Professional Courtesy: The Psychology of Persuasion by Dr. Thomas Giacobbi

by Thomas Giacobbi, DDS, FAGD, editorial director, Dentaltown magazine

I wrote this column before Election Day, so I have no idea how 2020 is going to finish, but I’m certain that we’ll continue to move forward. Thanks to brilliant scientists, we should have a vaccine ready in record time—a milestone that may finally signal the end of the pandemic. In the meantime, case numbers will rise and fall in waves around the world, so please continue to play good defense! Dentists have demonstrated their ability to work through this global health crisis by observing infection-control practices that have been in place throughout our careers, with a few new habits thrown in for good measure. You’re setting a great example for your patients!

Long before we were influencing patients’ mask- wearing habits and good hand hygiene, we were simply trying to help people accept necessary treatment. I recently finished the book Influence: The Psychology of Persuasion by Robert B. Cialdini, PhD, which outlines key principles of influence and persuasion. The concepts are straightforward, and many will be easily recognized as things you have done or experienced in life. A few examples of the principles at work in your dental practice:

Weapons of influence

This focuses on the behaviors we do almost automatically. Cialdini shared a Harvard study that proved we’re more successful at asking people for a favor if we also provide a reason: A person had better success cutting in the line for the copy machine by including a reason with the request: “Excuse me, I have five pages. May I use the Xerox machine, because I’m in a rush?” This phrase worked 94% of the time. Without the “because” statement, only 60% allowed this person to cut the line.

In the dental office, this technique is used with everything from oral hygiene instructions to recommending a course of treatment. Instead of telling a patient, “It’s time to get your wisdom teeth out,” try something that includes a reason, like, “You need to get your wisdom teeth out because I’m concerned that you will develop an infection/cavity.”

Liking

It will come as no surprise that we say “yes” more often to people we know and like. This bond is also extended to the bond between friends when they make referrals. Cialdini described a car salesman who’d been No.?1 for 12?years in a row. His secret to success was simple: Offer a fair price and be a person whom customers liked. What did he do? Every month, he sent a printed card to every one of his former customers with the simple message “I like you” and his name printed on the back.

In the dental office, this concept is in play when you see a patient who’s been referred by another patient. If their friend liked your office, the new patient comes in already liking you and whatever you might recommend. When we meet patients for the first time, it’s so important to take the time to develop some rapport. Unfortunately, so many people skip this step, then are left wondering why patients are leaving their practice.

Authority

The higher your perceived authority, the more likely people will comply with your requests. Cialdini shared a study of hospital errors to illustrate this principle. No matter how wrong an order was, hospital staff would too often simply comply without question.

In the dental office, we establish our authority through more than our professional titles. It’s in the way you dress, how you answer patients’ questions and the respect you receive from your team. Using the intraoral camera with a new patient is a good way to establish some authority as you describe conditions observed during the exam. Not only will patients appreciate your thorough approach, they will accept your authority when you communicate their needs in language they understand.

There are many methods and techniques to influence the actions of others and, as with anything, these skills can be used for good and evil. When you apply these principles in an ethical way, you will find success. Have you implemented any of these techniques in your practice? Please share your comments online at dentaltown.com/magazine. And you can always reach me at tom@dentaltown.com or on Twitter @ddsTom.