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• What I’ve Learned

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What I Learned:

Sales Training 101 teaches us that there are only three types of purchasers:

1. Active (A)

2. Passive (P)

3. Status Quo (SQ)

An active purchaser already gets there’s a problem.

A passive purchaser recognizes a problem exists, but it's not urgent on their priority list.

A status quo purchaser is fine as is. They are unaware, don’t care, or don’t want to think about an offering.

So, which one is the most important to invest in for increasing sales in orthodontic practices?

Careful.

The answer isn’t what you think.

Consultant Landy Chase called them The Stretchers.

Orthodontic treatment is a stretch—either in cost, availability, time, or priority.

But that’s where the growth is.

It’s about motivating those considering change to actually change.

Think the mother of the teenage girl in treatment. The father. The grandparents. It’s the adult in the waiting room. Practices are 1 to 2 degrees separated from the massive pool of passive buyers in orthodontics; many aren’t aware of it—nor do they train their team to look for it.

This week, take heart to the idea that significant practice growth will only go to those actively seeking passive buyers.

It’s the TC who asks mom if she’s still wearing her retainer.

It’s the waiting room sign that offers parents a 50% discount if they also start with their child.

It’s the social media picture that highlights working adults.

It’s the assistant offering Dad a complimentary scan while visiting.

There are TCs who go way above and beyond reaching for passive buyers. Celebrate those differently.

Landy’s Pearl: It’s not about celebrating those who were already going to say yes that said yes…but rather celebrating those remotely considering a yes to say yes.

“All of your starts are not created equal.”