Exploring: Communication
“Why did I say that? It’s not what I meant!” by Larry M. Guzzardo Have you ever finished talking with a patient and wished you could take back everything you said, replacing the words with something that sounded better? Why do we get tongue-tied when patients ask questions we know how to answer but are unable to respond clearly? Ask yourself; “How prepared am I to answer questions whenever they are asked, no matter who asks them or where they are asked?” You see, no one can promise that patients will only ask questions at the proper time, exactly when you are ready, and in a place that is appropriate to talk. Consider the individual who calls your cell phone not knowing you are attending a business meeting and not able to talk, even though you answer the call. It’s really no different for a patient. For all they know, anytime they have a question, the time and place is perfect. Isn’t it? Well, not always, and there is a way to tell someone. There is nothing like an interruption to impair concentration and destroy productivity. Instead, when a question unexpectedly pops up, seize the opportunity to connect. Here are some points to consider: 1. Cushion your response by validating the significance of the question and indicating you heard the question before provid ing an answer. Try this; “Thanks for bringing that up.” Or, I’m glad you asked that.” 2. Acknowledge the patient’s concern. “I wouldn’t want to have any treatment done that was not necessary.” 3. Repeat the question for clarity. Don’t get caught answering a question that is not the one the patient asked. “Let me see if I heard you correctly; your concern was …” 4. Answer the question. You don’t need to have an answer prepared; however, you do have to be prepared to know how to answer. Not all questions should be answered exactly the same way. For instance, if the question is hopeless: “Can you help me? I’m just here on vacation and on my way home right now.” It would be best to move on with a quick instruction to help the patient feel more comfortable. “So that you will be able to tolerate the trip home, try …” There is obviously no need to schedule an appointment for this individual.
What if the question is an objection disguised as a question that’s trivial or a put-off? “I’ll have to get back in touch with you. Don’t you think I should arrange for a sitter first?” Patients with small children often have this question/objection. Likewise, often patients will put you off by stating that they need to check with their spouse first. The best response here is one that reverses the question and gives it back to the patient. “I can understand your situation. Since you’ll need someone to look after your child, let’s go ahead and schedule an appointment giving you enough time to make arrangements.” Or; “I’d have to ask my spouse too. What do you think she’ll say?” Stay out of the phone tag game by not giving into trivial concerns or being put-off by teaching patients it’s not so easy to get off the hook with you. Deal with these types of concerns as soon as they occur. Because patients often make an objection by asking a question, using the correct technique while providing them with a solution, provides you the opportunity to neutralize their objection. Sometimes patients ask questions that contain a myth or an old wives’ tale; “I’ve heard that this procedure can cause buzzing noises in your head. Are you sure I should go ahead with this?” A question of this nature requires a response that is an outright denial! “I’ve heard stories like that before and I can assure you it is simply not true.” For the patient who has genuine questions that are actually true, the best response gives you the opportunity to agree with the patient. “That’s a lot of money. I don’t know if I can afford this.” A small fee to one patient can very well be a huge fee to another. Explaining that others have paid more will not get this patient to listen about any financial options available. Avoid an argument and further disagreement by agreeing with the patient. “You are right; I know what that is like. Many other patients have told
… patients often make an objection by asking a question…
Dental Explorer | Second Quarter 2010
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Exploring: Communication me the same thing. We worked out a payment arrangement that was comfortable for their budget. How about working together so we can do the same for you?” What types of questions do you encounter on a regular basis? Are you prepared to answer them? I have been getting many calls regarding fees and insurance participation so I’ve decided to jot my thoughts down about what I would say about the subject in the hopes it will also help you. “Your fees are too high!” “...Often new patients to our practice will tell us how disappointed they were with the results of the treatment from their previous dentist. Usually we find that with the cheaper materials chosen for the procedure, there was no way the dentist could have done any better. That is why Dr. is able to get such beautiful results; he never cuts corners. I would not want him to compromise if it were my mouth.” “...You’re right. You may have noticed our fees are higher and it is because our patients have become accustomed to the best and now demand it. We are proud to deliver a superior service and patients tell us all the time how happy they are with the treatment we provide. They also tell us they think it is well worth the extra cost to get such a beautiful result. We think they are worth it too!” “...Many dentists, in an effort to keep costs down, will compromise on the quality of the materials used. They think that patients will not notice or do not care about how the treatment will look or feel or even if the patient will be able to keep their teeth clean or not. Dr. will not accept a result like that. Our patients have told us they wouldn’t accept a poor result and expect Dr. to keep up with the latest materials and techniques. “...Dr. could keep costs down by cutting corners, but he just will not do it.” “...Yes, this is expensive and you are going to absolutely love the way it will feel comfortable and look great.”
“Why don’t you take my insurance?” In order for Dr. to not have to raise fees, we had to cut down on the amount of paperwork that is required by your insurance company. This does not mean you cannot continue to come to our office or that you must find a new dentist and hygienist to care for you. Our relationship does not have to change at all. You can still be a patient and even continue to use your dental plan to help cover the cost of your care. Of course you can (still) use your insurance here. Many of our patients have your same plan and come to our office. They like the treatment Dr. provides and enjoy our friendly service. I know you will too. Billing the insurance company and each patient is duplicate work, it’s time consuming and very costly to the practice. Dr. does not want to have to cut corners or raise fees to cover this expense.
(Looking for more ways to answer these questions? Visit www.larrymguzzardo.com to download a bonus version of this article.)
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Dental Explorer | Second Quarter 2010
It’s not just words. The environment you are in contributes to your communication as well. The communication process rarely falls apart becautse of the words we use. Fortunately, using the right words isn’t a problem for most of us. When communication is misinterpreted or misunderstood in adult-to-adult conversation it’s usually for different reasons. An effective environment for communication combines your physical surrounding along with your body language and tone of voice. When communication falls apart it’s usually due to these three factors. Increasing your awareness about these communication issues is a powerful step to making sure we’re not doing something that inadvertently detracts from the message we’re trying to send. Prime examples are the embarrassment created when financial arrangements are not made in a private area, or when we attempt to communicate with a patient during a periodic check while the patient is laid back in the chair and not sitting in an upright position were they can talk while looking you in the eye. How about talking to patients while we are sitting and they are standing over us? Do you really think having them look down at us creates an equal environment or vice versa? Other points to keep in mind include the following.
An effective environment for communication combines your physical surroundings along with your body language and tone of voice.
Smile. Not just because we work in dentistry, because maintaining a pleasant expression greatly enhances the tone of the conversation. A scowl, or the forlorn look of someone whose puppy just got run over, serves only as a hindrance. No one can resist a pleasant smile. Try it yourself. Smile at others and you’ll notice them smiling back at you! Make sure you keep an open posture when talking with another person. This means avoiding physical habits like crossing your arms even if you are cold. Although you may mean nothing by it, the message crossed arms sends is negative. It portrays you as an individual who is closed-minded to new ideas or suggestions. Many of us have to make a conscious effort not to cross our arms when standing since it’s such a natural act. Try holding an object in your hands, such as a pen or pad of paper, to eliminate this tendency. It should go without saying; that good eye contact is critical for good communication. You can’t gain acceptance of your recommendations or convince someone of your ideas unless you look them in the eyes.
Exploring: Communication In dentistry we are involved with developing a relationship where our patients can gain trust in us. People often confuse communication with persuasion rather than taking an interactive approach. This can only happen face-to-face, through conversation, listening, and observing. It’s not just words. For instance, if your patients (or staff) are fidgeting, lip biting, or looking out the window when you present treatment, chances are you’re going to run into resistance. We need to learn to pay attention to non-verbal feedback, the types of looks we get and the reaction to comments we receive. We have to be constantly aware of how we are looking to other people. If you notice you are getting resistant non-verbal feedback, stop and attempt to get feedback before proceeding. Try something like “Am I making sense?” or “Am I describing this in a way that makes it easy to understand?” Be aware of your body language. Mirroring someone is a good thing to do. You don’t do this to manipulate someone; you’re doing this to develop rapport. If your patient has their legs crossed, at some point you want to do the same thing.
Sometimes it’s how we say it, not what we say that is remembered.
Sometimes it’s how we say it, not what we say that is remembered. If you use a short tone, then what is received or communicated is “You don’t have time for me; you’re irritated with me,” even though this may not be true. Avoid sighs, yawns, and rushing. Being a good listener is important too. The process of listening includes stopping to pay attention when someone else is talking, making eye contact with the person who is speaking, and waiting until the one who is speaking is finished before responding. It’s a good practice to verify what you heard by stopping during the conversation to summarize and allow the speaker to clarify what they said if necessary. No one ever gets upset because you provided them with the opportunity to clarify. Understanding and mutual respect is promoted when it’s clear that the intended communication has been received. If you talk at someone, you are not communicating. Next time you find yourself in a conversation where you want to make sure there is absolute clarity, keep these pointers in mind.
• Position yourself to avoid distractions. • Use body language that shows you are engaged – for instance, maintain eye-contact, nod your head, raise your eyebrows and lean forward. • Avoid interrupting with questions or assumptions unless it’s to clarify a point. • Adjust your thought speed (most people talk slower than most people think) and mentally concentrate on trying to figure what a person’s message is. • Smile. Be pleasant and positive. • Repeat the concern or response to enforce your listening skills. As your ability to communicate clearly grows, so will your rela tionship with patients. Anticipating their questions in advance will keep you sounding professional and competent. Thinking of what you will say, and how you’ll say it, creates the environment for you to understand your patients and their needs better. When you are confident about your communication with patients, they are more likely to understand your clinical concerns and accept your treatment recommendations.
Larry M. Guzzardo who has co-authored two books, “Powerful Practice” and “Getting Things Done” conducts in-office practice management consultations exclusively for dentists to enhance trust, create organization, increase profits, and to develop patient relationships that last. Larry has presented numerous workshops including: “Winning Patient Acceptance”; “Business Communication Systems”; and “The Leadership Challenge.” Larry can be reached at 800-782-5770 or Larry@larrymguzzardo.com if you have further questions.
Dental Explorer | Second Quarter 2010
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