From Drill to Deal: How a Dentist Became a Master of Persuasion

If you think dentistry and persuasion have nothing in common, think again. This week on BizNinja Entrepreneur Radio, Tyler Jorgenson sits down with the wildly insightful and endlessly entertaining Dr. Chris Phelps—a dentist who not only scaled from one to four practices but also happens to run the legendary Cialdini Institute (yes, that Cialdini!). From test-cramming in dental school to building a student note empire, Dr. Phelps reveals how his entrepreneurial mindset first kicked in—and how it’s shaped every business move since.

In this episode, Dr. Phelps unpacks the psychology of why most dentists struggle with running their practices like actual businesses. You’ll learn why intelligence and technical skill aren't enough to build a thriving practice—and how mindset, instinct, and yes, marketing, all play pivotal roles. He dives into the three root reasons dentists crash as entrepreneurs and reveals how applying Cialdini’s Seven Principles of Persuasion changed the entire trajectory of his business (and can do the same for yours).

But it’s not just theory—Dr. Phelps drops real, jaw-dropping examples: like how a small tweak to a direct mail flyer doubled his response rate after 10 years of the same campaign. Whether you’re a practice owner, marketer, or just someone who wants to ethically persuade people better (without being a sleazeball), this episode is an absolute gem. Plus—he’s still a wet-finger dentist. Street cred intact.

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Top Takeaways

• Entrepreneurial instincts can be sparked anywhere—even in dental school.
• Most dentists are trained to be solo wolves, not leaders—entrepreneurship requires a total mindset shift.
• Cialdini’s principles aren’t just theory—they’re battle-tested business tools.
• Persuasion isn’t manipulation—it’s a skill every leader should master (ethically!).
• Small tweaks (aka “small bigs”) can lead to massive ROI jumps in marketing.