Daniel Bobrow

Team Member’s introduction is okay:

“Yes it is! (MY NAME IS AMY) Who am I speaking to?” Great enthusiasm and tone.

“Are you in discomfort?” Again, good use of the TAFI INTRODUCTION.

Caller’s chief concern is coverage in the dentist’s absence. Otherwise, sounds like an ideal patient. This is what the call handler should recognize and respond to in as enthusiastic and reassuring a manner as possible.

Team member addresses caller’s concerns and gives reassurances: “Doctor is looking for another associate now, we are very flexible, emergency service. …. you can always get in touch with the doctor.” However, the manner of delivery suggested an open-ended timeframe and lack of confidence that, in fact, the practice could accommodate the patient.

“Yes we are (MOST DEFINITELY ACCEPTING NEW PATIENTS!)” – While we encourage call handlers to be enthusiastic, the degree of enthusiasm in this instance may have been construed as desperation for new patients.

While the Team Member did attempt to secure contact information, it was done late in the call, and before the necessary trust level (empathy, and rapport) had been established.

The Team Member is to be congratulated for incorporating the new TAFI Call Handling Technology into her communication. As with any new technology, there is a period of adjustment required to master the material (if you’re a golfer, you know exactly what I am talking about). The improvement comes only after the necessary ‘period of adjustment’ has been completed.

We expect great things from this Team Member, however!

While the call handler begins with a good introduction, including use of the practice’s tagline,  from there on it is the caller who remains in control and, as all TAFI Graduates know, whoever asks the questions controls the call.  This could easily be avoided by employing the TAFI™ Introduction, which is designed to establish rapport, convey empathy, and exude enthusiasm. Equally important, it places the dental team member in control by beginning with simple, close-ended questions (for a refresher of the TAFI™ Introduction, consult CD Number One of your TAFI™ Product.

If you think of the conversation as a tennis match, here’s the ‘play by play’:

Team Member: Nice Greeting and use of Tagline

Caller Question

Team Member: How long have, I’m sorry?

Caller Question

Team Member: Um, 20 years?

Caller Question

Team Member: Uh Huh?

Caller Question

Team Member: Well…we do limited partials, just because Dr. is doing the implants with dentures so partials are with another doctor.

Caller Question

Team Member: mmmHmmm

Caller Question

Team Member: Well, and there’s also other options..

Caller Question

Team Member: Okay?

Caller Statement

Team Member: Feel free to stop by any time. [Friendly Conclusion and invitation to visit. However, the Team Member never attempted to ascertain the identity of the Caller, and so has no way of following up or connecting with the Caller should he actually choose to ‘drop by.’]

Note the missed opportunities to use positive words and to sell the virtues of this practice to the caller. Note too how the team member failed to get into the caller’s rhythm, as illustrated by her speaking at the same time as the caller.

Based on the caller’s introductory remarks, she seems to be on a single minded quest to confirm pricing from a number of sources, and, unless someone she calls is able to effectively differentiate themselves from the others, she will, in all likelihood, base her decision on the lowest price she is given over the telephone.

We do not need to spend time here explaining how this is likely not serving the best interests of the patient.

Let’s ‘reconstruct’ this call to demonstrate how, using the TAFI INTRODUCTION, the outcome might have been different:

Team Member’s Initial Greeting – no improvement necessary

Caller – Hi Nancy, my name is xxxx. I have not been in your office for a long time …. I was wondering what it would cost….

(note the important bit of information shared about a prior relationship with the office that the team member missed).

Team Member – I can certainly help you with that. My name is Nancy, may I ask who I am speaking with?

Caller – Yes this is xxxx.

Team Member – Hello xxxx.  Are you experiencing any discomfort?

Caller – No I’m not.

Team Member – Well, I’m certainly glad to hear that!  You say it’s been a while since you were here – How long has it been? I pride myself on knowing all our patients and want to be sure I remember you!

Caller – (response does not matter)

Team Member –  Great.  Well, we appreciate you offering us the opportunity to see you again.  Could you please tell me about what has happened, which leads you to believe you need xyz procedure?

Please note who is now in control of the call.

While the team member did begin by advising the caller of the need to see her before being able to provide a reliable estimate of necessary or recommended procedures, she quoted prices for a crown.

The TAFI INTRODUCTION permits one to establish rapport, convey empathy, exude enthusiasm, and subtly, but importantly,  gain control of the call to help the caller understand how it is in her best interest to receive the benefit of a complimentary ‘meet ‘n greet.’  Under these circumstances, the caller is reminded of the relationship (which, we can only hope, is a good thing) with the office, and see how it is in her own best interest to come in for that examination.

The call handler’s tone is rather flat, almost depressing. She does vary her tone later in the call, but more variation would be even better.

She laughed when Caller stated she had repeatedly received ‘flyers’ in the mail. Preferable would be to enthusiastically acknowledge and thank her for agreeing to call in response to “Our New Neighbor Invitation!”

In general, the call is competently handled, albeit with a rather low score in terms of establishing rapport or conveying empathy.

When someone talks about their child, especially challenges associated with that child, it typically represents a wonderful opportunity to demonstrate your caring and thereby connect with the Caller e.g., “Oh I understand that. I have kids of my own. How old is yours?”

The call handler did manage to inject a bit of humor, which is always nice and helpful.
Stated, ‘We’re only here until ….’ which sounds like a negative limitation. Preferable to say, “Well, we’re actually available to see patients until…’

Uttering single word responses, e.g., ‘Right.’ while not necessarily perceived as negative, miss an opportunity to show interest in, and caring about, the Caller’s question.

In like fashion, “You’re looking at about 3:30” is a bit dry, if not harsh. Instead, try “We’d be delighted to see you at 3:30 if that works for you, CALLERS NAME.”

Strive to insert “I understand,” “I agree,” and “You’re right” as much as possible into your communications with prospective patients.

She did use the Caller’s name when saying good-bye “Okay. Thanks, Inez bye-bye.” Preferable would have been, “Thanks so much for thinking of us, Inez. We look forward to meeting you and welcoming you to our practice soon!”

Greeting

• Good use of inflection
• Lacks the practice’s tagline (distilled statement of purpose and benefit – who you are, what you do, for whom you do it, and WHY)!

Rapport & Empathy

• Connected quickly by using the caller’s name and expressing sincere appreciation: “Well. thank you for calling US Jane!”
• Enthusiasm
• Commented on how beautiful the new practice is (which is particularly important, as the caller may now need to travel a bit farther than she thought)

Control of The Call

• Call handler provided pricing and essentially attempted to diagnose dentistry over the telephone. While she is clearly knowledgeable, and may even be right, it is appropriate to provide information and make clear to the caller that a complimentary meet ‘n greet be offered so the caller can receive reliable information and options, and ‘…see if we are the practice for you.’
• Also, the call handler attempted to create urgency, which is appropriate, but unfortunately, did so just when the caller should have been given ‘space’ to
• She did an effective job of selling benefits, but did not allow caller to respond
• “If you pay me cash”
• Turned age into a negative. Asking age was appropriate but if news is bad, no reason to go there. Basically suggested the caller wait until she was older to get the discount.
• Should have gotten contact information to send info or, at least, to follow up after a reasonable amount of time had passed.
• Call handler did sell benefit of team being ‘tenured’

The main ‘takeaway’ from this example is of the importance of explaining how it is not in the patient’s interest to attempt to diagnose dentistry over the telephone and how there are many options, one of which could better suit the caller than whatever it is may have been suggested thus far: “That’s why we offer a complimentary meet and greet with Dr. X, so he/she can help you decide which course of treatment is best for you.”

On balance, the call handler did an effective job working with this, admittedly motivated, and largely “pre sold” caller.

The caller was a bit of a ‘hard driver,’ opening with a lengthy and spirited statement.

This can tend to throw a call handler off her game but, by keeping to the TAFI Greeting and Intro, it is easy to regain control, and satisfy the caller at the same time.

Caller: “I will be a new patient, received offer, overdue (good buying signals!) I need this and this, and am wondering what insurance you take” Paraphrasing caller.

Team Member: “Actually we’ll be considered out of network……” preferable Intro “I can help you with that, this is NAME. With whom am I speaking?” but recovered by sharing “…so there is no obligation.” then began to discuss payment terms. It is far better is to wait until after empathy and rapport are established, then discuss what the patient can or cannot do with respect to insurance. It is also preferable to avoid such ‘insurance company controlled’ terminology like ‘out of network’ that has an ‘intended by the insurance companies to discourage patients from working with a non participating provider’ negative connotation.

Instead of keying in on the one most challenging part of the Caller’s statement, namely, the ‘insurance question,’ the TAFI Intro permits one to establish rapport, convey empathy, and exude enthusiasm while at the same time addressing the caller’s question about dental benefits.

Team Member: “Actually, we’ll be considered out of network” “We are not…” “Cost is such and such”
Please refer to your TAFI Materials for preferred verbiage for handling such a question.

Preferred next statement would be…
Team Member: “Thank you NAME for calling us. Are you in any discomfort at this time?” SHOWS YOU CARE

The Team Member did recover a bit by stating that, because of the complimentary offer “There’s no cost anyway,” and by having an upbeat and enthusiastic tone to her voice. She then, however, began stating terms of payment (see above) before even knowing the person’s name, but she did, to her credit, listen well enough to know who to weave the fact he is in school with limited availability into her response.

It is typically risky to move to make an appointment without first connecting emotionally with caller with itafi greeting and intro

The Team Member did begin to establish rapport, albeit later in the call than we would like to have heard. She also could, and probably should, have emphasized how great the new practice location is because, if the caller thinks the practice is closer than it, in fact, is, that could discourage him from keeping his appointment.
She ended on a nice upbeat note, but waited to get the caller’s name until the end of the call.

In general, the Team Member will do a better job connecting with callers by allowing the caller to finish his statements i.e. not interrupt the Caller.

She did take time to, at the end of the call, listen to the Caller’s expression of hope that his new dentist will take good care of him, and she did, albeit only briefly, acknowledge that he will, indeed, be pleased with the caring he will experience at this practice.

The Team Member’s enthusiasm and authenticity helped her to connect with the Caller, which is a most valuable asset indeed!

What we liked: Good Inflection

What we would have liked:

• For the call handler to have used the TAFI Introduction Sequence, specifically, to get and use the caller’s name, and thereby make an emotional connection as well as take control of the call by being the one asking the questions
• To have listened closely to understand that indeed the caller knew he was calling a dental office, and wished to learn how they could help him
• To have not fallen into the Self-Fulfilling Prophesy Trap by assuming that this patient was of ‘low quality.’
• To have early on in the call established rapport, conveyed empathy, and exuded enthusiasm so she could ask if the caller would like to come in for a visit.
• To have sold the virtues of the practice instead of making neutral or negative statements e.g.:

o   “We just do dental work.”

o   “..not the insurance part.”

• To have heard the call handler recognize the caller’s question about periodontal disease as an opportunity to learn how the practice could help the caller

Sadly, the Team Member failed to connect with the caller, primarily because, while she did employ the TAFI Greeting, she failed to use the TAFI Introductory Script, which sets the stage for a positive call outcome:

TAFI Greeting

— Thank you for calling PRACTICE NAME where we TAGLINE. This is YOUR NAME. How may I help you?

TAFI Introductory Script

— I can help you with that, my name is YOUR NAME. With whom am I speaking?

— Are you in any discomfort presently CALLER’S NAME?

— Who may we thank for referring you to us?

— Would you mind if I place you on hold for just a moment, so I can get to my desk, and give you my undivided attention?

Instead, she immediately went into an elaborate (and excessive) reply to the caller’s question about insurance, using negatively charged words and phrases such as “We don’t”, “We are not”, “I don’t know” and “You have to.” She did this before ever:

· Establishing Rapport

· Conveying Empathy

· Exuding Enthusiasm

or

· Taking Control of The Call By Asking Questions

Note further that she failed to request or use the Caller’s name, which makes it that much more of a challenge to connect with the Caller.

Preferable would be to first connect with the caller by using the TAFI Introductory Script, then using phraseology such as:

— If you wish to have a third party reimburse you for your treatment, we are happy to process the paperwork for you.

— Our Benefits Coordinator NAME’s job is to help you maximize the benefits to which you are entitled.

— ‘That’s why we make it easy for you to experience for yourself if we are the practice for you by…’

— ‘All financial considerations are shared in advance of any treatment’

— ‘..because we never let affordability get between you and the care you want and deserve’

Consequently, her valiant “11th hour” attempt to schedule the appointment was doomed to failure.