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THE NEW ROLE OF TODAY’S DENTAL TEAM |
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Linda L. Miles |
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IT’S ALL ABOUT ENERGY! When
asked to describe the ideal dental auxiliary, we all think about
their ability to perform the duties they were hired to do. We
also remind ourselves of the importance of their professional
appearance, their team attitude, and their passion for being an
outstanding caregiver to the patients they serve.
What stands out most in my mind besides the above-mentioned
attributes, is the staff members’ ability to communicate in an
energetic manner. Dentist employers can’t put a dollar value on
outstanding communication skills, especially if they are a
natural trait. While dental professionals go to classes or
seminars that teach even the most timid behavioral style to
communicate, they can read books on the subject, and memorize
scripts, but born-in enthusiasm is a true gift.
With the first greeting on the telephone, patients and potential
patients can tell whether the scheduling coordinator is happy,
tired, bored, rude or enthused about the practice in which she
works. Callers can detect the energy level of those within the
entire practice. On a scale of 1-10 with ten being the highest,
how does your office rate? This does not mean that every person
answering the telephone must sound like a fresh Alka-Seltzer
dropped into a glass of water. Quite the contrary! What it does
mean is that the tone of voice must be sincere, energetic,
friendly, and knowledgeable. This person must sound happy to be
there and welcoming of those who make that call.
IT’S ALL ABOUT ENERGY! When patients walk into the reception
area of your practice do they know you are in the dental
business? Does your reception area resemble an art museum, an
insurance agent’s office or your local law firm? Energize your
reception area by having beautiful artwork of the smiles you
hope to create or have already created. There should be no
question in the minds of the people who enter your front door
(even the mail or UPS person, that you are not JUST another
dentist, but THE dentist! This energy walks out of your office
and back to work or home with every visitor each day. Make no
bones about it, you and your team are proud of what you can and
have done to improve your community, one smile at a time!
IT’S ALL ABOUT ENERGY! When the dental assistant or hygienist
seats their patients daily, do they lumber into the reception
area to greet them like snails on Valium, or do they have a
spring in their walk and talk? Is this just another day in the
life of a burned out professional, or is this the golden
opportunity that presents itself one to two dozen times per day
to make a sincere difference in the lives of the patients they
serve? Are the clinical staff members excited about modern
dentistry and what it can do to change the lives of these
patients? Have they been trained and trusted to get really
involved with the chairside communication skills, which, by the
way, is a major part of case acceptance? Patients accept
treatment plans when the person communicating is more excited
about the end results than they are! Why? Because dental
professionals have seen these results many times. The patient
rarely has.
IT’S ALL ABOUT ENERGY! During the procedures when staff members
are alone with the patients, are they encouraged to “talk
dentistry” or do they spend 75% of this opportunity chitchatting
socially? In the new roles for the dental team, offices that
excel in communication skills spend 75% of their time “talking
dentistry” and only 25% talking socially. Case acceptance
increases tremendously! In this “down time” when the dentist is
out of the treatment room is a wonderful time for the staff
members to educate the patients on dental procedures and the
exciting products. So many dental professionals have a
tremendous hang-up about the word “selling”. They need to get
over it and believe that connecting their patients with
wonderful products and services is what the visit is all about.
In fact, in one of my seminars entitled “The Art of Selling
Dentistry”; I reiterate the importance that “selling is
serving”! As amazing as this misconception is, it is the
professional who is afraid of being labeled a salesperson who is
actually the worst customer a sales person has ever seen when
they are the customer. Maybe, just maybe, there’s a connection
here? Most people who enjoy selling have total respect for those
in a sales position, they also have total respect for the person
being sold and “selling” or serving comes easy for them.
IT’S ALL ABOUT ENERGY! Dentists can’t expect their staff to be
more excited about dentistry than they. As the leader, on a
scale of 1-10, how energetic are you (is your dentist) each
morning you arrive (he or she arrives) at the office? Are you
(they) enthused or setting an example of total boredom? Pick out
the most successful dentists in your community and they all have
something in common, a passion for what they do and how they do
it. They exude confidence to their patients and to the entire
team. They see their work as an art form that brings joy and
value to those who receive it. The staff gets energy just by
being in the same facility with them each day. They continuously
upgrade their skills and knowledge by going to seminars and
realize, “school is never out for the pro”. They take their team
to annual conferences like the ADA to celebrate their successes
and meet and mingle with others that have or strive to have high
impact practices. They realize that giving back to the well they
drink from is what dentistry and life is all about. These
forever students usually share their knowledge with new dentists
who have a thirst for becoming the best of the best. Do your
patients and practice a favor and make 2007 the year you put
ENERGY into your lives and daily existence.
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