How to Sell to Doctors w/ Dr. Corey Corpodian
Coria. Podían is the founder of unleash, success, or should I say dr. Cory. Capone Ian because he's also a working, orthodontist. And I've had several consulting, clients come on and ask me how, do you sell the doctors Alex, Hetty saw the doctors, what's the best way sell the medical profession, huh tell, me something, that's how they always talk to now sometimes I have a much higher voice you know it's like Alex. Can you tell me how to sell the doctors. No, and sometimes their voices are so low and I can barely understand, it you know it's like it's all in the sub you know like. So. Yeah you couldn't even hear that because it's it's down in the lower, register so, here's the webinar that we did with dr. collodion, and what. I wanted to focus on is how. To sell, to. Doctors. How do you actually get in to an office, and talk. To a doctor, specifically, a dentist and. One. Of the big takeaways from this was. Cold. Email is probably not the best way to do it if, you want to know the best way keep. Watching let's, jump into it thanks, for having me on guys and yeah, you. Know I cold, email really doesn't work well with. Me if you're trying to sell me something, and, definitely, have, a lot of experience, being sold to as an, orthodontist, for sure I find that you know one of the biggest things in in dentistry, is you got to know who your audience is just like any other kind of sales doctors, are really entrepreneurial, you know they're the businessman you know you tell them you're gonna be able to save them 20% you're gonna be able to help them get make more money they're, all yours but, there's a lot of other doctors out there that are more about what's the best care, for my patient, what's, the best value, I don't care that it costs an extra $10, for this burb for this crown, I want the best for my patient, so I think to start first before you even go in there you got to know who who you're approaching, you got to know what kind of person they are or get to know them I find that a lot of times people come in and they might have a pamphlet you know something that they they, show you and they're all excited about and then, they disappear, but, you gotta realize we get hit up every single, day by tons of different people via email mail. Via, in person, and I think the biggest thing is that these people tend to come into the office so. Every, couple weeks or every month hey I want, some of your time let me bring something to you and it's kinda that law of reciprocation, right so people, you know give you something you're like alright listen I really appreciate you doing that for me I'll give you 15 minutes of my time because you I realize doctors time is really valuable time. Equals money right I think it's interesting how the how that changes per industry too because I feel, like me and you met via cold email to be on your podcast right, so it's like you answer a cold email there and you're ignoring cold, emails that are pitching, you dental stuff oh yeah. Well it's, totally. By industry, you got to realize like most of the time people who come in to talk to me about something in my industry. They. Think that they know a lot and I had, that I had this happen last weekend, where this girl went to a class, a two-day course saw. Some cases, and thought that literally, this. Appliance. For orthodontics, was, God's gift to man and I'm, like oh yeah like you know what's the basic she's you've got to try it it'll change your life it'll change your practice so change everything about your everything, you make so much more money patients. Love it and I, ended up looking it up afterwards I didn't, understand the name she said I had seen it years ago and it's the same appliance, just, you, know with a new name and a slightly different design and she's, trying to tell me how. It's gonna change my life I'm like I've been doing this for 10 15 years I know what's going on and you saw a two day course so I think also like, we, get hit with just so much garbage there's. A lot of MLMs, there's a lot of cold, email court not even cool just marketing, courses that say go to doctors, oh yeah, well I mean doctors have money and everybody knows that right so everybody's like okay let me go to somebody who can afford to pay for this and I'll tell you right now there, are so many different types of doctors out there like I have a friend who has a multi-million, dollar practice, does, not spend, any money, on advertising and, then I've got other doctors who maybe, make you know five hundred to one hundred five, hundred thousand to a million dollars and they're.
Spending Three, to four thousand, dollars on pay-per-click ads and, I even know guys who spent twenty thousand, dollars a month just. On advertising. Just to get people into their door so. A huge range so. What have you seen because you're you're buying all this all this stuff that people are selling you know whether you're buying it from that's, salesperson, or whatever like you've got all the dental, guards and like I don't even know what what you're buying so. How, are these people finding. You or like how do you go about hiring, what. What's your what's your not your ideal sales process but what's been the most effective, process for selling to you so me particularly you know I think that there's you have to build a relationship and, for me I'm skeptical, of a lot of people I spent, years studying this, lots. Of time and effort understanding. Everything that's out there in the industry and so when people come to me with new products, or new ideas or new this or whatever I'm like you know what I don't I don't I'm skeptical, of it so you gotta build my trust for me the best thing is and I've got guys who do this all the time I'll. Tell you I use a clear, bracket we switch clear brackets in all of our offices from one company to a different company and, the. Guide come in six months in a row every, single month sometimes. He just stopped by hey I was just in the neighborhood wanted to say hi like I'm pretty sure he wasn't in the neighborhood he specifically, drove to my office right this is the kind of effort you got to make and you. Know he brought lunch one time he, offered to give us all C credit, so let me teach you about the brackets, I'll give you C credit. C. Continuing, education, so we, need 50 continuing, education, different for dental assistants but everybody in the field needs these courses, he's like listen if you give me an hour of your time I'll buy you lunch I'll, teach you about the brackets and I'll give you one credit for free like, value, value, value and. I'm. Okay sure so. He comes in I'm like hey listen like, this is probably the fifth. Six, month that he's been coming and talking to me about these brackets I was like all right I'm really glad you brought this up I've got my manager, here with me we're, gonna sit down and talk about it within two months we had switched over completely to brackets, and you're talking about these brackets probably. Run you, $200, a case you know so it's like - that's to them right we're paying them $200, for each set if I do one. Of those every couple days that's $200 and now I'm switching over all of my brackets to that bracket maker, because, he, put in the effort and, then I got other people though that come in they don't even do anything like that they come and they leave a card hey you know give us a call like, guys, I'm, so, busy I'll, forget, it if I even remember that I have it well it's interesting because most of the stuff by is I. Mean, it's stuff that a lot of different production, companies a lot of different, people can be making this so I it's. Interesting you're deciding based on relationships, right because it's not like someone's, gonna sell you a bad. Bridge, or like. Horrible. Well, so there's different quality. Right once you meet the quality standard, it's based on relationship, the doctors aren't gonna be like oh sorry we made a bad bridge it'll just tell you we need to remake, it but, they might do a bad job and in which case we've switched labs before like, hey guys we'll give you another chance maybe, even a third one but if you don't step, up to, this quality of standard sorry, we're gonna switch gears. Yeah, so what, about something that's what about something that's less dependent. On the quality so for instance like marketing services, or pay-per-click or anything like that well. I mean it's so quality, it's not it's, like what are my results and, you, know some marketing services like SEO the, guys will come in you wanna do SEO and I, love the way you said SEO the way I say the same thing to my consulting clients like call, yourself anything except SEO please, yeah, well and then they also tell you it will take six months and like I know that I've done some research into it so like how can you show me that I'm gonna get good results, so it's something like pay-per-click if you, can show me that you've done it for other clients or you.
Want To give me a free trial, or something where it's like hey listen I'll show you how well I can do this for you when, you start getting patients, then we'll start charging every monthly so what I'm hearing then is the ideal sale cycle would be you. Keep coming to the office over and over again your pitch in the marketing sir who you you're walking into the office maybe with a sandwich who are you talking to to sell your free trial of pay-per-click. - dude, that is a great, question, because you. You got to realize the doctors probably the second. Most no. The third or the fourth, person, that you're gonna interact with before. Like as you're walking through the door first person, front desk right, and some. Front desk people not. The most happy. People in the world you think they would be but they're also like the guard dog you know they're like oh I see you coming them out of the way with that you know the donuts and everything doctor, doesn't have time I'll, literally have the front desk be like just just tell them I'm busy and like I won't come out for 15 minutes as of lately, but. You know we're, so busy, can't give everybody time unfortunately but, sometimes people like they don't do it the right way so you got to make sure you you, sweet-talked the front desk person receptionist. You might then go to the assistant. Or office manager, kind of depending on who's available and if you get to the office manager that's a good jump because the assistant, you know they might not have everything but they're kind, of like hey what's going on let me see if I can help because the assistants, will talk to the doctor a lot you know they're like oh I heard about this you know can we try this they're there the person who helps the doctor funnel. Everything, well what have you seen so let's do it step by step then what have you seen to get past that initial first the, front, desk to the assistant, jump seems like a pretty big one well. It is it's just about you know you got to have a smile. On your face you, got to be happy offer something, of value and I think that you know sometimes. People brush off the first person because, they're seemingly, unimportant and you. Don't realize by doing that that, it creates this negative, air about it and they'll screw, you before you even get in the door really so. I think just being friendly hi how are you doing today listen, I'm just I'm, here with this company I'm just trying to get a moment of the doctor's time I'd, love to be able to talk to about this is now a good time if now is not a good time is there another time that I could come back and if, you're just nice to them you, know honestly, I think compliments. Work out really well not like in genuine compliments. Like oh my god I love your eyes like. That's you know it's not gonna work out too well but if you're like you know wow like this office is so great you know I love the organization of, the front desk and this is you know really good this is such a beautiful area do you do this and you know they'll take it as a compliment to. See it complement cuz your talk you're not talking about their eyes like you just said you're like alright what does the assistant, do here they're probably cleaning they're probably organizing, stuff and you're talking about that specific, thing that they do of course they're gonna find value than that exactly.
And So just by saying simple things like that which I guys, say it's simple but people don't do it and they get denied, right, away they, come in like oh I've got to talk to the doctor like okay well who are you first of all let's, slow down and realize, that once you get past that front desk that's a big step and then you might go to the office manager or the assistant, you know one of these one of the to just kind of who's available sometimes. And. It might be the office manager, and then the office manager that, they're well aware of what's going on financially within the office a lot of times they're well aware of decisions, and products that we use and so you got to make sure that you're kind of doing the same thing you're super friendly and that's, where you want to be able to add value like listen I you know I brought these cookies, with for you guys and you know it happen but I'd like to come back maybe, sit. Down with you guys for, 30. Minutes you know I could bring you lunch if you guys want if you have that time we, so you know you can learn and like that one guy did he offered to give us a continuing, education course for, free so, that was like win-win-win, dude. All right so how much of the how. Much of the bribing, is food a lot. It's a lot of food but, pretty. Much everybody brings food cuz, everybody, loves food you know it's like make people happy that's cookies, you. Know I wouldn't. Say like a gift basket it's always food it's always something cookies, donuts lunch but, it's just like hey I'm here and it gives people a reason to come by and. I've seen other people just leave cards you, know oh here's, a stack of my cards in case you want to refer us to you, know this oral surgeon or and adonis-like. Okay I don't remember that but I remember the guy who brings. Frickin doughnuts every Wednesday. On the first month of the month for, three months oh there's.
Joe What's up Joe how's it going like you, know what I mean yeah. By, the way guys this is why I don't recommend selling, to doctors, that sounds like so much work. So. It is a lot of work but I think the reason that people go after doctors a lot is because of the amount of money that we have spent like a lifetime, patient, for general dentistry. You know maybe 3,000, even 15,000. Dollars over the course of their life so if you were able to get that person in and say. I pay you you. Know, $100. Per patient that you're able to bring me roughly then now it's 3,000 of 15,000, for orthodontics. Our average. Case is 4500, to 5500 for, braces, sometimes in biz lines more expensive, five six thousand dollars and so, if you're saying hey listen I'll be able to bring you know one patient, in for you every single day up to me to close but, I'll be able to get one extra, patient in for you to see every day and you. Know the, cost for them to come in is 20, bucks 30 bucks well, you can see where my profit margins that can see that I that's bringing, me value I again. Though I on. The money because it's all marketing, and how much money you have to spend and how much money you earn but, I think a big thing too is that not every doctor thinks that way I know that like how do we understand, the finances, the scale, what's the metrics they want to know the numbers, of success but not always the financial, success sometimes it's about bringing better value as well what, have you found the best way to find that out so are there any questions you should be asking are, there any clues like when you're coming into an office, how do you know what to pitch the the doctor is it gonna be you know new revenue is it number of patients, like how do you know what to do there so if, you're talking about marketing. And you're. Doing a pay-per-click ad, spend, you. Might come into a doctor's office and, say. You get past you're finally talking to the doctor and the office manager, and like listen guys you, know I believe, that I can do this for you would you find that a value, if I could bring in more patients for you to help like, would. You want more patients, you, know and when you ask if they want more patients, like it's like yeah like I'm just trying to grow my practice, I'm trying to grow in the business I'm trying to help more people it's, like do you want to help more people or you. Know do you want to make more money kind, of asking this really. In our business, that's the same thing in my mind I think that the more people you help the more money you make kind of similar a lot of businesses but one of the big things is you can ask that question, both, those ways and then, depending, on which one they jump on you know do you want to help more people yes, that's exactly what I do the mission of our practice, is to help, every single person in our community I want everybody in our community know who we are okay great, we can help you do that and then focus more on the value add and the, fact that they're helping people and if, you ask the next question and say you know what what would you think if I could tell you that we could bring in you, know twenty, thousand dollars more revenue, for, you every single month would that be something interesting oh my god yeah we've been struggling in revenue if they latch, on to the, financial.
Aspect, Then go down that path you, know you talk to me I'll, tell you right away listen I okay, I'm sure your product works right, we'll figure that out assume, the product works being away what. Are the numbers that's what I'll say, to people you know I'm a financial guy I'm, like what are the numbers how much does it cost how, many patients am I gonna do how many patients are you gonna get, here what's, the ratio like. I'm always focused on that because when, it comes to the business side I put my business brain on and that's, my, switch not every doctors like that sometimes they're still focused on what's the value to the patient can, I can I help people, so. I think if you ask those two questions you'll, kind of get a hint, all right that's awesome. Some, other people have questions too Flynn SPARC media said and, actually had this question - is it worth cold-calling first to schedule a meeting or talk to the assistant like, basically, I guess the question is can you do anything besides just walk into these doctors offices, can, you cold call first and then show up with food once you find out they're into that like what, have you found there absolutely. Can cold call, and. I think that there's a lot of power and that I just, think, you're gonna you're gonna hit the receptionist, who's first gonna be like okay you're not a patient they, might say hey you know we've got time, this. Morning or we've got time this afternoon they might give you a better window for an idea when you can visit, I don't say that you can't cold call but don't expect to get the doctor on the phone when you cold call that's. Interesting so I used to do this when I was selling to restaurants like, the very first company started I would call them and I would ask hey. First, I'd look up the owner's name and I'd be like hey is is Mike in today and then they'd say yeah he's in at 1:00 and then I'd come in after 1:00 like, that's the only way I use cold calls I wasn't using it to book meetings or anything something, exactly yeah, all. Right I'm gonna ask this question exactly as he asked it because I wanna get your read on the question - Mario, McCann says what's the value ladder of services, in your practice the value, ladder, of services. From. My, from like what I sell or like, from which perspective, Mario, you see how confused, he is man this, is what you're doing to your clients I think. The question is like how what, do you what, do you kind of value I guess like I I'm gonna skip that question I. Think. What you mentioned though really quickly is what. Kind of questions he's asking us if he's asking the doctor that or as a like, what's the value ladder they're gonna they're gonna look at you like that like wait what do you mean yeah, you know so I wanted to ask you the question like that in communications.
So, Important, we're talking about understanding. What the doctor values for money, or time or, patient. Value does it make my patient services better and so, communicating. That it's really important, that's interesting, all right Larry Henson, seems to be going really in-depth what's, the percentage of patients that are cashed versus, insurance, when it comes to adenosine, it really depends on the area I've got some areas where you, know we're 90 percent insurance and then I've got some. Of the like just more affluent areas that might, be 30, to 40 percent cash pay but. Everybody's, got insurance and so with. Orthodontics, specifically. Yeah, so it sounds like it depends a lot on the doctor's office. Location. Right like which area are you in so if you're in a really high socioeconomic area, you're, probably gonna have more cash patients, because they, have the cash and, insurance. Doesn't always cover the nice veneers, that you want right like, they don't cover the, $20,000. Worth of work that you want to do so they have to pay cash so, when. You're marketing you should know that as well like if you go into a kind of a lower socioeconomic area, you're gonna end up running into people who you know there are heavy HMO, plans maybe, even medical we take medical and some of the offices that I worked at which, is a government based. Insurance and I. Mean there's a lot of reasons we take it one because even if they don't qualify for it they'll end up paying cash so, or they finance it, Castaing. Um, I have. Two people here asking Carlos Garcia and Mario McCann again they're, both asking about retainers, so are all the marketing services that you buy are, they like pay per lead get one client you pay him 20 bucks or are you paying retainers for anyone have, you seen that work, like what what sort of retainers, have you found that dentists are willing to pay for marketing, services that's. So funny I think you're talking about orthodontic, retainers, for a second there and I was like that's. A really specific question. Hold. Your straight so basically. Yeah. When, it comes to it's, usually like. You might pay a monthly spend we, might say all right we're gonna spend $1,000, a month towards this service and. You spend $1,000, a month they do their thing on the on the back end for paper clicks so. It's, it's, kind of like I'm just a monthly fee most, dentists are fine paying a monthly retainer. So. Yeah if you're bringing in the value for sure I think one of the things I would say is that you can't really pay per patient that's technically, illegal, it's called fee splitting so. Like, you can't be like I'm gonna give you $100, and you give me this one patient that's illegal but if I'm paying you for a service which, is marketing, my my practice, and I, pay you $1,000 a month to. Do that then and that ends, up getting me patients in it's just not per patient can't do that go then what I would do Mario, to answer your question is price, based. On the value you deliver so figure out what a what a dentist makes from a patient figure out how many patients you can bring them on average and then try to figure out your pricing in there I, usually do a 10 X type of thing so if you make them a thousand, dollars charge of one hundred dollars sort, of thing.
David. Lux how would you approach selling web design for dentists would you lead with it or use it more as a proxy profit, maximizer, once they heard your client. What's, his other service that he's gonna be using, for as their client what's the sumus marketing services yeah. Yeah I mean we all know the power of having a great website especially. Mobile we, also know that some, dentists. And. They're just not tech savvy so. Depending on what, you're going for like I guess I got like I said though you got to know your dentist one, of my friends multi-million, dollar practice, no. Marketing, websites. Super, simple. Basically. Leads to a phone number get, the patient in on the phone I think, that having a good mobile-friendly. Website can, only enhance it as, well as if you're also doing the SEO if you're doing pay-per-click and they're going to this website you want to make sure it's super easy to find I think that you, look at what the dentists what they have what's, their website look like right now if it looks like crap it's 10 years old it's running off of like Microsoft, 97, whatever right like it looks like then change. It and, help bring them more value also, I would have really focus on mobile because, mobile, is where, everybody's, on you know every was on mobile these days yeah. And I so. I was I was kicking around this idea a little while ago which was the, people with shitty websites at this point 2018, they. Know the value and they just don't want to change but I think that might be wrong they might just be very hard to reach nobody's. Putting the time to actually find these dentists and it might not actually matter, you know a lot of these dentists practices, grow word-of-mouth. And, that's like, the biggest growth, factor, for the ones that aren't heavily, in marketing, and don't have the revamped websites, they, might not care because they're like my practice, still growing I've still got patients, coming in new patients, come in because, they do such a great job and they're so friendly the community knows about them and more to mouth grows it. But. Then you can say like hey this is how we can maximize, it so when other, people cuz like let's take a look at things like Yelp. You, know that, that one, platform, is huge for ratings, and reviews you got Google reviews as well but. These, things every time you type in the doctor's name you'll see like what their rating is or the office or you type in dentist, right now you'll see all the top dentists around you so, I might, not say necessarily you want to have a good. Website but. Focus on those reviews because that's what it's gonna get people right, at the top to be like oh this, guy is better this guy's got 4.9 stars this guy's got 4.2, those, directories, and I guess that's true for all local business because. I'm not even seeing I was, thinking ZocDoc at first but you don't even see ZocDoc when you search google for anything, like that so, it really is just Yelp it's it's Google. Places that sort of thing yeah. Very. Cool. Awesome. Guys any other questions you have wait. A second sure. In the meantime I think that like you want to focus. On a couple things as you're going to to. Pitch a doctor, is, first you want to know who, the doctor is first. And foremost like, what drives them and and, ask questions we ask questions about finances, we ask questions about whether their value driven and and remember like, you gotta be, super friendly as you go through the process so, you can get to the doctor but know who you are and then, of course you got to know your product right if you're sitting there and you're saying like oh I'm gonna be able to bring you all these people into the practice before click like, some of the numbers if you haven't, got any of that stuff already then, offer to do a free trial right but listen I won't charge you for the first month and I'll just show you the results and then, the third thing is you. Know also know when they're ready to buy I think I think a lot of people keep on talking, and instead. Of like what I'm like yeah. You know what let's do that I want that product I let's, go like read is on my website done deal no one to shut up and just close, the deal kind of thing some people like, I get I get sales people in a lot where, they just keep talking and you're like and, you.
Know What I know the more you talk the less, I'm interested, actually I'm not sure like oh now that you say that I don't know if that's really gonna work for me so just kind of knowing when to stop - awesome. All, right. Cory. Where do you want people to go after watching this, video. Webinar. Recording you know honestly it's, just odd, casts, we're on iTunes Spotify and. Revamping. The YouTube channel to be able to release a bunch of episodes there unleash. Success, calm, or you can reach, me at reach out to me on instagram at Cory Corps podium awesome I, say, I think the best first episode for them to listen to is the one with me if I if that's out I don't know if that's right yeah it's, such a good tactic, to think about like doctors, and cuz you're we, focus so hard on cold emailing, and sales and, to. Kind of be able to say like alright this is a different approach now you've got your you've got different weapons in your tool belt that's. That's all it is just gathering, info gathering, is my absolute thanks. For watching the video I'll put links down below to Corey's, podcast, and least success he, does video interviews, on YouTube. And he also has a podcast it's a lot of entrepreneurs a lot of really big names and I was on the show a few months ago I do not know if that episode is out if it is we'll link down below thanks. For watching the video subscribe, if you haven't already like it if you haven't liked it leave a comment down below do, you have any other niches that, you are wondering about for instance this was selling to doctors, and dentists maybe, you want to sell to architects. Throw. That out there randomly let me know down in the comments thanks I'm Alex Berman and, thank you for watching.