What You Say Matters
Nancy Singleton
Mahatma Gandhi once said, "Happiness is when what you think, what you say, and what you do are in harmony." This is especially true when you are interacting with patients and guests in your office. Your attitude, actions, and especially words are vital in creating a pleasant experience for the people who pass through your doors. When you're able to make a lasting impression, you'll have lifelong customers who will keep coming back for more!
Say My Name, Say My Name
"Names are the sweetest and most important sound in any language," said successful American writer and lecturer Dale Carnegie in his book, Howto Win Friends and Influence People. When you use an individual's
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So when o patient enters through your doors, make it a rule of thumb that each employee who interacts with that person says his or her name at least two times
during the visit.99
name, endorphins are released that cause them to feel pleasure. So when a patient enters through your doors, make it a rule of thumb that each employee who interacts with that person says his or her name at least two times during the visit. That way, each client will feel special and taken care of, and will leave feeling just a little bit happier.
If you have staff members who have a difficult time remembering names, then train them to play association games. If your patient's name is Susan, have the staff member recall a friend or relative whose name is also Susan. Instruct the staff member to imagine the two Susans walking down the street together or meeting each other for lunch. This simple trick can be immensely helpful in name recollection.
The "HowAre You?"Mistake
It has become an American tradition to greet people with the rote phrase, "How are you?" In the chiropractic business, however, this could prove to be a huge mistake. Think, for example, of a patient who is in terrible pain. By asking a patient how he or she is doing, it can spur a long-winded account of the ups and downs of the patient's aches and pains. Although you might want to be a listening ear and sympathize, this scenario could be disturbing to other patients and waste company time. The client may have even come in for a few treatments, but wants to complain about how he or she is still experiencing symptoms. This would not reflect well on the practice, and therefore, at all costs, make this question taboo for all of your staff.
Instead, train your employees to compliment your patients. Compliments are the perfect way to make your patients feel good about being in your office. It makes a connection and can take your patients' minds off their pain for a little while. You can also seek common ground with your clients. Seek out something with which you can relate. If the patient is wearing a sport's team T-shirt, talk to him or her about that. If the client has an iPhone case that has a movie or a television show theme, comment on that. When you are able to find something analogous, your patients will be thrilled.
There is a time and place to ask, "How are you?" However, the responsibility to ask it lies solely with your chiropractor. He or she is there to be the sympathetic ear for his or her patients and to troubleshoot and treat their pain and discomfort.
The Customer is Always Right
In a clinical setting, sometimes it's easy to forget that patients are also customers. They don't have to choose your office for treatment. They're not forced to become lifelong, loyal patients who return whenever they have a twinge. You must remember that they have a choice and that you are the one responsible for making your office the obvious one. This means that you should never argue with your customers.
When you're at a restaurant and your meal is undercooked, you let the server know. It's very rare that he or she will argue with you until he or she forces you to eat your disgusting food. No, the server will whisk it away and come back with a new meal, an apology, and perhaps even a free dessert.
Although you may not have similar goods to offer, the rule remains the same. Don't waste time arguing with your patients. If they have a problem, listen sincerely and respond with something such as, "I can see how you would feel that way," or, "I'm sorry this happened to you." You can be understanding without bendingthe rules that your company has in place. Do your best to accommodate the patient's needs and complaints, and never enforce policies with a heavy hand. Always be gentle and empathetic, and you'll be able to diffuse any negative situation immediately.
Do your best to occommodote the patient's needs and complaints, and never enforce policies
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It's All about Them
When you're taking your patients through all of the steps of checking in, taking their stats, or giving them preliminary treatments before they see the chiropractor, you have many opportunities to build customer loyalty. You don't want an awkward silence, but you don't want to go on and on about your date the previ-
“Make the patient the center of your attention, and sincerely
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ous weekend either. Instead, show a genuine interest in the patient's life. Ask the patient how his or her weekend or recent holiday was. Again, find common ground through paraphernalia the patient might be wearing or holding. Make the patient the center of your attention, and sincerely listen and comment. Be complimentary. Even if the patient talks about how boring his or her weekend was, you could respond by saying something such as, "Oh, doing nothing sounds so relaxing!" With a little effort, you can give any situation a positive twist.
You're Hosting the Party
Throughout the entire client experience, your patients should feel like royalty. The moment they walk through the doorway, greet them. Remember that it's not up to them to start the conversation. Even if you're in the middle of an important task, when your door opens, stand up and make each patient feel noticed and welcome. Don't make a patient wait for you because he or she will only get angry or impatient, particularly if the patient has to stand and wait while experiencing severe back pain!
Roll out the red carpet for your patients. They are literally your livelihood, sotreatthem with kid gloves. Make them feel as though they've just stepped away from their normal, everyday, humdrum lives into a place of peace and healing. If you want loyal customers, then treat them better than anyone else does. You'll have immense success with client retention; you'll build your practice byword of mouth; and you'll simply be the toast of the chiropractic world!
Nancy Singleton is a 1989 graduate of Los Angeles College of Chiropractic Assisting College. She has been consulting and helping doctors grow their practices for more than 20 years. Along with her husband, Dr. Todd Singleton, she oversees their busy private practice. In addition to that, they teach chiropractors how to implement multiple cash systems into existing practices. For more information to ngsingleton@gmail. com or visit www.DoctorsCashSeminar.com.
