I got a toothache. Five thousand miles from home.

I woke up, my face was swollen, and I was in pain. I didn’t know what to do. And the native language was not English. So I went down to the front desk at 3 a.m., and everyone was willing to help.

The bellman took a taxicab to the all-night pharmacy and got me pain medication and some other pills. In the morning, two doctors came to my room and, for an exceptionally nominal fee, handed me prescription medication, reassured me that I would be fine, gave me their personal cellular phone numbers and firmly shook my hand in friendship.

I got better. The toothache went away, although the bad tooth did not.

I am now sitting in the lobby of my regular dentist, the great Dr. Scott Menaker. I should be truthful here and say that I (like you) never liked the dentist, and the dentist has always struck fear in my soul.

I called his office in advance to get nitrous oxide set up in the room where I was going to be treated, but I also requested it in the room where they were cleaning my teeth. If you’ve never experienced the joy of nitrous oxide, I highly recommend that you request it the next time you go to your dentist — especially if you grew up in the ’60s.

I’ve been coming to Dr. Menaker for about six years, and every time my fears are half alleviated by the friendliness of the people who work in the practice. They’re a shining example of what you might call “customer service,” or what I refer to as “genuine friendliness.” There’s a big difference. I don’t think friendliness can be taught. I think it’s either in your soul or not.

Scott Menaker’s practice is a fairly large one. And a very successful one. And I believe that people come back not just because he’s an excellent dentist (which he is), but also because every single person here wears a smile and uses it.

Here’s what I mean by “using a smile”: The people here don’t just smile and say hello. They engage you. Sure, the dialogue is light, but it’s genuine. And when you’re in the dentist’s office, you’re not there for fun. You’re there to get your teeth drilled or cleaned or something in between. No one wakes up in the morning saying, “Oh great, I get to go to the dentist today.”

Fear or anxiety makes the atmosphere in the dentist’s office much more important as it relates to the customer (the patient) — me.

They’re calling my name; I’ll report more in just a couple of minutes.

Well, I got nitrous oxide, Novocain, drilled and fixed. And it did NOT hurt. And the service I received was more than I could have hoped for. Smiling, reassuring and in general making me feel welcome as a friend, not as a patient.

So, I ask you: Is your office “dentist friendly”? To what degree are your people friendly?

Here are the elements of a great internal environment, regardless of your business:

1. Positive people.

2. People who smile and mean it.

3. Proactive greeting to customers AND each other.

4. People who engage to build rapport.

5. People who understand that friendly service leads to loyal customers.

5.5. A boss who encourages friendly service and trains it.

Oh, by the way. Dr. Menaker’s people are also “up-sellers.” Electronic toothbrushes, mouthwash, whitening products and other cosmetic services. All presented in a low-key, friendly manner.

Yes, I’m loyal. And yes, I hate to go there. BUT, when I get there, I feel the stress and tension dissipate as each person smiles and talks.

Friendly won’t make the dentist go away. And flossing will only help, not eliminate. But when I go to the dentist, I know there are 11 people at Dr. Menaker’s office who will treat me special and make me feel like I’m at Nordstrom’s (without the drilling).

Rather than a “sign-in sheet,” Dr. Menaker’s office posts a vision statement on the front desk. If you’d like to read it, or want a copy of it, go to www.gitomer.com and enter DENTIST in the GitBit box.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com.