Hey podcast listeners, welcome inside the broadcast booth today. Great episode. We're going to talk about the three psychological barriers keeping you from your dream business, your dream practice, and also your dream life. What I've found over the years is a lot of times the personal affects the business and the business affects the personal. We're gonna. Get into that today with the three biggest barriers that I've seen that really relate to everything that goes on inside your practice, inside your business. Before we get started, let's fire up the music. Welcome to the Dr Diamond podcast. We're doctors learn from industry experts, proven methods to grow their practices like the top one percent, and now your host, resident of office, automated.com, Robert Barton and the CEO of new patient group, founder of the Dr Diamond Club, national key known speaker and featured in dental economics boards and CNBC, Ryan, right. Hey, everybody out there. Welcome inside the broadcast booth here in Houston, Texas. Just enjoying a Sunday. Hope everyone's having a good weekend. Really good show today, as I mentioned in the beginning, or a lot of psychological barriers that keep us from achieving anything in life, whether it be in our personal life or business. A lot of times those are intertwined. Today we're going to talk a lot about how it's keeping you from achieving your dream practice, your, your dream business, and a lot of cool things going on. No, we have an official align technology partnership in place. Uh, we announced that, uh, there's over the course of this past week and really excited, uh, they're looking to me is one of their lead consultants on a lot of really cool things they're doing. I'm going to be speaking nationally for them moving forward and really excited to be able to help a lot of people, you know, the, the notoriety, the brand awareness, obviously that that creates is one thing, but it's all about the end result of just helping as many people as we possibly can because we just believe that over the course of time, healthcare consultants and this was with all due respect or they teach inaccurate things when you really look at, as it compares to business expertise, business growth, that consumer psychology, marketing, the things that we talk about on this show are frankly just been taught wrong and done wrong in healthcare for many years. And you know, we're changing it. You know, the days of being able to copy and paste the same content on everybody's website. Uh, you know, every client you have and it's inexcusable and those days are over. We're starting to call those companies out. Bring attention to social media posts or to the same on yours as they are 500 other clients. That's not marketing as well as the training on the internal thing. So really this notoriety with a line was really exciting because the things we do work and they're starting to be recognized on a national and global basis, so very excited about that partnership to September Webinar. So our September webinar's been announced, I'm actually going to be the keynote speaker on that Webinar. It's going to be September 21st and you can register bear's going to new patient group Dot Com backslash webinars. Again, new patient group.com back slash webinars to get registered for that and we're going to be giving away all the participants. If you show up participate in the Webinar, you will be getting a free video challenge course called the seven steps to achieving prosperity and that challenge course I've used on very high level fortune 500 executives all the way down to people that just wanted personal coaching, that owned a small business. Even with people that don't own businesses at all. They were just having other issues going on maybe with their boss or whatever it may be. So something that I personally challenged you to complete. It's very powerful and we're given that a way to all the participants on that Webinar. So let's get started today. You know, Albert Einstein once said that the thinking that got you where you are is not the thinking that's going to get you to the next level and it could not ring more true in healthcare practices today. We have a very changing environment. You guys hear us talk about that quite often and because of the change going on with, and let me, let me break it down to you in this. So this is the first time you've listened. You've heard me say this before, if you're an avid listener, uh, but it's also important to hear this again, you are now more of a business than ever before, whether you like it or not because unfortunately, and it's a, it's kind of a sad state. If I was a clinician, I wouldn't like this statement, uh, but the reality of it is, is the, the clinicians that are really the innovators and are really growing at far higher paces than the competition or the ones that fully understand what I'm about to say. Unfortunately, the best clinician, no longer winds, it is the best functioning business and because 80 plus percent of everything that occurs inside your practice every day has nothing to do with any clinical expertise whatsoever. You need to seek the advice of business and marketing and consumer experts from outside of healthcare because those are the ones that actually have expertise in those things. Not Somebody that used to work inside a practice and then turn consultant. There are good at certain things, but those things, they just simply do not have the expertise and it's not a criticism. It's no different than I don't have the expertise that a clinician has on the clinical side. It's not a criticism, it's just a reality and it's a factual piece of information. So the reason I bring that up is what we're going to get into today is very high level. It's extremely high level things that you should be taking notes on because the facts are it affects every aspect of your entire operation, both on the clinical side and the commercial side, but especially that business consumer, commercial side, and I get that. The consumer word, we talk about it a lot. It's a unpopular word in healthcare. However, that being said, again, all the top clients out there that we have, you know, the Regina Blevins, the John White, the highest producers in the country, they're all, they're all high invisalign producers. They're high revenue producers. Uh, you know, they speak all over the country. There's a reason they're at the level they're at and it's because they view everything internally very differently. There's a reason why Dr Blevins turns to the Diamond Club for life and business coaching. There's a reason why John White does it as well. There's a reason for those things and it's because they understand that in order to separate their practice from everybody else, they have to seek the advice of people outside of healthcare. Now, obviously we know the healthcare environment inside and out. We've been in it for two decades. However, all of our expertise comes from the entrepreneur, consumer business to consumer world, and it's very important that everybody listening understand, because anyone listening anymore, a lot of you know me personally out there. A lot of you don't in anybody that knows me personally, knows very down to Earth Guy, don't like talking about myself very much at all and because of that, it's very hard for me to, you know, properly portray the career that I've had because I don't sit there and talk about it. However, there are times that I've had more and more doctors say, Brian, look man, you've got to tell people about this. They need to know. They need to know the history because of how important it is. Otherwise, you know what you're saying may be great, but if you don't have the background to to put value on it, how's anybody going to know? And they have a good point. And the reason why I'm starting off with this today, given a little bit of background on this stuff because what we're getting into, I cannot tell you enough how high level and important it is. This is stuff that I have used on fortune 500 executives that have trusted me as their life and business coach in the past. And those people are very, very smart. I mean, they know marketing the consumer business inside and out, yet they still seek the advice of people to help them out like that personal trainer in life that's constantly pushing you to get better and that's again why they're the high level, really good ones as opposed to the other ones out there that think they know everything and don't seek the advice of people that know something more than they do about a specific topic or topics. Now, just to let everybody know, I announced the aligned partnership, you know, signing an agreement to be a lead consultant for align technology and speak as an enormous accomplishment. It's obviously something that shows that we know what we're talking about, but there's other things as well. You know, I've started seven different companies and seven different professions and turn them into multimillion dollar company. He's been featured in Forbes, dental, economics, CNBC, things like that. And you never all you. If this is your first time listening, this is not a normal routine. Okay. You guys, you guys listening out there that listened constantly? No, I don't sit behind the mic and you know in toot my own horn today, I want to because it's very important to get the point across that this is coming from very high level expertise in what makes a business to consumer organization happened at its highest levels. Okay? Highest levels and these accomplishments that I've had in the career or only to articulate to you that this is coming from somebody that knows what they're talking about and I cannot articulate that enough because what we're about to get into, I really want you to do and the first thing is I want you to start with an exercise. Now you can obviously listen to this whole podcast without doing it. I don't expect you to actually pause the podcast, go do the exercise and come back. However, that being said, for those of you who do it that way, you're going to get more out of today's podcast and if you don't, however, you obviously can listen to everything today and then go back and do this exercise. However, I challenge you to actually do the exercise. It's something that all of my life coaching and business coaching clients that I have with the doctor Diamond Club and the Dr Diamond Club for you guys out there that don't know what it is, you can check that out on our website there. It's one of the main tabs are diamond club's created so you can work with me personally. It's an online like life coaching, business growth community where we all get together and everybody gets advice. Roundtables, a specific webinar events and I put everybody through a very high level course to make sure you're better off personally and in your business life and it transforms a lot of people. We have a very, a lot of high level clients on there and the reason I bring that up is all of them get put through this exercise. All of our clients get put through this exercise because of how important it is. I want you to take out on a piece of paper, not on your iphone, not on your ipad. Get a physical pad of paper out. Right now I'm holding. There's three pads, different ones in front of me, and I keep what's called a new patient group. Program notes. I keep what's called up notepad, that's called millionaire notes, and then I keep another one. Oh, that's called innovative ideas and I have everything on pads of paper that I just write and write and write, and it is proven psychologically to work better than if you take it on an Ipad, iphone, automated nodes, etc. There is something about a pen and paper that you cannot replace, so I want you to go old school and I want you to physically write this down. WriTe down what your dream life and your dream practice looks like. Be selfish. I want you to be selfish. This is your time to really, really indulge and say, look, if I had every single thing exactly how I wanted it both personally and professionally, what would that look like? And I brought it up earlier and we talked about this a lot too, is even the highest producers, they don't have the perfect practice. They don't have the perfect life. There's always things that they'll go, oh boy, I wish we could do these eight things. Things would look a lot better that way. And for some of you, it may be you want to spend more time with your family, you want to be a better husband or wife. Some of you, it may be, hey, I want to kick the crap out of the competition down the street, uh, increased revenue, get more on my staff, but come a better ceo. It may be all the above or it may be completely different. The facts are, is everyone has dIfferent goals of what their perfect dream scenario looks like. Okay? So I want you to write that down and I'm going to allow you out there to write that down and I'm going to allow you to send that to me and I want you to send it to me at npg, at new patient group.com. So that's just a new patient, abbreviated npg@newpatientgroup.com. I want you to put in the subject line podcast exercise. That's what I want you to put in the exercise. Okay? That's going to indIcate to my team that that needs to go to me and you and I are going to follow up one on one about your dream practice scenario, your dream practice scenario, your dream life. What does that look like? Okay, and whether you are a restaurant owner listening out there, obviously this is targeted to doctors, but you first time listeners, you know, just to let you know, we have a lot of entrepreneurs out there that are not doctors that listen and tune in whether your a rep for a company out there, whatever it may be, I am happy to help you because it will improve whatever it is you do in life, so podcasts, exercise. Send that to mpg@newpatientgroup.com. If you don't do the exercise, you are not going to get the most that you possibly can out of today's exercise. Today's podcast. Excuse me. So I really want you to do that also. If you do that and send that to me, I am going to send you our free video course of the seven steps to achieving prosperity so you can go through that. Okay, but you have to send me this exercise with podcasts, exercise in there, and then inside the email obviously put your name and everything and your contact details so I know how to get ahold of you. Uh, but very important you can you complete that. NoW once you have that completed, you're going to see a piece of paper and you're going to able. Because until you have this, it's very difficult for someone to create the baby steps, what I call them an action plan of how you're actually going to get there because I can tell you that you sending out postcards, you doing billboard ads, you're doing stuff on the radio. You constantly doing the external is never going to get you to your perfect life and practice business scenario. It's not going to happen. Do doing tv and all that stuff. Everything that everyone does to make themselves feel good and they think that they need it is not going to ever in a million years get you to where you want to go. What will get you there is learning things about what we're going to talk about today, which is all focused and it obviously is gonna be. There's gonna be some principles that you can, if you do external marketing, we're not against it by the way we are against it, if that's what you do first because what you find if you don't do it first and you concentrate on all the internal and the digital and you do that stuff right, you never have to spend one dime externally if you choose to, great, but you won't have to to destroy everybody in your community. That being said, what we're going to talk about today also is going to help you go back and if you do postcards or you work with whatever marketing company work with, it's going to allow you to get them to give you a higher level service because you're going to know what you're talking about at a higher level. okay, so let's dive in. The first one, the first obstacle I want to talk about today, write down, I hope that we talked about this. I want you guys taking notes now, a lot of times you listen to the podcast, you're driving along, whatever it may Be iS a little bit more difficult, but you could still go back and always be in a place, you know, grab a glass of wine, sitting in an outdoor patio, sit in your chair inside, whatever it may be. Take notes In this. Get a notepad that's specifically dedicated to these podcasts and take notes to make sure you're getting the most out of them and actually implementing them into life. Now, the first one, the neural impact, the neural impact is a great example, fantastic example of why the best athletes and most famous business executives and really regardless of profession, rather it's the mark. Cubans are the world, whether it's an oil and gas executive, whether it's a doctor, whether it's me, an athlete, whatever it is, they have a lot of things in common and one of the common traits is they have business and life coaches that focus on psychology, very psychology focused, and it's really our, our arts humans. We're very dependenT on repetition and consistency. We've talked about that all the time and that's really what the neural impact has to do with all of our learning, your clinical abilities, how you move teeth, how you do a crown, whatever it may be. If you're a plastic surgeon, listen out there liposuction and breast enhancement, whatever it may be. Your abilities to be great are dependent on consistency and repetition. There's no substitute for it. There's no substitute for it. It's no different than the tcs presenting financials, how they overcome objections, how your people answer the new patient call, how they overcome objections, learning and becoming an expert at five star, customer service, whatever it may be. It all depends on repetition and consistency and kind of a side note. This is one way that you can help with your external marketing. If you do postcards, here's an exercise you should do, and then if you follow this, you'll be very glad you did. When you're doing postcard campaigns, you want on a piece of paper to write down what your ideal patient looks like. If you could have the same patient walked through your door everyday for the rest of your career, what does that look like? Once you have that exercise done, then take that and pick the communities around your area within a certain mile radius, I would say a 20 minute drive or under that fIt the mold of what that perfect patient looks like. Now, this doesn't mean that you don't want other patients. I'm just telling you, your perfect patient. Pick three to five communities that you know of where that perfect patient exists, and then you hit every month for the entirety of your practice. It never stops. You hit them with a postcard campaign. Postcard can change, but it's an ongoing brand awareness campaign because you have to be on the mind of people whenever they're ready for your service. If you send out a postcard campaign randomly and I get it in the mail and I'm not ready to purchase orthodontics, you just wasted your money. The purpose of a postcard is getting your name in front of people repetitively over time, so whenever it is they happen to need your services, you hit them again that month and they come buy from you and that's achieving effective frequency which has a relation to the neural impact, which we're going to get more into here in just a second. When you achieve effective frequency, the average consumer needs to hear things a certain amount of times. It's upwards of 20, sometimes more, but it's a minimum of four, so that ongoing campaign is able to achieve effective frequency. So your return over the course of time is going to be far higher than the practices that, and this is how most of you do it, you've done it, I'm sure before you say, I feel like doing a postcard campaign, you need to do it for a couple months and then either determine whether it works or not. That's not how you do it. That is not how a high level marketing executive that gets paid, you know,$500,000 a year by a corporation. That's not how they do it. It's another example of how it's done differently outside of healthcare, that expertise is vastly needed because of how competItive the marketplace is and how the business components of the practice or more important than they ever have before. So that's your little bit of an external marketing tip of the day. Now let's get back to you see the facts are going back to the neural impact. Our brains are wired to resort back to how we've always done things, how we always done things. That's why I love making analogies because the perfect one, even if you don't follow sports, this is an easy one to get. You know you're a baseball player. You know, I'm sitting here, imagine me holding the bat and I have this, you know, here comes the pitch and I go and I swing and I have this little loop in my swing because it doesn't take much round. Bat roundball pretty perfect to square that up, right? I have this little loop or maybe a big loop and I'm getting underneath the ball at impact is causing me to lift it up in the air. A lot of popups, lazy fly balls, whatever. Now in order to correct that swing, it obviously requires consistent practice on a repetitive basis, ongoing basis for the length of my career. Now see athletes get that and it goes back to why a lot of them use personal coaches that are experts in life, experts in psychology, experts at business, because the philosophy of fixing the loop in the swing goes back to the neural impact because without that ongoing practice, science of neural impact guarantees that the loop will return in my swing. It may be tomorrow, it may be in three seasons, but it will return in. A lot of times it does it slowly but surely to where all of a sudden it's back in full effect and you never even knew it was coming in. It's why the best athletes always practice on an ongoing basis consistently harder than everybody else. It's not a, oh, a guy got lucky. It's hard practice. It's no different than the business side of it. So let me break down for just a couple minutes. What the science of the neural impact means. This is pretty cool and I want you to write this down. This is the brain waves talking to us. Okay? The brAins, if you've ever doubted that the braIns of powerful thing, you're going to change your mind today. What the science of the neural impact discusses that if you work on the same thing all day long, not just the same thing for a few minutes. If you work on the same thing all day long for 21 straight days, 21 straight days, you even out the science of the neural impact and what it has on your performance. Let me define that in more simple terms. Even after working 21 straight days all day long, 24 slash seven, you only have a 50 percent chance of retaining what you worked on in actually implementing it. Well. Fifty percent chance, not a very good chance. Likely it will fail and that's if you work on it. Twenty one straight days nonstop. So was what the neural impact is telling us is we as humans have to work on things repetitively and upwards and what it says and what the science says behind it is you have to work on something for 63 straight days in order to have an excellent chance of retaining it and implementing it. Well. Let me repeat that. Sixty three straight days. And then what the science says is afterwards, we still require the ongoing learning and practice to make sure it remains at high levels. And this is for anything you do math, learning another language, the baseball swing, catching a baseball, throwing a baseball, shooting baskets, working on the new patient telephone call, presenting money, overcoming objections, your ceo abilities. The list goes on and on the neural impact, the way our brains are wired, you have to work on it for 63 straight days nonstop, which is why you hear me talk about. It's such a joke to think that going for three days to someone else's facility, coming back and actually implementing it. Well, it's why it's an outdated consultant model. It's why our whole practice growth platform, our whole philosophy is we come to you and we're with you 24 slash seven via any internet accessible device. It has to be that way. It has to be that way. Does it mean that you fail doing it another way? No, but it is guaranteed and by science that you're never going to maximize your success that you otherwise would. Meaning. You always leave millions over the course of the career on the table always, and it's so simple because what the science is telling us, it's why so often consultant models fail so often practices lead these, these millions on the table because very few. It's different for the top one and you know, that's what we talk about on here constantly. What are the top one percenters in healthcare and outside of health care? What do they do differently and one of them is, is they work on things repetitively over and over and over again, and very few people are wired to commit to that. There's reasons why that we're going to get on in these other obstacles. In order for your dream life and your dream practice to become a reality, the very first thing after you look at the exercise you did and you look at all the things I want to be a better husband, I want more production. I really wish my staff perform better so I could get this on autopilot so I don't have to work so much. all the things that you wrote down only become reality if you are willing to overcome the neural impact and what I say, not even overcome it, implement it, use it to your advantage. Know That this is what the science says, so therefore I'm going to kick the sciences, but and I'm going to do so by implementing constant repetitive training at my practice for everything. Five star, customer service being great on the telephones, being great clinically, overcoming objections, handling complaints, dealing with insurance. How my hygienists talks, our new patient experience, how we talk to our existing patients. The list is endless. There's hundreds of them. We are going to commit to ongoing training for all of them and we're gonna. Make sure that the science of the neural impact is implemented into our practice or overcome and our practice, we are not going to be the practices says, hey, we're going to work on a couple things and then think it's going to be implemented for life. Don't be that business owner. If you're the doctor that thinks your new patient telephone call is good, you're kidding yourself. If you're a doctor that thinks that your patient experiences good, you're kidding yourself. Here's why. If your paTient experience is so good, that means that you've had hours of ongoing five star customer service training you and your staff, not from a health care consultant, but from the people like the ritz carlton or our five star customer service program or whatever it may be. You get it and then you keep doing it on an ongoing basis. Otherwise, your patient experience is not nearly what you think it is because remember the patient experience. Customer service is very different in the mind of the healthcare professionals inside the practice environment compared to what a consumer coming in to be a patient expects and actually thinks is customer service. Two totally different things. Why? Because your clinical and their commercial, it's a separate world. Totally separate world, so for your dream practice to true, the neural impact is something that you must master. It's something we work heavily with in our program, but also with the diamond club. the clientele that work with me personally. This is what the diamond club is all about. The things you're hearing today, or very brief overview. Obviously we can't do a podcast for five hours. It's a very brief overview of a high level things that we work on an ongoing basis with the diamond club level clients. The spotlight effect, man, I love this one. This one to me in healthcare is probably the. I don't know. you could argue that all of them are the single most important, but I see this one a lot. I see this one a lot. we've always done it that way. We're a great practice. Why change in the practices that have had team members employed there longer or always worse, and it's because of the spotlight effect, because see growing a business and maintaining innovation is above the hourly employee level. It's not a criticism, but their idea of marketing growing a business, customer service, consumerism, psychology, the list goes on and on. they say, we can do it ourselves. Why do we need help? Or dr. Boy, we've been doing it so good. We are the best in town. Why are we changing all this stuff? That is the mentality inside the healthcare event. HonesTly, not just the healthcare environment. That's the mentality of almost every business on the planet from an hourly employee mindset. See, the best executives are always going, look, we're doing pretty well. Yeah, I do think that our companies on top right now, but you know what? We better keep on changing and keep on innovating because tomorrow that could change because every day there's somebody waking up looking to kick our butt. Every day there's somebody coming up with a new idea and if they're able to implement it, that could take us from the best and that's the mindset. Again, at the top, one percenters, verse the$99 and 99 to add, we're doing good, we're fine, we don't need it. They can't think beyond that. Are they? Have a very difficult time thinking beyond that in the spotlight effect is a huge thing that's keeping you from your dream practice huge. What the spotlight effect talks about. I love this. This is great. Our brains are wired in a way to protect us. Yours, mine. Everybody's prepared to protect us against anything it perceives as harmful, uncomfortable, different. Our brains are actually wired to keep us from doing those things. People hear this and they're like, whoa, that's kind of scary, but that's the science of it. Again, that's not Brian Wright talking. It's the science of it. It's one of the biggest reasons why the neural impact is a problem in practices because many of you won't implement the ongoing training as part of your way of life. Every business that rules their profession does walt disney, ritz carlton, starbucks, whatever you think of those companies, they're at the top of their respective professions and every one of them. Staff training, employee training for management all the way down to the quote unquote janitor is their way of life. Everybody expects it. Everybody does it, but that's changed. We see our clients, all of them, they all block one hour a week, all of them. They block one hour a week, no patients, no clients, no customers, whatever it may be, and they work on their business with each other. They role play, they practice, they put each other on stage, they hold each other accountable. They produce content for social media. They do all the things that very few businesses do, and that's why our clients destroy their competition. That's why our clients remain twice as cash flow. Positive is what the national averages say in dentistry and orthodontics, other professionals too, plastic surgery, etc. There's a reason for it. They do the things that nobody else will do, which is exactly what the top one percent does. The 99 percent look at them and go with hell. You doing the one percent. Look at them and laugh so because the spotlight effect is keeping your brain keeping my brain, it's wired in a way to keep us from this change and see your mind and your body act as a memory bank and it becomes more and more powerful with time. It's the reason why that, and this isn't just a lot of times it sounds common sense and a lot of it is what I'm about to say is one of them, but there's science behind it. It'S the reason why, and let's make up a. A betty is a make believe employee. There's a reason why if betty's been answering the new patient call one way for 20 years, it's very difficult to change betty, especially from a consultant standpoint because we're completely reliant on if management holds me accountable to the change. If I was her boss, I can promise you she changed, but you're her boss. In this example. She's been doing it one way for so many years that it makes it harder for her to change because over the course of time she's making these deposits into her internal memory bank. These deposits just keep happening every minute of every day. Every time she doesn't, there's more and more deposits being made, so betty is going to be that much more scared and resistance to the change of doing it a completely different way or maybe even just a little bit different way. And the reason being is the spotlight effect betty is going, her braIn is going to view the change in the teachings as criticism, as being harmful, being changed, that scary and her brain is wired. Your brain is wired, my brain is wired because of the spotlight effect to push back and not do it. Who an hour a week boy and we going to lose production time. No, you're going to gain production time. The numbers prove it. Any business executive that's worth a grain of salt is going to look at it as you are increasing your production because you're going to be that much better when you are out there producing. It's just the facts. The 99 percenters won't look at it that way and that's why our clients, I call, we all call each other freaks because it's the opposite of what everyone else is doing and the spotlight effect is what you're going to have to overcome internally with your practice if you want to implement things and actually have changed occurred because your brain's wired the same way according to the spotlight effect is all of your staff. it's change. It's pushed back immediately from your brain. We don't want that. That's scary, and it pertains to you. It pertains to how you run your business, how you manage your people, how you lead your organization, the money you choose to invest. You and your staff must learn how to overcome the spotlight effect. If you ever have a chance of achieving the things that you see on your piece of paper right now and again at the beginning, that's the reason why if you did the exercise before you listen to this podcast, you're getting more out of it because you're able to look at these things and go, you know what? You're right. If I want to have a staff that helps me put my practice on autopilot, there's no chance of that happening without overcoming the neural impact in the spotlight effect. It literally cannot happen and that is not Brian Wright talking. It is not new patient group talking. It is science talking. You have to overcome it. So by implementing and overcoming the neural impact of constantly practicing and role playing, then the spotlight effect is going to be the one that tries to keep you from doing it. I'm going to give you a quick real life story on this memory bank thing. I'm going to put it into a different type of an analogy here. so the cohost of the podcast, Robert Barton, who you all know that's on with me quite a quite a bit, is a practicing doctor and I have had horrible neck and back pain for a long time now. And to give you an idea of why travel a lot, uh, speak all over the country. It's actually all over the world now. And in september I am going to be on about 22 to 25 airplanes. Now that counts, you know, if I go to one city and back home, that's to there and back. But that's a lot of airplanes. And over the course of time, you know, I play a lot of basketball workout. I'm into all that stuff. And over the CoursE Of time the pain got worse and worse and worse. Now, let's say the second I started feeling the pain, I would start going to robert. Let's say that that's what I chose to do. Unfortunately it's not, but let's say I did because my body had just started doing it that way, quote unquote, I would not have a lot of deposits into my memory bank and it would've been easier to get me right. But because I waited about three or four years, it's now become where, you know, I forgot what it's like to not be a neck and back pain. It's like you get used to the pain. So now I'm going to see robert on a consistent basis. I go every week. I try to go twice a week, but even once a week is difficult with my schedule, but he and I had this conversation about how everything is going back. Every time I go back there, my body is trying to go back to how it's been to how it's been done and that is all of the science behind it. To that internal memory bank of your body having a memory and going back to it. So now in order to get my neck and back right, there's going to be repeated visits week after week for probably a year, maybe longer. I don't know. It's also a lot dependent on what I do when I'm gone from his office, which is another analogy when we have one of our vip coaches in your office or if you're working me with me with a diamond club and I'm your personal coach working with you, we can only help so much. I mean if your coach has a great training and then your coach leaves and management doesn't make sure the training remains implemented and people continually get better, well guess what? There's not much we can do to help you and then it's your fault, not ours. It's your fault because the memory bank you're going to constantly want and just automatically go back to how you've been doing it. Never giving your chance or yourself a chance of becoming greaT. And because of that, when your coach returns, when you have our in house coaching program, you know they're in your practice every month. Because if they're not, it's not enough time to implement change when they come back, the previous stuff won't even be implemented. Forget well, it won't even be implemented and that's what it is here. Robert, in this example, is dependent on me, you know, doing my stretches, taken care of myself because whenever I go back to his office, that's going to help these deposits that have been going into my memory bank slowly but surely go away, but the neural impact and the spotlight effect or the only way I'm going to get better because I'm going to have to repeatedly go in order for my body to change and get back. Meanwhile, spotlight effect is trying to keep it from happening. It happens in our personal life. Whether you're trying to be a better husband or wife, whether you want to become better at basketball, at the gym, whether you want to start lifting weights and get your, your butt into shape, whatever it may be, it's all applies and it's why our clients do so well because these things, we don't let occur inside the practice, inside the business. Oh, we've been doing it that way forever. we're a very great practice. We give a great patient experience. Oh really? Where'd you get your five star customer service training? Could you go give your resume to a five star customer service training company where they hire you? The answer is no. So explain to me again how your patient experience is great and see it's that disconnect that exists in healthcare that just kills practices. Even the most successful ones. It's that disconnect and mindset because you used to be able to get away with that stuff, but those days are gone because the experience for your clients is what gets them, retains them, etc. It's not how you're able to rotate the bicuspid or the beautiful crown you just put in and I get. It's unfortunate, but it's the reality. It's not me talking. It's the factual reality of today that the best clinician does not. When it's the best business. I have utmost in all you know this. I had the utmost respect for the clinical skill you have, but the patient is not going in and again, the top, the top per juicers in this nation already get this. They just have tO know how to get there still, but they get this and that, but a lot of the other doctors don't and that the patient is not wowed by your clinical expertise. That is not what wows them. Woo. Boy, you can move that by cuspid that whoa boy, I'm buying. No, that's not the way it works. This unfortunate, but it's reality of that's not the way it works. So the neural impact and the spotlight effect are two things you need to be well aware of and overcome. If you have any chance of your list becoming reality in your list may be all in your personal life and they all in your business and maybe a combination of both, but the facts are those first to apply and so does the third one. The domino effect, the domino effect is really interesting because of how much just like the other ones, because of how much it pertains to the success you're going to have in the domino effect basically is how humans need to hear a given message in order to better understand it and in turn better value at. Because you've talked about this before, the stages of the brain is if you're not fully, if you don't fully understand something, it's impossible for you to value it. The better you understand it, the more you interned value it. It's that latter. Imagine, imagine two ladders and the left ones. They understand the right ones, the value as you climb up the understand ladder, the value. You climb up that too. They go hand in hand and that's why the best salespeople are not and don't think car salesman. There's great ones to. The best sales were just simply educators. They just simply sit there and they educate you, give you value, give you things that can help you in your personal life and your business life because it gives you a better understanding which you were an intern valuing it at higher levels and that's how it worked with the patients as well. With your hygiene program, with you and the doctor exam, whether you're an orthodontic program, whatever it may be, your tc, hundreds of examples. It's how each of your staff is communicating a message to the consumer base on your digital presence to in turn get your phones to ring more, and then how they're articulating a message on the phones to get them to schedule and see each step leads to the next. That's why you're at the mercy of every word. Your staff speaks for your entire career. You're at the mercy of it. It's why it blows me away that doctors don't 100 percent invest their efforts in making their staff great because your staff is not great at 80 plus percent of what your business, your practice entails because they don't come with that training and even once you train them, science says you've got to keep doing it. Otherwise it'll go back to how it was and again, that's the difference between the top one percenters. They get that and they keep doing it. They have the discipline to keep doing it. The importance of the domino effect cannot be stated enough and it's for a lot of reasons, but one of them are and one of the one of those reasons is the fact that consumers don't value what you value. They don't understand what you understand and that people are bombarded with information overload on what to spend their disposable income on. I mean, every time you hit the internet, you have ads for tvs and cars and furniture and clothes and shoes and the list goes on and on and on. Where are you in that equation? Will all theSe other companIes are out creating their brand and the people that you're competing against are those business and consumer organizations that are convincing consumers to spend their disposable income on their services or products instead of years. I made a post and we talked about this the other day, is that the best buy down the street from you has stolen more potential patients in the last week or two. Then all your other competition, quote unquote practices in your community have in the last two years combined and they do so because their business to consumer experts, they understand the psychology of why people buy what they buy when they buy, how they buy. The list goes on and on and on and you're not. Your staff Isn't either yet. That's what you do every single day. You may not like to hear it, but the reality of the situation is when there's a practice on every corner and there's more going in every day. I mean, there's 3000 plus gp practices in houston alone. I'm telling you, they are in every corner. Orthodontists are on almost every corner, obviously not as many as the gps, but it's growing in competition. When it's like that, the only way you separate yourself from the competition is ensuring you're doing things. Unlike health care practices ever done them before. Otherwise, in the mind of the people out there, you're just like everybody else, your x ray machine that you spend a lot of money on. An investor consumer doesn't care about it. That's a reason for them. They don't like going to a health care practices. we hear it all the time. Dr soon we've got the state of the art x ray machine. Well, good for you. You value that. So does your team and soda. Why? Because of what I do. The problem is, is the patient, that's a reason that they hate coming to a health care practice. The x ray machine to them is a reason not to come and see. That disconnect is what keeps your practice from doubling in size because that's one example of literally hundreds because the only way the consumer values your x ray machine is the domino effect is if your people are articulating the message properly to where the consumer who doesn't understand it, therefore doesn't value it, is able to better understand it and better value, and it's all the words in the order you speak. The domino effect is also a person's ability to descrIbe their products, services and slash or solutions in a way that builds an image in the mind of others to get them to purchase from you, refer to you, etc. You guys have heard me talk about how the mind works. Why this is so important and why the domino effect is so critical is the miNd works in images. Avid listeners out there, you've heard me say this Plenty of times before, but don't you Get it? That's what I'm doing to you is overcoming what you're hearing. Today's three obstacles are you need to hear this multiple times in different waves. You need to have the consistency and repetition of hearing the message. I cannot reiterate that enough. The mind works in photos. Every word you hear, if you're a rep out there and you go into practices, every word you say, they are turning it into a picture. If you're a practice out there, every word you say to a patient on the phone internally, whatever it may be, it's turned into a photo. Every word I'm saying to you today, your brain's flipping that into pictures and hopefully that picture, that image you have of, wow, this is. This is pretty cool. High level stuff. I know it can help. Hopefully that's the image that's being built anD see. If it's
Speaker 2:not, that's my fault.
Speaker 1:If a patient doesn't buy from you, that's your fault. You didn't build the value. If they Choose to buy a$5,000 flat screen tv while telling you your$2,000,$1,000 crown or five,$6,000 invisalign cases too expensive, that's your fault. Not theirs. Do your fault. I mean, people can choose to spend their money wherever, so the only way you get them to spend it with you is if you build an image in their mind on why they should do it more than what the competition is building in their mind, and that's why the domino effect is so cool if you learn it. It'S how humans need to hear that message. It's why one of the things we teach in our hygiene growth program is a completely reversed the language of hygienists because then it's no different than the doctors, hygienists, doctors. You are taught solutions oriented verbiage in your respective schooling, which by the way, there's nothing wrong with and you should still use it. The problem is is by using solutions oriented verbage with people, you do not achieve the domino effect because humans are wired to function and act off of consequences. What do I stand to lose? Not what do I stand to gain. That's how humans are wired to understand or better understand and better value a message. That's one example, but you see the point and it's whether you're communicating during that exam, your hygienist, your tc, your new patient telephone call, all of that relates to the domino effect because every one of those jobs has to know how to properly articulate things to that consumer, that patient in front of them or over the phone in a way that builds the image on how consumers are proven by science and need to hear the image or the message. Excuse me, so people are choosing you over the competition. You know the best authors, best speakers, they all know how to write or speak in a way that builds that image. Do you need to be one of those authors, one of those speakers? You need to be that your staff needs to be it very, very important. Now, the neural effect, the spotlight effect, the domiNo effect. All of those critical to your success and knocking out what you have on your list, your list. Remember sin that according to the instructions we discussed earlier in@newPatientGroup.com, put podcast exercise. Put your contact information in the email, attach that and you and I can work personally on making sure that list comes. That's the exercise for the day. In addition to actually doing the exercise, which is write down your dream practice anD your dream life scenario. Let's make them both happen. I appreciate you guys tuning in today. Hopefully this is high level information that you guys retain in. You guys understand why we teach what we teach because It's the psychology of it all that makes everything in your life, business life related, come together in your dream scenario. Thanks for listening guys. Really appreciate it. Have a great day. Talk to you soon.