Ron Sheetz

Last time we talked about how it is easier to hire a friend but harder to fire them. In this issue we are going to talk about recognizing "testimonial triggers". Those words you hear from your patients that trigger you asking for the testimonial and why they would be eager to give one.

There are opportunities when it's the "right" time to ask your patient for a video testimonial; I call these times testimonial triggers. Recognizing the signs should "trigger" your response in asking for the testimonial. The trigger time is when they're in the "glow", telling you or others of the virtues of your product or service.

Three nights ago we had dinner at Stir Crazy (an Asian restaurant) with my sister and brother-in-law who were visiting from Orlando. It's a place we usually go when they're in town. Past visits to the restaurant are a blur other than the company we shared. The food's good, but I couldn't tell you what I ordered in past, let alone our waiter or waitresses' names. On this particular night our waiter's name was Ryan; he was fantastic. His service and manner was impeccable for the level of restaurant. He was attentive to our every need; he casually, but strategically learned all 11 people in my party's names, including my kids, and then used them throughout the evening. Not once but continuously. By the end of the meal it felt as if he knew us and had been our regular waiter for years. His attention and service improved our experience in the restaurant and the food immensely.

The result, I gladly left a significantly higher tip (30%) because he improved our experience... it was Disney-like; even referring to my daughter as princess. We were so pleased with him we asked to see the manager, who approached our table sheepishly, not knowing what to expect. Pay attention, here's the testimonial trigger: We expressed how fantastic the meal was because of Ryan and his service. It was a casual comment. My wife and mother raved about him, sharing specific details about him. The manager's response, "Thank you, it's nice to hear positive comments for a change." He missed the opportunity for us to give a formal testimonial, let alone a video one, which we'd have gladly done because of how we felt at that moment. If you'd ask us today, 3 days later, it'd be too much trouble and our emotion over the experience has dissipated.   The opportunity was missed. You're missing these opportunities too.

Your "triggers" are when your patients give you positive feedback. The moment you hear them you have to take positive action to capture that moment... and capture it on video.

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Jan Keller

The selection process covers three very important elements - the reference check, the background check and the Offer Letter.

Reference Check - Call the applicant's reference, and ask specific questions, based on what you have learned about the applicant in the interview process. Make sure the applicant has signed a waiver allowing you to contact references. Follow these guidelines:

1. The information exchanged must be between one authorized source and another, ie doctor to doctor. Do not have staff call on the doctor's behalf.
2. Information provided must be factual.
3. Information received must be treated as confidential.
4. Information must be given without malice or ill will.
5. Information that is exchanged must be job-related only.

Background Check - never skip this step! Make sure the applicant has signed a waiver allowing you to run a background check, including credit and criminal history. Fees are nominal and information can be quickly obtained. The price is well worth the additional peace of mind.

Offer Letter - Once you have decided on whom to hire, send an Offer Letter that reiterates or verifies the following: start date, hours, salary and benefits, expectations for training. Show enthusiasm! You've both worked hard to reach this point.

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