Achieving Success in the Practice of Dentistry – Part Four

I have always felt that the ultimate key to success in any business–more important than skills–more important than your grades in school–certainly more important than clinical acumen in a dental practice –is the ability to communicate well and to get your ideas understood and accepted. Unfortunately, communication skills are tough to teach. Superb communications skills are really a gift–and you either have them naturally or you don’t. But I do believe that communication skills can be improved, and since they are so important to success, I feel it is definitely worth the effort.

Successful doctors are passionate about dentistry and the benefits of quality restorative and cosmetic care. When you truly have that passion, it is infinitely easier to sell dentistry. There’s nothing illegal about selling. It is what we need to do well in order to be successful. So don’t be afraid of selling. I love Fred Joyal’s definition of selling: selling is communication with a purpose!

There is an old saying that says people like to buy, but they don’t like to be sold. But before you can expect someone to buy something from you, they must trust you. Nothing gains trust more than making that person feel special and taking the time to truly listen to their concerns. Then – using great communication skills which include proper body language and certainly eye contact – you explain your goals and your treatment choices (offering choices is a must) in language that a ten year old can understand. And good old-fashioned honesty and sincerity will win out every time.

In an increasingly insurance dependant environment, communication skills are more important then ever before. Confidant, articulate treatment presentations using understated laid back conversational techniques are what is necessary to let your patients understand that dental insurance is only a stipend towards quadrant and arch dentistry.

Part of the art of communication is also the ability to recognize when a patient might not be ready to make the decision to go forward with one of your recommended treatment options. It is so important to know how to back away and not be perceived  as being pushy. Allowing the patient to feel comfortable with their decision to delay for a while will more often than not eventually work to your benefit. Remember that the ultimate mission is to have people do dentistry in your office and not somewhere else down the street.