The Secret to Unlock Consistency, Competency, and Conversion
Verbal-Skills Training — aka Role-Playing!
By Tom Rich, MBA, GG12 Senior Practice Analyst
there are definite consequences if/when it’s done wrong, compared to practicing with a safety net, most people will opt for the “safe” environment.
If there is one word that sends dread through the hearts and minds of your team, it’s “role-playing.” Most people hate it because it’s uncomfortable, they don’t like being put on the spot or in the center of attention, they don’t know what to say or are not confident about how to say it, or they believe that nothing good can come from a “fake” conversation. “It just doesn’t feel natural. They’re not my words.”
There are two simple ways to overcome people’s resistance to role-playing.
No. 1: Stop calling it “role-playing.” What we call a thing shapes our perception of it. For example, several farmers petitioned the government to allow them to change the name of “prunes” to “dried plums.” The idea was that by repositioning the product, it would become more appealing to those who classified it with “old-people food” or “nature’s laxative.” So, instead of saying “role-playing,” call it “Verbal-Skills Training.” No. 2: Everyone plays, using every verbal skill. No matter their title or position, everyone in the office should participate in every Verbal-Skills Training. That means everyone … doctor, hygienist, front-desk staff, back-office staff … everyone. Why? First off, shared experience (good or bad) brings people together — it helps them feel and act like a team. Second, it is a great opportunity to hear how everyone presents to discover the best way to do it. For example, if everyone presents two times and there are eight people in the office, everyone will be exposed to the Verbal-Skills Training 16 times! Finally, when everyone plays, the practice (including the patients, the doctors, and the team, etc.) all get the benefit of cross-training, which means everyone on your team will be consistent on how to answer a question like, “Do I really need fluoride?” This one habit will do more than virtually any other tip, trick, or technique to drive the success of your team. The best part is this is just one of the 6 Critical Factors to maximize your practice’s revenue and success. To look more in-depth on this or to discover the other 5 Critical Factors, go to InsidersCircle.com, click on “Site Map” in the upper left, then click on “GG12 Monthly Team Training Toolkit” in the bottom right, and select “085 6 Critical Factors.”
Admittedly, those are the biggest downsides, and since so many people are resistant to it, most practices never rehearse what to say to a patient. So, when the hygienist or assistant offers fluoride, patients routinely ask, “Does my insurance cover it?” When they hear that insurance does not cover it, they politely decline, and everyone goes about their day. Here’s the good news: You only have to role-play the things you want to improve or don’t want to get worse. The simple fact is if you want to get constant improvement, it requires constant practice. When given the choice of practicing in real life, where
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