As a patient and consumer of dental services I have come to a conclusion about my experience at my dentists practice. That epiphany, if you will is bit of a love letter to my hygienist and it’s a simple message with some complexity behind it. YOU are the heart and soul of the dental practice and because I am grateful for what you do, I am inviting you to make one very important change to your mindset and show others the way as well.
Every conversation is a selling and coaching moment that constructs lasting images in others’ minds. Considering how important first impressions can be, there are three words that are absolutely deadly to your career and your very psyche. These three words, when uttered, send an extremely negative message to everyone around you. These words—just nine simple letters and one apostrophe—can have an incredibly detrimental effect on your ability to create new relationships, establish credibility and attract others. Ready….? Here they are:
“I’m just the…”
These three words by themselves send a very strong message about how you feel about yourself and how you view your value and contributions to your organization. “I’m just the” sets up a cascade of unflattering perceptions and opinions in the mind and hearts of the people being spoken too. It creates an indelible image that you have little to no value.
But that’s just the tip of the iceberg in regard to these three, seemingly harmless little words. They can negatively impact you in a number of ways.
- This expression is one you are so wired to say,and it sends the message that “I don’t matter”. It’s akin to saying, “Please don’t take me seriously”. There is another dimension to the very damaging effects of these words. Imagine you are approached by the dentist, a colleague or perhaps the office manager and they ask you some questions about a situation. The questioning could be entirely innocent or pointed—eliciting a defensive response in the form of “I’m just the” in an attempt to deflect blame or responsibility. These words are an intentional or unintentional way to defer accountability. It’s the unconscious way these words are used that set you up for failure and disengagement.
- It’s similar to using “but” when you should say “and”. Using the word “but” is a bad idea because it negates everything that has been said up to that point. The same result occurs when you say, “I’m just the”. You make it harder on yourself to get what you need, and it drastically affects your ability to leave a lasting, positive impression. You must engage people to further your goals. Let them know you matter!
- It sends the clear message that you don’t have confidence inin what you do and how you contribute every single day. One of the most common questions in business is, “What do you do?” When faced with that question, you typically have a few seconds to make your mark. Don’t waste that opportunity by starting with “I’m just the”.
- It telegraphs your insecurities.Everyone has them, and anyone who suggests that they are not insecure at some level is actually insecure. Secure people are ok with their insecurities and face them with courage and determination. Life can be hard enough without adding to it with these three words.
- Patients like confidence.Project confidence and be able to articulate what you do quickly (your value proposition) and capture people’s imagination and passion. Don’t squander that golden opportunity with the following answer …”I’m just the” and then your title. Snoozer.
- It’s competitive out there!When you use these words you don’t differentiate or set yourself apart in any way. You might as well say “Please ignore me and talk to the next person.” When people attempt to engage you in conversation, believe that they want to try and find some common ground. Your job is to engage with others and to display an open willingness to taking the conversation to a deeper level.
- It’s all about attitude and mindset. “I’m just the…” speaks volumes about your attitude and mindset. Whether accurate or not; once the message is sent then perception is set. Perception becomes reality and then it becomes very hard to turn that ship around. Don’t make things harder on yourself than need be. Perception is reality.
- It does matter what people think! When you were growing up did your parents ever say, “It doesn’t matter what others think?” While that may be true in certain situations, when it comes to selling yourself, explaining your position or seeking consensus it does matter what people think. Please be very careful about your word choice when you are engaged in a conversation. Don’t make it easier to be dismissed by others by uttering the words ‘I’m just the”
- Respect. When you hold yourself accountable and refuse to hide behind “I’m just the” you show the world that you accept responsibility for your position or your opinion on a situation—regardless of outcome. Avoiding “I’m just the” will earn you respect and admiration.
Today’s modern and successful dental practice succeeds because of the entire team that is in place! The dentist, the hygienist, the dental assistant…..everyone interacts with the patient, plays a significant role and everyone works together to ensure that more patient case acceptance happens. The hygienist is the heart and soul of that patient experience. Every day the hygienist makes recommendations, influences, inspires and ensures that great patient outcomes happen! Every single day with every single conversation YOU save lives.
Most importantly is to never let anyone introduce you as part of the practice as “just the hygienist”…and at the same time, you should never introduce anyone as “just the office manager” or just the assistant”. These three words send the message to me – the patient – that their office is dysfunctional and everyone is not focused on the patient. When I go for my dental checkups (THREE times a year!), I want to get the “warm and fuzzies” that the team likes and respects each other for their individual brilliance and contributions to my care.
ABOUT THE AUTHOR:
Todd Cohen, CSP is an accomplished and sought after international keynote speaker, sales culture expert and author of “Everyone’s in Sales” and “Everyone’s in Sales; STOP Apologizing.”
Todd’s dynamic and motivational keynotes and workshops are based on the foundation that regardless of career path or position, everyone is a salesperson. Since 1984, Todd has led sales teams to deliver more than $950 million in revenue for leading companies including Xerox and Thomson-Reuters.
You can also see Todd’s articles on Sales Culture in many magazines, trade journals and the Huffington Post.
For more information or to book Todd Cohen for your next meeting please visit www.ToddCohen.dental
Follow Todd on Twitter @SalesLeaderTodd.