Sally McKenzie

Remember the parable about the six blind men and the elephant. Each touched a different part of the pachyderm and walked away with very different impressions of what it really was. All were correct in what they had experienced but each was wrong in his understanding of the whole.

Telephone communication can be much like the experience of the six blind men. For the dental employee, the phone is typically viewed as a constant interruption to more important job duties. Few realize the powerful impact of this "annoyance" in marketing the practice. Dentists commonly view the phone duties as a perfunctory. It rings, someone answers it, schedules an appointment, and that's it. Then there's the patient. Their take on this portal into a practice is considerably different. Just ask prospective patient "Paula."

She is new to the area, and she recently received some marketing materials about a practice not far from her home. She's calls to find out when she and her family can schedule appointments. When someone finally picks up on the fifth ring, the greeting is an unenthusiastic "Dr. Bolton's office." The employee doesn't identify herself, nor does she ask how she can help the caller. Unimpressed, Paula tries to keep an open mind. Yes, I'd like to schedule an appointment for me and my two children. Silence. The employee, hesitates before she says in a discouraging tone, "Well, that's gonna be a challenge cuz the doctor ... Oh, could ya hold for just a minute." Click. Paula ignores the urge to hang up, after all, the slick marketing materials said this Dr. Bolton guy is great. Instead, she waits and listens to the annoying music.

The unidentified employee returns to the line. "Now whadda ya need again?" Paula grits her teeth. "I need an appointment for me and my two children." Oh yeah. Hmmm, gosh, I don't know when we're gonna git ya in. I hope ya ain't havin' any problems or nothin' cuz it's gonna be at least three months.

Paula is shaking her head and rolling her eyes. "Can you get all three of us in on the same day? Oh sure, honey, next April. I have bunches of openins' then." Exasperated, Paula emphasizes, "That's seven months away!" "I know. I been tellin' 'em that we ain't got no room for any more patients but ya know he ain't gonna listen to me," replies the employee.

This staff member has had zero telephone training. Worse yet, the practice launched an expensive marketing campaign without ever discussing how to handle calls with employees. The doctor, meanwhile, is oblivious to the entire exchange. He thinks calls are handled just fine. But then again, like one of the six blind men, Dr. Bolton doesn't have the full picture.

Katherine Eitel

Tone is the conduit of our true intention. Our words convey only a small fraction of our total communication. Our tone, inflection, and body language communicate the majority. This works in our favor if the message of the body is congruent with that of the mind. If it is not, people will believe the message in your tone and body ... no matter what your words attempt to convey.

If your spouse asks you, "What's wrong, honey?" and you cross your arms tightly and with a defiant or irritated tone respond with, "Nothing!" He or she will not likely believe your words but will much more inclined to believe your tone.

Professionally, this dynamic has profound implications. For example, if a patient tells you that they have seen several other dentists who have diagnosed implants for them and they say they are "just shopping around" ... I might advise you to ask, "Why didn't you choose any of those dentists for your implants?" Depending on your tone, this question could be heard as an insult or as a true inquiry to try to help guide them to the best dental practice for their needs.

When you learn new communication ideas... try not to see them as "techniques" but rather new ways to extend and expand your true desire to help and guide others... and your heartfelt tone will come through.