When armed with sufficient knowledge about the products and services they buy, people tend to make much more careful, judicious purchasing decisions. For example, when I went shopping for a new car earlier this year, I spent several hours online researching makes, models, prices and features. By the time I arrived on the lot, I knew more about the car I wanted than the salesman. Plus, I could use the Internet to verify any claim he made while attempting to sell me the car. The ability to do this kind of research was unheard of only a few short years ago.
Consumers also tend to be far less trusting than in the past.
While these shows typically spotlight only a few bad apples, the buying public has nonetheless become much more skeptical of all businesses. Finally, today's consumers have more choices than ever. If they don't like you, your product or your sales pitch, they can walk down the street and find another business that does essentially the same thing for the same price. With all these trends converging at the same time, it's no wonder that dentists are struggling to close case presentations that once seemed to close themselves. Fortunately, there is a solution.