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 Joyce Sunila
President, Practice Helpers
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Testimonial |
"I'm
impressed with Joyce Sunila's expertise in the field of electronic
direct mail. Her high editorial standards, along with her caring and
personalized approach to marketing, make her a dependable partner for
any plastic surgeon."
Mike Block, Editor,
Consumer Guide to Plastic Surgery |
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TO BOOK MORE SURGERY, BUILD BETTER RAPPORT
When actor Dustin
Hoffman played a middle-aged woman in the 1982 hit
movie Tootsie, he had a revelation. During breaks
in shooting he'd hang out with the movie crew (all
men) while still in character, his costume and makeup
intact.
Eventually,
the crew became desensitized to the fact that
he was Dustin Hoffman. They started treating him
like his character, Dorothy Michaels, a thickset
woman "of a certain age."
"It was crushing," he recalls. "The men couldn't
make eye contact with me. They'd look everyplace
in the room except at me. I felt like a non-person.
I've never had my ego battered so badly. It gave
me an insight into what women go through once
they're past their sexual prime."
This
Is What Your Patients Are Feeling
The next
time you’re in the consulting room with a prospective
facelift patient, remember Hoffman’s
words. They’re the key to understanding
the person sitting across from you.
 If
you can be fully present in that room with her,
feeling what she must be feeling every day of
her life, you’ll be well on the way to making
a sale – no matter what you say or don’t say
of a medical nature.
She's
Lost Her Biggest Asset
90% of communication is non-verbal. It's
in the eyes and the heart. So look
at her the way you'd look at someone who's misplaced
a trust fund and will never find it again. And
remember -- while you can help her to feel better
briefly, you can never give back what she's
actually lost.
For my full
remarks on rapport-building for cosmetic surgeons,
read this
issue of Plastic Surgery Practice.
For some professional tips on rapport-building,
see
this article in RainToday.com.
Yours
in continued prosperity,
Joyce
Sunila
President
Practice
Helpers
By
the way, feel free to share
this message with your colleagues.
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