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Let’s presume the dentistry is fine.

Sometimes that seems like a massive jump to make but let’s assume that we’re all providing dentistry of an appropriate level.

Mostly that is what patients think, because mostly that is what we let them believe.

If we accept that this is what patients think then the dentistry is unimportant.

It’s the bit before the dentistry that counts.

I was mentoring in a wonderful practice on Monday just gone. I was sat upstairs in the Principles office as he performed his first 2 sinus lifts with me hardly looking at the patient (he had been on our Sinus grafting course a couple of days before) when I heard his TCO take a husband, wife and a grown-up daughter into the patient meeting room.

The conversation was really simple…

… “I’ve got three teas, milk, no sugar, is that right?”

And the crowd went wild!

The noise from the three patients was pure joy. Someone had asked them, someone had listened to them, someone had paid attention to them as human beings and given them more than they’d asked.

It’s that Seth Godin thing again.

“You’ll pay a lot for this, but you’ll get more than you’ll pay for”.

I have no doubt that those three patients are now happy new patients of the principles practice.

It was that bit before the dentistry that counted because they expected that the dentistry would be the same.

Blog post number: 1626