Everything Means Something.

Credit: Bill Gillespie

A little over a year ago I got hooked up with a new doctor. My longtime physician retired. It’s hard to find medical professionals older than me so I selected a much younger guy. He works with the same medical practice.

I was not impressed. He kept me waiting an hour past my appointment time. When he showed up he was rushed. His shirt was untucked in the back, and he half listened to anything I said. I found myself wondering if I would be better off with a PA. I invested 120 minutes to earn 11 minutes of his time. I was uncomfortable with the quality of my care.

I had a second appointment last week. I have very mild high blood pressure. That means I am required to see my doctor twice annually. He checks me out, decides things are good and writes a prescription refill. I’ve been doing this since 2002.

Expecting another long day I took a book with me. The attendant commented on it when she checked me in. So did the lady that took me back to check my blood pressure and weight. I was in the exam room before I could read a page.

Five minutes later the doctor popped in. We made small talk, he asked how I was doing and sent in my prescription. Then he asked about my book. The front desk attendant had mentioned it to him.

I shared that I was enjoying it. The title (Surrounded by Idiots) is meant to get your attention. It’s actually a client quote from one of the author’s early prospects. The subject wasn’t happy with anyone he’d hired. The author asked who hired them and was fired on the spot.

The doctor finished, a lady came in to draw blood and I was released. I walked to the checkout counter and was serviced right away. As I booked my next appointment another doctor walked up and asked about the title. Once again, I explained the subject.

I was back in my car 45 minutes after arriving. That’s one of my fastest appointments, ever. I was like a different place.

I had to wonder. Did my book have anything to do with it? Everyone mentioned it. Is it possible that the title made them uncomfortable? I mean, what changed? How did they go from slow and indifferent to speedy and attentive?

The sales dude in me always dissects human interaction. I’m a student. I love observing and learning what things trigger what response. The “if I do this I wonder if they’ll do that” stuff fascinates me. I’m convinced everything you do sends signals.

When I sold printing I always wore a jacket. When things got casual I lost my tie but I didn’t lose my coat. I felt like I owed it to my profession to look and behave in a certain way.

I wanted the prospect to know they were with a pro. I wanted them to know that I took the meeting seriously. I wanted everything about my appearance, manner and service to convey top shelf. I didn’t care what others did. This mattered to me. It’s the signal I wanted to send.

One time the wife of one of my reps commented. “Designers don’t care about that stuff.” My response? “Their boss does. The person signing multimillion dollar contracts does.”

Back to the doctor’s office, perhaps it was just a coincidence. Maybe I just got lucky on timing. Maybe the first visit was the fluke.

But I’m not so sure. The title caused everyone I interacted with to comment. It wasn’t about them but they acted like it might be.

What signal do you send?