Coffee

Okay – time for another restaurant story. It’s a quick one that can have some serious implications for your practice!

At checkout in a local Baltimore lunch spot:

“Would you like anything to drink?”

“Yes – coffee please.”

“We don’t serve coffee here – but a lot of people ask for that.”

Okay – just for effect let’s repeat that line again.

“We don’t serve coffee here – but a lot of people ask for that.”

If there ever was a “duh” moment – this is it! Buy a commercial coffee maker for a few hundred bucks, or even easier, call a coffee service and tell them to set it up today!!

When our practices were young we both had a “policy” – no cleanings on the first visit. Yes – we knew that clinically that was the best decision. After all, how can you properly appoint a patient with the hygienist without an examination?

But after losing hundreds of new patients due to this policy, we both loosened up a bit and realized the number one customer service lesson in history –

Give the people what they want!

What do you hear yourself saying on a regular basis?

We don’t have Saturday hours.
We don’t take that insurance.
We don’t do cleanings on the first visit.
We don’t have a financial solution for you (so you can’t afford treatment).
We can’t get you in today or tomorrow.
We don’t do even simple orthodontics here.
We don’t do cleanings on the first visit.
We don’t.
We can’t.
We won’t.

Want your practice to grow?

Do. Can. Will.

A simple lesson. Yes.

The answer is “NO!” Now what is the question?

A short time ago we were at lunch with a coaching client at a Chinese restaurant near their office. (Some of the best ideas are generated during lunch meetings!) They were excited to take us there because they were a “regular” and knew we would get great treatment.

“The lunch special comes with an egg roll. Is it possible to get a spring roll instead?”

“NO!”

“Can the Szechuan green beans be made with no sauce?”

“NO!”

“Can brown rice be substituted for white rice?”

(Care to guess the answer?)

“NO!” (At least they could have said the classic “One dollar extra!!”)

No exaggeration here – this really did take place. And then it got worse.

Someone came in and asked, “Do you sell gift cards here?”

“NO!!”

What if that customer bought five $50 gift cards for his co-workers? That would have meant a $250 sale. Then what if one of the recipients had never been there before, and loved it so much they became a regular customer, bringing in their family ten times a year for an $80 dinner? And then what if….you get the picture!

So, every time someone in your practice says “no” – you could be missing a similar opportunity.

Even if the answer is technically no, at least try to turn it into an opportunity. Here’s an example:

“Does Dr. Garvey have appointments on Wednesday evening?”

And he doesn’t. But instead of saying “NO!” – how about something like this.

“Oh – sounds like daytime appointments are tough for you, is that right? Well we start at 7:00 AM on Mondays and Thursdays, and our new doctor, Dr. Grant, sees patients on Saturdays. Which works best for you?”

A little creativity and positivity go a long way!!

One of the most typical examples is “Do you take my insurance?  It’s a PPO and I don’t see you on the list.” The typical response to this is “NO.” Then the conversation ends.

How about trying this instead?

“While we are not a member of that plan, we are an unrestricted provider with all insurance plans. That means you can still come see us, and we will give you the best dental care possible. You can pay us directly and we will help you maximize your insurance benefits with that company.

Would you like to come in for a no-charge consultation? That way you can meet the doctor, she can answer any questions you have, and we can explain exactly how we can make financial arrangements comfortable for you! Is tomorrow at 11:30 AM convenient?”

Granted – most people on a ‘list’ will say no to this, but nothing is lost. And sometimes someone will say yes, become a great patient, refer lots of others, and well – you can figure out the rest!

Sometimes it’s the simple, easy things that can help your practice grow. And to that we say “YES!!!”

His Fly Was Down

Recently our friend Sally got to meet a Nobel Prize nominated physicist.

She said that he was incredibly intelligent, articulate, funny, charming, and if that’s not enough, really good looking! But what was the main takeaway – the think she mentioned first and couldn’t stop talking about?

His fly was down.

There is a thing called “Negativity Bias” – a psychological phenomenon by which we have greater recall of unpleasant things than positive ones. It was first proposed and published by psychologists Paul Rozin and Edward Royzman in 2001 and has been confirmed by many follow-up studies. It’s why, for example, five minutes of turbulence and a screaming baby are what someone would remember from a five hour flight that arrived on time and landed safely.

It’s also why a cranky, unhappy patient is more likely to write a review online. And it’s why we have to do so many little things right, or the patient will remember mostly the bad.

Run late, cause pain, estimate insurance incorrectly, etc…. and there is a great chance negativity bias will undermine your otherwise excellent treatment.

What are you doing in your practice to cause negativity bias, and how can you correct it?

A simple thing to remember…

As dental people, we see all kinds of folks in our practices. And many (possibly most?) are extremely kind and appreciative.

But then there are others who are almost impossible to please. They can be combative, grumpy, or downright nasty. And that is why we always need to remember something.

Many of our patients would rather be anywhere other than the dental office – but that doesn’t mean they are bad people. And quite frequently we are seeing people at their worst.

So you can walk around all day calling people names, and asking things like “Why can’t every patient be like Mrs. Jones?”

But the thing is – the worst patients need the most loving – and when you give it to them you can transform their lives AND your practice.

Slightly disappointed

Yes – we are slightly disappointed. In your office? Maybe. But it’s okay – it’s not too late.

You see, a few weeks ago we set out to call a bunch of practices that have attended“TBSE – The Best Seminar Ever” recently to get their opinions on some things. But the project was pretty much a flop. Why?

Fewer than half of the offices we called even answered their phones! And this was during normal business hours. Instead we received voice mail messages like:

“If you are hearing this message during regular office hours, we are currently serving other patients.”

CLICK!

“We are currently at lunch.”

CLICK!

Sorry to tell you – this is simply not acceptable. The phone is where 99% of your new patients make their first contact with your office. Way too many people tell us they need more new patients, but more often than not, that is not their real problem. If your phone isn’t answered EVERY time it rings during normal business hours (and yes – that means during lunch and during your day off) you are losing new patients you never even knew existed.

How do you make this happen? That’s a lesson for another day. And honestly – you are smart enough to figure it out!! But for now, listen to our friends from Sugar Ray, and answer the phone!!

Beer

Is there trouble brewing at your office in the form of patients not accepting their treatment? This may be the reason.

One hundred years ago, Schlitz Beer (remember Schlitz??) became the number one selling beer in the country by running a radical marketing campaign. Their ad detailed how Schlitz beer was actually made. Since no one reading the ad previously knew how beer was made, they assumed this was some kind of proprietary process – and Schlitz’s sales quickly rose to the top! It became known as “The beer that made Milwaukee famous!” (Or was it “the beer that made Mel Famey walk us?”)

Fast forward to 2017. Do beer ads describe the brewing process in detail? No way. They show attractive twenty-somethings at the beach. They show beautiful crispy-clear snow-covered mountains. They show majestic horses. The goal is to get a feeling attached to their brand, so when you pick up a six-pack of Budweiser you are transported from your dull, ordinary life to a place you would rather be. We all know it isn’t true, but with annual US beer sales topping $100 billion, it seems to be working!

So what’s the point? Your patient doesn’t want to hear about how the crown is made, how the implant surgery is done, and what their composite resin is made of. They want to know how it will look, how it will function, and how it will make them feel!

Get excited about how your dentistry will transform your patient! And if you can get them equally excited, go pop open a beer!

Say this, not that…

SAY THIS

“We would love to see you as a patient in our practice! Would tomorrow at 3:00 PM or Tuesday at 11:00 AM be better for you?”

NOT THAT

“Would you like to make an appointment?”

SAY THIS

“I know what the problem is and I can help you.”

NOT THAT

“This tooth needs a crown.”

SAY THIS

“Would you mind if I place you on a brief hold? I’ll be right back and able to give you my full attention.”

NOT THAT

“Dental office – hold please….”

SAY THIS

“We have some fantastic financial options to help make the cost of treatment more comfortable.”

NOT THAT

“Sorry – it’s not covered by insurance.”

SAY THIS

“Hello Mrs. Costello, I’m Dr. Luther. What may I help you with today?

NOT THAT

“Open wide please…..”

SAY THIS

“Thank you for calling Hill Valley Family Dentistry, this is Lorraine – I can help you!”

NOT THAT

(Voice mail answers) “If you’re hearing this message during normal practice hours, we are busy treating other patients…”

SAY THIS

“When you return for your next cleaning and examination in three months, we want to pay close attention to that area on the lower right to make sure the inflammation is under control.”

NOT THAT

“You’re due for a check-up in six months.”

SAY THIS

“If you were a member of my own family, that is the treatment I would recommend.”

NOT THAT

“If you can’t afford a crown we can always do a large filling.”

SAY THIS

“Yes!”

NOT THAT

“No…..”

This word is now officially banned from your office

The Adventures Of Huckleberry Finn by Mark Twain.
James and The Giant Peach by Roald Dahl.
The Diary of a Young Girl by Anne Frank.
To Kill A Mockingbird by Harper Lee.
The Color Purple by Alice Walker.

What do these books, and hundreds of others have in common?

True, they are all classics. And yes, you may have been forced to read them.

But believe it or not, all of these great novels have been banned at one time or another.

As you may know, we are not big fans of censorship, or even strict rules and policies – especially when it comes to your dental practice.

However, there is one word that we would like you to ban completely from your office, both in the written and verbal form. That word?

Cancellation.

A short time ago we were observing in someone’s office and heard this phrase:

“We don’t have anything for you next week, but don’t worry – we ALWAYS get cancellations!”

Yikes! Why would anyone even insinuate to a patient that a cancellation is okay?

When you make confirmation calls, do you give the option to cancel? We hope not. As a matter of fact, why even use the word “confirmation?” That still gives the patient a little bit of an out.

Here’s our suggested verbiage for what was formerly known as the confirmation call:

“Hello, Mrs. Jones? This is Emily from Dr. Sumner’s office. We’re looking forward to seeing you this Friday at 11:00 AM.”

That’s it. Nothing about if you need to change it, if you have any questions, etc.. Short, simple, sweet and positive is the way to go.

And that goes for signs in the reception area and text on your website and cards that say something like:

“If you need to cancel, kindly give 48 hours notice.”

What does that mean? It means that if you cancel 48 hours and one minute before your appointment, that is fine. But it’s not fine!! Do you really want to give a patient permission to do that?

So try it. It works! Get the word “cancellation” the heck out of your vocabulary!!

Winner or Whiner? Take the test.

Winner or Whiner? Take this quick quiz to find out!
WHINER

Complains about the team – they don’t work well together, they don’t have an “ownership mentality,” they complain and bitch, yadda, yadda, yadda….

WINNER

Hires the most exceptional team around, gets them the proper training, and pays them well. Bad apples are not tolerated.

WHINER

Is bored by dentistry but can’t quit due to their lifestyle expenses.

WINNER

Loves what they do. Takes the best courses to stay focused and motivated. Learns new procedures and throws them into the mix.

WHINER

Won’t spend money to build the practice.

WINNER

Invests in the best education, coaching, team, equipment, etc…

WHINER

Complains about all of the competition.

WINNER

Makes friends with other dentists and master-minds to share ideas that will help them all.

WHINER

Pines for the “old days” when advertising was taboo and tacky.

WINNER

Takes advantage of the best and most cost-effective ways to professionally market the practice.

WHINER

Tolerates the patients as a necessary evil.

WINNER

Loves their patients and looks forward to improving their health.

WHINER

Offers patients in-house “payment plans” and then gets all upset when they don’t pay. This includes “half at the prep and half at the insert…”

WINNER

Seeks out the best financial options possible for their patients and leaves collecting to the professionals such as Care Credit.

WHINER

Refers out everything and then complains about the “rich specialists.”

WINNER

Learns how to do more procedures in their office and also has a great relationship with their local specialists. Gets jazzed up by doing interesting services such as sleep apnea treatment, short-term ortho, and more.

WHINER

Comes to the office in a bad mood and expects others to tiptoe around them and read their minds.

WINNER

Even though life isn’t perfect, they are always pleasant, enthusiastic, and willing to help others. Leaves the attitude at the door.

WHINER

Micro-manages everything and everybody and trusts no one except themselves to get the job done correctly.

WINNER

Trusts the team and encourages them to grow. Knows that mistakes are part of the learning process.

WHINER

Leads by fear, intimidation and implied threat.

WINNER

Leads by example.

So how did you do?

TIPS Series # 3

Some of our favorite tips come from people who have spoken at TBSE. That’s why once each month we have been bringing you “TBSE Tips!” The third in this series comes from Laney Kay. Laney is absolutely the best educator we have ever met in the field of OSHA, HIPAA, and all of those other annoying acronyms. She is also incredibly hilarious.
Laney’s tips are pretty simple to implement (especially # 4) – and they will save you lots of time and trouble in the long run! So take it away, Laney Kay!
1. When it comes to regulatory compliance, documentation will save your butt.  Whenever you train your team, whenever you change the way you do things, whenever you encounter a problem, write it in your notebook.  Documentation proves that you are taking regular, positive steps to stay in compliance and maintain your programs.

2. Don’t let regulations drive you crazy.  Establish a program, set up a schedule to maintain it regularly and then stop worrying about it.  The best way to avoid problems is always to treat your patients well and do your best work.

3. Neither OSHA nor HIPAA requires you to use a certain product or endorses any specific program.  If anyone tells you that, they’re trying to sell you something!

4. Always wear underwear with a skirt.  (That’s just good advice in life.)

Thanks so much Laney! We know thousands of people just did a skirt check.