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The McAnally Selling System by Big Case Marketing
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Dental Practice Bonus Systems for Big Case and Trust Based Practices

There are a lot of dental bonus systems floating around and I’ve seen most of them.  Quite a few will work for a year or two but then MOST fall by the wayside because they are too easily gamed by the participants.

I’ve only seen two variations on dental practice bonus systems that work for the long-term (decades) and we’ve adapted and refined both of these dental bonus systems for our members over the past 10 years.

Here are the essential keys to understand about dental bonus systems in general:

Key #1: The very best dental bonus systems are at their absolute best when staff size is small. Why?  Because there is simply more $ per individual to be bonuses.  Let’s also face it, those $ are what are motivating these small expert staffs to outperform other practices. 

If you don’t have a small staff, don’t worry, there is still one dental practice bonus system that makes sense.  In fact, if you have a large staff (which in dentistry is anything after 3 employees), there is literally only one dental bonus system that will make sense.  We provide that system to member doctors in our programs.
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Great Dental Team are Made of This – What Google Says.
Our member dentists successfully use Google to build their practices on many levels.
Many are amassing large stockpiles of Google reviews using this technology that makes getting hundreds of reviews annually as easy as seating a patient in an operatory. 
Dentists who are trusted the most tend to have the most reviews.  Why?  Because reviews are one of the measurement of trust by many consumers when they do their “homework” on services and products they are considering purchasing.  
Others are making sure their websites focusing on niche services are “Google optimized” so that the site is likely to show up in relevant searches in their locations.  If you’ve purchased a cookie-cutter template from any of the big companies service dentistry you are at a disadvantage now since Google’s algorithm hates those sites.  A topic for another day!
And lastly, some are doing all of the above PLUS buying advertising via PPC search based ads for niches like AO4.  PPC ads is how Google makes most of its profit.
A commonality among our members is they all either have great teams or are in the process of always building a better team since they realize the importance of a great dental team with their success at helping more patients.
Now beyond reviews, search, and ads, Google does a lot of stuff.  In fact, it is a very a busy company and devotes significant money to all kinds of projects unrelated to its advertising revenue stream.
Recently, Google released a review of what is required to create great teams which has direct implications to every team in the world AND of course that includes dental teams in every dental practice.
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In this dental practice advice series lets talk about how critical it is to review how you go about how you present your cases with a check-list and how you have an advantage over other dentists who have not learned how to use them.

Would you personally try to fly a plane (or land it!) without flight lessons?

What about a multi-engine plane with your entire family on board? What about a Gulfstream jet?

Here's another one.....Would you go flying as a passenger with someone in any of the above planes if they never had a single lesson?
Most of you will say "NO!!"  That's crazy. Yet, you probably do the equivalent of this on a daily basis when it comes to in-person (face to face) sales process with your patients and your staff is probably doing it right now in the front every time the phone rings with a potential new patient call.  This is the equivalent of believing that you can be very successful at a very complex process with zero training.  Is it any surprise that most dentists and their teams crash and burn when the case sizes goes above a certain amount?  Why? Well.....because they all skipped the lessons!!  Now...back to our flying analogy.......
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I’m one of the few consultants that has spent 20 years treating patients first hand.  I still go to clinical dental meetings.  I still keep up with new dental science and in particular I keep up with the science of implants.
Recently, I attended the ICOI’s winter symposium in Doral, Florida.  Two of the best presentations at the meeting were Dr. Craig Misch’s update on success rates and morbidity of various types of bone grafts and Dr. Lesley David’s presentation on the edentulous maxilla.  I returned with a specific clinical recommendation for every member in the All-on-4 Program courtesy of Dr. David.  
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Believability and Kvetching in Boca Raton          
After years of observing and listening to specific situations in practices throughout the world, I can tell you there aren’t a lot of new surprises in what I hear.  Being more than a decade into what I call my third career (full time consultant), I can tell you that these stories are repeated over and over.
Recently, I had a conference call with two docs in an area of Florida with a lot of retirees.  One of them (a GP) was gung-ho on restoring a lot of All-on-4 cases.  The other (a periodontist) was simply on the call to kvetch about why things are different where they are and why any particular plan of action was bound to fail…blah blah blah.....a repeated story.  Actually, they both were feeding off the kvetch of the other.  Eventually they pointed their kvetch toward me and I gradually pulled myself out of the discussion and ended the call.  These are not the types of docs I am willing to spend my time working with or for.  The odds are a non-kvetching doc will appear in the same market in the near future so I’m happy to wait.
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There are a lot of very good consulting programs and dental consultants and gurus out there.

Scheduling Institute, Blatchford, Pride, Miles, Jameson, etc.

Some are quiet behind the scenes types that you have to decrypt a special code to track down, some scream at you from a big stage using subliminal selling methods on you leaving you wondering how it is your credit card got out of your wallet or what the heck you bought, others come up through the real world ranks of being at chair side and having handled patients, staff, and managed practices personally.

Each of them has their own area of expertise.

Part of the big “reveal” for clinicians who are constantly growing themselves and their practices is realizing particular limitations of consulting.  They especially embrace the reality that no one person can know everything.  It is a world of specialization.
When one fully embraces the reality of “you don’t know what you don’t know,” solutions to problems that seemed intractable oft appear.

What is it you do best here? Well, I’m glad you asked.

Inside our walls it is:
*Marketing Advice for Advanced Clinical Niche Services and those with the training to perform such services.  A big focus on implants and All-on-4.
*Ethical and honest sales training (both for phone sales and in person steps with patients).  No pressure, no bait and switch tactics ever.
*Dental-Trust Program for creation of Trust to reduce stress and dependence on advertising.
I'd love to have a personal talk with how to help you serve more patients in the manner you would like.
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All kinds of things cross yours and my inbox.  I love Dental-Town and Howard as they are always pitching something through my email box that’s interesting and of  benefit to a percentage of the profession.
There are some amazing innovative techniques out there such as the Pin-hole procedure, All-on-4/6, Cerec, Fast Ortho techniques, etc. AND there are also 3 important questions you should always ask  yourself  before adding on more CE that comes with expensive armamentarium and complex protocols.
#1 -  “Do I have an abundant supply of existing patients sitting in my practice today for which Procedure X solves Problem Y and these patients are anxiously awaiting me as their doctor in shining armor to announce and deliver this solution to them?”

#2 – If your answer is no to #1, then ask, “Do I know how I’m going to get Procedure X that Solves Problem Y in front of enough of the public in ways that matter to THEM and NOT ME so this training makes sense?”
#3 – “If Procedure X routinely now means that treatment plans involving Procedure X are now averaging more than $5,000 do I have a REAL sales process that deals with the financial reality of this for the majority of the patients either in my practice now or that will arrive via my advertising/promotion?”
It’s very easy to get caught up in excitement that brings with it what I call the “Run Forrest Run” syndrome, where all kinds of  balls are set in motion that may or may not bring you satisfaction, joy, income, etc.  So, please ask yourself these questions first!
Now, If you’re well equipped with any of these niche procedures and are a bit perplexed at how you get interest from the public and then sell them ethically and effectively without dumb discounting, the #1 training program giving you and your team REAL SALES PROCESS is at your disposal.
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I’m often asked “how many phone calls can I expect if we’re doing the right kind of marketing and spending the right amount of money each month for my all-on-4 cases after my all-on-4 training?”
One thing to understand about “deep disability” marketing (which is what All-on-4/6/8 etc. is all about) is that when you provide a solution that answers deep dental disabilities, you will get a wide range of phone calls involving almost every clinical discipline. It’s not just implants but it’s perio, general restorative, fixed prosthetics on natural teeth, ortho, tmd, apnea, etc. Deep disability marketing is discussed at length here.
One way to answer the “how many calls” question is to ask how many calls do you now receive from your All-on-4 advertising (or referral) efforts for potential All-on-4 cases. If you’ve been advertising for these cases for at least 2-4 months and you are NOT getting at least 70 inbound phone calls for major dentistry and All-on-4 cases each month something is amiss. Either it’s the wrong ads, wrong ad medium, or inadequate budget.
In every local market, there’s a certain minimum budget for All-on-4 cases that if you can’t meet that target as part of a realistic discussion about your situation, I’m going to be the first to tell you to wait until you can. As of this month, that minimum ranges from a low of 1800 to a high of 5000 per month to generate enough calls so this is worth your time and energy.
Blog - The McAnally Selling System™
Blog - The McAnally Selling System™
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I’ve gone into the long list of reasons why the public wants this procedure. So, what are the marketing costs for all-on-4-cases to see 50-100 of these cases annually?

Well, before we get into actually dollar amounts and ranges, there are four big picture concepts to understand.

#1 – The first thing to realize is that with marketing/advertising ANY niche procedure there is a certain minimal budget required to “break the glass.”  Breaking the glass refers to getting in front of enough patients for your message to matter.
Anything below the minimum budget means it’s likely you will have a wasted effort with not enough phone calls arriving to create returns worthy of keeping your advertising going.
I personally found #1 this to be true for many years before I began figuring out what worked for marketing niche procedures.  The same issue continues to keep most clinicians who “tip-toe” into AO4 niche case marketing on the wrong side of the “fun line” when it comes to who gets to do most of the cases.
In any given market, there is a small group of doctors on the “fun” side of the line and a very big group on the “not fun” side.  Many of those on the “not fun” side got there because of not understanding the minimum budget required to be on the  “fun” side.
#2 – The second thing to realize is the following: there is ALWAYS and ONLY a few best messages about specific procedures that mean much to a lay-person and those messages can and do migrate with time (see the blog for that discussion on implants) and the novelty, unique patient benefit, or the depth of the problem that a particular approach solves versus other approaches also matters a LOT and the more novel, the bigger the benefit, the more loss prevented, the greater the problem solved, the more power we have to go the public and talk about it.

Not understanding this means that a lot of docs either waste time with messages that simply don’t resonate with the customer or they attempt to market procedures that they are passionate about but that the public simply doesn’t get all that fired up about.
#3 – The third thing is to realize that everything in #1 and #2 above has been previously seen by others and the problems and pitfalls have already been discovered and managed.
There is no new wheel to invent.  Repeat, there is no new wheel to invent. Yes, we change the bearings occasionally, but outside of that it’s utter foolishness to try to figure this out on your own.
Recently, a doc on the phone with me said he personally tried out online AO4 advertising and found his ads didn’t work and for some reason was surprised.  I said that while he could certainly learn how to do all of what was necessary to effectively use online ads and could arrive at the right answers.  He’s also in for at least a 5 year educational experience to catch up with the handful of marketers and consultants who’ve already “passed go” on the board multiple times while he’s now sitting on “Vine Street.”  (FYI – That’s the first property on the monopoly board).
Going on an adventure of discovery to figure out #1 and #2 wastes time, energy, and money.
Okay with all of that as a preface, let’s talk about some actual dollars.
Again, with online advertising, it is all local as in each market and in each consumer niche, everyone advertising is bidding for positions to get their ads in front of the consumer/patient.

Currently, the 2016 ranges we are seeing range from a low of $1800 per month to a high of $5000 per month to “break the glass” for AO4 marketing. 

The minimum advertising budget (paid directly to Big Brother Google not me) is designed to deliver roughly 70 phone calls in a month.
For those planning to go all the way and move up to the 50-100 case level, the minimum budget will need to continue to rise to support additional phone calls until case volume is reached.
The mix of offline and online advertising will very based on market area, local geographic factors, and local demographics.  (FYI – More factors that are part of #2 above).
Since I don’t want to frighten anyone I won’t mention the phone call volume that will eventually result from the advertising required to hit the 50-100 all-on-4 case mark.  I will only say that it can all be easily managed with good systems and technology.
Beyond the entry level minimum budget, you can also expect an management fee that includes advertising campaign management, website content management, website SEO, staff training, phone training, sales training, etc. that ranges from 0.5-2X of your monthly budget depending on what’s required to keep you on the “fun” side of the case line.
Again, as everything is local, the only way to know hard numbers for your location is to have an AO4 practice analysis.

Next time, we’ll go more into what matters in order to have an abundance of cases.  All niche advertising and ethical selling requires a basic understanding of math especially when we look at the system steps required to be successful.
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