Dare We Talk of Money?
The question of how we talk of money on the phone has been around for years. How do you approach it?
Do we take an absolute stance to never talk about cost on the phones? Should we claim ignorance? What about quoting a range? And how about speaking of payment arrangements?
Setting the Scene
When a potential customer calls asking for a quote or cost range for treatment we immediately feel perspiration beading up on our foreheads. The verbal tap dance begins and many feign ignorance of what anything could cost.
More likely than not the majority of callers have a general idea of cost. They have Googled it, asked around, or have already had a quote provided.
So then…what’s the big deal with the question and this talk of money? What is the question behind the question? That is what we should be asking ourselves and addressing.
Invariably this is a way to ask if you are affordable. Don’t miss this! By not addressing the actual question you risk the provided opportunity to demystify how you can work with them making your services possible in light of their monthly budget. You have not removed a critical barrier to entry for them.
Let’s discuss the various strategies that get used when the talk of money and cost invades the initial call.
While “free ranging” is a good idea when shopping for eggs and meats, it is not a wise option to the cost question on the first phone call.
When I hear a free-ranging reply it is always with cost ranges way to broad as to CYA. It tends to sound like: “Well…it can be anywhere from $2000 to $8000 for braces.”
Oh my! In an effort to cover any option possible the free-ranging team member has done a great job of scaring away those who don’t have a lot of funds set aside. Conversely, the deal maker will be upset with a final quote anywhere above the low-ball $2000.
Don’t put yourself in this spot.
Oh, the affliction of amnesia…how sad it is…especially when it is not genuine. Unfortunately, this is the way our front desk teams are taught to act out. But this does not evoke trust.
The tap dance of acting as if you do not know the typical costs for treatment come across as just that…acting. The caller knows you know and to pretend otherwise does not foster trust inn the relationship.
One form of this is palatable. It is when you do not dodge the question but rather inform the caller: “There are various factors that impact the cost of treatment and during your free consultation the doctor reviews your case we will provide you all the information about any recommended treatment. Let’s go ahead and get you scheduled for your complimentary exam.”
Ah, this is what we want. We want someone to see beyond the verbal question and validate the unspoken question…the issue of affordability.
In this instance, we still mention there are various factors impacting the total investment of treatment, but also add, “what I can tell you is that we are very successful in working with so many families to get down payments as low as $xxx and monthlies as low as $xxx. Would that work for you?”
Then guide the caller to make the appointment.
Do not let the talk of money cause anxiety. Also, remember we do not want to be quoting fee ranges or pretending we have no idea what our offices charges. Neither approach addresses the real concern of the caller, which is affordability.
Answer the unspoken affordability question. Discuss what dollar amounts will be used by the team. Then you can let the inquisitive caller know you have been very successful working with many families to get down payments as low as $xxx and monthlies as low as $xxx. The other details will be covered in the complimentary exam so go ahead an get them scheduled to come on in.