Dental Tribune United Kingdom Edition

Mhari Coxon discusses the four E’s of selling March 28-April 3, 201124 United Kingdom EditionDCPs I have recently applauded the teams that have got business savvy and work together to make a profitable, growing practice. We need to try as pro- fessionals to marry the business of dentistry to providing ethical care for our patients. I have often been asked how I feel about selling by hy- gienists, therapists and nurses, who sometimes feel they are being forced to sell in a way which makes them uncomfort- able. Some see it as unethical and not part of their job. I say that it is what we do every day and, when done well, doesn’t feel like selling or being sold to at all. Ethical duty It is primarily the role of the dental health professional (DHP) to assist patients to at- tain and maintain their oral health. This should always be at the forefront of everything we do. And selling, in this ca- pacity, is simple and effective; it is also what we do every day. Recognising how and why will help us to succeed in increasing treatment uptake. The Four Es When working with our pa- tients, using the four Es will pro- duce a great, motivational, productive relationship. This relationship will give the base to sell the patients what they want. These are: • Engagement • Empathy • Education • Enlistment Engagement Engagement is a connection between the clinician and pa- tient that continues through- out the encounter and sets the stage for the establishment of a partnership. This initial connection is key to a successful session. Barriers to engagement by the clinician include a failure to introduce oneself, inquisition- type questioning, and the big- gest no no - interruption of the patient’s story. Techniques for successful engagement include, show- ing interest in the patient as a person, eliciting the patient’s agenda and expectations up Selling ethically ‘Empathy is sincere and successful when a patient acknowl- edges that he or she has been seen, heard, and accepted as a person’ The NEW Universal Hand Piece Cleaner from Prestige Medical. It cleans, oils and sterilizes 6 hand pieces in just 12 minutes - protecting your patients and your reputation, saving you time and money. Patient safety rests in your hands • Reduce the number of hand pieces you need – faster throughput means less are required • Increase the life of your hand pieces – effective cleaning and lubrication means your hand pieces will last longer and need less maintenance – saving you money • Protect your staff – the completely automated process eliminates the risk of sharps injuries • Protect your patients – the cleaning and sterilization process reduces the risk of cross contamination • Supplied with your choice of 6 hand piece adapters • Free installation, commissioning and training by our own team of service engineers • 1 year warranty Your busy dental practice needs a quick turnaround of hand pieces. Waiting whilst they are manually cleaned, oiled and then sterilized might mean that you need to buy extra to keep up with the demand! The new Universal Hand Piece Cleaner greatly reduces the length of this process. An extremely quick 12 minute processing cycle automatically cleans, oils and sterilizes - making sure your hand pieces are ready as soon as you need them. process reduces the risk of cross contamination MINUTE C Y C L E 12 For more information Tel: 01254 844 103 E: sales@prestigemedical.co.uk www.prestigemedical.co.uk Visit us on stand D09 BDTA Showcase Exhibition 14-16 October 2010 ExCel, London INTEGRATED DECONTAMINATION SOLUTIONS Prestige Medical – the first company with a series of solutions to ensure you stay on the right side of compliance with legislation. Products include decontamination cabinetry and furniture, washer disinfectors, autoclaves and sterilizers, data recorders and printers. We can also provide advice on the latest guidelines.