Who is ‘the Decider’ in a dental case presentation and why do they matter?
The Decider is the second person whose approval the patient needs before saying yes to major treatment. Most often a spouse. Sometimes a parent for an adult child, an adult child for a senior parent, or a trustee for a high-value patient. Without the Decider in the room during case presentation, the patient leaves with information they cannot relay accurately and a decision they cannot make alone. The patient who hears your full presentation, walks out planning to ‘go home and talk to my husband,’ and never returns is a Decider failure. The case died not because of price or fear, but because the second person never got the conversation. Identify the Decider early. Include them in the consultation. The rest of your selling system gets to do its job.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
