KNOCKOUT Speed with “20/20” Vision

January 24, 2020, by Tyler Williams D.D.S.

This week was “20/20” day (January 20, 2020). To have perfect vision is to have a perfectly clear understanding of what you see in front of you. A vision for the future of your practice. This includes today’s vision, tomorrow’s vision, and next year’s vision. In the bestselling book Traction by Geno Wickman, the author provides a powerful insight on how to set a 1 year, 3 year and 10 year plan. If you don’t already, you should create and have these in place for your business, refer to them regularly, and update them annually with your team.

Last Saturday night, history was made in the UFC Mixed Martial Arts world of sports as Colin McGregor routed Donald “Cowboy” Cerrone with a TKO in 40 seconds. McGregor was like a raging, chargin bull and took down the Cowboy with lightening speed. McGregor had a plan and executed it perfectly, and by doing so was awarded a guaranteed $3 million just for showing up, but took home an estimated $80 million with all of his payouts according to CBS Sports.

McGregor is controversial. 

McGregor is cocky.

McGregor loves to promote himself and his line of Irish Whiskey.

McGregor has a trademark “billionaire” walk the goes before him.

Whether you like him or not, he knows how to win. He has 20/20 vision for his professional career and his company. He had so much confidence going into the fight, that he instantly took over and blindsided the Cowboy in a matter of seconds. Simply put, McGregor knew how to get the result he wanted.

The questions for you to ask yourself are: do yo know how to get the results you want in your practice? Do you have a 20/20 vision for your future? Does your team know what your vision is?

The key to having a great year is being able to articulate how to execute your plan. You don’t have to be perfect to be a success. I’ve certainly made more than my share of blunders as I’ve grown my own practice. But we have to “skin our own knees” and “kiss a few frogs” on the journey to our final destination. However by leaning on the experience and advice of those who are more successful than us, we can make a lot fewer mistakes, save a lot of wasted money, and save ourselves a lot of wasted time.

McGregor is probably not your ideal role model, so who do you look up to for inspiration on your own vision? Keep in mind that your team and your patients care about 2 things when in your office:

  1. Confidence. Do you personally, as the practice owner and visionary, have the confidence and care that they can see and feel in your office culture?
  1. Results. Not confusing “activity with proactivity.” To win in sports, it’s not about how long the game goes, it’s about how you control it. If it takes less time, even better. Your patients don’t want a longer procedure and will never complain when it takes less time. The sooner you are out of their mouth the better in their mind, assuming your are following the highest ethical standards in the way you treat and provide care.

I hope your year is off to a fantastic start and that you are living the vision you have created for yourself, your team and your family. If I can help in any way, please let me know.

If you have any thoughts, please send them my way, I’d love your feedback!

What do your patients really WANT?

January 17, 2020, by Tyler Williams, D.D.S.

On this very day in 1792 the dollar sign ($) was born and showed up for the very first time on a federal U.S. document, which was a treasury bond issued to President George Washington (Source: WSJ).

Only three stocks have every broken the trillion dollar mark, until Google’s Alphabet stock (GOOG) became the fourth this week as it also broke the trillion dollar mark. Apple, Amazon and Microsoft are the only three others to ever hit this huge number. On the flip side, J.P. Morgan, Chase the LARGEST U.S. Bank is worth less than half of Google, Amazon, or Apple* at just short of $426 Billion as of today (Source: Yahoo Finance).

This brings me to my point, what do your patients really want?

All of us NEED a bank account to stay in business or to buy groceries and gas. But most of us only WANT an iPhone, 2-day delivery, or online search at our fingertips. These WANTS aren’t things we need to function. 

As a bank holding your money, J.P. Morgan is more of a necessity than any of these tech giants, yet it isn’t even worth 50% of the value of Google.

When you tell your patients they NEED a crown, mouth guard or wisdom tooth removed. Do they belive you? You are clinically trained to know what’s best physiologically for your patients, but do you really understand their psychology? 

Helping our patients WANTS match their needs is the key to case acceptance. If they want whiter teeth, show them how their needed perio treatment will make their teeth whiter. If they want to save their teeth until they die, show them how they need a crown to prevent losing a tooth or needing a root canal or dental implant.

As demonstrated by Google, Apple, Amazon and Microsoft, WANTS are at least 2x more powerful than needs for all of us.

Now I think I WANT to grab an afternoon snack, surely I don’t need one, but never underestimate the emotional side of needs from you or your patients. Plus this powerful psychological principal can more than double your case acceptance like it has in my practice. 

Until next time, have a wonderful week! If you have any thoughts, please share, I’d love your feedback!

*full disclosure: I am a shareholder of Apple and my iPad is one of my favorite productivity tools!