DentaltownUK February 2018 - 28

time out

Don't Make Assumptions
Discover the biggest communication mistake dentists make,
which costs them thousands of pounds in lost income

Ashley Latter is renowned for helping dentists and their
teams improve their communication and ethical sales skills
so that practices can create more opportunities to deliver
the dentistry that they love to do and their patients want.
Latter records a weekly lunch-and-learn video every week,
and writes a fortnightly email newsletter that's read by more
than 15,000 dentists worldwide. To register for this free of
charge and to read other articles similar to this topic, visit
ashleylatter.com.

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28

FEBRUARY 2018 // dentaltownuk.com

Imagine that you're walking into a highclass restaurant. Its decor is stunning; it has
marble floors and the walls are adorned with
the finest artwork.
As you breathe in the magnif icent
aromas of the award-winning menu, you
are approached by an impeccably dressed
maitre d'. You request a table for two by the
window, but as you do so, you're aware that
she is constantly looking you up and down,
studying your appearance from head to toe.
Rather than handing you a menu, she
instead suggests that you may prefer to eat
down the road at a nearby fast food outlet
or at a cheaper restaurant. She informs you
that there is no table available, despite there
being only a handful of people being served.
Try to imagine how you would be feeling: shocked and embarrassed, yet equally
disgusted. While you may launch into a tirade
there and then, what is absolutely certain
is that it wouldn't be long before you were
recounting this tale to family and friends.
These days, the story would then quickly
spread beyond your closest circles via Twitter
and Facebook, allowing dozens-perhaps even
hundreds-more to learn of how appallingly
you were treated.
The power of social media can never be
underestimated. It can certainly help grow
your profile-or help to destroy it. Though
this may seem an extreme scenario, how
many times a week are you guilty of similar
prejudgment? How often have you made
assumptions about a patient's finances, on
the basis of how he was dressed, where she
lived or what he did for a living? Or even
her postcode.
I've coached more than 15,500 dentists on
a two-day Ethical Sales and Communication
Worldwide course over the past 20 years, and
have heard many admit that they've been

guilty of this. In my opinion, it's one of the
biggest mistakes dentists make.

So what happens when
you prejudge patients?
1. You may be costing yourself many
thousands of pounds' worth of new
opportunities for you and your
practice.
2. By not making your patients aware
of all the options, you are denying
them the opportunity to choose their
favourite. You won't even be making
them aware of your diverse range of
treatments. Remember that as a matter of informed consent, it's important
that you do mention all the options.
3. You'll be missing out on delivering
technical skills that you've probably
spent hundreds of hours learning-
skills you may well have developed
during weekends and nights away
from your family. Some of these
courses will have cost you thousands
of pounds-not to mention the
amount of kit you will have invested
in that will now have to remain
pristine in its box!
4. You will never fulfil your true
potential.
5. You might not fulfil the dreams of
your patients.
The final two points are, in my opinion,
criminal.
I've heard stories from my clients who tell
me that when they stop prejudging, they're
shocked by how many new opportunities
they've created-sometimes extra thousands
of pounds per month-with patients they
have known for years.
There are opportunities everywhere. Just
don't make any assumptions. ■


http://www.ashleylatter.com http://www.dentaltownuk.com http://www.dentaltown.com http://www.dentaltownuk.com

Table of Contents for the Digital Edition of DentaltownUK February 2018

Cover
Mike Gow: Contracts & the Hit Man
Howard Speaks
Message Board: Predictable Marginal Ridge
Dr. Harry Singh’s Financial Freedom Formula
Private Removable Prosthetics
Message Board: Large Composite Restorations
Quiz: Name that Oral Lesion!
The Boxing Dentist
Don't Make Assumptions
A Combined Digital Orthodontic and Restorative Approach
To Fill or Restore?
Back to Birmingham: BDC & Dentistry Show 2018
Temporomandibular Joint
Spin Me Right Round: Crown Preparations
Through the Keyhole-Dr. Alif Moosajee
Wish List-Dr. Yogi B. Savania
DentaltownUK February 2018 - Cover
DentaltownUK February 2018 - Cover2
DentaltownUK February 2018 - 3
DentaltownUK February 2018 - 4
DentaltownUK February 2018 - Mike Gow: Contracts & the Hit Man
DentaltownUK February 2018 - Howard Speaks
DentaltownUK February 2018 - 7
DentaltownUK February 2018 - 8
DentaltownUK February 2018 - 9
DentaltownUK February 2018 - Message Board: Predictable Marginal Ridge
DentaltownUK February 2018 - Dr. Harry Singh’s Financial Freedom Formula
DentaltownUK February 2018 - 12
DentaltownUK February 2018 - 13
DentaltownUK February 2018 - Private Removable Prosthetics
DentaltownUK February 2018 - 15
DentaltownUK February 2018 - Message Board: Large Composite Restorations
DentaltownUK February 2018 - 17
DentaltownUK February 2018 - Quiz: Name that Oral Lesion!
DentaltownUK February 2018 - 19
DentaltownUK February 2018 - 20
DentaltownUK February 2018 - 21
DentaltownUK February 2018 - 22
DentaltownUK February 2018 - The Boxing Dentist
DentaltownUK February 2018 - 24
DentaltownUK February 2018 - 25
DentaltownUK February 2018 - 26
DentaltownUK February 2018 - 27
DentaltownUK February 2018 - Don't Make Assumptions
DentaltownUK February 2018 - 29
DentaltownUK February 2018 - A Combined Digital Orthodontic and Restorative Approach
DentaltownUK February 2018 - 31
DentaltownUK February 2018 - To Fill or Restore?
DentaltownUK February 2018 - 33
DentaltownUK February 2018 - Back to Birmingham: BDC & Dentistry Show 2018
DentaltownUK February 2018 - 35
DentaltownUK February 2018 - Temporomandibular Joint
DentaltownUK February 2018 - 37
DentaltownUK February 2018 - 38
DentaltownUK February 2018 - Spin Me Right Round: Crown Preparations
DentaltownUK February 2018 - 40
DentaltownUK February 2018 - 41
DentaltownUK February 2018 - Through the Keyhole-Dr. Alif Moosajee
DentaltownUK February 2018 - 43
DentaltownUK February 2018 - 44
DentaltownUK February 2018 - 45
DentaltownUK February 2018 - 46
DentaltownUK February 2018 - 47
DentaltownUK February 2018 - 48
DentaltownUK February 2018 - 49
DentaltownUK February 2018 - Wish List-Dr. Yogi B. Savania
DentaltownUK February 2018 - Cover3
DentaltownUK February 2018 - Cover4
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