1. I Object!
Acknowledging and Overcoming Objections
Guiding Patients
To Want The Treatment They Need
Presented by Wayne D. Pernell, Ph.D.

2. Always start with…
Listening
Where To Start

3. What does that mean?
- they don’t feel heard
- they don’t understand the treatment
- they don’t value the treatment
- they don’t feel in control
They’ve Said “Yes”
Now They’re Saying “NO”

4. Acknowledge feelings with
ACTIVE LISTENING
So, if that’s what they’re FEELING
What do you do about it?

5. The formula:
Lead In
+ Emotion
+ Content
+ Pause
Step Zero – Active Listening

6. I could understand how you might feel that way
Many of our patients in the same situation have felt
similarly
What they found was that by reserving an appointment
and following through with treatment, they (overcame
their objection = saved money in the long run, got out
of pain, were able to enjoy their holidays, etc.)
Feel, Felt, Found

7. Simply…
That’s exactly why
(you need to reserve an appointment for this
treatment now – by doing so, you’ll save
money/time/pain in the long run)
Quick Return

8. Take a statement they’ve made and formulate it as a
question that you can then answer –
“It sounds like you’re asking a really important question.
You’re wondering how you can follow through with this
clinically essential treatment and still be able to have it fit
into your budget.”
Statement Into Question

9. Your tonality is going to matter a lot here. Remember
to get low and soft as you express both concern and
curiosity. If you can’t be concerned and curious, don’t
use this or it’ll sound condescending.
If there were a way that this could fit into your budget,
would you otherwise feel comfortable going ahead with
this clinically essential treatment?
Negotiation

10. Used to break through a smokescreen and to see if you
can truly help them to present their case at home:
What do you think your spouse needs to know in order
for you to feel comfortable in scheduling this clinically
essential treatment?
Remember, you will give them an intraoral picture to
take with them to validate their presentation at home
Cards On The Table (part one)

11. You can “blame” yourself and then use an open ended
question –
I must have missed something as we were discussing your
treatment. You seemed to have been on board and now,
not so much. What did I miss about your feelings
regarding this clinically essential treatment?
Cards On The Table (part two)

12. This is tricky – the point here is that it’s better to get a person
out of the maybe zone and into a smaller agreement with a
“yes” of any kind, then to have them say, “well… maybe.”
So I’ll take that as a “no” for now.
Scheduling for this clinically essential crown on your lower left
side seems difficult right now; so that your overall oral health
doesn’t deteriorate further, may we reserve your next appoint
for the clinically essential scaling and root-planing?
No For Now

13. Watch your tone on this one, too!
“I know we’ve talked about a lot of things and you may be confused
about which way to go. I also know that you’re here because you
want the best care possible. Let me just ask you how you’re feeling
about the treatment plan. On a scale of zero to ten, where do you
think you are in terms of confidently reserving a time in the schedule
for the treatment you need?”
WAIT FOR ANSWER
“OK, so what do you think it would take to make you comfortable
enough to move from where you are now to that 10 place? How can I
help you?”
Zero To Ten

14. Active Listen
Feel, Felt, Found
Quick Return
Statement Into Question
Negotiation
Cards On The Table
No For Now
Recap -

15. Thanks for joining me!
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Find me at www.Facebook.com/WaynePernell
What Questions Do You Have?