Being a successful dentist comes down to one thing.
After 35 years of practicing dentistry and growing my business to include 14 dental offices with 160 employees, the single most important skill I’ve developed is the ability to communicate with team members and patients.
Think I’m kidding? Overstating things a bit?
Let’s assume that all dentists have the basic skills to perform the procedures described on their websites. So what is the factor that differentiates one dentist from another? I’ll tell you right now that it’s a dentist’s ability to communicate with his or her patients that will propel the business forward through retention and referrals or hold it back as patients move on to a dentist they like and trust more.
People are not sheep. The person sitting in your chair now is not the same as the person who was occupying that same spot an hour ago. Every patient is different and you need to be able to adapt your communication skills to reach each and every one of them so they feel valued. How well you to communicate is a crucial part of doing your job and will help you keep your dental patients coming back year after year.
A communications expert I worked with once, Mr. David Wolf told me that he observed that many dentists come from a more ‘scientific’ background, which is factually true. He also discovered that we tend to be introverts for the most part.
He was right. As a group, we tend to focus on technology and rely on our clinical skills to deliver the best care possible to our patients.
But that isn’t what keeps patients coming back. How we talk to and deal with them is key to patient retention.
You probably already have well trained front office team that determines the customer experience right up until they sit in your chair. But from their it’s all you. How you communicate from that point on will determine if that patient will become a regular contributor to your bottom line results.
Patients want to know you care. They already assume that you know how to do the A, B and C procedures competently or they wouldn’t let you near their mouths in the first place. What they really want is for you to connect with them emotionally about the work they’ve requested or you’re recommending.
And he knows that once you “get it right,” it’s not a great leap to replicate that success over and over again.
Today, in addition to his work as an actual dentist, Dr. Coughlin coaches, consults and speaks to dentists across the country on how to build the practice of their dreams – based on proven processes and procedures.
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