Dentistry Is An Up And Down Business!

Something familiar to many in the business world is the “Elevator Speech.” Experts say that you should be able to give an enticing and accurate description of your business in the time it takes an elevator to get from top to bottom (or vice versa), thus maximizing your time with a captive audience. The reason is that many times we have opportunities to tell someone about what we do but only have a few seconds to do it. In this instance, you absolutely have to be prepared. So when you meet someone and they ask what you do for a living, just saying “I’m a dentist” or “I’m a dental assistant” will most likely not get them to run towards your office. But if you have a ten second or less elevator speech prepared and memorized, you may just pick up a few new patients along the way.
The elevator speech is similar to branding – it is essential to point out what is unique and exciting about your practice – and what makes you better than the competition. And of course even though it is memorized it should sound off the cuff. So please take a few minutes and think about your elevator speech. Be sure to include information that sets your practice apart from the pack and will pique someone’s interest. Then memorize it and repeat it until it sounds natural. Now imagine this scenario.
You are at the bank setting up a checking account with the bank vice president. When they ask you what you do for a living, instead of just saying “I’m a dentist,” you can now say: “I’m a dentist in Oak Brook – we’ve been there for fifteen years! We’re really careful about making sure our patients are extremely comfortable during their treatment. We do veneers, whitening and keep up to date on all types of cosmetic treatment – and we see regular families as well.” Or how about if you are in line at the grocery store and start chatting with the person behind you. When they ask what you do, instead of saying “I’m a dental assistant,” you can say: “I’m a dental assistant with Smiles On Main Street in Kansas City. It’s a great place – we use all of the latest technology like digital x-rays and lasers, but still have an old fashioned atmosphere that makes our patients comfortable.” Which will lead more towards a chance to hand out your card and turn a stranger into a new patient? And while these elevator speeches may seem a bit stiff in print, with a little practice yours will sound totally natural. Even though dentistry has its ups and downs, this is one simple thing you can do to take your practice to the top!

Overpriced And Crowded

People always complain that their coffee is overpriced; yet Starbucks is constantly packed!

Sure – it starts with an excellent product, but their success is mainly about the high level of service they provide.

Do they really need to write your name on the cup and call it out when it is ready? No way! They could easily just yell out “Tall Decaf Americano!!” It may even be more accurate!

But at Starbucks they know how to personalize the experience.

Do you ever see a sign at Starbucks that says “Restrooms are for customers only?” Never. They know how to make everyone feel welcome.

Do you always get a smile and a friendly greeting from the barista and cashier? It’s pretty darn consistent.

So to the folks at Starbucks, it’s never “just a cup of coffee” – it’s an experience.

Remember, a crown prep or an exam and prophy may be “just a cup of coffee” to us, but to our patients it is a big deal. They may be nervous, anxious, or fearful. And it’s up to us to make a HUGE deal of their comfort and understanding – and to give them an extremely pleasant experience.


After all, wouldn’t you like to be like Starbucks – overpriced and crowded??

We Are All In This Together!


The countdown is on. Come November, Dr. Lori Cockley, owner of East Berlin Dental in East Berlin, Pennsylvania, and her devoted team of dental professionals will leave for Belize. Thanks to help from International Health Outreach, they’ll be lending their skills to the local villages and towns that need it most. Helping men and women of all ages, the team will focus on preventative and restorative care while working alongside local dentists to encourage a more tooth-conscious culture. “We aren’t just shuckin’ teeth,” Dr. Cockley explains. “We want to leave them with something more. There’s a huge educational component.” The trip to Belize isn’t the first time the East Berlin team has volunteered internationally. The six-some also spent 16 days in the Vietnamese jungle helping and educating local people just last year.  Volunteer efforts like this are hardly cake walks, and they don’t happen in a vacuum. There are countless fundraising events leading up to the November trip, and Dr. Cockley knows better than anyone how much legwork and dedication is behind the adventure. The entire team convenes regularly outside of work hours for unique forms of fundraising, like handcrafting jewelry to sell at open house events, to make the trip possible.  The fundraising doubles as team-building, and the Madows’ teachings have shown Dr. Cockley that the best type of team is a cohesive one. It was at TBSE that she learned that a feeling of community – whether around the office or around the world – is the foundation of success in life as well as business. “It’s not just a job. We don’t just clean our instruments and go home. TBSE has taught me that we’re a part of something bigger.” Case in point: on the return flight from TBSE in 2011, Lori and her whole team had their noses buried in copies of “Get Off Your ‘But:’ How to End Self-Sabotage and Stand Up for Yourself,” a powerfully motivating book authored by one of the weekend’s premier speakers. While reading, the group noticed that one of the flight attendants had a particularly abrasive attitude. In response, one of Dr. Cockley’s team members handed her a heartfelt note that made her demeanor do an instant 180. It simply read: “You are fabulous.” If this wasn’t a life lesson about the power of positivity and engaging encouragement, nothing was. Hardships and negativity can be shattered with less effort than your brain might let on, and as a dental professional and a humans being, Dr. Cockley operates strongly under the notion that “we are all in this together.”