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31 3 2016 laser practice management | to get 20 at that day you should invite 40 to get 25 positive answers, although in the last couple of daysprevioustotheevent,threetofiveofthemwill cancel. 3. Send them an enticing e-mail invitation—like the ones that we receive for special events and wed- dings with a unique and glamorous design. 4. Ask your assistant to call them and inform them about the invitation as well as to confirm whether they have received it. You should call them again afterapproximatelyoneweeksotheycanfeelhow important their participation is to you. Two days beforetheseminar,askyourassistanttosendthem a text reminder. 5. Find a catering service that will prepare delicious finger food for your event. 6. Ask a company (dental supplier) to sponsor the event by offering a unique traveling dental kit for example or a dentistry-related present useful to your patients. Send each guest a warm note that is unique and special to them (for example what part of their character you admire). During the seminars Startontime!Choosetopicrelevanttoyourguests and elaborate on it. This will establish you as the ex- pert. The duration of your speech should not exceed 15-20minutes.Beforecocktails,awardyourloyalpa- tientswiththepromotionalpresent—callthemoneby one,thankthemforcomingandgivethemtheirpres- ent. After the seminars Send them a warm personalised message (an e-mailorSMS),thankingthemforcomingandforbe- ing your patients. Isn’tthateasy?IencourageyoutouseVIPseminars at least two times a year. It is your opportunity to thank your loyal patients, make them feel special but also to position yourself as the expert. Scripting The next tip that we are going to discuss is the im- portance of knowing what to say and how to say dif- ferent things to our patients in order to make them increase our case acceptance. Let’s start by being as- sertiveandnotaggressive.Sincepeopleareattracted to positive people, additionally this effect is conta- gious. To establish this, the key is the correct use of words. A very important tool that we use in my clinic andIencourageyoutouseitinyoursaswell,isascript of words. How can you create that? Sit with your team and together brainstorm words with energy and passion that represent the philoso- phy of your own clinic. These will be the words that you are going to use in your verbal communication (face to face and phone) with your patients but also in all your media communication, for example when you make a presentation (VIP seminars) or for the video playing on the TV screen at the reception area, orinaFacebookpost.Herearetenwordsofourscript soyoucangetanexampleandinspirationfordesign- ing your own: Passionate—Faith—Gifted—Share—Unique—Feel —Care—Pleasure—Creation—Enlighten Isn’t that easy, too? I encourage you to use them daily.Itisyouropportunitytoincreasepatientloyalty, referrals, and overall case acceptance. The reason? People tend to place their trust in people they like. © Rawpixel.com/Shutterstock.com 32016