Why do we forget that? Why do most of us as dentists, or logical people think that we can win our game with the force of facts? That if we tell someone that they have this disease or problem or has this opportunity, that the actual facts of the situation will carry the day.
Perhaps, as rational dental school graduates, we have gotten ourselves through undergrad school and dental school with our mastery of facts and regurgitation of facts and figures. And then we get to our practices, and we dealing with people who aren't impressed with data, but are swayed by emotionally appealing behavior!
Think back to when you fell in love and decided to get married. Was that done on the basis of a fact analysis, of doing a risk/reward analysis on this person versus any others? I don't think so.
When you go and buy a car, and you sit behind the wheel of that new BMW or other fine car, and you are flooded with positive feelings, of expectations and visions of driving, owning and enjoying this car, and you aren't really thinking gas mileage, or length of the warranty, you are saying: "This is just so cool!" Admit it, that is true, isn't it? But then, when you are getting serious about it, having those facts and figures are a good way to rationalize your emotional decision.
We have all probably heard this before, but how many of us have thought about how to apply this to our patients, and our practices? Just like we need some expert help in deciding to buy that BMW or Macbook pro, our patients need help in honoring their emotional brains to buy what they want and need. They need emotional support, not facts about occlusal prematurities or fracture lines.
What I propose is that your dental practice success depends on how you create a great buying environment, a great emotional atmosphere where people FEEL GOOD about buying the services and actually the benefits of your care. They have to feel good when they call the office the first time, they have to feel good when they walk in the door, and they have to feel good all the way through the whole examination and consultation process, feel like their needs are being addressed, their questions being answered, and their comfort being assured!
It all starts with your intent, your design of the whole process, and your vision in making sure it follows the contour that you intend. And your team is so much more important in doing this than the dentist, no question. The dentist isn't the most valuable or most effective communicator on very many teams, and it is doubtful that yours in an exception.
My next blog will focus on the actual steps you might take, sequentially, to make this happen.
Have a great Holiday season!
