Should I invest in advanced phone training for my front desk staff? If you're serious about big cases, yes, and here's the honest reason. The basic tools get most practices a long way. But your phone people are the first human contact between your marketing dollars and your chair, and a great one is worth far more than the salary line suggests. Some practices stop at the basics and do fine. Others go further and turn their phone staff into the real specialists of the practice, and those offices squeeze the most out of every marketing dollar. The math is simple. [...]