So – you take your car in for the 40,000 mile checkup and a few hours later get a call that goes something like this:
“Good news Miss Grindall, everything’s in great shape…….except the water pump is leaking. Fixing it today will prevent the engine from overheating in the future. It will be six hundred dollars.”
What is the first thing you are thinking?
“Wow – I brought my car in for an oil change and now they’re telling me it’s gonna be six hundred more bucks? Does it really need a new water pump? Are they just trying to rip me off or fill some sales quota? What should I do?”
The mechanic offers to put it up on the lift to show you the leak – but let’s face it, you may as well be looking at the inside of the Apollo 11. So what do you do? It all comes down to trust.
A similar scenario takes place in your dental practice every day. Someone comes in for a hygiene visit and they walk out thinking…
“Wow – I just went in for a cleaning – it’s not like anything hurt. And now they are telling me I need an eight hundred dollar filling!”
Once again it all comes down to trust.
It’s all of the things you have done BEFORE this appointment took place that come into play now. Have you worked with human nature, bonded with the patient and made them feel special? Or do they feel like they are a nameless nobody in a dental factory? Everything you do, both big and small, up until the moment that treatment is suggested – is what causes that patient to schedule the appointment or walk away.
If the mechanic has called you by name, acted courteously, stuck to all of their promises (such as being ready for you when you arrive and delivering your car at the promised time), fixed everything right the first time, and taken care of all the little things – you are more prone to believe them when a leap of faith is required. And of course dentistry is no different.
So if patients aren’t saying yes to the big things, it is time to ask yourself how you are doing on the little things.
There is one difference nowadays though, and it’s a game-changer. It’s your online reputation.
If you are questioning the need for a water pump, it’s possible that you’ll go onto Yelp or some other online rating site to check that shop out. And if half the people on there say the same mechanic ripped them off, you just may say no to the pump, or at least get a second opinion. On the other hand, if everyone says things like “honest, reasonably priced, great people to deal with, etc…” you will probably tell them to go ahead with the repair.
No question about it – your online reputation is just as important as your word of mouth in the community. It is essential to have great marks on both frontiers.
So please – make sure that every single patient has an extraordinarily great experience in your office.
And just as importantly, make sure that your online reputation is just as stellar. If you’re not sure how to do that – please check out our upcoming two day hands-on Social Media seminar at our fantastic Social Media Institute on the waterfront in Baltimore, MD. You will have a great time, get to visit our beautiful city and most of all – learn how to use social media to grow your practice like crazy! It’s fun, it’s easy, and it will be two days that you will never forget! It’s March 22nd and 23rd, and there are only a few seats left. Click here or give us a call at 1-888-88-MADOW to sign up.