james, Author at The McAnally Selling System

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So far james has created 3065 blog entries.

When to Send a Patient Information Packet After a Call

james2026-06-16T00:00:00-04:00

Should I give patients an information packet if they call but don't book a consultation? Yes, and it might be the single most overlooked move in most practices. In the typical office someone calls, no appointment gets booked, the phone goes down, and that patient vanishes into the ether. That is the routine almost everywhere. You already paid to make that phone ring, usually through external marketing, so why let it end there? Put something physical in their hands. Patients who can't afford treatment now often can later, but if you give them nothing tangible they will not remember who you [...]

When to Send a Patient Information Packet After a Calljames2026-06-16T00:00:00-04:00

Why a Dental Brochure Won’t Sell a Big Implant Case

james2026-06-16T00:00:00-04:00

Why isn't a brochure enough to sell a big dental implant case? Because nobody spends $20,000 or $50,000 on the strength of a trifold. Look at what most practices hand out and it's a thin brochure with a little information, and then we expect the patient to commit to life-changing treatment off the back of it. It's not good enough, and frankly if you've taken serious advanced education you are better than that. The line I draw is simple. Where's the wow? A brochure has none. Nothing in it is big, nothing is outrageous, nothing feels substantial. A patient deciding on [...]

Why a Dental Brochure Won’t Sell a Big Implant Casejames2026-06-16T00:00:00-04:00

Managing Patient Types With an Automated Info Packet

james2026-06-16T00:00:00-04:00

How does a big information packet help me manage different types of patients? It does the sorting for you without you having to think about it. When you run real external marketing you get every type of patient calling, the ready buyer, the researcher, the one whose timing is years off. Trying to handle each type live, on every call, burns your team out and gets inconsistent. A well-built packet manages those patient types automatically. The serious one reads it and books. The researcher uses it to shorten their homework. The not-yet-ready one keeps it and remembers you when their circumstances [...]

Managing Patient Types With an Automated Info Packetjames2026-06-16T00:00:00-04:00

Collecting Prospect Information Before You Send Materials

james2026-06-16T00:00:00-04:00

Why should I collect a prospect's information before sending them materials? Because you give to get. You hand them something of real value, the packet, and in exchange they give you their details and more about what's actually happening in their mouth and their life. That trade is the whole point. Remember, in some way you already paid for that person to call you, whether through referral effort, rewarding existing patients, or straight external marketing. Once you have their information you own the chance to keep in touch for years. Postcards, practice newsletters, offline drip pieces, all of it depends on [...]

Collecting Prospect Information Before You Send Materialsjames2026-06-16T00:00:00-04:00

Reciprocity in Dentistry: Why a Free Packet Pays Off

james2026-06-16T00:00:00-04:00

Does a free information packet really trigger reciprocity with patients? It does, and you should not undervalue it. When you hand a patient a big, generous, genuinely useful packet at no cost, you set up a quiet obligation. They received something substantial from you for free, and people are wired to want to return the favor, even if only by giving you their honest attention and a fair shot at the consultation. That's reciprocity, and it's working in the background before you ever sit down with them. The trap is treating the packet as a cost center, a thing you grudgingly [...]

Reciprocity in Dentistry: Why a Free Packet Pays Offjames2026-06-16T00:00:00-04:00

Niche Service Margin: When a Big Packet Pays Off

james2026-06-16T00:00:00-04:00

Does an expensive information packet make sense for every dental service? No, and this is an important distinction people gloss over. The big, costly packet only works where the margin supports it. You don't ship a multi-page booklet and a testimonial DVD to someone calling about a single tooth or just looking for a regular dentist. The math doesn't work and it never will. These great lengths to systematize your selling apply to niche services with appropriate fees and appropriate margin, full-mouth implants, full-arch work, large cosmetic cases. There the lifetime value of one yes pays for hundreds of packets. So [...]

Niche Service Margin: When a Big Packet Pays Offjames2026-06-16T00:00:00-04:00

The Unique Reason Why Letter for Your Dental Packet

james2026-06-16T00:00:00-04:00

What is a unique reason why letter and what goes in it? It's the opening piece of your packet, and it's primarily a letter about your practice that positions what you do that's special and why you're different from everyone around you. Done right it answers the only question the patient is really asking, why you and not the other guy. Write it in loss-minimizing terms, framing what you do around what the patient stands to lose by not acting rather than dry features. Include biographical detail about you and your team so you read as a person, not a logo, [...]

The Unique Reason Why Letter for Your Dental Packetjames2026-06-16T00:00:00-04:00

Automated Qualifying: Should Pricing Go in Your Packet?

james2026-06-16T00:00:00-04:00

Should I include pricing and fee ranges in my information packet? It depends entirely on your situation, and the honest answer is sometimes yes and sometimes no. Putting fees, ranges, and treatment timelines in the packet is automated qualifying. It turns away patients before they ever meet you. If you have a huge, impressive packet and little local competition, go ahead and qualify hard, you can afford to thin the herd. But if your packet is thin or your market is fierce with competitors doing some of this better than you, leave the pricing out. Why? Because a big part of [...]

Automated Qualifying: Should Pricing Go in Your Packet?james2026-06-16T00:00:00-04:00

Presenting Dental Technology Patients Actually Value

james2026-06-16T00:00:00-04:00

How do I present my technology so patients actually care about it? Stop describing the machine and start describing what the patient loses without it. Technology by itself is neutral. A scanner is just a scanner to someone who doesn't know what it does for them. Here's the proof. You can have two practices with the exact identical technology, and the patient will gravitate toward the one that framed it in loss-minimizing terms, because that practice made the meaning clear. The other just listed equipment. So for every piece of office technology you mention, translate it into the patient's terms, less [...]

Presenting Dental Technology Patients Actually Valuejames2026-06-16T00:00:00-04:00

Social Proof to Put in a Dental Information Packet

james2026-06-16T00:00:00-04:00

What kind of social proof should I include in a dental information packet? Stack it from basic to ultimate and use as much as you legally can. The floor is photos paired with written patient stories. Step up to a full-color multi-page booklet of those success stories. Better still, add audio or video, a CD or DVD of patients telling their own story. The ultimate is a professionally shot testimonial compilation of many cases you've actually done. Print your online reviews and put them right in the packet so the patient doesn't go hunting and stumble onto a competitor. One note [...]

Social Proof to Put in a Dental Information Packetjames2026-06-16T00:00:00-04:00

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