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Every practice I work with experiences "lost opportunities." These are the situations that come up during your workday that go highly un-noticed by team members. Opportunities such as an office not having its brochures on display, no before & after book located in the reception area, a "hint" given by a patient during a conversation that goes unrecognized. There may be as many as twenty such occurrences happening in your practice each day and, oftentimes, fall with a loud "thump" on the practice floor.
These "lost opportunities" are concerning to me. It is why I work hard with dental team members to think "differently" about how they practice. Typically, team members are so involved in procedures, clinical and nonclinical, that they are unaware that the moment has even passed. Sometimes, I will throw out some "bait" to see if it will be recognized. Like a diamond in the rough, if team members could recognize these valuable gems, the results of the practice could shine!
Staying open, being "present", listening actively, and asking great questions is the way to uncover these gems. Here are a few examples of "opportunities." At your next team meeting, present these scenarios and ask if any uncovered gems lay hidden between the lines. Second, ask them how they would uncover the opportunity:
Scenario A:
A new patient arrives for an exam. She and her husband have just moved from another state and they school-age children. She was referred to your practice by one of her neighbors.
Scenario B:
A patient calls and asks about the practice and dentist. The caller relates a few details about painful experiences in the past and expresses his fear of injections. He is tentative about making an appointment saying he'll think about it and will call back later.
Scenario C:
A patient hints that she may be interested in having her teeth whitened. She brings it up when she sees the marketing brochure on the front desk. She asks for a brochure but your supply has been depleted and you don't have one for her to take. This is a loyal patient of record who is willing to invest in such treatment.
Scenario D:
The patient has just been presented with $1,500 of recommended treatment. He tells the hygienist that while he wants to get and stay healthy, he just cant afford it right now. He'll wait until he is in a better financial situation.
Ideas on scenario A: While this one is rather obvious, I rarely observe a team member ask if the entire family would like to schedule an appointment as well. This amazes me...the new patient should be warmly welcomed to the state and the practice. As a part of the building rapport process, team members should be expressing an interest in the patient without being perceived as prying. Parents, especially, are always happy to talk about their children given an opportunity. A warm invitation to the rest of the family with reassuring words about the team's skills with kids would be especially welcomed.
Ideas on scenario B: Assure the caller that many patients have felt that way prior to visiting your practice. But after one appointment felt completely relaxed after experiencing the team's "gentle touch." Invite the caller to visit the office. Frequently a brief visit can turn a visitor from a perspective patient to a new patient. Greater rapport is built face-to-face than over the phone. Patient surveys have also suggested that fearful patients who find a dentists with whom a trusting relationship can be developed is a very loyal patient and one likely to refer others. Lastly, if your practice offers sedation dentistry, now would be a great time to mention all the benefits it offers.
Ideas on scenario C: This one may be easy you may say...but a few steps past the obvious are called for. First, offer to mail a brochure as soon as your supply comes in. Be sure it is stamped with your name and phone number and include a small hand-written note. Ask the patient if they would be interested on seeing some before & after photos of patients who have completed teeth whitening procedures. Call the patient one week after you sent the brochure as a follow-up to see if they have any questions. During the conversation, raise the issue of making an appointment to start the process. The thrust of the conversation needs to be on the benefits. Ask why the patient is interested in whitening and you may learn she promised her daughter - who is getting married in 4 weeks - that she will have newly whitened teeth for the day.
Ideas on scenario D: Is money the real issue? Maybe, maybe not. Ask some probing questions to learn more: "I understand, money is an issue for us right now as well. Is it the total cost that has you concerned or is it having it fit into your monthly budget that has you nervous?" or how about, "If we could find a way to extend the payments out, would it be less of a concern for you?"
How many of you are familiar with the "Where's Waldo" character? Looking for "Waldo" in a sea of other people can be frustrating, but rewarding, when you finally discover his whereabouts. The same holds true with the "lost opportunities" which often seem hidden in each patient interaction. Inspire teammates to become more active in recognizing the signs. Challenge yourselves to uncover the hidden gems and you will be glad you did. Here are two ideas:
Make an agreement with every team member that:
· In every patient interaction there lies an opportunity - sometimes it is visible, sometimes it is hidden and must be uncovered...do it.
· Once the opportunity is recognized, decide how it can be developed and acted upon in a non-threatening, friendly way.
Continued Success to you and your Team!
Sincerely,
Art Deden
Vista Practice Management
www.vista-practice.com
If I can be of further service to you, your family, friends or business associates - please let me know. Most of our business comes from referrals; please tell others of our services... DONT KEEP US A SECRET.
