WIIFM?

No doubt you’ve heard that acronym for years.  What’s In It For Me?  Rather than just shrugging off that phrase as “old-hat” stuff, pause for a moment to consider the meaning in relation to your practice of dentistry.  The majority of us ask that question of ourselves when presented with new information, choices, sales presentations, diagnostic details, etc.  Your patients do the same.  Whether it’s a case presentation, scheduling at a particular time on a particular day, making financial arrangements, or asking for referrals to your office, patients are more accepting and positive about the idea if they understand what’s in it for them.

People buy a service or product or agree to certain conditions based on their feelings.  The “We sincerely care about you.” attitude you and your staff display, the interest you show in patient’s lives and families, the trust you engender in patients, the ambiance of your office---these are the “soft side” of dentistry; the aspects that attract and keep patients.

Studies have proven that most people, your patients included, feel positive about the organization which they patronize, be it health care office or some other business, when they experience three essential feelings:

• A feeling of being consistently cared for---the customer/patient feels the supplier/dentist puts their well-being first and foremost at every contact.
• A sense of confidence in the provider/dentist and his/her staff---your expertise demonstrates that they receive the best, most advanced treatment with the latest in superior technology and materials.
• Trust---patients must develop a sense of trust in you to say what you’ll do and then do what you say at every appointment, no exceptions.         

What is the most effective way to impart these feelings?  The answer---gain rapport with new patients and prospective patients.  Rapport is emotional affinity, a sense of commonality; a reaction of “Hey, I like you!”  Focus on being likeable---people like to do business with/be treated by people they like.  The fastest way to establish rapport is to subtly match or mirror a patient’s body language and speech patterns.  If a patient speaks quickly, leaning forward in the chair, you mirror similar actions.  If the patient is slower of speech, casual, relaxed in manner, you should appear unhurried and relaxed also. Be unobtrusive and selective, choosing to match only a few of these elements in order to create a subconscious connection with patients.

Further, develop a sense of commonality and trust with a patient by asking appropriate questions and carefully listening to answers.  For example:

·         At that all-important first appointment, chat a few minutes to establish a personal-level relationship.  Without being obtrusively personal, find common ground and similar interests, preferences, hobbies, etc., that allow you to connect.  

·         Ask questions to determine the patient’s needs and wants; their previous experiences receiving dental care; what they like or find bothersome when they visit a dental office. 

·         Ask questions that tell you about your new patient’s expectations during an appointment:   “What’s most important to you about your dental (appointment, care, treatment, follow-up, etc.)?”  “What would make you leave our office after each appointment feeling great?”  “Describe a dental office that would be your absolute favorite.”

    

Consider this---patients are looking at what’s in it for them every time they enter your office door.  They accept treatment based on feelings of trust, the rapport they experience with you and your staff members, and the satisfaction of their subconscious emotional needs.  Your team must relate to patients from the initial phone call to a lifetime of dental care by understanding their emotional needs as well as their dental needs---and meeting both.