CHAPTER 6
Communicating Effectively in Dental Practice
Following is a typical conversation heard at a 5-year dental school reunion:
“It’s the craziest feeling. It seems like it was only yesterday that we graduated and went off in all directions. Boy, I remember how scary that time was!”
“Yeah, things worked out pretty well so far for most of the class.”
“For some more than others. Remember Michael? I mean, he was clinically average, certainly no G. V. Black. Well, I was talking to Charlie, who has a practice about a mile from Michael. It appears that our average-with-his-hands classmate’s business is going gangbusters! Everyone in town ends up at Michael’s practice. Charlie, who was arguably the best dentist in our class, is having a hard time getting business going. He’s even lost patients to Michael! I don’t get it.”
Here are two dental practices that started up at the same time, with den tists who have identical training and who treat the same patient population. Yet, after 5 years, one is struggling to cover payroll and the other has a very busy and rewarding practice. So what would cause one dentist to do so much better than another?
There are, naturally, many possible explanations. A new dentist may overextend his or her practice with a big space, an extensive remodel, state-of-the art equipment, and a large staff. And, in too many instances, an excessive personal lifestyle may also play a part. Yet, the problem is not always overextension, bad luck, or poor decision making. In many cases it is the lack of a skill as important as clinical expertise that is not often taught in dental school. It’s a skill everyone needs in order to facilitate personal and business relationships: effective communication.
Listening
One of the fundamental aspects of developing effective communication skills is another ability for which dentists have little training—listening.