Imagine it’s five minutes before you have a case presentation with a patient. Are you rushing down the hall to the consult room with your last patient still on your mind? Or even worse, are you wondering how you’ll handle the presentation while wishing it was over already? If so, you’re not alone.
Many dentists are far from calm, cool, collected, or even prepared when it comes to case presentations. The truth is, it doesn’t come naturally to most of them. The good news is that if you’re willing to learn, you can improve your close rate results by improving your case presentation techniques.
Develop a good relationship with the patient
The first thing you should always do even before launching into the clinical aspects of a case presentation is to develop a personal relationship with the patient. The best way to do this is to use a technique we here at Levin Group refer to as “The Golden 10.”
The Golden 10 is an interview technique of getting to know patients by learning 10 personal things about them. You should also share some personal things about yourself with them. Leaders who exchange personal information develop stronger relationships and better results. People simply feel that they know, like, and trust these people. Think of this as laying the foundation for a great relationship and a successful case presentation.
Be energized
Many doctors are coming from the treatment room before they head directly into a case presentation. Once they settle in, they may find themselves merely going through the motions. It stands to reason that if the doctor is unmotivated, a patient will be unmotivated as well. Bringing energy to each case presentation is a powerful way to demonstrate that you believe in what is being presented, and you’re excited about the benefits that the patient will receive.
One way to be energized before a case presentation is to develop a quick habit before walking into the consult room. This could be as simple as stopping for a moment, taking a deep breath, remembering who you are presenting to, and bringing your energy back up for that presentation. The more patients feel your energy, the more they will trust that what is being presented is in their best interest.
Encourage patient participation
Stop every 10 to 12 sentences and see if the patient is following you by asking the person a question. Most people hear less than 50% of what you say because half of the time they’re thinking about what they want to know and not what you’re actually telling them. By stopping periodically, you’ll give them the opportunity to catch up with what you’re saying and ask questions for clarification.
Even the best dentists may be lacking in case presentation skills. The good news is that anyone can improve. Consider using the techniques listed here to enhance your case presentation and increase your close rates.
ROGER P. LEVIN, DDS, is the CEO and founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars. To contact Dr. Levin, or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit levingroup.com or email [email protected].
