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Give Patients a Reason to say
“Yes”
Positive Attitude is a Competitive Advantage
Give Patients a Reason to say
“Yes”
Staff Motivation
Customer at the Crossroads
Land of Business as UsualSeeking a “New Place”
» Land of Catchy Slogans» Land of Big Promises» Land of Lofty Vision
It is your attitude, not your aptitude, that determines your altitude. -- Zig Ziglar
Land ofBusiness as
Usual
Land of
Catchy
Slogans Land of
Big Promises
Land ofLofty Vision
Staff Motivation
» Understanding & Identifying Basic Patient Needs» Creating & Implementing Service Systems» Dealing with Problems & Complaints » Setting the Stage for WOM Referrals » Selling “the Experience”» Creating Passionate Team Members
Land of “Walk the Talk”
Survey
Engaged Not EngagedActively Disengaged
* Gallup Management Journal, January 2006
27%14%
59%
The Golden Rules
TREAT—others the way you’d
like to be treated— with dignity,
respect and courtesy
EMPATHIZE—customers need to believe you feel their pain, concern, etc.
LISTEN—to understand the
facts and emotions behind
the patient’s state
ATTITUDE—more important than skills and can be
contagious
“Signature Customer Service”
Do You See……. What Your Patients See?
The Boring Figure - wikipeida
Do You See……. What Your Patients See?
The Boring Figure - wikipeida
Survey: “Nose or Chin”??
Customer Service…
It involves the WHOLE TEAM!
Continues with follow up phone calls and written correspondence after the procedure!
Continues during the exam
Continues when the patient meets the staff
Continues when the patient enters the office
Starts on the telephone
-H. Jackson Brown
“Never forget, a person’s greatest emotional need is to feel appreciated.”
Important and Appreciated
• Becomes more personal• Friendly instead of sterileUse their name
• Be excited for them• Congratulate them for coming in
Acknowledge the decision is a big step
• People like to have their feelings validated• Helps them feel at ease• Go above and beyond – anticipate their needs!Give anecdotes
Re-engineering the Entire Practice
Doctor Techs Staff
Are you all on the same page?
Train & Involve Your Staff
Influence
Compliance
Dominance
Steadiness
DiSC - How do you fit together?
http://discpersonalitytesting.com/free-disc-test/
Train for Service Excellence
» Match training to service standards» Equip the team with hard & soft skills» Keep training» Who needs to be “retro-fitted”» Measure your Patient’s Experience» Scheduled
˃ “Mystery Shoppers”˃ Patient Surveys
» Participant Survey
A Positive Attitude
» Is attractive and contagious» Promotes teamwork» Increases productivity» Seeks opportunity in every
difficult situation» Reflects peace» Wears a SMILE!
Of all the things you wear..
…your expression is the most important!
Applying Customer Service
Made to Feel Welcome,
Comfortable &Oriented
EstablishedTrust &Rapport
ConsistentService &
Follow-Through
EmpowermentThrough
Education
Safety & Security(Feeling in Control)
Recognized as an
“Individual”
Financial Counseling/Affordability
17
“Hierarchy of Patient Needs”
Power of the Daily Huddle » Drives change
» Changes habits» Real-time coaching» Involves whole team» Puts customers first» Discipline of doing it» Make it FUN
Leadership
Contact
» Every contact point between the patient & staff member should have a distinct & memorable opening
» 15% - Technical Skills» 85% - Communication, Presentation, Get Along,
Rapport, Emotional Intelligence
People Buy Who You Are… Not What You DO
Customer Requirements(Understand the Mind of the Consumer)
Customer Satisfaction
Quality Value
Service
Customer Requirements(Understand the Mind of the Consumer)
Customer Success
Quality Value
ServiceExam
Experience Price
It’s About A Feeling
» People base decisions on how they “feel”» It’s not just about great technology» It’s not just about great doctors
» It’s about FEELING like you made the right choice!
Refocus Your Team
» Your front line is your bottom line» Under promise and over deliver
˃ Personalize the experience» Implementation
Refocus Your Team
» Your front line is your bottom line» Under promise and over deliver
˃ Personalize the experience» Implementation
For a Successful Patient Journey
Building Patient Rapport
Confidence through Communication
55% body language38% tone7% words
Confidence Builds Rapport
Great body language – impacts your attitude and can be used to impact others in a
positive and predictable way.
Building Patient Rapport
» 55% of overall communication is body language » “Turn on” before speaking to a patient, what’s your trigger?» Vary your body language based on the patient.» Stay upbeat, especially when managing patient expectations
and scheduling the procedure.» Have a passionate state and reflect this through your body
language when talking to a patient.
-Pete Cohen
“Attitude is the mind’s paintbrush, it can color any situation.”
Building Patient Rapport
» Proactive – confident and self-assured. These patients are knowledgeable and will be coming in seeking facts and assurance of your qualifications.
» Reactive – aggressive and focused on understanding how they will benefit.
» Inactive – timid and questioning of benefits
Patient Attitudes to Recognize:
-Harvey McCay
“If you wish others to believe in you, you must first convince them that you believe in them.”
» Everyday, we live our life with our beliefs.» Beliefs help us respond to situations & stimuli.» We carry mental recordings of our past in our minds & replay
them in certain responses. Known as stimulus (S) response (R) or S R.
» Many times this is an instinctual response & we don’t think.» Need to change this to S T R where T is thought or
thinking.» Think about your response first and modify it to optimize the
desired result.
Building Patient Rapport
Beliefs – your beliefs give you the certainty you need to be confident in providing the best level of service to your patients
Focus on patients and their needs:
Building Patient Rapport
» What can you can do for your patient?» Be curious about their lives, why do they want your services?» Be associated with their needs before they walk in the door.
Remember why we’re in business – to best serve our patients!
Flexibility – being flexible or adaptable is crucial for demonstrating and understanding your patient.
Building Patient Rapport
» Every patient is unique & you must adjust your style to connect.
» Be flexible with your style because you work with different types of people.
» Identify the patient’s style˃ Visual˃ Auditory˃ Kinesthetic
Engage imagination
Building Patient Rapport
» Engage them on how they will look & feel after….» Patients buy elective procedures for possibility reasons, not
necessity reasons like a heart bypass.» Focus them on what you’re offering.» Boost their self-esteem through the whole process.» Remember the outcome. » Use “what questions” – what will you do when…. or what are you
going to do differently?
– the patient picked your practice for the consultation!
Rapport – building a relationship with the person to whom you’re interacting.
Building Patient Rapport
» Pay attention to responses. Patients will engage if communicated to in their preferred channel.
» Channels – visual (like to see), auditory (like to hear) and kinesthetic (like to feel).
» You need to care – align with their concerns.» LISTEN - Most are only 25% effective at listening. We have
two ears and one mouth for a reason – listen twice as much as you talk!
Give Patients a Reason to say
“Yes”
Learning to Listen
Learning to Listen
We have two ears and one mouth for a reason, we need to listen twice as much as we talk.
» The average person listens at a rate of 500 words per minute, but speaks at the normal rate of 125 to 250 words per minute.
» Listener’s mind dwelling on other things » Listening skills are poorest when interacting with the people
we are closest to family and co-workers
Failure to LISTEN
» Building the Relationship» Understanding Motivation» Addressing FEAR» Comfortably discussing MONEY» Getting Contact Information» Following up on “Pre-Sold” Inquiries
Failure to LISTENLeads to Failure in:
The Voice and Customer Service
» Your voice and its tone are the most versatile tools you have. » It can translate your message into:
˃ Concern, care, compassion˃ Conversely, it can convey boredom, neglect or contempt˃ Goes a long way in helping customers feel valued and cared for˃ Remember, “It’s more than what you say, it’s how you say it, too!”
Listening
Listening
» Don’t jump into the discussion» LOOK for individuality
˃ Personal Item˃ Appearance˃ Body Language
» Comment on… » Connection to…
˃ In the Moment
LOOK Before You Talk
Embracing SILENCE
» The 10 Second Pause˃ Count to 10 after you ask˃ Encourage Elaboration˃ Demonstrate Listening
» The Lincoln Approach˃ When asked how he prepared his speeches:˃ “I spend two-thirds of my time thinking about what the audience wants
to hear, and one-third on what I want to say”
Listening
Encourage Staff Listening» TEAM Effort to Report
˃ Telephone Comments˃ Exam Comments
» Process of Recording˃ Database Notes˃ Flags in Charts
» Have Regular Meetings˃ Role Play Exercises˃ Discuss Patient Comments
Listening
» Build the Relationship» Don’t Answer Unasked Questions» Match Your Prospect’s Tone» Ask for Commitment Upfront» Sell Emotion, Increase Credibility» Deal With Price Head On
˃ Believe In Your Price, Procedure, Practice, Surgeon, Team» Allow Prospect to Close
˃ “What would you like me to do now?”» Continue Relationship
˃ Post-Sell˃ Ask for Referrals˃ Stay In Touch
Putting “Listening” Skills to Work
Listening
EVERYONE On The TEAM Is Involved At One Point Or Another!
Let’s Review
In Closing…
» Prepare and do your homework.» Come alive.» Engage the patient and get his/her attention.» Get them to trust you and like you.» Create interest by making it important for them.
Remember…You must be
committed to customer service
EVERY day, EVERY patient!
Thank You for your attention & participation!
I encourage you to take personal responsibility for the success of your practice.