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Reminder to grab your free copy of The 2026 Dental Marketing Baseline Checklist. If you don’t have these basics down at the minimum, you’re going to have a tough time making progress in your marketing.
Simple checklists for your Website, Google and AI. It received nearly 2,000 downloads in January.
I don’t care if you work with me or my team.
It’s YOUR practice and you need to be comfortable with your operations and marketing.
My goal with this newsletter has always been to help guide you to that promised land. That’s why all of my content is free. That’s why a Zoom call with me is free. And that’s why I have no issues telling you exactly what you should ask your staff or agency about. I want all of us to win. Practices. Agencies. Employees. And ideally, the Chicago Cubs in the World Series.
Most dentists do not say “no” to marketing because they are against growth. They say no because they have been burned, overwhelmed or disappointed before.
After hundreds of conversations with practice owners, the objections tend to fall into the same buckets. These are not emotional reactions. They are rational concerns shaped by experience.
Agencies aren’t that different from mechanics. There are a lot of them out there that are looking out for their bottom line while using confusing words. But at the end of the day, you need them.
And just like a great mechanic, people tend to hang on to great agencies when they come across them.
Here are the most common concerns I’ve heard from dentists over the last 15 years. All of them are valid. But I’ll tell you what actually solves them so the next time you are vetting agencies, you know what to ask and what to listen for in their responses.
1. “I’ve Been Burned Before”
The Objection: “We tried agencies. It did not work. We wasted money. I don’t want to fall for it again.”
What Actually Solves It: I know most agencies don’t offer it but month-to-month is the way to go. I’ve seen too many dentists in toxic work relationships with their agency by the end of their contract. At least ask them if they can give you a three-month trial. Any agency that is confident in their work will absolutely say yes. Also, clear KPIs and measuring sticks. Don’t leave it up to the pixie dust that an agency can spin up.
2. “We’re Already Doing Something”
The Objection: “We already have an agency. Switching feels risky and honestly, annoying.”
What Actually Solves It: If you current agency is doing a good job, simply delete the email or cancel the meeting! Don’t rock the boat for the sake of rocking the boat. But if you are looking into other agencies, there’s probably a reason. Put the burden of transition on the incoming agency. DO NOT take it on yourself, you don’t have the time or capacity for that.
3. “I Don’t Want More Junk Leads”
The Objection: “We already get junk emails, no-shows, and price shoppers.”
What Actually Solves It: Make one of the KPIs for your agency booked appointments, NOT form fills or total calls. And yes, we have plenty of dentists that don’t want to fill us in on this and that’s fine, we don’t force them to. But they don’t fill us in because they are booked and busy. If you’re not, find out why and fix it.
4. “I Don’t Trust The Numbers”
The Objection: “Every report looks good, but my bank account does not. Something isn’t adding up.”
What Actually Solves It: This is the one that annoys me the most. You should not only receive glowing reports from your agency. There is always a signal to check into or an area that needs improvement. Make sure they are up front about that. It’s not failure, it’s simple give and take. They should tell you what needs addressed, how they are going to address it and the timeline you can expect it to be addressed in.
5. “My Staff Is the Bottleneck & I Don’t Have Time For This”
The Objection: “My front desk misses calls and does not follow up. I turn over front desk staff too often for any of this to stick. And I personally don’t have the time or desire to give you everything you need.”
What Actually Solves It: There isn’t much avoiding an initial onboard call, maybe around an hour for most practices? After that, it should be white-glove. As long as access, credentials and KPIs are addressed in that initial meeting, your agency should be off and running. The entire point is to build systems for your practice, regardless of where they land at the front desk. You (dentist, boss, owner, etc) should NOT be involved anymore than you actually want to be. Your job is to do dental work.
If you want a good measuring stick, here are some details on our Search-To-Seat™ Program. We go into a market, build the systems for the practice, fill their chairs and then repeat at the next market.
It’s boring by design but it prints money for the practice. We have no reason to change what’s working, until it stops working.
If you have an agency or marketing team that is bringing you results, is honest and you enjoy working with HOLD THEM TIGHT.
The next year is going to get crazy and good agencies or employees that understand how to position a practice are going to be at a massive premium.
Last year, I sent an email saying that Google’s share of Discovery has dipped below 90% for the first time this century.
…..it’s now creeping toward a 50/50 split. That’s a big deal that most practices are not ready for.
I’m more than happy to answer emails about any questions that you have. Email is free, after all. I like talking shop and helping practices out. I probably won’t be able to get under the hood but I can take a look and point you in the right direction.
— Kyle
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