Daniel Bobrow

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to September’s Call of The Month

» Call Analysis and Recommendations

Life’s a Game of Give and Take

Take Control and Give The Caller What They Want!!

The first question, which TAFI Masters always ask themselves is, “Why Now?” So often, Team Members are led and controlled by the Caller because the Team Member, having only the best of intentions, believes that a direct and immediate answer to the Caller’s question is ‘The only honest way to respond.’

While it may seem honest and respectful, if the goal is to empower the Caller to make an informed decision concerning their oral health needs, communicating in this way may do a disservice to the Caller.

While I did like the Team Member’s vocal variety, that is, her inflection, and the air of authenticity in her communication, she clearly would benefit from mastery of The TAFI Introduction™, which offers a framework to harness and leverage such communication strengths.

The first important fact to recognize is that nobody calls a dental office solely to learn about dental coverage. People have better things to do with their time than that!

This, and every Caller to your office is calling now because they have a dental need: the ‘Are you in my plan?’ question is akin to a young man asking a young woman, ‘Do you come here often?’ It is merely a conversation starter. By the way, it is also the same as the ‘How much does a crown cost?’ question!

This call was made by a prospective patient who had received a direct mail invitation and asked a question about insurance coverage. She also shared that “We live nearby.”

As noted, The TAFI Introduction™ offers Team Members a framework upon which to build a relationship with a new Caller. Once mastered, it becomes a simple matter to connect with any Caller, for instance, by asking if they are new to the area and by acknowledging that confirming dental coverage is indeed an important question. The key point is to deftly and respectfully acknowledge the importance of the question, then move on to ascertaining why the Caller is calling today. This is accomplished by a component of the TAFI Curriculum called The New Patient Matrix wherein TAFI coaching subjects are taught how to deftly manage ‘the insurance question.’

This Team Member, who has yet to be trained in the technique, nonetheless does a reasonable job of acknowledging the question by placing the Caller on hold to confer with her colleague (presumably the practice’s benefits coordinator). Incidentally, the Caller is placed on hold for 52 seconds, which, because the practice does have an On Hold Message, is an acceptable period of time, albeit at the upper end of the range. While she did not answer the Caller’s question, she did get her contact information, although now the Caller is expecting a return call solely to answer her question about insurance. Nonetheless, it was done in a respectful and cordial way.

We would also have liked to hear the Team Member get and use the Caller’s name. As Dale Carnegie is known for having shared: “A person’s name is the sweetest sound they will ever hear,” and is a terrific way to show Callers you care about them as a person.

We liked hearing how the Team Member’s parting words were delivered in a pleasant manner and how, at last, she used the Caller’s name.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to August’s Call of The Month

» Call Analysis and Recommendations

YES WE DO!

On this COTM, we hear the Team Member begin with a pleasant and upbeat greeting.

The Caller then asks: “Does the practice offer orthodontic care/Invisalign…?”

Rather than replying in a confident and upbeat manner, the Team Member’s response is almost faltering:

“We have an um the orthodontist uh in the group….”

Use at this stage of The TAFI Introduction™ would allow the Team Member to tactfully and respectfully gain control of the call.

The reality is that this practice offers everything the caller wants but, because the Team Member failed to express it in an authoritative way, and because she never managed to gain control of the call, may well have lost an opportunity to connect the practice and the Caller.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to July’s Call of The Month

» Call Analysis and Recommendations

Remember to put the ‘co’
In Communication

The Team Member clearly understood, and enthusiastically conveyed, the value of the practice’s Teeth Whitening Offer. You could almost hear her ‘wind up and pitch.’ It’s great to have an understanding of, and enthusiasm for, any offer the practice is making.

What we’d like to hear more is adherence to The TAFI Introduction™, which would have permitted the Team Member to connect emotionally with the Caller early on in the conversation, as well as gain control of the call.

While the Team Member was able to schedule an appointment, it was clearly not a ‘solid’ appointment. The need for the Caller to wait for her appointment longer than she wished, a legitimate drawback, could have been minimized if the Team Member had made a stronger emotional connection with the Caller. Ways to achieve this include:

• Getting and using the Caller’s Name early and often in the conversation
• Allowing the Caller to express herself without being ‘talked over.’ It’s important to remember that silence can be every bit as important in effective communication as is talking
• Gaining control of the call by respectfully asking the right questions in the right way at the right time.
• Recognizing that communication involves an exchange of information, as opposed to a monologue presentation. The same information, when imparted as a series of mutually respectful exchanges, almost always leads to a greater emotional connection than does listening to one person speak for most of the call in a nearly unbroken monologue.
• Modifying the ‘scheduling question’ to “Is there is a best date or time, or would you prefer first available?”

As noted above, part of successful sales is diminishing drawbacks by ‘accentuating the positive.’ In this case, the Team Member could elaborate further on how the Caller’s patience will be rewarded “It’s worth the wait!” as well as by offering to place the Caller on a waitlist in the event another patient should need to reschedule his/her appointment.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to June’s Call of The Month

» Call Analysis and Recommendations

Before You Make The Appointment…

Make A Friend

In this call, the Team Member begins by making the assumption that the caller is a current patient. While not necessarily a bad thing, it diverted the Team Member from adhering to The TAFI Introduction™, which, when employed properly, seamlessly allows you to:

Establish Rapport

Convey Empathy

Exude Enthusiasm

And

Manage The Call by employing the Close, Open, Close Questioning Paradigm to

Ask The Right Question In The Right Way At The Right Time.

The Caller is loquacious and open in sharing her enthusiasm for getting her teeth whitened.

Instead of sharing the Caller’s enthusiasm, the Team Member instead ‘gets right down to business’ asking how the caller heard about the office.  It is unclear why she is asking that question, except perhaps to gauge the effectiveness of their marketing. There are better ways to do this (tracking numbers, unique URLs, etc.).  This question is actually part of The TAFI Introduction™, but is asked to convey confidence and appreciation for the Referring Patient, not to draw insights into the practice’s marketing.

The Team Member then states “Now everybody’s needs are different so I would need to get you in for a consultation with one of the doctors first.” Unfortunately, this comes off as a precondition, rather than an expression of cooperation and in kind  enthusiasm that the practice can indeed help this Caller with what she wants, and not with ‘what we need.’

The Team Member does maintain control of the call, but in a rather ‘no nonsense’ and ‘cold’ sort of way.

It took until nearly a minute and a half into the call for the Team Member to even ask the Caller’s name.  As TAFI Masters know, ‘a person’s name is the sweetest sound they will ever hear,’ which is why it is so important to get it, confirm its proper spelling and pronunciation, and then use it early and often in the call.

We also recommend not asking ‘When was the last time you saw your dentist?’ unless it is accompanied by an explanation as to why you are asking, and how it is the Caller’s interest to share that information  Callers expect and deserve to know ‘what’s in it for me?’

We liked hearing how the Team Member offered to help the Caller find the practice.

Then the Team Member states arriving early is ‘required.’  Why not instead just set the appointment a few minutes early so any paperwork will be completed in time to keep the Team on schedule? Better yet, install online, digitally sign-able, and HIPAA compliant  new patient forms to save everyone the time and hassle of dealing with paper forms.  We can help with this, upon request.

The Team Member did end the call in a cordial manner.  While the appointment was made, the key, of course, is that the Caller keeps the appointment.  This is where connecting on an emotional level with Callers is invaluable – people are far less likely to ‘let a friend down,’ which is why making a friend before making the appointment is such a wonderful (and valuable) thing to do.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to May’s Call of The Month

» Call Analysis and Recommendations

“Priceless”

While the team member communicated in a fairly courteous manner, there is significant opportunity to establish a solid connection with the Caller by getting and using the caller’s name through use of The TAFI Introduction™.

The Team Member seemed anxious to conclude the call.  This can happen when one lacks the skills to effectively gain control of the call to guide the Caller to a decision that is best for him/her.  It also occurs when one falls into the Self Fulfilling Prophesy trap – believing that, because a caller is, for example, asking about price, they are somehow not a ‘fit’ for the practice.

Because the Caller is the one asking the questions, the Team Member is stuck having to respond to his questions.  She also immediately quotes full price for a procedure which, without an examination, is impossible to be sure is the only/best option open to the prospective patient.  She attempts to explain how the price the Caller has been quoted may be lower because it does not include the restoration but, without first establishing trust, the Caller is not interested in hearing such details.

Effective communication requires patiently listening to the Caller.  On more than one occasion, the Team Member ‘talks over’ the Caller and, in general, seems to be anxious to end the conversation.

It is unfortunate that the best the Team Member could do is offer, as a reactive afterthought, a complimentary consultation.

This call might have well gone differently had the Team Member adhered to The TAFI Introduction™.

For example:

Team Member: Greeting (including practice tagline and sharing of Team Member’s name)

Caller: How much does an implant cost?

 

Team Member: I can help you with that. My name is TEAM MEMBER.  With whom am I speaking?

Caller: This is CALLER’S NAME.

Team Member: Hello, and thanks again for calling us  CALLER’S NAME. My name is TEAM MEMBER (unless Caller uses your name, always repeat your name to be sure they have it).  Are you experiencing any discomfort at this time CALLER’S NAME (shows you CARE)

Caller: No I’m not.

Team Member: I’m glad to hear that. May I ask whom to thank for referring you to us? (shows CONFIDENCE that your patients refer other patients to you).

Caller: I received a flyer.

Team Member: Great! You received our New Patient Invitation (flyer may diminish value of your invitation  – do not feel the need to use the same verbiage your caller uses). Allow me to be the first to welcome you to our Practice!(shows CONFIDENCE in your Practice Offering)

Caller: Yes. Thank you.

 

Team Member: Terrific!  Dr. XYZ has Y years of experience with both placing and restoring implants.  To be certain we provide you with the confidence in knowing that an implant,  is the best, most conservative option, would you mind if I asked you a few questions?

 

Caller: No.

At this point, you have established rapport, conveyed empathy, exuded enthusiasm, and gained control of the call.  It’s now time to ask open-ended questions to ascertain what is important to the caller with a goal of inviting him to the office to meet with the doctor and receive what he needs to make an informed decision.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to April’s Call of The Month

» Call Analysis and Recommendations

Knowledge Is Power

By suggesting a specific doctor to treat this young patient, the Team Member did a good job establishing rapport and exuding enthusiasm with the caller. She clearly knows her team and understands its strengths.

Knowing what the practice is doing to generate new business is essential to projecting an image of professionalism and caring. The Team Member was clearly unaware that the practice had invested in a direct mail service. Irrespective of the reason for this, a Team Member should never argue with a patient, especially about whether she has called the right office!

Being in control of the call requires not only mastery of The TAFI Introduction™; as noted above, it also requires knowledge of the practice’s current outreach efforts.

To help with this, place copies of all mailers, internet specials, magazine ads, etc. in close proximity to each telephone.

It is also ill advised to raise the issue of insurance if it has not been raised by the Caller. Once the appointment is scheduled, if any issues in this regard arise, they can be communicated by a subsequent phone call. In this way, the practice has an opportunity to first demonstrate its professionalism and caring with the new patient, thereby minimizing any news concerning reimbursement.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to March’s Call of The Month

» Call Analysis and Recommendations

Great Beginnings

The Caller gets off to a great start with a warm Greeting in which she introduces herself, uses the caller’s name, and thanks her for calling,  From this, it is clear she understands how getting and confirming the proper pronunciation of the Caller’s name is a quick and simple way to establish rapport.

The Call Handler deviated a bit from The TAFI Introduction™, specifically, by asking “How did you find our office” instead of “Who may we thank for referring you?” the purpose of which is to demonstrate confidence and pride in the practice.  She also neglected to ask if the Caller was in any discomfort, which quickly demonstrates caring for the Caller.  Nonetheless, her empathetic  and enthusiastic manner  effectively connected her with the Caller.

Because she listened very well, and correctly judged when it was appropriate to transition from closed to open ended questions, she was able to learn what was important to the Caller, then support the Caller’s decision to locate a more convenient dentist, and begin that association with the treatment of her choosing..

She also asked a variant of the “Do you have a special  day in mind, or do you prefer first available?” as a way to both give the Caller what she wants, and maintain control over the practice’s schedule.

This Call Handler receives an “A” for this call, and is well on her way to becoming a “TAFI Master.”

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™ before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to February’s Call of The Month

» Call Analysis and Recommendations

HOLD PLEASE!

For today’s Call of the Month we direct our focus on what happens when the Caller and Team Member are not in communication, that is, when the Caller is placed on hold.

As devoted practitioners of The TAFI Introduction™ know, a properly produced, regularly updated
On Hold Message System, in tandem with deft application of The TAFI Introduction™, can prove invaluable in converting more prospective patients into solid appointments.  The keys to success include: how to place a caller on hold (by simply using The TAFI Introduction™), the content, relevance, and timeliness of the on hold message, as well as the time the Caller is kept on hold.

Your Permission Please
The statement of The TAFI Introduction™ requesting permission to place a caller on hold is the last question asked of the Caller. This is because it is appropriate to place a Caller on hold only after you Establish Rapport, Convey Empathy, Exude Enthusiasm, and Show Concern and Respect for your Caller.  If the call is an emergency (or is an impatient prospective patient calling), chances are they won’t remain on the call for long.

Perception is Everything
While a professionally produced and regularly updated on hold message can significantly reduce perceived hold time, the maximum time any caller should be placed on hold before hearing from you is one minute.  We chose to retain and share with you the entire time the Caller was placed and kept on hold to give you a taste for just how long this person, who had never before contacted the office, had to wait before hearing back from the Team Member.  To compound this, the Caller was never given a chance to explain why she was calling. As noted above, the typical caller would never wait the nearly two and a half minutes this ‘extremely patient patient’ did.

While an on hold message is a valuable component of your Communications Armamentarium, it’s also a quintessential example of the dictum ‘less is more.’ If you must keep a Caller on hold for more than one minute, return to the line, apologize for the wait, and assure the Caller you will be with them shortly, then keep your promise.  If that is not possible, ask the Caller if you may request their contact information, then promise to call them back as soon as possible.

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™before proceeding to our Evaluation. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

» Listen to December’s Call of The Month

» Call Analysis and Recommendations

Through excellent adherence to The TAFI Introduction™, the Team Member effectively and successfully connected with the Caller by establishing rapport, conveying empathy, and exuding enthusiasm.

The only real suggestion for improvement would be that, instead of asking the Caller when they’d like to come in (because this opens you up to ‘disappointing’ the Caller) ask instead:

“Do you have a particular day in mind,

or do you prefer first available?”

That way, the Caller is still being given the opportunity to state his/her preference without ‘painting yourself into a corner’ in the event you cannot accommodate him/her.

The other observation has more to do with capacity (in the case of this practice, their hygiene department was temporarily short-staffed). Not being able to schedule a new patient within a reasonable time frame can limit practice growth. Of course, you cannot accommodate everyone’s schedule. At a minimum, the Team Member should advise that “…in the event, a patient reschedules their appointment, I’ll be happy to place you on our Waiting List.” That way, the prospective patient provides their contact information (which may also be used to, e.g., enroll him/her in the practice’s email ‘drip marketing’ program – of course, and only, with the Caller’s permission).

Please listen to, then evaluate, the call using the distinctions presented in The TAFI Introduction™. The main benefit of Call Of The Month is to ‘Flex your self-coaching muscle.’

TAFI Master Contest!

We are offering a Cash Award to the Team Member who best demonstrates his/her Mastery of The Art of First Impressions!

» Listen to November’s Call of The Month

Simply submit your Evaluation to DBobrow@americandentalco.com to be entered into our TAFI Master Contest!

The winner will receive a $25 Cash Award!

Of course, the real winner will be your practice with all the additional new patients it will generate because you are a TAFI Master!