7 Steps to Creating Customer/Patient Trust and Overcoming Resistance
By Toni Gitles, M.A., and Harriet Cavanah Dart, C. Ped. Previously Published: © Current Pedorthics,June/July 2005, Vol. 37, Issue 4
Why talk about relationships?
The answer was simple to the late Paul Brand, M.D. As he put it, "The interface between people may be as important as the mechanical interface around tissues.”
The same sentiment is expressed frequently in the hearing industry, where it is referred to as the Platinum Rule of Patient Care: "No one cares how much you know until they know how much you care.”
Author Lee Glickstein says it another way: "What we tell people may be extremely valuable, but how they feel in relation to us determines whether or not they hear us, trust us, and act on what we say. If we are real with them, they will pay attention. They will believe what we say, and be inspired to do something in response.”
Greg Baer, M.D., really cuts to the chase: "We have a deep yearning to feel connected to each other, and when that connection is missing, we are terrified.”
A shift in who we are "being” vs. what we are "doing” is described as the access to transforming what we see as possible in our reality, according to Tracy Goss in The Last Word on Power. An honest and heartfelt approach to our relationships is a way of "being” and comprises three elements:
There are really seven steps to creating customer/patient trust and overcoming resistance:
There is truly magic in being able to connect deeply with, and to be accepting of and accepted by, another human being. Granted, there is a vulnerability in opening oneself, yet it can be a growth experience with enormous positive impact.
To create a premier pedorthic facility, practitioners have to go beyond having a high level of technical expertise "below the waist.” The skills outlined above offer a practical framework for developing a high level of relationship with clients, staff members, vendors, referring physicians and the community itself. Creating a model for relationship(s) distinguishes the premiere pedorthic facility from the competiton.
Allied health care providers who are willing to practice the seven steps outlined above will find that they are better able to create and establish rapport quickly; recognize behavioral specifics that help break down customer/patient resistance to treatment; and understand that the resistance is normal, which provides an access or a pathway to "connection” with the customer.
As we become more skilled at building relationships, we become more effective in detailing physicians, making public presentations, and presenting pedorthics to allied healthcare professionals and providers.
Baer, Greg, M.D., Real Love: the Truth about Finding Unconditional Love and
Fulfilling Relationships, Gotham Books, 2003.
Gitles, Toni, M.A., "Re-inventing the profession: A new model of hearing care
delivery”, The Hearing Journal, Vol. 52, No. 10, October, 1999.
Gitles, Toni, M.A., Happiness Is a Decision of the Heart, Insight Publishing
Company, Sevierville TN, 2004.
Glickstein, Lee, Be Heard Now! Tap Into Your Inner Speaker and Communicate with
Ease, Broadway Books, N.Y. 1998.
Goss, Tracy, The Last Word on Power: Executive Re-Invention for Leaders Who Must
Make the Impossible Happen, Doubleday, N.Y., 1996.
Paul Brand, MD, The Journal of Rehabilitation. Department of Veteran’s Affairs,