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Brian Wright

Brian Wright is a combination of the team from Shark Tank and Marcus Lemonis from the Profit."

Dr.Staci Frankowitz

The New Patient Group
Dental Practice Marketing Blog

The Glaring Hole Missing at your Practice!

Orthodontic Practice Marketing from New Patient Group!

Nov 1, 2021

Hey New Patient Group and Wright chat nation, welcome inside the broadcast booth, Brian Wright here and welcome to season four episode number 11. Man oh man, getting back from OrthoPreneurs. And what an honor, I tell you what. Shout out to just everything that went on there, especially the New Patient Group and Wright chat clientele, man, it was so cool to see so many of you there. You know, a lot of you, you know, we know personally, but then there are ones that maybe have certain services with one of those companies that don’t, you know, we don't see each other. So it was the first time I got to meet a lot of you.

Shout out to the podcast listeners out there in droves that came up to find me and just say thank you. What you've done for me, personally and professionally, it was just so great to hear. Because that is why we're back here. And you know, you have the ghost listeners, it's funny because you can, you can check your admin feature, you can, you can see the amount of listens, you can see the number of downloads, but for a lot of those people, there are no faces to the number. So it was really, really cool getting to see a lot of the faces to that number. Also the shout-out to the NPG, and Wright chat clientele, man, when I came on stage, just the Woo's and just the extra round of applause was just awesome. It was motivating.

And then there was a couple, a couple of shout outs on stage that I gave all of you. And boy, boy, you're into it, the employees, the docs, just the again, the shoutouts that they gave when I was on stage, you want to talk about extra motivation. And it was just, it was awesome. The crowd was amazing. Just really cool stuff at that OrthoPreneur event enjoy being on Main Stage, that was a really enthusiastic cloud crowd. And I've gotten overwhelmingly wonderful feedback from so many people. And it just means the world to me, it really is awesome. So props to all of you, I'm glad you had a great time, it's good to get away from things, for sure, and have some fun, we need to have more fun. So that was fantastic.

Today, we're going to be talking about the glaring hole that is absent from all of your job descriptions that you have as a practice as a business out there. We've obviously been on an experience kick lately, we ran a culture leadership kick for a while, then I themed into experience and focusing more on the people that have already bought from you, we've been on that kick. So I thought today would be a good one because most likely today's going to be the last episode of season four. I think moving forward the plan is what I'm going to do is a January through November podcast, give everybody a reset in December, you should be thinking about Santa Claus anyway, shouldn't be thinking about me.

I think you can take all the podcasts from this season, all the ideas, all the discussion topics, and really focus and think about these things in December to start prepping for before your January. Today also has some good code offers, and I'm going to give you some discount offers, just to get some of you that came up to me that aren't yet clients, just to get you motivated to not only be a podcast listener but also work with us privately. Have me come into the practice, that's one of the offers I'm going to have today is I don't do that a lot. But we are going to have an offer for the podcast listeners to allow me to come in for an all-day workshop. So I'll talk to everybody about that. And that way you can set your 2022 up for your greatest year ever.

What a year it's been. And looking forward to diving into a great one today. I think you'll find this one very intriguing because it's one of these things that it's not rocket science, but at the same time, it is rocket science because nobody's doing it. Okay, we're gonna shift your mindset on looking at your job descriptions a little bit differently than other people in the profession and talk about a glaring hole that's missing from all of them that's keeping you from accomplishing something very special in your office. Looking forward to a great one today. Before we get started, let's fire up the music.

Intermission: Now broadcasting to the world broadcasting to the world. This is the New Patient Group audio experience where doctors build their dream business so they can enjoy the heck out of their lives. And now your host! He's the founder and CEO of New Patient Group, managing partner of Wright Chat, and international motivational speaker Brian Wright.

Brian: Hey everybody, welcome inside the broadcast booth. Hope you're doing good out there. A couple things I didn't say in the intro. You know, it was also great seeing a lot of the partnerships that we have out there Align Technology guys were there great hanging out at the booth, OrthoFi, great hanging out at your booth. Other people as well; Dental Monitoring, Smile Snap, it's great to see. One of the things that I have found really cool with this job in this company over the years, and it obviously it took some time. But it's really neat to see the very respected, very large, very well known names out there that are consistently looking to New Patient Group as their partner, as their implementation wing, if you will, as their growth wing, their stickiness wing, if you will. Because obviously a big part - and obviously clients, you know this - but a big part of the New Patient Group program goes well beyond what we do as a company and the ideas and the programs that we're implementing.

It's also that division of your business, that when you come back from an OrthoPreneur event as an example, you're not just left on an island to try to figure out all the things that you learn. You actually have a structured system and a partner that actually works with you strategically to actually get all of those things implemented. If you have 1000 businesses that all sell, whatever, a t-shirt, and they're all next door to each other in the end. And this is kind of the kicker, right is people worry so much about competition and things like that. And this is why you're the only competition is that in the end, whichever of those businesses consistently learns new skill sets and consistently implements those skill sets and ideas, they are always going to win.

And it was just really cool to see a lot of the big names we actually closed. We’l announce more details and things like that as time passes. But New Patient Group and Smile Snap closed a partnership. And we also closed a very large partnership with Dental Monitoring. Looking forward to both of those, there's a lot of good that's gonna come out of those for both companies, which is what a partnership is, but also just for the clients that they serve, and that we serve. Really believe that this betters the experience for those clients, they're going to get more out of DM, out of Smile Snap, out of us, by this partnership happening. It's just really great to see everybody, like I said in the front end, from clients to partnerships to just having fun, it was awesome.

Today, we're going to be diving into a very, very big piece that I want you to change by the end of this podcast I want you to start looking at it differently, is a very big, glaring hole that exists inside job descriptions inside practices. Now, this is actually a glaring hole if I was sitting here talking to you, and this is why we have entrepreneurs that listen to this podcast that are outside of health care. Because the reality is what I'm going to be talking about today doesn't just pertain to the practice environment. It pertains to the practice environment at a higher level. Because I truly believe what we're going to dive into today, I would be shocked if there literally is one practice in health care outside of it being a New Patient Group client that actually has what I'm going to be talking about as part of the job description.

Now there's going to be more podcasts whether it be next season, seasons beyond that dive into differentiating your job descriptions between your assistants in the back of calling them something different, giving them a new job description. We're gonna dive into bonus pay all of that, at other points in the podcast. Today is not about that today is simply about - and again, I'm tying this back into the experience that we've been talking about in that theme for the last couple of months on the podcast. That's what I'm going to be diving into today, is continuing that theme. And we're probably going to end that theme because we're coming to the end of season four, like I said at the top. And we're going to be moving on to a different theme when we launched in January for season five of the podcast.

Now you say to yourself, What are my job description if I look inside my job descriptions right now. And I look at my TC as an example and I go through the job description - and this is an exercise I want all of you to do, actually look at your job descriptions because this will come full circle at the end as I talk today. And you'll realize what this glaring hole is because so many of you that listen to this podcast, obviously if you're a New Patient Group client, shout out to you. Wright chat clients, shout out to you. You're already in the mindset, you're already there. Okay, you don't need convincing anymore, you're already there. You're already thinking so differently than the rest of the profession, the rest of the industry, or the rest of really any business for that matter. You're already there.

This is more for people that if you aren't a client, and even if you are and maybe you're newer, you haven't got there with reworking job descriptions this is going to relate to what I talk about today. This is one of the biggest reasons you have difficulty getting experience. Real experience, okay not experience that you just talk about. I'm talking about real change, real customer service, something you would look at and listen or learn at if you were going to go say, Ritz Carlton, come train me right. Walt Disney come train me. I'm talking about the real high-level stuff. People talk about culture, we talk about it all the time. We talk about training, all of that stuff matters, right? It's got to come full circle if you want to implement an experience into your practice, unlike any other. But there's one thing that no matter how good your culture is, no matter how good everything is at your office, there's one thing that you must have in your job descriptions, that people simply don't.

And that's why I want you to go do the exercise and go look at all the job descriptions that you have for your receptionists, for your TCs, for your assistants, for your associate doctors, your insurance coordinators. If you're a dental practice your hygienists, whatever it may be. Plastic surgery, your techs, restaurant owners out there, your waiters, I want you to go look at them. And you're going to find what I'm about to say to be true. All right, what you're gonna find, as you look through your job descriptions, is you're going to find their daily duties, right, you're going to your receptionist, you're going to answer the phones for us, you're going to schedule the patients properly, in our practice management software. Assistants, you're going to assist me as the doctor to make sure that you know that the instruments are properly set up, trays are properly set up, you're going to you know, place attachments, for Invisalign, all of these things. You get to the treatment coordinator, you're going to present money to the patient, you're going to enter in the treatment plan, you're gonna finalize the contracts, all of those things, right. And you have to have those things, obviously. Without those things, there's gonna be some chaos, like, you've got to have the job descriptions listed out. Hygienist, that you're going to clean teeth, blah, blah, blah, right? You all have those.

So if you went to 100 practices, and let's say for a second before I dive into this, let's say for a second, your goal, you say, “Brian, I want to be the most unique business in town, I want to offer the most exceptional experience anybody has ever had walking into a company before in their life.” Let's say that's where your mind is that because that's where the New Patient Group clientele is that that's their mindset. “Forget that I'm in healthcare, I want people from the time they shop for me to the time they call me, etc, etc, all down that journey. And then once they buy from me and they go in treatment, I want it to become even better.” That's where their mindset is, right? For getting health care, we want it to be the most exceptional, unexpected, innovative, memorable experience via every touchpoint they have with every interaction my employees have with the customer, the patient, the client, that's where the mindset is.

If you're there, and you realize that by doing that, you will grow at levels you can't even comprehend because people do not associate healthcare with that type of experience. So when they get it from you, you are so far separated from anything they've ever dealt with in health care. And beyond that, your patients become your sales force and your sales numbers go through the roof, even though the focus is not on the sale. It's on the experience through sales fundamentals, through hospitality, customer service, psychology, verbiage, presentation, roleplays, practice, etcetera, etc. on down the line, all the things you hear me talk about all the time. So you say to yourself, I want to be that business. And everybody wants to be good at those things. There's not a lot of people that are willing to put in the work and push through the pain to actually achieve it. But on the surface, everybody would say, Yeah, I want to have a great experience.

So you look at your job descriptions. And if you listen to the last couple of podcasts, and it talks about experience, and after people buy from you, what does that look like? Are people greeted when they walk through the door? Do they sit for 515 20 minutes, whatever it may be? What's the verbiage like that your people use. And you dive into these experiences that happened so often throughout each and every day with the consumer touchpoints with your hourly employee. And if you look at all your job descriptions, the one glaring hole that you're going to find with every single one is exactly that.

What I'm talking about is the experience, the customer service, the expectations that we have, when people walk through this door or when people buy from us. The expectations that we have that you consistently learn new skill sets, that you can then apply to become a better experience expert. So what happens in healthcare, and I see this all the time, this will be a podcast someday, but we're just going to briefly reference it, is that no matter how much you want an exceptional experience, whether you're truly looking for change, or you're just talking about it. You have a schedule and this is the problem I have with every single scheduling template and person out there that helps you schedule a template for your schedule.

Let's put as an example, let's put Patient A in this slot for this procedure, right? This procedure takes 30 minutes. So here's a slot that 30 minutes, this works, or our new patient experience is going to be an hour and an orthodontic practice as an example. So, therefore, we're going to template it out for an hour. And all that's fine. But what happens is when you make the mindset shift into “I want to be an experienced practice, that can charge more in this competitive crazy industry marketplace we all live in, I want to charge more, I want to convert at a higher level, I want to see less” When your mindset is like that. And I want to make way more money in the process. Basically, I want to make more money and be less chaotic. Whenever you go, and you say, Alright, I'm ready for experience. It's like a secondary thing that has to be jammed into the schedule. It's not like the schedule says, Alright, let's define our experience and how we want every single person treated first because this, by the way, is how you should do it. But nobody does. Let's define how we want every customer treated when they walk through this door.

Then let's go and make a scheduling template around that. Nobody does it that way. What happens is let's make a scheduling template based on the treatments we do. And oh, by the way, let's try to jam an experience into it and it doesn't work. At the levels that we're talking about and that we teach it doesn't work. And that is the same thing that's going on with your job descriptions, exact same thing is that “okay, treatment coordinator, here's all your job descriptions, present money, assist with the doctor in the in the exam process, present money, finalize the contracts, follow up with people that did not buy from us, etc, etc.” Right? Basically, the standard job description that you would see for almost every TC if you went and analyze the 1000 job descriptions in orthodontics as an example, the same thing that you would see if you analyze job descriptions for every dental hygienist and dentistry. Same thing, if you saw and you analyzed every job description as relates to the tech in plastic surgery, you get the point.

Because what you're doing, when you say I'm making the mind, the mind shift change to experience is you are now jamming experience as an “oh, by the way” thing into all of your employees. Because nowhere, nowhere in the job descriptions for your office right now. Does it say you're an experience expert that oh, by the way, you're going to assist me in the mouth when I do treatment? Right? I talked about this with and I wish - I'd have to, I'd have to dive into our meeting archives, because almost all of them are recorded when we meet weekly on our team, our weekly meetings with the Wright chat team. And then with the New Patient Group team. There are exceptions, but most of those are all recorded.

We dive into countless and this is a hard mindset shift for most people, even when they're employees or contractors of a company like ours, that preaches it all the time is that take Cynthia, shout out to you. She's our lead web designer for New Patient Group, right amazing at what she does. I'm so proud of her growth and development and the things she's doing for the clients pumping out websites that are so ridiculously beautiful and innovative. And I'm just really proud of the whole marketing team gonna use Cynthia here as an example. So and I have this conversation with everybody, that Cynthia is our lead web designer, like I said, but that's not her job description. Her job description is a client experience expert. That's who she is with New Patient Group. She is a client experience specialist whose job is to constantly be learning new skill sets to ensure this year, she is better at delivering an exceptional client experience over last year, same with next year in 2022.

She is going to be responsible for improving her skill sets to deliver an even better client experience next year than she did this year, right? And that is part of the job description. It's the main part of the job description. It's not an “oh the way you're going to treat our customers well”. No, the job description is all about experience, customer service, psychology, verbiage, presentation, etc, etc. Even though she rarely has any actual client interaction. We have a team that does that, and then we have a team kind of more behind the scenes. She would be considered one that's more behind the scenes, developing sites, coding them, being innovative with the new designs, things like that.

But it is such a challenge, man, when you have a job description, and then you try to say, Oh, by the way, you're going to be an exceptional experience person. It doesn't work. Hey, hygenist, you're going to be educating, and selling, and you're going to be cleaning, and blah, blah, blah, and oh, by the way, you're going to treat people great. And it's got to be reversed. Because the oh, by the way, you're gonna treat people great. That isn't even in your job descriptions if you look. There's usually little to nothing verbiage wise in your job descriptions, that tells people as part of your job here, you are going to commit to getting better at learning, unique skill sets that teach you how to sell things at a higher level to people while making them feel special in the process. Greeting people the moment they walk through the door without ever letting them sit down in the waiting room because the second they do, your respect of their time, you are showcasing that you don't have any, even if it's for one minute. And I get it, you fall behind, everybody gets that but just take that for what it is. The point is, is people can't wait.

All of these things that need to go into offering an exceptional customer experience, client experience, patient experience must be at the forefront of all the job descriptions in your office because that's their job. The secondary thing is, and oh, by the way, you're going to present money. Oh, by the way, you're going to set up trays and assist me chairside. Oh, by the way, you're going to clean teeth. Oh, by the way, you're going to answer phones, right? All of your job descriptions out there are actually secondary to what their job really is.

And this is why for so many of you, it's very difficult to get experience installed into your business. Because you get this well, I don't have time to send a patient a video review of their appointment after I'm done. I gotta go grab the next patient, which is a perfect example of having too many patients on the schedule. Because there's a template that says okay, your hygiene appointments an hour. So bam, every hour, you have a new patient for the hygienist to see. Well, when is the hygienist ever going to have time to do anything unique that wows people? Because you see this all the time I got to go out, I gotta grab the next patient, I gotta grab the next patient. I can't ask for a video testimonial, I don't have time for this, I can't ask for a referral, I can't get a five-star review. I can't give the extra attention. I've got to go grab somebody.

Because you were looking at the schedule going well, the more patients on the schedule, the more money we're making. We're sitting here from outside of healthcare going, what are you thinking? You could cut that almost in half and make twice as much. And that goes back to just the scheduling. But the point wrapped around the job descriptions and the glaring hole - and today's podcast is not going to be long. Because the point is that your glaring hole is the fact that you don't have experience, customer service, you're going to learn new skill sets, you're going to learn how to sell you're going to learn psychology, you're going to learn hospitality, you're going to learn unique skill sets and customer service. Those are all your main - and that's what you're going to be bonused around as well - that is your main responsibility here.

This is why so many of the positions inside your practice should be hired from people outside of your world because they come more with those things doesn't mean they have them. And it doesn't mean they don't have to repetitively learn new ones. But they have more of those. Receptionists working out there - you should hire people to answer your phones that have never worked in healthcare in their lives. You hire them from hospitality from sales, customer service, they'll learn the healthcare industry. That part's a lot easier than the skill sets that you're otherwise going to have to teach. You've got to look at your job descriptions. This will confirm what I'm talking about today. It will confirm what I'm talking about today. You're going to look at them, and they're all going to describe “Betty, your receptionist you're going to answer our phones, you're going to schedule patients properly according to our protocols. You're going to check people out when they leave.” Right. TC, same thing I've been talking about.

That's what everybody out there, which is the other glaring hole that I'm talking about, is that you want to be unique. Yet your job descriptions are basically the exact same as every single other practice, not down the street from you, but every practice across the nation, they're the same. Now, there are probably some different verbage tweaks, but you get the point. Your bonus system is probably the same. If you have one, we hit production this month, everybody gets x, right? There's nothing wrapped around self-improvement, personal and career growth. Milestones that you want people to reach throughout their career with you nothing. It's all just blah, blah, blah, blah, blah, related to the job they're actually doing. And the mindset, it goes back to if your job description, here's a good example, this one just came to me. Here's a good example. And this happens a lot, and you all know that it does. When you hear this example, you're gonna go “Yep. True.”. You have two people sitting in your waiting room, could it be more for a lot of you out, there could be eight, let's just say there's two, right?

You have people in the back, whose job description is assist in the mouth, etc. They are not thinking about the two people sitting down in the waiting room, especially if they're not their patients. That's where this really comes in. Let's say, Betty and Judy, they're done with their patients. There are two other assistants who actually are assigned to get those two people out in the waiting room, but they're backed up, right, they're still cleaning up their station, maybe one still with a patient. Rarely in practices are the other assistants rushing out to the waiting room to get a bottle of water for these patients, and either say, “Look, Mr. Jones, so sorry, we got a little backed up today. It's been a little crazy on the schedule, I want to let you know, we know you're here. We don't like you're waiting, you're on our mind. We're hustling in the back. And Betty is going to come out and get you as soon as she's wrapped up. I just wanted to let you know, we know you're here and didn't want you to be ignored.” Right?

How simple is what I just said? However, a couple of things for your hourly employees, that's not simple. You must roleplay that situation multiple plant times set expectations that you want to have it and if that was their job description over being in the mouth? Hey, look, people in our practice, do not wait. Your job description is to help ensure nobody's waiting, your job description is to pick up the slack from somebody else that may have fallen behind, whether it be the patient's fault or theirs. Your job is to get your butt out the door, get in the waiting room, give people water, shake their hand, bring them back, and you assist even if it's technically not supposed to be your patient.

But see the job descriptions don't say that most people's culture doesn’t support that either. But for the sake of today, in this glaring hole, that is what we're talking about. Your job descriptions have to be built around experience. It has to help build a mindset that picks up on the culture, you're trying to implement and install of exceptional experiences via every consumer interaction you and your team have with people that haven't bought from you yet, and people that have bought from you. The focus has got to be on that. And the thing is, is these things are not hard. But they are hard. Because it's a total mindset shift. Even you listening out there today, if this is the first podcast you've ever heard, you may be going, “Well, that makes perfect sense. Never thought of that before.”

And the thing with the content that we talked about with New Patient Group, the things we do as a company for our clients, Wright Chat as well. It's so unique to every industry out there. You imagine you're an orthodontic practice out there. And your TC job description sounded something like this. So when you work here, at whatever orthodontics, Whitlock Orthodontics, Paschal Orthodontics, Skopek Orthodontics, whatever it may be, when you work here, here's your job. You're going to help support our culture by making sure that all of the employees you work with, you're helping them out in every which way possible. When you work here, your job description is to make sure that if you're done with your tasks for the day, the very first thing you do is go to every single employee in this office and ask if they need help finishing theirs. Your job description here is making sure that you are helping out to improve the skill sets of everybody that works in this office, we advance each other. Your job description here is to always be on the lookout to make sure there's nobody waiting in our waiting room. Your job description here is to always make sure every single patient in this office has a bottle of water in their hand, or at least been asked. Your job description here is to make sure you're getting multiple video testimonials, and Google reviews from patients every single day. Your job description here is to help make sure the bathrooms are cleaned at all times, etc, etc, etc.

You get the point. I could sit here and keep going on and on and on and on off the cuff. Because there are so many examples. And your job description here, as a secondary thing, is to present money. Is to have a TC exam according to how we want you to have it, to finalize contracts, finish up or follow up with people. See that it's a secondary thing. While everybody else in the industry, that's the TCS job, for you it's an oh by the way. The other part is as your job description here - this going back to the main job description I was talking about before that - is you are going to roleplay as part of your job description with this organization. You are going to have a commitment to advancing your personal life in your professional career, week in and week out at this organization. You're going to learn and be taught unique customer service skill sets, hospitality, using consumer psychology, advanced sales fundamentals, etc.

That right there, what I just described should be every single employee’s job description throughout your entire office. Receptionists, the same way. Oh, by the way, you're also going to answer phones, schedule patients, according to our protocols, etc. Assistants, oh, by the way, you're going to assist chairside, set up trays, clean up the sterilization room. All of those are “oh, by the way”s. And as you're nodding your head, yeah, make sense out there. That's the thing, I want you to go back and look at the reality of what your job descriptions are now. Because it's hard.

And here's the thing, and I empathize with it being a business owner. You hire a company that comes in, like New Patient Group, for those of you out there saying, look, I want real change. I'm bringing in New Patient Group, because we challenge the status quo at the highest possible levels. And boy, oh boy, does it move the growth needle forward for practices. But the challenge that everybody has, is nowhere in any of your job descriptions does it have, “you're going to practice, you're going to roleplay, you're going to learn all of these unique skill sets that we bring because we're outside of healthcare people that happen to know the practice environment.” And we also have an - I call it the dream team of coaches, we have a bunch of coaches that work inside the practice a very unique combination. But the point is, is now you're jamming this thing down your employees’ throats. And yes, if you have the right culture and the right people, they should be all on board. So it's not that they shouldn't be on board they should. But you can see this shock factor coming into your employee. Oh my God, we've got to practice? Oh, we're already nice to people. What are we doing this for? Like, we don't have time for this. We can't do this. I don't know about that. This is uncomfortable. Like this is the aura that's provided from so many hourly employees out there, and I empathize with them because there's nowhere on the job description that ever told them, “This is what we expect of you whenever you get hired.”

Now, just because it says that in the job description, maybe you never hire anybody. But it's a major culture shock and just a shock period to people that have a job description that has nothing to do with experience. Nothing. And I find doing this content, so awesome. Because it's so different than how people think it's such a challenge to go. Here's a recipe from almost every famous company on the planet. Here it is, right? They don't have a recipe because they want to be famous. They have a very specific way of doing everything inside their business and with their online marketing that is so different than everybody else. But you could hand this recipe, and part of it is what I'm talking about today. Everything we talk about is a recipe for becoming famous. It's been proven time and time and time again. Yet there's still people that want to argue it. It's asinine to me.

Here's the recipe book, and as it relates today with this glaring hole in your job descriptions. If you want new patients to be blown away, and again, I'm not talking about people - perfect example, I just got back from a practice we just got started with them. Shout out to you, had a blast. The team was great, and that's why I wanted to bring it up. Here's a team that is hospitable is can be all of them. Sweet as can be, and there's going to be a podcast about this. But I can tell from a hospitality standpoint, how people are, based on how we're greeted when we walk into practice.

Because there are practices like him that go, “Oh my gosh, Hi, can I get you something? It's so good to see you. Uh, let me shake your hand. I can't wait to work with you guys,” like that type of greeting. Then you have other ones that you can tell from five seconds walking in, they want nothing to do with you. Like, what are you guys here for, you don't work here, get out of here. That's the vibe you feel. But no matter how nice his team, as an example, they still don't know or they know little to nothing when it comes to real world sales fundamentals, customer service, which again is totally different than hospitality.

If you've listened to this podcast and you're a client, you know the two are completely different. Like you can achieve customer service without hospitality. But the two are, are on opposite ends of the spectrum. Customer service, the only way you accomplish it is by being an expert at sales, period, end of story. And you guys hear me talk about this all the time, if you walk into a Ritz Carlton or Walt Disney, nothing is set up for you everything is set up for them to win. Everything, from the way they talk to you, to how they interact with you, to how they do everything is for them to win, that's customer service. You feel like you got more than expected meanwhile, they're over in the corner, cashing it in, right, but both parties win. So psychology, when and what to say, how to say it, presentation, verbiage, all those things, they don't have those skill sets.

Now they can be trained on them. And it makes it much easier with a hospitable team. But that's the point is that no hourly employee is an expert at those things, which is why those things must be the primary job description you have for them. Because if they know that going in and they say look, I'm going to get bonused and rewarded based on personal career development. That's how I'm gonna be rewarded. If they know that going in, man, oh, man, when all of a sudden you ask them to stand in front of the room and roleplay, read a book, watch an on-demand course. And the job description and they already know going in is that is expected of me week to week as I move forward in my career here. That's how I'm going to make more money advance my career, etc, is if I impress or if I improve my skill sets, take exceptional care of my fellow employees and take exceptional care of the customer, the client, the patient, new and existing people have already bought from us. That's my job here. And oh, by the way, I'm going to be doing blah blah, blah, blah.

That's how I want all of you to shift your job descriptions, we work them all and make this the main focal point. And it's a big mindset shift but it's also a huge shift in a positive direction. Once you implement it, remove the glaring hole that is absent from all of your job descriptions and that is experience, self-improvement, professional improvement, related items. Make those the forefront of your job descriptions, make everything else secondary, and that will instantly make you more unique as you go out and hire. Ironically, hourly employees appreciate it because now your focus is on experience rather than numbers. And the funny thing is with that is the more you focus on experience, the better your numbers. Make that shift, I know you guys can do it. I know this is a little bit probably crazy in your mind. But man oh man, it works.

This is a page right out of the Apple playbook, by the way. You're not a technician. You help advance our cause our vision. This is another piece that should be in your job descriptions. You are here to advance our cars advance our vision. Advance the employee experience, advance the customer, client, patient experience. Oh, by the way, you're a technology person. That's how Apple speaks to their people. That's how we speak to our people. It's how we're teaching you to speak to your people. Make that change.

Season Four has been awesome. I hope you enjoyed it. I'm really glad we finished on this one today, because now in December, you can start making that change. You can start prepping for January have a great podcast coming for January, I love the title, I'm going to leave you hanging on exactly what that is. I don't want to tell it to you yet. Here's what I'm going to offer for all the podcast listeners that are not currently clients, alright. Make the shift, alright, the end of the year is coming. And you have a choice. You can either pay the IRS or hire us for a 10.99 Penny for Penny deduction, hire us to make an investment and real change in your business, make 2022 and beyond your best ever.

Alright, call us or use the live chat. And I want you to say podcast workshop. Alright, that's what I want you to say podcast workshop to Kami , whoever you speak with in the live chat or on the phone, give her the podcast workshop. And I am going to come into your practice, and we'll discuss the investment and everything. I'm going to come to spend a day with you, take you to dinner, go over a bunch of notes on how we can help your practice grow. And we're also going to give you coaching videos on those notes, so you can say look, I'm not ready to make a move, but I can at least use those coaching videos to implement and improve the notes that I found in your practice.

Take advantage of this. I mean, you're a podcast listener, take advantage and jump on this opportunity. Meet me. Let's spend some time together having a fun dinner. Alright, we'll spend the day in the practice, and let's start making a plan, a strategic plan to achieve your dream business. If you're already growing out there, we'll come in we can grow you're more. Alright, if you're stagnated or you're going backward, let us come in and make that real change happen.

Season Four has been awesome. I really appreciate all the podcast listeners it means the world to me and again, fix that glaring hole in your job descriptions. Do a flip, convince your people they are experience experts. That's their job. And oh by the way you do this at my practice. All right, make that shift. Hope you enjoyed today's podcast looking forward to so many more, looking forward to Season Five and beyond. Until we come back, you guys have a great rest of your November, a great December, and we'll kick off January 2022 with Season Five with a great one. And we'll talk to you soon, bye bye.


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