The Confident Dentist: Dental Influence and Communication Trainings
The power of the word because.
Hello, it's Barry Oulton from The Confident Dentist Academy.
 
Words can weave magic. 
There are certain words in the English language that can influence people without them even realising it. In the 70s, there was a professor Langer, who did a research project into influencing people. 

Now, you've got to remember that in the 70s, they didn't have computers, and iPads and things like that. So in actual fact, they used a lot of photocopying machines, and the world's biggest company was Xerox. So they took a group, a cohort of people. And very often in companies, there was a long queue of people waiting to make copies of documents. They got somebody to go to the front of the line and say, "Excuse me, I have five pages, please can I use the Xerox machine?" Now that gave them only a 60% compliance. 

Then Langer got somebody else to go to a different group and say, "Excuse me, I have five pages, please can I use the Xerox machine because I'm in a rush?" Astoundingly it went from a 60% compliance to a 94% compliance.

Langer thought, Well, obviously, the reason, the acceptance of this request has gone up, is that the person gave them a valid reason for why they wanted to cut into the line. So then she did a third experiment, where she gave a benign reason. She had someone go up to the front of the queue, say, "Excuse me, I have five pages may I use the Xerox machine, because I need to make a copy?" Astoundingly, 93% of the people allowed this person to cut in line.

Now, what this showed was that it wasn't the validity of the reason that the person gave. It was simply the use of the word because. 

So how can we use this in our day-to-day lives and in our day-to-day careers, and in our dental practices?



Well, we can use this to influence our family, our friends and our patients. Imagine that I asked a client, a patient to give me a referral or give me a Google review and I said, "Look, I've really enjoyed looking after you would you do me a favour? Would you leave me a Google review?"

If we take Langer's study, I'm likely to get a 60% acceptance. If I change that, and say, "I've really enjoyed looking after you, I would really appreciate it could you possibly give me a Google review, because many new patients find us by looking on the internet."

I have given a valid reason yet I've actually used the word because and what we know is the compliance goes up to nearly 95% by using that word 'because'. 
So I've used 'because' and a valid reason, so I'm going to get a higher acceptance rate. 

I also use this with my children when I request them to do something. Using the word because it encourages them subconsciously to comply with the request, irrespective of the validity of the reason for what it is I want them to do. Hey, Chester, please can you tidy up your room, because I'd like you to tidy your room? Chester complies much more than me saying hey Chester, tidy your room. So there's gonna be a lot of videos to demonstrate different language patterns, hypnotic language patterns, influencing language patterns. That enable you to serve your patients more. Enable you to serve your family and your friends and your loved ones more by influencing them ethically and with integrity to achieve a win:win situation between you and them. So I encourage you to explore, have a look at the videos be playful with this. See if it works for you. We know that it works generally out there so give it a go and visit us at theconfidentdentist.com. Thank you so much. Bye for now.
Thanks. Come and join us and learn more on our two day training courses called Influencing Smiles and join the website theconfidentdentist.com 

Langer, E., Blank, A., & Chanowitz, B. (1978). The mindlessness of Ostensibly Thoughtful Action: The Role of “Placebic” Information in Interpersonal Interaction. Journal of Personality and Social Psychology, 36(6), 635-642.
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