Why is the person answering my phone more important than my dental reputation? Because the caller cannot feel your clinical skill yet. They have never sat in your chair. The only evidence they have in that moment is the human voice answering the phone, and that voice carries the entire impression. I call that person the front office expert, the real hero on the front end, because they sit at the most vital point in the relationship. The patient is deciding whether to stop calling other offices based purely on how this one call feels. That is enormous power and enormous [...]