S is for steadfastness. These people are hard to crack. They are almost always on an even keel and may even be perceived as somewhat slow, not because they are inept but because they must analyze everything word by word. They may barely smile at a funny joke, but inside they think it is hysterical. Give these people all of the information possible about your proposed treatment, but do not push; they need time to process the information and make a decision.- C is for conscientiousness or cautiousness. These people typically are classified as engineers. They require detailed information. They need the components of the material you are going to use and the process. They are interested in structure and stability. Give these people lots of information, but do not center the discussion on the way the treatment will make them look or feel; they tune this part out.
While DISC is an important tool in categorizing personalities, there are other effective tools that you can use to gain your patients' approval. Start by portraying yourself as human. While dentists may be perceived as society's elite, putting yourself on your patient's level is key. Greet your patients by name in the reception area. Share a cup of coffee with them. Always make patients feel important and keep them at the center of your attention.
Subconsciously, subtle body language - like chair positioning - is very effective in communicating with patients. Have you ever thought about where your chair sits in relation to your patient's chair? Is it too close? Is it too far away? Is it too high? These factors influence what patients think about you.
I always sit in what I call "striking position" - beside the patient, forward in the chair from the hip-against-hip position. This way, I can look the patient in the eye and be close enough to touch his arm comfortably. My chair is always slightly lower than the patient's, so he can look slightly downward at me.
When discussing treatment, it is important to make patients feel important, as if they have the upper hand. Placing yourself in front of the patient shows respect; you can look the patient directly in the eye. By placing yourself within arms reach, you are able to show empathy through the use of touch. When your chair is lower than the patient's, he feels a sense of control over the situation.
I also use a technique called mirroring, which simply means placing your body in a position that very closely mimics that of the patient. Don't take this literally to mean playing monkey see, monkey do, but if the patient is sitting with his arms across his chest, then you should do the same. If the patient is sitting back, relaxed, with legs crossed or folded, you do the same. This allows the patient subconsciously to relate to you and sense comfort in what you are doing. It is easier to trust somebody who is like you than someone who is not. Psychology is powerful; it can be used to gain the advantage over a less desirable situation, like being in a dentist's office.
Now that you have a way to analyze your patients and communicate with them effectively, how do you commit them to treatment? The answer is value. Patients must sense value to want to purchase your services.
Everyone has a different definition of value. Value to the insurance-conscious patient translates into benefits. If the benefit does not cover the estimated cost of treatment, the patient may see little value in it and feel resentment. While insurance-driven patients do exist, they are not the majority. I believe that the majority of patients want better-than-average treatment because they value themselves.
Consider the retail industry. If everyone wanted just average, then there would be no high-end stores like Nordstrom, Dillard's, or Saks. These stores cater to a different clientele than that of Wal-Mart, K-Mart, or Target. In fact, those who shop at high-end stores probably shop at Wal-Mart as well. So, why is it that people still continue to shop at Nordstrom and not Wal-Mart exclusively? Again, the answer is value.
To create value, you must create a buying environment. It is important to make your practice stand out. In the example of retail, we see the concept of a buying environment exemplified in the high-end stores. These stores are well-kept with organized merchandise, excellent customer service, and knowledgeable personnel. If the retail industry has been successful at doing exactly what we dentists strive to do, why reinvent the wheel?
Getting patients to accept the treatment they need requires dental offices to operate like retail. Your office should be clean, organized, and service-oriented, and your team should be highly knowledgeable. A comfortable office environment speaks volumes about the service you offer. Your service should be over and above that of the best retail store, and your team should be so well-trained that the only thing that would inhibit the running of the office would be your absence.
Provide some luxuries for your patients to enjoy. Add special touches over and above customer service. Give your guests five-star service - fresh fruit, cookies, magazines in the reception area, massage cushions, aromatherapy, movie glasses in the treatment areas. Give patients what they don't even know to ask for; go above and beyond their expectations.
What do we do when we encounter people who simply do not fit the mold? As we said, you can't be everybody's dentist! Acknowledging this fact early on will enable you to eliminate the headaches that come with such patients. Sometimes the only solution is to not perform any treatment at all.
It is impossible to treat every patient, so don't. If there's not a match between you and the patient, don't enter into the relationship. There is nothing wrong with dismissing a patient, and there is nothing wrong with not accepting a patient. Treat patients only under the philosophies and parameters on which you have established your practice.
Patients are the lifeblood of our profession, but sometimes they can be difficult. They come from all walks of life, have different personalities, and are as difficult to understand as we are. You can't live with 'em, and you can't live without 'em. Stay tuned.
Coming up …
Next month, we will explore the profession's supposed loss leader - the hygiene department.
