You've just spent over an hour with this patient.

They have a significant hearing loss that needs treatment.

Yet, when you reach the end of your treatment presentation, you hear these dreaded words:

"Thanks for the information, I need some time to think about it."

What Happened?

If you reach this point and find yourself asking this question, I have good news and bad news.

Bad news first.

You missed something.

The patient was concerned about something, but your presentation didn't address it effectively enough to earn their trust and confidence.

This often manifests as "blowing past" a concern during the consultation.

Here's what that might have looked like:

You've completed discovery and testing, and you're reviewing the test results.

You let them know that they have a significant permanent hearing loss, and they need to be wearing hearing aids.

They shift uncomfortably in their seat. Cross their arms.

You press on.

You show them the style you would recommend, and offer to demonstrate the technology.

They agree, and the appointment continues.

When you get to the end..."I need to think about it".

Did you see what happened?

There was a subtle non-verbal cue after you recommended hearing aids, and you didn't acknowledge it or address it.

Their body language might have been the manifestation of thoughts like:

• "Do I really need hearing aids? How do I know it's actually bad enough?"
• "Everyone I know that bought hearing aids doesn't wear them."
• "I don't know if I'm ready to be someone who wears hearing aids."

All of these concerns could have been addressed at the moment they occurred.

Instead, you're now facing a big hidden patient objection after you've presented your solutions and price tag.

That's a deep hole to dig out of, and in most cases you won't.

The good news?

Every time you experience this, it's an opportunity to reflect and grow.

Mindset is the key here.

It's easy to get demoralized or blame the patient when they don't move forward with care.

Instead, you need to own it.

Acknowledge that something went sideways, and look at it as an opportunity to improve.

You're going to get No's.

Instead of getting frustrated by them, learn from them.

Next time you see that uncomfortable shifting in the seat, point it out and get curious:

"I noticed that when I recommended hearing aids, it looked like that wasn't what you were hoping to hear. Tell me what you're thinking right now."

Not only does this level of attentiveness and care result in better business outcomes, it increases patient trust.

It reflects your genuine care for the patient, and your desire for them to feel comfortable, confident, and empowered in their treatment decision.