บทถอดความฉบับเต็มของ Lights On, Truths Out: Five Silent Killers Sabotaging your New Customer or New Patient Marketing Strategies w/ Dr. Robert Barton

00:04:17.120 But so the short story is we've had this trip planned for about a month prior to this, and I had triggered my my left plantar fascia rucking. 00:04:17.199 --> 00:04:20.000 So I rucked with my wife because it's the only way to get my heart rate up. 00:04:20.079 --> 00:04:26.319 So I put 30 pounds in my back, and that additional loading had been triggering my plantar fascia. 00:04:26.560 --> 00:04:32.399 Well, last Friday we decided, as boys do, I suppose, to go play basketball. 00:04:32.560 --> 00:04:34.720 Of course, that's a great idea at my age. 00:04:34.959 --> 00:04:40.720 And my foot was already hurting, so I went and played basketball with some colleagues of mine and had a great time for the first game. 00:04:40.800 --> 00:04:45.199 And in the second game, I basically planted my foot and pushed off on it. 00:04:45.360 --> 00:04:52.720 When I pushed off, my plantar fascia let go, snapped, and I went down like a sack of potatoes, and I was done. 00:04:52.879 --> 00:04:56.720 You know, I'd so I've been limping harshly since. 00:04:57.040 --> 00:05:01.839 It looks like since he's been in springs here visiting us, it looks like I'm walking around with grandpa everywhere I get it. 00:05:02.319 --> 00:05:02.959 Pretty pronounced. 00:05:03.120 --> 00:05:10.639 But so we had planned to go hiking and doing a bunch of things and whatnot, and and you know, here I am basically can barely walk. 00:05:10.959 --> 00:05:26.879 And I I took delivery of a device in my office to treat chronic tendinopathies and and inflammatory-based conditions such as plantar fasciitis, achilles tendinitis, tennis elbow, you name it, all manner of things like that. 00:05:27.040 --> 00:05:30.160 I took delivery on Tuesday, one day before I left, to come here. 00:05:30.399 --> 00:05:37.519 And I treated it, I treated my foot, and it's a fresh tear, and I didn't know what the expectation was going to be, but I wanted to treat it again. 00:05:37.680 --> 00:05:46.879 You know, so I we looked up a provider that had this device called STEM Wave, it's a shockwave device, and found one five minutes from your house. 00:05:46.959 --> 00:05:47.759 Yeah, right down the street. 00:05:48.000 --> 00:05:49.120 I mean, very convenient. 00:05:49.279 --> 00:05:50.959 This is a Wednesday. 00:05:51.199 --> 00:05:53.199 Thought, hey, I've got plenty of time this week. 00:05:53.279 --> 00:05:54.000 We might get in there. 00:05:54.079 --> 00:06:05.759 I wanted to go in and be a patient, pay, pay their fee, and and have my foot treated so I could keep the healing going and perhaps even be able to do a little bit more while we're here. 00:06:05.920 --> 00:06:09.279 And so we had a little bit of an urgency to the to the issue. 00:06:09.519 --> 00:06:10.560 And so I called. 00:06:10.639 --> 00:06:17.759 It's four o'clock on Wednesday, plenty of time, you know, well before five o'clock, which as well talk about it. 00:06:17.839 --> 00:06:19.040 I should be answering their phones way past. 00:06:19.439 --> 00:06:20.639 This makes me laugh, even thinking about it. 00:06:20.879 --> 00:06:22.079 Yeah, way past five o'clock. 00:06:22.240 --> 00:06:27.600 But the expectation, at the very least, you know, is that they might answer the phone up to five o'clock. 00:06:27.839 --> 00:06:29.040 They did not answer the phone. 00:06:29.279 --> 00:06:29.920 Imagine that. 00:06:30.160 --> 00:06:41.600 Called him as a new patient, did not answer the phone, left a message, and there was even a discrepancy between the Google Mob business listing and and the message in terms of when they were open and when they weren't. 00:06:41.759 --> 00:06:43.759 So I was like, well, go ahead and just leave the message. 00:06:44.000 --> 00:06:44.160 Yeah. 00:06:44.319 --> 00:06:47.519 Did the message say they were closed and Google said they were open, or was it the other way around? 00:06:47.759 --> 00:06:49.360 It was by it was either one or the other. 00:06:49.519 --> 00:06:51.199 But there was a discrepancy there. 00:06:51.360 --> 00:06:52.800 But yeah, left the message. 00:06:52.879 --> 00:06:53.120 Yeah. 00:06:53.360 --> 00:07:01.600 And, you know, so because we have right chat and because this is the space we're in, you know, and and we'll talk in more detail about this here. 00:07:01.759 --> 00:07:06.079 But yeah, it it's comical that they didn't answer one. 00:07:06.240 --> 00:07:06.639 Yeah. 00:07:06.800 --> 00:07:10.079 And that as I leave the message, they did not even call back. 00:07:10.319 --> 00:07:13.680 Because I'm sure that I do not check my messages at my practice. 00:07:13.759 --> 00:07:14.639 I don't even know how to. 00:07:14.720 --> 00:07:15.040 Yeah. 00:07:15.199 --> 00:07:17.199 And I and I don't want to, you know. 00:07:17.279 --> 00:07:19.120 I do not want to know how to check the messages. 00:07:19.199 --> 00:07:21.759 I expect my staff to do that. 00:07:22.079 --> 00:07:26.160 And staff members do not, I don't think they share with you always. 00:07:26.639 --> 00:07:27.439 The same emergency? 00:07:27.600 --> 00:07:34.720 Yeah, when when they've when they don't live up to their expectations or they don't do their job as well as they possibly could. 00:07:34.879 --> 00:07:36.720 So yeah, it was a missed opportunity. 00:07:36.800 --> 00:07:37.839 I was a little disappointed. 00:07:37.920 --> 00:07:39.279 I didn't get to, you know, get it. 00:07:39.360 --> 00:07:41.040 I think it's probably not time now. 00:07:41.120 --> 00:07:43.519 It's Friday now that we're shooting this. 00:07:44.000 --> 00:07:45.920 And you know, we ran out of time. 00:07:46.000 --> 00:07:52.160 So it's a missed opportunity, but you have a problem with your shoulder that I I really feel like stem waves could help as well. 00:07:52.319 --> 00:07:54.720 A chronic uh bicep tendonitis. 00:07:54.959 --> 00:08:03.680 And, you know, I mean it leaves a bad taste in your mouth when you have this practice five minutes in your house, and you maybe you give them another another

opportunity, maybe you don't. 00:08:03.839 --> 00:08:08.560 But this is the same thing that consumers go through day in and day out with doctors. 00:08:08.720 --> 00:08:12.959 We did a little deep dive on Gemini, and the stats were staggering. 00:08:13.199 --> 00:08:25.360 And I think I think you've already kind of shared some of these stats before the show here, but the stackers are staggering that 43% of people that call a medical dental offices they go on answer. 00:08:25.600 --> 00:08:26.399 Yeah, they go unanswered. 00:08:26.480 --> 00:08:26.560 Yeah. 00:08:26.639 --> 00:08:27.600 43% of the calls. 00:08:27.680 --> 00:08:28.000 Yeah. 00:08:28.399 --> 00:08:30.000 And so many reasons for that. 00:08:30.079 --> 00:08:33.519 You know, maybe they call before you're open, you know. 00:08:33.679 --> 00:08:36.080 Maybe they call during lunch when you're not staffed. 00:08:36.240 --> 00:08:39.919 Maybe it's just after you close, but it's convenient for them. 00:08:40.639 --> 00:08:52.000 And the problem is these are all missed opportunities for new patients to make a good impression on the practice and and solve their problem, which is what we're all in practice to do. 00:08:52.080 --> 00:08:53.679 Yeah, we're trying to solve people's problems. 00:08:53.840 --> 00:08:58.799 And I had a problem that did not get addressed, and it's disappointing, to be honest with you. 00:08:59.120 --> 00:08:59.919 It is disappointing. 00:09:00.000 --> 00:09:01.679 It's disappointing for a hundred reasons. 00:09:01.919 --> 00:09:11.759 One, I mean, all of you out there listening, hearing this data, 99.9% of you will still not wake up tomorrow morning and go fix the problem, right? 00:09:12.000 --> 00:09:18.799 You you're just gonna I don't know if it's people we we've all there's so many different ways today's gonna go. 00:09:19.120 --> 00:09:28.639 We've all called businesses that we wanted to buy from, or at minimum inquire about possibly buying from, and they didn't answer their phones. 00:09:28.799 --> 00:09:33.600 It's happened to all of us, and it's happened to all of us multiple times that we ended up buying somewhere else. 00:09:33.759 --> 00:09:37.120 You could be calling a haircut or you want a haircut, they don't answer, you end up somewhere else. 00:09:37.279 --> 00:09:39.360 Plumber, they don't answer, you call another plumber. 00:09:39.519 --> 00:09:44.879 A veterinary, I I teach this, this is a long time ago, but Winston, our dog, got hit in the head. 00:09:45.039 --> 00:09:47.200 Braden hit him in the head with a baseball bat by accident. 00:09:47.360 --> 00:09:48.799 Swimming, do you remember that story? 00:09:49.039 --> 00:09:51.519 Yeah, crushed him in the skull, needed a vet now. 00:09:51.759 --> 00:09:54.399 Regular business hours, like one or two in the afternoon. 00:09:54.720 --> 00:09:56.240 Vet number one, no answer. 00:09:56.480 --> 00:09:57.840 Vet number two, no answer. 00:09:58.080 --> 00:10:03.679 Vet number three answered, got the business, and they were the vet until we moved from Houston up to Colorado Springs. 00:10:04.000 --> 00:10:10.960 And and and and the sad part about it is you could go to those two vets and they're still not going to do anything about it. 00:10:11.120 --> 00:10:13.279 They're gonna go advertise in or something. 00:10:13.360 --> 00:10:14.399 Well, they they don't know. 00:10:14.480 --> 00:10:20.720 They're not aware that you call an actual person in need and and they didn't answer. 00:10:20.799 --> 00:10:21.840 They're just not aware of it. 00:10:22.240 --> 00:10:23.679 You would think the data would make them aware. 00:10:24.159 --> 00:10:30.960 If if if a person needs more business, and all all businesses, I guess, to some degree need more business, what do you what do people do? 00:10:31.039 --> 00:10:35.440 They they pay more for advertising, they pay more to Facebook, they pay more to Google. 00:10:35.600 --> 00:10:36.000 Yep. 00:10:36.320 --> 00:10:56.399 And we had we were talking about this even last night, the idea that if you were paying Google or Facebook for advertising, yeah, and discovered that the phone number, the the response number that the patient would call to respond to the ad was wrong, it would be a five alarm problem. 00:10:56.559 --> 00:10:56.960 Oh yeah. 00:10:57.279 --> 00:11:00.879 I mean for just absolute emergency. 00:11:01.360 --> 00:11:04.159 Like who can change the number now? 00:11:04.639 --> 00:11:05.120 You know? 00:11:05.840 --> 00:11:17.840 And but when there's potentially up to 43%, and I know it's different between different practices, but our data shows that almost every practice misses calls. 00:11:17.919 --> 00:11:18.240 Oh yeah. 00:11:18.399 --> 00:11:25.519 Because as backups, we answer and schedule people every practice, every month. 00:11:25.759 --> 00:11:26.159 Every month. 00:11:26.399 --> 00:11:36.799 And if it's and if it's and if they're doing a great job and they're staffed really well and they're answering before and after and all the things we say. 00:11:37.200 --> 00:11:40.799 And if we don't get one one month, we're gonna get a few the next. 00:11:51.279 --> 00:11:54.320 You know, that's a that's a at least a for alarm situation. 00:11:54.799 --> 00:11:55.679 You got that right, you know. 00:11:55.840 --> 00:11:56.000 Yeah. 00:11:56.159 --> 00:11:57.679 And and it's not treated as such. 00:11:57.840 --> 00:11:58.159 Yeah. 00:11:58.480 --> 00:12:07.120 Well, the you take the 43%, which I know some of you out there, and then and again going back to we've all called places and it's all happened to us. 00:12:07.360 --> 00:12:15.759 But for some reason, many business owners out there, I I don't know if I I think you're capable of thinking the way we teach on here. 00:12:16.159 --> 00:12:24.720 But a lot of you are just out there, just uh sometimes maybe they think you're incapable of it, is that you won't realize and own up to the fact that it's happening to you. 00:12:24.960 --> 00:12:26.240 I

mean, there's so many examples. 00:12:26.320 --> 00:12:28.799 There was a day spa back in League City. 00:12:28.960 --> 00:12:32.080 Uh, they're actually in Friendswood, but before we moved here. 00:12:32.720 --> 00:12:36.159 And sing, and this happens to a lot of day spas. 00:12:36.320 --> 00:12:45.759 It's like a single lady that owns it and she's in doing a facial or a massage, whatever the services are, and they have a self-right, they're the ones answering the phone. 00:12:46.000 --> 00:12:51.519 And and they're doing it because they think it's saving them money by not having a receptionist up front. 00:12:51.759 --> 00:12:58.159 Well, we found a service that they had, and we actually called them three times back when we lived there. 00:12:58.399 --> 00:13:01.120 No answer, no answer, no answer. 00:13:01.279 --> 00:13:03.200 Finally, we ended up going somewhere else. 00:13:03.360 --> 00:13:12.480 And it it happens again, trying to convince that lady that it's happening and to invest the money and making sure the phones are answered, she's never gonna say yes. 00:13:12.559 --> 00:13:15.600 So so so many of you out there that the data is there. 00:13:16.000 --> 00:13:21.519 You think advertising is what, and that's the other piece, too, is you think advertising is gonna be the solution. 00:13:21.759 --> 00:13:27.440 But you would also think if you were gonna advertise, wouldn't you want to make sure that your phones are are being answered? 00:13:27.519 --> 00:13:35.679 And when Rob was just talking about the wrong number, where you know you're you're you're paying thousands for marketing and find out there's the number is wrong. 00:13:36.000 --> 00:13:47.519 Well, really what you could equate what we're talking about too is okay, what if you're running multiple marketing campaigns, three, and two of them, the number was right, and the third one the number was wrong. 00:13:47.679 --> 00:14:00.639 That's exactly what's happening with with new patients at your office or new customers, whatever type of business you are, because this happens to everybody, is that yeah, you answer some, and those are the ones that you see, which you don't see, or all the ones you don't answer. 00:14:00.720 --> 00:14:01.600 And it's just driving me. 00:14:01.840 --> 00:14:05.759 I I really got, you know, Brian Lewis is our VP of sales with New Patient Group and Wright Chat. 00:14:05.919 --> 00:14:07.200 He lives in Denver Denver. 00:14:07.279 --> 00:14:09.279 So he was over at the house here in Springs last night. 00:14:09.360 --> 00:14:11.039 We were cooking, having a good time. 00:14:11.279 --> 00:14:14.159 And we get into this conversation, and man, I got frustrated. 00:14:14.240 --> 00:14:19.919 I got, I mean, I started I got lit up from a from being just mad standpoint because I want to help. 00:14:20.159 --> 00:14:24.559 Like I want to help everybody out there, but they're just backwards in how they think. 00:14:25.039 --> 00:14:33.759 And and you would also, and I know you do, you can tell them at your practice is because you get this, is that you know, you have ones that you're missing, all of you. 00:14:33.919 --> 00:14:40.480 So if you're if you're somebody that thinks it's not happening to you because you have a big staff or whatever it is, just turn this off now. 00:14:40.639 --> 00:14:48.159 Because it just go spend more money on advertising, stop listening, because it's happening to you just like it's happening to every other business on the planet. 00:14:48.320 --> 00:14:51.519 The other piece is what happens in the ones they do answer. 00:14:51.679 --> 00:14:59.039 And they get this, you know, in our niche, dental economics is saying people are calling at least five places now before deciding which the schedule. 00:14:59.120 --> 00:15:00.399 They're going in three. 00:15:00.639 --> 00:15:11.759 The days of like when you left a voicemail at that practice, that in itself is is according to this data that we were that we were looking up, is very few people will leave voicemails anymore. 00:15:11.840 --> 00:15:14.559 And if you have to, it represents your brand like crap. 00:15:14.720 --> 00:15:16.480 But most people won't even leave a voicemail. 00:15:16.559 --> 00:15:17.039 They're gone. 00:15:17.120 --> 00:15:20.159 They're just going and buying from the next practice down the street. 00:15:20.559 --> 00:15:28.159 Well, if they have a solution that they need, you know, if they have a problem they need a solution for, they're they're probably just gonna hang up and call the next place. 00:15:28.639 --> 00:15:29.519 Depends on how urgent. 00:15:29.600 --> 00:15:33.759 You know, Winston, for example, with with his isn't basically an emergency. 00:15:34.080 --> 00:15:35.519 You needed someone right then. 00:15:35.679 --> 00:15:35.840 Yep. 00:15:36.000 --> 00:15:38.720 And so you can't leave a voicemail and then have them call you back. 00:15:39.039 --> 00:15:47.120 We have a short window in this particular case that I was in town that I wanted to come in and just you know pay the the the one-time treatment fee. 00:15:47.279 --> 00:15:51.440 But again, you know, if that works well, maybe you're a patient. 00:15:51.600 --> 00:15:52.480 Then I'm there. 00:15:52.720 --> 00:16:02.000 So, you know, there are so life is so complicated that we don't often know how things affect things. 00:16:02.159 --> 00:16:02.240 Yep. 00:16:03.360 --> 00:16:04.639 They didn't answer their phone. 00:16:04.799 --> 00:16:08.799 They uh they the at least their message wasn't full, right? 00:16:08.879 --> 00:16:09.039 Yeah. 00:16:09.360 --> 00:16:11.919 But it didn't matter because I did leave a message and no one called us back. 00:16:12.159 --> 00:16:12.720 No one called back. 00:16:12.960 --> 00:16:15.919 And and and maybe they lose that opportunity for you to be a patient as well. 00:16:16.080 --> 00:16:17.600 And that's for a specialized treatment. 00:16:17.679 --> 00:16:24.159 That's not a an immediate emergency, but

we do have a short timeline that I can come in and participate with this. 00:16:24.559 --> 00:16:31.360 You know, I have the same machine, so I'm gonna just, you know, at this point I'll just wait until I get home and I'll I'll use the machine at the office, that is, not at home. 00:16:31.440 --> 00:16:40.159 But so yeah, you know, if you were to answer, if if if a if a business was to answer their phone, say from 7 a.m. 00:16:40.480 --> 00:16:49.039 to uh 7 p.m., which is uh actually what we offer, yeah, five days a week, you're gonna be paying some people overtime to even cover that. 00:16:49.200 --> 00:16:55.039 And I would argue that's gonna be and that's gonna be in excess of what our fee is as a backup. 00:16:55.200 --> 00:16:55.600 Yeah. 00:16:55.840 --> 00:16:58.080 And and that so that doesn't make any sense either. 00:16:58.159 --> 00:17:03.519 So we're missing calls during the business hours, but we're missing calls on the fringe of the business hours as well. 00:17:03.600 --> 00:17:03.919 Yeah. 00:17:04.079 --> 00:17:06.160 And I only practice two and a half days a week. 00:17:06.240 --> 00:17:21.920 Our office is open four days a week, but you know, Right Channel answers for us on Friday, for example, because if I'm spending on Facebook and Google, yeah, I don't it's a waste of money for me to you know spend money on Google and then have the call go and answer. 00:17:22.079 --> 00:17:22.319 Right. 00:17:22.559 --> 00:17:29.039 Or have the patient not have a positive experience with their first experience with us. 00:17:29.200 --> 00:17:29.359 Right. 00:17:29.519 --> 00:17:39.519 You know, because if they call and it's an answering service, even nothing against answering services, but they're they're not gonna solve that person's problem because they're not tapped into our schedule. 00:17:39.839 --> 00:17:41.440 They can't just schedule them, you know. 00:17:42.079 --> 00:17:48.720 And when patients call us and their new patients, they get scheduled as if, you know, that the person on the other end was sitting at our front desk. 00:17:49.039 --> 00:17:51.440 Well, you're one of the few that gets it. 00:17:51.599 --> 00:17:57.200 If you're gonna do advertising, you gotta make sure your receptionist is trained what to say and how to handle the inquiries. 00:17:57.440 --> 00:17:58.880 Very few people in any industry. 00:17:59.039 --> 00:18:06.000 Again, another reason we rebranded this to the Brian Wright show is everything we're talking about crushes no matter what industry is listening out there. 00:18:06.240 --> 00:18:10.319 We just happen to be talking to our to our niche right now. 00:18:10.720 --> 00:18:13.440 And and I see it time and time again. 00:18:13.519 --> 00:18:19.279 We're trying to convince people to go, look, create a great culture, train your team, then go do marketing. 00:18:19.519 --> 00:18:20.880 Very few people will do it. 00:18:21.039 --> 00:18:24.720 Because if you go do it in that order, now you're gonna get the

return. 00:18:24.880 --> 00:18:26.400 Marketing gives you more at bats. 00:18:26.720 --> 00:18:29.599 The first two teach you what to do with those at bats. 00:18:29.839 --> 00:18:31.279 I mean, that's something we were talking about with B. 00:18:31.440 --> 00:18:34.880 Lewis last night in in throwing darts and everything. 00:18:34.960 --> 00:18:46.160 And it's such a good analogy is that, yeah, if you have incoming calls and you're missing them, and you have a company or somebody, because today is not about especially if this is the first time you've ever listened. 00:18:46.240 --> 00:18:48.880 This is not a a pitch on WriteChat. 00:18:48.960 --> 00:18:53.119 This is just a topic that happened yesterday that sparked interest in us doing this episode. 00:18:53.359 --> 00:18:55.680 And I wanted to do it together for for a lot of reasons. 00:18:55.839 --> 00:18:59.519 One, it happened to him, and two, you know, we're we're in business together. 00:18:59.839 --> 00:19:07.759 The the amount of the amount of people that can comprehend culture first, train my team, then market, wouldn't wouldn't you want to do it in that order? 00:19:07.839 --> 00:19:16.640 Because if you do and you capture all the calls, you're not gonna have to spend as much on the advertising, or if you double down on the advertising, you're gonna get that much better of a result. 00:19:17.200 --> 00:19:22.799 And it's so frustrating to watch business after business after business not get it, right? 00:19:23.119 --> 00:19:25.359 Well, you know, it's the leaky boat analogy. 00:19:25.599 --> 00:19:33.039 You know, you want to you can either, you know, you can bail more water than what's coming in, or you know, and keep the boat afloat. 00:19:33.200 --> 00:19:33.519 Yeah. 00:19:34.079 --> 00:19:36.240 But why not just plug the leaks in the boat? 00:19:36.400 --> 00:19:36.720 Yeah. 00:19:36.960 --> 00:19:53.680 And so when we have well-trained staff that can answer the questions, you know, we were talking earlier of the idea that a staff member, when an inquiry inquiry comes in and they can't answer that question adequately, and the patient does not schedule, boom, they're gone. 00:19:54.160 --> 00:19:58.400 Very few staff members will come to the doctor and say, you know what? 00:19:58.640 --> 00:20:00.960 I just had a very challenging call. 00:20:01.200 --> 00:20:04.079 And I'd like to do everything in my power for that never to happen again. 00:20:04.240 --> 00:20:04.559 Yeah. 00:20:04.720 --> 00:20:08.400 And so could you work with me to answer this question? 00:20:08.559 --> 00:20:13.200 And then they take notes and they study it and they rehearse it. 00:20:14.400 --> 00:20:25.759 I have in my career, I have absolutely rehearsed how to present, you know, different conditions to people so that they can understand it and they can understand, you know, what we can do for them. 00:20:26.000 --> 00:20:30.799 And and then I I repeat them over and over and over to make them better. 00:20:31.119 --> 00:20:37.039 But my income and and and actually the income of my employees rely on that. 00:20:37.200 --> 00:20:38.799 So I take it very seriously. 00:20:39.039 --> 00:20:40.400 But most employees won't do that. 00:20:40.559 --> 00:20:43.599 Most employees won't come to you when they had a a loss. 00:20:43.920 --> 00:20:45.519 And and I never know about that. 00:20:46.000 --> 00:20:51.200 I would never know if they had a bad phone call, bad experience, they did not convert the patient. 00:20:51.279 --> 00:20:54.640 I would never know that that happened unless they volunteered it. 00:20:54.799 --> 00:20:58.480 And I would argue that most team members are not going to volunteer that. 00:20:58.799 --> 00:21:01.359 I mean, uh for every one, especially at that pay level. 00:21:01.920 --> 00:21:02.640 I do have one. 00:21:02.799 --> 00:21:06.079 I have had one that's redone that recently, and it's pretty unusual. 00:21:06.160 --> 00:21:08.400 I've been practicing 29 years, and I could say it's unusual. 00:21:08.640 --> 00:21:10.079 You need to lock her up, pay her more. 00:21:11.759 --> 00:21:13.440 I was gonna say there's one out of every thousand. 00:21:13.599 --> 00:21:14.559 So there's multiple things. 00:21:14.640 --> 00:21:16.160 So let's start breaking this down. 00:21:16.319 --> 00:21:18.319 So, first of all, the Google profile. 00:21:18.720 --> 00:21:22.799 So many of you out there, let's say you're open five days a week, right? 00:21:23.039 --> 00:21:25.039 Or actually, I'm gonna use another example. 00:21:25.119 --> 00:21:26.400 Let's say you're open four days a week. 00:21:26.480 --> 00:21:28.240 For our niche out there, that's the case. 00:21:28.400 --> 00:21:31.519 A lot of them are open Monday through Thursday, not on Friday. 00:21:31.680 --> 00:21:35.200 Exceptions, of course, but just for example purposes, let's use that. 00:21:35.759 --> 00:21:43.599 So you're a consumer and you type in Invisalign into Google because you saw marketing or whatever it is. 00:21:43.759 --> 00:21:45.440 You know, practice A, B, and C. 00:21:45.519 --> 00:21:48.000 And unfortunately now it's D through Z pull up. 00:21:48.079 --> 00:21:50.079 I mean, they're all over the place doing it. 00:21:50.480 --> 00:21:56.319 And and you won it, and it's Friday, and your business profile says you're closed. 00:21:56.480 --> 00:21:58.000 You're not getting that call, right? 00:21:58.400 --> 00:21:59.519 So you didn't miss a call. 00:22:00.079 --> 00:22:02.880 You know, in the terms of y they called and you missed it. 00:22:03.119 --> 00:22:05.359 You missed the call because your Google profile's all screened. 00:22:05.599 --> 00:22:06.400 That was an impression. 00:22:06.720 --> 00:22:14.960 And it would be very difficult to double click into all of those and really figure out where you're missing opportunities because you would have to look at your Google impressions. 00:22:15.119 --> 00:22:15.359 Yep. 00:22:15.519 --> 00:22:19.519 And then you'd

have to know why you had an impression that they they didn't call. 00:22:19.680 --> 00:22:23.920 You know, maybe they literally did see the hours and they didn't call because of that. 00:22:24.079 --> 00:22:24.319 Yep. 00:22:24.559 --> 00:22:27.759 In fact, that's might be something I need to look at as well. 00:22:28.160 --> 00:22:35.759 You should online because yeah, if they're not calling on Friday because we're closed, then you know, maybe they get back to it, maybe they don't. 00:22:35.920 --> 00:22:36.079 Right. 00:22:36.319 --> 00:22:40.319 Well, I think it, you know, the point is that the Google profile should show. 00:22:47.759 --> 00:22:52.640 Again, longtime followers, you know we don't do this on here, but today's just a little bit different episode. 00:22:52.880 --> 00:22:55.920 You're up against a practice that has RightJet, right? 00:22:56.079 --> 00:22:57.599 And your practice doesn't. 00:22:57.759 --> 00:22:59.359 And or a service like RedJet. 00:22:59.440 --> 00:23:00.400 Or a service like Right Jet. 00:23:00.640 --> 00:23:05.279 Which means that they schedule the patient as if they're at the front desk and the patient knows no difference. 00:23:05.599 --> 00:23:09.759 They log into the software, caller has no idea that it's not really your team. 00:23:10.000 --> 00:23:16.559 If I'm shopping in Visaline, you know, restaurant that has great stake, plumber, whatever. 00:23:16.720 --> 00:23:20.240 Again, that's why it's all the same if you can just use your imagination. 00:23:20.480 --> 00:23:26.799 And I go online and I see a Google profile that says open on Friday, even if you're not, right? 00:23:27.119 --> 00:23:28.240 You're closed, you're off. 00:23:28.960 --> 00:23:31.039 But there are different definitions of open. 00:23:31.119 --> 00:23:37.039 And now that I'm thinking about it, there is open for patients and there's open to phone calls. 00:23:37.200 --> 00:23:37.519 Correct. 00:23:37.599 --> 00:23:41.599 You know, and different Google My Business doesn't really differentiate between that. 00:23:42.000 --> 00:23:46.559 We're going to make patient appointments when we're available to make the patient appointment. 00:23:46.720 --> 00:23:54.079 If I'm busy and I have a patient limit for myself, if I'm if my limit has been exceeded, they don't they schedule them a different time. 00:23:54.160 --> 00:23:58.640 That they don't come in anytime the Google my profile hours say that we're open. 00:23:58.799 --> 00:23:58.960 Yep. 00:23:59.039 --> 00:24:00.559 You know, they come in when we say to come in. 00:24:00.720 --> 00:24:01.039 Absolutely. 00:24:01.200 --> 00:24:05.119 And so I think, you know, being open to answer the phone is different. 00:24:08.160 --> 00:24:08.880 But we are here. 00:24:09.039 --> 00:24:09.680 We're staffed. 00:24:09.920 --> 00:24:10.319 100%. 00:24:10.720 --> 00:24:12.160 And that's that means something. 00:24:12.240 --> 00:24:13.599 That's better than not being staffed. 00:24:13.759 --> 00:24:14.160 Absolutely. 00:24:14.240 --> 00:24:21.440 You know, I mean that's I mean, the real point is, though, is that if you're not open, but you can say you are, then you're going to get the phone call. 00:24:21.599 --> 00:24:22.880 If it says close, you're not. 00:24:22.960 --> 00:24:24.079 They're going on to the next person. 00:24:24.640 --> 00:24:28.400 You would have no way to know if you're missing phone calls that don't even get dialed. 00:24:28.720 --> 00:24:28.960 Exactly. 00:24:29.200 --> 00:24:31.440 And then that's where it all comes into an infinite mice. 00:24:31.599 --> 00:24:41.279 So many people out there, we'll talk about the corporations here in just a minute, on how many lost opportunities this creates for them that count on the practice to sell their stuff. 00:24:42.559 --> 00:24:47.920 There's just it's so hard to convince the masses to think this way. 00:24:48.079 --> 00:24:55.039 Because what you all are looking at is production, collections, new patients, starts, et cetera. 00:24:55.680 --> 00:24:58.559 None of that is telling you the why behind it. 00:24:58.720 --> 00:25:01.039 And the why behind it is the data that matters. 00:25:01.519 --> 00:25:04.240 And it's it's just so hard to understand because we we've got the proof. 00:25:04.319 --> 00:25:19.440 You know, one of the things I never thought of whenever we started Right Chat and we got going was, and and now it's proven true, is that you know, think about the the three most common times that people will call a business. 00:25:19.680 --> 00:25:22.960 Early in the morning, lunch, late in the evening. 00:25:23.119 --> 00:25:23.440 Why? 00:25:23.599 --> 00:25:25.759 Well, that's the most convenient time for them, right? 00:25:26.000 --> 00:25:31.920 And that's that's usually when the practice hasn't opened yet, everybody's at lunch, and then the practice is already closed. 00:25:32.160 --> 00:25:34.160 So we're also talking about all day, right? 00:25:34.240 --> 00:25:36.559 This isn't just you you do it at certain times. 00:25:36.720 --> 00:25:43.680 You're also missing a ton of calls whenever you're fully staffed, regular hours, et cetera, which we've talked about a little bit and we'll dive in more. 00:25:43.920 --> 00:25:52.000 But if if you're able to extend your hours on your Google profile, so now you can say you're open at 7 a.m. 00:25:52.240 --> 00:26:01.759 and now you say you're closed at 7 p.m., now you just added really probably maybe four more hours a day that you says you're open Monday through Friday. 00:26:02.000 --> 00:26:03.599 And now, and we've seen it. 00:26:03.759 --> 00:26:12.319 We see new patient numbers go up in the write chat practices just because the Google profile says they're open now, because we're handling those calls. 00:26:12.400 --> 00:26:15.519 So even as the backup, you can still use us as primary. 00:26:15.920 --> 00:26:17.759 You know, you go on vacation, your team's off. 00:26:17.839 --> 00:26:19.279 Now we're primary. 00:26:19.599

--> 00:26:24.559 And and we see the numbers going up just by changing the Google profile hours. 00:26:24.640 --> 00:26:36.319 And for whatever reason, I didn't even think about that when we started the company, but it just goes to show you how important these calls are, but how important it is to open up your business hours because they're not calling you if it says you're closed. 00:26:36.640 --> 00:26:42.400 I think it shines the light on the idea that we don't know what we don't know as providers. 00:26:42.559 --> 00:27:00.799 You know, we're all we want to the only thing we know to do often is increase the advertising budget, increase the spend on Google, trying to get the phone ring to ring more, but how simple could it be to just open up the hours in the Google Mind business to where people can think they can call? 00:27:00.880 --> 00:27:04.880 They ostensibly they think they'd be able to call if it says you're open. 00:27:05.039 --> 00:27:05.119 Yep. 00:27:05.359 --> 00:27:07.200 Now are they does that mean they're gonna come in? 00:27:07.440 --> 00:27:08.799 Not necessarily, you know. 00:27:09.039 --> 00:27:16.480 But but what doctor says, you know, they they get the phone call and they're like, well, just come on in right now. 00:27:16.640 --> 00:27:16.880 Yeah. 00:27:17.039 --> 00:27:21.599 You know, they they know they're gonna have to make some type of appointment, right? 00:27:22.400 --> 00:27:27.519 So and the other thing is, in you know, in this case, I left a message and we talked about this earlier. 00:27:27.759 --> 00:27:32.960 And the idea that, okay, I leave a message that was convenient for me to call right then. 00:27:33.119 --> 00:27:33.599 Yep. 00:27:33.759 --> 00:27:37.839 But when they call me back, it's probably not convenient for me to answer the phone. 00:27:38.079 --> 00:27:39.039 You're gonna miss it, probably. 00:27:39.119 --> 00:27:39.359 Yeah. 00:27:39.599 --> 00:27:43.440 And now it's just a phone tag situation, kind of back and forth. 00:27:43.599 --> 00:27:45.039 I'm doing something, I'm busy. 00:27:45.200 --> 00:27:45.440 Yeah. 00:27:45.680 --> 00:27:54.400 I called when I could deal with that matter, and it would be really convenient to do business with a business that could help me solve my problem right then. 00:27:54.640 --> 00:27:55.519 Right then and there. 00:27:55.759 --> 00:28:14.960 I I don't know why it's rocket science, but so much of what we teach is is obvious to me, and but it's not for whatever reason obvious to the masses because we've all like should we we've all either not called a business before because Google profile with, you know, hey, those reviews look nice. 00:28:15.039 --> 00:28:15.920 That's the other thing, right? 00:28:16.000 --> 00:28:21.680 You you work so hard on getting as many five-star reviews and a great rating as you can. 00:28:21.920 --> 00:28:28.000 Somebody types in whatever they type in to Google, you come up, they see the reviews, and they're like, wow, that looks pretty good. 00:28:28.240 --> 00:28:29.839 And then they see closed. 00:28:30.000 --> 00:28:30.319 Boom. 00:28:30.400 --> 00:28:30.880 And they don't. 00:28:30.960 --> 00:28:31.599 And what do they do? 00:28:31.680 --> 00:28:34.559 They just call the next one and the next one and the next one. 00:28:34.799 --> 00:28:37.759 So all the reviews go down the toilet in that situation. 00:28:37.920 --> 00:28:39.839 They don't even pick up the phone to call you. 00:28:40.079 --> 00:28:46.319 So you can extend your business hours as if you have a backup solution like WriteChat or again, somebody else. 00:28:46.400 --> 00:28:47.759 It's not not a not a business. 00:28:47.920 --> 00:28:49.440 So that's that's one. 00:28:49.599 --> 00:28:52.000 Two, so fix your Google profile, everybody. 00:28:52.160 --> 00:28:54.160 Extend the hours, show that you're open. 00:28:54.319 --> 00:29:01.920 And last night, and a lot of you who know me, customers out there, you know me personally, you know I I love talking about this. 00:29:02.000 --> 00:29:10.160 And and I think humans are like this, but man, you all in our niche are like this on steroids, where you will get, hey, extend your business hours. 00:29:10.319 --> 00:29:14.880 We're talking about this last night when we were playing ping pong and darts when Brian Lewis was here. 00:29:15.200 --> 00:29:18.640 And like, extend your hours, get more calls. 00:29:18.880 --> 00:29:19.440 Simple. 00:29:19.680 --> 00:29:21.359 Where does your old mind go? 00:29:21.599 --> 00:29:23.599 It goes immediately to the what if. 00:29:23.680 --> 00:29:29.119 Well, what if somebody, you know, walk, you know, tries to walk in my practice and and nobody's there? 00:29:29.200 --> 00:29:30.400 Aren't we gonna make people mad? 00:29:30.559 --> 00:29:35.839 And I'm just sitting there pounding my head into the door because okay, let's say that happened. 00:29:36.000 --> 00:29:43.359 Like that's gonna happen one time, two times worst case scenario, probably in a year or two, three years. 00:29:43.519 --> 00:29:48.079 And for many of you out there, you're not a walk-in storefront to buy t-shirts from. 00:29:48.160 --> 00:29:50.079 Like people know they need a reservation. 00:29:50.720 --> 00:29:52.880 Possibly one or two times per day. 00:29:53.119 --> 00:29:53.440 Exactly. 00:29:53.680 --> 00:29:54.400 On the opposite side. 00:29:54.559 --> 00:29:55.119 That's the piece. 00:29:55.359 --> 00:29:58.640 And you guys go to the one or two times rather than the hundred. 00:29:58.720 --> 00:30:14.319 And I know speaking for like an orthophy, what drives them crazy, and I see it, is when you start talking open choice and flexibility and letting people extend way beyond treatment time length, the docs and the team members will immediately go, well, what if they don't pay? 00:30:14.480 --> 00:30:18.640 Now they say that with bias because they don't even know what the industry data says. 00:30:18.799 --> 00:30:23.359 And the other piece is they're saying

it because they've had one or two patients screw them in the past. 00:30:23.599 --> 00:30:29.279 Rather than going, okay, look at the opportunity to be able to get, you know, five, 10 more starts a month. 00:30:29.519 --> 00:30:32.160 And out of that, are there going to be some people screw us? 00:30:32.480 --> 00:30:34.559 Yeah, every business deals with that. 00:30:34.720 --> 00:30:39.039 That that's that's managing cash flow risk, blah, blah, blah, another conversation. 00:30:39.200 --> 00:30:45.039 But what about all the opportunity of the starts that start with you that otherwise wouldn't have and pay you fine? 00:30:45.279 --> 00:30:53.519 It's this mentality of always going to the what if, the sing, the single thing, and that trumps the 99%. 00:30:54.240 --> 00:31:00.880 Yeah, as you no, no solution is going to cover every single situation, but you want to maximize the opportunities. 00:31:01.119 --> 00:31:02.640 You want to maximize the at bats. 00:31:02.799 --> 00:31:13.440 And I know you were mentioning this earlier, you know, there was this concept of more at bats could improve the numbers, but a better batting average could also improve the numbers. 00:31:13.599 --> 00:31:13.839 Yeah. 00:31:14.000 --> 00:31:18.079 You know, if you have more at bats and a better average, now you're really cooking. 00:31:18.160 --> 00:31:18.400 Yep. 00:31:18.559 --> 00:31:18.880 Right. 00:31:19.359 --> 00:31:27.759 And and that's the aiming up, they're always trying to improve and and maximize all the opportunities there are within the practice to train SAP. 00:31:28.000 --> 00:31:29.759 Unfortunately, it really comes down to staff. 00:31:29.920 --> 00:31:31.119 I can control myself. 00:31:31.279 --> 00:31:31.680 Yeah. 00:31:31.920 --> 00:31:35.200 I can control my other doctor to some degree as well. 00:31:35.359 --> 00:31:38.079 Certainly his income is tied to his performance. 00:31:38.400 --> 00:31:44.240 But, you know, the staff members, they're they're a different, it's a different situation. 00:31:44.480 --> 00:31:49.599 We we happen upon wonderful staff members, I think, sometimes. 00:31:49.759 --> 00:31:49.920 Yeah. 00:31:50.160 --> 00:31:55.920 And I happen upon people who do not take their job as seriously sometimes as well. 00:31:56.240 --> 00:32:00.559 And right now we have a wonderful staff, thankfully, but I've had I've had both. 00:32:00.880 --> 00:32:06.480 And I find that it's and it I've literally gotten lucky sometimes with some of the people that we've found. 00:32:06.960 --> 00:32:11.359 Show for another time, because the HR and that's a hot topic everywhere. 00:32:11.519 --> 00:32:16.960 And Doc's listening, Nitch listening, a lot of times you fall also into the trap of it's just happening to me. 00:32:17.119 --> 00:32:22.480 When it's happening, go to any restaurant and ask them how it easy it is to find good waiters and nobody wants to work anymore. 00:32:22.640 --> 00:32:31.920 All right, so Google profile piece and how it because I don't think a lot of people realize how the Google profile piece ties into their phones and lack of calls. 00:32:32.079 --> 00:32:34.400 So now we talked about that too, voicemails. 00:32:35.119 --> 00:32:40.880 In today's, it's really several things, but you start diving into all these opportunities lost before they even arrive. 00:32:41.039 --> 00:32:41.839 It's just crazy. 00:32:42.000 --> 00:32:50.720 So voicemails, most and there, there's a lot of data, whether it be a voicemail, a web lead, and and web leads are a huge loss of opportunity too. 00:32:50.799 --> 00:32:53.119 It's kind of like your voicemail not being called back. 00:32:53.359 --> 00:32:58.319 I see this with team members, staff, where they'll get a web lead and they don't check them. 00:32:58.400 --> 00:33:01.119 They don't call them back till tomorrow, the next day. 00:33:01.200 --> 00:33:07.519 It's like there's no urgency because it's not their business, and the business owner doesn't have a process in place to make sure they're calling. 00:33:07.759 --> 00:33:10.960 So there is hardcore data, everybody, in the sales world. 00:33:11.119 --> 00:33:15.599 I don't care if you're trying to sell Invisalign, a T-shirt, it doesn't matter. 00:33:15.839 --> 00:33:17.759 Low price, high price doesn't matter. 00:33:17.920 --> 00:33:32.480 Hardcore data, you can look this up yourself, that if you get an inquiry online, or if you get a voicemail as an example, if you call that person back in under 10 minutes, you have a high chance of conversion. 00:33:32.720 --> 00:33:36.559 Every minute that passes, the conversion is dipping rapidly. 00:33:37.039 --> 00:33:39.200 Minute 11, minute 12, minute 13. 00:33:39.440 --> 00:33:49.200 So one of the things that we have for this reason with WriteChat is the ability as a web lead comes in, as our agents reach out as your employee and get them scheduled. 00:33:49.440 --> 00:33:54.160 And we do that because they do it as and we have eyes on this in under 10 minutes. 00:33:54.319 --> 00:33:59.920 So the fact that you left way under way under because 10 minutes is would be actually a little bit too long. 00:34:00.000 --> 00:34:00.160 Yeah. 00:34:00.319 --> 00:34:01.519 But you know, and why is that? 00:34:01.680 --> 00:34:03.920 Because the patient has already gone on to something else. 00:34:04.160 --> 00:34:04.400 Correct. 00:34:04.559 --> 00:34:07.519 And it's now inconvenient for them to converse, you know, with the practice. 00:34:07.839 --> 00:34:08.159 100%. 00:34:08.480 --> 00:34:23.440 So the fact that that Rob called this practice and they they didn't answer, which is a topic about to talk about back here in again, but they never even called you back is is another huge loss opportunity so many of you have out there. 00:34:23.679 --> 00:34:27.440 People, and and again, fewer and fewer people are even leaving voicemails. 00:34:27.679 --> 00:34:42.559 But if they do, and I think the exception of when a lot of people do is let's say I

refer Rob, or in this case, let's say he got into that practice and they were great, and he referred me there, and I called and they didn't and they didn't answer. 00:34:42.800 --> 00:34:46.159 Maybe I leave a voicemail because Rob tells me how great they are. 00:34:46.320 --> 00:34:51.039 In this case, he didn't get a chance to figure out how great they are because they didn't answer their phones. 00:34:51.280 --> 00:35:00.800 So you've got to have systems in place to where when new patients leave you voicemails, which they shouldn't ever have to do, it represents your brand like crap, and most of them won't. 00:35:01.119 --> 00:35:05.039 But if you get one, they need to be called back immediately. 00:35:05.280 --> 00:35:14.000 That needs to be visibility everybody has in the office, somebody's got to be in charge of it, and somebody has got to call that patient back immediately. 00:35:14.239 --> 00:35:22.320 And if you don't have that person, it's another thing that that WriteChat does, not on the voicemails, but just on the web leads, you've got to have somebody on that. 00:35:22.400 --> 00:35:25.679 I cannot believe that practice hasn't even called you back two days later. 00:35:25.920 --> 00:35:29.440 Well, another concept, how many spam calls do you get a day? 00:35:29.679 --> 00:35:30.719 Yeah, lots. 00:35:30.960 --> 00:35:31.119 Yeah. 00:35:31.440 --> 00:35:33.760 We know that with WriteChat because our agents are flooded with them. 00:35:34.000 --> 00:35:34.239 10. 00:35:34.320 --> 00:35:37.039 I mean, it's just every other phone call is a spam call. 00:35:37.199 --> 00:35:47.679 So if it has been 10, 20, 30 minutes or longer and you receive a phone call from a number you don't recognize, it rarely gets answered answered anyway. 00:35:47.840 --> 00:35:48.000 Yep. 00:35:48.159 --> 00:35:51.679 I mean, we in fact, if you answer those spam calls, you get more spam calls. 00:35:52.000 --> 00:35:52.480 You get more. 00:35:52.559 --> 00:35:52.880 Yep. 00:35:53.119 --> 00:36:04.480 So, you know, not having to call a patient back, you're gonna reach more of them as well because a lot of people these days do not answer their phone, which I can't even believe is legal that we have to deal with with these spam calls. 00:36:04.639 --> 00:36:05.360 Yeah, it's crazy. 00:36:05.519 --> 00:36:10.639 But uh yeah, it's it's it's you're gonna they're lost opportunities that we're not aware of. 00:36:10.800 --> 00:36:11.039 Yeah. 00:36:11.280 --> 00:36:16.559 The spam calls have gotten so out of hand that when I obviously I travel a lot. 00:36:16.880 --> 00:36:27.519 So if I were to go to whatever, Miami, by the time I get to the airport, I'm already getting hit with spam calls from Miami area codes. 00:36:27.679 --> 00:36:29.119 That's how it apps traveling around. 00:36:29.360 --> 00:36:31.280 It just happened at Ross Shadow Ross Russell. 00:36:31.360 --> 00:36:34.079 I was just in his practice in in uh outside of Atlanta. 00:36:34.239 --> 00:36:40.159 By

the time I got to Atlanta Hartsfield, I was getting bombarded with zip with area codes from Ross Russell. 00:36:40.239 --> 00:36:42.239 I think he lives in Gainesville, Georgia, pretty sure. 00:36:42.320 --> 00:36:44.559 It's Gainesville, Georgia area codes. 00:36:44.719 --> 00:36:46.239 It's like they're traveling around with you. 00:36:46.320 --> 00:36:46.719 It's crazy. 00:36:46.800 --> 00:36:47.360 It's out of control. 00:36:47.760 --> 00:36:48.559 When that's possible. 00:36:48.880 --> 00:36:59.039 So now let's talk about missed calls, because we've got Google profile, we've got return the voicemails, you got to get on the web leads and get all these are just opportunities. 00:36:59.360 --> 00:37:00.079 Opportunities. 00:37:00.239 --> 00:37:04.079 And these are even those are ones you like the web leads, something comes in. 00:37:04.159 --> 00:37:05.440 Okay, now you know it. 00:37:05.599 --> 00:37:06.079 Right? 00:37:06.320 --> 00:37:10.239 Those are easier to convince somebody, okay, go call it in five minutes. 00:37:10.400 --> 00:37:12.000 Like the data's under 10, right? 00:37:12.159 --> 00:37:16.000 So it's got to be under 10, but the closer to one minute, the higher the conversion. 00:37:16.159 --> 00:37:16.880 You got to do it. 00:37:16.960 --> 00:37:21.599 That's easier to get somebody to go, okay, I'll install that in my business because they see them coming in. 00:37:21.840 --> 00:37:30.400 They don't see the ones who never called because their Google profile is screwed up and they say they're closed on Friday or at 6 30 when I get off work and I'm driving home. 00:37:30.639 --> 00:37:31.679 Those are harder and hard. 00:37:31.920 --> 00:37:38.960 You have to be, and again, the niche mindset we teach and that are our customers is they think differently than everybody else. 00:37:39.119 --> 00:37:40.639 They know these things are happening. 00:37:40.719 --> 00:37:42.079 The data doesn't have to show them. 00:37:42.320 --> 00:37:47.119 They know it's happening because they've called a thousand places and nobody answers the damn phones. 00:37:47.679 --> 00:37:53.119 How silly would it be to see a and we've already talked about this, but I just want to make this point again. 00:37:53.440 --> 00:37:54.639 See a Google profile. 00:37:54.800 --> 00:38:00.239 It's a Friday, you want to make an appointment, it says it's closed, you don't make that phone call. 00:38:00.320 --> 00:38:04.320 Nobody's how silly would it be to make the phone call and you know it's closed. 00:38:04.480 --> 00:38:04.719 Yeah. 00:38:04.880 --> 00:38:05.599 Why would you do that? 00:38:05.760 --> 00:38:05.920 Yeah. 00:38:06.159 --> 00:38:10.320 Uh I just think they if they need a solution, you know, quickly, they're probably moving on. 00:38:10.639 --> 00:38:10.960 For sure. 00:38:11.119 --> 00:38:11.519 100%. 00:38:11.920 --> 00:38:16.639 And and this is uh God, that the this thing could spin in so many, so many different ways. 00:38:16.880 --> 00:38:22.880 Now, the missed calls, which we're kind of already talking about, and they didn't answer the call. 00:38:23.039 --> 00:38:27.599 They don't know they didn't answer this call, they should, because if they listen to the voicemail, they they would. 00:38:27.840 --> 00:38:33.840 But again, so many, all of you out there have called businesses that didn't answer. 00:38:34.159 --> 00:38:36.880 This is probably my biggest frustration. 00:38:37.280 --> 00:38:46.719 So I one of the things a lot of you know out there is that I go around the world teaching people what they need, rarely what they want. 00:38:47.440 --> 00:39:01.039 People want to hear the latest pay-per-click advertising or the latest landing page that's gonna convert more people, or I need to up my advertising to get more tables at the restaurants or more new patient calls when all of it is bull. 00:39:01.599 --> 00:39:02.559 Can those things help? 00:39:02.719 --> 00:39:03.840 Of course they can help. 00:39:04.079 --> 00:39:09.039 But a lot of what can really help are the data things that you don't know, like we're talking about. 00:39:09.280 --> 00:39:16.239 So the missed new patient calls is so so in our niche, and all of you need to listen really closely about this. 00:39:16.400 --> 00:39:23.199 All of you, not all of you, a lot of you will complain that your clear aligner bill, let's use Invisalign as an example. 00:39:23.360 --> 00:39:24.480 Everybody gets it. 00:39:24.639 --> 00:39:27.679 You they'll complain that the lab bill is too much, right? 00:39:27.840 --> 00:39:33.599 And sometimes they could be at like 1800 a case, they may be at 800, depending on volume and stuff like that. 00:39:33.840 --> 00:39:36.000 The industry complains a lot about it. 00:39:36.239 --> 00:39:48.880 But the ones who are running a high clear liner, fully digital, fully outsourced model concepts, when you look at the write chat data, when we answer for a practice like that, they're not missing many calls, right? 00:39:48.960 --> 00:39:54.639 We'll we'll we'll answer one this month, three next month, maybe five one month, two, right? 00:39:54.719 --> 00:39:56.079 But it's all kind of in that area. 00:39:56.400 --> 00:39:57.280 Talk about Dr. 00:39:57.440 --> 00:39:57.840 Olson. 00:39:58.159 --> 00:40:01.440 Yeah, and that's where I'm I'm gonna head there here in just a sec. 00:40:01.679 --> 00:40:04.079 So so a lot of you, but shout out Mark, hey buddy. 00:40:05.039 --> 00:40:13.280 The number that we answered for him month one was astonishing because and actually the thing with Mark is is he is outsourced. 00:40:13.360 --> 00:40:18.159 Like the the exam, this is why you can never, oh, I outsource, I don't need it as much. 00:40:18.480 --> 00:40:22.000 Mark Olson, we answered, this is what, four years ago when we started with Mark. 00:40:22.159 --> 00:40:24.800 We we were we're primaried now, we're back up with a men. 00:40:25.920 --> 00:40:28.880 13 new patients month one. 00:40:29.119 --> 00:40:31.679 He paid

for our service for like five years. 00:40:31.920 --> 00:40:41.840 Month one, 13 people that they would have likely missed, charging$6,000 in average case fee down the freaking toilet. 00:40:42.159 --> 00:40:44.159 For many of the reasons we've already covered. 00:40:44.400 --> 00:40:44.719 Exactly. 00:40:45.199 --> 00:40:51.199 Exactly, close at lunch before the office opens, after the office closes, you know, all those things. 00:40:51.440 --> 00:41:00.000 Yeah, and and even if you're a practice, because what what is relatively common in our niche, make-believe names Susie, and sometimes they'll alter they'll alternate. 00:41:00.079 --> 00:41:02.800 So let's say they're open five days a week, they have five employees. 00:41:02.960 --> 00:41:08.559 Like a different employee each day will alternate and take like a cell phone with them when they go to lunch. 00:41:08.719 --> 00:41:11.360 So they're responsible for answering a call. 00:41:11.519 --> 00:41:14.159 So go to the office, it'll forward the cell phone, they get it. 00:41:14.239 --> 00:41:15.920 And and guys, that is not a solution. 00:41:16.000 --> 00:41:17.760 And it's not a solution for a couple of reasons. 00:41:17.920 --> 00:41:19.360 One, is it better than nothing? 00:41:19.519 --> 00:41:20.000 Hell yeah. 00:41:20.159 --> 00:41:23.599 And you are gonna, you're probably a practice going, what do you mean it's not a solution? 00:41:23.760 --> 00:41:25.920 Like, I've gotten new patients from that. 00:41:26.159 --> 00:41:28.000 And and we're not saying that you can't. 00:41:28.159 --> 00:41:29.840 That's what all of you should be doing. 00:41:30.000 --> 00:41:35.679 But what happens if she's in the middle of ordering her lunch or she's going to the bathroom? 00:41:35.840 --> 00:41:39.199 I mean, I don't think Judy's gonna talk to a new patient while sitting on the toilet. 00:41:39.280 --> 00:41:43.599 Like she's on her phone because it is her lunchtime with a friend. 00:41:43.840 --> 00:41:44.880 Her kid called. 00:41:44.960 --> 00:41:50.480 Like, there's so many different scenarios on why your cell phone being forwarded to is not being answered either. 00:41:50.719 --> 00:42:00.239 Yeah, it's a it's a bad experience for our team members and it's a bad experience for the patient if they get a team member who's not able to handle their problem. 00:42:00.400 --> 00:42:00.719 Yeah. 00:42:00.880 --> 00:42:01.679 You know, i.e. 00:42:01.920 --> 00:42:02.639 get them on the schedule. 00:42:02.719 --> 00:42:06.000 And maybe you can kind of mock, get them on the schedule. 00:42:06.239 --> 00:42:20.559 But if they're in the middle of something else trying to have a little bit of downtime and they're having to answer the phone because they don't have a solution that can easily turn on, turn off, you know, that's again not an answering service, then yeah, it's not a good experience for either one. 00:42:20.800 --> 00:42:21.440 No, it's not. 00:42:21.760 --> 00:42:31.599 And back to, you know, when

you look at people complaining about the outsource expense, what what they're complaining about is a number they can see on paper, right? 00:42:31.679 --> 00:42:34.239 Every month when, and and all of you can relate to this. 00:42:34.320 --> 00:42:42.159 Invisalign, look, look, you know, you do 10 cases and you know, it's$1,800 a case, right? 00:42:42.320 --> 00:42:43.199 That can add up. 00:42:43.360 --> 00:42:44.639 We all know it can add up. 00:42:45.119 --> 00:42:50.880 So you're looking at that, and therefore you're always asking me, people at events, blah blah blah, how can I reduce it? 00:42:51.039 --> 00:42:52.639 How can I be more profitable? 00:42:52.800 --> 00:42:55.920 And you're seeing it being yanked out of your bank account. 00:42:56.159 --> 00:43:07.920 The problem with almost everything we teach on here, certainly this, is none of these are ever going to be yanked out of your bank account because you never had them to begin with. 00:43:08.400 --> 00:43:09.360 And damn, that's hard. 00:43:09.440 --> 00:43:15.039 You know, orthophi is expensive, my clear liner bill is expensive, new patient group, boy, you charge a lot. 00:43:15.199 --> 00:43:17.119 Well, right chat, you're too expensive. 00:43:17.440 --> 00:43:19.039 It it's this mindset. 00:43:19.679 --> 00:43:31.679 Meanwhile, if they're losing five new patients a month times six grand on an average case fee,$30,000,$360,000 a year in potential revenue. 00:43:31.920 --> 00:43:37.440 If that was ever going in the account and yanked out, people would be blowing up our phones. 00:43:37.599 --> 00:43:41.679 We would have 10,000 customers in a week if that's how that's how it happened. 00:43:42.079 --> 00:43:48.000 Well, a lot of phone calls get broken off when someone takes$360,000 out of your account. 00:43:48.159 --> 00:43:48.400 Yeah. 00:43:48.480 --> 00:43:50.800 You know, at phone call to the bank, phone call. 00:43:50.880 --> 00:43:51.599 That's a five alarm. 00:43:51.679 --> 00:43:51.840 Yeah. 00:43:52.079 --> 00:43:56.320 It's a phone call to the police, phone call to an attorney, you know, whatever the case may be. 00:43:56.639 --> 00:43:57.760 That's a five alarm situation. 00:43:58.000 --> 00:43:58.559 Without a doubt. 00:43:58.719 --> 00:44:06.559 But because of the way it happened, And people don't realize what they don't realize because our staff members are not going to bring this to us. 00:44:06.719 --> 00:44:08.480 And they just we just don't know what we don't know. 00:44:08.559 --> 00:44:09.280 We're too busy. 00:44:09.360 --> 00:44:16.480 I'm way too busy in my practice when I'm there to know everything that happens at the front. 00:44:16.719 --> 00:44:16.880 Right. 00:44:17.119 --> 00:44:20.239 Well, that's the next I'm going to finish a couple of things here. 00:44:20.320 --> 00:44:26.159 And then the next one we're going to is okay, what happens when you do answer and how many blown opportunities that you have there? 00:44:26.400 --> 00:44:31.840 Because it's

it's arguably way more than you do on ones you don't even answer to begin with. 00:44:31.920 --> 00:44:37.679 So back in that digital workflow and outsource model, on paper it's more expensive. 00:44:37.760 --> 00:44:44.320 But what starts to happen is as you convert more, the experience for the customers, patience goes up. 00:44:44.960 --> 00:44:52.000 What's really expensive, everybody out there, is the lost opportunities you have when you run an analog-based practice. 00:44:52.159 --> 00:44:53.599 And we see it with WrightChat. 00:44:53.760 --> 00:44:57.760 Like what when we, and the team kind of jokes about it, but just kind of give you some insight. 00:44:58.239 --> 00:45:06.719 When we look at the data on how many missed calls that we're grabbing for people, I can tell just from being in the industry and doing what we do and what we teach. 00:45:06.880 --> 00:45:12.000 I can look at the call data and I automatically know how the practices run inside the doors. 00:45:12.239 --> 00:45:29.280 So if you look at the practices where we're answering, you know, missed calls at eight a month, 10 a month, 20 a month, just constant, or ones that were primary and the existing patient calls were answering tons because they call your office and you don't answer. 00:45:29.440 --> 00:45:32.400 So therefore they hang up, call back, hit the new patient prompt. 00:45:32.480 --> 00:45:33.599 Now we're on with them. 00:45:33.760 --> 00:45:39.280 The practices that we answer the most existing patients, you are all running an analog outdated model. 00:45:39.440 --> 00:45:41.119 I know it without even looking. 00:45:41.280 --> 00:45:42.800 Is that your waiting room's packed? 00:45:42.960 --> 00:45:47.039 You have a thousand calls every Monday morning, emergency appointments everywhere. 00:45:47.280 --> 00:45:59.679 And you think that that's cheaper than something that is, yeah, a little bit more expensive on paper, but it's an investment in your time, in your sanity, in the chaos that you don't have to have. 00:45:59.840 --> 00:46:05.920 So it's interesting to look at the data with WriteChat and know exactly what type of business model they're running internally. 00:46:06.000 --> 00:46:08.079 And there's exceptions, like Mark Olson. 00:46:08.320 --> 00:46:11.039 He was accepting, he was working with new patient group. 00:46:11.199 --> 00:46:16.880 He's hires share to share with the liners, orthophi guy, uses remote monitoring. 00:46:17.039 --> 00:46:27.360 So that also shows you that it can still happen to those practices, but typically it's just less than it is with the practices that are analog based and thinking that's cheaper. 00:46:27.519 --> 00:46:33.360 Meanwhile, they're losing 500 grand a year just by not answering the calls, not calling voicemails back. 00:46:33.519 --> 00:46:40.079 Well, it just frees up our staff to handle the things that they need to handle in the office. 00:46:40.400 --> 00:46:40.559 Correct. 00:46:40.800 --> 00:46:41.280 You know what I mean? 00:46:41.360 --> 00:46:53.119 So if we're at if we're a backup and the new and a new patient call rolls over because no one could grab it even when we're there, it they're probably solving another problem. 00:46:53.360 --> 00:46:53.519 Yeah. 00:46:53.679 --> 00:46:54.639 Without without a note. 00:46:55.119 --> 00:47:07.440 And to hire all the staff necessary to cover all of those situations and never need for the phones to roll over to the backup is just I didn't I can't even imagine how expensive that is. 00:47:07.599 --> 00:47:08.480 It's a total expense. 00:47:08.800 --> 00:47:12.960 Well, even then, I I don't care if you have 10 people up front, you're still gonna miss them. 00:47:13.119 --> 00:47:19.039 This this is shout out David Boschkin, his his practice Palo Alto, longtime WrightChat customer. 00:47:19.280 --> 00:47:27.920 And so one of the things, you know, David and I spoken together within with Invisalign for for years, and he's one of my favorite people on the planet. 00:47:28.000 --> 00:47:32.480 And I was talking to him one day, and that this is an exercise I want all of you to go do. 00:47:32.639 --> 00:47:37.280 So I'm talking to Dave one day, and we're talking about missed calls and things like that. 00:47:37.440 --> 00:47:41.599 And and I think I think in his mind he's like, yeah, it could happen to me. 00:47:41.760 --> 00:47:42.320 I don't know. 00:47:42.480 --> 00:47:44.400 But I said, Dave, just do this. 00:47:44.639 --> 00:47:50.079 For the next couple of days, I just want your your eyes and ears open, I guess really more ears. 00:47:50.320 --> 00:47:53.760 I just want you to hear how many phone calls are coming in. 00:47:53.920 --> 00:47:57.039 Your phone, your phone's ringing and nobody answers. 00:47:57.199 --> 00:47:58.639 I just want you to pay more attention. 00:47:58.719 --> 00:48:02.239 Like if you have some downtime, don't don't do some clin checks or the design. 00:48:02.320 --> 00:48:04.000 Just to go in the waiter room's hangout. 00:48:04.239 --> 00:48:05.920 He did that for a couple of days. 00:48:06.079 --> 00:48:08.639 That's when he called me and he was like, oh shit. 00:48:08.800 --> 00:48:11.119 Like it happened so many times. 00:48:11.280 --> 00:48:13.599 I I cannot believe I haven't noticed this before. 00:48:13.760 --> 00:48:15.280 And boom, right check customer. 00:48:15.360 --> 00:48:26.000 And and this, if you guys all do that, is what happens a lot of you as clinicians in our niche, and and this is again that you could relate this analogy or example to any business in the world. 00:48:26.079 --> 00:48:34.559 But a lot in our niche, what you will do is you're chair side, then you'll go into a new patient exam, then you'll go back chair side, and then you go hide in your office. 00:48:34.719 --> 00:48:35.599 Like it's with you, right? 00:48:35.679 --> 00:48:39.199 You're catching up on clinics, whatever it is, you go hide in your office. 00:48:39.360 --> 00:48:47.119 Instead of being on

the floor, really paying attention to the opportunities there being your assistants aren't speaking to the patients, right? 00:48:47.280 --> 00:48:55.440 They're not selling them to be compliant, phones like I just talked about, how money's being presented, how people are being greeted when they walk through your door. 00:48:55.519 --> 00:49:00.880 Like if you really just paid attention, like I would if I came in just taking notes, just observe. 00:49:01.119 --> 00:49:04.480 And there are lost opportunities everywhere. 00:49:04.639 --> 00:49:13.119 And there's a reason why inside the doors always produces a higher return than outside the doors in almost every famous company, that's their recipe. 00:49:13.360 --> 00:49:15.199 But man, it is hard. 00:49:15.280 --> 00:49:17.039 And and that, but that convinced Dave. 00:49:17.119 --> 00:49:20.079 Like that, that was his, you know, shining moment, light bulbs. 00:49:20.239 --> 00:49:29.599 Well, because it yeah, it shines the light on the idea that the problem is there and his staff are not gonna bring that problem to him because it it's a negative reflection on them. 00:49:29.760 --> 00:49:30.000 Yep. 00:49:30.159 --> 00:49:38.800 You know, that's just saying, hey, we we don't have, you know, it's either that it's gonna be a neg negative reflection on them individually or them as a team. 00:49:38.960 --> 00:49:39.119 Yeah. 00:49:39.280 --> 00:49:39.840 You know what I mean? 00:49:39.920 --> 00:49:45.840 That he has to hire more staff to cover the chaos that naturally happens within practice. 00:49:46.320 --> 00:49:52.639 Well, because it could be looked at or or the employees feel that that's kind of a negative on them. 00:49:53.280 --> 00:50:02.960 This is what happens a lot of times in in in our niche out there, outside of our niche with people we help, you need to stop this mindset now, the moment I say this. 00:50:03.280 --> 00:50:15.280 Is a lot of you, and I've seen this with people that inquire about Right Chat, or or they don't inquire because of this, is they'll go to their employees and ask, are we missing calls? 00:50:15.679 --> 00:50:18.559 Do you feel that we're getting the calls whenever the phones ring? 00:50:18.719 --> 00:50:22.320 Like, think about how crazy that question is, everybody. 00:50:22.480 --> 00:50:24.320 But this is what a lot of you do. 00:50:24.559 --> 00:50:29.039 Of course the employees are gonna say, Oh, yeah, we're grabbing them, we're answering them. 00:50:29.840 --> 00:50:38.559 Very few employees are gonna go, No, I know we're missing them, because that takes a forward mindset that you typically don't get from that pay level. 00:50:38.800 --> 00:50:50.320 And heck, a lot of you that listen to this show, I mean, we have from entrepreneurs outside of our niche to inside, some of the most successful forward-thinking business owners in the world. 00:50:50.639 --> 00:50:54.320 And a lot of them who are customers start thinking this way. 00:50:54.480 --> 00:51:05.119 But a lot of you out there that listen to the podcast and you're part of the podcast family, but not necessarily a customer, even getting you to think this way is a real challenge. 00:51:05.280 --> 00:51:06.559 Stop asking your team. 00:51:06.719 --> 00:51:07.760 They don't know. 00:51:08.000 --> 00:51:13.360 They're not gonna tell you, they're not gonna think of all these scenarios that we're talking on here and gonna talk more about today. 00:51:13.519 --> 00:51:14.079 They don't know. 00:51:14.239 --> 00:51:16.880 The last people you want to go, hey, are we answering all the calls? 00:51:16.960 --> 00:51:18.000 The team says yes. 00:51:18.159 --> 00:51:18.400 Right. 00:51:18.559 --> 00:51:25.440 I also see the RightChat customers, you know, very few people leave us, but the ones who do have a lot of similar traits. 00:51:25.920 --> 00:51:32.880 And and I and I don't want to go into all those traits, but one of them is you'll get make believe named Nancy come to the doctor and say, I don't think we need the service, right? 00:51:32.960 --> 00:51:34.559 They try to sabotage it. 00:51:34.800 --> 00:51:37.119 And the doctor goes, okay, all right, we're out. 00:51:37.360 --> 00:51:41.360 Or some cheaper option, you know, comes along and they don't even remote into the software. 00:51:41.440 --> 00:51:44.639 They don't speak as your employee, like they're cheaper for a reason. 00:51:44.880 --> 00:51:51.760 And and they'll switch based on money again because they can put their finger on it and they forget it's all about how your brand is being represented. 00:51:51.840 --> 00:51:53.119 But stop listening to your team. 00:51:53.280 --> 00:51:55.519 Like these things, everybody, they are happening. 00:51:55.760 --> 00:51:59.360 Whether your team realizes it or not, they're happening. 00:51:59.679 --> 00:52:02.159 Everybody, Brian Wright, let's step away from today's episode. 00:52:02.239 --> 00:52:02.800 It's a great one. 00:52:02.880 --> 00:52:03.920 And I hope you're enjoying it. 00:52:04.079 --> 00:52:06.880 Very powerful, really going through five ways. 00:52:07.039 --> 00:52:10.719 It's really killing your new patient or new customer acquisition strategy. 00:52:10.800 --> 00:52:15.679 That if you plug them, it can make an immediate impact to your business, to your practice. 00:52:15.760 --> 00:52:18.079 So I hope you take action on these things today. 00:52:18.239 --> 00:52:25.679 Be an infinite-minded leader and go and make sure that you're plugging leaky holes that you can't put your finger on that are happening to all of you out there. 00:52:25.840 --> 00:52:32.239 In the description below, I'm gonna put a link where you can schedule a free consultation with new patient group and/or write chat. 00:52:32.320 --> 00:52:34.400 And let's plug these leaky holes together. 00:52:34.559 --> 00:52:36.320 Let us answer as your backup. 00:52:36.480 --> 00:52:53.360 Let us train your people how to answer the phones at a really high level that we're gonna

be talking about here momentarily, because that arguably is even the bigger leak is when the phones are answered, but your people aren't trained by real experts in sales and hospitality on how to handle those situations. 00:52:53.679 --> 00:52:56.079 Also the miss calls, the Google profiles. 00:52:56.239 --> 00:53:03.519 Let's partner together and let us help your business grow by plugging these leaky holes that happen to all of you. 00:53:03.599 --> 00:53:12.480 We've got a really cool offer that we can combine the WriteChat and new patient group services together that we will talk to you about on that free consultation when you schedule. 00:53:12.559 --> 00:53:13.280 So click the link. 00:53:13.440 --> 00:53:17.199 You can choose your date and time to meet with our VP of sales, Brian Lewis. 00:53:17.360 --> 00:53:19.599 And now let's get back to today's episode. 00:53:19.760 --> 00:53:20.719 Well, we're moving on. 00:53:20.800 --> 00:53:26.880 So it's so just a little recap of that, that little rant, if you will, is all of you are missing calls. 00:53:27.039 --> 00:53:28.960 So get that, get that through your head. 00:53:29.039 --> 00:53:34.800 Whether you're missing one a month or 25 a month, you're all missing them and it's all adding it. 00:53:34.960 --> 00:53:37.440 One of the things we I you know we talked about this earlier. 00:53:37.599 --> 00:53:45.760 We haven't brought it up today on this episode, is again, it goes back to you're not making money on Joe. 00:53:46.159 --> 00:53:53.360 You're making money, and and this is again, this is true for our niche, but this is also true for a restaurant, right? 00:53:53.440 --> 00:54:04.400 If I go into a restaurant and I sit down and I eat and I spend money and I like it, and then I leave and I say, Hey Rob, this place is freaking awesome, you gotta go, right? 00:54:04.719 --> 00:54:10.079 And you go, that's where the restaurant makes money off of me is the referrals. 00:54:10.639 --> 00:54:13.440 And then Rob goes in there, and Rob goes, This is amazing. 00:54:13.519 --> 00:54:15.599 I'm gonna go tell Cindy or whatever. 00:54:15.920 --> 00:54:31.039 This is the same for our niche, where you're not making money on Joe, you're making money on Joe's sister, her brother, his two friends, his dad, cousins, and the domino stream that comes from it. 00:54:31.360 --> 00:54:34.960 And this is a real big challenge on how all of you look at numbers. 00:54:35.280 --> 00:54:49.440 Because if you if you look at Joe and the return you get, and you look at it transactionally, meaning just Joe's money, you may look at a backup service and you get maybe, let's say we answered one or two calls this month. 00:54:49.599 --> 00:54:52.400 We have doctors, and this just blows my mind, but this is how you think. 00:54:52.480 --> 00:54:55.760 Well, you have doctors that go, ah, it's not worth the investment. 00:54:56.000 --> 00:54:56.239 Right? 00:54:56.320 --> 00:55:08.719 When when one or two a month for a couple months pays for the service the whole freaking year, they don't look at the infinite data of all the revenue that can come from that person if you turn them into a fan. 00:55:08.960 --> 00:55:10.480 They don't look at it that way. 00:55:10.719 --> 00:55:13.440 So it they're so transactionally focused. 00:55:13.840 --> 00:55:24.880 Well, I think that requires the internal approach because I think one of the next topics we wanted to talk about was the idea that when the phone rings and it's answered, now what is the conversion looking? 00:55:24.960 --> 00:55:25.199 Exactly. 00:55:25.679 --> 00:55:27.679 I mean, people call and ask questions. 00:55:27.920 --> 00:55:47.519 They I told a story where I drove up to this car wash, bottle house in a new neighborhood, needed a new membership car wash, and there's one across the street from the one I drove into, and I and they they attended, they were sitting there and I said, sell me on this car wash. 00:55:47.679 --> 00:55:49.360 Why should I use your car wash? 00:55:49.519 --> 00:55:52.159 And he had a very good answer, and it's very quick. 00:55:52.400 --> 00:55:56.480 He says, Look at the length of it compared to the length of the other one. 00:55:56.719 --> 00:56:04.159 This one has twice as many brushes, twice as many stations, twice as many opportunities to get your car clean compared to that one. 00:56:04.320 --> 00:56:05.519 That one can't do it. 00:56:05.599 --> 00:56:06.800 It's not even long enough. 00:56:07.280 --> 00:56:09.360 And I was like, that's a pretty good answer. 00:56:09.599 --> 00:56:10.480 Sign me up. 00:56:10.639 --> 00:56:14.000 And I have been extremely happy with that car wash ever since. 00:56:14.159 --> 00:56:16.719 And and it does wash my car very well. 00:56:16.800 --> 00:56:21.360 And it has all the same vacuum and all the different facilities, but he made a point of difference. 00:56:21.519 --> 00:56:21.760 Yeah. 00:56:23.679 --> 00:56:23.840 Yeah. 00:56:23.920 --> 00:56:33.280 And if a person doesn't have that point of difference right on top of their tongue, you know, if you're calling an orthodontic office, for example, and they say, well, why should I come to you? 00:56:33.440 --> 00:56:35.440 Is my is my kid a candidate? 00:56:35.599 --> 00:56:36.960 Am I a candidate as an adult? 00:56:37.119 --> 00:56:37.440 Whatever. 00:56:37.599 --> 00:56:37.760 Right. 00:56:37.920 --> 00:56:39.760 And it has to be sold very, very quickly. 00:56:40.320 --> 00:56:44.719 And a lot of, I would say probably a lot of team members can do that, but not all of them. 00:56:45.039 --> 00:56:45.920 If they're trained. 00:56:46.239 --> 00:56:48.639 And they have to be trained or very experienced. 00:56:48.960 --> 00:56:52.960 And so with staff turnover, we get people that don't have that experience. 00:56:53.119 --> 00:56:59.760 And yeah, if you have a if you have a 25-year employee that answers, happens to answer that phone, they're probably going to answer that pretty well. 00:56:59.920 -->

00:57:02.400 They've been in the business for for quite some time. 00:57:02.800 --> 00:57:04.400 I'm going to I'm going to argue with you on that. 00:57:04.639 --> 00:57:04.719 Yeah. 00:57:05.679 --> 00:57:07.519 And there's there's probably exceptions. 00:57:07.840 --> 00:57:13.599 But the reality is we have turnover, we have to hire new people at times. 00:57:13.760 --> 00:57:15.039 And like, what are we doing? 00:57:15.119 --> 00:57:17.920 Do we want to wait 25 years of lost opportunities? 00:57:18.000 --> 00:57:18.320 Yeah. 00:57:18.480 --> 00:57:21.519 Or or 20 or 10, whatever the case may be. 00:57:21.599 --> 00:57:30.239 Do we want to wait that time or do we want to accelerate it by giving them the tools to understand how to convert those people and get them in? 00:57:30.320 --> 00:57:30.559 Yep. 00:57:30.639 --> 00:57:32.559 You know, because these are, again, lost opportunities. 00:57:32.880 --> 00:57:40.159 I guarantee you, so that this is what so what you just said by they've been around 25 years, they're experienced. 00:57:40.400 --> 00:57:48.559 So here's the challenge in the in the, especially in our niche, is that data shows dental economics says people are calling five or more practices. 00:57:48.639 --> 00:57:50.400 They're going into three or more, right? 00:57:50.480 --> 00:57:52.159 You all are in a commodity. 00:57:52.400 --> 00:58:06.800 So when you're a commodity, especially, and you hear me talk about this all the time, what we teach is how to charge higher prices and convert at higher levels and turn your customer base, your patient base into the fans that go out and sell you in the community. 00:58:07.039 --> 00:58:08.400 There is an art to that. 00:58:08.639 --> 00:58:15.840 That art is making sure every touch point up the sale and every touch point after sale exceeds expectations. 00:58:16.400 --> 00:58:23.519 Nobody inside the practice environment understands sales, hospitality, things like that. 00:58:23.679 --> 00:58:26.159 Now, some are naturally better at it than others, right? 00:58:26.320 --> 00:58:29.840 Maybe they're more joyful and bubbly and their people skills are better, right? 00:58:30.079 --> 00:58:35.840 But that is not enough when I'm calling five practices and saying, how much do you charge for a visal line? 00:58:36.000 --> 00:58:37.039 Do you take my insurance? 00:58:37.199 --> 00:58:37.679 What is it? 00:58:37.840 --> 00:58:38.880 Why is it better? 00:58:39.119 --> 00:58:39.840 Et cetera, et cetera. 00:58:39.920 --> 00:58:41.760 You could becoming price objection. 00:58:42.000 --> 00:58:42.159 Right. 00:58:42.480 --> 00:58:44.159 That one is that's huge. 00:58:44.400 --> 00:58:44.960 That is huge. 00:58:45.039 --> 00:58:58.800 And one of our, because not the topic today, but definitely on topic is and and all of you, just like the exercise I was talking about with Dave and going out and just observing, like that, that's what I'm so passionate about that exercise. 00:58:58.960 --> 00:59:03.360 It's

something we have our doctors do a lot, and and it's scary if you're actually paying attention. 00:59:03.519 --> 00:59:04.719 Here's another one. 00:59:04.960 --> 00:59:10.639 If you mystery call your practice, and and if you want us to do a mystery call for you, we can. 00:59:10.719 --> 00:59:13.199 I can I can link that up in the in the description below. 00:59:13.280 --> 00:59:20.239 We can mystery call it, record it, and prove to you that all these opportunities or lost opportunities exist. 00:59:20.320 --> 00:59:21.280 Like quick side note. 00:59:21.360 --> 00:59:28.719 Remember last night, as we do this podcast today, Brian Lewis, like he calls our VP of sales mystery calls practices. 00:59:28.960 --> 00:59:32.480 And time and time and time and time again, nobody answers. 00:59:32.719 --> 00:59:35.760 Like, and he will tell them, and they still don't do anything. 00:59:35.920 --> 00:59:37.440 It's un, it's it's mind blowing. 00:59:37.519 --> 00:59:44.320 But if you go back and you mystery call your practice and you also mystery call a hundred more, and I know this because I bring people up on stage. 00:59:44.400 --> 00:59:46.320 I said, let's look at a scenario go. 00:59:46.639 --> 00:59:52.159 And after I do five or six role plays with five or six different people, I'll change the slide. 00:59:52.320 --> 00:59:55.039 And the slide says everything they all said. 00:59:55.199 --> 01:00:07.440 Like I know to a T what they're going to say, no matter what objection, question, or anything, because you guys are all taught by end industry consultants that wouldn't be hired to coach sales in any business in the world. 01:00:07.519 --> 01:00:11.599 So they all water you down and teach it in a way that adds no value. 01:00:11.760 --> 01:00:18.000 So there's three ways your receptionist, and I will, I will pay you$1,000. 01:00:18.639 --> 01:00:19.599 You can mark this. 01:00:19.760 --> 01:00:26.159 I will pay you a thousand dollars if you mystery call your practice and your receptionist doesn't do one of these three. 01:00:26.400 --> 01:00:29.840 You say, and again, we're just using Invisalign because it's easy to get. 01:00:29.920 --> 01:00:31.840 If you're outside our niche, you still know what it is. 01:00:32.000 --> 01:00:34.000 If you're inside our niche, obviously you know what it is. 01:00:34.079 --> 01:00:35.760 How much you charge for Invisalign? 01:00:36.079 --> 01:00:39.119 They either do one thing and they'll quote the total price. 01:00:39.360 --> 01:00:40.480 That's six grand, right? 01:00:40.559 --> 01:00:45.519 Which the only way you win that battle, that battle is if you want to be the cheapest, right? 01:00:45.920 --> 01:00:53.679 So, and that's why you guys hear me talk about is that you know, the Ritz Carleton has a very different business model than the best western. 01:00:53.920 --> 01:00:56.960 The best western, probably okay if you quote the fee. 01:00:57.039 --> 01:00:57.920 They want to be cheap. 01:00:58.000 --> 01:00:59.440

That's their value proposition. 01:00:59.519 --> 01:01:00.880 We're cheaper, right? 01:01:01.119 --> 01:01:01.760 Et cetera. 01:01:01.920 --> 01:01:09.599 If you're the JW Marriott or above, or if you're the best Western and you want to aspire to be higher level, you can't quote the fee. 01:01:09.760 --> 01:01:14.159 But what you also can't do is say, I can't give you an answer, right? 01:01:14.320 --> 01:01:19.840 Which is the second way they do it is sorry, you know, we really don't quote fees over the phone, you need to come in. 01:01:20.079 --> 01:01:21.599 That's kind of the next way. 01:01:21.760 --> 01:01:22.000 Right? 01:01:22.079 --> 01:01:24.079 The third way is they quote a range, right? 01:01:24.159 --> 01:01:28.079 Yeah, it's usually, you know, 5,000 to 7,000, depending on your case. 01:01:28.320 --> 01:01:33.599 All three are guaranteed recipes for failure when people are shopping around. 01:01:33.679 --> 01:01:36.000 So people are like, okay, what other option is there? 01:01:36.239 --> 01:01:43.840 And I'm gonna link it's our most popular phone course there is, but I'm gonna link it below and I'll put a code to where you guys can get it either. 01:01:43.920 --> 01:01:46.079 It'll either be a discounted rate or free. 01:01:46.320 --> 01:01:48.800 Watch the course because you will be blown away. 01:01:48.960 --> 01:01:55.039 There's three steps to overcoming an adult price inquiry, five, if over actually, let me reverse. 01:01:55.119 --> 01:01:59.519 It's three to overcome a kid price inquiry, uh, five for the adult. 01:01:59.599 --> 01:02:01.199 So I said that, I said that backwards. 01:02:01.280 --> 01:02:03.760 You'll be astonished at what happens. 01:02:04.000 --> 01:02:09.519 But that kind of takes us into what we're talking about is what happens when they do answer the phones. 01:02:09.840 --> 01:02:14.079 And, you know, the the scheduling rate in orthodontics and dentistry is only 68%. 01:02:14.639 --> 01:02:22.880 So 32% of all calls that you do answer, the receptionist is not converting for all the reasons we're talking about. 01:02:23.039 --> 01:02:25.039 And this is part drives me crazy too. 01:02:25.119 --> 01:02:26.960 And you, Rob thinks differently. 01:02:27.039 --> 01:02:30.719 Like he has his phones trained with the new patient group stuff. 01:02:31.119 --> 01:02:32.400 Like he thinks differently. 01:02:32.480 --> 01:02:45.760 But why the hell you all, as clinicians, as business owners, don't understand that you're getting all these inquiries and your team members are not professionally trained on by real experts on how to handle them. 01:02:45.920 --> 01:02:47.679 And they're all leading to lost opportunities. 01:02:48.000 --> 01:02:54.480 I think it has a lot to do with the Boschkin story you mentioned that he did not, he's so busy he did not realize he had the problem. 01:02:54.639 --> 01:03:01.519 And I would argue that most of clinicians don't realize that you have the problem that you have team members who aren't answering this. 01:03:01.679 --> 01:03:04.320 It makes me nervous to listen to phone calls. 01:03:04.480 --> 01:03:04.719 Yeah. 01:03:04.800 --> 01:03:20.000 Uh, and and my people are pretty good, but I s it still does make me nervous to listen to phone calls because it's yeah, you want them to you want them to shine, you want to answer the question the way that I would answer the question ideally, and and it's frustrating. 01:03:20.159 --> 01:03:25.599 And so it's really easy not to know that you have the problem for a lot of different reasons. 01:03:25.840 --> 01:03:31.440 Maybe you don't record the phone calls, maybe you don't like to listen to the phone calls, maybe you don't take the time to listen to the phone calls. 01:03:31.679 --> 01:03:33.679 Either way, all this is the same problem. 01:03:33.760 --> 01:03:34.719 You don't know you have the problem. 01:03:34.880 --> 01:03:35.280 Yep. 01:03:35.440 --> 01:03:53.280 So well, this is why, you know, in our niche, you know, and I I've seen this for so long and and it drives me nuts because our niche is very, is very singular focused on on conversion, and they tie it back to the treatment coordinator. 01:03:53.519 --> 01:03:59.199 So, you know, if the conversion's good, you'll get people go, okay, what's what's Susie, your treatment coordinator do? 01:03:59.360 --> 01:04:00.239 She must be amazing. 01:04:00.639 --> 01:04:04.000 The conversion's bad, then all of a sudden Susie sucks. 01:04:04.239 --> 01:04:09.920 And they're very, they're very tunnel-visioned like that, or they're so locked on. 01:04:10.079 --> 01:04:16.320 You know, it's like what would happen if you're flying a plane in the soup and you're so locked on to one thing, you kill yourself, right? 01:04:16.639 --> 01:04:34.800 And that's how they that's how they are, is they get so locked on to one thing, they can't see the broader, the broader picture, where the receptionist has an equal, an equal impact, if not arguably greater, on the conversion than the treatment coordinator for all kinds of reasons. 01:04:34.880 --> 01:04:37.039 Some we're talking about today, but a lot we're we're not. 01:04:37.199 --> 01:04:38.719 Could be shows for another time. 01:04:39.119 --> 01:04:41.760 Well, though they all they all kind of go into the impression. 01:04:41.920 --> 01:04:42.079 Yeah. 01:04:42.239 --> 01:04:42.480 Right. 01:04:42.639 --> 01:04:47.440 And so, and that impression starts with answering the phone or not. 01:04:47.679 --> 01:04:48.000 Yep. 01:04:48.400 --> 01:04:52.800 And then it from there goes to how that phone call is handled. 01:04:53.039 --> 01:04:54.880 And it and it depends on the consumer. 01:04:54.960 --> 01:05:02.239 If that consumer is asking questions, then how those questions are answered goes into the impression. 01:05:02.320 --> 01:05:02.480 Yep. 01:05:02.639 --> 01:05:10.480 And and that impression is built and it's improved and hopefully all the way up to when they give you money. 01:05:10.800 -->

01:05:16.000 Well, the And then and then and then even through the the afternoon. 01:05:16.960 --> 01:05:17.039 Yeah. 01:05:17.280 --> 01:05:17.440 As well. 01:05:17.599 --> 01:05:19.119 You know, I mean that that is important as well. 01:05:19.280 --> 01:05:21.519 But certainly that's a milestone. 01:05:21.679 --> 01:05:24.639 You know, when a person gives you money, that's a milestone in their relationship. 01:05:24.960 --> 01:05:26.079 Without without a doubt. 01:05:26.400 --> 01:05:33.199 So the the the piece on boy, I don't even ever want to get into that piece because I'll I'll go on for I'll go on forever. 01:05:33.440 --> 01:05:36.239 Where this is off topic, but I'm just gonna say it anyway. 01:05:36.400 --> 01:05:42.800 No matter how great your food is as a chef out there, no matter how great your clinical skills are, that is not how creates fans. 01:05:42.960 --> 01:05:45.599 Rest Michelin star restaurants know this, right? 01:05:45.679 --> 01:05:54.719 What creates fans in a Michelin star is the food, plus all the experiences that have nothing to do with the food, but everything to do with how much you can charge for it and how much of it you'll sell. 01:05:54.880 --> 01:05:56.480 Which again, that's what we teach on here. 01:05:56.559 --> 01:05:59.679 And it's the same in the orthodontic world, the dental world, whatever. 01:06:00.159 --> 01:06:03.360 Is that your clinical skills will not create fans? 01:06:03.519 --> 01:06:05.280 It's all the other things around it. 01:06:05.440 --> 01:06:08.719 Your clinical skills will not allow you to dictate how much you can charge. 01:06:08.880 --> 01:06:13.440 It's all the other things around it, whether you want to hear it or or not. 01:06:13.679 --> 01:06:24.400 And, you know, on the on the phone training piece, and this goes back to why they have just as equal impact is how good is your treatment coordinator at closing somebody that never walks through the door? 01:06:24.960 --> 01:06:25.360 Right? 01:06:25.599 --> 01:06:26.559 Not very good. 01:06:26.719 --> 01:06:26.960 Right. 01:06:27.199 --> 01:06:37.199 So if I overcome a really hard price increase and I'm able to sell the value and get them through the door, what I'm doing is now setting your treatment coordinator up to be able to charge a higher price. 01:06:37.440 --> 01:06:49.119 If I sell that we're cheap, come in and see us, you're screwing your treatment coordinator because if you want to charge higher prices, you just had somebody show up that they're not there because of the value. 01:06:49.199 --> 01:06:50.880 You're there because you're cheap. 01:06:51.119 --> 01:06:56.159 Which is why, you know, a few episodes ago we did one on why your marketing strategy sucks. 01:06:56.239 --> 01:07:02.159 And we talked about, and always make the restaurant or the hotel analogy of best western JW Ritz. 01:07:02.480 --> 01:07:05.039 You have to define which one of those you want to be. 01:07:05.280 --> 01:07:08.000 And everything you do is

different based based on that. 01:07:08.400 --> 01:07:14.559 You can't be running price-sensitive pay-per-click ads and wanting to charge more than eight opinions. 01:07:14.639 --> 01:07:15.440 Like that doesn't work. 01:07:15.519 --> 01:07:21.039 It drives your marketing is disconnected from the vision and what exists and what you want to be internally. 01:07:21.280 --> 01:07:22.400 And this is very similar. 01:07:22.480 --> 01:07:33.039 Like the way your receptionist has to speak, you know, yesterday, so we we did a, as we do this podcast today, we cooked a huge meal last night and we went to Whole Foods to get it. 01:07:33.199 --> 01:07:36.000 And and I noticed it, but not as much as Rob said. 01:07:36.079 --> 01:07:38.400 And once you brought it up, I really started rethinking it. 01:07:38.480 --> 01:07:43.599 Is I mean, we dropped, what was it, 500 plus bucks on dinner to cook for everybody. 01:07:44.000 --> 01:07:50.960 And the the bagger and the girl checking out pretty much couldn't have been more rude. 01:07:51.280 --> 01:07:52.639 Yeah, for whatever reason. 01:07:52.719 --> 01:07:54.639 And it's very indifferent. 01:07:54.960 --> 01:07:55.199 Yeah. 01:07:55.360 --> 01:07:57.199 You know, it wasn't even a thank you. 01:07:57.840 --> 01:08:00.400 It was it was just a poor personal experience. 01:08:00.719 --> 01:08:01.039 It was. 01:08:01.199 --> 01:08:13.840 And and and it sounds off topic, but it's not because this is another whole lost, leaky hole that Whole Foods has that they're never going to be able to put their finger on because I guarantee you they're not training those people even to say thank you. 01:08:13.920 --> 01:08:15.360 And we appreciate the business. 01:08:15.679 --> 01:08:16.800 Oh, it certainly wasn't that. 01:08:17.279 --> 01:08:18.239 It was one even close to that. 01:08:18.479 --> 01:08:20.399 It wasn't even that would have been a treat. 01:08:20.560 --> 01:08:21.359 It would have been nice. 01:08:21.680 --> 01:08:24.880 And what also was that the guy in the meat market was so great. 01:08:24.960 --> 01:08:25.119 Yeah. 01:08:25.600 --> 01:08:26.800 But what do we remember? 01:08:27.039 --> 01:08:29.439 We remember the crappy experience at the end. 01:08:29.600 --> 01:08:36.640 And whether it's in the beginning or whatever, humans typically remember the crappy part, which is why customer experience is so damn hard. 01:08:36.880 --> 01:08:41.439 You could get nine, nine times right, the tenth time wrong, and that's what humans remember. 01:08:41.600 --> 01:08:43.520 That's why none of this is supposed to be easy. 01:08:43.760 --> 01:08:45.359 Bad news travels faster than good news. 01:08:45.600 --> 01:08:46.239 It sure does. 01:08:46.319 --> 01:08:52.640 And that's, you know, none of this is an overnight fix, but with WriteChat, it it it is. 01:08:52.800 --> 01:08:54.399 Like it is an overnight fix. 01:08:54.479 --> 01:08:56.800 But you also have to get your people trained on the phones, right? 01:08:56.960 --> 01:09:00.000 So that's that's really the topic that we're on at this given moment. 01:09:00.159 --> 01:09:04.720 So you've got your Google profile, web leads, voicemails. 01:09:04.800 --> 01:09:09.600 If you are lucky enough to get somebody to leave you one, those have to be returned right away. 01:09:09.840 --> 01:09:14.960 Answer the missed calls that are happening to all of you, even though you cannot see the data. 01:09:15.199 --> 01:09:18.880 And then get your people trained at a really, really high level. 01:09:19.039 --> 01:09:25.359 And we were talking about this earlier, and and this is not just at the practice level. 01:09:25.600 --> 01:09:32.560 This goes up to the corporate level and how much they lose because of the leaky holes inside these practices. 01:09:32.640 --> 01:09:34.479 And they're incapable of seeing it too. 01:09:34.560 --> 01:09:42.399 I mean, for for I've spoken for a line now for I don't know, 10 years, and faculty for a couple now. 01:09:42.560 --> 01:10:03.039 And and I've had a thousand conversations with them, OrthoFi, back when I spoke for dental monitoring, don't don't anymore, because of my relationship with Invisalign, and many other companies on, you know, every time one of these leaky, every time someone leaves a voicemail, you don't call them back, a web league comes in, you don't hit them up in under 10 minutes. 01:10:03.279 --> 01:10:09.279 Every time a price inquiry is mishandled, an insurance objection is missed or inquiries mishandled. 01:10:09.439 --> 01:10:24.880 Anytime a phone call is mishandled, whatever the scenario is, anytime it's not answered, all of these add up to millions for the practice single location, but hundreds of millions for these corporations that are losing out because of how these practices handle the calls. 01:10:25.199 --> 01:10:29.359 And we mentioned that there's a lot of competition within the clear liner industry right now. 01:10:29.600 --> 01:10:38.560 So, you know, the patient, I would say consumers probably don't differentiate between Invisalign and another Clearliner. 01:10:38.720 --> 01:10:48.399 And frankly, they don't care usually if because Invisalign is almost like a Xerox copy or a Kleenex, you know, and that's a brand and they've done well to do that. 01:10:48.640 --> 01:10:59.119 But if a patient has confidence due to the experiences and everything within the practice, that another Clearliner can get them to their solution, yep, they'll probably take it. 01:10:59.439 --> 01:11:04.560 Well, that that's they they care up until they get inside the practice. 01:11:04.800 --> 01:11:09.680 Because I I know a lot of practices that that do Invisalign, but they also do other aligners. 01:11:10.159 --> 01:11:19.680 And you know, maybe they do Invisalign to meet their their status quota to keep the price, you know, their lab fee intact, but anything above that, they'll do another aligner as an example. 01:11:19.920 --> 01:11:23.039 So I think people care when they type it

in because it's all they know. 01:11:23.199 --> 01:11:24.319 It's the only name they know. 01:11:24.479 --> 01:11:28.960 But once it gets down to the doctor saying what clear aligner to use, I don't think people care. 01:11:29.279 --> 01:11:30.159 It's just the reality. 01:11:30.319 --> 01:11:45.199 So, but if if you can, if you can think about, you know, you're watching a commercial, Vizaline commercial, you go to Google, you type it in, 100 practices come up, and and you call practice one and you're all excited about it, nobody answers. 01:11:45.439 --> 01:11:45.680 Right? 01:11:45.920 --> 01:11:51.840 Then you call practice B and you you want to go, hey, you know, I've I've saved up some money, I want to know how much you charge for it. 01:11:52.000 --> 01:11:52.960 You're really excited about it. 01:11:53.119 --> 01:11:54.800 Reception doesn't know how to handle it. 01:11:54.960 --> 01:11:55.760 That doesn't convert. 01:11:55.920 --> 01:11:57.039 So now we're O for two. 01:11:57.359 --> 01:12:05.840 So it's it's not so the practices each are O for like one practice lost, another practice lost, but now it's O for two for Invisalign as a company. 01:12:06.000 --> 01:12:07.840 Now you call practice three. 01:12:08.000 --> 01:12:10.479 That practice may be somebody that does Spark. 01:12:10.800 --> 01:12:16.640 Angel, like you could do all kinds of Angel aligner, which is growing, because they could they could put you into a non-Invisalign product. 01:12:16.880 --> 01:12:20.800 Invisalign loses out on the lab fee, and they never know it, right? 01:12:21.039 --> 01:12:23.840 And all they're gonna do is just keep doing the events they do. 01:12:24.079 --> 01:12:24.960 And there's no way to find out. 01:12:25.119 --> 01:12:26.000 And there's no way to find out. 01:12:26.079 --> 01:12:27.439 And that's the problem with you. 01:12:27.520 --> 01:12:31.119 All know how I feel about this out there is the way MBAs think. 01:12:31.279 --> 01:12:33.520 Like my cousin, he's retired now. 01:12:33.600 --> 01:12:38.319 He was MBA, he was the financial chief financial officer for American Airlines. 01:12:38.560 --> 01:12:39.279 MBA. 01:12:39.439 --> 01:12:51.119 I got in arguments with them all the time because they would do things like and and I had this conversation with you, things like, well, American Airlines is I'll never forget reading this story and then calling him. 01:12:51.359 --> 01:12:54.640 American Airlines is starting to not have first-class seats. 01:12:54.720 --> 01:12:56.399 They're going more like Southwest. 01:12:56.640 --> 01:12:59.279 Not in all of them, but they're having trouble selling them. 01:12:59.520 --> 01:13:04.399 And I'm talking to, I'm talking to him, and like as smart as he is, he can't figure out why. 01:13:04.479 --> 01:13:10.239 And I'm going, dude, it's because every year you increase your prices and decrease the experience. 01:13:10.479 --> 01:13:18.319 The food sucks worse, the seats suck worse, the flight attendants aren't trained how to talk, like you cut back on the wine. 01:13:18.479 --> 01:13:20.159 Like the list goes on and on and on. 01:13:20.399 --> 01:13:25.520 Meanwhile, you're increasing your prices and then wonder why people won't freaking buy the damn seats. 01:13:25.680 --> 01:13:30.399 How about increasing the experiences and increase the prices and you'll be fine? 01:13:30.560 --> 01:13:39.279 And for whatever reason, they can't they think so much about the numbers on paper, because that's what the college professors that have never owned a business in their life taught them. 01:13:39.520 --> 01:13:40.640 Well, because you can measure those. 01:13:40.800 --> 01:13:41.680 You can measure them. 01:13:41.920 --> 01:13:44.960 But the problem is they're all liars, every one of them. 01:13:45.119 --> 01:13:48.479 And and they're taught that if you can't see it, it doesn't exist. 01:13:48.640 --> 01:13:50.640 And it could not be further from the truth. 01:13:50.720 --> 01:13:58.399 And this is why, you know, the smartest business brains in the world, 75% of billionaires never went to college or they dropped out, so they don't have a degree. 01:13:58.640 --> 01:14:02.560 And if you look at there's an interview, and and you guys should go check this out. 01:14:02.640 --> 01:14:04.640 If I can find it, I'll link it up in the description. 01:14:04.800 --> 01:14:08.960 But there's this interview where they're they're they're interviewing the Shark Tank people. 01:14:09.199 --> 01:14:14.159 And Barbara, when they're talking to her, they're and every one of them said it at a different time. 01:14:14.239 --> 01:14:17.279 But the one with Barbara sticks me because she was even more adamant. 01:14:17.600 --> 01:14:19.680 Like, what do you attribute your success to? 01:14:19.840 --> 01:14:24.319 And they're and and they're all, they're all like, they can't pinpoint one thing. 01:14:24.560 --> 01:14:31.760 But what Barbara goes, well, man, I'm gonna have to think about that one, but I can tell you the number one thing I don't, and that's understanding numbers. 01:14:31.920 --> 01:14:33.039 They're all liars. 01:14:33.199 --> 01:14:34.720 I don't know anything about them. 01:14:34.960 --> 01:14:44.319 All I know is experience and relationships, and I'll invest whatever kind of money it is to make sure the experience for people get better and my relationships grow deeper. 01:14:44.560 --> 01:14:54.560 And that is such a difference between an entrepreneur and a corporation because they will nickel and dime the experiences like crazy to where they think they're making a buck. 01:14:54.720 --> 01:15:00.159 And this is a this is an example, it's so hard to convince, like Orthophy, another example. 01:15:00.399 --> 01:15:03.760 Orthophy is dependent on practices growing, right? 01:15:03.840 --> 01:15:05.680 They take a percentage of production. 01:15:05.840 --> 01:15:12.640 So the more the practice grows, they're a part of that growth because they're helping you grow,

and therefore they get more per customer. 01:15:12.880 --> 01:15:25.359 So if OrthoFi were to put like a WriteChat solution in all of their like it came with the service as an example, and they were just throwing money at it or whatever, they would double at minimum. 01:15:25.439 --> 01:15:31.439 They would double in size as a company without adding one new customer just from the extra revenue coming into these practices. 01:15:31.920 --> 01:15:36.319 Because I don't know what are the what percentage of practices have orthophile? 01:15:36.479 --> 01:15:37.119 It's a small percentage. 01:15:37.439 --> 01:15:38.079 I don't, I don't know. 01:15:38.239 --> 01:15:40.000 Much smaller than Invisalign isn't exactly doing it. 01:15:40.239 --> 01:15:46.079 So if they miss, if the patient calls that practice and it's missed, the next practice probably is doesn't have orthophile. 01:15:46.479 --> 01:15:46.720 Exactly. 01:15:46.800 --> 01:15:55.520 And that's where we were talking earlier, where Invisalign can get lucky because if I type it in and five come up, pretty good chance all five are doing it. 01:15:55.680 --> 01:16:00.079 Now, whether or not they pull the switcheroo when you get indoors and try to convince you, who knows? 01:16:00.159 --> 01:16:02.319 But Invisalign can get lucky because of that. 01:16:02.479 --> 01:16:17.680 And OrthoFi or some of these remote monitoring companies that also depend on how many patients you're putting into remote monitoring, they're going to lose because if practice A does remote monitoring and they miss the call, if you call practice B, they're not doing remote monitoring. 01:16:17.920 --> 01:16:19.920 Same way with ortho, so just like what you just said. 01:16:20.000 --> 01:16:24.079 You call practice A that does orthophy, they mishandle the call, they miss it. 01:16:24.159 --> 01:16:26.159 You call practice B, they're not doing orthophy. 01:16:26.319 --> 01:16:31.680 So these companies get obliterated just like the practice, but they're not reaching out, going, okay, what do we do? 01:16:31.760 --> 01:16:33.199 How do we plug the phones? 01:16:33.359 --> 01:16:38.640 It they're constantly in how do we get more customers mode, just like the practices. 01:16:38.880 --> 01:16:44.399 Meanwhile, if you just answer your phones, fix A, B, and C, you're gonna grow like a weed. 01:16:44.720 --> 01:16:48.159 Well, I think to some summing up, you know, these are all lost opportunities. 01:16:48.239 --> 01:16:51.119 These are all unmeasurable lost opportunities. 01:16:51.199 --> 01:16:51.520 Yep. 01:16:51.760 --> 01:17:02.000 I mean, no matter what business you are out there, a niche, obviously, but you know, last year, last year, and and shout out to all everybody coming to Iconic in Nashville this year. 01:17:02.079 --> 01:17:04.960 Again, if you haven't, we we've got very limited seats left. 01:17:05.039 --> 01:17:07.600 So registration link will be in the description below. 01:17:07.840 --> 01:17:16.159 When we had our first team Iconic, which was January last year, as this podcast comes out, we did a restaurant scenario. 01:17:16.319 --> 01:17:27.199 And the restaurant scenario was okay, you have a couple and they're it's their 50th wedding anniversary, and from when and and they're trying to decide which steakhouse to go to. 01:17:27.439 --> 01:17:32.399 And the whole event was is making the teams understand the A to Z journey. 01:17:32.479 --> 01:17:37.439 It's like, okay, what about the digital marketing could affect that choice? 01:17:37.840 --> 01:17:43.199 What about the incoming phone call, how the receptionist handles it and sells them on the value? 01:17:43.600 --> 01:17:48.159 Then what happens after the phone call's over and before they arrive? 01:17:48.399 --> 01:17:52.640 Like all the touch points that that we teach along the experience journey. 01:17:52.800 --> 01:18:00.640 And it was it was interesting because the teams did great because they applied the training we give them inside the practice to all these holes. 01:18:00.800 --> 01:18:07.920 So, point being is you could be a restaurant listening, lawyer, whatever, is these holes are the same no matter what. 01:18:08.000 --> 01:18:09.680 And you especially the more you charge. 01:18:09.760 --> 01:18:10.479 That's the thing, too. 01:18:10.560 --> 01:18:15.119 It just was weird to me, is like an ortho, that's five, six, seven, eight grand a pop. 01:18:15.439 --> 01:18:17.840 It's not like they're doing$10, 10 t-shirts. 01:18:17.920 --> 01:18:29.439 So you would think that they would want to make sure all these opportunities are coming in because it only takes one or two a month to add up to$150,$400,000, like that kind of thing. 01:18:29.600 --> 01:18:31.520 It just it just happens like like that. 01:18:31.760 --> 01:18:34.079 But appreciate everybody's good, huh? 01:18:34.159 --> 01:18:34.319 Yeah. 01:18:34.479 --> 01:18:35.119 Good messaging. 01:18:35.520 --> 01:18:46.560 Hopefully it and in the beauty of the I have some things I'm gonna be looking at just based on what we talked about, and and I've just lit something in my brain that says, I've got to go look at that. 01:18:46.640 --> 01:18:46.800 Yeah. 01:18:47.039 --> 01:18:50.399 You know, it's a I'm losing opportunities and I'm I can't measure it. 01:18:50.640 --> 01:18:51.279 You can't measure it. 01:18:51.359 --> 01:18:51.439 Yeah. 01:18:51.600 --> 01:18:53.840 And and that's why you just have to know they're happening. 01:18:54.000 --> 01:19:10.800 And and at least this is the other I guess we'll leave on this too, is that you can't, you can't we'll use Right Chat as an example just for the obvious, but you whatever company it is, you can't hire them for two months, guys, or six months, or honestly, even a year. 01:19:11.119 --> 01:19:15.119 It's a vision of how you want your brand represented at all times. 01:19:15.279 --> 01:19:17.520 Like that's screw the numbers. 01:19:17.680 --> 01:19:21.520 Is is it a better reflection of your

brand if you answer the call or if you don't? 01:19:21.680 --> 01:19:22.479 Answer's obvious. 01:19:22.720 --> 01:19:25.600 Better reflection if somebody has to leave a voicemail or not. 01:19:25.920 --> 01:19:26.880 Answer's obvious. 01:19:27.039 --> 01:19:28.399 That's how you got to think. 01:19:28.479 --> 01:19:34.399 And and use the companies that can make sure your brand is being represented great at all times. 01:19:34.560 --> 01:19:37.359 And the growth and everything else will take care of itself. 01:19:37.520 --> 01:19:40.239 So it's not even about the growth of the numbers. 01:19:40.319 --> 01:19:44.960 It's just about every we've all called places they didn't answer and we were pissed. 01:19:45.119 --> 01:19:48.159 Like it it just represents you brand like shit. 01:19:49.039 --> 01:19:54.319 Well, we have a responsibility to to the to our patients to help solve their problem. 01:19:54.479 --> 01:20:01.680 And then if we're good at what we do, we should we should shore up all the shortcomings that we have in our operations. 01:20:02.159 --> 01:20:07.680 Well, this this is the whole why the better business will defeat will defeat the better chef. 01:20:07.840 --> 01:20:09.760 The better business will defeat the better clinician. 01:20:09.920 --> 01:20:10.640 It's the same thing. 01:20:10.720 --> 01:20:14.399 I call practice A, he's got the best clinician in town, nobody answers. 01:20:14.640 --> 01:20:16.800 Or they answer and they suck, right? 01:20:16.960 --> 01:20:18.560 And I don't they don't convert me. 01:20:18.720 --> 01:20:20.079 I could be the best clinician around. 01:20:20.159 --> 01:20:25.920 Then I call practice B, clinician sucks, does horrible work, you know, nickels and dimes, everything. 01:20:26.159 --> 01:20:30.960 And they answer their phones, they train the receptionist, she sells me the value is great, I come in and buy. 01:20:31.119 --> 01:20:32.800 Like this is how this is how it works. 01:20:32.960 --> 01:20:39.439 And and it's so hard to convince people of that, too, is is the business will defeat the product, right? 01:20:39.600 --> 01:20:41.279 Like it, or the other way around. 01:20:41.439 --> 01:20:46.479 But but anyway, guys, I'll put all the links we talked about today in the description below. 01:20:46.640 --> 01:20:48.479 And it was good having you back in, man. 01:20:49.119 --> 01:20:49.520 It's a pleasure. 01:20:49.760 --> 01:20:52.560 Yeah, we'll try to get another one or two done before he flies home. 01:20:52.720 --> 01:20:55.039 But YouTube followers, hey there, appreciate it. 01:20:55.199 --> 01:20:56.479 Thumbs up, make some comments. 01:20:56.640 --> 01:21:00.000 Remember, if you have a question or a comment, other people are thinking it too. 01:21:00.079 --> 01:21:01.760 They may just be scared to be the first one to ask. 01:21:01.840 --> 01:21:02.720 So be a leader. 01:21:02.880 --> 01:21:05.279 Start the comments in the in the comments section below. 01:21:05.359 --> 01:21:16.239 And audio experienced listeners out there, as always, please write us a five star review and share with anybody looking to transform life, career, andor business. 01:21:16.399 --> 01:21:18.880 And until next time, everybody, we'll see you soon. 01:21:19.039 --> 01:21:19.760 Bye bye.