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April 4, 2008

By JoAn Pickett-Majors

It's at the core of great customer service everywhere--"under-promise, over-deliver."

Think about the last purchase you made at a significant cost: how did you feel when you wrote the check? I'm always in search of a great service story. Whether at dinner, purchasing clothes, or on hold with a dealership about car service, I wonder what promise they will make and if they will live up to it.
What if we, the implant team members, decided not to make a promise we couldn't over-deliver on?

It is a simple concept that makes a huge difference to patients, especially in terms of repeat business and referring other quality patients to the practice. "Under-promise, over-deliver" is something we regularly remind teams of during trainings. Patients love it when they discover our service is better than they imagined and better than we suggested it would be.

If you are not 101 percent sure that you can make a 56-year-old patient's papilla look like it did when she was 26 and had her original anterior teeth, then why say it? Although many times we can expect outcomes this remarkable, what if this patient happens to be the one for whom it just doesn't happen? In implant dentistry we like to say that placing the implant is like placing a wedding ring--you're married to them now.

Don't misunderstand what I'm suggesting. Patients only know what they know--they don't know what you know. Most of the time you've helped produce incredible results, but be careful because patients will remember the exact picture you showed them or the exact words you said. Why tell them they'll have "no more sore spots" with the appropriate structure design and denture support?

Instead, tell them their sore spots will be dramatically reduced and the denture will be stable. When they have no more sore spots, you're a hero! It's a lot more gratifying than being the villain who did not deliver on a promise.
For the record: just because you didn't say it doesn't mean they don't think you said it, "Doctor!"

If a team member misspeaks, the patient often perceives that the information came from the doctor. Team members must understand how powerful our words and actions are to build or destroy relationships in the practice. Patients will believe well-trained and well-trusted team members.

Consider a perfect specimen of an over-denture. It snaps into place and fits beautifully with no real movement, but there is an area where food still gets lodged underneath. The disappointed patient will address all complaints with the haunting phrase, "But you said, "time and again. As we all know, patients often feel more inclined to ask (or repeat) a question after the doctor leaves the treatment area. So to ensure success, take the "under-promise, over-deliver" oath as a team.

Team members have a vital role in implant dentistry because it's an area where misunderstandings run rampant. We must be crystal clear what we say to patients. If you have not taken the time to do an implant FAQ with scripted answers the group agrees on so everyone can speak with confidence, then call a team meeting and get your pen and paper out because your words are crucially linked to the success of the implant treatment your doctor offers. If you don't believe in it and can't wholeheartedly support it, don't think for one minute patients won't figure that out. When they get mixed signals, expect a train wreck!

When patients ask how long something will last due to their urgent schedule and upcoming class reunion, the wrong information can cause real heartache. However, when we understand the subtle nuances of our words, team members can take patients to a new level of satisfaction. Preface comments with something like, "In instances like this, I've seen Dr. Majors work wonders." This allows you to brag on the doctor's skills and leaves an open end for details that shouldn't be discussed at this point.

So take time to prepare as a team. What you don't know can hurt you. Not asking the questions and preparing the answers the doctor wants (in your own language) will surely come back to bite you. It's been happening for years! A patient leaves a practice due to a misunderstanding, and the team member never knows they played a role in it. More importantly, the doctor never gets to make it right.

Furthermore, by taking time to prepare answers to important questions for your team, you avoid the old "spray and pray" method, which is, spray something and hope it sticks. It's better to have a team meeting where you ask and answer the questions. If you don't invest time in the front end, you won't be able to save your back end!

For a free list of Frequently Asked Questions and answers, make a request to PennWell Implant FAQ, subject line, PennWell Implant FAQ.

Bio
JoAn Majors, author of the Open the Door to Your Purpose series and founder of training LLC Dentistry by Choice, is described as a team member who has temporarily left the office. Her highly sought-after presentations are known for their authenticity, humor and engagement. Her specialty area is working with teams from traditional industries such as banking, real estate, health care, education, and her favorite--dentistry--to produce non-traditional transformation with profitable people skills. A member of the National Speakers Association and International Federation for Professional Speakers, she's serious about her seminars and crazy about her clients. Contact JoAn at (866) 51-CHOICE or Dentistry by Choice. The time is now, the choice is yours.

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