November 18, 2024 • 44 mins
Transform your Practice in 2025 - Schedule a Consultation Today!
Bring Brian Wright to your Practice and Get 2025 Kicked off with a Bang!
What if transforming your healthcare practice into a hospitality-driven business could set you apart from your competitors? This episode of the New Patient Group Podcast delves into the heart of this question, sharing insights from a serendipitous conversation with a former Invisalign patient. Discover the power of hospitality, convenience, and affordability in revolutionizing your practice. By drawing parallels with industries renowned for exceptional customer experience, such as airlines and Amazon, we explore how practices can prioritize these factors to create an outstanding customer journey.
The art of hospitality goes beyond being nice—it's about mastering advanced skills in communication, leadership, and culture to elevate the overall experience of your patients. We discuss how embracing convenience through innovations like virtual consultations can meet modern consumer expectations, while also emphasizing the importance of creating a welcoming ambiance to enhance perceived value. Shifting your focus from traditional healthcare practices to a more hospitality-centric approach could lead to increased patient satisfaction, referrals, and business growth.
Financial flexibility can be a game-changer for both your practice and your patients. Explore strategies that make luxury services more accessible, such as offering extended payment plans to attract a broader customer base. Understand the balance of risk and reward in these decisions, as well as the impact an inviting environment can have on justifying premium pricing. As we conclude Season 7, we encourage self-reflection on your practice's strengths and areas for improvement. With gratitude for your support, we look forward to returning stronger in Season 8, ready to tackle the holiday season and beyond with renewed vigor and insights.
New Patient Group - The Employee & Patient Experience Co.
A company designed to help orthodontists, dentists and other types of Doctors create a practice that dominates the new economy. Learn Advanced and Cutting Edge Skill Sets Used by the Finest People Businesses in the World, such as the Ritz Carlton and other famous Companies:
- Leadership
- Sales Fundamentals
- Hospitality
- Consumer Psychology
- Verbiage
- Presentation
- Many More
Learn How to Apply the Skill Sets Above to each of the following:
- Existing Patient Experience
- New Patient Experience
- New Patient Phone Call
- Existing Patient Phone Call
- Digital Workflow
- Treatment Coordinator Exam
- Doctor Exam
- Financial Presentation
- Pending Treatment FollowUp
- Handling and Overcoming Objections
- Trust & Communication Transfers
- Digital Marketing
- Patient Compliance
- Clinical Assistant Chair Side Conversations
- Clinical Assistant Conversation with Parents
- Remote Monitoring (If, applicable)
- Clear Aligner Starts and Profitability (If, applicable)
What to Expect from Implementing the Above Skill Sets:
- Improve Leadership and Culture
- Improve Mindset and Motivation
- Improve Employee Experience
- Improve Patient Experience
- Improve Patient Compliance
- Increase Treatment Conversion
- Increase Production
- Increase Cash Flow
- Increase Patient Referrals
- Increase New Patients
- Improve Efficiency
- Improve Time Management
- Improved Digital Marketing Presence
- Improved Brand Awareness
- Reduce New Patient No Shows
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, All right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 2 (00:23):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of newpatient Group, managing partner
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another editionand the final edition of Season
7 to the New Patient GroupPodcast.
This will be the last one ofSeason 7.
We're going to wrap it up.
If you'd listened to theprevious episode, I was thinking
about making that the last one,but I listened to it and a lot
of times people are like hey,man, how do you keep coming up
(01:17):
with ideas for the podcast?
I'm like look, all of you haveto do is keep your eyes and ears
open.
In any company interaction thatyou have, regardless of
industry, just conversationsthat you have with people on an
(01:38):
airplane or your friends orwhatever.
Run businesses, poorhospitality, leaky holes in many
different areas around anorganization.
That all apply, whether it'sorthodontics, dentistry,
healthcare, non-healthcarerestaurant, whatever all the
things you hear us talk about.
They all apply to all of youout there.
And that's why the ideas areendless and the more I read and
(01:59):
the more I study and the more Iwant to improve, the more ideas
just keep coming to mind.
And, matter of fact, as I dothis podcast today, I was in the
process of trading in my carand looking for the right deal
and things like that.
And next it'll probably be nextseason, season eight.
I'm going to actually go andshoot this and the difference
between a finite mindedsalesperson versus an infinite
(02:21):
minded salesperson and how thatapplies to you as a CEO and
entrepreneur would be a reallygood one.
But it's an example of just megoing to trade in a car I
literally got.
That was one example.
I got five or six differentepisodes for future seasons to
be able to talk about.
So you just have to have youreyes and ears open a lot of the
time and just like today.
What I'm going to be talkingabout today happened about
(02:42):
35,000 feet in the air.
I was sitting next to thisgentleman and his wife.
We got into a conversationbecause he saw me.
I was doing some content, I hadmy laptop open and I had left
it on my title screen, which iswhere people introduce me, and
he saw that I was a speaker forInvisalign and he kind of he
calls me.
He's like hey, man, see youspeak for Invisalign.
(03:02):
I did Invisalign.
And he kind of he calls me.
He's like hey, man, ceo, speakfor Invisalign.
I did Invisalign before.
Yeah, I really liked it, youknow, blah, blah, blah.
So what do you do, man?
Like I see you're building outyour content and stuff, and
whenever somebody asks me, hey,what do you do?
I never know exactly how toeven answer that question.
And we started talking.
And and whenever I get intoconversations like that, you
(03:26):
know there are times onairplanes I don't want to talk
to anybody, I guess not evenjust airplanes.
There are times in life where Ijust don't want to talk to
anybody.
And then there's other timeswhere, hey, you know I love to
have conversations with peopleand I want to be surrounded by
people and, you know, have funand be with people.
And and I was in a mood thatday to chat, so I asked him.
(03:47):
So you know, the doctor that youbought the Invisalign from, you
know what were you?
What were you looking for fromthat doctor, how did you make a
decision?
Because he had mentioned that.
You know he was looking aroundand he brought that up because I
told him what we do.
You know, one of the things wespecialize in is helping
businesses that are in acommodity restaurant,
orthodontist, dentist, et cetera, et cetera, et cetera.
(04:08):
When you type in something thatyou sell, are there going to be
a million options within apretty short drive from my house
or my place of business or mykid's school, things like that.
And if there are, you're acommodity.
Whether you like to hear thator not, that is the reality.
So that's where I told him he'slike well, man, that makes
(04:29):
sense.
You know, I remember when I didmy Invisalign, when I Googled it
, there were all kinds ofdifferent options.
So I said, yeah, so what madeyou decide to go with the
practice that you went with?
You know, when there's sixdifferent choices, what's going
to differentiate one practicefrom another?
And he gave me three thingsthat were, I mean, right away,
(04:50):
he didn't even have to thinkabout it.
He said hospitality, one, two,convenience, that's two, and
three, affordability.
And I told him you know it's sointeresting you said that
because these are the thingsthat we teach and I said now,
affordability.
A lot of times people don't knowthis, they don't know
definitions, things like that,but convenience and
affordability go into thehospitality umbrella.
(05:11):
You know, a lot of times peoplethink hospitality and customer
service are the same thing andthey're not right.
Hospitality fits into therecipe of customer service, but
customer service does not fit inthe recipe of hospitality.
Same way with this, likeaffordability and flexibility
One.
It does not mean I'm going todive into a little bit of each
one, but these are things.
This is why I wanted to do thisas the final episode of season
(05:34):
seven, because these are thingsthat I want you to be thinking
about as we head into seasoneight of the new patient group
podcast.
Many of you know we don't doepisodes, and I talked more
about this in the previousepisode.
We don't do episodes inDecember.
A lot of reasons for it.
So this this is going to wrapup season seven, like I said,
but these are all things that Iwant you to think about.
(05:55):
As people enter in Invisalign,they enter in braces, they enter
in whatever they enter.
Are you convenient?
Do you showcase that you'reaffordable?
Do you showcase that you'rehospitable?
When they call your office, dothe receptionist presume those
things?
Do they know how to edify thecertain things when they come
(06:16):
into your office for an opinion?
Like these are things thatyou've got to be thinking about,
because these are also thethings that allow you to charge
a higher price.
It's so incredible to me in 2024, as I shoot this podcast today
and as we're heading into 2025,how difficult it still is to get
people to think like this.
Not only is this the now and ithelps you get through tough
(06:39):
economic times like we've beenin now for a while.
Not only do these things helpminimize the pain that you feel
in those situations or even helpyou grow, these are also the
things that, whenever theeconomy is good, make you
skyrocket, allow you to chargemore things like that.
But it's so hard, even today,to get people to think in terms
(07:01):
of hospitality, convenience,affordability, and obviously
there's a lot more pieces to thepuzzle.
Convenience, affordability, andobviously there's a lot more
pieces to the puzzle, a lot moreslices to the pizza, whatever
you want to call it.
But let's start on thehospitality side.
When he talked because we gotinto this conversation and I
said what does that mean to you?
And he goes well, I want to betreated nice, I want to be
(07:24):
noticed, and there's several ofyou, and this is unbelievable.
You know I want to be treatednice.
You know I want to be noticed,and there's several of you, and
this is unbelievable to me.
I just had and this is one ofanother pod I just got my
haircut as I do this podcasttoday.
I got my haircut yesterday andgot into this conversation with
Sarah was her name and how shedescribed going into an
orthodontist one time andsitting down for an hour and
(07:45):
just completely being ignored.
See, these are things that it'shard for you as doctors out
there to understand.
Why you need to fix them, whyyou always need to be improving
them, because a lot of thesethings are happening and you
don't even know about it.
Right?
You're in the back during thehaircut is like the doctor
wasn't even out there, like Ijust sat there I was rotting
(08:05):
away.
Finally, I went up and saidsomething and the girl up front
was like oh, we marked you as ano-show.
We didn't even know you werehere.
Right, it's that stuff, guys,it happens to all of you.
It may not be the Sarah that'swaiting in your waiting room for
an hour, but these thingsthere's holes everywhere on the
hospitality side of yourbusiness for the simple reason,
(08:27):
if nothing else, is that youremployees as I say a thousand
times on here over and overagain if your employees went and
gave your assistants, yourreceptionists, your TCs, your
hygienists, your whatever,whatever, whatever.
If they went and gave theirresume to any company that
specialized in hospitality, theywould not be hired.
(08:49):
And if that doesn't freak allof you out in a people first
business that you are right Inthe hospitality industry, that
all of you exist in right, ifthat doesn't freak you out, I
don't know what the hell wouldlike.
That shows you that you haveunqualified people working for
you, no matter how good theirclinical hand skills are, no
(09:11):
matter how good they are chairside, no matter how much you
love Betty, your receptionist,no matter how much you love
Timmy, your treatmentcoordinator, susie and Betty,
your hygienist, whatever it maybe, it may be they still
couldn't get a job inhospitality, most likely, right?
So your goal as a businessowner should be like hey, what
(09:31):
kind of training could we giveour people to give them the
skill sets that can go on theirresume to where, if they walked
into a Ritz-Carlton, theRitz-Carlton would go okay, I'm
going to consider you for thisjob, right?
That's what we do, among manyother things.
All of you should see value inthat, because if you don't every
single interaction youremployees have with a customer,
a patient or ones that you wantto become a customer or patient,
(09:52):
there are leaky holes in therebecause there are literally you
know, when I was talking to thisguy about hospitality, people
tend to say the same things.
Right, they talk about I wantto be noticed.
I want people that smile, Iwant them to be kind when I call
the office, I want them toactually answer the phone.
I don't want an AI robot, whichis a conversation maybe for
(10:12):
season eight.
This is a surprising stataround AI and chatbots and
things like that.
That may surprise some of you,but they say things like that.
I don't want to wait for myappointment.
When I come in the door, I wantpeople to know that I'm there,
I want to be greeted and I wantthe appointment to start right
away.
I want them to respect my time.
I'm the customer and they gointo all of these things that
(10:33):
are pretty standard, right, likenone of those are rocket
science, even though themajority of those still don't
exist inside the practice.
Like, what's going through mymind with hospitality are things
that you could listen to overthe course of now.
We're wrapping up seven seasonsof this, which is just crazy.
Like there are so many hundredsof things that we teach that
(10:56):
would fall into that hospitalitybucket, and it's all with the
intent of getting what you wantright, of getting people to
start today, getting people toput down more, not because you
require it, and I'm going totalk about that here in a minute
.
With affordability right, a lotof people mistaken affordability
and flexibility for forcheapness, and it's the opposite
.
I'm going to give a referencehere here in just a minute when
we talk about the third thing hebrought up.
(11:17):
So I started diving into him.
I'm like look, man, like let'stake hospitality, take a hotel,
and I went into all the thingsthat we did and he's like wow,
that's amazing, because all ofthose things like would get me
to most likely buy from thispractice, right, and a lot of
the things that we're talkingabout are things that the
customer or perspective wouldn'tnecessarily even know.
(11:38):
Like he's, they're going toknow if you greet him and pay
all the things he said they'regoing to see that.
Know, if you greet him and payall the things he said they're
going to see that.
But there's countless of otherthings people aren't thinking
about.
That would still go intohospitality.
That would then, if you deliverit, get them to go wow.
But these are the things.
If you all just ask people on anairplane, you're standing in a
(11:59):
line at a restaurant or whateverit is and you get into
conversations and you just askpeople.
And this is funny.
It's just like your five-starreviews.
Your five-star reviews proveall of this.
Right?
The five-star reviews you guyshave heard me say this a million
times the five-star reviewstalk about your business.
They don't talk about yourpractice.
Right?
It proves why what we do isneeded by literally every single
(12:22):
practice in the world 100% ofthem.
Right, this hospitalityexperience, training, the
psychology methods and training,the verbiage, presentation,
communication skills, salesfundamentals all the stuff
leadership, culture, all thestuff you've heard me talk about
a million times.
So he says hospitality, themindset for a lot of you and why
(12:45):
it gives you such a uniqueopportunity, is when you think
about growth or if you're notgrowing or if you've got issues.
Very few of you thinkhospitality is the reason, and I
am here to tell you that it isFor all the reasons I just said.
Like you have employees that ifthey gave their resume to a
hospitality company that viewsthemselves that way, they would
(13:06):
not be hired, and that provesthat you have problems in the
hospitality department.
It does not mean that you'remean.
It does not mean anything likethat.
A lot of times people think, oh, we're nice, people like us,
therefore we're hospitable, andthat is not the case.
Were hospitable, and that isnot the case, right?
(13:29):
Hospitality is advanced,advanced, advanced training that
comes with hundreds ofsubcategories and, when executed
, people will buy from you, theywill refer to you, et cetera,
et cetera.
So hospitality was the firstthing he brought up.
And I mean, he spit thesethings, guys.
I'm telling you, he spit thesethings out of his mouth.
It wasn't like, hey, why didyou buy from this practice?
And if you typed in Invisaligninto Google and six or 10
(13:51):
practices come up, how would youdetermine which one to buy from
?
It wasn't like he went huh,that's a good question.
Let me think about this for aminute.
It wasn't like that.
It was literally three thingsspit out his mouth in record
time.
It was like boom, boom, boom,boom, boom.
It was like Sonic.
I have little kids, so we watchcartoons.
(14:14):
These are the things.
Now, the second thingconvenience.
You all have to remember andand this is true for, for and
this is why your mind always hasto be outside the healthcare
space is convenience, is?
It means so many differentthings, so many different things
(14:35):
.
And it's amazing still in thisindustry, when you talk about
virtual consults, how peoplewill be like, ah, those are bad
patients, right, and it'sbecause, like you've, you've
tried a widget on your websiteand and you haven't had good
success with it.
Maybe your no-shows are high,your conversions low, blah, blah
, blah.
(14:56):
So you draw the conclusion thatthe virtual appointments don't
work, when I want your mindsetin a place of going look, we
have not had luck with thevirtual consults.
What are we doing wrong?
If that's where the mind is,then that's why you can seek
help and you can fix the leakyholes that exist.
(15:17):
Even people who've got thevirtual consult down really well
, there's still holes.
There's always holes that canget better down really well,
there's still holes.
There's always holes that canget better.
But because a lot of you lookat the virtual consult and you
may not have had success with itor you don't know how to do it,
instead of getting help withthese things, you place a label
on it it doesn't work.
(15:37):
Bad patients, price shoppers,blah, blah, blah, blah, blah,
blah.
Meanwhile, the reason whythat's happening to you is that
your processes are screwed up.
They don't work, like you'retrying to run it as if it was
the person coming into youroffice and that doesn't work.
And I bring up the virtualconsults as one thing with
convenience and that's somethingthat you should be advertising
(15:58):
all over your digital marketingexperience as well.
But it's also other things,right.
It's like if my retainers comeinto the office, are you going
to make me come and get those,or can you mail those directly
to my house, right?
And then that's another thing.
It's like mail them, like andthen meet on Zoom with them for
10 minutes.
Like that's convenience.
And those are a couple examplesof so, so, so, so much more
(16:24):
that I could sit here and talkabout.
But a lot of you don't view yourpractices that way, in the same
way that you would view anAmazon Like why do we buy from
Amazon?
And usually at a higher price?
Convenience, that's the word.
So why would you not want tooffer those same type
(16:46):
conveniences?
That's how, among many otherreasons, that's how you become
unique, and a lot of you are,flat out, not convenient,
whether it be the appointmenttimes you offer, whether it be
you don't offer remotemonitoring, which, in 2024, is
(17:06):
just beyond crazy to me Like Ican't wrap my head around.
I can wrap my head around itbut it just blows me away.
You know, it continuously blowsme away that the innovation in
industries.
You take the airline industryand Richard Branson.
You know when he started.
You take the airline industryand Richard Branson.
(17:46):
When he started there industryexperts that have been around
the airline industry forever.
Here comes an entrepreneur withno previous experience, looking
at all these people goingyou're a bunch of clowns.
Like again, you're nickel anddiming.
You're nickel and diming theprofit sheet to screw the and
screw in the customer in theprocess.
Uh, you can't look beyond paper.
Your customer experience sucks.
You don't know people Like youanalyze the numbers instead of
(18:09):
being great with people.
You don't train your people onhow to interact with your
customers well, you're soinundated with the numbers.
This happens to corporationsall the time and Richard Branson
went into the airline industryand kicked their ass.
And this is kind of the samething that all of you have to
remember is that a lot of timesthey say like the innovation in
(18:29):
industries is brought from anoutsider, because the people in
the industry get stale.
And then, as things change taxicab industry exactly, you know
Uber came in, changed it all.
Like the mentality is so staleinside industries.
This is why, when, like with us, we come from outside your
bubble, we look at all theproblems you think you have and
(18:52):
we look at them at all asopportunities period, because
there are solutions to all ofthem.
But you actually have to getoff your butt.
You have to invest in thepeople that can help you fix the
problems that you'recomplaining about.
Next season, I've got I thinkit's going to be next season and
it's one that I've I have notshot yet.
Um, I've wanted to for a longtime but, but it's going to talk
(19:14):
about the, really the only timethat you're not allowed to
complain about your problems.
And this is kind of the essence.
Like, if you're complainingabout problems you have but
you're not investing to fix them, you have no right to complain
about the problems.
You have Period Period and alot of the problems a lot of you
have out there can be solvedwith convenience.
And again, convenience meansthat all kinds of different
(19:37):
things and that's whyconvenience fits under
hospitality.
If you are not convenient, youare not hospitable.
Convenience is a subcategory ofhospitality and this is
something I was teaching him onthe plane.
I said look like and this iswhere I never like jump into
these conversations because it'slike one of the things you all
(19:58):
have to be worried about is thatyou're obsessed clinically Like
that's your passion, so you canvery easily get into the exam
room and turn people off if youLike that's your passion, so you
can very easily get into theexam room and turn people off.
If you talk too much about yourpassion, like if you get into
the clinical weeds, right, andthat happens to all of us.
Like you know, I fly planes soI can easily pilot, nerd you to
death and you don't care.
But I'm talking about mypassion or talking about the
(20:19):
rules in baseball.
I haven't been an umpire inprofessional baseball.
Like I can bore you to deathabout those things.
I'm passionate about it, andwhat I'm talking about here
today with that guy I'm verypassionate about obviously.
So I got to really be careful.
I don't want to dive too much,but the guy kept asking
questions, like he was.
He was thoroughly intriguedwith the whole concept of what
really gets like he didn'treally even know why he would
(20:44):
buy from a practice, right, likehe knew it.
But until he said it out loudand we got into this
conversation.
He was like, damn, I didn'treally realize that they.
They are a business, right, andI've got 20 options to pick
Invisalign for and this isn'tabout Invisalign, but Invisalign
is a highly entered search termand people are shopping for it
(21:05):
and and that's all fine andgreat.
If you're the one that's gotthe better culture, the better,
the better digital marketingexperience and the better
trained team from A to Z, youwill win that battle, and at a
higher price.
And these are the things I'mtalking about.
But I also talked to him aboutwhat true customer service is
Like.
If you look at the break roomsat the Rich Carlton the montage,
you know their mantra is we getwhat we want from our customers
(21:30):
.
That's what we're doing Like.
Everything we work for is toget what we want, but we're
going to get there by deliveringmore than that customer would
have expected at every givenmoment in time.
That's customer service, right?
So all the things you know.
Hospitality is an ingredientthat goes in that recipe.
(21:50):
Convenience happens to be asubcategory under hospitality.
So does affordability, right?
So you have hospitality thatgoes into that definition.
And I'm teaching him all thisstuff and he's just amazed like,
wow, this is so cool and heactually started.
He starts listening, I have hisnumber and he's texting me.
It's like listening to the newpatient group podcast now going
damn like this has alreadyhelped me in the job he happens
(22:14):
to do, which has nothing to dowith healthcare, which is the
whole point of of why I havethis podcast, why we have this
company.
The whole point of why I try totalk to all of you is that
you're not an orthodonticpractice.
You are a hospitality peoplefirst business that is selling
orthodontics instead of food,instead of a hotel room, et
cetera, et cetera.
And when you're in this mindset, you will constantly get great
(22:36):
ideas come to your mind thatother people just will not think
about when they're stuck insidethe healthcare bubble.
But I think I got on all ofthis because a lot of this
innovation going back to remotemonitoring, when I was like I
can't believe it, like I canbelieve it being in this
industry, but it still blows meaway that anybody, any practice,
would not be using remotemonitoring, whatever form
(22:57):
Invisaligns.
Dms grins like they all haveadvantages, they all have
disadvantages, like that there'sone that there's some that are
that are better.
There's some that aren't, butit doesn't matter.
Like the concept of remotemonitoring, the only people that
would ever view it as a badthing, and all the bias that
comes up about it, which none ofit's true and season eight.
(23:18):
So next season I'm going to bedoing a lot more about the bias
against remote monitoring,debunking those bias biases,
because we haven't, I don'tthink and I don't know why.
It certainly hasn't beenintentional, but I have not done
a lot, if any, topics on thispodcast specifically about
remote monitoring, and I want tobecause we are huge believers
in it.
Like I said, the only peoplethat would ever view it as a bad
(23:41):
thing are people in theindustry, like your prospective
customer patient, your existingpatient, like nobody's going to
view it as a bad thing,especially if you know how to
articulate and sell the value ofit.
All the things that people claimare not good about remote
monitoring are all solvableproblems, usually created by the
practice itself.
It's just crazy to me that youwouldn't have all your patients
(24:03):
on remote monitoring, clearaligners and braces by the
practice itself.
It's just crazy to me that youwouldn't have all your patients
on remote monitoring, clearaligners and braces, by the way.
It's just.
It's crazy to me, but the pointis is this is why it's such an
opportunity for those who arebecause you are more convenient,
period.
It's not that people and thisis not a remote monitoring topic
, so I don't want to get in theweeds on this but it's not that
people don't want to see you.
(24:24):
It's that they don't want tosee you.
If they don't have to see you,it just goes back to simple is
that every day, companies winthat are more convenient Ones.
You can click a button andorder online, don't have to go
into the store, et cetera, etcetera.
But, for whatever reason,there's this barrier when you're
running your practice.
You can't think this way, butyou should, because again, you
(24:47):
have a consumer sitting in anairplane saying specifically I
want the practice that'shospitable, I'm looking for
hospitality, I'm looking forconvenience and, like I said,
convenience comes in manydifferent factors.
Convenience is also when I walkthrough your door, do I have to
sit for 10 minutes or do yourun on time?
Right, that fits into theconvenience bucket.
(25:08):
Like, there's so many things.
Like, are you making me come infor, you know, appointments
that easily could be done in afive or 10 minute zoom or didn't
have to be done at all, likethere's so many things.
If I have a potential, you know,emergency, can I take a scan
with my remote monitoring boxand you can analyze that and go.
You know, mr Wright, this isn'tactually emergency.
This is very common.
You're going to be good Switchto the next aligner when it
(25:30):
tells you or I tell you what,just come in, come in in a week
or two.
This is not something you needto get in right away Like blah,
blah, blah.
Or do I have to come in only tofind that out?
Like there are so manydifferent things that practices
do, usually unintentionally,without even thinking about it,
that aren't convenient for thecustomer, for the patient.
(25:51):
And again, if you think aboutyourself as a people first
business that sells orthodontics, dentistry, plastic surgery,
whatever it is and this isexactly what I used to talk to
my employees in plastic surgerywhen I my own practices is, we
do not sell plastic surgery.
We are in the people businessfirst and all the things that
(26:14):
people recognize the most.
We are going to be the finestorganization they've ever walked
into in any industry in theworld, health care or not.
Right and through that.
Our sales are going to go up,our referrals are going to go up
, our referrals are going to goup, we're going to create fans.
We don't need to advertise, etcetera, et cetera.
We'll always be innovating,we'll always be coming up with a
new idea and we're going tosell great clinical work at the
(26:36):
same time.
But it's not the other wayaround.
And for all of you listening tothis and this is why I wanted to
end this on today's message isI want you to truly understand
are you a high-level hospitalitybusiness?
Right?
Are your phones up front?
If they are, you're probablynot a high-level hospitality
business.
Why?
Well, because when I walkthrough your door with my kid,
(26:57):
janice is on the phone and now Ihave to wait.
There are so many hundreds ofthings that go on every single
time, like I show up for mydelivery appointment for
aligners and the front deskperson says sign in and sit down
, someone will be with you.
Like what the hell is that?
Everybody, and that's how itworks in all of your practices.
By the way, right, there's nocommunication about the personal
side of the notes.
(27:18):
From the TC to the frontconcierge, you know, greets the
patient in a wow way.
Trust transfers it to the frontconcierge, you know, greets the
patient in a wow way.
Trust transfers it to theassistant that's going to be
running today.
The assistant picks up on hey,you know all the personal notes,
like there's so many advancedthings that you all are missing
out on because you don't knowwhat you don't know.
And these are things you've gotto then ask are you convenient,
like if if I broke your practicedown versus Amazon, versus
(27:43):
another people-first business,do you offer that type of
convenience?
You've got to be truthful withyourself.
The answer for the majority ofyou out there is flat out no,
and it's not.
You can't take it as like acriticism or an insult.
You can take it as running abusiness is freaking hard and
(28:04):
being great at the things I'mtalking about is fricking hard
and constantly evolving andinnovating is fricking hard, and
that's where I can go on backto is most of the innovation
comes from people with outsideof your industry.
Because you get into this nineto five rut, you only hang out
with people from your industry.
You end up hanging out withpeople that are negative Nancy's
(28:26):
and talking bad about priceshoppers.
And when?
When reality is, is that priceshoppers are smart because they
don't understand the value ofwhy you're seven and the other
two are five, like that.
That's what all this goes into.
You've got to be honest withyourself and going into next
year and beyond, this is the nowand the future.
Everybody like.
What we're talking about hereonly becomes more important with
(28:49):
every single year that passesperiod and there's never a
finish line that this is anothertough part like that.
The three things that we'retalking about you know for the
most part, especially withhospitality and convenience,
there's never this line youcross.
You're like, okay, we're there,we got it.
You can't let that culture evercreep in either of that mindset
because you never got it.
(29:10):
That's the beauty of ongoing.
That's why I did the previouspodcast around neutrality and
the cognitive training is thatyour key is repetition,
repetitive thought, repetitiverole plays, et cetera, et cetera
, around like-minded peopletrying to accomplish the same
vision as you.
That was a really good episode,great feedback by everybody.
Make sure to check out theprevious episode.
(29:33):
So then we get intoaffordability, and I have not
done this is kind of like theremote monitoring.
It's not intentional, but Ihave not really done a lot of
discussion, topics and podcastsspecifically about affordability
.
And the three things this guytold me on the airplane are
easily easily 30, 50, 100podcasts that I could make just
(29:56):
from the conversation I had withthis guy in the plane, and I
intend to.
I don't want to go into depthof even if any given one,
because it's really not about it.
It's just about getting all ofyour minds.
This is just another podcast ofgetting your mind in a place
that your orthodontic saleInvisalign braces, whatever else
(30:17):
.
That is not what you're sellingeverybody.
You are selling all of theexperiences and I cannot
articulate this enough, andthere's an art to doing that.
There's an art to doing thataffordability.
So there's a lot of bias, youknow, I, I think, I think and I
usually say this when I speak onstage, and I have a story that
(30:40):
I talk about with pilots, andone of the things that gets
private pilots killed is is biaswhere, if you're in IFR
conditions, which simply meansconditions where you can't see
anything you're in the clouds,as an example, or at night even,
even usually on clear days, atnight, you can't see a lot of
stuff.
So you're flying the plane oninstruments and this happens
(31:04):
especially when you take off youcan have and this even is the
case whenever you can see is youget these sensations of you
know you're climbing too fast,right, your plane's too upright,
you're not climbing enough, theplane's tipping to the right,
like.
You get these sensations, butthe dials, the instruments, are
telling you something else.
(31:24):
And what happens and it iseasier said than done, just like
removing personal bias and howyou feel about things in your
business is easier said thandone, but you have to do it.
To be a great CEO, a greatentrepreneur, you cannot do
things based on how you feel.
Fortunately for many of you outthere, especially if you're new
to this podcast, that's how youdo it.
I feel it should be this way.
(31:47):
Or I feel a patient's going tonot pay, or we've had one not
pay us if we extend our monthlypayments, which I'm going to get
to in a minute.
So what happens in these IFRconditions as a pilot is that
you're in the clouds and youhave these feelings of, hey, I'm
tipping to the right and yourbias wants to say, okay, yank
(32:07):
the steering wheel air quotesobviously not a steering wheel
on a plane but yank it back tothe left and correct it.
Well, if you do that, you'redead because the plane's not
tipping to the right.
The instrument says you'reperfectly fine.
Or the instrument may actuallysay you're going to the left and
that happens.
It's there's sensations,there's medical terms for it
(32:29):
that you have to get right andunderstand them on your test to
be able to pass it.
And if you're going to the leftlike you feel you're going to
the right, but the instrument'ssaying you're going to the left
and you trust your gut and youyank it to the left, you flip
the plane upside down in yourhistory.
So, no matter how you feel, ifthe instrument is saying you're
going to the left, you've got toturn it back to the right and
(32:49):
compensate properly.
And that's easier said thandone because as you turn to the
right, your body already feelslike you're going to the right
and you feel like you're goingto flip it.
And you're not as long as youpay attention to the instruments
.
A lot of you out there you don'tpay attention to the
instruments and the financialpresentation and money options
and things like that are proof.
And everybody has the you knowpatient that screwed them one
(33:13):
time and therefore you've madeall of your financial options
around the one instead of the 99that paid you fine, or you know
you're a paid in full buyer inyour personal life, so that's
how you think everybody shouldpay.
The TC is this type of buyer,so she presents it with a bias,
like there's so many thingsaround the financial
presentation that we really havenot touched on a lot on this
(33:33):
podcast.
That's why you know I've got atleast 300 more episodes that
I've, that I've mapped out andand it's always just like okay,
what, which one's next, and howdo we take each season and
things like that.
And and that's part of the rolethat I have as host here that I
love, I love mapping them out.
So you talk about affordabilityand and this is this is kind of
(33:57):
the thing, right, Isaffordability means so many
different things.
It's also under the hospitalityumbrella.
This is what I was teaching himand I asked him what does
affordability mean to you?
And he said well, to us as afamily, it's a matter of getting
the monthly payment where weneed it, right?
So you as a practice, it's amatter of getting the monthly
payment where we need it.
So you as a practice, and youreally got to be thinking about
(34:19):
this and, like ortho phyo, Ispeak for.
You know they've got dataaround this, we've been tracking
it, I pay attention to it aswell Is that you know if you're
a here's what, what?
Let me just sum it up this wayIf you're a practice that
charges seven grand, this way,if you're a practice that
charges seven grand, right.
And this is how one of the waysthat a practice that's more
(34:40):
expensive can also be moreaffordable and this is what this
guy meant, because I gave himexamples.
Matter of fact, in the slidedeck that I was working on, I
compared this as a car Like Ihad a Hyundai, whatever versus a
Mercedes S-Class, and I showed,via flexibility and
affordability, how the MercedesS-Class could be a lower price
(35:01):
every month, right.
If the Mercedes S-Class said putdown whatever you want, you
know, let's say, it's a $200minimum down payment requirement
.
They allowed you to extend out.
You know for many, many yearsbeyond, what the Hyundai is.
The next thing, you know,you're more affordable monthly.
If you look at the Hyundai andit's like look, we require
(35:23):
$3,000 down, right, you can onlyextend out for this long.
The monthly came out at higherthan the Mercedes S-Class.
People don't really care aboutthe total price.
In this country there'sexceptions to that, but what
they care about is the downpayment to get into something in
the monthly.
So that's why there'd be a lotof Mercedes S-classes driving
(35:44):
around if the down payment wasreally low and you could extend
out monthlies as long as youwanted.
And I'm not sitting back heresaying, hey, you should extend
out monthly payment plans for 10years.
But what I am telling you isyou are absolutely killing
yourself if you don't extend outpast.
Whatever their treatment lengthis right let's say it's 18
months there is no reason youshouldn't go to 32, 36 months on
(36:07):
that period.
What if they default?
There's no data in the industrythat says they will.
The data in OrthoPhi has thisis it happens four to six months
into treatment after they'vepaid about a total of $2,400.
So, based on the data, what doyou care?
And the other piece and I'vealready actually shot this
podcast.
I don't know when I'm gonnalaunch it, but it talks about
(36:29):
and this is something all of youthis needs to ring home.
This needs to ring home andring true with a lot of you out
there, because your highcollection rate if you're 98%,
99%, 100%, whatever that you andyour team like to brag about.
That's not a good thing.
(36:50):
This industry and the messagingfrom within the industry by so
many people is like yeah, youshould be 98% above.
That shows that you'recollecting properly.
That's bull.
Any bank that collects at thatrate means one thing You're not
taking on enough risk period andyou're letting customers walk
and all of you out there and allof you out there because some
(37:12):
of you, especially the MPGcustomers you are affordable and
flexible.
You understand that you cancharge a high price if you do
all the things we talk about andyou're affordable and flexible.
You can be more expensive thanthe other five opinions and you
are most likely to win becauseof what we're talking about
right now.
If you collect in the low 90s,even the high 80s, what's going
(37:34):
to happen is is that you aregoing to get an enormous amount
of more starts because of it.
So, yeah, are you going to havesome defaults?
Absolutely you're going to havesome defaults, but who gives a
damn if five people default butyou get 100 more starts because
of it?
Or if five people default butyou get 30 or 40 more starts
because of it, who cares if fivepeople do it If you get 25 or
(37:55):
30 more starts because of it,but you can't make your
financial mind around the onesthat screw you.
Every business deals withdefaults, not just you.
Every business deals withdefaults.
So what you always have to bedoing in this podcast is not
about this today, but what youalways have to be doing is
playing this game right Is, howmuch risk can I take?
(38:16):
And if I take it, do I grow andget a lot more starts because
of it?
And if you do, the risk isabsolutely worth it.
Now, if five people default andyou got seven more starts
because of it, obviously notworth it.
Right, and you can and only youcan make that math and do that
data.
But the reality and this guytold me he's like look for us,
it was all about the monthlyright.
(38:37):
So the practice that we endedup buying from, uh, they were
really kind to us.
Uh, they really respected ourtime.
Uh, you know, they paidattention to us.
They did some things that youknow other practices weren't
doing.
Right, and?
And ambiance, he didn't mentionthis, but ambiance is another
one because I, I he didn'tmention this, but ambiance is
another one because he didn'tmention this.
But I asked him like did thatpractice look updated?
Like, did that?
(38:59):
And he's like, yeah, like woodfloors, like it just looked
apart, right.
And a lot of you have tounderstand too, like ambiance
goes into hospitality.
That's another thing.
It's very difficult for you tobe the highest price of five
opinions.
Try to come across as thisadvanced, all digital practice
and then have carpet from the80s, cabinets in your TC room
(39:20):
from the 80s, etc.
You get the point.
So this practice looked thepart.
They were hospitable, they wereconvenient, and then they were
able to reach the monthlypayment that he wanted because
they extended out the monthlyterms, like he was, I think he
told me like a an 18 month, 17month case right in there and
they extended out to 35 months.
Um, bingo, there you go.
(39:42):
It's like that's how you can bemore expensive than the other
opinions and still win, right.
And this is the same thing withthe down payment.
You know a lot of you have tounderstand is that you are
asking for a down payment thatis higher than what the majority
of people in America have intheir savings account and you
have to say to yourself, well,that's asinine, that makes no
(40:05):
sense.
Like, how can we get away withthat?
Too many of you don't.
But this goes back to theaffordability and flexibility
you can't require now with theTC skill sets and presentation
skill sets.
You can get it, but you shouldnot require a high down payment.
It's part of open choice.
This is not the topic for today,but this absolutely goes into
(40:27):
why your practice will lose.
Let's say you're 5,000.
My practice is 7,000.
My practice implements thethings that I talk about in this
podcast and that we implementinto our customers' practices.
And then, on top of that, my$7,000 total fee.
I'm actually more affordablemonthly than your $5,000 total
price because I have open choicein my down payment and I allow
(40:49):
flexibility to extend outmonthly payments to a certain
extent beyond treatment.
I will beat you.
I will beat you, period.
And this is how all of you haveto think, because here's a
perfect example of a guy, 35,000feet up in the air having a
conversation with me thatinstantly spit out these three
things and then wanted to pickmy brain because a lot of the
(41:10):
things he did for a living, whatI taught him on the airplane,
now helps him.
Like we text.
He listens to the podcast, likeI said, like these people that
you're dealing with.
They notice these things, theypay attention to these things as
they shop around.
And I want you to finish off,you know, as we finish off
season seven, I want you toreally take a deep dive into
(41:31):
your hospitality, into theconvenience that you are
offering, or lack thereof, right.
And then the affordability, theflexibility that you have from
a payment plan option to getyour monthlies lower than other
people that I'm shopping for,and all of this is the art of
being the most expensive, right,as well as hundreds of other
things, right.
(41:51):
But I wanted to finish this off.
This will be a good, you know,the rest of November, december
take a hardcore dive into it andlook, we're here to help and
this is something that we wantto work with your practice and
making sure that leadership,culture, digital marketing,
right, sales fundamentals,psychology, verbiage,
presentation, communication allthese skillsets that fall into
(42:14):
the hospitality bucket we wantto make sure that you are
showcasing those front andcenter always, and when you do,
your problems are they going togo away?
No problems ever go away as abusiness owner, right, but your
problems shift from I'm nothappy with A, b and C,
conversion revenue, et cetera.
They shift into other areasthat we then can help with as
(42:34):
well, and we look forward toworking with your practice in
2025 and beyond.
And I'm excited.
Hey, we finished up a wrappingup season seven.
I think this was a good one towrap up with.
We got lots of stuff going onin December.
Looking forward to seeing it.
Hey, and I saw great people atInvisalign Summit.
Summit was amazing.
Just love seeing everybodythere and love seeing everybody
(42:56):
look same way with this right.
I love seeing everybodythroughout all the events every
single year, and the podcast isgrowing.
Dr Hakeem, I'm gonna give aspecial shout out to you, man
coming in from Dubai and atSummit and wanting to see me,
and that was really cool for me.
It was great getting to knowyou, um, and you came aboard as
(43:17):
a customer too, but just seeingthe podcast you know people from
all over the world is justreally cool.
It means a lot and I think wehad a great season.
The feedback has been wonderful.
Uh, looking forward to anothergreat season in season eight,
cause the way I look at is we'rejust getting started, baby.
We got all kinds of stuff to go, all kinds of new things to
talk about and we're going to.
(43:37):
Season eight is going to begreat.
We'll see everybody back.
We're going to be launching thevery first business day of
January with season eight, solook forward to a brand new
episode.
Think about these three thingsand really analyze yourself,
really critique yourself and askwhere you can get better in all
three of them, because all ofyou can, and there's some areas
that you do know, and thenthere's some leaky holes that
(43:57):
happen to you all every singleday that you don't know of, and
I want you to be aware of bothof those.
Okay, aware and acknowledgethat you may not know the leaky
holes, and that's also why youneed help in these areas right,
hospitality, convenience,affordability.
We're gonna end now.
Appreciate everyone's support,thumb this up, share it with
your friends and colleagues.
We keep growing like crazy andI want season eight to be the
(44:19):
best one of all time.
Until then, everybody have agreat Christmas, great upcoming
Thanksgiving as well.
Happy New Year to everybody.
We'll see you back with episodeone of season eight in the near
future.
Bye-bye.
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, All right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 2 (00:23):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of newpatient Group, managing partner
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another editionand the final edition of Season
7 to the New Patient GroupPodcast.
This will be the last one ofSeason 7.
We're going to wrap it up.
If you'd listened to theprevious episode, I was thinking
about making that the last one,but I listened to it and a lot
of times people are like hey,man, how do you keep coming up
(01:17):
with ideas for the podcast?
I'm like look, all of you haveto do is keep your eyes and ears
open.
In any company interaction thatyou have, regardless of
industry, just conversationsthat you have with people on an
(01:38):
airplane or your friends orwhatever.
Run businesses, poorhospitality, leaky holes in many
different areas around anorganization.
That all apply, whether it'sorthodontics, dentistry,
healthcare, non-healthcarerestaurant, whatever all the
things you hear us talk about.
They all apply to all of youout there.
And that's why the ideas areendless and the more I read and
(01:59):
the more I study and the more Iwant to improve, the more ideas
just keep coming to mind.
And, matter of fact, as I dothis podcast today, I was in the
process of trading in my carand looking for the right deal
and things like that.
And next it'll probably be nextseason, season eight.
I'm going to actually go andshoot this and the difference
between a finite mindedsalesperson versus an infinite
(02:21):
minded salesperson and how thatapplies to you as a CEO and
entrepreneur would be a reallygood one.
But it's an example of just megoing to trade in a car I
literally got.
That was one example.
I got five or six differentepisodes for future seasons to
be able to talk about.
So you just have to have youreyes and ears open a lot of the
time and just like today.
What I'm going to be talkingabout today happened about
(02:42):
35,000 feet in the air.
I was sitting next to thisgentleman and his wife.
We got into a conversationbecause he saw me.
I was doing some content, I hadmy laptop open and I had left
it on my title screen, which iswhere people introduce me, and
he saw that I was a speaker forInvisalign and he kind of he
calls me.
He's like hey, man, see youspeak for Invisalign.
(03:02):
I did Invisalign.
And he kind of he calls me.
He's like hey, man, ceo, speakfor Invisalign.
I did Invisalign before.
Yeah, I really liked it, youknow, blah, blah, blah.
So what do you do, man?
Like I see you're building outyour content and stuff, and
whenever somebody asks me, hey,what do you do?
I never know exactly how toeven answer that question.
And we started talking.
And and whenever I get intoconversations like that, you
(03:26):
know there are times onairplanes I don't want to talk
to anybody, I guess not evenjust airplanes.
There are times in life where Ijust don't want to talk to
anybody.
And then there's other timeswhere, hey, you know I love to
have conversations with peopleand I want to be surrounded by
people and, you know, have funand be with people.
And and I was in a mood thatday to chat, so I asked him.
(03:47):
So you know, the doctor that youbought the Invisalign from, you
know what were you?
What were you looking for fromthat doctor, how did you make a
decision?
Because he had mentioned that.
You know he was looking aroundand he brought that up because I
told him what we do.
You know, one of the things wespecialize in is helping
businesses that are in acommodity restaurant,
orthodontist, dentist, et cetera, et cetera, et cetera.
(04:08):
When you type in something thatyou sell, are there going to be
a million options within apretty short drive from my house
or my place of business or mykid's school, things like that.
And if there are, you're acommodity.
Whether you like to hear thator not, that is the reality.
So that's where I told him he'slike well, man, that makes
(04:29):
sense.
You know, I remember when I didmy Invisalign, when I Googled it
, there were all kinds ofdifferent options.
So I said, yeah, so what madeyou decide to go with the
practice that you went with?
You know, when there's sixdifferent choices, what's going
to differentiate one practicefrom another?
And he gave me three thingsthat were, I mean, right away,
(04:50):
he didn't even have to thinkabout it.
He said hospitality, one, two,convenience, that's two, and
three, affordability.
And I told him you know it's sointeresting you said that
because these are the thingsthat we teach and I said now,
affordability.
A lot of times people don't knowthis, they don't know
definitions, things like that,but convenience and
affordability go into thehospitality umbrella.
(05:11):
You know, a lot of times peoplethink hospitality and customer
service are the same thing andthey're not right.
Hospitality fits into therecipe of customer service, but
customer service does not fit inthe recipe of hospitality.
Same way with this, likeaffordability and flexibility
One.
It does not mean I'm going todive into a little bit of each
one, but these are things.
This is why I wanted to do thisas the final episode of season
(05:34):
seven, because these are thingsthat I want you to be thinking
about as we head into seasoneight of the new patient group
podcast.
Many of you know we don't doepisodes, and I talked more
about this in the previousepisode.
We don't do episodes inDecember.
A lot of reasons for it.
So this this is going to wrapup season seven, like I said,
but these are all things that Iwant you to think about.
(05:55):
As people enter in Invisalign,they enter in braces, they enter
in whatever they enter.
Are you convenient?
Do you showcase that you'reaffordable?
Do you showcase that you'rehospitable?
When they call your office, dothe receptionist presume those
things?
Do they know how to edify thecertain things when they come
(06:16):
into your office for an opinion?
Like these are things thatyou've got to be thinking about,
because these are also thethings that allow you to charge
a higher price.
It's so incredible to me in 2024, as I shoot this podcast today
and as we're heading into 2025,how difficult it still is to get
people to think like this.
Not only is this the now and ithelps you get through tough
(06:39):
economic times like we've beenin now for a while.
Not only do these things helpminimize the pain that you feel
in those situations or even helpyou grow, these are also the
things that, whenever theeconomy is good, make you
skyrocket, allow you to chargemore things like that.
But it's so hard, even today,to get people to think in terms
(07:01):
of hospitality, convenience,affordability, and obviously
there's a lot more pieces to thepuzzle.
Convenience, affordability, andobviously there's a lot more
pieces to the puzzle, a lot moreslices to the pizza, whatever
you want to call it.
But let's start on thehospitality side.
When he talked because we gotinto this conversation and I
said what does that mean to you?
And he goes well, I want to betreated nice, I want to be
(07:24):
noticed, and there's several ofyou, and this is unbelievable.
You know I want to be treatednice.
You know I want to be noticed,and there's several of you, and
this is unbelievable to me.
I just had and this is one ofanother pod I just got my
haircut as I do this podcasttoday.
I got my haircut yesterday andgot into this conversation with
Sarah was her name and how shedescribed going into an
orthodontist one time andsitting down for an hour and
(07:45):
just completely being ignored.
See, these are things that it'shard for you as doctors out
there to understand.
Why you need to fix them, whyyou always need to be improving
them, because a lot of thesethings are happening and you
don't even know about it.
Right?
You're in the back during thehaircut is like the doctor
wasn't even out there, like Ijust sat there I was rotting
(08:05):
away.
Finally, I went up and saidsomething and the girl up front
was like oh, we marked you as ano-show.
We didn't even know you werehere.
Right, it's that stuff, guys,it happens to all of you.
It may not be the Sarah that'swaiting in your waiting room for
an hour, but these thingsthere's holes everywhere on the
hospitality side of yourbusiness for the simple reason,
(08:27):
if nothing else, is that youremployees as I say a thousand
times on here over and overagain if your employees went and
gave your assistants, yourreceptionists, your TCs, your
hygienists, your whatever,whatever, whatever.
If they went and gave theirresume to any company that
specialized in hospitality, theywould not be hired.
(08:49):
And if that doesn't freak allof you out in a people first
business that you are right Inthe hospitality industry, that
all of you exist in right, ifthat doesn't freak you out, I
don't know what the hell wouldlike.
That shows you that you haveunqualified people working for
you, no matter how good theirclinical hand skills are, no
(09:11):
matter how good they are chairside, no matter how much you
love Betty, your receptionist,no matter how much you love
Timmy, your treatmentcoordinator, susie and Betty,
your hygienist, whatever it maybe, it may be they still
couldn't get a job inhospitality, most likely, right?
So your goal as a businessowner should be like hey, what
(09:31):
kind of training could we giveour people to give them the
skill sets that can go on theirresume to where, if they walked
into a Ritz-Carlton, theRitz-Carlton would go okay, I'm
going to consider you for thisjob, right?
That's what we do, among manyother things.
All of you should see value inthat, because if you don't every
single interaction youremployees have with a customer,
a patient or ones that you wantto become a customer or patient,
(09:52):
there are leaky holes in therebecause there are literally you
know, when I was talking to thisguy about hospitality, people
tend to say the same things.
Right, they talk about I wantto be noticed.
I want people that smile, Iwant them to be kind when I call
the office, I want them toactually answer the phone.
I don't want an AI robot, whichis a conversation maybe for
(10:12):
season eight.
This is a surprising stataround AI and chatbots and
things like that.
That may surprise some of you,but they say things like that.
I don't want to wait for myappointment.
When I come in the door, I wantpeople to know that I'm there,
I want to be greeted and I wantthe appointment to start right
away.
I want them to respect my time.
I'm the customer and they gointo all of these things that
(10:33):
are pretty standard, right, likenone of those are rocket
science, even though themajority of those still don't
exist inside the practice.
Like, what's going through mymind with hospitality are things
that you could listen to overthe course of now.
We're wrapping up seven seasonsof this, which is just crazy.
Like there are so many hundredsof things that we teach that
(10:56):
would fall into that hospitalitybucket, and it's all with the
intent of getting what you wantright, of getting people to
start today, getting people toput down more, not because you
require it, and I'm going totalk about that here in a minute
.
With affordability right, a lotof people mistaken affordability
and flexibility for forcheapness, and it's the opposite
.
I'm going to give a referencehere here in just a minute when
we talk about the third thing hebrought up.
(11:17):
So I started diving into him.
I'm like look, man, like let'stake hospitality, take a hotel,
and I went into all the thingsthat we did and he's like wow,
that's amazing, because all ofthose things like would get me
to most likely buy from thispractice, right, and a lot of
the things that we're talkingabout are things that the
customer or perspective wouldn'tnecessarily even know.
(11:38):
Like he's, they're going toknow if you greet him and pay
all the things he said they'regoing to see that.
Know, if you greet him and payall the things he said they're
going to see that.
But there's countless of otherthings people aren't thinking
about.
That would still go intohospitality.
That would then, if you deliverit, get them to go wow.
But these are the things.
If you all just ask people on anairplane, you're standing in a
(11:59):
line at a restaurant or whateverit is and you get into
conversations and you just askpeople.
And this is funny.
It's just like your five-starreviews.
Your five-star reviews proveall of this.
Right?
The five-star reviews you guyshave heard me say this a million
times the five-star reviewstalk about your business.
They don't talk about yourpractice.
Right?
It proves why what we do isneeded by literally every single
(12:22):
practice in the world 100% ofthem.
Right, this hospitalityexperience, training, the
psychology methods and training,the verbiage, presentation,
communication skills, salesfundamentals all the stuff
leadership, culture, all thestuff you've heard me talk about
a million times.
So he says hospitality, themindset for a lot of you and why
(12:45):
it gives you such a uniqueopportunity, is when you think
about growth or if you're notgrowing or if you've got issues.
Very few of you thinkhospitality is the reason, and I
am here to tell you that it isFor all the reasons I just said.
Like you have employees that ifthey gave their resume to a
hospitality company that viewsthemselves that way, they would
(13:06):
not be hired, and that provesthat you have problems in the
hospitality department.
It does not mean that you'remean.
It does not mean anything likethat.
A lot of times people think, oh, we're nice, people like us,
therefore we're hospitable, andthat is not the case.
Were hospitable, and that isnot the case, right?
(13:29):
Hospitality is advanced,advanced, advanced training that
comes with hundreds ofsubcategories and, when executed
, people will buy from you, theywill refer to you, et cetera,
et cetera.
So hospitality was the firstthing he brought up.
And I mean, he spit thesethings, guys.
I'm telling you, he spit thesethings out of his mouth.
It wasn't like, hey, why didyou buy from this practice?
And if you typed in Invisaligninto Google and six or 10
(13:51):
practices come up, how would youdetermine which one to buy from
?
It wasn't like he went huh,that's a good question.
Let me think about this for aminute.
It wasn't like that.
It was literally three thingsspit out his mouth in record
time.
It was like boom, boom, boom,boom, boom.
It was like Sonic.
I have little kids, so we watchcartoons.
(14:14):
These are the things.
Now, the second thingconvenience.
You all have to remember andand this is true for, for and
this is why your mind always hasto be outside the healthcare
space is convenience, is?
It means so many differentthings, so many different things
(14:35):
.
And it's amazing still in thisindustry, when you talk about
virtual consults, how peoplewill be like, ah, those are bad
patients, right, and it'sbecause, like you've, you've
tried a widget on your websiteand and you haven't had good
success with it.
Maybe your no-shows are high,your conversions low, blah, blah
, blah.
(14:56):
So you draw the conclusion thatthe virtual appointments don't
work, when I want your mindsetin a place of going look, we
have not had luck with thevirtual consults.
What are we doing wrong?
If that's where the mind is,then that's why you can seek
help and you can fix the leakyholes that exist.
(15:17):
Even people who've got thevirtual consult down really well
, there's still holes.
There's always holes that canget better down really well,
there's still holes.
There's always holes that canget better.
But because a lot of you lookat the virtual consult and you
may not have had success with itor you don't know how to do it,
instead of getting help withthese things, you place a label
on it it doesn't work.
(15:37):
Bad patients, price shoppers,blah, blah, blah, blah, blah,
blah.
Meanwhile, the reason whythat's happening to you is that
your processes are screwed up.
They don't work, like you'retrying to run it as if it was
the person coming into youroffice and that doesn't work.
And I bring up the virtualconsults as one thing with
convenience and that's somethingthat you should be advertising
(15:58):
all over your digital marketingexperience as well.
But it's also other things,right.
It's like if my retainers comeinto the office, are you going
to make me come and get those,or can you mail those directly
to my house, right?
And then that's another thing.
It's like mail them, like andthen meet on Zoom with them for
10 minutes.
Like that's convenience.
And those are a couple examplesof so, so, so, so much more
(16:24):
that I could sit here and talkabout.
But a lot of you don't view yourpractices that way, in the same
way that you would view anAmazon Like why do we buy from
Amazon?
And usually at a higher price?
Convenience, that's the word.
So why would you not want tooffer those same type
(16:46):
conveniences?
That's how, among many otherreasons, that's how you become
unique, and a lot of you are,flat out, not convenient,
whether it be the appointmenttimes you offer, whether it be
you don't offer remotemonitoring, which, in 2024, is
(17:06):
just beyond crazy to me Like Ican't wrap my head around.
I can wrap my head around itbut it just blows me away.
You know, it continuously blowsme away that the innovation in
industries.
You take the airline industryand Richard Branson.
You know when he started.
You take the airline industryand Richard Branson.
(17:46):
When he started there industryexperts that have been around
the airline industry forever.
Here comes an entrepreneur withno previous experience, looking
at all these people goingyou're a bunch of clowns.
Like again, you're nickel anddiming.
You're nickel and diming theprofit sheet to screw the and
screw in the customer in theprocess.
Uh, you can't look beyond paper.
Your customer experience sucks.
You don't know people Like youanalyze the numbers instead of
(18:09):
being great with people.
You don't train your people onhow to interact with your
customers well, you're soinundated with the numbers.
This happens to corporationsall the time and Richard Branson
went into the airline industryand kicked their ass.
And this is kind of the samething that all of you have to
remember is that a lot of timesthey say like the innovation in
(18:29):
industries is brought from anoutsider, because the people in
the industry get stale.
And then, as things change taxicab industry exactly, you know
Uber came in, changed it all.
Like the mentality is so staleinside industries.
This is why, when, like with us, we come from outside your
bubble, we look at all theproblems you think you have and
(18:52):
we look at them at all asopportunities period, because
there are solutions to all ofthem.
But you actually have to getoff your butt.
You have to invest in thepeople that can help you fix the
problems that you'recomplaining about.
Next season, I've got I thinkit's going to be next season and
it's one that I've I have notshot yet.
Um, I've wanted to for a longtime but, but it's going to talk
(19:14):
about the, really the only timethat you're not allowed to
complain about your problems.
And this is kind of the essence.
Like, if you're complainingabout problems you have but
you're not investing to fix them, you have no right to complain
about the problems.
You have Period Period and alot of the problems a lot of you
have out there can be solvedwith convenience.
And again, convenience meansthat all kinds of different
(19:37):
things and that's whyconvenience fits under
hospitality.
If you are not convenient, youare not hospitable.
Convenience is a subcategory ofhospitality and this is
something I was teaching him onthe plane.
I said look like and this iswhere I never like jump into
these conversations because it'slike one of the things you all
(19:58):
have to be worried about is thatyou're obsessed clinically Like
that's your passion, so you canvery easily get into the exam
room and turn people off if youLike that's your passion, so you
can very easily get into theexam room and turn people off.
If you talk too much about yourpassion, like if you get into
the clinical weeds, right, andthat happens to all of us.
Like you know, I fly planes soI can easily pilot, nerd you to
death and you don't care.
But I'm talking about mypassion or talking about the
(20:19):
rules in baseball.
I haven't been an umpire inprofessional baseball.
Like I can bore you to deathabout those things.
I'm passionate about it, andwhat I'm talking about here
today with that guy I'm verypassionate about obviously.
So I got to really be careful.
I don't want to dive too much,but the guy kept asking
questions, like he was.
He was thoroughly intriguedwith the whole concept of what
really gets like he didn'treally even know why he would
(20:44):
buy from a practice, right, likehe knew it.
But until he said it out loudand we got into this
conversation.
He was like, damn, I didn'treally realize that they.
They are a business, right, andI've got 20 options to pick
Invisalign for and this isn'tabout Invisalign, but Invisalign
is a highly entered search termand people are shopping for it
(21:05):
and and that's all fine andgreat.
If you're the one that's gotthe better culture, the better,
the better digital marketingexperience and the better
trained team from A to Z, youwill win that battle, and at a
higher price.
And these are the things I'mtalking about.
But I also talked to him aboutwhat true customer service is
Like.
If you look at the break roomsat the Rich Carlton the montage,
you know their mantra is we getwhat we want from our customers
(21:30):
.
That's what we're doing Like.
Everything we work for is toget what we want, but we're
going to get there by deliveringmore than that customer would
have expected at every givenmoment in time.
That's customer service, right?
So all the things you know.
Hospitality is an ingredientthat goes in that recipe.
(21:50):
Convenience happens to be asubcategory under hospitality.
So does affordability, right?
So you have hospitality thatgoes into that definition.
And I'm teaching him all thisstuff and he's just amazed like,
wow, this is so cool and heactually started.
He starts listening, I have hisnumber and he's texting me.
It's like listening to the newpatient group podcast now going
damn like this has alreadyhelped me in the job he happens
(22:14):
to do, which has nothing to dowith healthcare, which is the
whole point of of why I havethis podcast, why we have this
company.
The whole point of why I try totalk to all of you is that
you're not an orthodonticpractice.
You are a hospitality peoplefirst business that is selling
orthodontics instead of food,instead of a hotel room, et
cetera, et cetera.
And when you're in this mindset, you will constantly get great
(22:36):
ideas come to your mind thatother people just will not think
about when they're stuck insidethe healthcare bubble.
But I think I got on all ofthis because a lot of this
innovation going back to remotemonitoring, when I was like I
can't believe it, like I canbelieve it being in this
industry, but it still blows meaway that anybody, any practice,
would not be using remotemonitoring, whatever form
(22:57):
Invisaligns.
Dms grins like they all haveadvantages, they all have
disadvantages, like that there'sone that there's some that are
that are better.
There's some that aren't, butit doesn't matter.
Like the concept of remotemonitoring, the only people that
would ever view it as a badthing, and all the bias that
comes up about it, which none ofit's true and season eight.
(23:18):
So next season I'm going to bedoing a lot more about the bias
against remote monitoring,debunking those bias biases,
because we haven't, I don'tthink and I don't know why.
It certainly hasn't beenintentional, but I have not done
a lot, if any, topics on thispodcast specifically about
remote monitoring, and I want tobecause we are huge believers
in it.
Like I said, the only peoplethat would ever view it as a bad
(23:41):
thing are people in theindustry, like your prospective
customer patient, your existingpatient, like nobody's going to
view it as a bad thing,especially if you know how to
articulate and sell the value ofit.
All the things that people claimare not good about remote
monitoring are all solvableproblems, usually created by the
practice itself.
It's just crazy to me that youwouldn't have all your patients
(24:03):
on remote monitoring, clearaligners and braces by the
practice itself.
It's just crazy to me that youwouldn't have all your patients
on remote monitoring, clearaligners and braces, by the way.
It's just.
It's crazy to me, but the pointis is this is why it's such an
opportunity for those who arebecause you are more convenient,
period.
It's not that people and thisis not a remote monitoring topic
, so I don't want to get in theweeds on this but it's not that
people don't want to see you.
(24:24):
It's that they don't want tosee you.
If they don't have to see you,it just goes back to simple is
that every day, companies winthat are more convenient Ones.
You can click a button andorder online, don't have to go
into the store, et cetera, etcetera.
But, for whatever reason,there's this barrier when you're
running your practice.
You can't think this way, butyou should, because again, you
(24:47):
have a consumer sitting in anairplane saying specifically I
want the practice that'shospitable, I'm looking for
hospitality, I'm looking forconvenience and, like I said,
convenience comes in manydifferent factors.
Convenience is also when I walkthrough your door, do I have to
sit for 10 minutes or do yourun on time?
Right, that fits into theconvenience bucket.
(25:08):
Like, there's so many things.
Like, are you making me come infor, you know, appointments
that easily could be done in afive or 10 minute zoom or didn't
have to be done at all, likethere's so many things.
If I have a potential, you know,emergency, can I take a scan
with my remote monitoring boxand you can analyze that and go.
You know, mr Wright, this isn'tactually emergency.
This is very common.
You're going to be good Switchto the next aligner when it
(25:30):
tells you or I tell you what,just come in, come in in a week
or two.
This is not something you needto get in right away Like blah,
blah, blah.
Or do I have to come in only tofind that out?
Like there are so manydifferent things that practices
do, usually unintentionally,without even thinking about it,
that aren't convenient for thecustomer, for the patient.
(25:51):
And again, if you think aboutyourself as a people first
business that sells orthodontics, dentistry, plastic surgery,
whatever it is and this isexactly what I used to talk to
my employees in plastic surgerywhen I my own practices is, we
do not sell plastic surgery.
We are in the people businessfirst and all the things that
(26:14):
people recognize the most.
We are going to be the finestorganization they've ever walked
into in any industry in theworld, health care or not.
Right and through that.
Our sales are going to go up,our referrals are going to go up
, our referrals are going to goup, we're going to create fans.
We don't need to advertise, etcetera, et cetera.
We'll always be innovating,we'll always be coming up with a
new idea and we're going tosell great clinical work at the
(26:36):
same time.
But it's not the other wayaround.
And for all of you listening tothis and this is why I wanted to
end this on today's message isI want you to truly understand
are you a high-level hospitalitybusiness?
Right?
Are your phones up front?
If they are, you're probablynot a high-level hospitality
business.
Why?
Well, because when I walkthrough your door with my kid,
(26:57):
janice is on the phone and now Ihave to wait.
There are so many hundreds ofthings that go on every single
time, like I show up for mydelivery appointment for
aligners and the front deskperson says sign in and sit down
, someone will be with you.
Like what the hell is that?
Everybody, and that's how itworks in all of your practices.
By the way, right, there's nocommunication about the personal
side of the notes.
(27:18):
From the TC to the frontconcierge, you know, greets the
patient in a wow way.
Trust transfers it to the frontconcierge, you know, greets the
patient in a wow way.
Trust transfers it to theassistant that's going to be
running today.
The assistant picks up on hey,you know all the personal notes,
like there's so many advancedthings that you all are missing
out on because you don't knowwhat you don't know.
And these are things you've gotto then ask are you convenient,
like if if I broke your practicedown versus Amazon, versus
(27:43):
another people-first business,do you offer that type of
convenience?
You've got to be truthful withyourself.
The answer for the majority ofyou out there is flat out no,
and it's not.
You can't take it as like acriticism or an insult.
You can take it as running abusiness is freaking hard and
(28:04):
being great at the things I'mtalking about is fricking hard
and constantly evolving andinnovating is fricking hard, and
that's where I can go on backto is most of the innovation
comes from people with outsideof your industry.
Because you get into this nineto five rut, you only hang out
with people from your industry.
You end up hanging out withpeople that are negative Nancy's
(28:26):
and talking bad about priceshoppers.
And when?
When reality is, is that priceshoppers are smart because they
don't understand the value ofwhy you're seven and the other
two are five, like that.
That's what all this goes into.
You've got to be honest withyourself and going into next
year and beyond, this is the nowand the future.
Everybody like.
What we're talking about hereonly becomes more important with
(28:49):
every single year that passesperiod and there's never a
finish line that this is anothertough part like that.
The three things that we'retalking about you know for the
most part, especially withhospitality and convenience,
there's never this line youcross.
You're like, okay, we're there,we got it.
You can't let that culture evercreep in either of that mindset
because you never got it.
(29:10):
That's the beauty of ongoing.
That's why I did the previouspodcast around neutrality and
the cognitive training is thatyour key is repetition,
repetitive thought, repetitiverole plays, et cetera, et cetera
, around like-minded peopletrying to accomplish the same
vision as you.
That was a really good episode,great feedback by everybody.
Make sure to check out theprevious episode.
(29:33):
So then we get intoaffordability, and I have not
done this is kind of like theremote monitoring.
It's not intentional, but Ihave not really done a lot of
discussion, topics and podcastsspecifically about affordability
.
And the three things this guytold me on the airplane are
easily easily 30, 50, 100podcasts that I could make just
(29:56):
from the conversation I had withthis guy in the plane, and I
intend to.
I don't want to go into depthof even if any given one,
because it's really not about it.
It's just about getting all ofyour minds.
This is just another podcast ofgetting your mind in a place
that your orthodontic saleInvisalign braces, whatever else
(30:17):
.
That is not what you're sellingeverybody.
You are selling all of theexperiences and I cannot
articulate this enough, andthere's an art to doing that.
There's an art to doing thataffordability.
So there's a lot of bias, youknow, I, I think, I think and I
usually say this when I speak onstage, and I have a story that
(30:40):
I talk about with pilots, andone of the things that gets
private pilots killed is is biaswhere, if you're in IFR
conditions, which simply meansconditions where you can't see
anything you're in the clouds,as an example, or at night even,
even usually on clear days, atnight, you can't see a lot of
stuff.
So you're flying the plane oninstruments and this happens
(31:04):
especially when you take off youcan have and this even is the
case whenever you can see is youget these sensations of you
know you're climbing too fast,right, your plane's too upright,
you're not climbing enough, theplane's tipping to the right,
like.
You get these sensations, butthe dials, the instruments, are
telling you something else.
(31:24):
And what happens and it iseasier said than done, just like
removing personal bias and howyou feel about things in your
business is easier said thandone, but you have to do it.
To be a great CEO, a greatentrepreneur, you cannot do
things based on how you feel.
Fortunately for many of you outthere, especially if you're new
to this podcast, that's how youdo it.
I feel it should be this way.
(31:47):
Or I feel a patient's going tonot pay, or we've had one not
pay us if we extend our monthlypayments, which I'm going to get
to in a minute.
So what happens in these IFRconditions as a pilot is that
you're in the clouds and youhave these feelings of, hey, I'm
tipping to the right and yourbias wants to say, okay, yank
(32:07):
the steering wheel air quotesobviously not a steering wheel
on a plane but yank it back tothe left and correct it.
Well, if you do that, you'redead because the plane's not
tipping to the right.
The instrument says you'reperfectly fine.
Or the instrument may actuallysay you're going to the left and
that happens.
It's there's sensations,there's medical terms for it
(32:29):
that you have to get right andunderstand them on your test to
be able to pass it.
And if you're going to the leftlike you feel you're going to
the right, but the instrument'ssaying you're going to the left
and you trust your gut and youyank it to the left, you flip
the plane upside down in yourhistory.
So, no matter how you feel, ifthe instrument is saying you're
going to the left, you've got toturn it back to the right and
(32:49):
compensate properly.
And that's easier said thandone because as you turn to the
right, your body already feelslike you're going to the right
and you feel like you're goingto flip it.
And you're not as long as youpay attention to the instruments
.
A lot of you out there you don'tpay attention to the
instruments and the financialpresentation and money options
and things like that are proof.
And everybody has the you knowpatient that screwed them one
(33:13):
time and therefore you've madeall of your financial options
around the one instead of the 99that paid you fine, or you know
you're a paid in full buyer inyour personal life, so that's
how you think everybody shouldpay.
The TC is this type of buyer,so she presents it with a bias,
like there's so many thingsaround the financial
presentation that we really havenot touched on a lot on this
(33:33):
podcast.
That's why you know I've got atleast 300 more episodes that
I've, that I've mapped out andand it's always just like okay,
what, which one's next, and howdo we take each season and
things like that.
And and that's part of the rolethat I have as host here that I
love, I love mapping them out.
So you talk about affordabilityand and this is this is kind of
(33:57):
the thing, right, Isaffordability means so many
different things.
It's also under the hospitalityumbrella.
This is what I was teaching himand I asked him what does
affordability mean to you?
And he said well, to us as afamily, it's a matter of getting
the monthly payment where weneed it, right?
So you as a practice, it's amatter of getting the monthly
payment where we need it.
So you as a practice, and youreally got to be thinking about
(34:19):
this and, like ortho phyo, Ispeak for.
You know they've got dataaround this, we've been tracking
it, I pay attention to it aswell Is that you know if you're
a here's what, what?
Let me just sum it up this wayIf you're a practice that
charges seven grand, this way,if you're a practice that
charges seven grand, right.
And this is how one of the waysthat a practice that's more
(34:40):
expensive can also be moreaffordable and this is what this
guy meant, because I gave himexamples.
Matter of fact, in the slidedeck that I was working on, I
compared this as a car Like Ihad a Hyundai, whatever versus a
Mercedes S-Class, and I showed,via flexibility and
affordability, how the MercedesS-Class could be a lower price
(35:01):
every month, right.
If the Mercedes S-Class said putdown whatever you want, you
know, let's say, it's a $200minimum down payment requirement
.
They allowed you to extend out.
You know for many, many yearsbeyond, what the Hyundai is.
The next thing, you know,you're more affordable monthly.
If you look at the Hyundai andit's like look, we require
(35:23):
$3,000 down, right, you can onlyextend out for this long.
The monthly came out at higherthan the Mercedes S-Class.
People don't really care aboutthe total price.
In this country there'sexceptions to that, but what
they care about is the downpayment to get into something in
the monthly.
So that's why there'd be a lotof Mercedes S-classes driving
(35:44):
around if the down payment wasreally low and you could extend
out monthlies as long as youwanted.
And I'm not sitting back heresaying, hey, you should extend
out monthly payment plans for 10years.
But what I am telling you isyou are absolutely killing
yourself if you don't extend outpast.
Whatever their treatment lengthis right let's say it's 18
months there is no reason youshouldn't go to 32, 36 months on
(36:07):
that period.
What if they default?
There's no data in the industrythat says they will.
The data in OrthoPhi has thisis it happens four to six months
into treatment after they'vepaid about a total of $2,400.
So, based on the data, what doyou care?
And the other piece and I'vealready actually shot this
podcast.
I don't know when I'm gonnalaunch it, but it talks about
(36:29):
and this is something all of youthis needs to ring home.
This needs to ring home andring true with a lot of you out
there, because your highcollection rate if you're 98%,
99%, 100%, whatever that you andyour team like to brag about.
That's not a good thing.
(36:50):
This industry and the messagingfrom within the industry by so
many people is like yeah, youshould be 98% above.
That shows that you'recollecting properly.
That's bull.
Any bank that collects at thatrate means one thing You're not
taking on enough risk period andyou're letting customers walk
and all of you out there and allof you out there because some
(37:12):
of you, especially the MPGcustomers you are affordable and
flexible.
You understand that you cancharge a high price if you do
all the things we talk about andyou're affordable and flexible.
You can be more expensive thanthe other five opinions and you
are most likely to win becauseof what we're talking about
right now.
If you collect in the low 90s,even the high 80s, what's going
(37:34):
to happen is is that you aregoing to get an enormous amount
of more starts because of it.
So, yeah, are you going to havesome defaults?
Absolutely you're going to havesome defaults, but who gives a
damn if five people default butyou get 100 more starts because
of it?
Or if five people default butyou get 30 or 40 more starts
because of it, who cares if fivepeople do it If you get 25 or
(37:55):
30 more starts because of it,but you can't make your
financial mind around the onesthat screw you.
Every business deals withdefaults, not just you.
Every business deals withdefaults.
So what you always have to bedoing in this podcast is not
about this today, but what youalways have to be doing is
playing this game right Is, howmuch risk can I take?
(38:16):
And if I take it, do I grow andget a lot more starts because
of it?
And if you do, the risk isabsolutely worth it.
Now, if five people default andyou got seven more starts
because of it, obviously notworth it.
Right, and you can and only youcan make that math and do that
data.
But the reality and this guytold me he's like look for us,
it was all about the monthlyright.
(38:37):
So the practice that we endedup buying from, uh, they were
really kind to us.
Uh, they really respected ourtime.
Uh, you know, they paidattention to us.
They did some things that youknow other practices weren't
doing.
Right, and?
And ambiance, he didn't mentionthis, but ambiance is another
one because I, I he didn'tmention this, but ambiance is
another one because he didn'tmention this.
But I asked him like did thatpractice look updated?
Like, did that?
(38:59):
And he's like, yeah, like woodfloors, like it just looked
apart, right.
And a lot of you have tounderstand too, like ambiance
goes into hospitality.
That's another thing.
It's very difficult for you tobe the highest price of five
opinions.
Try to come across as thisadvanced, all digital practice
and then have carpet from the80s, cabinets in your TC room
(39:20):
from the 80s, etc.
You get the point.
So this practice looked thepart.
They were hospitable, they wereconvenient, and then they were
able to reach the monthlypayment that he wanted because
they extended out the monthlyterms, like he was, I think he
told me like a an 18 month, 17month case right in there and
they extended out to 35 months.
Um, bingo, there you go.
(39:42):
It's like that's how you can bemore expensive than the other
opinions and still win, right.
And this is the same thing withthe down payment.
You know a lot of you have tounderstand is that you are
asking for a down payment thatis higher than what the majority
of people in America have intheir savings account and you
have to say to yourself, well,that's asinine, that makes no
(40:05):
sense.
Like, how can we get away withthat?
Too many of you don't.
But this goes back to theaffordability and flexibility
you can't require now with theTC skill sets and presentation
skill sets.
You can get it, but you shouldnot require a high down payment.
It's part of open choice.
This is not the topic for today,but this absolutely goes into
(40:27):
why your practice will lose.
Let's say you're 5,000.
My practice is 7,000.
My practice implements thethings that I talk about in this
podcast and that we implementinto our customers' practices.
And then, on top of that, my$7,000 total fee.
I'm actually more affordablemonthly than your $5,000 total
price because I have open choicein my down payment and I allow
(40:49):
flexibility to extend outmonthly payments to a certain
extent beyond treatment.
I will beat you.
I will beat you, period.
And this is how all of you haveto think, because here's a
perfect example of a guy, 35,000feet up in the air having a
conversation with me thatinstantly spit out these three
things and then wanted to pickmy brain because a lot of the
(41:10):
things he did for a living, whatI taught him on the airplane,
now helps him.
Like we text.
He listens to the podcast, likeI said, like these people that
you're dealing with.
They notice these things, theypay attention to these things as
they shop around.
And I want you to finish off,you know, as we finish off
season seven, I want you toreally take a deep dive into
(41:31):
your hospitality, into theconvenience that you are
offering, or lack thereof, right.
And then the affordability, theflexibility that you have from
a payment plan option to getyour monthlies lower than other
people that I'm shopping for,and all of this is the art of
being the most expensive, right,as well as hundreds of other
things, right.
(41:51):
But I wanted to finish this off.
This will be a good, you know,the rest of November, december
take a hardcore dive into it andlook, we're here to help and
this is something that we wantto work with your practice and
making sure that leadership,culture, digital marketing,
right, sales fundamentals,psychology, verbiage,
presentation, communication allthese skillsets that fall into
(42:14):
the hospitality bucket we wantto make sure that you are
showcasing those front andcenter always, and when you do,
your problems are they going togo away?
No problems ever go away as abusiness owner, right, but your
problems shift from I'm nothappy with A, b and C,
conversion revenue, et cetera.
They shift into other areasthat we then can help with as
(42:34):
well, and we look forward toworking with your practice in
2025 and beyond.
And I'm excited.
Hey, we finished up a wrappingup season seven.
I think this was a good one towrap up with.
We got lots of stuff going onin December.
Looking forward to seeing it.
Hey, and I saw great people atInvisalign Summit.
Summit was amazing.
Just love seeing everybodythere and love seeing everybody
(42:56):
look same way with this right.
I love seeing everybodythroughout all the events every
single year, and the podcast isgrowing.
Dr Hakeem, I'm gonna give aspecial shout out to you, man
coming in from Dubai and atSummit and wanting to see me,
and that was really cool for me.
It was great getting to knowyou, um, and you came aboard as
(43:17):
a customer too, but just seeingthe podcast you know people from
all over the world is justreally cool.
It means a lot and I think wehad a great season.
The feedback has been wonderful.
Uh, looking forward to anothergreat season in season eight,
cause the way I look at is we'rejust getting started, baby.
We got all kinds of stuff to go, all kinds of new things to
talk about and we're going to.
(43:37):
Season eight is going to begreat.
We'll see everybody back.
We're going to be launching thevery first business day of
January with season eight, solook forward to a brand new
episode.
Think about these three thingsand really analyze yourself,
really critique yourself and askwhere you can get better in all
three of them, because all ofyou can, and there's some areas
that you do know, and thenthere's some leaky holes that
(43:57):
happen to you all every singleday that you don't know of, and
I want you to be aware of bothof those.
Okay, aware and acknowledgethat you may not know the leaky
holes, and that's also why youneed help in these areas right,
hospitality, convenience,affordability.
We're gonna end now.
Appreciate everyone's support,thumb this up, share it with
your friends and colleagues.
We keep growing like crazy andI want season eight to be the
(44:19):
best one of all time.
Until then, everybody have agreat Christmas, great upcoming
Thanksgiving as well.
Happy New Year to everybody.
We'll see you back with episodeone of season eight in the near
future.
Bye-bye.
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