Here we go again with more from my "40 Ideas In 40 Days",
which if you remember was my gift to you in celebration of
my 40th birthday back on April 19th. I've already shared
Ideas #1-24 with you.
Ideas #25-31...BIGGER IDEAS! I'm going to shift gears and
focus this time on broader concepts that will help to guide
you through our current times. Keep in mind that each idea
I share today requires much more discussion than I have room
for here. But by merely stimulating your thoughts, you'll be
better prepared.
Idea #25 (May 13): Don't relinquish "power" to external forces!
If you remember nothing else from anything I share with you,
remember this, and you'll be better off forever. If you "take
the bait" and blame external factors for negative outcomes in
your practice, then you lose the perceived control you need to
turn things around.
Yes, the U.S. economy has slowed down a bit from the breakneck
pace we've enjoyed for the past 5 years. Recession? No way.
Can you make adjustments in your practice and sustain growth?
Absolutely!
Listen, it'll probably get a little worse before it gets better.
However, YOU control the direction of your practice! Not any
economy or other external forces...YOU. Yes, you'll have to
work a little harder and be a lot savvier to succeed in a more
difficult climate, but you can definitely do so...despite what
others may say.
Idea #26 (May 14): Build a TALL fence around your patients...
FAST! In all honesty, this task should always be a focus,
yesterday, today, and tomorrow. Problem is, most dentists are
too busy trying to get patients in the front door that they lose
sight of the wide open BACK door.
I'm talking about RETENTION, or keeping your patients for life.
This doesn't just happen...it takes purposeful effort. You must
do everything you can to make sure your patients know that you
love them and appreciate them, and that you are thinking about
them. Otherwise they'll rarely if ever think about you.
Let's think about this for a minute. Your patients are only in
your office a few times per year. And it's just not enough to
rely solely on their visits as the source of their loyalty.
In today's transient world, there are simply too many other
entities vying for their attention, including other dentists.
And if you're not careful, your patients will get "too busy" to
keep coming in on a regular basis. They'll just fade away.
So what do you do? How can you stay on "top of mind", making
it more difficult for your patients to break away from you?
Idea #27 (May 15): Stay IN TOUCH. This concept is perhaps the
most underutilized, yet most powerful, loyalty building strategy
in existence. I've written about it before, and I frequently
"dig deep" into this topic with my Dental Insiders Alliance members.
I can promise you that I'll continue to bug you about it forever,
in multiple ways, because it's that important.
When your patients hear from you, get something in the mail, or
attend an event that you throw for them, they become that much
more attached to your practice, your team, and you. It's that
simple.
I often get the question: "How often should I stay in touch?"
The answer depends on how often you can contact them without
being boring! That's one of just two sins you can commit when
reaching out to your patients. The other is "selling" to them
more than 50% of the time. It's OK to make frequent offers,
but at least half of your contact needs to be without a pitch,
and "just because".
Once monthly should be your MINIMUM standard. It's not that
hard to at least send a postcard, newsletter, or even a voice
blast to mix it up. And with email, it's even easier...BUT...
you've got to include physical mail and voice for the most
personal effect.
[NOTE: If you'd like more information on how to AUTOMATE
regular contact with your patients, reply to
DrChrisBowman@DentalInsiders.com and I'll get you
preliminary information on some upcoming developments
that are going to be HOT.]
Idea #28 (may 16): Start a LOYALTY program. I'm sure that if
you looked through your wallet, you'd find at least one "loyalty"
card. Could be from a local restaurant, hotel, airline, whatever.
Why not create a loyalty vehicle for your practice?
You can really take this in whatever direction you want, as long
as you tie future visits and/or achievement of your patients'
dental goals to specific rewards. The rewards don't have to
be huge, but the higher the perceived value, the more effective
the program.
Be creative. You can offer gift cards from area businesses,
savings off future visits in your office, either or both. You
can buy various gifts wholesale for pennies on the dollar and
give or send them to your best patients on their "anniversary"
in your practice. Either way, recognizing your patients' loyalty
will go a long way in building it further.
[NOTE: Be on the lookout in the near future for a loyalty program
that I'm currently testing in my own practice. If it passes muster,
then I'm going to launch it for your use in your own practice. It's
a little early now, but if you want to be among the first to know
about it (assuming it works out well), let me know.]
Idea #29 (May 17): Add NEW services/procedures. The more you can keep "in house", the better...as long as you don't despise doing it! If there are some services you'd like to do more of, but you don't feel as comfortable with your current skill level, then set aside time to aquire the skill it takes to become proficient.
I just returned from the Oral Sedation Dentistry course given by the Dental Organization for Conscious Sedation (DOCS). I've actually been providing sedation dentistry for 7 years, as I took the DOCS course in 2001. I had to go to this course because the NC State Board now requires a more recent course to maintain a permit for sedation dentistry. Don't ya just love new state regs? Grrrrrr!
I was amazed at how many dentists were there for the first time,
and a good number of them were still unsure about whether they
should offer sedation dentistry. It got me thinking about the fact
that there are SO many dental services that many of us could be
offering our patients that we're not...we're leaving TONS of
moolah on the table...or should I say someone else's table?!
Regarding adding procedures, don't do it if you don't like it.
Life's too short. But you can likely find new procedures that
you can add to your repetoire for major increases in revenue.
Idea #30 (May 18): Beware the "turtle"! This one goes back to the
prevailing perception of the economy, and not falling victim to it.
What I call the "turtle response" is the act of withdrawing deep
into your shell when faced with challenging times. You pull back
on marketing, spending, and other potential contributors to growth. The result...less growth. Not good.
Now, I'm not saying you should be reckless with spending in your
practice. Being sensible is certainly important, especially in
an economic crunch. But when people are flowing less freely into
your practice, the LAST thing you want to do is shut off your
marketing!
It IS a natural reaction to want to pull back, but you must stay
active in marketing and building your practice. Be sure you
TRACK your marketing to make sure what you're doing is working.
And keep it going, because it's what is keeping you going.
Idea #31 (May 19): HAPPY BIRTHDAY! No, not mine again. I know it's not likely your birthday either. But today is in fact my own father's birthday...and it's the BIG 65 for him!
What's that got to do with you? Well, today my dad's going to
not only get a call (and a special celebration dinner) from me.
He's also going to get a birthday card AND a special call from
my office! We do this for ALL of our patients, and I think it's
one of the most impactful things you can do for your patients.
You MUST add a birthday celebration to your list of ways to
stay in touch with your patients. In this case I'd focus
purely on their special day, and not worry about trying to promote anything. For some your card and/or call could be the highlight of their day, and they'll never forget it.
BONUS Idea #31.5: The 1/2 Birthday. Wanna do something really
cool? Send your patients a HALF-Birthday card! Send either
six months before or six months after their actual birthday (I
know, I'm a smart-a**). The mere fact that you were creative
enough to think of that will cause your patients to remember you
forever...and tell their friends about you. Can you say
"REFERRAL"?! See, it was worth reading all the way down to here,
wasn't it?
OK...that wraps it up for today. Remember to FORWARD this message to other dentists if you found it helpful. Help me get the word out about Dental Insiders Alliance. And, share your success stories with me...let me know when you've put my ideas to work, and what returns you've garnered from your efforts.
Have an AMAZING week.
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
www.DentalInsiders.com/testdrive
May 19, 2008
May 12, 2008
Here’s More Of “40 Ideas In 40 Days”
40 Ideas In 40 Days...#18-24. This one's long, but worth it!
Before I start, I'd like to send belated Mother's Day wishes to
all the moms in your life! Yesterday I spent time on the phone
with my own mom, who lives halfway around the world in South Africa. We speak pretty frequently despite our 6 hour time difference. I also spoke to "Bestemor", my 93 year old Norwegian grandmother. She's quite frail now, and clearly has limited time ahead. Each time I speak with them I appreciate them that much more.
Then of course there's my lovely wife Elizabeth. One of my gifts
to her this Mother's Day was letting her SLEEP IN! I piled Reid,
Kenan, and Olivia into the car in their pajamas and Crocs, and we
all went to the store at 7:30am. There the kids did a great job
picking out all Mommy's flowers and Mother's Day cards...plus of
course some cookies to go with them. After breakfast, church, and
brunch, we all had a great day just playing. Hope you did too.
OK, let's get down to biz. Today I'm going to blow right through the halfway point in my commitment to you to share 40 Ideas In 40 Days. I want to help as many dentists as possible, so PLEASE FORWARD this message to any dentists whom you feel would like to be included.
I've been getting amazing feedback from many docs regarding the
sampling of verbal skills I shared with you last time. Because of
that, I'm including more today, along with an extra important tip
as Idea #20.
Idea #18 (May 6): "Sounds like you're looking for a new dentist...
am I right?" This the first part of my "magic bullet" method for
converting callers into new patients.
Every phone call you get from a POTENTIAL new patient is an
opportunity that can either be capitalized upon...or botched. All
too often I see it botched, and the new patient lost. This is
of course a very complex topic with more to cover than in this
message, but let me cement a major point for you
There is ONE (and only one) thing that EVERY potential new patient wants when they call your office. It is: A DENTIST. No matter what their other concerns are, they all want to find a dentist that's right for them. The above verbal skill is how we zoom in on that fact, and then move toward what's most important to them.
Yes, it sounds almost too obvious. But it's extremely effective because of its simplicity. We frequently get complimented on how we handle the initial phone call, which is the main reason why many of our patients choose our practice. This method that I developed after much trial and error has doubled our conversion rate since
we started using it about three years ago. Double the new patients from the same number of calls...not bad. Imagine when you increase the number of calls!
Idea #19 (May 7): "What level of health would you like to achieve?"
This is a variation on the old "how long would you like to keep
your teeth" question. Almost every time the answer is something
like: "I want to be as healthy as possible, of course."
This question is best asked early in the conversation with a new
patient. Their answer will instantly position them in terms of
their dental goals. Then as you go through the exam process,you'll
find problems that are inconsistent with the patient's STATED
goals, in that they deviate from optimal health.
When patients realize that their current dental conditions are
not moving in the direction that they just TOLD you they want,
they'll be more likely to take notice and do something about it.
Idea #20 (May 8): This is the halfway point, so I'm going to break rhythm and share a HUGE idea with you that will hopefully liberate you somewhat, as you move through this series.
You DON'T have to use ALL these ideas! Especially not all at once!
Here's the deal. I do want you to benefit from each and every one
of the concepts I share with you. However, I know that not all
ideas will resonate with you. Who cares...you've got 40...and it
only takes ONE killer idea to literally transform your practice!
Every once in a while I'll get a cancellation request from one of
my Dental Insiders Alliance members. With rare exception, the
reason is always the same: "It's TOO MUCH information, and I can't
possibly implement ALL the ideas I'm getting from you." Not smart. By cutting off the supply, they're missing out on the next ideas, and the next, each of which could make the biggest difference.
Once again, WHO CARES? Use the ones you want...use the ones you can. Push yourself and your team to use more, and BENEFIT from it!
Idea #21 (May 9): Tell 'em what's in GREAT condition too!
Let's face it, we're all trained to seek and find all that is WRONG
with our patients' oral conditions. "Problem List" we call it.
We tell them about how many cavities they have, the cracks, the
perio, the this and the that. It's all bad news. But rarely do I
hear dentists or team members spending any time focusing on what's going well inside their patients' mouths.
I'm not talking about the generic "everything looks fine", nor am I recommending that we sugar coat anything to make it seem better. But I am saying that it's important to acknowledge where there is good health, when appropriate.
For most patients, especially younger healthy adults, it'll instill
confidence that they do actually have some healthy teeth. More
importantly it'll serve as a good CONTRAST with the conditions
that are not healthy and need improvement!
Idea #22 (May 10): "It may not last the rest of your life...but
it has the best chance." This is a great little retort that I/we
use frequently when recommending our best treatment option. It's not a surprise that patients want to know how long their dentistry will last. After all, they're making a significant investment.
The above statement cuts through the fact that even the best dentistry doesn't last forever. You MUST bring this up. On the other hand, it positions your recommendation as the BEST one for your patient, and that all other options have less value.
Idea #23 (May 11): "I have NO IDEA how dentistry elsewhere could be so CHEAP." Now, this is not for the faint of heart. But it is perhaps the most powerful positioning statement you can make about your dentistry when being challenged about your fees!
I'd never recommend that you speak negatively about another dentist or dental office. In fact I've carefully worded the above verbal skill so as not to do so. However, if your fees are above average as they SHOULD be, you'll no doubt get asked why your fees are higher than Dr. So-and-so's fees.
This is all about SPIN. Instead of defending your fees by talking
about materials, lab fees, etc...move in the other direction.
Discuss all the benefits that you'd have to TAKE AWAY by cutting
your costs, and therefore your fees. You could use CHEAPER labs,
right? CHEAPER materials? CHEAPER equipment? CHEAPER facilities? CHEAPER (less skilled) employees? Get it?
By the time the patient realizes all that would be taken away in
the interest of cheaper fees, there's no way they would want that!
Also, you've just made them realize that quality is VARIABLE in
dentistry, and that some offices (yours!) are better than others.
Idea #24 (May 12): "It's a HEALTHY investment." You've got
to get your patients thinking in terms of investment, not expense.
This takes effort, and appropriate language.
"Cost" and "Expense" are present tense terms, while "investment"
is focused on the future. Patients need to realize that it's not
just about how much they're investing now, in TODAY'S dollars.
It's about how much they'll invest over a 20-year period or longer.
Plus, by using "healthy" you take advantage of the double meaning
of the word. Healthy does mean "big", as in a lot of money. It
also means "healthy", as in not UNhealthy. Don't underestimate
the importance of this, as it once again remonds patients of their
choices.
Well, we're finally wrapped up for this week.
Whew! That was a biggie...but I'm confident that if you put this
stuff to use, you'll immediately see the difference in terms of
higher conversions among your patients.
All my best,
Chris
PS: Give me some FEEDBACK...and share your successes with me!
I want to know that you're implementing, and succeeding. Simply
reply to this address with your comments.
PPS: Don't forget to FORWARD this message to other dentists, with
instructions to go to www.DentalInsiders.com so they can sign up
for this same series. You don't want them depending on you for
the forwards all the time, do you?
PPPS: Want more, at a higher level? Just go over to my "test drive"
page and sign up for 2 months free Preferred Membership in Dental Insiders Alliance. You'll get $2173.00 in free bonuses too:
www.DentalInsiders.com/testdrive
Before I start, I'd like to send belated Mother's Day wishes to
all the moms in your life! Yesterday I spent time on the phone
with my own mom, who lives halfway around the world in South Africa. We speak pretty frequently despite our 6 hour time difference. I also spoke to "Bestemor", my 93 year old Norwegian grandmother. She's quite frail now, and clearly has limited time ahead. Each time I speak with them I appreciate them that much more.
Then of course there's my lovely wife Elizabeth. One of my gifts
to her this Mother's Day was letting her SLEEP IN! I piled Reid,
Kenan, and Olivia into the car in their pajamas and Crocs, and we
all went to the store at 7:30am. There the kids did a great job
picking out all Mommy's flowers and Mother's Day cards...plus of
course some cookies to go with them. After breakfast, church, and
brunch, we all had a great day just playing. Hope you did too.
OK, let's get down to biz. Today I'm going to blow right through the halfway point in my commitment to you to share 40 Ideas In 40 Days. I want to help as many dentists as possible, so PLEASE FORWARD this message to any dentists whom you feel would like to be included.
I've been getting amazing feedback from many docs regarding the
sampling of verbal skills I shared with you last time. Because of
that, I'm including more today, along with an extra important tip
as Idea #20.
Idea #18 (May 6): "Sounds like you're looking for a new dentist...
am I right?" This the first part of my "magic bullet" method for
converting callers into new patients.
Every phone call you get from a POTENTIAL new patient is an
opportunity that can either be capitalized upon...or botched. All
too often I see it botched, and the new patient lost. This is
of course a very complex topic with more to cover than in this
message, but let me cement a major point for you
There is ONE (and only one) thing that EVERY potential new patient wants when they call your office. It is: A DENTIST. No matter what their other concerns are, they all want to find a dentist that's right for them. The above verbal skill is how we zoom in on that fact, and then move toward what's most important to them.
Yes, it sounds almost too obvious. But it's extremely effective because of its simplicity. We frequently get complimented on how we handle the initial phone call, which is the main reason why many of our patients choose our practice. This method that I developed after much trial and error has doubled our conversion rate since
we started using it about three years ago. Double the new patients from the same number of calls...not bad. Imagine when you increase the number of calls!
Idea #19 (May 7): "What level of health would you like to achieve?"
This is a variation on the old "how long would you like to keep
your teeth" question. Almost every time the answer is something
like: "I want to be as healthy as possible, of course."
This question is best asked early in the conversation with a new
patient. Their answer will instantly position them in terms of
their dental goals. Then as you go through the exam process,you'll
find problems that are inconsistent with the patient's STATED
goals, in that they deviate from optimal health.
When patients realize that their current dental conditions are
not moving in the direction that they just TOLD you they want,
they'll be more likely to take notice and do something about it.
Idea #20 (May 8): This is the halfway point, so I'm going to break rhythm and share a HUGE idea with you that will hopefully liberate you somewhat, as you move through this series.
You DON'T have to use ALL these ideas! Especially not all at once!
Here's the deal. I do want you to benefit from each and every one
of the concepts I share with you. However, I know that not all
ideas will resonate with you. Who cares...you've got 40...and it
only takes ONE killer idea to literally transform your practice!
Every once in a while I'll get a cancellation request from one of
my Dental Insiders Alliance members. With rare exception, the
reason is always the same: "It's TOO MUCH information, and I can't
possibly implement ALL the ideas I'm getting from you." Not smart. By cutting off the supply, they're missing out on the next ideas, and the next, each of which could make the biggest difference.
Once again, WHO CARES? Use the ones you want...use the ones you can. Push yourself and your team to use more, and BENEFIT from it!
Idea #21 (May 9): Tell 'em what's in GREAT condition too!
Let's face it, we're all trained to seek and find all that is WRONG
with our patients' oral conditions. "Problem List" we call it.
We tell them about how many cavities they have, the cracks, the
perio, the this and the that. It's all bad news. But rarely do I
hear dentists or team members spending any time focusing on what's going well inside their patients' mouths.
I'm not talking about the generic "everything looks fine", nor am I recommending that we sugar coat anything to make it seem better. But I am saying that it's important to acknowledge where there is good health, when appropriate.
For most patients, especially younger healthy adults, it'll instill
confidence that they do actually have some healthy teeth. More
importantly it'll serve as a good CONTRAST with the conditions
that are not healthy and need improvement!
Idea #22 (May 10): "It may not last the rest of your life...but
it has the best chance." This is a great little retort that I/we
use frequently when recommending our best treatment option. It's not a surprise that patients want to know how long their dentistry will last. After all, they're making a significant investment.
The above statement cuts through the fact that even the best dentistry doesn't last forever. You MUST bring this up. On the other hand, it positions your recommendation as the BEST one for your patient, and that all other options have less value.
Idea #23 (May 11): "I have NO IDEA how dentistry elsewhere could be so CHEAP." Now, this is not for the faint of heart. But it is perhaps the most powerful positioning statement you can make about your dentistry when being challenged about your fees!
I'd never recommend that you speak negatively about another dentist or dental office. In fact I've carefully worded the above verbal skill so as not to do so. However, if your fees are above average as they SHOULD be, you'll no doubt get asked why your fees are higher than Dr. So-and-so's fees.
This is all about SPIN. Instead of defending your fees by talking
about materials, lab fees, etc...move in the other direction.
Discuss all the benefits that you'd have to TAKE AWAY by cutting
your costs, and therefore your fees. You could use CHEAPER labs,
right? CHEAPER materials? CHEAPER equipment? CHEAPER facilities? CHEAPER (less skilled) employees? Get it?
By the time the patient realizes all that would be taken away in
the interest of cheaper fees, there's no way they would want that!
Also, you've just made them realize that quality is VARIABLE in
dentistry, and that some offices (yours!) are better than others.
Idea #24 (May 12): "It's a HEALTHY investment." You've got
to get your patients thinking in terms of investment, not expense.
This takes effort, and appropriate language.
"Cost" and "Expense" are present tense terms, while "investment"
is focused on the future. Patients need to realize that it's not
just about how much they're investing now, in TODAY'S dollars.
It's about how much they'll invest over a 20-year period or longer.
Plus, by using "healthy" you take advantage of the double meaning
of the word. Healthy does mean "big", as in a lot of money. It
also means "healthy", as in not UNhealthy. Don't underestimate
the importance of this, as it once again remonds patients of their
choices.
Well, we're finally wrapped up for this week.
Whew! That was a biggie...but I'm confident that if you put this
stuff to use, you'll immediately see the difference in terms of
higher conversions among your patients.
All my best,
Chris
PS: Give me some FEEDBACK...and share your successes with me!
I want to know that you're implementing, and succeeding. Simply
reply to this address with your comments.
PPS: Don't forget to FORWARD this message to other dentists, with
instructions to go to www.DentalInsiders.com so they can sign up
for this same series. You don't want them depending on you for
the forwards all the time, do you?
PPPS: Want more, at a higher level? Just go over to my "test drive"
page and sign up for 2 months free Preferred Membership in Dental Insiders Alliance. You'll get $2173.00 in free bonuses too:
www.DentalInsiders.com/testdrive
May 5, 2008
40 Ideas In 40 Days…#11-17
Hola...Bueno Cinco de Mayo! Don't worry, that's about all
the Spanish I know. Don't even know if that was accurate.
But you get the point.
Let's jump back into "40 Ideas In 40 Days". I'm giving you
SEVEN ideas today. Ideas #1-5 were powerful general principles,
while the most recent #6-10 should've gotten you to think about
examining your practice, and looking for things that you want
to add (or maybe take away) to make it better.
Here I'm going to focus on bulletproof VERBAL SKILLS, and how you can use them to communicate more effectively with your patients. Apply these strategies immediately and enjoy the benefits!
Idea #11 (Apr 29) - "I can help you!" This is the way I prefer my team (or myself!) to end our greeting when answering the phone. It's best said emphasizing the "I", as if someone walked into the room and asked, "Who can help me?" Then you say, "I can help you!" We've actually gotten referrals from patients who referenced
our greeting.
This variation on "How can I help you?" may seem minor, but it
has major effects. You turn a question into a statement, and
then exude confidence by proclaiming that you can help the caller
without even knowing the question or request. Also, it's unique,
upbeat, and always gets a great response from patients. They
enjoy and appreciate the fact that we KNOW we can help.
What if you can't help? Well, you ALWAYS can. Even if you don't
know an answer or don't provide a requested service, you can still
find someone that does, or make an appropriate referral. In either
case you still helped the caller, and they'll thank you for it.
Idea #12 (Apr 30) - "Please tell me about your dental health." I've found this simple request to be THE best way for me or my team to open the dental conversation with a new patient. As you can tell it's a wide open statement, and it allows them to go in whichever direction they want. Emergency...cosmetic goals...bad past experience...whatever...they'll start with what's most important to them.
I've found this approach to be much more effective than the
"inquisition" of 20 or more questions about every dental topic
under the sun. You'll let the patient "drive" the conversation
instead of moving through a canned list of questions. Very
comfortable for even a nervous patient.
By discovering what's most important to your patients right off the bat, you immediately make the conversation ALL ABOUT THEM. It also gets them talking, while "yes/no" questions don't.
Idea #13 (May 1) - "What else? What else? What else?" This is
our follow up to "Tell me about your dental health". And it's a
CRITICAL piece of the puzzle. All too often we cut off the
conversation with a patient just before they are about to reveal
something big. "What else" prevents that...as long as you keep
asking it!
That's the key. Do NOT quit asking "What else" until the patient
is completely finished. Over and over and over, until they
literally run out of stuff to talk about. Then you'll have
your problem list pretty much made up for you by the patient.
Sure, there will be things they don't bring up that are important. But at least you made a concerted effort to hear EVERYTHING that the patient wanted to share.
Idea #14 (May 2) - DON'T SAY: "Are you having any problems?"
This must be the absolute WORST question in dentistry. Yeah,
I know...we were all taught to ask it...it seems like a good
question...it shows our concern...blah blah blah.
But also consider the fact that many patients don't THINK they
have any problems. So they say "No" when asked. Then what do
you, the doctor, do? Of course, you look in there and find a
whole mouthful of problems! Now you've got a conflict.
The patients just said no problems, but you see problems, and
you've got to prove that the patient is WRONG. Not good. If
you want to avoid this pitfall, you can't ask a question that
can potentially make patients wrong. So what do you ask?
Idea #15 (May 3) - DO SAY: "Have you noticed any changes?" This
is a flat out, KICK BUTT question that I developed after several
years of frustration with the previous question. I was trying to
figure out a way to learn the patient's perspective without
having to challenge what they just said. This fits the bill
beautifully.
By asking if they NOTICED any changes (since their last visit to us or any other dentist), you get them off the hook for not NOTICING any changes that likely took place. This solidifies our purpose as "the dentist" to find things they DIDN'T notice. Also, it doesn't make the patient wrong when we find something they had
no idea about.
Patients get much less defensive about their problem list when
we approach it in this manner. No more headbutting stubborn
patients who think eveything's OK. They now realize that many
problems are undetectable to them, and they take ownership of
their problems much more easily!
Idea #16 (May 4): DON'T SAY: "What we normally do is..." PLEASE
never say that again. There aren't many phrases that are less
personal than that one. It puts all your patients into a "box"
together, and does nothing to make them feel special, or to
recognize the uniqueness of their situation.
This phrase it at it's worst when the patient requests something
that's outside of your normal protocols...even just a bit. My
advice is to GIVE a little, and be flexible. Even if the patient's
situation calls for your exact "usual" protocols, you must avoid
making it sound as if the patient is "no one special".
Idea #17 (May 5): DO SAY: "For YOUR situation the BEST thing we
should do is..." (can be varied, but don't lose individuality!)
This is the antidote to the previous phrase. It focuses only on
the patient, and let's them know (or believe) that we are
considering their case individually, as if our only patient. We
do that anyway, so why not solidify that fact with our words?
Instead of your patients feeling like you are trying to fit them
into your systems, they'll see that you are fitting your systems
around them. The difference in perception is HUGE!
Again, situations that call for no deviation in normal systems
should still be addressed that way. Patients don't care about
"what we normally do"...they want only what's best for them. So
there's no need to do anything but present the best solutions
for them and them alone. You'll find less resistance to your
recommendations in a number of patients, just by altering the
way you present them.
OK...that'll wrap it up for this time. Remember that these ideas are just a small sample of what my Dental Insiders Alliance members receive on a monthly basis. Of course my regular members receive much more in depth information, but this should give you a taste of my style if you're not a member.
Plus, I'm not finished yet. We're only on #17, and we've got 23
to go! So be on the lookout for my next "40 Ideas In 40 Days"
message, to be sent at the end of this week. Adios amigo!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
No membership fees for 2 months at:
www.DentalInsiders.com/testdrive
the Spanish I know. Don't even know if that was accurate.
But you get the point.
Let's jump back into "40 Ideas In 40 Days". I'm giving you
SEVEN ideas today. Ideas #1-5 were powerful general principles,
while the most recent #6-10 should've gotten you to think about
examining your practice, and looking for things that you want
to add (or maybe take away) to make it better.
Here I'm going to focus on bulletproof VERBAL SKILLS, and how you can use them to communicate more effectively with your patients. Apply these strategies immediately and enjoy the benefits!
Idea #11 (Apr 29) - "I can help you!" This is the way I prefer my team (or myself!) to end our greeting when answering the phone. It's best said emphasizing the "I", as if someone walked into the room and asked, "Who can help me?" Then you say, "I can help you!" We've actually gotten referrals from patients who referenced
our greeting.
This variation on "How can I help you?" may seem minor, but it
has major effects. You turn a question into a statement, and
then exude confidence by proclaiming that you can help the caller
without even knowing the question or request. Also, it's unique,
upbeat, and always gets a great response from patients. They
enjoy and appreciate the fact that we KNOW we can help.
What if you can't help? Well, you ALWAYS can. Even if you don't
know an answer or don't provide a requested service, you can still
find someone that does, or make an appropriate referral. In either
case you still helped the caller, and they'll thank you for it.
Idea #12 (Apr 30) - "Please tell me about your dental health." I've found this simple request to be THE best way for me or my team to open the dental conversation with a new patient. As you can tell it's a wide open statement, and it allows them to go in whichever direction they want. Emergency...cosmetic goals...bad past experience...whatever...they'll start with what's most important to them.
I've found this approach to be much more effective than the
"inquisition" of 20 or more questions about every dental topic
under the sun. You'll let the patient "drive" the conversation
instead of moving through a canned list of questions. Very
comfortable for even a nervous patient.
By discovering what's most important to your patients right off the bat, you immediately make the conversation ALL ABOUT THEM. It also gets them talking, while "yes/no" questions don't.
Idea #13 (May 1) - "What else? What else? What else?" This is
our follow up to "Tell me about your dental health". And it's a
CRITICAL piece of the puzzle. All too often we cut off the
conversation with a patient just before they are about to reveal
something big. "What else" prevents that...as long as you keep
asking it!
That's the key. Do NOT quit asking "What else" until the patient
is completely finished. Over and over and over, until they
literally run out of stuff to talk about. Then you'll have
your problem list pretty much made up for you by the patient.
Sure, there will be things they don't bring up that are important. But at least you made a concerted effort to hear EVERYTHING that the patient wanted to share.
Idea #14 (May 2) - DON'T SAY: "Are you having any problems?"
This must be the absolute WORST question in dentistry. Yeah,
I know...we were all taught to ask it...it seems like a good
question...it shows our concern...blah blah blah.
But also consider the fact that many patients don't THINK they
have any problems. So they say "No" when asked. Then what do
you, the doctor, do? Of course, you look in there and find a
whole mouthful of problems! Now you've got a conflict.
The patients just said no problems, but you see problems, and
you've got to prove that the patient is WRONG. Not good. If
you want to avoid this pitfall, you can't ask a question that
can potentially make patients wrong. So what do you ask?
Idea #15 (May 3) - DO SAY: "Have you noticed any changes?" This
is a flat out, KICK BUTT question that I developed after several
years of frustration with the previous question. I was trying to
figure out a way to learn the patient's perspective without
having to challenge what they just said. This fits the bill
beautifully.
By asking if they NOTICED any changes (since their last visit to us or any other dentist), you get them off the hook for not NOTICING any changes that likely took place. This solidifies our purpose as "the dentist" to find things they DIDN'T notice. Also, it doesn't make the patient wrong when we find something they had
no idea about.
Patients get much less defensive about their problem list when
we approach it in this manner. No more headbutting stubborn
patients who think eveything's OK. They now realize that many
problems are undetectable to them, and they take ownership of
their problems much more easily!
Idea #16 (May 4): DON'T SAY: "What we normally do is..." PLEASE
never say that again. There aren't many phrases that are less
personal than that one. It puts all your patients into a "box"
together, and does nothing to make them feel special, or to
recognize the uniqueness of their situation.
This phrase it at it's worst when the patient requests something
that's outside of your normal protocols...even just a bit. My
advice is to GIVE a little, and be flexible. Even if the patient's
situation calls for your exact "usual" protocols, you must avoid
making it sound as if the patient is "no one special".
Idea #17 (May 5): DO SAY: "For YOUR situation the BEST thing we
should do is..." (can be varied, but don't lose individuality!)
This is the antidote to the previous phrase. It focuses only on
the patient, and let's them know (or believe) that we are
considering their case individually, as if our only patient. We
do that anyway, so why not solidify that fact with our words?
Instead of your patients feeling like you are trying to fit them
into your systems, they'll see that you are fitting your systems
around them. The difference in perception is HUGE!
Again, situations that call for no deviation in normal systems
should still be addressed that way. Patients don't care about
"what we normally do"...they want only what's best for them. So
there's no need to do anything but present the best solutions
for them and them alone. You'll find less resistance to your
recommendations in a number of patients, just by altering the
way you present them.
OK...that'll wrap it up for this time. Remember that these ideas are just a small sample of what my Dental Insiders Alliance members receive on a monthly basis. Of course my regular members receive much more in depth information, but this should give you a taste of my style if you're not a member.
Plus, I'm not finished yet. We're only on #17, and we've got 23
to go! So be on the lookout for my next "40 Ideas In 40 Days"
message, to be sent at the end of this week. Adios amigo!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
No membership fees for 2 months at:
www.DentalInsiders.com/testdrive
Apr 28, 2008
Here’s More Of “40 Ideas In 40 Days”!
I hope you had a great weekend. This past Friday night we had my
"Second Annual 39th Birthday Party" to celebrate my April 19 B'day. It was a blast, with friends and family, including some who flew in from L.A. to be there. After the party a few of us couples went out for a little while longer...but not that much longer. I can't stay out too late these days, especially with three little ones
counting on me the next day!
40 Ideas In 40 Days...Ideas #6-10. Remember that I'm sharing 40
ideas that will help boost your practice over the next 40 days.
Put these together and over the next month and a half you should
notice some significant positive changes in your practice!
(Please FORWARD this message to any dentists who may be
interested in this information. Have them join this free E-Alert Network at www.DentalInsiders.com. Thanks!)
OK, let's jump right in.
Idea #6 (Apr 24) Look OUTSIDE of dentistry.
This one's HUGE! I recently invited dentists to participate in a
teleseminar on how to "Be THE Expert Dentist On Your Own TV Show". My guest is a very successful chiropractor, Dr. Jeff Hockings, whom I admire for reasons you'll discover on the call. (If you haven't yet registered, you can at www.DentalInsiders.com/tvteleseminar.)
Jeff's been using 30-minute TV interview shows for 11 years to build 4 massively successful chiropractic pratices, 3 of which he has sold successively for huge profits.
Well, one bonehead dentist responded to my invitation publically
with a vile, ridiculous general indictment of all chiropractors
as quacks. I didn't give him the dignity of a direct response.
But regardless of his feelings about chiropractors, he missed the
biggest point. Here it is.
If a professionally produced TV show works for a chiropractor, it'll
very likely work for DENTISTS! I don't have to see a dentist doing
a show...I'll adapt what's working for Dr. Hockings, and apply it
to my industry.
The same concept applies to just about any business concept. You
should be on the lookout for what's working not only in dentistry,
but OUTSIDE the profession as well. Chances are you'll find MORE
good stuff that's applicable to your practice from elsewhere. All
it takes is alertness and some ingenuity.
Idea #7 (Apr 25): Visit 10 dental practices this year.
Don't forget to look INSIDE the profession as well. Each year I
try to visit several dentists that I haven't visited before. When
coaching dentists in their offices all around the U.S., I find that
I ALWAYS learn something there that I can apply in my own practice. And I 've been in a BUNCH of practices.
But you don't have to travel coast to coast to get the same benefit.
Start locally. Give a few colleagues a call and offer to meet them
at their office, then take them to lunch. Show up early and ask
for a TOUR of their office. You'll build new and strengthen existing
relationships with your local doctors, and you'll no doubt learn
something in the process. Just keep your eyes and ears WIDE OPEN!
Idea #8 (Apr 26): Visit your OWN practice. Invite non-patients too. Once per year minimally, you should make a point to walk in the FRONT door of your own office, and just look around. Sit in a few different chairs in the reception room for a few minutes. What do you see? What do you not see? Surprised?
Then walk through your office as a patient would. Enter each treatment room from reception and sit in the dental chair. LEAN BACK and LOOK UP. Go to the patient restroom(s). Check everything out with a critical eye.
This is how your patients see your office. I guarantee you'll find NUMEROUS things that you'll want to change and improve instantly. Have a non-patient friend (an honest one) do the exact same thing. Your team too. Then fix what's not right and feel more confident knowing that you're taking better care of your office. It'll take better care of you!
Idea #9 (Apr 27): Dress up the restrooms.
Studies have shown that people most often rate a place of business
in direct correlation to how they perceive the restrooms! Not
the treatment rooms, believe it or not. The restrooms.
This is one of the most neglected rooms in many businesses, and
dental offices are no exception. Aside from your reception area,
your restrooms are the most critical rooms in your practice to
make as nice and clean as possible. Scented nicely too.
A couple quick tips: First, add several hygiene items for your
patients to use in the restroom. Free toothbrushes, mouthrinse,
floss are givens. But also add some perks, like hand lotion,
wet face wipes, feminine products (in a closed container), air
neutralizer, q-tips...maybe even some mini-lipsticks. Lastly, DON'T SKIMP on the TP...Charmin Ultra, baby!
Your patients will appreciate the fine touches in your restrooms,
and that satisfaction will carry over into other areas of your
practice.
Idea #10 (Apr 28): Ditch the magazines...and broadcast radio & TV. One of my biggest pet peeves when I visit other dental practices is the proliferation of magazines and other irrelevant types of media, like local radio or CNN Headline News. BIG mistakes, all.
Magazines, radio and TV all have ADS for other stuff that your
patients may want to buy...INSTEAD of dentistry. Out of date
magazines get trashed, and insinuate an out of date practice. Local
radio is 99% stupid, and is littered with ads, sometimes for other
dentists! And broadcast TV is simply dumbed down, and the commonly displayed news networks report nothing but BAD news. Depressing... and not what you want your patients experiencing in your office.
Should you have PURELY dental information in your reception room? You surely can, as long as it's interesting. Start with information about the most desirable procedures you offer. Then include nice leather bound albums of before and after pictures of YOUR work. My most popular reads are our testimonial albums (3), each stuffed with emotional testimonials from happy patients. Any articles or other press you've received in the past should definitely be prominently displayed. Finally, extra copies of your monthly patient newsletter should be easy to find in your reception area.
How about NON-dental material? OK, I'll cave in...but be very
careful here. I limit my non-dental material to "dollar books"
and cookbooks. I go to Barnes & Noble every few months and raid
the "dollar" table, picking out big books with lots of pictures.
They can be about any topic, except travel destinations or cars
or other expensive stuff. You'd be surprised what you can find,
including recipe books as well. Never more than a buck or two.
These books will satisfy the patients who don't want to read
anything dental. In fact, one side benefit is that whenever a
patient expresses interest in a book, we just GIVE it to them.
They LOVE it, and they'll remember it when it's time to refer!
Well, that wraps up this edition of "40 Ideas In 40 Days".
Be on the lookout later in the week for my next installment.
Enjoy and prosper!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
PS: $2173 Worth of FREE Resources Plus
2 Months FREE Preferred Membership at:
www.DentalInsiders.com/testdrive
Go there now!
"Second Annual 39th Birthday Party" to celebrate my April 19 B'day. It was a blast, with friends and family, including some who flew in from L.A. to be there. After the party a few of us couples went out for a little while longer...but not that much longer. I can't stay out too late these days, especially with three little ones
counting on me the next day!
40 Ideas In 40 Days...Ideas #6-10. Remember that I'm sharing 40
ideas that will help boost your practice over the next 40 days.
Put these together and over the next month and a half you should
notice some significant positive changes in your practice!
(Please FORWARD this message to any dentists who may be
interested in this information. Have them join this free E-Alert Network at www.DentalInsiders.com. Thanks!)
OK, let's jump right in.
Idea #6 (Apr 24) Look OUTSIDE of dentistry.
This one's HUGE! I recently invited dentists to participate in a
teleseminar on how to "Be THE Expert Dentist On Your Own TV Show". My guest is a very successful chiropractor, Dr. Jeff Hockings, whom I admire for reasons you'll discover on the call. (If you haven't yet registered, you can at www.DentalInsiders.com/tvteleseminar.)
Jeff's been using 30-minute TV interview shows for 11 years to build 4 massively successful chiropractic pratices, 3 of which he has sold successively for huge profits.
Well, one bonehead dentist responded to my invitation publically
with a vile, ridiculous general indictment of all chiropractors
as quacks. I didn't give him the dignity of a direct response.
But regardless of his feelings about chiropractors, he missed the
biggest point. Here it is.
If a professionally produced TV show works for a chiropractor, it'll
very likely work for DENTISTS! I don't have to see a dentist doing
a show...I'll adapt what's working for Dr. Hockings, and apply it
to my industry.
The same concept applies to just about any business concept. You
should be on the lookout for what's working not only in dentistry,
but OUTSIDE the profession as well. Chances are you'll find MORE
good stuff that's applicable to your practice from elsewhere. All
it takes is alertness and some ingenuity.
Idea #7 (Apr 25): Visit 10 dental practices this year.
Don't forget to look INSIDE the profession as well. Each year I
try to visit several dentists that I haven't visited before. When
coaching dentists in their offices all around the U.S., I find that
I ALWAYS learn something there that I can apply in my own practice. And I 've been in a BUNCH of practices.
But you don't have to travel coast to coast to get the same benefit.
Start locally. Give a few colleagues a call and offer to meet them
at their office, then take them to lunch. Show up early and ask
for a TOUR of their office. You'll build new and strengthen existing
relationships with your local doctors, and you'll no doubt learn
something in the process. Just keep your eyes and ears WIDE OPEN!
Idea #8 (Apr 26): Visit your OWN practice. Invite non-patients too. Once per year minimally, you should make a point to walk in the FRONT door of your own office, and just look around. Sit in a few different chairs in the reception room for a few minutes. What do you see? What do you not see? Surprised?
Then walk through your office as a patient would. Enter each treatment room from reception and sit in the dental chair. LEAN BACK and LOOK UP. Go to the patient restroom(s). Check everything out with a critical eye.
This is how your patients see your office. I guarantee you'll find NUMEROUS things that you'll want to change and improve instantly. Have a non-patient friend (an honest one) do the exact same thing. Your team too. Then fix what's not right and feel more confident knowing that you're taking better care of your office. It'll take better care of you!
Idea #9 (Apr 27): Dress up the restrooms.
Studies have shown that people most often rate a place of business
in direct correlation to how they perceive the restrooms! Not
the treatment rooms, believe it or not. The restrooms.
This is one of the most neglected rooms in many businesses, and
dental offices are no exception. Aside from your reception area,
your restrooms are the most critical rooms in your practice to
make as nice and clean as possible. Scented nicely too.
A couple quick tips: First, add several hygiene items for your
patients to use in the restroom. Free toothbrushes, mouthrinse,
floss are givens. But also add some perks, like hand lotion,
wet face wipes, feminine products (in a closed container), air
neutralizer, q-tips...maybe even some mini-lipsticks. Lastly, DON'T SKIMP on the TP...Charmin Ultra, baby!
Your patients will appreciate the fine touches in your restrooms,
and that satisfaction will carry over into other areas of your
practice.
Idea #10 (Apr 28): Ditch the magazines...and broadcast radio & TV. One of my biggest pet peeves when I visit other dental practices is the proliferation of magazines and other irrelevant types of media, like local radio or CNN Headline News. BIG mistakes, all.
Magazines, radio and TV all have ADS for other stuff that your
patients may want to buy...INSTEAD of dentistry. Out of date
magazines get trashed, and insinuate an out of date practice. Local
radio is 99% stupid, and is littered with ads, sometimes for other
dentists! And broadcast TV is simply dumbed down, and the commonly displayed news networks report nothing but BAD news. Depressing... and not what you want your patients experiencing in your office.
Should you have PURELY dental information in your reception room? You surely can, as long as it's interesting. Start with information about the most desirable procedures you offer. Then include nice leather bound albums of before and after pictures of YOUR work. My most popular reads are our testimonial albums (3), each stuffed with emotional testimonials from happy patients. Any articles or other press you've received in the past should definitely be prominently displayed. Finally, extra copies of your monthly patient newsletter should be easy to find in your reception area.
How about NON-dental material? OK, I'll cave in...but be very
careful here. I limit my non-dental material to "dollar books"
and cookbooks. I go to Barnes & Noble every few months and raid
the "dollar" table, picking out big books with lots of pictures.
They can be about any topic, except travel destinations or cars
or other expensive stuff. You'd be surprised what you can find,
including recipe books as well. Never more than a buck or two.
These books will satisfy the patients who don't want to read
anything dental. In fact, one side benefit is that whenever a
patient expresses interest in a book, we just GIVE it to them.
They LOVE it, and they'll remember it when it's time to refer!
Well, that wraps up this edition of "40 Ideas In 40 Days".
Be on the lookout later in the week for my next installment.
Enjoy and prosper!
All my best,
Chris
Dr. Chris Bowman
Dental Insiders Alliance
PS: $2173 Worth of FREE Resources Plus
2 Months FREE Preferred Membership at:
www.DentalInsiders.com/testdrive
Go there now!
“TV Teleseminar” Tomorrow Night…A Few Slots Left
If you haven't already, you need to register for tomorrow night's
Dental Insiders Alliance "Executive Insider" Teleseminar. This
month the title is:
Be THE Expert Dentist On Your Own TV Show
If you are NOT a DIA member, you can register here:
www.DentalInsiders.com/tvteleseminar (follow all instructions)
I've reserved 200 lines for this call, and I already have over
164 reigistered. I'm not sure exactly how many, because my
DIA members are automatically registered. I have 164
NEW registrants that are not members, so you can see
that this call will likely fill up today.
My special expert guest this month is Dr. Jeff Hockings, founder
of "Leading Experts" and "Phenomenal Health". Dr. Hockings
has successfully been using 30-minute TV interview shows for 11
years to build recognition and expert status in his AFFLUENT
community of Palm Springs, CA. If you think TV advertising
must be cheesy or hokey, or too expensive to do right, think again.
Dr. Hockings will reveal how he has cornered his local market
using television...and how you can too. You can star in your own
30-minute television show, interviewed by a professional CBS
news anchorwoman. This is NOT a fluke...it is the real deal. I'm
actually scheduled to film THREE shows this summer, for use
here in Charlotte, NC.
With the US economy being a little shaky, and the nation uncertain
over who the next President will be (don't EVEN get me started on
that), savvy dentists recognize that they need to "step out" and
differentiate themselves from the pack in order to thrive. Television is perhaps the most impactful way to do so, if done properly. Dr. Hockings will share with us how to do just that.
Again, here's the link to register:
www.DentalInsiders.com/tvteleseminar (read all instructions)
"See" you then!
All my best,
Chris
Dental Insiders Alliance "Executive Insider" Teleseminar. This
month the title is:
Be THE Expert Dentist On Your Own TV Show
If you are NOT a DIA member, you can register here:
www.DentalInsiders.com/tvteleseminar (follow all instructions)
I've reserved 200 lines for this call, and I already have over
164 reigistered. I'm not sure exactly how many, because my
DIA members are automatically registered. I have 164
NEW registrants that are not members, so you can see
that this call will likely fill up today.
My special expert guest this month is Dr. Jeff Hockings, founder
of "Leading Experts" and "Phenomenal Health". Dr. Hockings
has successfully been using 30-minute TV interview shows for 11
years to build recognition and expert status in his AFFLUENT
community of Palm Springs, CA. If you think TV advertising
must be cheesy or hokey, or too expensive to do right, think again.
Dr. Hockings will reveal how he has cornered his local market
using television...and how you can too. You can star in your own
30-minute television show, interviewed by a professional CBS
news anchorwoman. This is NOT a fluke...it is the real deal. I'm
actually scheduled to film THREE shows this summer, for use
here in Charlotte, NC.
With the US economy being a little shaky, and the nation uncertain
over who the next President will be (don't EVEN get me started on
that), savvy dentists recognize that they need to "step out" and
differentiate themselves from the pack in order to thrive. Television is perhaps the most impactful way to do so, if done properly. Dr. Hockings will share with us how to do just that.
Again, here's the link to register:
www.DentalInsiders.com/tvteleseminar (read all instructions)
"See" you then!
All my best,
Chris
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