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Do we make it easy to do business with us?

Do we make it easy to do business with us?

“Dealing with people is probably the biggest problem you face, especially if you are in business.” Dale Carnegie

I wonder why so many dentists make it hard to do business with them?

The telephone is still the first contact point for patients so it is important to get it right.

Some statistics:

  • 65% of callers don’t hold the line for more than four rings.
  • 95% of new enquirers don’t leave a voicemail.
  • 20% of new enquirers don’t call back if the line is busy.
  • 85% of new enquirers don’t call back if the call isn’t picked up at all.

and some more:

  • 64% of dental patients call during “peak” times (start, lunch, end of day).
  • 67% of dental practices close during the lunch period and hope that their patients will leave a message.
  • Of those callers who do leave a voicemail 60% received a call-back during their working hours meaning that they had to make a second call attempt in order to contact the practice.

During lunch times and school holiday practices can expect to receive 30% higher call volumes. This needs additional capacity to manage the over-flow calls but in reality:

  • 55% of practices rely on answering machines to cope with over-flow calls.
  • 24% have no over-flow facility. Therefore the line is engaged or rings out.

The result of this is patient frustration, a poor impression given of practice efficiency and a potential loss of business. If nearly half of all enquiries are lost due to the patient having difficulty reaching the reception what message does it send?

Even if there is a system to book next appointments in person 45% find they need to re-arrange these due to other commitments.

The old saying is that you only get one chance to make a first impression and many practices ensure that their front desk people are trained to “smile” when they answer the telephone, to always give the caller their name and have a script to follow when they get into a conversation with a potential new patient. That’s all fine and dandy but what if the first impression is of a slowly answered telephone or even worse no answer at all? Do we apply to our businesses the standards that we expect of others?

Perhaps you don’t think that this is important. For those looking to provide a high quality of care to discerning patients who you want to expect the best that you can offer, then high standards in those areas that they encounter first will encourage them to use your services.

If you’d like to know more about the research contact the author.

Dr Alun Rees BDS runs Dental Business Partners to help dentists obtain the rewards they deserve for their dedication and hard work. An experienced dental practice owner who changed career he now works as a consultant, coach, analyst, speaker and writer. He brings the wisdom gained from his and others successes to help his clients. He can be reached at alun@dentalbusinesspartners.co.uk or on 07778 148583

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