When One Word Makes All The Difference

When One Word Makes All The Difference

I phone dental practices on a very regular basis.

And one thing that is consistent about how the phones are answered at dental practices is that there is no consistency in how they are answered.

Remember, what gets said by the staff when answering the dental practice phone must be said with purpose and primarily what gets said needs to be said with one purpose only.

And that purpose is to achieve the BEST OUTCOME possible from that phone call.

From EACH AND EVERY incoming phone call.

Every new patient enquiry phone call has one thing in common, and that is that the caller has a dental problem, and they are looking for a solution to that problem.

When we analyse each and every new patient enquiry phone call to dental practices, is analysed, ninety-nine percent of the time the best solution for the caller is for them to schedule an appointment at the dental practice to see one of the dentists or hygienists.

Lately….

Lately I’ve been hearing a distinct change in what’s being said by dental team members when they answer the dental practice phone.

What I’m hearing more of these days is this:

“Thank you for calling ABC Dental. This is Jenny. How can I help?”

What we’ve always taught, which we always said and used at Active Dental, and has worked best at all our clients’ practices is this:

“Thank you for calling ABC Dental. This is Jenny. How may I help you?”

It’s really only a small difference… 

It’s really only a small difference, but sometimes the smallest change can have a diabolical effect, without anybody realising that it is, or did, or will.

Just ask Coca-Cola… the introduction of “New Coke” almost railroaded the company.

It’s really only a difference of one word… how bad can that be?

How much difference does one word make?

The original and best way involves asking the question:

“How may I help you?”

While the new version simply asks:

“How can I help?”

The difference in the answer given by the caller is dramatic…

The question:

“How may I help you?”

gets the caller telling the dental receptionist what they [the caller is needing, because the question is directly asking the caller about themselves, by using the word “you” to INCLUDE the expectations of the caller in the answer.

Whereas this question:

“How can I help?”

leans the caller into talking about the THING or the PROCESS they might possibly be thinking about, rather than the personal problem or the personal result the caller has phoned about.

And often the thing the caller thinks they might need, is not the solution to the problem they actually have… it’s just the caller’s perception of what they might need.

Do people make buying decisions based on emotion or logic?

Almost 100% of the time people buy based on emotion.

Later on, they attempt to use logic justify that purchase…

What happens to the conversation when we leave out the “you” ….

When we use the word “you”, we encourage the caller to talk about themselves, and as a result we are able to keep the conversation more in the EMOTIONAL space, and less in the LOGICAL space.

When we fail to use the word “you” in the question, then the caller will answer more in the LOGICAL space and less in the EMOTIONAL space.

It only takes an instant for a conversation to switch from emotional to logical, but it takes twenty-seven times longer to try and switch a logical conversation back to being emotional…

If your receptionist says this:

“How may I help you?”

The caller will answer them and begin talking about themselves [the caller], by saying something such as:

“I think I need a filling…”

Whereas if the caller is greeted with the question:

“How can I help?”

The caller is more likely to answer factually:

“I need to make an appointment to get an extraction.”

And immediately the conversation swings to being about a thing [the appointment] or about a process [the extraction].

If you try to keep your conversations in the personal and emotional space, you’ll find that your callers will make and schedule more appointments.

And the way to keep the call on the personal side is to always ask questions that has the caller answering about themselves.

When we think about keeping the conversation in the emotional space, by always asking the caller personal questions and avoiding letting our answers slip into the procedural space, we will definitely schedule more appointments.

And that’s an outcome that pleases both the caller, and the dental practice owner.

*****

Need your phones monitored?

Are you concerned about the number of calls that are not being answered as best they can be?

You need Call Tracking Excellence.

For the cost of a less than one cleaning per week, you could have your phones being answered much much better….

Convert more calls into appointments…Click the link: http://www.calltrackingexcellence.com

Call Jayne on 1300 378 044 or email Jayne@theDPE.com for more details.

*****

Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order

*****

The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at david@theupe.com

 

To Leverage Your Business You Must Do This One Thing

To Leverage Your Business You Must Do This One Thing

I remember hearing Lloyd Irvin say this:

“Either you do it? Someone else does it? Or it doesn’t get done.”

Putting things simply, what this means is this:

For a task to be completed, it needs to be allocated to someone to do, or it needs to be performed by the person setting the task.

The task won’t be done magically without ownership or delegation.

In business, true leverage and scalability comes from being able to delegate duties and outcomes to employees and team members.

Tasks needing to be performed in a business can be allocated depending upon the type of result wanted, as well as the time taken to complete a task, and also the level of satisfaction experienced by the person who is performing the task.

Ultimately, a business owner achieves true leverage and scalability in a business when they can safely delegate all tasks and duties to team members knowing that the results achieved by those team members are indeed as good as or even better than the results that the owner of the business would have achieved by doing those tasks themselves.

Importantly, when reviewing each task that needs to be performed in a business, one of the key thought processes an owner must decide upon is the fact that some tasks can be and do need to be delegated to skilled specialists.

And although there is a cost to the business of employing those skilled specialists [when compared to the low cost of the owner or an employee having a “bash” at it…], if the business owner can be spending the time more wisely and more profitably, then employing a specialist for certain duties in the business should be a ”no brainer” decision.

The same thought process should be applied to non-business activities. For example, it makes no sense for business owners to be mowing their own lawns, cleaning their pools and washing their cars, when they could be employing school children to perform these tasks. And while these tasks are being completed by the school children, the business owner can be spending that time wisely and be WORKING ON THEIR BUSINESS.

Recently a dentist I know hired a firm to do some Google marketing for his practice… the marketing firm came up with some written copy to be used and the dentist wanted to change the copy to something that the dentist thought would work better?

I guess that’s like the patient that turns up at their GP doctor for an appointment and then proceeds to advise the GP doctor, what they [the patient] believes to be the condition, along with what sort of medication they [the patient] believes the GP doctor should prescribe them… it’s not a very smart thing to do…

The GP doctor is an educated medical person and is far more qualified than the patient to know the best solution…

Years ago I remember Dan Kennedy telling me about a client that he had, and how he [Dan] had written four different print advertisements for this client.

Dan asked the client which of the four advertisements did he prefer. Interestingly, the client’s preferred advertisement was different to Dan’s preferred copy.

Here’s what they did… to make sure they ran the most effective advertisement copy for the client, Dan decided to SPLIT TEST all four advertisements to a small representative cross section of the market, to see which of the four advertisements received the best result.

The result of the split test was surprising!!

When all four pieces of copy were presented as a split test, the advertisement that achieved the best result was not the copy chosen by the owner.

And nor was it the copy preferred by Dan Kennedy.

The split test audience responded most positively to one of the other two advertisements that were NOT PREFERRED by Dan or the business owner.

The lesson here is simple:

Sometimes its best to NOT micromanage your business and to trust the delegation process, especially when tasks are being delegated to HIRED OUTSIDE SPECIALISTS who are known to be masters of their universes…

As I say quite often:

“You don’t have a dog and bark yourself.”

Especially when the dog is better at barking than you are at barking.

It makes no sense for owners of dogs to be barking themselves.

Making those correct decisions, of knowing what to delegate and when to delegate, is one of the keys to leveraging and scaling your business to a new level.

A greater level…

As a business owner, you are not the greatest and smartest person on all levels. Sometimes you will need to heed the sage advice of those who do know better.

A great leader knows what they don’t know, and takes advisement [when needed] from those experts that do know.

And that’s what makes a great leader.

********

Need your phones monitored?

Are you concerned about the number of calls that are not being answered as best they can be?

You need Call Tracking Excellence.

For the cost of a less than one cleaning per week, you could have your phones being answered much much better….

Convert more calls into appointments…Click the link: http://www.calltrackingexcellence.com

Call Jayne on 1300 378 044 or email Jayne@theDPE.com for more details.

*****

Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order

*****

The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at david@theupe.com

 

As A Business Owner, The Choice is Yours.

As A Business Owner, The Choice is Yours.

This quote from J. Willard Marriott came across my desk again this morning:

“It’s the little things that make the big things possible. Only close attention to the fine details of any operation makes the operation first class.” 

It’s a quote that appears in front of me around this time every year.

I wrote an article about it three years ago.

Marriott was the founder of The Marriott Corporation. His philosophy, of focusing on the little things, was pinnacle in helping him to create such a fabulous empire in the service industry.

I like this quote because so often in my travels, and in my coachings, I hear business owners and dental practice owners talk about how they are constantly looking out for that ONE SILVER BULLET that will transform their business more than anything else they could think of or anything else that they might have tried in the past.

Off the record, this thought process of looking for the silver bullet while ignoring the glaringly obvious that needs to be done and can be done, is up there beside winning the lottery.

And sadly, a lot of people who talk of and wish to win the lottery never even purchase a lottery ticket.

Which makes it very hard to win, if you don’t even have a ticket.

In reality…

In reality, Marriott is stating the bleedingly obvious.

And that is that your business will achieve massive success if it simply focusses on being one percent better at one hundred things compared to looking for the ONE BIG THING that may or may not hit the mark.

Shep Hyken says that your business doesn’t have to be massively better at everything compared to your competitors. He says that if your business is seriously just one or two percent better at a lot of things [this sort of difference spread across what your business does], then the results for your business will be dramatically better than any of your competitors in your marketplace are achieving.

The choice is yours [as a business owner].

Your business can be slightly better at doing a number of things for your customers, and your customers will notice those differences, and will be impressed.

Or your business can keep on doing the same old things that it’s always been doing, and hoping that your patients don’t notice any lack of innovation on your business’s behalf.

The choice is yours…

******

Need your phones monitored?

Are you concerned about the number of calls that are not being answered as best they can be?

You need Call Tracking Excellence.

For the cost of a less than one cleaning per week, you could have your phones being answered much much better….

Convert more calls into appointments…Click the link: http://www.calltrackingexcellence.com

Call Jayne on 1300 378 044 or email Jayne@theDPE.com for more details.

*****

Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order

*****

The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at david@theupe.com

 

What Sort Of Results Can You Achieve On Your Own?

What Sort Of Results Can You Achieve On Your Own?

Years ago, when Jayne wanted to take up golf, she asked me if I could teach her.

The answer that I told her:

“No.”

The reason for that was simple.

Although I could play golf, I could only do so by following the instructions of a professional golf pro teaching me what to do.

I told Jayne that when things went wrong with my golf swing, I had no idea what I was doing wrong, and if I didn’t know what I was doing wrong, how could I fix what I didn’t know I was doing?

And if I didn’t know what I was doing wrong, how could I know what other golfers were doing wrong?

And so I told Jayne that if she wanted to start playing golf, then the first thing she needed to do was go to the local golf driving range and have lessons from the golf professional there.

The reason for this is simple:

Golf professionals know how to diagnose errors that they see their students making, and they know the best ways to instruct their students to correct those errors they see.

What we didn’t do….

What Jayne didn’t do was pick up her clubs and go to the golf course and try to work golf out on her own.

Golf is a very complicated game.

There’s grip [that’s how you hold the club]

There’s stance [that’s how you posture yourself at address]

There’s take-away and backswing.

There’s downswing.

There’s impact.

And there’s follow through.

And you have to keep on plane…

In dentistry….

There are people who buy or start up dental practices who have no experience and no education in running a dental practice.

So they:

  • Try and work things out on their own
  • Ask their spouse how to run a business and what they should do
  • Ask their friends who own dental practices what they should do [not knowing if their friends really know what they are doing….]

In reality…

In reality, the smart thing to do when starting a dental practice would be to hire a dental practice coach who specialises in new practice or new owner practices.

What sort of results can you achieve on your own?

The results you achieve on your own will pale into insignificance compared to the results you will achieve when using professional advice.

Can you imagine what sort of a dentist you’d be if you hadn’t had expert tuition in clinical dentistry at university?

Yet, universities fail dismally in equipping dental graduates in the NECESSARY AND ESSENTIAL BUSINESS SKILLS needed to run a successful dental practice.

If you wanted to learn how to waltz for your wedding…

If you wanted to learn the bridal waltz for your wedding, the simplest thing to do would be to have professional dancing lessons from a qualified dance instructor, rather than tough it out on your own…

If you wanted to get in shape for your wedding day…

If you wanted to get in shape for your wedding day, you could go to a gym and try doing some weights and work it out for yourself, or you could join a gym, hire a personal trainer, and get an exercise and a dietary schedule in place….

And the personal trainer would also be there to keep you accountable…

So that you achieved the results that you were wanting to achieve.

The keys to success:

The keys to success are:

1.Planning

You need to know where you want to go, and where you are starting from.

2. Focus

You need to concentrate on achieving your end result, and on removing distractions that interfere with achieving that end result.

3. Action

You need to know and be clear about what you need to do to achieve the result you are wanting to achieve.

4. Accountability

With all goals, be they GET UP GOALS or GIVE UP GOALS, you need to have someone or some people that you will be accountable to, and who will keep you accountable.

5. Results

You need to measure your progress, and to celebrate your improvements.

Feelings are not measurements. Feelings are fluffy.

Know your measurements and know your markers.
And know your timeframes.

And remember…

“If it has been done, it can be done.”

There are plenty of people who have learnt how to dance, and to play golf.

And there are plenty of people who have learnt how to run successful businesses.

And there are plenty of people who have lost weight and gotten themselves fit.

And most of these people who have achieved these things will tell you that they were glad they used professional advice.

And those who wasted time trying to work things out on their own before seeking professional help will always tell you that their number one regret was that they wish they had sought out that professional advice sooner.

*****

Need your phones monitored?

Are you concerned about the number of calls that are not being answered as best they can be?

You need Call Tracking Excellence.

For the cost of a less than one cleaning per week, you could have your phones being answered much much better….

Convert more calls into appointments…Click the link: http://www.calltrackingexcellence.com

Call Jayne on 1300 378 044 or email Jayne@theDPE.com for more details.

*****

Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order

*****

The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at david@theupe.com

 

Are You Continuously Working On Your Customer Service Processes?

Are You Continuously Working On Your Customer Service Processes?

Are you continuously working on your customer service processes?

This is a very important question.

The key word in this question is “continuously”. Please note that I have chosen to use the word “continuously” and not “continually”.

What is the difference between “continually” and “continuously”?

“Continually” and “continuously” are related words, but they have different meanings.

“Continually” is an adverb meaning “frequently” or “regularly”.

“Continuously” is an adverb meaning “constantly” or “without interruption.”

An email came across my desk this morning:

It was an email from Dan Kennedy, that quoted somebody who had attended a Dan Kennedy live event many years ago where Dan taught two things that had always stuck with this person. These two things were:

  1. “Whatever you’re doing now you’re not likely to be doing it in five years”.
  2. “The only things that happen automatically are bad things…we have to manufacture the good.”

These are profound thoughts.

And they relate very specifically to life in business, and to life in customer service.

Firstly, over the next five years, your business will evolve into something that is different from the way that it operates today.

Sure, in five years’ time, your dental practice will still be providing dental services to patients, but the type of dental services, and the way that those dental services are being provided, will be different to the type of services and the delivery of those services today.

Secondly, and most importantly, for good things to happen we need to work on making those good things happen.

For a garden to grow, we need to plant the right plants, and to fertilise those plants and to water those plants. We need to continuously be nurturing our garden.

The only thing that happens automatically in a garden is weeds, and weeds occur spontaneously, and by the truck load.

Weeds need to be removed manually. They do not remove themselves. And when left unattended, weeds proliferate.

It’s the same with customer service…

The principles of World Class Customer Service may not change in the next five, ten, or twenty years, but the processes of providing that FIVE STAR EXPERIENCE will certainly evolve.

Similarly, the WORLD CLASS standards that your business and your employees need to be aspiring to need CONTINUOUS application and attention and practice, to ensure that those processes are always EXCELLENT, and are always striving WITHOUT INTERUPTION for improvement.

Those organisations that continuously seek to improve will always stand out as exceptional in their fields.

That’s why the provision of Customer Service will never be a given.

Providing Customer Service of an excellent standard is a choice.

Continuously providing a World Class Experience for your customers, clients, and patients is indeed a mission.

And that mission has its rewards. Rewards for the customers. And rewards for the businesses that create and maintain the World Class processes.

*****

Need your phones monitored?

Are you concerned about the number of calls that are not being answered as best they can be?

You need Call Tracking Excellence.

For the cost of a less than one cleaning per week, you could have your phones being answered much much better….

Convert more calls into appointments…Click the link: http://www.calltrackingexcellence.com

Call Jayne on 1300 378 044 or email Jayne@theDPE.com for more details.

*****

Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order

*****

The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

Email me at david@theupe.com

 

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