Not long ago, I was blissfully unaware of endodontics. Then I learned that I needed root canal “therapy” and my ignorance ended.
I bought the line that “a root canal would be pain-free.” Well, it wasn’t.
But what was painless was the total experience. The specialist made one of the most invasive dental procedures as positive as possible with a step-by-step explanation, careful preparation, and the choice of medications, movies, and music. She even kept those barbaric looking tools out of my line of sight.
In
spite of the fact that I hated every second of the procedure, I’d refer anyone
to this specialist. This dentist understands the importance of evoking a
positive emotional response from patients.
There’s a lesson here for
consultants: the consulting experience you deliver to your clients had better be better than a root canal. This is the subject of this month's Guerrilla Consultant article: No More Root Canals.
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