Salespeople and jobseekers – and anyone who has to educate and persuade people effectively – are familiar with the term, and it's based on this scenario: You have something of value and importance to communicate. You enter an elevator with someone who is in a position to make a decision on your proposal. You have 30 seconds starting when the doors close. Go!
This is the situation your frontline people are in any time a new or prospective patient calls or drops in. They have a very short time to make a very compelling case. Are they ready?
Here are the three things they want to get across in those 30 seconds:
1. This team is passionate about what they do. For a patient to feel good about coming to the practice, they should instantly feel that the people who work there feel good about being there too. This should be evident in the team's energy and in every behavior and in the greeting they give. So say it: “We're very passionate about we do. We just love helping patients.”
2. We believe in the doctor. The doctor is the star of the practice, and the new patient should be advised that the dentist they are about to see is one of the best, believes in delivering the care that's right for them, and welcomes patients at all levels with any needs.
3. Let them know they've found the right place. “We promise we will take care of you in the right way.” It's as simple as that.
If there are special features to highlight, about continuing education or technology like CEREC, fine – but don't go overboard. It's not about making a detailed sales pitch. It's about finding the right few words that will let them see themselves in the picture you create.
This is something you absolutely should discuss and practice with the team. Grab a stopwatch and take turns answering the question: “Why should I come to this practice?” You have 30 seconds. Go!