March 3, 2025 • 20 mins
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Hate selling?
You’re definitely not alone! Many physicians think that selling is manipulative, that it makes them greedy, and that they’re taking advantage of their patients. But what if I told you that selling is none of those things?
In fact, it is your ethical duty as a physician to tell people what you do and invite them to work with you to solve their problems. That’s why today, I’ll show you my ethical sales formula and help you attract more patients and clients without the guilt currently stopping you from scaling and helping more people.
Tune in!
—
Key Takeaways:
- 00:00 Intro
- 02:39 Redefining selling
- 03:09 EntreMD ethical sales formula: Step 1
- 09:45 Step 2
- 10:41 Step 3
- 13:07 Lean into your why
- 17:02 Your homework
- 17:46 Outro
Additional Resources:
- Learn more about my 12-month program.
- Interested in 1-on-1 coaching? Apply here.
- Grab a copy of the "The EntreMD Method" book.
When you are ready to work with us, here are three ways:
- EntreMD Business School Accelerator - If you are looking to make a 180 turnaround in your business in 90 days, this is the program for you.
- EntreMD Business School Grow - This is our year-long program with a track record of producing physician entrepreneurs who are building 6, 7 and 7+ figure businesses. They do this while building their dream lives!
- EntreMD Business School Scale - This is our high-level mastermind for physicians who have crossed the seven figure milestone and want to build their businesses to be well oiled machines that can run without them.
To get on a call with my team to determine your next best step, go here ...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Selling is serving.
I am serving someone who has apain and wants a solution and is
willing to pay, but they haveno idea who to go to.
Selling is actually one of thekindest things you can do in
your business.
It's one of the kindest thingsyou can do for your audience.
It's one of the kindest thingsyou can do for the people in
your world that don't know whatyou're doing.
(00:21):
Hi docs, welcome to the EntreMDpodcast, where it's all about
helping amazing physicians justlike you embrace
entrepreneurship so you can havethe freedom to live life and
practice medicine on your terms.
I'm your host, dr Imna.
If you hate selling, you're notalone.
(00:45):
There are so many that hateselling.
But what if I told you thatselling is not what you think it
is?
It's not manipulation and it'sactually something you already
do, and you already do it reallywell, right?
So a lot of doctors thinkselling is manipulative.
It means I'm greedy People I'mselling to actually I'm better
(01:08):
off financially than they are,so I'm taking advantage of
people.
I already make a lot of moneyand here I am trying to get
money.
But what if we could look atthat differently?
And the reason why it's soimportant that we do this is
because if we're not selling, ifwe're not letting people know
what we do, giving them aninvitation to work with us, then
(01:29):
they're going to do without,and this is the deal.
They have the problem.
They're willing to pay for theproblem to go away.
They just don't know.
You fixed that problem becauseno invitations have been made,
and I want you to think about itfrom the patient's perspective,
or from the client'sperspective.
I want you to think about yourbusiness for a second and think
(01:50):
about what it is you do.
Think about the pain yourbusiness solves.
Think about what life couldlook like on the other side.
Now there are people who wakeup in a cold sweat at night
thinking about the problem yousolve.
They wish life could look likethe way life looks after people
work with you.
Some of them don't even knowit's possible.
(02:11):
Some of them know it's possiblebut they have no idea who can
help them.
And so when we don't sell, ifyou will, then we rob those
people of a better life, we robthem of better health, we rob
them.
And so selling is actually oneof the kindest things you can do
in your business.
(02:31):
It's one of the kindest thingsyou can do for your audience.
It's one of the kindest thingsyou can do for the people in
your world that don't know whatyou're doing.
Okay, let's talk about thishere a little bit.
Okay, so we're going toredefine selling.
We're going to redefine sellingas educating and serving, like
selling is serving.
(02:52):
I am serving someone who has apain and wants a solution and is
willing to pay, but they haveno idea who to go to, and so
when I tell them this is what Ido, they're like oh, my goodness
, I've been looking for someonelike you for so long and you're
like I'm here.
This is literally what you'redoing.
So let me show you, because thething is this as a physician,
(03:13):
you're already really good atthis stuff.
Okay, so we're going to callthis the EntreeMD ethical sales
formula.
Okay, I ran away from salesbecause I was like ah, that's
what used car salesmen do, andthey try to strong arm you into
buying whatever.
That's not what you're doing.
We're talking about ethicalsales here.
Okay, ethical sales.
So what is the formula?
Well, the first thing you do isthat you find out what the
(03:37):
problem is.
Okay, you're a doctor, youalready do this, right?
What do we do when somebodycomes in, we don't just sell
them something, aka give them aprescription this is the
medication you need to take.
We first of all dig to find outwhat the problem is.
So we get a history, we do ourreview of systems, we do our
past, medical, family, a socialhistory, we examine and then we
(03:59):
come up with a diagnosis.
This is the problem, okay, andit's the same thing with selling
, right?
We have conversations like whatis the problem?
Because selling is not aboutgiving somebody your stuff and
taking their money.
Selling is about finding aproblem, recognizing you're the
person for the job you can fixthe problem, and telling the
(04:21):
person you have this problem,you want it fixed, I can fix it
right.
And so the first part of it isidentifying what the problem is.
What is the problem?
And so let's say you are aprivate practice person.
Okay, what is the problem?
The problem may be they don'thave access to care.
They don't have access to goodquality care.
(04:42):
They are part of a place wherethey cannot get an appointment
for two months, but you can getthem in the next day.
So the problem is they can'tget the appointments they want.
The problem may be that theyreally want a doctor who gets
them and they don't want to justbe a number.
You're an expert, but you'realso warm and you're friendly,
right, like I want you to.
Those are all the problems theyhave, and if your private
(05:02):
practice solves those problems,then by all means hey, you have
issues with this.
This is what life can look like.
I'm the person for the job.
That's what they want.
I have a business and it's notmaking the revenue I want or
it's not making the profits Iwant.
I can't enroll a great team.
I don't have a brand, my onlinereputation.
There's no intentional versionof it that exists and I don't
(05:26):
know what to do to build that.
I don't know how to lead a team.
I'm lonely as an entrepreneur.
Nobody believes in my visionand all of those things, right.
So my business is on paper, itlooks great, but I'm so burnt
out I want to throw the wholething away.
These are all problems.
These are all problems Like.
We're identifying the problem,right.
So I want you to really leaninto this.
(05:46):
Like the people who I am bestsuited to serve, what are the
problems they have?
You can then show upconfidently as someone who's
serving because you're solving aproblem.
So we don't lead the salesconversation with buy my stuff,
like nobody wants to be part ofyour private practice.
Nobody wants you as a coach,nobody wants a coach.
(06:08):
Nobody wants the EntremetBusiness School, nobody wants
that.
They have a pain and they wantto get out of it and get a
preferred future.
Now your business is thevehicle that will get them there
.
But nobody wants your businessLike really nobody wants that.
And as long as you think I'mtrying to get people to come to
my business, it's going to feellike manipulation.
(06:30):
It's going to feel like you'retaking advantage of people.
It's going to feel like you'reself-serving.
You got to get out of that andlean into the problem.
See, I am very aware of theproblem my ideal people have.
I'm very aware of what thatproblem is.
I'm very aware of the rippleeffect of it.
For you to take away so manyhours a week to be away from
(06:51):
your family to run a businessand have revenue, but still need
to go take another job as anestablished entrepreneur because
your profits, the math is justnot mathing.
For you to have a team thatyou're too afraid to lead and
because of that you have thisreally big payroll expense, and
it's an expense because you'renot getting a return on
investment on it at all.
To run a business and have noclue what you're doing, that is
(07:16):
terrible, that is scary, right,because ignorance is not bliss.
Ignorance costs literal dollars, and not little dollars.
It costs a lot of dollars,right, I see that.
And so because of that, I'mwilling to come on social media
every day, I'm willing to golive, I'm willing to do the
podcast, I'm willing to trainand educate and all of that
stuff and say, okay, this is thepain, this is a way to solve it
(07:37):
.
And you want to take this tothe next level?
Come join me in the Entree MDBusiness School.
So, nobody wants the school,they just want their problems to
go away.
They want a preferred future.
And I'm like, yeah, we have allthese doctors who have now
built their dream businesses,that are building their dream
lives, and that could be you too.
So we got to lean into theproblem.
What is the problem?
My people have?
Okay, and if you haven't donethis before, some of the ways
(07:59):
you can do this.
Just sit and think about allthe things they've told you all
these years.
Right, you can ask themdirectly, like if I could make
one problem go away, in whateverthat is, what would it be Right
?
But if you've been talking toyour clients and your patients,
you already know what this stuffis.
You just hadn't realized thatyou lean into the problem.
The problem is what will moveyou to see selling as your
(08:22):
ethical obligation?
I know these problems don't goaway.
These problems are reallyexpensive.
They'll waste a lot of years ofyour life.
They'll cost you a lot of money.
They'll set you up for burnouts.
An entrepreneurial burnout isthe worst kind of burnout
because at least if you'reemployed, you have someone to
blame other than you.
Now you're burnt out so youmissed out on your family and
it's almost like you don't havesomething to show for it, like
(08:44):
it's a lot of stuff.
But on the other hand, I knowthat if you came into this
container and got the mentorship, you got the accountability.
You got the community on theother side of it right.
You can then start seeing thebusiness growth.
You can learn how to buy backyour time.
You can learn how to free upfive to 25 hours a week on your
schedule.
(09:05):
Like you learn how to do that.
You will learn how to lead ateam.
You will learn how to empoweryour team to run your business.
You will learn all of thesethings.
There's so many people thatcome in for the first time, back
to having weekly date nightswith my husband, I'm spending
time with my kids, we took sevenweeks of vacation and all of
these things right, so the dreambusiness and dream life can
happen.
And then the entrepreneurbusiness school is just that
(09:26):
vehicle in the middle and I'mlike it is my ethical obligation
to tell everybody I can findthat this is what you need to do
and I want you to feel the sameway about selling what you do.
Okay, but the starting point istapping into the problem.
So I'm trying to ethical salesformula.
Point number one identify theproblem.
Point number two offer the bestprescription, offer the best
(09:49):
solution.
Right, I said prescriptionbecause that's what we do, right
, we do the HPI, we do thereview of systems, we examine
the patient, we come up with adiagnosis and then we give them
a prescription which could bemedication, which could be
lifestyle change, which could bewhatever, but we give them a
prescription.
So, when you give them yoursolution, so it could be, come
(10:11):
work with us in our privatepractice or coaching, or come to
our event or whatever.
It's not manipulation.
This is a problem you have.
This is a problem you want tosolve.
This is the solution for it.
Come, do this right.
It makes it easier to do,because what did you do?
You tapped into the problem.
But after tapping into theproblem, you do have to give
them an invitation.
You do have to give them aninvitation to work with you, and
I'm going to talk aboutsomething you could do that can
(10:32):
make it even easier.
But write the prescription.
Tell them what to do.
Don't leave them without that.
They're not going to know.
If they knew, they would havedone it already.
They're not going to know.
If they knew, they would havedone it already.
They're not going to know.
The third thing is give them anopportunity to say yes.
Give them an opportunity to sayyes.
Don't assume that they're goingto say no.
Does that mean get bent out ofshape if they say no?
I want to talk about thisbecause I did a workshop
(10:53):
recently and I was like okay, sowhat is the thing that stops
you from asking people to workwith you?
What is it?
And they started typing in thechat and most of it was fear,
fear of rejection, stuff likethat.
I said okay, I said so.
Let me ask you a question here.
If you decided over the next 30days that you were going to
invite 100 people to work withyou, 100 people and of the 100
(11:16):
people, 30 people said yes.
If you acquire 30 new patientsor 30 new clients in the next 30
days, what would the impact bein your business?
And so they start typing in thechat oh my goodness, growth,
explosive growth, huge impact,profits.
That would be $30,000 inrevenue for the first, like the
first year, not the recurrentstuff.
And they went on and on.
(11:37):
And so you could see oh, mygoodness, 30, that would be
amazing.
All this stuff I said great.
So, in order to get 30, if youneed to make a hundred asks and
you need to hear 70 no's, butyou hear 70 no's, but you still
end up with 30.
Are you okay with that deal?
They're like absolutely, let'sgo get the no's already, right,
and all those things.
So you are going to hear no'sand chances are this is for most
(12:00):
people right.
If you make asking a habit, ifyou make selling a habit, for
most people you're going to hearmore no's than yes's, but
you're going to have enoughyeses to turn your life and to
turn your business around.
I just want you to think aboutit this way.
I'm not going to let the nostop me because the no is the
way to the yes.
I'm not going to let the nostop me because the no is the
(12:21):
way to the yes.
I want you to think about itthat way.
Okay, so no is not a bad thing.
They're not rejecting you.
They either don't need what youdo, or they don't need it right
now, or they're not committedenough, meaning the change that
your business provides in theirlife is a good to have, is not a
must have.
Right, and so for some people,that's what it is and it's okay,
(12:47):
right, and so what do we wantto do?
We want to ask and sell to asmany people we need to sell to
to get the number of yeses thatwe want.
We don't worry about the no's,we don't even count the no's, we
count the yeses.
Right, think about it, identifythe problem, offer a solution.
Give them a chance to say yes.
Give them a chance to say yes.
Okay, and we're going to talkabout this because I want you to
, I want you to go try all this,but before we do that, I want
(13:08):
to give you a few pointers here,and so the first one is one of
the things I do a lot is I leaninto my why and I want to invite
you to do that as well Likeyour business.
Why did you make it?
Why did you create yourbusiness?
Why must your business thrive?
Why must your business grow?
Why must your business crossthat milestone?
And not even looking at thepersonal side of it, just
looking at what my business does, I'll use EntreeMD as an
(13:29):
example again.
And I started EntreeMD becauseI wanted to help doctors figure
out how to build profitablebusinesses so they have the
freedom to live life andpractice medicine on their terms
, which is great, and for everyindividual physician I've
touched it's so mind-blowing,it's amazing, because it's them,
it's their families, it's theirpractice, it's their team Like
the ripple effect goes throughall that, but powerful as that
(13:51):
is, at the same time, I alsoknew that I wanted to help a
specific number of physicianentrepreneurs, and that number
is a hundred thousand.
And I tell you that and it'simportant because the reason I
picked a hundred thousand isbecause I started doing my
research.
I was like what do we need todo to make this a movement?
What do we need to do this tomake it a movement of change
where, a few years down the line, the narrative for the
(14:13):
physician community iscompletely rewritten and all
these things of loss of autonomyand financial instability and
being devalued in the space, andall of those things that are
just things of the past, wheredoctors have understood how to
build business systems so theyhave the freedom to do medicine
the way they believe it needs tobe done, and they have the
freedom to do medicine the waythey believe it needs to be done
and they have the freedom tolive life on their terms.
(14:34):
If I can touch 10% of thecommunity this is what the
research showed If I can touch10% of the community, the
culture would shift.
And really, if I touch 10%,which is a hundred thousand,
they'll touch the other 900,000,right, so touch all million
physicians.
And so when I lean into that why, I don't feel bad about selling
, because I'm like, oh mygoodness, I need to tell so many
people To accomplish my why Ineed to tell so many people,
(14:57):
right?
My why in my private practiceis there was this time when I
started it, where there's somany private practices that were
cold.
This is just medicine is theway it is, and the wait times
were really long and people aretreated like numbers, especially
in the corporate ones.
Right, people are treated likenumbers, especially in the
corporate ones, right, peopleare treated like numbers.
And you know, I want people tobe able to come to a place where
they get expert care and it'salso warm and friendly, like
(15:19):
they feel they came to see theiraunties and uncles, who happen
to be medical professionals, andthen the team.
That the team is a time ofunprecedented growth for them,
where, when they talk at thelater ages, they can look back
and say experienced the mostgrowth.
When I was in this practice Forparents to get a true partner,
because even as a pediatrician,I was so vulnerable Like am I
(15:39):
breaking my kid?
Do I know what I'm doing?
Mom guilt was an all-time highand stuff like that, and I was
just like I just want moms tohave a person who gets them
right.
And so, because of that,through the recession of 2008,
through of that, through therecession of 2008, through the
pandemic of 2020, to whenever,through the great resignation
that followed that, through thehyperinflation that followed,
that we continue to push forward.
Right, because my mission isimportant.
(16:00):
What I'm trying to do is soimportant, and so I want you to
lean into that, because when youdo that, selling as your
obligation and not just anyobligation, but an ethical
obligation right?
That's the way I feel aboutselling, that's the way I feel
about recruiting team, that'sthe way I feel about all this.
This must be done because ofthe mission.
This must be done because ofpeople who have the pain that I
(16:23):
fixed.
This must be done, okay.
So I want you to lean into that.
I want you to lean into thetestimonies of people you've
already worked for.
Because you, because, whenyou're in your business I say
this in the entrepreneurbusiness school all the time,
your business is, and willalways be, a construction site,
so there's always something tofix, there's always something
that didn't work the way it'ssupposed to work.
There's always that there'salways growth to be had, and
when you grow, things break andyou have to rebuild for the new
(16:46):
phase and all of that stuff, andso sometimes we forget how
important our work is, we forgetabout the real life change that
we're creating, right?
And so you want to gather thosetestimonies, you want to look
at them for yourself.
Of course, you want to featurethem.
That's great too, but you wantto look at it and say, wow, this
is what our business does.
This is what our business does,okay.
So, now that I've given youthose two hacks, you can pick
(17:11):
one, two, three, four, five.
But go make some offers today.
Go invite people to work withyou your private practice.
Invite people to come work withyou in your private practice.
You're a coach, you're aconsultant, you do an event.
Invite people to come attendyour event.
Start practicing.
This is the new you.
You practice ethical selling,which is moral, which is ethical
, which is great, which is arequirement for the mission,
(17:31):
which is the best way you servepeople.
Just go make offers.
Okay, you can send me a DM onInstagram or Facebook and you
can say hey, dr Una, I made someoffers today.
Like I, I'm all about ethical,ethical selling, okay, okay,
good, I want to leave you with apicture.
I want you to think of yourselfnow as a person who makes
offers daily, because you have amission that you're pushing
(17:53):
towards and there are people whohave a pain that your business
solves and you refuse to letthem be in pain.
You refuse to let them stay inpain.
So you're making offers everysingle day, and sometimes you're
even making them by default,because this is just part of
what you do.
You take care of people, and oneof the ways you take care of
people is by selling Okay andyou're comfortable in it.
You're confident in it.
Just the same way You'reconfident when you go examine a
(18:13):
patient.
You know, take a history, doall of that stuff and give them
a treatment plan.
Confident and comfortable doingthat.
And I want to see youcomfortable and confident doing
the ethical sales as well.
Okay, so I'm rooting for you.
Unsubscribe from the lie thatsays that you can't sell and
selling is bad and selling ismanipulation, because it's not
Bad.
Selling is bad, good, sellingis good, selling right, and so
(18:35):
just go for it.
Okay, so rooting for you.
Can't wait to see you in my DMstelling me all about it and
I'll see you on the next episode.
Selling is serving.
I am serving someone who has apain and wants a solution and is
willing to pay, but they haveno idea who to go to.
Selling is actually one of thekindest things you can do in
your business.
It's one of the kindest thingsyou can do for your audience.
It's one of the kindest thingsyou can do for the people in
your world that don't know whatyou're doing.
(00:21):
Hi docs, welcome to the EntreMDpodcast, where it's all about
helping amazing physicians justlike you embrace
entrepreneurship so you can havethe freedom to live life and
practice medicine on your terms.
I'm your host, dr Imna.
If you hate selling, you're notalone.
(00:45):
There are so many that hateselling.
But what if I told you thatselling is not what you think it
is?
It's not manipulation and it'sactually something you already
do, and you already do it reallywell, right?
So a lot of doctors thinkselling is manipulative.
It means I'm greedy People I'mselling to actually I'm better
(01:08):
off financially than they are,so I'm taking advantage of
people.
I already make a lot of moneyand here I am trying to get
money.
But what if we could look atthat differently?
And the reason why it's soimportant that we do this is
because if we're not selling, ifwe're not letting people know
what we do, giving them aninvitation to work with us, then
(01:29):
they're going to do without,and this is the deal.
They have the problem.
They're willing to pay for theproblem to go away.
They just don't know.
You fixed that problem becauseno invitations have been made,
and I want you to think about itfrom the patient's perspective,
or from the client'sperspective.
I want you to think about yourbusiness for a second and think
(01:50):
about what it is you do.
Think about the pain yourbusiness solves.
Think about what life couldlook like on the other side.
Now there are people who wakeup in a cold sweat at night
thinking about the problem yousolve.
They wish life could look likethe way life looks after people
work with you.
Some of them don't even knowit's possible.
(02:11):
Some of them know it's possiblebut they have no idea who can
help them.
And so when we don't sell, ifyou will, then we rob those
people of a better life, we robthem of better health, we rob
them.
And so selling is actually oneof the kindest things you can do
in your business.
(02:31):
It's one of the kindest thingsyou can do for your audience.
It's one of the kindest thingsyou can do for the people in
your world that don't know whatyou're doing.
Okay, let's talk about thishere a little bit.
Okay, so we're going toredefine selling.
We're going to redefine sellingas educating and serving, like
selling is serving.
(02:52):
I am serving someone who has apain and wants a solution and is
willing to pay, but they haveno idea who to go to, and so
when I tell them this is what Ido, they're like oh, my goodness
, I've been looking for someonelike you for so long and you're
like I'm here.
This is literally what you'redoing.
So let me show you, because thething is this as a physician,
(03:13):
you're already really good atthis stuff.
Okay, so we're going to callthis the EntreeMD ethical sales
formula.
Okay, I ran away from salesbecause I was like ah, that's
what used car salesmen do, andthey try to strong arm you into
buying whatever.
That's not what you're doing.
We're talking about ethicalsales here.
Okay, ethical sales.
So what is the formula?
Well, the first thing you do isthat you find out what the
(03:37):
problem is.
Okay, you're a doctor, youalready do this, right?
What do we do when somebodycomes in, we don't just sell
them something, aka give them aprescription this is the
medication you need to take.
We first of all dig to find outwhat the problem is.
So we get a history, we do ourreview of systems, we do our
past, medical, family, a socialhistory, we examine and then we
(03:59):
come up with a diagnosis.
This is the problem, okay, andit's the same thing with selling
, right?
We have conversations like whatis the problem?
Because selling is not aboutgiving somebody your stuff and
taking their money.
Selling is about finding aproblem, recognizing you're the
person for the job you can fixthe problem, and telling the
(04:21):
person you have this problem,you want it fixed, I can fix it
right.
And so the first part of it isidentifying what the problem is.
What is the problem?
And so let's say you are aprivate practice person.
Okay, what is the problem?
The problem may be they don'thave access to care.
They don't have access to goodquality care.
(04:42):
They are part of a place wherethey cannot get an appointment
for two months, but you can getthem in the next day.
So the problem is they can'tget the appointments they want.
The problem may be that theyreally want a doctor who gets
them and they don't want to justbe a number.
You're an expert, but you'realso warm and you're friendly,
right, like I want you to.
Those are all the problems theyhave, and if your private
(05:02):
practice solves those problems,then by all means hey, you have
issues with this.
This is what life can look like.
I'm the person for the job.
That's what they want.
I have a business and it's notmaking the revenue I want or
it's not making the profits Iwant.
I can't enroll a great team.
I don't have a brand, my onlinereputation.
There's no intentional versionof it that exists and I don't
(05:26):
know what to do to build that.
I don't know how to lead a team.
I'm lonely as an entrepreneur.
Nobody believes in my visionand all of those things, right.
So my business is on paper, itlooks great, but I'm so burnt
out I want to throw the wholething away.
These are all problems.
These are all problems Like.
We're identifying the problem,right.
So I want you to really leaninto this.
(05:46):
Like the people who I am bestsuited to serve, what are the
problems they have?
You can then show upconfidently as someone who's
serving because you're solving aproblem.
So we don't lead the salesconversation with buy my stuff,
like nobody wants to be part ofyour private practice.
Nobody wants you as a coach,nobody wants a coach.
(06:08):
Nobody wants the EntremetBusiness School, nobody wants
that.
They have a pain and they wantto get out of it and get a
preferred future.
Now your business is thevehicle that will get them there
.
But nobody wants your businessLike really nobody wants that.
And as long as you think I'mtrying to get people to come to
my business, it's going to feellike manipulation.
(06:30):
It's going to feel like you'retaking advantage of people.
It's going to feel like you'reself-serving.
You got to get out of that andlean into the problem.
See, I am very aware of theproblem my ideal people have.
I'm very aware of what thatproblem is.
I'm very aware of the rippleeffect of it.
For you to take away so manyhours a week to be away from
(06:51):
your family to run a businessand have revenue, but still need
to go take another job as anestablished entrepreneur because
your profits, the math is justnot mathing.
For you to have a team thatyou're too afraid to lead and
because of that you have thisreally big payroll expense, and
it's an expense because you'renot getting a return on
investment on it at all.
To run a business and have noclue what you're doing, that is
(07:16):
terrible, that is scary, right,because ignorance is not bliss.
Ignorance costs literal dollars, and not little dollars.
It costs a lot of dollars,right, I see that.
And so because of that, I'mwilling to come on social media
every day, I'm willing to golive, I'm willing to do the
podcast, I'm willing to trainand educate and all of that
stuff and say, okay, this is thepain, this is a way to solve it
(07:37):
.
And you want to take this tothe next level?
Come join me in the Entree MDBusiness School.
So, nobody wants the school,they just want their problems to
go away.
They want a preferred future.
And I'm like, yeah, we have allthese doctors who have now
built their dream businesses,that are building their dream
lives, and that could be you too.
So we got to lean into theproblem.
What is the problem?
My people have?
Okay, and if you haven't donethis before, some of the ways
(07:59):
you can do this.
Just sit and think about allthe things they've told you all
these years.
Right, you can ask themdirectly, like if I could make
one problem go away, in whateverthat is, what would it be Right
?
But if you've been talking toyour clients and your patients,
you already know what this stuffis.
You just hadn't realized thatyou lean into the problem.
The problem is what will moveyou to see selling as your
(08:22):
ethical obligation?
I know these problems don't goaway.
These problems are reallyexpensive.
They'll waste a lot of years ofyour life.
They'll cost you a lot of money.
They'll set you up for burnouts.
An entrepreneurial burnout isthe worst kind of burnout
because at least if you'reemployed, you have someone to
blame other than you.
Now you're burnt out so youmissed out on your family and
it's almost like you don't havesomething to show for it, like
(08:44):
it's a lot of stuff.
But on the other hand, I knowthat if you came into this
container and got the mentorship, you got the accountability.
You got the community on theother side of it right.
You can then start seeing thebusiness growth.
You can learn how to buy backyour time.
You can learn how to free upfive to 25 hours a week on your
schedule.
(09:05):
Like you learn how to do that.
You will learn how to lead ateam.
You will learn how to empoweryour team to run your business.
You will learn all of thesethings.
There's so many people thatcome in for the first time, back
to having weekly date nightswith my husband, I'm spending
time with my kids, we took sevenweeks of vacation and all of
these things right, so the dreambusiness and dream life can
happen.
And then the entrepreneurbusiness school is just that
(09:26):
vehicle in the middle and I'mlike it is my ethical obligation
to tell everybody I can findthat this is what you need to do
and I want you to feel the sameway about selling what you do.
Okay, but the starting point istapping into the problem.
So I'm trying to ethical salesformula.
Point number one identify theproblem.
Point number two offer the bestprescription, offer the best
(09:49):
solution.
Right, I said prescriptionbecause that's what we do, right
, we do the HPI, we do thereview of systems, we examine
the patient, we come up with adiagnosis and then we give them
a prescription which could bemedication, which could be
lifestyle change, which could bewhatever, but we give them a
prescription.
So, when you give them yoursolution, so it could be, come
(10:11):
work with us in our privatepractice or coaching, or come to
our event or whatever.
It's not manipulation.
This is a problem you have.
This is a problem you want tosolve.
This is the solution for it.
Come, do this right.
It makes it easier to do,because what did you do?
You tapped into the problem.
But after tapping into theproblem, you do have to give
them an invitation.
You do have to give them aninvitation to work with you, and
I'm going to talk aboutsomething you could do that can
(10:32):
make it even easier.
But write the prescription.
Tell them what to do.
Don't leave them without that.
They're not going to know.
If they knew, they would havedone it already.
They're not going to know.
If they knew, they would havedone it already.
They're not going to know.
The third thing is give them anopportunity to say yes.
Give them an opportunity to sayyes.
Don't assume that they're goingto say no.
Does that mean get bent out ofshape if they say no?
I want to talk about thisbecause I did a workshop
(10:53):
recently and I was like okay, sowhat is the thing that stops
you from asking people to workwith you?
What is it?
And they started typing in thechat and most of it was fear,
fear of rejection, stuff likethat.
I said okay, I said so.
Let me ask you a question here.
If you decided over the next 30days that you were going to
invite 100 people to work withyou, 100 people and of the 100
(11:16):
people, 30 people said yes.
If you acquire 30 new patientsor 30 new clients in the next 30
days, what would the impact bein your business?
And so they start typing in thechat oh my goodness, growth,
explosive growth, huge impact,profits.
That would be $30,000 inrevenue for the first, like the
first year, not the recurrentstuff.
And they went on and on.
(11:37):
And so you could see oh, mygoodness, 30, that would be
amazing.
All this stuff I said great.
So, in order to get 30, if youneed to make a hundred asks and
you need to hear 70 no's, butyou hear 70 no's, but you still
end up with 30.
Are you okay with that deal?
They're like absolutely, let'sgo get the no's already, right,
and all those things.
So you are going to hear no'sand chances are this is for most
(12:00):
people right.
If you make asking a habit, ifyou make selling a habit, for
most people you're going to hearmore no's than yes's, but
you're going to have enoughyeses to turn your life and to
turn your business around.
I just want you to think aboutit this way.
I'm not going to let the nostop me because the no is the
way to the yes.
I'm not going to let the nostop me because the no is the
(12:21):
way to the yes.
I want you to think about itthat way.
Okay, so no is not a bad thing.
They're not rejecting you.
They either don't need what youdo, or they don't need it right
now, or they're not committedenough, meaning the change that
your business provides in theirlife is a good to have, is not a
must have.
Right, and so for some people,that's what it is and it's okay,
(12:47):
right, and so what do we wantto do?
We want to ask and sell to asmany people we need to sell to
to get the number of yeses thatwe want.
We don't worry about the no's,we don't even count the no's, we
count the yeses.
Right, think about it, identifythe problem, offer a solution.
Give them a chance to say yes.
Give them a chance to say yes.
Okay, and we're going to talkabout this because I want you to
, I want you to go try all this,but before we do that, I want
(13:08):
to give you a few pointers here,and so the first one is one of
the things I do a lot is I leaninto my why and I want to invite
you to do that as well Likeyour business.
Why did you make it?
Why did you create yourbusiness?
Why must your business thrive?
Why must your business grow?
Why must your business crossthat milestone?
And not even looking at thepersonal side of it, just
looking at what my business does, I'll use EntreeMD as an
(13:29):
example again.
And I started EntreeMD becauseI wanted to help doctors figure
out how to build profitablebusinesses so they have the
freedom to live life andpractice medicine on their terms
, which is great, and for everyindividual physician I've
touched it's so mind-blowing,it's amazing, because it's them,
it's their families, it's theirpractice, it's their team Like
the ripple effect goes throughall that, but powerful as that
(13:51):
is, at the same time, I alsoknew that I wanted to help a
specific number of physicianentrepreneurs, and that number
is a hundred thousand.
And I tell you that and it'simportant because the reason I
picked a hundred thousand isbecause I started doing my
research.
I was like what do we need todo to make this a movement?
What do we need to do this tomake it a movement of change
where, a few years down the line, the narrative for the
(14:13):
physician community iscompletely rewritten and all
these things of loss of autonomyand financial instability and
being devalued in the space, andall of those things that are
just things of the past, wheredoctors have understood how to
build business systems so theyhave the freedom to do medicine
the way they believe it needs tobe done, and they have the
freedom to do medicine the waythey believe it needs to be done
and they have the freedom tolive life on their terms.
(14:34):
If I can touch 10% of thecommunity this is what the
research showed If I can touch10% of the community, the
culture would shift.
And really, if I touch 10%,which is a hundred thousand,
they'll touch the other 900,000,right, so touch all million
physicians.
And so when I lean into that why, I don't feel bad about selling
, because I'm like, oh mygoodness, I need to tell so many
people To accomplish my why Ineed to tell so many people,
(14:57):
right?
My why in my private practiceis there was this time when I
started it, where there's somany private practices that were
cold.
This is just medicine is theway it is, and the wait times
were really long and people aretreated like numbers, especially
in the corporate ones.
Right, people are treated likenumbers, especially in the
corporate ones, right, peopleare treated like numbers.
And you know, I want people tobe able to come to a place where
they get expert care and it'salso warm and friendly, like
(15:19):
they feel they came to see theiraunties and uncles, who happen
to be medical professionals, andthen the team.
That the team is a time ofunprecedented growth for them,
where, when they talk at thelater ages, they can look back
and say experienced the mostgrowth.
When I was in this practice Forparents to get a true partner,
because even as a pediatrician,I was so vulnerable Like am I
(15:39):
breaking my kid?
Do I know what I'm doing?
Mom guilt was an all-time highand stuff like that, and I was
just like I just want moms tohave a person who gets them
right.
And so, because of that,through the recession of 2008,
through of that, through therecession of 2008, through the
pandemic of 2020, to whenever,through the great resignation
that followed that, through thehyperinflation that followed,
that we continue to push forward.
Right, because my mission isimportant.
(16:00):
What I'm trying to do is soimportant, and so I want you to
lean into that, because when youdo that, selling as your
obligation and not just anyobligation, but an ethical
obligation right?
That's the way I feel aboutselling, that's the way I feel
about recruiting team, that'sthe way I feel about all this.
This must be done because ofthe mission.
This must be done because ofpeople who have the pain that I
(16:23):
fixed.
This must be done, okay.
So I want you to lean into that.
I want you to lean into thetestimonies of people you've
already worked for.
Because you, because, whenyou're in your business I say
this in the entrepreneurbusiness school all the time,
your business is, and willalways be, a construction site,
so there's always something tofix, there's always something
that didn't work the way it'ssupposed to work.
There's always that there'salways growth to be had, and
when you grow, things break andyou have to rebuild for the new
(16:46):
phase and all of that stuff, andso sometimes we forget how
important our work is, we forgetabout the real life change that
we're creating, right?
And so you want to gather thosetestimonies, you want to look
at them for yourself.
Of course, you want to featurethem.
That's great too, but you wantto look at it and say, wow, this
is what our business does.
This is what our business does,okay.
So, now that I've given youthose two hacks, you can pick
(17:11):
one, two, three, four, five.
But go make some offers today.
Go invite people to work withyou your private practice.
Invite people to come work withyou in your private practice.
You're a coach, you're aconsultant, you do an event.
Invite people to come attendyour event.
Start practicing.
This is the new you.
You practice ethical selling,which is moral, which is ethical
, which is great, which is arequirement for the mission,
(17:31):
which is the best way you servepeople.
Just go make offers.
Okay, you can send me a DM onInstagram or Facebook and you
can say hey, dr Una, I made someoffers today.
Like I, I'm all about ethical,ethical selling, okay, okay,
good, I want to leave you with apicture.
I want you to think of yourselfnow as a person who makes
offers daily, because you have amission that you're pushing
(17:53):
towards and there are people whohave a pain that your business
solves and you refuse to letthem be in pain.
You refuse to let them stay inpain.
So you're making offers everysingle day, and sometimes you're
even making them by default,because this is just part of
what you do.
You take care of people, and oneof the ways you take care of
people is by selling Okay andyou're comfortable in it.
You're confident in it.
Just the same way You'reconfident when you go examine a
(18:13):
patient.
You know, take a history, doall of that stuff and give them
a treatment plan.
Confident and comfortable doingthat.
And I want to see youcomfortable and confident doing
the ethical sales as well.
Okay, so I'm rooting for you.
Unsubscribe from the lie thatsays that you can't sell and
selling is bad and selling ismanipulation, because it's not
Bad.
Selling is bad, good, sellingis good, selling right, and so
(18:35):
just go for it.
Okay, so rooting for you.
Can't wait to see you in my DMstelling me all about it and
I'll see you on the next episode.
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