Pretend I’m talking about my lawyer because it works the same way. So there’s this lawyer (doctor) I “use” and I trust her medical skills (which is why I have continued to “use” her, including for two (minor) surgeries) but now that I’m “better” I don’t think I’ll go back to her if I have another issue.
It would be convenient to go back to her, and a hassle to find someone else, but I can’t say for sure what I would do.
Remember, “all things being equal (e.g., skills, trust, convenience, value, results, etc.), people prefer to hire professionals they ‘know, like, and trust’.
I know her. I trust her. But I don’t like her. Use her again? Not sure. Refer others to her? Probably not.
Much is said about the importance of trust, and rightly so. Not enough is said about the importance of liking. It should be, however, because in the competitive environment we find ourselves in today, likability makes the difference.
You can only go so far in a professional practice built mostly on transactional relationships. If you want sustained growth, you need loyal and committed relationships that all but guarantee repeat business and referrals. To achieve that, you need people to like you.
So, why don’t I like my doctor? The usual reasons. Essentially, not making me feel cared for or appreciated.
She doesn’t listen as closely as I would like her to (or at least pretend to), and doesn’t respond as thoroughly and patiently as I’d like.
I get that she’s busy. And that I ask a lot of questions and aren’t that warm and fuzzy myself. But I’m not asking for too much. Maybe just taking an extra second or two at the end of an appointment to assure me before turning and scooting out the door.
Show me you care about me. Give me a reason to like you. And maybe I will.
