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.’

» Click here to listen to December’s call

Call Analysis and Recommendations

This month we take a listen in on a TAFI practice’s outgoing message, aka voicemail.

What we most like about this OGM is its length or rather, lack thereof. It is a mere 20 seconds long yet covers almost everything required. People appreciate brevity and convenience, and here’s one way this practice demonstrates its commitment to serving its patients.

The message is clear and concise: vocal inflection and pacing are also present.
While this is an example of an ‘open office OGM’ meaning it is heard by those calling the office during office hours and assumes that any messages left will be responded to promptly e.g., within an hour, it would not be appropriate for those calling after hours. For such messages, it is important to emphasize the concern the practice has for any caller with an emergent need by clearly stating the procedure for connecting with the practice in the case of an emergency.

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.’

» Click here to listen to November’s call

Call Analysis and Recommendations
This was a somewhat challenging call owing to the poor connection combined with the caller’s rather heavy accent.

In answer to “How are you?” the Team Member answered “Good!” While this was done in an enthusiastic manner, it’s always better to follow such a question with “I’m well. How are you?”

While the general tone of the Team Member is pleasant, her energy level is rather low with little variation, suggesting a lack of enthusiasm at the prospect of inviting a new patient into the practice.

She misses a number of opportunities to establish rapport, convey empathy, and exude enthusiasm. Had she employed The TAFI Introduction™, not only would she have done so, the appointment would likely have been made in less than half the time (2 or 3 minutes instead of over eight minutes). Time is money!

It is also interesting to note that this call is an excellent example of how so called ‘anecdotal’ lead tracking is of questionable value – the caller attributes his call to a referral from another doctor when, in fact, he was using a telephone number appearing only on the direct mailer used by the practice to attract new patients.

The Team Member could also be a better listener, as much of what she asked the caller to repeat could have been heard correctly the first time. We did like that she did not ask about insurance until later in the call. Conversely, it took until nearly half way into the call before the Team Member got the caller’s name (and then never used it). She did get the child’s name earlier, but that’s not who she is talking to, and is really only important as part of the appointment scheduling process (toward the end of the call).

Speaking of the child, the Team Member could have demonstrated genuine concern by, instead of assuming the appointment was for a consultation, asking if he/she (we never learned which) was in any discomfort, or needed any kind of immediate care.

While the practice has an on hold message, the quality of the sound is poor and in need of attention.

The Team Member asks “Where are you located?” which was presumably for the (laudable) purpose of helping the caller find the practice. Yet, she never got around to asking that, relying instead on the caller to at last ask “Where are YOU located?”

The Team Member also seems to resort to the use of “O.K.” a lot. These sort of ‘filler words’ detract from effective communication.
Note too how later in the call there was a prolonged period of dead air punctuated by background noise. This is why the use of a cordless headset (which dampens ambient noise) represents such a good investment.

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.’

» Click here to view October’s Call of the Month – PDF

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.’

» Click here to listen to September’s call

Call Analysis and Recommendations

The emphasis on this Call Of The Month is empathy, which, as all TAFI Masters know, is defined as:

A relation marked by harmony and conformity. It is the ability to not simply understand, but feel, the other’s perspective and situation.

Establishing empathy early in the conversation is essential to connecting with the caller, which is itself a necessary precursor to effective call management.

While the Team Member featured in today’s call was not rude, she also missed opportunities to demonstrate caring and empathy. In this instance, it was the Caller who used the Team Member’s name and was quite polite.

The Team Member’s responses were primarily ‘ya,’ ‘hang on,’ ‘we don’t,’ as well as talking to herself.

Mastery of The TAFI Introduction™ transforms calls like this into solid patient appointments. Try it for yourself.

Replay the recording, then pause, and use the TAFI Intro – you’ll hear the difference!

Because First Impressions Don’t Always Wait, this month, we take a look at, and listen to, three outgoing messages aka voicemail.

As always, we ask that you first please listen to the three sample outgoing messages (OGMs) below before reading our evaluations.

While doing so, evaluate each OGM using some of the same criteria as when listening to live calls, remembering that, although it is a recorded message, there is a real person receiving that message. Therefore, establishing rapport, conveying empathy, and exuding enthusiasm are as important as ever.

1. OGM Sample 1

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2. OGM Sample 2

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3. OGM Sample 3

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EVALUATIONS

As TAFI Masters already know, your outgoing message constitutes an important aspect of your prospective patient communications strategy. People call when it is convenient for them, not you. That’s why a carefully crafted and delivered outgoing message helps ensure a positive first impression, whenever your next new patient chooses to call.

General Considerations

• Most telephone systems today allow you to specify zero rings when your office is closed. That way, you offer your caller the convenience of connecting with and being able to leave a message for your office that much quicker.
• Avoid Reference to Hours & Other ‘Fluff’ – sharing hours may be appropriate for a dry cleaner or pizza restaurant, but not a dental office. If anything, sharing your hours gives callers one less reason to leave a message.
• The length of your message should never exceed 30 seconds (20 seconds is better).
• Be Enthusiastic! Vary the tone and resonance of your message. Show people you care about them, even when it’s not ‘you’ talking to them.

OGM Sample 1

This office employs several doctors and so has chosen to use an automated attendant to route calls to the desired party. The OGM commences after only one ring, which is good. In this case, it took over 1.5 minutes for the caller to reach the desired party, and was then disconnected! Exactly why is unclear (the caller apparently assumed he would recognize her, but was mistaken). With hope, this is an isolated incident.

The tone of the voice reciting the message is professional, but lacking in enthusiasm. The practice’s tagline is not offered, and the message is rather matter of fact.

OGM Sample 2

It took four rings before hearing this OGM. Again, the tone is rather flat, though the message does offer a nice Holiday wish at the end. At 53 seconds, the message could be shorter (simply removing reference to hours would save some time, although hours were shared quite quickly). Use of the office’s tagline (if you have one) is a great and simple way to exude some enthusiasm about the practice.

OGM Sample 3

Part of the issue here is how carefully a caller needs to listen to know what to be done (the length and inability to actually connect with a live person always raises into question the propriety of referring to it as a ‘hot line’).

As with OGM Sample 1, the tradeoff between automation and loss of the ‘personal touch’ needs to be considered, and a balance struck, which best suits your practice.

Here’s some verbiage to consider in crafting your winning outgoing message (should take no more than twenty seconds to deliver):

*Your Tagline Is: an expression of your Ultimate Value Proposition

Please listen to the call, 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.’

» Click here to listen to July’s call

Call Analysis and Recommendations

We chose for this month’s COTM a particularly long call. We did so because it beautifully illustrates so many of the distinctions that TAFI offers, and Master Telephone Communicators employ.

This practice offers an in office dental savings plan. The caller had already chosen to proceed with the Plan, and then received a direct mail solicitation.

Rather than respond in a defensive or argumentative fashion, the Team Member enthusiastically welcomed the caller’s questions, and worked to help him to first understand his options, then choose the best course of action for him and his wife.

Listen for the Team Member’s deft use of:

• The TAFI Introduction™ (I especially love her delivery of the practice tagline)
• Listening
• Silence, to allow the Caller time to digest and formulate his responses, as well as share what’s important to him, and the Team Member’s
• Translation of attributes (features of the Dental Plan) into benefits (what’s in it for the Caller)
• Empathy, Rapport, and Enthusiasm to connect with the caller and keep the tone of the call positive

The Team Member deserves special kudos as this was the first call of its kind she received.

She did a wonderful job retaining her composure, while showing respect and support for the caller.

When interrupted, the Team Member stopped talking.

She calmly explained the two types of x rays.

She enunciated, used good inflection, and maintained a positive energy level.

Again, she demonstrated excellent use of the TAFI Distinctions: Listening, Questioning, Patience, Empathy, Rapport, and Enthusiasm.” She did not rush or judge. She used the Caller’s name, and that of his wife.

She even handled the “What would you do?” question well. It is clear that she has no agenda, other than to help the patient.

And, because people tend to remember the beginning and end of an interaction, be it a movie, book, or conversation, the Team Member concluded the call in a most positive manner.

Please listen to the call, 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.’

» Click here to listen to June’s call

Call Analysis and Recommendations

Regrettably, this Team Member seems bent on screening the caller and getting off the phone as quickly as possible.

When we hear calls like this, we suspect a clear message is being sent (either explicitly or perhaps subconsciously) from ‘above’ that the office ‘cannot be bothered’ with connecting with any but the most highly qualified prospective patient. The consequence of this is that the practice does not grow as quickly, or help as many people as it otherwise could, and the Practice Owner and Team don’t even know it!

Using the guidelines as presented in The TAFI Introduction™, evaluate the Team Member’s ability at:

• Establishing Rapport
• Conveying Empathy
• Exuding Enthusiasm
• Asking the right questions in the right way at the right time
  and
• Employing active listening technique to learn what’s important to the caller

The one thing the caller did well was to Gain and Maintain Control of the call. Unfortunately, she did this to the exclusion of the above.

Please Remember This…

Please listen to the call, and then read our Evaluation.

» Click here to listen to May’s call

Call Analysis and Recommendations

The Team Member started off with a terrific introduction: upbeat, enthusiastic, with an excellent tagline.

Instead of responding with ‘okay’ to the Caller’s first three questions, use of The TAFI Introduction™ would have allowed the Team Member to establish rapport, convey empathy, and further exude enthusiasm, all while gaining control of the call.

The lack of an On Hold Message may well have made the hold time rather uncomfortable for the Caller (as well as risked having her hang up). It is also advised to formally request permission to place a caller on hold. When the office manager took the call, she should have apologized for the delay.

In general, the Team Member did a good job of gathering the Caller’s information and subsequently following up on her request.

Please listen to the call, and then read our Evaluation.

» Click here to listen to April’s call

Call Analysis and Recommendations

In listening to this month’s call, as with all calls, ask yourself how well the Team Member

• Establishes Rapport
• Conveys Empathy
• Exudes Enthusiasm
• Asks the right questions in the right way at the right time
• Employs active listening technique to learn what’s important to the caller

and above all

• Gains and Maintains Control of the call

“If we’re going to do business together, the details can wait. If we’re not going to do business, the details don’t matter.” — The Art of First Impressions™

How would you describe the Team Members tone? Is it upbeat? Enthusiastic? Full of Passion and Energy?

How well did the Team Member remain true to The TAFI Introduction™ ?

Did the questions the Team Member asked encourage a connection with the caller? For example how appropriate was the question “Has it been a while since you saw the dentist?” What might have been a preferable question to ask?

How prepared was the Team Member to handle an inquiry prompted by the direct mailer being sent by the practice?

How might the following statement have changed the tenor of the conversation, especially if shared early in the call?

We’re Delighted you found us!

Remember that, regardless of whether the caller is gathering information for herself or another, the caller’s initial goal is to make friends with the caller.

Ending the call with enthusiasm is important, and the Team Member did end it in a pleasant enough manner. Unfortunately, the call ended without an appointment. How might the outcome have been different?

General Considerations

TAFI Masters know that when we say something is just as important as what we say.

Just as a builder lays the foundation of a house before adding the remaining structure,
telephone skills mastery entails a recognition of the vital importance of first connecting
emotionally with a caller prior to discussing details.

It also requires that the Team Member be the ‘tour guide’ of the call. Imagine visiting Washington D.C., The Grand Canyon, or Machu Picchu and, just as the guide is about to begin her presentation, someone at the front of the crowd says “Hey, why is the Washington Monument white?” If the tour guide answers the, now emboldened, tourists question, he might continue with “Did Washington really throw a silver dollar across the Potomac?”

If, as is the case, the tour guides objective, and the (rest of) the audience’s desire, is to gain a deeper appreciation and understanding of the history of one of the most iconic structures in the world, it’s easy to see how relinquishing control of the conversation to someone who lacks the knowledge and passion of the tour guide does a disservice, not only to the audience as a whole, but even to the attendee who wrested control from the tour guide.

It’s no different when someone calls your office.

It’s also important to recognize that most initial statements made by prospective patients are merely ‘conversation starters.’

Thinking back to our ‘bar scene days,’ when someone asked you “Do you come here often?” I can pretty well assure you that the person asking this question did not really care how often you frequented the establishment – they were simply trying to get to know you, and may not have known what else to ask.

It’s no different when someone calls your office.

They may be asking “How much does a crown cost?” but what they really want to know is “Are you trustworthy?” “Do you deliver treatment in a caring and comfortable way?” and “Will I receive value?”

The question you want answered, quite simply, is: “Why are you calling us now?”

To get to the point in the conversation where the caller is comfortable sharing this vital information with you, the simplest and most time efficient way we’ve found to accomplish this is through use of The TAFI Introduction™ .

Please listen to the call, and then read our Evaluation.

» Click here to listen to March’s call

Call Analysis and Recommendations

Because this is a ‘growth area’ for many practices, and because it underscores the importance of ‘knowing what we’re selling,’ we chose this month to evaluate a call made in response to a specific service (CPAP alternative) offered by the practice.

We were reasonably impressed by the Team Member’s knowledge of the service and its relative merits vis a vis traditional CPAP treatment.

We would like to have heard more translation of attributes to benefits (people always listen to ‘radio station WIFM’ i.e. What’s In it for me?), and of course, use of The TAFI Introduction™ to connect emotionally with the caller.

Because inquiries concerning obstructive sleep apnea often are made by spouses/significant others, an addition to The TAFI Introduction™ should include asking “Are you calling for yourself, or someone you care about?”

Reducing verbal ticks such as ‘um’ helps to instill a sense of trust, confidence and authority. When deciding what to say, silence is always preferable to ‘um’, ‘so’, ‘you know’, and ‘uh.’ Crispness and clarity are what we listen for in a Master Telephone Communicator.

The Team Member gets kudos for waiting for the caller to return to the line (the call was edited down – hold time was actually close to two minutes – here’s where a cordless headset comes in particularly handy, as it permits one to ‘multitask’ while waiting for the caller to return to the line).

We would like to hear more space, and even some silence, between when the caller finishes talking and the Team Member responds/initiates. We heard a lot of the Team Member ‘talking through’ the caller.

Some verbiage the Team Member used, and we liked, includes:

• “We work closely with your treating physician…”
• “We pay attention to his (the patients) particular situation.”
• “His condition does not sound severe so (he’s a) perfect candidate for it.”
• “(We offer a) no obligation test…”