with ya. You know what I mean? Th-they’re a little bit further down the line. I-I need a little– I want to know, is this the first time they’re going to be seeing a price? [background noise] And, the first time they’re gonna be hearing about the procedure, or is this somethin’ that they’re really far down the road.

Audience Member: Okay.

Bart: The more information, the more you can get them talking, the better equipped you are to make a call on whether or not, “Let’s get them on the phone right now,” “Let’s reschedule ’em, would it be helpful if I could reschedule appointment and just bring both of you guys back?” You know, what’s the easiest way to do this? But if you do it with no intel [tongue click] it’s hard because you’re kinda shooting from the hip.

So, if they say, “I need to go and talk to my-my, you know, my wife before I make a purchase like this.” I say, “Well, why don’t we go ahead and call your wife and get her on the phone right now and we can talk to her, that way, I can help you, you know, I can be there to answer any questions.” Right? Kind of bring her in on the process. “Uh, no ’cause she’s– she’s at work, and I kinda just talk to her, you know, in private and then give you a call back.”

Where do I go from there? [pause] You know what I mean? So if I ask him, “How far down the road are you guys? Have you spoken about it? Have you not spoken about it?” Depending on what they say I’m gonna have ammunition to then justify why it’s going to be advantageous to get on the phone now, or, to come back in for a consultation later.

But, if I believe the person I know, I’ve got to figure out a way to sell that other person. So, I either have to sell them through this person that I’m gonna let leave or, I have to create, you know, a-another appointment.

Audience Member: Hmm.

Bart: Or we have to call ’em right now, but either way, I’ve got to get to decision-maker one way– in one way, shape, or form.

Audience Member: Okay. Got it.

Bart: The more you keep ’em talking, the better. There’s no different, “Let me think about it,” “Let me talk to my wife,” “Thank you very much,” or “I’ll call you, Tuesday,” or “I never make decisions in the first time,” blah blah blah blah, whatever you hear. You hear all this stuff in sales, um, and it all means the same thing. Which is, they have something that’s holding them up. That they don’t want to divulge at this time, and it’s our job to figure out what that is. So that we can go back and create certainty there.

Audience Member: Okay.

Bart: That’s why that-th-that’s why I always say the hardest one to overcome is, the “Let me think about it,” and the quiet ones.

Audience Member: Hmm.

Bart: Everybody thinks it’s price shoppers and people negotiating, but it’s not. Those are super easy once you [finger snapping]– once you kinda figure it out and you get the pace down. Um. Those– those aren’t a problem at all. It’s the quiet ones… that say “Yes” to everything, “You’re great. I love you. I’ll call you back next Wednesday, thank you so much,” and they’re so nice and so sweet and they say “Bye.” Those are the harder ones… [pause] Cool?…


[tounge clicks] Uhm, I’m gonna go ahead, I’ve got this– I’ve got a video. It was kind of a– this video’s kinda interesting. Because the– Doctor Bran’s in the room for like, T-minus-7 seconds this entire time. I don’t even know what he did. He’s like, “Oh, it’s already done. Bye.” But, um, but Crystal did a good job. And, they kinda got right into the money thing very, very quickly. Um. Which happens sometimes. But, they almost kinda got right into the money, and the primary recommendation and the close. You know, like, in 15 minutes all of this happened.

It ended up workin’ out, um, because this guy was ready. But, I’m gonna go through and play this video for you. I’ll kinda stop along the way, and– and point some things out where… you could run into an issue with– with a different patient here. If we do ’em out of sequence. Okay. Um… [computer sound] [tongue clicking] I’m gonna go ahead and mute everybody. And, remember, if you guys have a question, just chat the question in, if I’m playing the video, since everyone’s muted [tongue clicking], and then I’ll– I’ll get to it… Okay, let’s see… This is Crystal… [silence] Can’t see much with the video but the audio’s really good.

Crystal: So it’s nice to meet you, John. My name’s Crystal.

John: Pleasure to meet you. [inaudible]

Crystal: Pleasure to meet you, too. So, I am one of the human coordinators here and really, my only job is to help you.

John: Oh, that’s it?

Crystal: So, um, I just need uh– to be clear on a couple things. So, number one, um, what is-

Bart: One thing, right there. Make sure that you guys get that part– you wanna get that part down, right? When you’re stat-stating your intention, “My only job here is to help get you from point A to point B. Basically where you are now, everything you’re dealing with to exactly what you want.” Right? “So that you get the treatment that you want.” Or make sure that you make that point ’cause that’s stating the intention that sets up, the– it sets the stage for the entire call. And the reason why I’m big on setting the intention, is because it gives them a logical justification for all of the questions that you’re about to ask. So, make sure you get that down.

Don’t rush right through the very first part. Um, ma-make sure that you– that– that patient makes a connection. That the treatment that you recommend is going to be based of- of the answers they’re going to give you, from the questions you’re about to ask. As long as they make that connection I don’t really care how it’s said, but you want ’em to make that connection ’cause right off the bat we’re saying, “I’m not gonna push anything. I’m not going to sell you anything. I’m just here to make sure that you get a treatment that best matches with your level of expectation.”

Crystal: -issues are pain, anything like that? And then, number two is, what you kind of want for your smile future if you want to think about it like that

John: Right. Wait. [Laughter]. And-

Bart: Right.

John: For sure, to have my teeth back in.

Crystal: Fine.

John: I’ll tell you this is…

Crystal: For your uppers, yeah?

John: Yes. This has been a, uh, a lifetime thing trying to keep those teeth on the top.

Crystal: Yeah.

John: Um, and I don’t know, uh, I broke my jaw years ago. And, I mean I broke it, uh, bad enough to where they had to, take the wisdom teeth and, and my whole, [inaudible].

Crystal: Oh my gosh.

John: And ever since and then I’ve… tooth after tooth after tooth and the upper seem to be just, failing.

Crystal: Hmmm. Since that accident?

John: Yeah.

Crystal: Okay.

John: Uh. But I can go back, uh, uhm, I don’t know how many root canals I’ve had. I’ve had six tooth bridge over here and six tooth over here. It started out with three…

Crystal: Oh God.

John: …and it just, you know…

Bart: You hear this guy’s tone and his demeanor? Right? You’re thinking like, you’re salivating, you know what I mean? Wi- with a patient like this. ‘Cause he’s got a sense of– he’s got a sense of enthusiasm. Like, he’s excited to be there. Which not all patients are excited to be there, right? When it comes to dental implants. A lot of patients they’re there because they have to be there. You know what I mean? And he actually sounds like he’s really, really, really been looking forward to this. Right?

Which is awesome! You know? Because, that means you’re– you’re not gonna have to do a ton of work in terms of creating urgency, you know, and things like that. Um, the most important thing to keep in mind with– with that type of personality even when th– when they’re excited, is uh, is just to keep ’em– is just to keep ’em on track. But, Crystal did a really good job just, um, connecting with this patient right off the bat. He’s obviously really comfortable but, this is– this is how you wish everybody would– would speak right off the bat. Sounds really good.

John: …went on and on.

Crystal: Yeah. And so, you got two done in partial?

John: I was, yes. This– this is an implant here and as you will see there– there’s two implants there.

Crystal: I can kind of see them here, uh-huh.

John: Um… And I can’t remember uh, the name, of the implant but Dunnellon[?] dentistry?

Crystal: Dunnellon dentistry?

John: Yes.

Crystal: Okay. How long ago did you get those put in?

John: Oh, the implants?

Crystal: Mm-hmm.

John: Ooohh. Maybe two, three years?

Crystal: Okay. And so, um, you basically kind of thought, well, “I just want to get everything done”?

John: Yes.

Crystal: Okay.

John: Yes.

Crystal: Okay.

John: His– his game plan, um, it would be another month, that he would put in a…

Bart: So these, guys, you gotta be careful about pacing and leading. Right? Cause uh, they, they can have a tendency to go off on a tangent, and start talking about things that– that could be a little bit out of order. You know, what I really wanna know from him is w-w-what are his biggest pain points right now.

What’s his biggest pain point? And sometimes, you guys get this information over the phone, also. So, you’re kinda like cutting to the chase by– by the time I see the video it’s kinda like, you’ve already done half of the first ten. But, um, I wanna make sure to kind of, control the dialogue, and get this person explaining and– you know, what his main pain points are and how that’s affecting his life.

And, with somebody like this, that’s probably one question and they’re gonna just go. It’s just like, this guy has momentum. When he talks, he’s gonna develop momentum and he’s gonna go, and you just gotta, kinda steer him in the right direction. Right? Because whatever direction he starts, I mean this guy could be talking about, you know, the different types of implants here. You know, for the next ten minutes, if they’re not– if they’re not controlled.

So, make sure hey– when you’re pacing and leading, if you feel ’em gettin’ off the line bring ’em back down – right where you need ’em to be, and j-just, a pointing question. This guy’s gonna fly through a consultation though, right? ‘Cause he- he’s gonna give you everything you need. The hardest part with somebody like this is stopping them, right? And getting to your next question, to be honest, ‘cuz they’ll just– it’ll be like a complete run on thought a lot, in a lot of cases.

John: …and he was talkin’ like, eight. Implants.

Crystal: Um…Hmm.

John: And, then I’ve gotta wait another four to five months. And, meanwhile, um, the tooth that holds this side in?

Crystal: Yeah.

John: It failed.

Crystal: Oh my God [crosstalk]

John: So then I had to go get that removed. Now any little small thing in my mouth, gets under there, and, yeah. I’m– I’m lookin’ for an option where I don’t have to complain.

Crystal: Yeah! For sure. Um, okay, so just so that I’m clear– Okay, so then, it sounds like, so you want your upper [inaudible]. You already have, um, implants in your upper right that you got two to three years ago. You’ve been through, like, a ton of other dental work…

John: Yes.

Crysal: …and you’re just done.

John: Done.

Crystal: Done. And, you don’t wanna wait. You want to get implants in and you want teeth as soon as possible?

John: Yes!

Crystal: Is that it?

John: Yep. Hey if I’ve got to chew noodles or whatever just to have temporaries in would be a, a blessing.

Crystal: Okay. Well I’m happy to hear you say that.

John: [Laughter]

Crystal: [chuckle] Alright. So, I’m gonna ask you to give– to give me, um, like a rating okay. So, for aesthetics, like, the way that your teeth will look. How important is that to you from a scale of 1-10?

John: Uh, it’s important.

Crystal: Okay, 10?

John: Yep. Everybody, uh, I’ve always smiled and that’s where all these came from, so…

Crystal: Well, those are happy lines right there.

John: Yes! Yes.

Crystal: Um, okay. So, then how about function? And when I say function, I mean, um, do you want to be able to eat, like, whatever you want? Are you okay with holding back a little bit?

John: Um, I-I’ve missed my, uh, steak.

Crystal: Okay.

John: Yes.

Crystal: Yeah. Alright. So, that’s a 10. Um, how do you cook your steak, though?

John: Uh, medium.

Crystal: Medium?

John: If I can see just a tad of pink, I’m fine.

Crystal: Okay.

John: Yup.

Crystal: Alright. And then, as far as maintenance and what I mean by that is, um, do you– are you okay with replacing something every once a while, or you don’t wanna replace that at all, it’s like one and done.

John: Uh, it would be great at this point?

Crystal: Yes.

John: You know, gettin’ a lil’ bit older. One and done would be, awesome.

Crystal: Okay, I got you.

John: If you wanna put gold on an [inaudible] tooth, that’s fine.

Crystal: Alright! I’ll make a note for that!

John: [Laughter]

Crystal: And you know, it’s so funny, actually. We did do that.

John: [Inaudible]?

Crystal: Yeah. So, I mean, we can if you really want.

John: [Laughter]

Crystal: We aim to please.

John: I was g– I was gonna share with you. I’ve got enough gold teeth that I could bring in if we can do the whole mouth. Probably. [Laughter]

Crystal: All right. Yeah, let’s get you that grill, no problem. [Laughter]. So let’s take a look at your um your bone here.

John: And?

Crystal: All right, so, we’re just gonna start on top…

Bart: Uh, hey Crystal, did you guys get a, um, did you just already have the CT done here or the– are you using the one that the patient brought in?

Crystal: Uh, I had taken one. So, we typically take them before we bring the patients into the consultation room. So we’re looking at one, right now.

Bart: Got it. Cool. [tongue clicking]. So, it’s the one that you guys took. [paused] [tongue clicking]

Crystal: So I’m just tracing the arch right here. Okay! Looks like you got some pretty decent bone. I see the implants. So, right there.

John: Oh he, did he put any bone graft in that tooth, that upper tooth [inaudible]?

Crystal: Um, was that on the right or the left?

John: Uh, right side.

Crystal: Right side. Let’s see here. Where was the tooth?

John: Uh, right here.

Crystal: Over in the back?

John: Doesn’t look like that there.

Crystal: No. Was that a conversation that you have with the previous doctor?

John: Yeah.

Crystal: Um, well, I can double check with our doctors here as well.

John: Okay.

Crystal: Because, just because, I can’t identify it, doesn’t mean it’s not there.

John: Oh, okay. Okay.

Crystal: Um, it could be your radial loosened or something. Meaning, we can’t see it on an x-ray. Some bone grafts are like that.

John: Ahh. Okay.

Crystal: So, um, let’s see here. I’m just taking some preliminary measurements to see what we’re working with. And, it looks like you got some pretty decent bone, John. That’s fantastic.

John: Right.

Bart: So, Crystal this is usually like, kind of the part that the doctors usually take, right? ‘Cause looking at, lookin’ at the, uh, the CT scan, talking about bone, doing all that stuff, um, basically confirming that they’re a candidate and then making the primary treatment recommendation. Is this more of a typical process or is this more unusual for you guys, for you to kind of, go into that?

Crystal: Because our doctors are almost always in surgery, this is what we do. And, so like, Doctor Bran has trained us to be able to identify whether or not they have bone. But, obviously, like, we have to confirm everything with them. That, if they’re not– if– but if we only had consultations when the doctors are available, we wouldn’t have them. And so, like, what we’ll do is, take the scan, um, kind of see what sort of bone they have. Um, ’cause we know, what– what bone and no bone looks like, and then, we’ll go see if there’s a doctor available. Confirm it with them, and then, come back. So, it’s– I would say it’s pretty typical for our office staff.

Bart: So, it’s typical for the doctor to be in the room for what, less than two minutes? Five minutes?

Crystal: Well I would– I would say that sometimes it’s for– for a period of time, um, I think it depends on the patient too. Sometimes, it’s not even, at all. We’ll just go back, um, talk to whoever’s available, um, and then, see, if they have enough bones to place the implants. If they do, um, or don’t, we’ll relay that to the patient, ourselves. Unless it’s something, like pretty serious, and the doctor wants to say something, um, then they’ll come and meet them or if we want them to come meet them or if patients say they wanted to meet the doctor. Then–then– we’ll do that too.

Bart: Got it. Okay. What I would keep in mind here, um, anytime you’ve got a CT pulled up and you’re taking to the patient about it, I would keep it about as generalized as I possibly could. You know what I’m saying? Like, I would keep it real general. Like, “Oh! I see some bone.” You know what I mean? I would ge- I would not be specific when it comes to that ‘cuz I would use it, um…

You’re basically using the CT to– to say, “It looks like you’d be a good candidate for several different types of treatment. Now, based on what you told me, in regards to function, aesthetics, long term maintenance. Having- wanting to get this done one time and one time only. I would say, definitely, out of the four or five different treatments that we have available I would say the one that best suits what it is that you’re looking for, would be X.” I would just use it to justify the connection there. You know what I mean?

Crystal: Yeah.

Bart: Um, but, I would be cautious about getting into it ’cause if, once you uh, there’s certain doors you open and now they have further questions on it, and you can kinda get into a situation where you don’t– you don’t wanna be commenting on that stuff.

Crystal: Right.

Bart: You know what I mean? ‘Cause the last thing I wanna do is say something, and then, the doctor has to roll it back. Or even if we say something, and the doctor says the same thing differently, and it confuses the patient, or the patient thinks that it was different. There’s just a lot of things that could happen.

So, you didn’t do anything wrong here, by the way. You just, I’m– I’m just saying for future reference.

Crystal: Yeah.

Bart: You wanna keep it general. And, if there’s anything that you are less than 1000% certain on, then– the– you don’t mention it. Don’t even bring it up. You know what I mean? Uh, you just let the– let the doctors do that part and if you gotta go, grab ’em. You got– you got $50,000 bill in front of you, you go get ’em. You know what I mean? That’s it. Make ’em work. Work ’em, girl.

Crystal: [Laughter]

Bart: Okay. Hold on, what is it?

Audience Member: I’m curious how patients who are invested towards high-end dentistry feel about such little time with the dentist.

Bart: “I’m curious about how patients investing high in dentistry feel about such little time with the dentist?” I’d say it’s different for– it’s different for different patients. There’s some patients come in, they don’t– I mean, everybody that walks in, the clear choice is spending less than ten minutes with the doctor. And they never, ever, ever meet the restorative, uh, or the uh, the surgeon. Never. They never meet the oral surgeons actually going to be doing the surgery. Never meet ’em. Right? And that’s the biggest provider of, um, full arch– full arch implants in the country.

Um, so I think it just depends on what, what is their relationship with you and how comfortable they feel. If someone doesn’t feel real comfortable to treatment coordinator, they don’t feel like you know exactly what you’re talking about, they’re g– probably gonna want to talk to a doctor. You know what I mean? There are some patients that want to talk to a doctor, no matter what. Right? And that’s, that. And then, and, y–hopefully they will tell you that. But, if not, y-you have to be able to pick up on that, and kinda get, a-again, you get a feel for it and if you even get– have an inkling that they are wanting to speak to a doctor. T-that’s important to them to do so, then you go get ’em. You know?

So, I don’t think, it’s– it’s not– I don’t think there’s one way that everybody feels, um, because I-I’ve got so many clients with different processes based around this. I’ve got– I’ve got clients with the doctors with them. I mean, I try to fix this but, [chuckle] sometimes they’re actually with them for an hour. With the patient. Um, and I don’t necessarily think that that’s, um, efficient, right? For the doctor. And, I don’t think it’s necessary for the patient. I think that that’s the whole point of this program, is to get the treatment coordinator to the point where the treatment coordinator can do the heavy lifting as far as the communication. And what the doctor’s there for is to confirm candidacy, make a primary recommendation – primary treatment recommendation – and then, create extreme confidence and enthusiasm. That’s what they’re there to do.

If I can get those three things out of the doctor in ten minutes, um, it’s better than a doctor spending an hour with the patient that doesn’t do any of those things. Sometimes, they leave the patient with three different options, they didn’t sound excited about any of ’em. They– they got too clinical. They got into [inaudible], they didn’t really listen to the patient, and, they kinda did more harm than good. So, um, I do like for the doctor to come in and, um, confirm candidacy and make a primary recommendation. I like that. You know? Um, and I think it’s also advantageous for the doctor to come in and make a quick, but deep connection with the patient.

So, the patient looks at the doctor and goes, “Wow, this doctor [paused] looks excited to do the case!” Right? “If the doctor feels good about it, I feel good about it.” “If the doctor feels excited about it, I’m gonna feel excited about it.” So, I think that that’s advantageous in all of the p-probably a 100% of the consultations. To have that, helps you guys, as treatment coordinators, doesn’t mean that you have to have it, to get the case closed. Right? So, um, just like Crystal said, “Hey, sometimes, you’ve got patients in there and you’re scheduling consultations, and something happens, and the doctor is not available.” Just not available.

So, you have to do, um, you have to be, um, diverse enough and– and have enough depth to kind of feel your way around here. Um, but it’s– it’s not super typical for the doctor not to come into the room at all. Um, but I’m sure, m- [chuckle] a lot of you guys have had the situation where you had a consultation, the doctor got busy or there was an emergency, and the doctor couldn’t get to the patient, right? All of you guys have probably run into that. So, it’s still good to get us to the point where we can still, um, somewhat come up with– with some type of a close, even if it’s a deposit. Let me keep going on this ’cause this– here’s where we start talking about the money.

John: Goodness!

Crystal: Yes. ‘Kay let’s see.

John: We’ve added enough over the years.[Laughter]

Crystal: Okay. So, right now, we’re probably about here I’m just gonna take a measurement of that. Looks great. That looks really good, too.

Bart: Sound just like a doctor, Crystal.

Crystal: [inaudible] [laughter] They look like they’re doing pretty good.

Bart: That looks pretty good. Nice general you sound like it yeah. Pretty good. Good bone.

Crystal: So, um, it’s funny that you’ve mentioned not knowing the manufacture- that’s super easy to get.

John: Okay.

Crystal: Yeah, super easy to get.

John: Okay.

Crystal: Um, so, it looks like, you would probably be a candidate for implants on the top if you wanted them.

John: Okay.

Crystal: Um, so, from everything that you told me, and really, the only material that will stand up to steak, we’re gonna– I’m gonna start by talking to you about these first. [Inaudible] everything else you can see. [paused] And, feel free to touch, whatever you like.

John: Okay.

Crystal: So, starting on the right, um, these are Zirconia. It’s like, the best of the best.

John: That’s what I hear, yes.

Crystal: Okay, so you’ve done your research then?

John: Yes!

Crystal: Okay!

John: Yeah.

Crystal: Alright! Is this kind of what you were gearing towards?

John: It is, and this would be permanent, it wouldn’t be [inaudible].

Crystal: That is correct.

John: Okay.

Crystal: And so…these are going to screw right into implants that we place i-in addition to the implants that you already have.

John: Okay.

Crystal: Uhm, so typically, we place a minimum of four on the top. It’s probably gonna be a little bit more for you but that is…no, it’s neither here nor there really.

John: Right. Right.

Crystal: Uhm, but yeah, these will stand up to steak, it will stand up to corn off the cob, apple off the core like pretty much anything you want to eat. You can eat without like- hesitating, which is nice.

John: Yes.

Crystal: Yeah.

John: Yes.

Bart: Yeah.

Crystal: Uhm, so, these also are the only ones that have a fighter guarantee as well.

John: Okay.

Crystal: So, uhm, because they’re made to be permanent so if you get chippings, stain, wear and anything, uhm, come back and we’ll fix it for free.

John: Okay.

Crystal: Yeah.

John: Okay.

Crystal: Questions about this?

John: N-Nope.

Crystal: Okay.

John: No.

Crystal: Did you want to hear about fees?

John: Uh, well what kind of price range are we looking here?

Crystal: Sure. Uhm, were you thinking of paying cash or financing?

John: We can do cash.

Crystal: Okay.

John: I-if he percentage I-if the discount is…

Crystal: Okay.

John: …nice.

Crystal: So, uhm with financing its 25,000 discounted for cash will be 23.

John: Okay.

Crystal: Yeah…

John: Okay. Uhm,…[paused] I wonder If I can-

Bart: Okay. So, here’s where things can get a little…here’s where you could run in issues, right? Uhm, in this situation, kinda tipped his hand when we went through Zirconia, and he says yup, Zirconia, that’s the one, that seems to be, so right off the bat, you know he’s already had another consultation, Okay. He’s–He’s has already had a consultation about this…uh, at least one of them…

Okay? Ma– Maybe multiple. We don’t know yet what p-pricing he got from other doctors. Okay. Uhm, One thing I want to put- I definitely want to put in this guy’s head, what I’m going to do first, when I’m going through the treatment, I’m saying, “Hey, You know based on everything you say with functions, aesthetics, this is kinda what we’d be looking at Zirconia,” da da da da- you know, and he goes, “Yeah that’s permanent?” and say, “Yeah, it is one of the permanent options. It’s not the only permanent, right? it’s not the only fix. Some places only offer one fix but we have a couple different ways to do fix permanent options. Uhm, but this is- this would be I mean based on what you are saying…” blah blah blah.

I wanna throw that in there so that he knows there’s more than one, ‘cuz this guy hasn’t heard that before. Guarantee it. That’s number 1. Number 2, uhm… I want total bind that he did yes, she wants Zirconia and then we start talking about price, I have to make a determination if I’m ready to close right now. If I’m ready to do a close.

Because if I don’t go through the formal of close- if I don’t get a bundle out, if I don’t show him the deal then the 25,000 is not going to be viewed correctly. You know what I mean? He’s gonna look at that as retail and he already even said the word discount.

So anybody, that says the word discount to me before I closed I know I wanna run through the bundle… ’cause I’m going to come to him and show him that he’s getting a big discount already and… he’s getting more than any of the other doctors have showed him… Right?

So… I would stop, the one point I would make is… that we have more than one quote end quote permanent option that’s gonna be something different. Right?

And also gives me a fallback if he says, “Woah! that’s way too much money, ” or whatever. That’s why we have more than one option. We have different options. All you know, that are fixed and permanent so give you what you want which is at different price points just different types of material, you know. I-I can, I had a fallback there, uhm… and then uhm..and then the next thing would just be to…put him off for a second, right? and make sure all I’m for is what he wants. Zirconia is what he wants.

And I would try to get a price out of him before I shared anything or even went through the bundle. I would like to know, what he got from the other practices. I wanna– I would like to know that before I give 25 grand you know what I mean? ‘Cause that’s kinda help me. ‘Cause if he has the price for all and for fixed Zirconia 18,995, you know, I certainly don’t wanna just throw out 25…I don’t wanna throw that out, right?

What I wanna do is go through the bundle and I’m gonna frame 18,995 that it’s possible, that there’s gonna be more down the road. It’s possible that that’s your quote end quote starting at fee, right? And there’s gonna be more, right? Was this included, is that include, that included, this included, you know what I mean? so I wanna frame it and start planting some seeds that maybe there’s more that meets the eye, to that 18,995.

And then I’m gonna show him, “Hey, the most important thing whether it’s 1820 or 22,” or whatever. It’s still– It’s all in the same ballpark, right? The last thing you want is to start cuttin’ corners, do it wrong and then you have a problem, you’ve already had a problem with two implants, we don’t want to have a problem with this one, right? We want this thing done right. Okay. That’s why we don’t cut any corners here. I’m gonna show you what we do ’cause we do this on– we do this one time, and it’s gonna be done the right way and we include everything.

We don’t upcharge you for every little thing, there’s nothing coming next week or down the road or even next year, right? Everything is included here. Okay. And we actually- and, and, and we actually warranty an-and guarantee all of our works. Let me kinda go through it with you and I know you said yo-it depends on what the discount is. I think you’re gonna be pretty happy to see everything that we include and then, uhm, and then what we can do as far as I– as far as a discount for you.

You know, ’cause I mean, you’re not gonna find this anywhere else. So let’s go through it. Bam! And then I’m gonna take him through the bundle, right? And again these are all just ways. You can do it just like this, just shoot out price, bam! An-and you’re getting into you’re into a negotiation. It’s just we led with a fee [paused] with no frame or reference, right? We kinda led blindly, we just gave it to him, bam! Uhm, anytime you do that, what do you do if they say, “let me think about it”.

You know what I mean? It puts you in a tough spot. It just- It’s just more difficult to recover there, right? What I like to do is maintain control the entire time. So, and- you guys- I want you guys to pay attention to the tells here.

That’s what sales is, it’s reading people. So when they make a tell, right? Like yo-you’re going through patient education and go, “Oh yeah Zirconia, oh yeah I know what that is, bam! You’re thinking they already have had a consultation 100%.

They say something, “Well, depends on what the discount is.” Odds are, they had another doctor show ’em that they can give them a little bit of a discount on this.

Right, so now they’re asking what you– what your discount is, so they’re expecting it right? All of these things you just have to really pay attention and pick up on it, so that when you go into your close you’re framing this correctly to the point where I’m not giving them some type of a take it or leave it scenario, right? And I’m not putting them in a position where it’s like 25,000, yes or no?

Right? Because if it’s yes or no and they say let me think about it or they say, “No, that’s that’s too much.” It’s more difficult now. Right? Like so, “Well, sounds like you had a number inside your head.” blah, blah, blah, but this guy is like an open book. This guy will give you whatever you want. You know what I mean, you’re gonna be able to get it out of him. So you just keep, keep that in mind before you throw a fee. If you get the feeling that it’s a second opinion, I want to know what price they got and if they got a price, right? So if they say, “Oh yeah, I’ve already been. Yeah, I know. I know about Zirconia and I’m familiar with it.” Oh okay, have you already had a consultation somewhere in regards to all on for of Zirconia? Yeah you did. Okay. Did- did you get a price for it? H-how far down the road did you get? Or did you just kind of inquire over the phone? Just to kind of give me an idea. I just want to know how familiar you are with the procedure and I can kind of just tailor it to whatever whatever is gonna be the fastest and easiest for you.

And then this guy, he’s gonna just give it to you. You know what I mean? Somebody that talks like this, they’ll tell you, “Oh yeah, I went to doctor such and such got me this X amount of money,” blah blah blah and you guys have everything you need. You know hey, he’s $5,000 under where I’m gonna be. So I need to do two things. I gotta make sure that I plant a seed that that, 19,000 or that 20,000 may not be the end of the story and also gotta plant another seed that, uhm, that it may not include everything and that he’s getting more with me for a bigger discount, meaning a better deal…

And that’s how I’m gonna frame my entire close. But you gotta be careful ’cause they’ll jump you ahead, right? They’ll ask you a direct question, and sometimes you give ’em a direct answer and you’re kinda shooting from the hip. Uhm, and that…it- it, sometimes it can work out, sometimes it doesn’t work out. It’s gonna work out almost all the time if you maintain full control over that dialogue and they’re- they’re marching to my beat here. You know what I’m saying? ‘Kay.

John: Get in the 20 at the 20 range.

Bart: Oh, hold on.

Crystal: 20?

John: Yes.

Crystal: Uhm…

John: Okay, Okay. Uhm, I wonder if they can get in the 20 at the 20 range.

Crystal: 20?

John: Yeah.

Bart: You see how this guy is literally thinking out loud with his mouth? A lot of people don’t do this. These are the easiest people right to close ’cause he’s literally, uh- he didn’t mean to say that? The guy is just a horrible negotiator.

Right? Crystal’s got him freaking hypnotized. What is this guy doing right? You don’t say that you know what I mean. This guy is an amateur right? He’s just like a nice nice guy that’s just like…you know, thinking out loud, right? But understand that does not happen all the time, people will think that exact same thing and never tell you when they’re wondering, “Wonder if you can get to the 20,” but they’re not gonna say… 20 ’cause they’re either going, “Hmm what if they could do better than 20? I don’t want to say 20, I’m just gonna ask them how good they can do. And then I’m gonna use that number, and then I’m gonna go from there”. That’s what a lot of people will do.

Crystal: Uhm..because of what?

John: I’ve got two other prices.

Crystal: Yeah?

John: And…uhm…If I’ve got to wait the long term the long haul, uhm… well, let’s see the total on that was 20 and that’s removing the teeth and everything.

Crystal: Mm-hmm…

John: Ok, I’m to a point that I’d- I’d rather not, wait that long.

Crystal: Right?

John: And uhm… the other two came to, I got them to 21,500.

Crystal: I’m glad.

John: And I’m just wondering if you guys can get close.

Bart: Look at all these practices, this guy. He’s been to two and this guy’s easy…how did they not get him? Somebody tell me. Do you hear what he just said? “I got him to 21,500” Ha! How did it get them to 21,500 and not get closed? Somebody tell me…how?

Kayla Forster: They didn’t ask him to schedule, they didn’t accept the 21,500.

Bart: You know what they didn’t do, they didn’t get a commitment from him before they conceded on price, right? If I run through the bundle and I go from 35 to 25 and I have somebody asked me for a bigger discount, say hey, “Well, can you do a little better?” Right, I need to know what is your idea of a little bit better, right? So…what’s your idea of a little bit better and they said, let’s say that they say listen if you can get to…If you get down from 25 to 21.5…that would be a huge help. What do you do then? What do you do? What do you say?

Kayla: Let’s do it.

Bart: Ok, perfect, let me think about it and I’ll call you back [paused] and that’s how they screwed it up! Right? The answer is… 21.5 that’s something that uh…[sighs] that’s something that almost never happens. I’m not sitting here telling you that I can do it, ’cause as- as you’ve seen here, you’re you’ve already got about a $9000 or $10,000 discount already built-in, you’re asking for another $4000 or $3500 off.

I’m not saying that I can do it, right? But I’ll take this to the doctor right now and try to get approval on it but I’m only going to do that if you’re going to make a commitment today schedule in pay. If I can get to the 21.5 you’re scheduling and paying today.

Crystal: I’m so not for this guy, but.. Bart, so, for like another… uhm… consult that I had, I-I did do that– not those exact words but I did it, maybe I did it wrong. But like they were like– They were like, “Oh my God! you’re like a car salesman.”

Bart: Mm-hmm.

Crystal: And thought I felt pretty like, “Oh God what’d I just do,” and like, uhm, I don’t know it didn’t go well. [chuckles]

Bart: It depends on how you do it, right? And that’s why framing is important. That’s why I tell him listen a-and it’s important to go through the bundle…it’s really important, the bundle helps you here, right? because it’s already showing that you’ve already taken the first step, so they’re asking, not for the first concession here… they’re asking for the second one, which is asking a lot, right?

So I’m saying listen in addition to the- to the 8 or $10,000 that you’ve already gotten, you’re asking for another another 3500, uhm… it’s a big ask. It’s something that, virtually never happens. I don’t mind taking it to the doctor, but if I’m gonna take it to the doctor and try to get this approved, I need to know… right, that you’re serious about doing this because I’m about to go talk to the doctor so, I just [dog barking] need you to be honest with me, If I can get the price to where you’re asking [dog barking] right at 22,000 or 22,500, that you can make a commitment today and move forward. All I’m asking is for you to be honest with me and I’m not even saying that I can do it.

But if I can do it… do I have your commitment that you’re gonna move forward today? And that’s fair, that’s the fair I ask, you know what I mean? It’s like… are you serious about it? ’cause if you’re serious… then I’ll try to get this done and make an extra concession, but don’t ask me to go make second and third concessions for you if you’re not serious and you’re not ready.

Because it’s not something that’s normal, you know what I mean? So a- and…and that is… that’s a normal ask on if you have the bundle there though, it helps you because you’re already showing them that you’ve already made a huge concession.

They’re askin’ for another huge one, if they look at 25,000 and they look at that as your full retail, they don’t look at it as a huge concession. They look at it as, Oh, please, you, ugh.. like you can’t take $2000 off this… right? If you couldn’t take $2000 off, $25,000 wouldn’t be your price.

You got way more than $2000 in margin here, you know what I mean? That’s how they’re going to view it. ‘Kay? That, a-and that’s why I like to assume everybody wants to negotiate and everyone wants to bargain and everyone wants to feel like they’re getting a great deal.

But I don’t– I’m not going the extra mile like that without a commitment. No, because what prevents them from just working you, right? Ok, so you get down to 25, one five, let me think about it. Oh [puffs], wasted my time right? Oh, now that’s not enough, well…maybe 19, right? whe- where does it end? you… you can’t allow someone to work you and sometimes people, they can get upset because sometimes how you word it, it can come off.

Especially like in the beginning if it comes off a little clumsy or a bit direct, right? Sometimes it can be off putting, uhm…in other times they are just trying to work you, and they’re not serious, and they get upset. But they’re not serious… and that’s Ok, you know what I mean? That’s Ok, you can’t slet-let somebody just run you guy-you can’t you guys can’t be run over with price, you can’t.

You have to be in charge and in control of a negotiation, right? And if I, if I’m negotiating in good faith, I’m gonna make a deal that’s, that works for both parties, and if I come to that deal, with both parties, and I make a concession on my end right from the outset, and they want a further concession, then in order for me to do that, for me to do something over and above what I would normally do then uh- it requires a commitment on their end, some type of a serious commitment. It’s just like anything else, you know what I mean? If you, if someone’s selling a house for $500,000 and you say “Hey, can you get down to 450” and they’re like, ughhhhh… what are you gonna say? Ugh, well I’ll pay 450 cash today, I can wire it in, if you can do it.

Right? No one’s gonna calm down, so far without some type of a commitment. You know what I mean? And that’s in any business in the world. So a lot of it is just kind of reading who you’re talking to… and… uhm… and using enough context. When you’re first starting off and you’re practicing these things, sometimes you just, you’ll go right into it and it won’t have quite enough context to soften it up. You know what I mean?

So I can soften it up still be, I could still be… uhm… direct, but I can soften it up with enough context to where the whole thing kind of makes sense and it sounds reasonable, uhm… and that’s all we need to do is just make it sound reasonable, like we’re leveling with them and that’s kind of what I do. You know, so listen, I’m giving you a great deal here with- without compromising anything. You’re making no compromises here, ’cause I’m still including everything for the full year plus the warranty, right?

Keep that in mind, I’m not saying, Hey, let’s chop up the maintenance and this and that and the other and then I can kinda get your price down, but you’re gonna give up all these things. I’m saying you’re keeping all this and I’m still comin’ down. Now over and above that, I just need to make sure that, that… that you’re serious, and then I’ll go to work for you, I don’t even know if I could do it though?

I’m going to try, oh, when you see this get done for you and I know that… that… the doctors are very very, very reasonable, and I’ve seen him go out of his way for people. But I’ve also seen people ask for things and we go out of our way and then they weren’t serious and uhm… and I don’t want to be put in that position, I’m sure you can understand that. That’s it, and some people are there trying to work you in they’re pricks, and they could get mad and I don’t care.

You know what I mean? Because they’re just gonna work you anyways and you just can’t, you can’t have that, uh, a closure is not gonna be worked by a customer on a never ending reduction of fees that cannot persist.

Does that make sense guys? And I’m not saying be rude about by any stretch of the imagination, I’m like, I soften it up and I use so much context it takes me like 90 seconds to say wh- what I’m telling you, in 12 seconds. I might take 90 seconds or even two minutes to soften it up and justify it enough for why I need a commitment before I can go talk to the doctor.

You know what I mean? I want to make sure that we’re on the same page, uhm, but you can’t let somebody just work you with no end in sight, right? And that’s why the guy said I got him at 21.5, the other ones at 20 and this other guy got them down to 21.5, so what can I get you down to? Makes sense? So he doesn’t even know, but he’s already playing this game, he’s already programmed this way, right?

Crystal: There’s a question.

Bart: What is it?

Crystal: Is it okay if we’ve done like, an offer if they don’t commit right then, say I’ll give you ’til the end of the week for this deal.

Bart: I- Is there a-…Is there a problem putting a deadline like give you to the end of the week for this or whatever, uhm… [paused] I wouldn’t, because I would tell him I don’t know if I can do it or not, but I’m not going to go to that, I need to know if I can do it, you’re in. [paused] That’s it, right? I’m not gonna even go ask. You know what I mean? Like you wanna maintain as much control and authority here as you can, I don’t want to–because if you say hey, it’s good for a week whatever you already you went to that you went down to that price and they know damn well if they call you back in 10 days you’re gonna do it.

You already got there and you got there without talking to anybody, so you probably have more room to go, does that make sense? And that’s exactly why this guy should be closed, come on, uh, we’re the third stop here, ladies.

We’re the third! This guy’s easy [paused] Two other practices, you know what they’re saying goddamn progressive, these leads suck price-shopping bastards, right? That’s what they’re saying. Price-shopping leads, it’s like no, you made a critical error, this guy is easy, you know what I mean? This guy is ready to go and done and they messed up two practices before that are both cheaper, than Crystal, and Crystal’s, Crystal is the one that…watch.

Crystal: So… uhm… so just to kind of give you an idea of what we do okay…

John: Mm-hmm.

Crystal: Uhm… and so we are an implants-only practice, we only place implants, how about the other places that you learned?

John: Ahh… the two, the two I got the estimates for, nothin’ but implants.

Crystal: Okay.

John: And it’s my dentist, uhm… that was at the, uhm… lower lowest mark.

Crystal: Okay.

John: But the longest time to heal they, I mean, he doesn’t have anything to give me any temporaries or anything.

Crystal: Okay, so let me walk you through what we do.

John: Okay.

Crystal: So, we have an in-house,

so it would be 17 up front.

Bart: Oh, one sec.

Crystal: 24 hours, [crosstalk] right?

John: [inaudible] Yeah.

Crystal: Okay so, so after hearing that, does the time sound good?

John: Oh, yeah!

Crystal: Time sounds good?

John: Yeah.

Crystal: Right, uhm… could you do 22?

John: Let’s do 22.

Crystal: 22…done!

John: But let me ask you this…

Crystal: Yeah.

John: Uhm… such we’re waiting 9 March or so for here?

Bart: Alright, well, when we’re negotiating, let’s just say that we have latitude to do it, and we want, he says, can you do it at 20? We’re at 25, wanna be at 22? [paused] When she said, you know, could you do 22? Again, if this guy knew what he was doing, do you know what he would sense right there? He would sense that she can come further than 22, right, that’s what I would take from it, right?

If someone goes well… ugh, you know, uhm, could you do 22, right? It’s you’re almost- your- you’re to the point where she’s kind of saying like, “I’d rather not go to 20. Do me a favor here with 22, I can if I have to, but can you just do 22?” You know? It’s, it’s, there’s ah… it’s not as strong as it could be, you know what I mean?

So if you’re gonna go to, if you’re gonna to 22, you wanna do some type of assumptive close, right? Okay, listen, we’re at 25, I know you want to be at- at- at 20, that’s, that’s another, jeez, that’s another 20%, uhm… how about we do this ’cause I know that you wanna get in this as soon as possible.

I know you want to get this done, let’s do this. I’ll meet you in the middle. We’ll do 25.5 or we’ll do 22.5 and we’ll go ahead and get it going now and I’ll take care of all the paperwork, get it done for you, that sound fair?

Done, done. Right? Not can you or could you or will you, anything. You have to assume it’s done, right? So that they follow you. How about this? This is what we’re gonna do… right, I’m gonna take another $2500 off, I’m gonna get you in the schedule immediately so we can get this thing going, I’ll take care of all the paperwork [paused] another $2500 off and get you going, that sound reasonable?

Let’s do it. Boom, done. Assume it and go. That, don’t ask for permission again, this guy just doesn’t know what he’s doing, you know he doesn’t know how to negotiate at all, but if he did, somebody that savvy is going to hear you and they’re going to sense that you can go further, right? And if I was the guy, and I wanted to really work you right there, I would be like, “Naahh… you know, I’ve already got two other quotes that are less than that, and it’s, it’s pretty much the same thing, they they all do implants too and listen, I don’t want to go with them, I really want to go with you guys, but I need you to get down to 20,000, [paused] is there no way you can get down to 20,000?”

That’s what I would do, you know what I mean? All right, watch.

John: For the permanent?

Crystal: Yes.

John: Well, if I, at- at the time of procedure, pay half, and then pay the remainder when these are done.

Crystal: So, uhm… yes, we can totally do that.

John: Okay.

Crystal: And so then what we would do, is… let me just use a little map here.

John: Sure.

Crystal: Okay, so… you need to pay 17 up front to get started.

John: Okay.

Crystal: So…uhm…so it would be 17 up front and then 5,000 before you get these.

John: Okay.

Crystal: That sounds fair?

John: Yup. Yeah. [crosstalk]

Crystal: All right. Well, let me just, uhm, so yeah…

John: Yeah.

Crystal: OK, let me get uhm, a document-

Bart: Much better example of assumptive style close, right? Said, “Well, what we’re going to do is we’ll do 17 here and five there,” whatever it is, you know what I mean? Just assume the close, they’ll follow you. If they sense a weakness or they sense you know that they can get, something further like, why, “Hey, how about I pay a 2000 now, you know, 10,000 later how ’bout I pay over four months.” I mean what? What’s it to them, it’s the same price, It’s just easier, 50/50 whatever. So you want to do the close, how’d you like to pay for it, we want to have a full pay if we can’t have a full pay, I’m gonna treat it like an additional concession. If I have to break it up, you know what I mean?

And if I have to break it up, if that’s…uhm… If they’re asking for too much there you know, then I’ll hit him with finance to say, look, you know if you’re just thinking you know cash for the whole thing, a lot of people will come up and they’ll just take the full amount and spread it out over, you know several months just have a low affordable monthly payment and be done. You know, that’s an option two, would that help you? And that’s for somebody that’s asking for like you know, 4 or 5 months of payment something like that I-wa-you know? Uhm, half now half, half later, whatever that’s that’s not that that’s not that big of a deal.

Crystal: -gonna take a look, okay?

John: We’re good?

Crystal: All right.

John: All right Miss Crystal.

Crystal: [laughing]

Bart: Well look, anyways uhm, Crystal closes this guy, I just thought I found it really interesting, listening to the patient listening to this whole dialogue and I was just shocked, that he had been through 2 consultations and no one got him. hat would just shocked me, you know what I mean? And you guys, wouldn’t believe how many times we see it. It’s, it’s unreal. I have clients where literally what this client does with 100 leads and what this client does with a 100 leads is comple-it’s a completely different ball game, you know? This client takes 100 leads and they do, you know 7 archers and this client can’t do an arch.

Right, and this client said just absolutely convinced that it’s the leads and it’s the constellation. It’s the patients. They’re absolutely convinced, but you can see like these patients, we’ve even seen one, one patient go from one of our clients to another one. It got closed, you know there’s like 3 hours away and the other client you know got the patient, so…

You have to be closing all of the time and when we’re gonna, when we start talking about price witha patient I want to know exactly how I need to frame that price, so don’t skip the bundle. The bundle is there to help you guys. It shows them that we’re making the first step in the negotiation, and it’s gonna give you a ton of leverage if they ask for second, secondary or third type of uh-concessions… on price it’s gonna put you, it’s gonna give you guys a lot of leverage there, right? and then pay attention to the tells if they know Zirconia.

If they know all-on-four, if they know thi-you know terms like immediate load or anything like that, that’s not layman’s terms, then you know that they’ve had, they’ve had a second opinion right? Or that you are their second or third opinion. And if that’s the case, I want to know how the 1st one went? What price did they give you? How far down the road did you get? Just preliminary information or did you go through and do CT scan and get uhm, uhm, you get a full treatment plan and everything else?

And if so, you know what is it that you’re still looking for? But I want all that information before I close, if I can get it. And if I’ve got somebody that’s gonna talk like this guy, I’m gonna get everything, I mean, this guy is going to be in serious trouble, right? He’s never going to get away from me, he’s done, you know? But the other two practices missed on him. Okay? So I-I think that’s a really… it’s a really good take away and I think Crystal did a good job not being afraid to talk about price and she obviously had some latitude built in to the 25 that allowed her to go down to 22.

Uhm, so she didn’t get all the way to 20 like he wanted, so she made a negotiation, made an offer, uhm..and he accepted it, I think there’s some things that you can do to maintain control over the conversation and make sure you don’t put yourself in a position where it’s take it or leave it for the patient, you know what I mean?

You want to make sure you’re in control the whole time, and you know exactly what type of price point that patient is looking. So if you’re gonna come in above it, you have a justification before you give him the price, if you’re gonna come below it, you have a justification before you give another price, and that’s what the frame is, you know? And you only frame, with…with, with data, you need to have the data in order to do it. Okay?

Uhm, guys, I’ll open it up real quick. If anybody has any, uh, any questions, sorry, I went about 10 minutes over, but I thought that was a really good one, uhm.

Audience member: A lot of them are gonna be here Friday.

Bart: Cool, a lot of you guys are coming in on Friday. Good. Good. We’ve got a big group coming in on uh on Friday for the power session, so we’d be able to work on a lot of this stuff. Did anyone have any other specific questions on this, or anything that came up since our last call that you guys want to run by me real quick? Anybody have anything?

Crystal: I I actually have something I think that my biggest regret about this consult was like… I wish I wouldn’t have folded when he asked if he could split up the payments, I wanted to get everything up front, but like it’s so… I think negotiating, It’s uhm… it’s, it’s hard for me, ’cause like I want to give them what they want because I feel sorry for them because of their teeth and so…but like I wish I would have been like, “No, I already gave you an extra 1000 off like you either pay it all upfront or I take a new discount.” Like, I wish I would have like said that, but like it’s hard for me to justify somebody spending everything all at once if they’re not getting everything all at once?

Bart: Well, do-well that’s… don’t make that hard to justify [laughs], you know, I would just, d-don’t worry about that. You want full commitment, that’s what you want, right? Full commitment, pay upfront, and and go. Right? Then… and then they’re done, and if you were to close, right? And they said, “Hey, how about we do 22,000?” He says, “Yeah no problem 22,000.” Say “Okay cool, I’ll handle paperwork. I’m gonna take a look at the schedule. Get it written up and we can go ahead and do uh, we can do a credit card or we can do check which one do you prefer, It’s gonna be a lot different, you know?

He might just go right along with whatever you said, because just like you had those feelings of [background noise] wanting to help and not wanting to come across like too much, uh customers have those same feelings, right? Like a customer has the same feeling like “Man, this person is bending over backwards trying to help me, do I really want to now ask again? You know what? I’m just going to pay it.” like “I’m glad I’m getting the deal they met me halfway they didn’t have to do that.”

They have this those same exact feelings, right? But if you don’t if you don’t close and then assume the close and try to get the payment immediately, right? Uh, then, you’re it’s, it’s almost so open ended where they don’t know how to pay. So they’re just spit-balling here, they’re just suggesting ideas to you now, right? It’s not like you, said, you know, “How do you want to pay? you can pay by check or uhm… check, credit card, bag full of money, whatever is easiest for you and I can get you scheduled and get you going, how do you want pay?”

It’s not… that didn’t happen, right? So he said, “Okay, cool. Like okay, well how about I pay like…” He’s just making a suggestion he’s not saying “Oh I can’t pay it all now. Can I pay it half now and half later?” Those are two different things, so who knows if he would have even brought it up, Right?Had we done a close and then try to collect on the money right then. If I try to collect on all the money right now, I can always fall back to 17 and 5, I can always fall back to, you know 12 and 10. I can always fall back to financing I can always fall back to put $5000 now and then you can bring a check at the time. I can always fall back to all that stuff. But you want to s-always you start at the very top, which is, “How would you like to pay, we can go ahead and take a check, we can do cash, we can do a wire, we can do a credit card, whatever is easiest for you, and then I’ll go ahead and get you scheduled.” And sometimes I go, “Woop, oh, here’s an Amex.” Boom. Right?

Cool. But I think you did a really, really good job with that patient Crystal in a lot of ways, and like I said again, hey, di-that guy went to two other practices and they didn’t get him. You know? And they’re sitting there going why didn’t this guy ever called me back? I could have sworn that he was done and the doctors going whatever happened to such and such? Well, they’re having the same conversations everyone has when they think, you know, that the patient should have moved forward and, and you know they got out competed. Right? Crystal got him, they didn’t get him, he’s never gonna call ’em back.

You know it happens every single day, multiple times a day to everybody. So you want to make sure if they tip their hand and they’re a second opinion or third opinion that… you know that we we don’t let him get, away, that’s for sure. Anyone else have any questions or any comments on that? Anything I can answer for you guys before I let you go, If not, make sure you guys get registered for a uh… for a power session. If you’re not registered this year makes you get registered, come down to clear water, hang out, have a bunch of fun without the doctors and uh… It would be a good time, so we’ve got one coming up this Friday and then I think it’s the first Friday pretty much of every single month.

So if you guys aren’t registered, get registered for one, uhm… and then we’ll go from there. But anything else you need, let me know and make sure that you guys are recording, sending in the recordings, make sure that we can hear the audio, uhm… It’s really hard to help if we can’t see the consultations and it’s really tough for you guys to auto-correct, If you can’t see yourself on camera. Really tough. Much, much easier when you actually see it, sound good?

Crystal: Thank you, Bart.

Bart: All right cool. All right guys go close somebody. Let me know if you need anything, okay? [crosstalk] Alright bye! bye!

Charles H.: [inaudible]

Crystal: Bye bye. Thank you, Bart.

Bart:: All right buh-bye.

Audience: Bye! thank you. Bye thank you. Bye thank you. Thank you. Thank you. [sighs] Bye, have a great day!

Bart: Buh-bye.

Audience member: Bye.

Bart: Bye.



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