Dentaltown May 2016 - (Page 10)

howard speaks column Talking Monkeys, Reviews Gone Wild, and Valuable Margins What's the connection? Communication and dedication Why do we get so frustrated by our families, our staff, or a patient leaving a bad review? When you go to the zoo, you're the only animal in the place that has clothing on. You don't get mad at the rhinoceros because he's standing there naked, with his back facing you. You don't yell at him, "Respect me! Turn around! Face me!" And when you come home from work and your cat's been lying there all day, you don't say, "You're a lazy cat. You haven't cleaned anything!" You have no expectations for these animals, so they never let you down. So why have we raised these artificial expectations on what are, essentially, talking monkeys? But we don't even call them "talking monkeys." We call them humans, elevate them on pedestals ... and then they inevitably let us down. Why do we put such expectations on people, when most of the time we don't even know who they are? Tell it like it is I see dentists upset because their overhead is high, they're struggling ... and yet staff members still expect a raise every year, based solely on the fact that Earth made it around the sun. No matter if your overhead went up, and insurance companies paid you less. How could your employees think that? Because they're talking monkeys who don't know overhead- you weren't transparent with your numbers, and didn't show them your daily break-even point. They didn't know that to have 50 percent overhead you had to do $3,000 by noon, then go to lunch and do another $3,000 in the afternoon. If they don't know what the break-even point is, when a root canal patient cancels an 11 a.m. appointment, your staff will sit around the office for that hour, then get ready for lunch like usual. So if someone calls up with a toothache around noon, there are no openings because it's lunchtime. The office sits empty from 11 a.m. to 1 p.m. But if everyone had known that the office had to do $3,000 by lunch to pay the bills and that the 11 a.m. root canal had canceled, they'd have eaten their lunches earlier, which would've given them time to see that person who called about the toothache. Rev up your reviews Yelp and Google My Business reviews are about to die, and they don't even know it yet. Facebook Live will allow users to post videos, including reviews- going live and uncensored is as easy as updating your status, thanks to the new "broadcast" icon. Once people go to Facebook video reviews, they're never going back to Yelp, where someone might have a good review of a place, but because they're a horrible writer, readers can't figure it out. With video reviews, if you can tell if the person who left a bad review also happens to be crazy. I see the talking monkey review. Before, if a crazy person left you a bad review, you'd cough up blood clots and want to sue, you're so mad. Now, if someone Why do we put such expectations on people, when most of the time we don't even know who they are? like that leaves a review, everyone won't take it seriously-they'll say, "Oh, he's just like my crazy uncle that I only see at Thanksgiving and family reunions." People will know crazy when they see crazy. And if you've done something really well-the patient is all excited and verklempt, and can't even hold back the tears while she's leaving her video review-people are going to see that and get choked by Howard Farran, DDS, MBA, publisher, Dentaltown magazine 10 Continued on p. 12 MAY 2016 // dentaltown.com http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown May 2016

On Dentaltown.com
HOWARD SPEAKS: Talking Monkeys, Reviews Gone Wild, and Valuable Margins
PROFESSIONAL COURTESY: A 5-Star Future?
Continuing Education Update
Industry News
Special-Needs Patients
3Shape TRIOS 3
The ABCs of Dental Ethics
Townie Meeting Recap
Is It Time to Be Conservative, or Progressive?
Balancing the Scale(r)s
A Dope Does a Startup
The Dental Laser’s Role in Managing Periodontal Disease
Do Good: A WHALE OF AN EFFORT
Do Good: HOW SMILES ON WINGS TOOK FLIGHT
Do Good: SERVING THOSE WHO HAVE SERVED
Do Good: BE A HERO, HONOR A HERO
Do Good: THIS WE’LL DEFEND
Do Good: PAYING IT FORWARD
Do Good: A BEACH IN WESTERN KENYA
Do Good: A GIANT EFFORT: HENRY SCHEIN CARES
Should I Stay or Should I Go Now?
Poll
New Products
Ad Index
You Should Know
Practice Solutions: Tokuyama Dental
Product Profi le: Planmeca
CONTINUING EDUCATION: Mill In or Send Out?
Dentally Incorrect

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