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!
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!
Starting with September’s 2016 Call of the Month, we are offering a Cash Award to the Team Member who best demonstrates his/her Mastery of The Art of First Impressions!
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
Empathy is Everything
Master Telephone Communicators, what we like to call TAFI Masters , know that the keys to connecting with Callers include: establishing rapport, conveying empathy, and exuding enthusiasm.
The Team Member begins the call with a strong greeting, and even uses the Caller’s name at various points in the call (although we always like to see the Caller’s name used early and often). She also uses excellent vocal variety, that is, a nice use of inflection, tone, and resonance of the voice.
What we find rather lacking in the call is the Team Member establishing and continually demonstrating empathy with the Caller and her situation. While this lack of empathy may, in part, be explained by the fact that the office is closing, and the Team Member is on the phone with an insurance company, this raises the important point about prioritizing calls. When a prospective patient calls, that call needs to be placed front and center. Because the average lifetime value to a practice of a new patient is around $6000, and we are in the business of helping people with their oral health needs, a new patient call must always take precedence over a call with an insurance company. As the Team Member was able to place the insurance company on hold, why could she not either call them back, or ask them to continue to hold? If this is a consistent challenge faced by the practice, there are several excellent services, which can largely relieve the front desk from taking valuable time confirming coverage, eligibility, and other such reimbursement-related matters.
Speaking of placing a caller on hold, the final statement of The TAFI Introduction™ offers a way to do so courteously and professionally. Instead, the Caller was placed on hold for nearly two minutes, being forced to listen to silence. This is also where a well produced, and regularly updated On Hold Message System in tandem with deft application of The TAFI Introduction™, can prove invaluable.
Issues with empathy continue throughout the call. When the Caller shares that, within the prior year she was abducted, held hostage, and savagely beaten, it’s clearly appropriate to acknowledge the Caller’s plight. Instead, the Team Member responds with “Ya, before you go on anymore…”
Another missed opportunity to show empathy, and to connect with the Caller, is when she shares “My teeth were gorgeous and now i’m so embarrassed,” as well as when she shares that she is “…a victim of violent crime” and the Team Member responds with “Okay, so you need to set up an appointment then?”
Still another opportunity to establish rapport is when the Caller shares “I’m a Level I Trauma Nurse – Oh I miss it so much.” and the Team Member’s response is ” Okay.” And again when the Caller says “The right side of my face is broken.” to which the Team Member replies with “Right, right. Okay.”
The Caller is clearly motivated, and has the means to pay to have her dental needs addressed. It is, therefore, in everyone’s interest to see this patient as soon as possible.
On the plus side, the Team Member rather quickly realized that the Caller was not adamant about seeing the same dentist she’d seen 23 years earlier. Specifically, she deftly offered the option by saying “I would be happy to see you if you’d like to schedule here.”
The Team Member also asks the Caller about discomfort, which is a definite indication of empathy, but waits to do so until rather late in the call.
TAFI Masters know that, while it is essential to gain control of the call, it is equally important to do so in as courteous and professional a manner as possible. This is where The TAFI Introduction™ proves indispensable.
To place this particular call, and TAFI Training in general, in perspective, I want to share that I know this Team Member. I know that she is a genuine, caring professional who has deep compassion for her patients. In other words, and this is what TAFI is all about – we cannot teach people how to care. What we can do is help them demonstrate that caring more effectively over the telephone. You’ve heard me say (and write) it before:
people don’t care how much you know
until the know how much you care.
And that caring begins with the first call to your office.
Daniel BobrowAugust Call Analysis and Recommendations
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
“Insuring” a non appointment
While the Team Member seems to have a firm grasp on the practice’s place in the panoply of third party payers, it was unnecessary and counterproductive, both for the practice and the Caller, to insist on sharing that information with the Caller.
As all TAFI™ Masters know, converting prospective patient calls into solid patient appointments requires to, as early as possible in the call, establish rapport. convey empathy, and exude enthusiasm, all while asking the right questions in the right way at the right time to identify what is important to the Caller, and how the practice can help the Caller find a solution to her issues and wants.
Because “confused people do not buy,” it is important to remember that, while a Caller may begin the conversation with a question about insurance or price, that is not why the Caller is contacting the office today, nor is it what is really most important to them.
Be careful not to answer a question that is not asked. Educating patients about dental insurance, while laudable, is never appropriate during the first contact. If the practice accepts the Caller’s insurance, simply share that fact with them.
One final comment about ‘the insurance question: stating “We’re ALWAYS considered Out of Network,” with a tinge of pride only serves to further confuse and alienate the Caller.
Always avoid addressing a comment from your Caller, for example “I’m sorry for being so ignorant.” with “It’s okay.” (!) Simply blame yourself, then find a way to let the Caller know that you do not think they are being ignorant!
Another thing to avoid at all cost is to become (or at least never to show that you are becoming) impatient with the Caller, for example, by raising your voice, or talking over the Caller.
Some more general comments and observations include:
The Greeting should be made slowly and clearly, with an enthusiastic tone of voice
The Team Member should clearly identify herself
Close adherence to The TAFI Introduction™ will ensure the Team Member gets and uses the Caller’s name, which is the first step toward showing concern for the Caller.
Remember: people don’t care how much you know until they know how much you care.
People should avoid what is termed in public speaking the Upswing Voice, that is, ending most statements with a tone suggesting the statement is a question. This suggests a lack of confidence on the part of the Team Member.
When the Caller stated she was “…looking for a periodontist who does implants on a ppo.” the appropriate response, which would have set the tone for a positive conversation might have been
“I can help you with that, my name is YOUR NAME, may I ask who I am speaking with?”
“This is CALLERS NAME.”
“Hello CALLERS NAME. I want you to know that we have many patients with your insurance! Are you in any discomfort presently?”
Had the call begun this way, it is likely the outcome would have been an appointment, and a long time happy patient.
Daniel BobrowJuly Call Analysis and Recommendations
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
The title of this Month’s might rightly be…
Empathy Rules!
From the start, the Team Member showed a high degree of concern for the Caller’s challenges in finding a suitable dentist for her and her husband.
This call may have, on the surface, sounded simple to handle but, had the Team Member not done such a wonderful job of establishing rapport, conveying empathy, and exuding enthusiasm, as stressed in The TAFI Introduction™, it may well have ended differently.
Note how she acknowledges and addresses the Caller’s less than positive previous experience with dentistry, and supports her decision making process. This all goes a long way toward establishing a positive connection, leading the Caller to trust the Team Member and, by extension, the practice.
Examples of how the Team Member exuded enthusiasm included when referring to the Offer she said “Oh yeah, that’s a nice one too!” and how she “talked up” the dentist in general.
Also great was how she used the opportunity to book two, not just one, appointment. “Well now are you both due? (for an appointment)” was her (assumptive close) question.
She also was non judgmental when the Caller stated it had been at least a year since she’d seen the dentist.
The icing on the proverbial cake was exhibited when the Team Member filled a hole in the schedule by offering an appointment ‘today.’ But she was not done yet!
The Team Member closed by demonstrating her ability to direct the new patient to the office. She then went ‘the extra mile’ by offering the same Special Offer (best not to use ‘coupon’ but it certainly did not hurt in this instance) to the caller’s husband.
This TAFI Master understands that such ‘qualifying questions’ such as those concerning insurance are best left until after the patient has been sold on the appointment.
She even helped direct the Caller to the practice website, thereby demonstrating even more Value and Caring to this new patient.
Bravo!
Daniel BobrowJune Call Analysis and Recommendations
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
In listening to this call I was reminded of a title I sometimes use to introduce my telephone skills mastery coaching clinics:
Welcome or Do Not Disturb?
While the Team Member’s greeting was pleasant and cheerful, that, regrettably, was its high point.
Callers for whom English is not their first language can indeed pose a communication challenge. Fortunately, use of The TAFI Introduction™, along with Active Listening Technique, are more than up to the challenge.
Of more fundamental concern here is that the Team Member seems to have quickly ‘sized up’ the Caller as one who did not represent a fit for the practice. This is clearly evident by the Caller and Team Member dialogue. For example:
Caller: “Do you pull out teeth that are damaged?”
Team Member: (after requiring Caller to repeat himself) “Okay are you a patient here?”
[What is the purpose of this question?] then “Excuse me?” [He was not the easiest person to understand and Active Listening does take some time and training].
Caller: “My wife has teeth that keep breaking. Pieces are coming off for some time she needs to have [it] pulled out.”
Team Member: “We don’t… we refer out to an oral surgeon.”
Caller: [understandably confused] “You don’t pull out teeth?”
Team Member: “We do but..”
[At this point the Team Member begins to search for ways to discourage the Caller from becoming a patient of the practice.] It seems that, even if an oral surgeon is necessary, the practice indeed has one who comes in to the office. The Team Member next attempts to discourage the Caller from setting an appointment e.g. “You must set that up way ahead of time.” and “Do you have dental insurance? and finally “We are not in network… you need to call someone on the back of your card to receive full benefits.”
We’ve all heard the admonition to “Never judge a book by its cover.” We hope you heed this warning. Your practice, your patient, and you will only benefit when you do.
Daniel BobrowMay Call Analysis and Recommendations
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
There is no question that this caller presented a number of challenges. At the same time, a prospective patient who so clearly states what is important to him can be one of the easiest people to convert to a first appointment, and long time patient.
The first question asked by the Team Member was “Do you have insurance?” TAFI Masters know this is best asked as a qualifying question only after it has been determined that the practice can help the patient, that is, during the (final) appointment scheduling phase of the call.
The Caller had also to contend with background noise and music, which underscores the value and importance of a sound dampening cordless headset solution. AIM Dental Marketing® can help with this.
Use of The TAFI Introduction™ would have placed the Team Member in a far better position to manage the call, and schedule a firm appointment.
As usual, the key to connecting with any caller, especially one who seems bent on steering the direction of the call, is to subtly, but effectively, assume control and management of the conversation (as the expert, you owe it to the caller to guide them to the decision, which is best for them)! This is done by establishing rapport, conveying empathy, exuding enthusiasm, and employing effective listening technique to completely understand what is important to the caller, then explaining the process the practice and Team employ to meet, or exceed, the new patient’s expectations of caring, quality, and value.
Words and phrases such as “we don’t do that”, “you must”, and “we can’t” are not part of an effective initial (or any!) patient conversation. Words such as ‘concerned,’ ‘proud,’ and ‘conservative’ go a long way toward allaying a callers concerns about ‘price and pain.’ Were the Team Member to have worked these phrases into her communication with this caller, the outcome would have likely been far different.
Daniel BobrowApril Call Analysis and Recommendations
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
The Team Member cheerfully greeted the caller, using a nice vocal tone.
She did get the caller’s name, although the manner in which this done was a bit abrupt:
“Okay can i have your name?”
instead of what The TAFI Introduction™ advises, namely:
“I can help you with that. My name is NAME. May I ask with whom I am speaking?”
She did use the Caller’s name early in the conversation; a great way to establish rapport with the Caller.
She also set the tone by telling the Caller “I can help you with that.” She followed it with “but I need to ask you some questions.” This is an effective way to gain control of the call. Use of The TAFI Introduction™ achieves the same goal, while simultaneously establishing rapport, conveying empathy, and exuding enthusiasm, as well as gaining control of the call. This is because The TAFI Introduction™ has built into it questions, which place the Team Member in control of the conversation, to guide the Caller to the decision (appointment) that is best for them.
The Team Member also asked about discomfort, which is a great way to show the Caller you care.
She then explained how the Caller could use the Offer extended through the mailed New Patient Invitation to maximum advantage (note that New Patient Invitation sounds more professional, and suggests greater value than does ‘the post card’).
The Team Member also did a nice job of confirming that the Caller was familiar with the practice location.
Finally, the Team Member effectively scheduled the appointment by offering the Caller a preference of either first available or a particular day.
When she said “I need to let you know your first appointment is 70 minutes,” it rather sounded more like an inconvenience than the value it truly is. Another possible way to have presented this is “Dr. NAME looks forward to meeting you and is committed to ensuring the examination you receive is the most thorough you’ve ever experienced. During the examination, he will [states features, and translates into benefits here]. The appointment will be around seventy minutes, and I wanted you to know this in advance.”
On balance, the call was well handled, as evidenced by the fact it resulted in an appointment!
Daniel BobrowMarch Call Analysis and Recommendations
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
The Caller was calling on behalf of her disabled husband.
The Team Member was courteous and showed empathy for the Caller and her situation though, given the condition of the Caller’s husband. might have been more so.
While not much of a factor in this particular Call, the practice would benefit from an On Hold Message system. Fortunately, the Caller was placed on hold for only a relatively short period.
It seemed apparent that the Caller wanted to find a way to schedule an appointment for her husband, and was seeking guidance in that regard from the Team Member. It’s a tough call (literally and figuratively), as it is understandable why the Team Member may not want to schedule an appointment, which cannot be kept.
The Team Member did a nice job of acknowledging the Caller’s courtesy of freeing up the ‘phantom appointment.’ She also did a good job of using the caller’s name, thereby further demonstrating empathy and caring.
Daniel BobrowFebruary Call Analysis and Recommendations
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 January’s Call of The Month
» Call Analysis and Recommendations
Knowing your coverage is the best policy yet.
This month’s COTM concerns the practice’s participation in a particular insurance plan. While the Team Member begins with a rather strong Greeting, being upbeat, thanking the caller, clearly stating the practice name (but not tagline) and asking how to be of assistance, that is the high point of this call.
Because the Team Member was not versed in the practice’s insurance offering, she actually lost a patient whose insurance the practice actually accepts.
The main lesson of this call, therefore is to know thy offering.
The other key takeaway is that use of The TAFI Introduction™ achieves the essential objective of connecting with the caller and managing the call to a successful outcome.
The caller was placed on hold for nearly 30 seconds which, given that the practice has a regularly updated on hold message system, is within acceptable limits (60 seconds or less). Had the Team Member listened carefully to what the caller said she would have already known which plan was being discussed, and not needed to inconvenience the caller by placer her on hold.
The other consequence of this call is that now the caller, if asked about the practice by anyone with the same insurance will suggest they not bother calling this practice.
Finally, had the Team Member remembered that no one ever calls an office simply to learn about insurance, that is, they are calling today because of a dental-related need, she could have accurately addressed the insurance question, then moved on to learning why the caller was calling now.
Daniel BobrowJanuary Call Analysis and Recommendations
