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Marketing Insider Let your humanity show
When a new patient enters your office, his antenna is finely tuned for all messages—spoken and unspoken—that will help him form an impression of your practice. When that impression is positive, it increases your chances of treatment acceptance. So first, it is important to let your humanity show. This means letting the person know your interest in him extends beyond the basic dental appointment. After you welcome the patient, you can ask how he learned about your practice and then talk a bit about yourself and, later, your commitment to quality dentistry. When you do this, you’re building a bridge between your practice and what’s important to your patients—namely, their desire for a caring, thoughtful health care provider. You’re also providing an opening for the patients to talk a little about themselves, their work and more. It may seem like a digression, but it is a great way to connect with your patients—that is, show them your sincere desire to understand, respect and like them. Turning to dentistry, you might begin by discussing your goal to provide the best options for the patients, and to let them know their wishes will be respected. This has the positive effect of dissipating any stress the patients may feel about “being forced to make a decision.” Anyone experiencing that kind of pressure is typically too distracted to concentrate on what you are saying. Assure your patients that you will provide them with everything they needs to make the best choice, and that a timely decision is in their best interest. By this point, you’ve built positive communications with the patients and, ideally, achieved a level of trust. Your next task is to have the patients share with you what, in terms of dentistry, is important to them. You can start by asking if they has any questions or concerns about their oral health, if they’re happy with his smile and if there’s anything they might want to change about the appearance of their teeth. Then just listen. It’s important to remember that silence is your friend: When someone is silent, it usually means he is considering your point and wants the space to arrive at his own conclusion. So, when in doubt, remember: less is more.
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