Ron Sheetz, The Video Marketing Guru

When patients give you positive feedback, be prepared to respond in such a way that leads to them saying yes to give you a video testimonial.

You have the responsive testimonial triggers general script. This month I'll break it down to better understand how/why it works. The beginning employs the "Rule of 3", to establish an agreement pattern. Your response after the testimonial trigger is:

"Thank you. That means a lot to us. We hear that often and we really appreciate your comments. In fact, would you mind if I ask you a question?"

"Thank you" is something you say after you receive a compliment. Said in an appreciative tone it demonstrates manners and sincerity.

"That means a lot to us", adds credibility and sincerity. Subconsciously it demonstrates that you're a nice, considerate person.

"We hear that often and we really appreciate your comments" reassures the patient in their decision to do business with you because their experience is consistent with other patient's feelings regarding you; it also adds more credibility and appreciation. To this point you'll notice we've piled on 3 levels of gratitude, but in a way that isn't redundant.

"In fact, would you mind if I ask you a question?"   "In fact" is important because it transitions you from gratitude to establishing agreement. It should be delivered spontaneously. The next part of the question, "would you mind if I ask you a question?" is the first question in a series of 3 yes response questions.

There are 2 reasons for their yes answers:

You've established importance through your 3 previous statements, reinforcing a valuable relationship.

They're curious what your question might be...and, it's a safe question to answer. There yes doesn't commit them to anything and they can decide to answer or not. In the first 4 lines of the scripting we establish:

1. You're appreciative of them and their comment(s)
2. Reaffirms their relationship with you is valuable because it's congruent with others just like them
3. Solicits the first step in the agreement pattern

I'll finish the agreement pattern next month. For questions submit them to me at my website at www.askronsheetz.com. You can also download my fre free guide "Video Testimonial Special Report" at www.patientvideotestimonials.com.

Cathy Jameson, PhD

When dental practices take on the investment of savvy marketing, rarely does the vision go beyond the goal of getting more new patients. The problem with this is if you are not prepared for the influx of new patients you risk losing those patients because your internal systems failed to live up to your marketing message.

Here are a few steps to start working on NOW to prepare for the wave of business your marketing efforts will bring.

1. Have an effective New Patient Experience in place. The New Patient Experience is multifold: Excellent telephone technique, gathering data, scheduling the new patient appointment, sending out a beautiful and accurate new patient packet, executing a good new patient appointment, and a successful case presentation. All of this work will protect the investment you have made in your marketing. Otherwise, you risk losing your investment the moment you answer the telephone.

2. Get your schedule in order. Make sure you have a schedule that is organized and ready to take on new patients in an expedient manner.  If a prospective patient calls in and you can't see them for three months, chances are it doesn't matter what you're offering, they will look elsewhere for someone that can see them in a more convenient fashion.

3. Put an efficient follow-up system in place. In the introductory calls, make sure you gather the prospective new patient's contact information. This way you can follow- up on a regular basis through marketing and you can also place these people on a call list when you have cancellations.  

Above all, make sure your business systems are streamlined and your customer service skills are sharp so that you make a great first impression. The YES comes when the care and the service match the image.

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