I hear all the time from orthodontists how “our clientele is high end and we can’t do ‘sales’ because that demographic won’t tolerate it.” Of course this is just another way of defending the status quo and saying “it’s different here” like I haven’t heard that a million times…

The truth is that people are people and that we are all in sales, all the time. Period. To believe otherwise is folly. To say so, especially in front of team members, can be disastrous. I bring this up again because today Bridget and I visited BVLGARI in Las Vegas and had an interesting sales experience. We were engaged immediately upon entering the store and given every opportunity and encouragement to buy. Bridget found something she liked and we committed to make a purchase but the sales pitch didn’t end there.

“Can I show you something else that you might like?”

“What do you think about this? No? Would you like to see it in yellow gold?”

“Before I run your card is there anything else you’d like to add?”

“I’ll just need you contact info so I can send you exclusive offers now and again.”

“Bridget, before you leave would you like to give Ben a few ideas for your birthday and Christmas?”

“Here’s my card and contact info, if I can do anything for you all you have to do is call.”

And these are just the pitches I can remember! The point being that it was done very well and neither Bridget nor I felt pressured in any way. To the contrary, we felt like we were receiving excellent service. No matter how exclusive you think your clientele is, I’d be willing to bet that your average customer is not equivalent to the average customer at BVLGARI and unlike orthodontists BVLGARI is not at all shy to sell their products – they are proud of what they do and believe that customers should be encouraged to enhance their lives with a purchase.

Stop holding yourself and your team back by adhering the nonsensical belief that selling is bad. Customers come to you to improve their smile and you should help them get what they want. The process of enabling this mutually beneficial transaction IS SALES! To think otherwise is to handicap yourself, your team and your practice. Not sure how to go about it? Here are a few examples:

Ask and You Shall Receive, Part I

Ask and You Shall Receive, Part II

Ask and You Shall Receive, Part III


One thought on “Sales Is NOT a Four-Letter Word

  1. This is right on point. If you truly believe in what ‘you offer, to wit a lifetime esthetic and functional benefit, then anything ANYTHING you can do to convince, pursuade, yes, sell your expertise is your responsibility. But first you must believe and surround yourself with a team that believes. If you preempt your patients’ trip to Disney World, so be it.

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