Dental Tribune United Kingdom Edition

17Practice ManagementFebruary 27-March 4, 2012United Kingdom Edition Vega Dental (CI) Ltd Robin Rock, Le Petit Val, Alderney GY9 3US 01481 824302 / 07781 440531 www.vegadental.com / info@vegadental.com LLLIIIVVVEEESSSHHH AAAAAA TTTTTTKKKIIINNNNNN FFF...III...RRR...SSS...TTT... TTTEEEEEECCCCCC HHH NNNIIIQQQQQQQQQQQQUUUUUUEEEEEE DDD EEENNNTTTIIISSSTTTSTSSSTSTSTSSSTS RRRYYYRYRRRYRYRYRRRYR SSSHHHOOOWWWOWOOOWOWOWOOOWO 222000111 222 Live TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive TheatreLive Theatre presented by Dr Todd E.Shatkin United States, President, International Academy of Mini Dental Implants Come and see us at the Dentistry Show and Scottish Dental Show Small Diameters...Small Diameters...Small Diameters...Small Diameters...Small Diameters...Small Diameters... Big Features.Big Features.Big Features.Big Features.Big Features.Big Features.Big Features.Big Features.Big Features. Visit our website www.vegadental.com or call us on 01481 824302 for further information on the range of Intra-Lock® products available direct from us Vega Dental (CI) Ltd is the only Authorised Distributor of Intra-Lock® Small Diameter Implants and the only Shatkin F.I.R.S.T.™ Laboratory in the UK and ROI campaigns. I will never ar- gue against the philosophy of “no management without meas- urement.” If you aren’t count- ing you can never know when things are getting better or worse. So back to my experience. Did the audience benefit? Well as usual the proof will be in the pudding. Certainly “Selling without the S-word” was well received and I hope gave them confidence in their abilities to: • Put their patients at their ease • Take a full history of the pa- tients’ needs and wants • Present all the options • Explore objections • Gain permission to discuss the subject again in a certain time frame • Not taking it personally if a patient rejects what you think is the right treatment plan for them • Ask for new referrals from their existing patients The one fundamental point that I made is that you are not selling a composite restoration, a veneer or even a course of or- thodontic treatment; you’re not even selling the benefits of the associated outcomes. You are creating a professional relation- ship that you want to endure for years; a relationship that puts the health and wellbeing of the patient at the very centre of everything that you do. It’s not about the money or the UDAs; it’s about the people who choose you and who you choose. The rest will follow as long as the remainder of the pillars are in place. As Seth Godin put it: “One basket, cared for and watched carefully. When no one else can focus on and serve that custom- er as well as you (because you have no choice, it’s your only basket) you have a huge obli- gation but you also have a plat- form to do great work.” If I may borrow some more words, this time from my friend Jane Ainsworth who summed this up in a recent posting on GDPUK: “Perhaps it doesn’t matter how much practice own- ers spend on decor, marketing and presentation. If patients don’t perceive knowledge, skill, and empathy, or perhaps what the King James Bible means by charity, it won’t be enough to keep them in the practice.” We risk losing sight of what we are here for if we’re not careful. Dentistry is under attack from politicians, bu- reaucrats and “modernisers”. One way to fly the profession- alism flag is to ensure that all our relationships, especial- ly those with patients are of the highest quality. Mike Wise taught me that: “Character is doing the right thing when no- body’s looking.” Character comes from an individual expressing their authenticity. This means tell- ing each and every patient the truth about his or her mouth, oral health and the advantages of good dentistry, as you see it. Sometimes that means that they may not like what you have to say and initially you may feel you do not have the right words to use. Well it’s time to practice, in the same ways that your prac- tical skills need to be honed and perfected so does your verbal expertise. I don’t mean by learn- ing platitudes by rote but by fully understanding and mean- ing what you say, so that you say what you mean in words that your patients understand. That may well mean using different words for different patients. Ob- vious? Try recording your con- versations and see whether the patient hears what you think you’re saying. Selling is ultimately the highest form of communication, it’s about making the perfect match between the skills that you have to offer and helping your patient realise their needs and wants. Be prepared though, sometimes the process will take years and that’s what being a professional is all about. If you’d like more details of “Selling without the S word” get in touch. DT About the author Alun Rees trained at Newcastle University and started his career as an oral surgery resi- dent, before working as an associate in a range of different practices. With this solid founda- tion, Alun went on to launch two prac- tices in the space of just 15 months, a challenge in the toughest economic conditions. Alun now runs Dental Business Partners to offer specific and specialised support for dentists, by dentists. www.dentalbusiness- partners.co.uk alun@dentalbusiness- partners.co.uk For more information email Alun at alunrees@mac.com, or alternatively call 07778 148583 or 01242 511927