Creating a Front Desk Marketing Machine – Part 1

Welcome, I’m Jim Du Molin, Editor and Chief of TheWealthyDentist.com. I’m here today to talk to you about how to create a Front Desk Marketing Machine.

This is a three-part program so let’s start with the toughest problem. As many as 50% of the new patients are lost at the front desk, and that’s primarily due to call handling. It’s an amazing statistic but I have to tell you, I’m on the phone all day to dental practices, and I call in and I can’t even describe some of the horror stories that I run into when I call into a practice. You’re going to actually get to hear one of those horror stories in a few minutes.

Is this what your practice looks like and sounds like when your phone is answered? “Dental Practice, what do you want?”

I got to tell you I hear this all the time.

Let’s look at Effective Call Handling. First of all, you have to have enough phone lines to handle the volume of your practice. This means that you have to have more than two phones, nine out of ten times. You’ll probably need from three to five, depending on the size of your practice.

The real issue here is that you don’t want anyone to get a busy signal. It’s all right if they get a message, but don’t let them get the busy signal.

You can call your phone company and they can run an analysis to see how many times people call into your practice and get a busy signal. It’s very frustrating.

Now you’re going to say, “Well, I’ve got two lines: one for incoming and one for outgoing.”

Well it must be a pretty small practice or you must not be worried about new patients because you’re checking insurance on one line, you’re calling a supplier, you’re doing all the things you have to do to follow-up on collections…and you only have one incoming line for a new patient? I don’t think so. We’re going to talk about this in more detail on how to organize your practice, but you’re going to need at least three to five lines.

Next, you want to be sure you answer your phone within two to three rings. All the studies tell us that two to three rings works really well. People feel that they’re getting immediate attention. You don’t want to have to listen to it go for six rings and then wait to go into a message machine. I’ve even had it go nine rings before I’ve had it go into a message machine. It drives me a little nuts. I don’t know whether I’ve got the right thing, the right office. I don’t know whether I’m going to get a machine. (If I’m going to get a machine, I want to get it as soon as I’m going to get it.)

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Answer with a smile. I can’t tell you how important this is. For many years when I started in business I did telemarketing…calling up people, talking to them, and the main thing they taught you was, “Smile, before you make that call. Smile, before you pick up that phone and answer that call.”

Actually, one of my trainers put a little mirror in front of the phone and he said, “Look in that mirror and smile before you pick it up. Pick it up on the second and third ring and smile.” It has a big impact on your attitude and how you greet the patient.

All right. So you’re greeting the patient with a smile.

Give the practice name. Identify yourself. Make sure they know that they’ve got the right place.

Introduce yourself personally so they know who they’re talking to. It drives me crazy when somebody just starts to talk and says something like, “Dental Practice” and then goes into the rap. Well, is this the right dental practice that I’m calling? I’m using the phone book, whatever. Identify the practice and identify who you are.

Offer your help. You want to be cordial, warm and caring. “Good afternoon, Dr. Johnson’s office. This is Mary. How may I help you?” Pretty straight forward. But this works. It’s amazing how often people don’t do it this way.

You want to project a high level of enthusiasm with a sense of warm, caring concern. I can’t stress this enough. You want to use terms like: Thanks for calling. May I help you? How are you? How can I make your day better? (That’s one of my favorites.)

Avoid being impatient. I know you’ve got a lot of things going on around you and you’ve probably got people harassing you, in your face, and other telephone lines, but please, don’t be impatient. This person’s a customer. Think about how you would want to be treated. But don’t be impatient.

Obtain the caller’s name so you can use it and repeat it back to them. Everybody likes to hear their own name.

Give the caller your full attention. Focus. Don’t interrupt the caller. Just because you’ve heard it a thousand times before doesn’t mean that you can cut them short.

Avoid putting the caller on hold, if possible. This is a tough one. I know how harassed you are and I know there’s a lot going on and we’re going to give you

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some strategies in Sections 2 and 3 of this training program, but the bottom line is, “Don’t put them on hold at all unless it’s absolutely necessary.”

If you use ‘Hold,’ always push the button. I can’t tell you how often I’ve called a dental office and they put the phone down and they haven’t pushed the ‘Hold’ button and you hear the front desk receptionist saying to somebody, “It’s that damn consultant calling the doctor again.” It tells you where you stand, real quick, with that team. But it doesn’t say a lot about the professional nature of the team answering the phone or handling the front desk. So always press the button; it’s a real important thing.

If the caller is on hold, don’t put them on hold for more than 15 to 20 seconds. This is the max outside time limit. Don’t do it any longer than this. If this is a new patient, they’re going to be gone if it goes past 20 seconds. If this is a sedation patient or a phobic patient, they’re probably going to be gone after 5 seconds. So you’re going to lose them entirely because they’re barely able to make that call.

You have to remember, people don’t want to go to the dentist. They’ll use any excuse they can to postpone it whether it be a cleaning or full dental treatment, so remember this, “Don’t put them on ‘Hold.’ If you have to put them on ‘Hold,’ don’t do it for more than 15 to 20 seconds. Absolute rule.

Always allow the caller to hang up first. I know it’s tough because you’re rushing to get done and go to the next person, but allow them to hang up first.

Now we’re going to listen to some sample calls. What does your practice sound like?

First of all, we want a list…each of you wants to make a list of the three things the office did well. And list the three things that could be improved. So everybody get a piece of paper. Each individual team member who’s listening to this tape, make your list of the 3 best things this person’s done when they’ve answered the phone and the 3 worst things. You might get more, but you know, make the list and then when we’re done I’ll give you a chance to critique it.

The example I’m going to play is a little extended but it’s a real life example. We’ve blotted out the doctor’s name so you won’t be embarrassed. It’s a little extended but I think you’ll understand what it’s like to be a patient when the phone is not handled correctly by the front desk. So let’s see if we can bring this up.

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The Wealthy Dentist COPYRIGHT 2018 Du Molin and Du Molin, Inc.

FRONT DESK MAKING APPOINTMENT TAPE

Patient: Hi. My name is Natasha and I wanted to set up an appointment for a cleaning and exam.

OK. Have you seen the doctor before?

Patient: No. I saw your ad in the Yellow Pages…

OK. Can you hold for just one moment?

Patient: Sure. (On hold for 45 to 50 seconds)

Hello. How can I help you?

Patient: Hi. I wanted to set up an appointment for a cleaning and exam.

OK. OK. And it’s your first time here?

Patient: Yes it is.

Is there any way you can come in on Tuesday, September 8th?

Patient: Let’s see, on September 8th, what time?

I have a 12 o’clock.

Patient: Oh, dear, can we go a little later in the week?

OK. Later in the week…let me check here. (long silence…20 seconds, ½ a minute)

OK. Like which day were you thinking?

Patient: Later. Like maybe Thursday, Friday, something like that.

This week or next week?

Patient: No, next. (long pause)

I have also at 1 o’clock on Wednesday, the 9th. Let me check on Thursday. I have a Thursday at 11 o’clock.

Patient: That would be good. Yes. OK. Thursday.

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And you wanted an exam and to have your teeth cleaned.

Patient: Uh huh. I have a silly question. I really hate x-rays and radiation. Are there any alternatives in doing the exam?

Do you have any prior x-rays?

Patient: No. I haven’t seen a dentist in about 5 years so I don’t have any records I could send.

OK. The only reason because if there is something going on in their, he can check you by mouth, but he prefers x-rays but…

Patient: Do you consider them very dangerous?

No. Nuh huh. I’m in more danger because I work with them every day.

Patient: Uh huh.

…than the patient because it’s just a one-time thing. And, you know, the radiation is not as powerful as working in it.

Patient: Right. OK. I’ll do that then.

So we’ll put you down for September the 10th at 11 o’clock. And what was your name then?

Patient: Natasha. N-a-t-a-s-h-a. Phillips, it’s with 1, 2 “l’s”.

P-i-l-l-i-p-s

Patient: Uh huh.

I’m sorry I didn’t catch all your name.

Patient: It’s Natasha. N-a-t-a-s-h-a

And your phone number?

Patient: 210-698-4321

You have a work number?

Patient: I work out of my home. I’m an artist.

Oh. And how did you get referred to our office?

Patient: I was looking in the Yellow Pages.

Oh really. Our dentist is an artist too…that’s why I asked. I thought maybe you went to his art club.

Patient: Oh.

OK. Then we’ll see you on that Thursday, September the 10th at 11 o’clock.

Patient: Thank you.

And you know where our office is located.

Patient: I sure do. Thank you.

You’re welcome. Bye by.

Now you might say this is an extreme example and I can tell you it is. I’ve heard this thing happen multiple times over the years and it really does happen.

I’d like you to take a few minutes and stop this tape in a second, and list out the good and the bad, and have a discussion amongst yourselves, among the different team members listening to this tape, and after you analyze this, just click back on again, and will start up again.

BREAK

All right. What we’re going to do now is listen to the Cancellation Call. It’s important, every time we do this, we always do a cancellation.

And you have to understand, some of my pet peeves in life, now that you’ve gone through and listened to your good and bad, one of my pet peeves is I like people to get my name right. Du Molin is not an easy name but it’s not tough either. It’s not Klausouski or something more multi-syllabic. It’s pretty straight forward and I usually spell it for people so they get it right. Because it’s capital D-u, and then there’s a space, and it’s capital M-o-l-i-n. And it usually takes one spelling to get it. And that’s one of my things…personally.

So let’s listen to the Cancellation Call and you can write down the good and the bad on the Cancellation Call, and we’ll give you a chance to critique it.

The Wealthy Dentist COPYRIGHT 2018 Du Molin and Du Molin, Inc.

The Wealthy Dentist COPYRIGHT 2018 Du Molin and Du Molin, Inc.

CANCELLATION CALL TAPE

Patient: Yes, I want to cancel an appointment I have. This is Natasha Phillips.

What is the name again?

Patient: Natasha Phillips. P-h-i-l-l-i-p-s.

I’m sorry. Would you mind spelling that again please?

Patient: P-h-i-l-l-i-p-s.

P-h-i-l-l-i-p-s?

Patient: Uh huh. I had an appointment on Thursday at 11 o’clock.

OK.

Patient: And I have to cancel.

OK. And what is your last name?

Patient: That’s what I spelled for you.

OK. And the first name?

Patient: Natasha. N-a-t-a-s-h-a.

N-a-t-a-s-h-a. And the appointment would have been Thursday at 11 a.m.

Patient: Right.

Would you like to reappoint?

Patient: Not at this time. I’ll call back.

OK. You will call back? Thank you very much.

Patient: Right.

Could I have your phone number?

Patient: It’s 698-4321. They’ve got it.

698-4321?

Patient: OK. Thank you. Bye bye.

Thank you. Have a good day.

Thanks.

RESUME WITH JIM DU MOLIN Ooooh. OK. You might want to stop the tape again. We all know how to spell Natasha and we know how to spell Phillips. Critique this, and come on back and we’re going to listen to a good example of how to answer. It’s not perfect, but it’s really good, it’s natural, and it’s warm and caring.

So when you get a chance just stop this and then click on back to start and we’ll give you a good example.

Welcome Back

GOOD FRONT DESK TAPE

Good afternoon, this is Sue. May I help you?

Patient: Yes. I’d like to set up an appointment for a cleaning and exam.

Oh yes, well thank you for giving us a call today. How did you happen to hear about our office?

Patient: Well, I actually saw your ad in the Yellow Pages.

Oh, well good. Thank you very much. Let me ask you, are you having any particular problems or concerns that prompted you to give us a call today?

Patient: No. It’s just been several years since I’ve been to the dentist. I’ve moved and been busy with my business and I just knew I wanted to get in and get a good cleaning and have my teeth examined.

OK. All right. Fine. We can certainly help you out. You say that it’s been a couple of years since you’ve been in to see a dentist.

Patient: Uh huh.

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OK. You’re not having any aches or pains right now that need immediate attention?

Patient: No.

OK. Do you have a preference on time of day or day of week when you’d like to come in?

Patient: Afternoon is usually best, and any time after next week.

OK. Let me just check the schedule here. What we like to do on your first visit is more or less establish a road map of your mouth and go ahead and do a complete thorough, Dr. Broadben will do a complete thorough exam, and evaluate any needs that you might have in your mouth as far as restorative and then we can certainly address those issues and set up a time for you to come back, and he will also set you up on a schedule to come back for a routine cleaning, some people 3 months, 4 months, 6 months, 12 months, depending on what conditions he finds. OK?

Patient: I have one question.

Yes.

Patient: I kind of got this phobia, you know, about x-rays and radiation. Are there any new x-ray techniques that are out, or do you put like a couple of aprons on for people that have these kinds of phobias?

Well, you’re not alone, so don’t feel uncomfortable about it that way. We do take all sorts of precautions as far as x-ray procedures go, and we do have, what we call, a panoramic x-ray machine which has actually very little radiation involved and it takes a full picture of your full mouth so Dr. Broadben can look at your full mouth, your jaw structure, and identify any problems in that area. And then for actually determining decay in between teeth we do need to take what is called bite-wing x-rays which give him a very good look at what’s going on in between your teeth, in the areas that we can’t see.

Patient: Right.

OK? Does that answer your question, or are you comfortable with that?

Patient: It’s OK.

OK. I think you’ll find Dr. Broadben a very pleasant person. He’s been in practice here in Champagne for over 25 years. So he’s very experienced, and as I said, you’re not alone when you say you have a fear. He’ll do his best to…

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Patient: That’s good to know.

And our hygienists are excellent as far as answering any of your questions as you go along, just stop and say, “I have a question.” OK?

Patient: Great.

I do have something on Tuesday, September 15th at 2:50 in the afternoon…would that work for you?

Patient: At 2:50?

2-5-0.

Patient: On the 15th? Yeah, I can do that. That will be fine.

I’m sorry, I didn’t catch your name when we first started.

Patient: It’s Natasha Phillips, with 2 l’s.

OK Natasha. And do you know where our office is located?

Patient: Yes I do.

OK. Directly across from the Carl Roberts’ Nursing Home. A single story brick building with a wheel chair ramp coming up to the front door.

OK. Now I just do have a couple of questions here: Do you have any medical conditions that you need to make us aware of before we treat you, as far as heart conditions, a mitral valve prolapse, or have you had any joint replacements?

Patient: No.

Have you ever had hepatitis or heart disease?

Patient: No.

OK. Well that’s good. Those are things that we do need to know in advance. So we don’t have to ask those questions. And are you covered under a dental insurance plan?

Patient: No, I’m not. I’ll just use a Visa or a MasterCard.

OK. That would be perfectly acceptable. That’s fine. Again, my name is Sue, if you have any questions or concerns in the meantime, please feel free to give us a call back.

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Natasha, I would like to mail out a health history form so that you can have that completed when you come to visit us on the 15th.

Patient: I could, or what I could do is just come in early and just fill it out.

You could do that. About 5 minutes early. That’s fine. It’s just a real quick form to fill out.

Patient: That’s fine.

And then if there are any changes in the meantime is there a phone number where I can reach you?

Patient: Certainly. 359-2043.

-2043. OK. Do you have any other questions?

Patient: I think you’ve covered everything. Thank you.

So we’ll see you on Tuesday, September 15th at 2:50.

Patient: Thank you.

Thank you. Bye

RESUME WITH JIM DU MOLIN Wow! Big difference between this call and the first call. As you go through this now I’d like you to take a minute, and mark down the good things that were done and mark down the things that weren’t so good, and take some time and compare the results.

Now let’s listen to the Cancellation Call that went with this.

CANCELLATION CALL

Dr. Brodman’s office, this is Sue. May I help you?

Patient: Good morning. This is Natasha Phillips and I called last week to make an appointment for a cleaning and exam and…

Yes Natasha.

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Patient: Hi. I’m going to have a job coming up and I’m going to be out of town for the next couple of weeks. I’m an artist and I just got a mural commission.

Oh, how wonderful!

Patient: That’s good. So I’ve got to cancel the appointment on the 15th at 2:50.

At 2:50.

Patient: And when I get back I’ll give you a call and set up a new appointment.

OK. Well thank you for thinking of us.

Patient: Thank you.

Good luck to you on your art show.

Patient: Thank you. Good bye.

RESUME WITH JIM DU MOLIN

All right. Mark down the good and the bad things and what could be improved. There’s always room for improvement. Discuss this among yourselves. And come to some conclusions about the things that you want to make sure that you include in your initial call for a new patient, and how you deal with cancellations.

Now we’re going to go through some of this a little more in the next installment but I want to tell you that this is the critical part of the relationship. If you remember the simple steps and the simple things on greeting the patient and identifying the practice, asking if you can help them, doing it with concern and with warmth, and with enthusiasm. It can make up for a lot of problems. So if you just sound nice, and friendly, and you’re crisp and you’re clear in your communications, you’ll really impress the patients.

So that ends this segment of the program. I’m Jim Du Molin. If you go to #2 Segment, if you want to do it today, you can download it at any time. Thank you.

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