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May 19, 2010
Think Nobel Prize...
In 2002, the Nobel Prize for economics went to Daniel Kahneman, a psychology professor at Princeton, whose studies proved beyond any doubt that we behave emotionally first, rationally second. This is not a new-age thing. Or a cultural thing. It's a human thing!
The implications are stunning, particularly for dental practices that rely on the strengths of their relationships with patients. Greatness in individuals and in dental practices is not a function of intelligence - there is plenty of IQ out in the "dental world" - but of emotional capital, the ability to connect with patients on a human level. And each of us accumulates or loses emotional relationships with the things we do, say, and think.
When asked, most dental professionals will say they are in the business of helping patients get healthy. Fact is, all dental professionals are in the "people business"...we are all emotional beings engaged in emotional enterprise. Without strong emotional capital, we can't provide our best, we drag our feet on important decisions, or we walk away altogether. Without strong emotional capital, other practices may provide lower fees encouraging patients to leave yours. Talented team members may be lured away by other dentists who promise a better work environment even if they are offered lower pay, endure a longer commute, and forgo medical benefits.
The point is "connecting" with your patients, your team members, and everyone you come in contact with each day is critically important. You don't build loyal, long-lasting relationships by talking about your mission statement or state-of-the-art dental remedies, or by sticking a patient in front of a video monitor and having them watch a video on periodontal disease.
You can be the most gifted dentist in your state, but if you don't know how to "connect" with people on an emotional level, you'll always have hungry kids. Logic alone does not inspire patients to accept treatment. Nor does it encourage team members to take responsibility.
Most dentists have a "logic" mind-set. This is where they feel the most comfortable. And when confronted with challenges, objections, stress, or difficult questions, dentists usually approach them from their comfort zone (logic). Fact is, most challenges, objections, stress and difficult questions can only be solved with an "emotional" solution. Truth is, most of the objections patients give you for not going forward with treatment are "emotionally-driven."
The good news is that you can learn to build your emotional muscle. Books by Daniel Goleman are a great place to start. Have the entire team read the book, carve out some time in your team meetings, and discuss how the benefits will impact your patients and yourselves!
Continued Success to you and your Team!
Sincerely,
Art Deden
Vista Practice Management
www.vista-practice.com
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