The MGE Sales & Communication Seminars


The MGE Sales & Communication Seminar Series consists of three 3-day seminars (Seminar A, Seminar B and Seminar C), delivered once a month at MGE’s training center in Pinellas Park, Florida. These seminars teach you easy, effective methods to communicate with your patients and handle objections so they accept and pay for treatment plans. The seminars can be done in any sequence with each module being independent of each other, and cover the following subjects:


Who not to sell to: While this may sound strange (learning who not to sell to at a sales seminar), this information is extremely powerful. We’ll show you how to identify and handle what we call the “Problem Patient,” in many cases before a bur ever touches a tooth. While some patients are easy to manage and others can be difficult, some (a small percentage) can create havoc in your practice and make your job seem unrewarding. The “Problem Patient” comes in all shapes and sizes and can be from any socioeconomic background. They all do however, share very specific characteristics which you’ll learn at Seminar A.

“De-Stressing” Case presentations – how to take the stress and discomfort out of the case presentation process, including the financial discussion (regardless of the size of the case). We’ll show you how to stay focused and comfortable during the “sales process.” You won’t be afraid of or uncomfortable about selling (or the financial discussion) by applying this information.

Case Presentations – The Right Attitude: Start off on the wrong foot and your case presentation can go south – very fast. What starts as a large treatment plan ends up with a patient “just doing what insurance pays,” if anything. This can get so bad that some doctors don’t even present a full treatment plan fearing that the patient will become upset at the cost. By maintaining the proper attitude and addressing the case with your patient the right way, you’ll present, and patients will begin to accept full treatment plans – regardless of insurance coverage.

Maintaining an Environment that Promotes Success: One of the biggest problems with any seminar is the “high” afterwards followed by the eventual “sag” of non-application. We’ll show you what causes this and how to avoid it, along with how to maintain an upbeat, professional, successful environment in your office that makes coming to work (for you and your staff) fun and productive.


Different Types of People (Patients): People are different. We’ve all known that on some levels all of our lives. But, if this is the case, how can you communicate effectively with anyone who walks through your door? Twenty percent of the patients who walk in are easy to handle. Twenty percent can be trouble (see Seminar A). This means sixty percent (the majority) may not be the easiest to manage – BUT THEY CAN ALL BE TURNED INTO GREAT PATIENTS. Learn how to identify, communicate with and manage different types of patients to turn them into long-term patients who follow through with treatment.

The Sales Process: Everyone, we repeat, everyone goes through, in sequence, five very specific phases when buying a service or product. This may be fast or it may be slow. Chances are you’ve had patients on the cusp of going ahead with their treatment, only to give up and let them walk out the door. Find out how to identify these phases and which “phase” a patient is in while you’re presenting a case. We’ll also show you how to move them through this process and go ahead with treatment.

Objections: Discover how to assist your patients to overcome barriers and objections to paying for and starting treatment.

The Source of Sales Failure: Learn the source of sales failure (and how to avoid it).


Communication: Communication is the cornerstone of human relations. It’s also the most important component in the sales process. It also happens to be one of the most misunderstood subjects you can find anywhere! Find out what communication really is and how to truly “connect” with your patients (or anyone for that matter). Learn the formula to excellent, effective, professional communication – that gets results!

Treatment Options: Options are a part of any treatment discussion with a patient. At the same time, we’d all prefer that patients accept the option that’s best for both their clinical and personal situation. Find out how to discuss options so that patients select the one that best fits their situation – as opposed to the cheapest one available.

Patient Finances: “I can’t afford it,” is a common enough objection. Especially in these more challenged economic times. However, in a majority of cases a patient will say this regardless of whether it’s true or not. They will then turn around and buy something else that doesn’t positively impact their dental health. Many dentists find this quite frustrating. Learn how to handle the financial discussion with patients so that they make the best choice for their health.

Practice Income: Learn the basic rule that determines practice income.

The Four Steps of Selling: We present the four basic steps of presenting a treatment plan from start to finish. Ultimately, it’s up to your patient to decide whether they’re going to go through with a treatment plan. Using these steps, you’ll be able to really “reach” your patients and get them truly motivated, resolute and committed (i.e., financially) about pursuing needed treatment.

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