What you can learn from Iñigo Montoya
by Agustin L. Gonzalez, OD, FAAO, ABCMO
“My name is Iñigo Montoya. You killed my father. Prepare to die!”
Who has not heard that famous introduction from the classic film, The Princess Bride? Well, there are a few things we could learn from Mr. Montoya, even if we mean no harm to those we meet day to day.
This manner of communication is memorable; it is a very powerful way to let another person know who you are, how you can help and what will happen, and it is loosely based on the AIDET style of communication.
AIDET is an acronym that stands for acknowledge, introduce, duration, explanation and thank you. It is a communication style framework used in business to engage with people you encounter day to day. From staff to patients and their families, the AIDET platform provides a simple, powerful way to communicate and even script a message.
Acknowledge
There is only one first impression, and who does not like to be acknowledged? There is no more powerful acknowledgment than hearing your name and seeing a smile. If the name is not available, just ask ,and repeat the name right away.
Anyone in sales, marketing and public relations will agree that attitude is everything. Hearing your name while seeing a smile and receiving a handshake, if appropriate, creates a lasting impression. Oftentimes I begin with, “Good morning/afternoon, Mr. Wells, I am glad you are here today, and I am able to help you and your eyes.”
Introduce
A polite introduction follows. Introduce yourself to others in a memorable way. Just like Mr. Montoya who looked at his rival in the eyes, make eye contact; this is the time to make a bond. Explain what ties you together and how you can help. This is the time to show your expertise and break down the anticipation of the upcoming event.
“My name is Iñigo, prepare to die,” is rather extreme, but for first time patients I add, “I have been a doctor of optometry for 30 years, and today I will be checking you for glaucoma, age-related macular degeneration and cataracts and will be giving you a new prescription so you can change your eyeglasses.” I believe this is a great introduction and explanation of expectations. In fact, you could add an anticipated result such as, “I’m confident you will have a great experience. Feel free to ask me any questions.” This is a script that will make you look confident and make the patient feel as if they are welcomed and in the right hands.
Duration
Pay attention to time and ease waiting times. Let people know how long this might take and acknowledge any delay. This is particularly useful for staff to defuse any tensions before the encounter. Having a script to help validate your status in the office and level of expertise will sound less like a promotional pitch and more as your level of care and patient complexity.
Make it better and apply service recovery methods when necessary. Something like, “Dr. Little had to coordinate and supervise an earlier emergency of one of his patients. He is aware of the increased wait time this has caused and wanted you to know that it may be 30 minutes before he can see you. Are you able to wait and would you like some water or coffee, or would you like me to schedule an appointment for tomorrow?” This script emphasizes a level of care exceeding just an office visit while extending an offer and leaving the option to wait to the patient. It conveys the message: Dr. Little will take good care of you even as you wait.
Explanation
Create guidance and engagement in the interaction by making a brief explanation in simple terms of what you are doing. A quick overview of how a procedure works, what will be the next step or even whom to contact if there are questions will provide guidance to the interaction.
Communicate in simple terms — and I often use hand signals — any steps that proceed. When scripting this, make your words work. A sample of the way we present a visual field is: “This test will show how wide your field of vision is; it will take about 10 minutes, and the technician will give you detailed instructions.” Close this part with an open-ended question such as, “Is there anything else I can help you with?”
Thank you
This is the time to leave a lasting memory. Thank somebody and make sure they know of your gratitude. Everyone likes to be recognized and rewarded. Psychologists call this a reward and recognition tool, so taking a quick moment to thank people for their assistance, support and patronage is simple: “Thank you for choosing me as your eye doctor; it has been a privilege to care for you.”
Just like Mr. Montoya, simple well-thought-out, in-office, communication strategies will pay off in many ways. People like to do business with people they like and trust. Communicating effectively and scripting your message helps those involved in patient care bridge those gaps, and this will improve business.
For more information:
Agustin L. Gonzalez, OD, FAAO, ABCMO, practices at Eye and Vision’s North Texas Center for Dry Eye and Ocular Surface Disease. He also founded a dry eye clinic in the North Texas area and has a special interest in cornea and external disease. Gonzalez is a member of the Primary Care Optometry News Editorial Board. He can be reached at: gonzalez.agu@gmail.com.
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