Pacific Coast Society of Orthodontists Bulletin Summer 2021 - 83

Practice Management
Staff Report
Working as a Team on the Five Stages
of Sales Success
Kayla Hoorelbeke
Watkinsville, GA
PCSO Bulletin Contributor
Although a large portion of the initial appointment
as well as the new patient administrative
work may fall on the treatment coordinator, it is
important to realize that an optimal new patient
process requires a full team effort. Beginning
from the moment a new patient reaches out to
schedule an exam through to when appliances
are placed or delivered and even beyond, there
are actually five distinct stages of the sales process
handled by a variety of team members, all of
whom play a role in the overall sales success of
your practice.
While the treatment coordinator may play the leading
role in the new patient process, the rest of your
team shouldn't just be working backstage. Many, if
not all, of the staff members in the practice need to
take turns on the stage to play important supporting
roles in the sales process along the way. Let's
take a look at how the cast of characters in your
practice can help enhance the overall sales success!
The best way to break this down is by examining
the five distinct stages of the sales process
that are relevant in any industry and how those
stages correlate to the orthodontic sales process.
Interestingly, there are also five stages of the
buying process that a consumer goes through
(Figure 1). Review the stages below and think
about the stages you may go through in your
own mind when making purchase decisions, be
it something small or a big-ticket item. It's important
to acknowledge the relationship in these
two processes in order to realize the importance
of emphasizing and perfecting each stage along
the way.
Stage 1: Discovery (a.k.a. Initial Phone Call)
This is your one chance to make a positive first
impression, yet it can also come when you least
expect it. The new patient, or parent, has two
goals: schedule an appointment and prepare for
the appointment. As a practice, you have quite
a lot to handle in this call, including building
some type of rapport, gathering personal data,
obtaining insurance information, scheduling their
appointment, and providing some information
about your practice and the appointment itself.
Figure 1. Five stages in buying and selling processes
Summer 2021 PCSO Bulletin
83

Pacific Coast Society of Orthodontists Bulletin Summer 2021

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