Preeminence in Ortho: Building a Market-Leading Practice

[00:00:00] Welcome. You're listening to the Grow Ortho podcast presented by HIP. This

[00:00:05] podcast is dedicated to orthodontist who want to stand strong in their market

[00:00:10] and be leaders in their community. Now, on to today's show. Thanks for being here

[00:00:18] man. I really appreciate it. Very excited. For listeners, viewers, a disclaimer, you

[00:00:24] don't work in orthodontics. Keepculoskeletal. Say that five times. Musculoskeletal, musculoskeletal. Musculoskeletal, there you go. That is right. MDs, a lot of MDs. Primarily, its alternative doctors are MDs. Functional. That'll get their hands on a type of treatment

[00:01:41] that helps with nerve damage.

[00:01:43] Okay, so you work with these specialties.

[00:01:47] Yeah. patient source. What's the first highest quality? It's going to be what? Highest quality is a direct referral. Direct referral. And then the second, the second right below that would be friends, family, maybe something offline in the community. Community people who know you, like you trust you, who solve, who have experienced the mom who has the pop socket. Oh, you should go here.

[00:03:03] Exactly. Who's received it, who's be silly to not bake in the price, the amount of patience at default. And then you're gonna be sitting there with the actual collections are gonna be less production and you're gonna be sitting with the cash discrepancy because you're not baking in 5%, 10% default rate. If you're thinking of 50% of your Facebook leads are gonna convert and that's your financial model,

[00:04:20] you're crazy, or you're just uneducated

[00:04:23] into what this source, and that's what I find.

[00:04:25] Or it's gonna work week one.

[00:04:27] Week one we should him a secret shot. That's what we're doing with Leeds now.

[00:05:40] Like, hey, Mike, took 48 hours for your team

[00:05:44] to call me back.

[00:05:45] Is this something that you might wanna talk about? No shot. Why would I call them back? I have no idea who they are. Did they leave me your voicemail? Maybe. I don't check my voicemail until it says like 95% full. You know, my phone doesn't even ring or show anything if it's a number that's not saved in my phone. Even when I call you, I got to call you twice. Yeah, you got to text me right after. Hey, Luke.

[00:07:00] And then the people don't text me.

[00:07:01] If they do text me, it's like days later.

[00:07:04] And so do you get spam text or text from a number? I see that you took some of your time to fill out this form. When's a good time to connect? Question mark. I send an email. Almost the same thing, maybe a little bit longer, a little different format. I do it again in two hours. I change the verbiage. Hey, Mike, just wanted to check back. We actually have an appointment tomorrow at 9 a.m.

[00:08:20] Could that work?

[00:08:21] Question mark.

[00:08:22] 9 a.m.

[00:08:23] Tomorrow rolls around.

[00:08:24] Haven't heard from Mike.

[00:08:25] Mike?

[00:08:26] Question mark? Are you picking up that call? No, you're the guy I just explained, Mike, where I had to literally call text email in three separate clusters, so nine times, nine touch points, to finally get a text back. That's who we are. Everybody is the latter,

[00:09:40] not the person who answers the phone call

[00:09:43] two days later from a number, they don't know.

[00:09:45] And so, if that is true, I think I'm on a cancel. We talk about with stock market, the stock market's the best place you can put your money in the world today. What's the average 16% year over year? Maybe. Do 15. Yeah, right. And that's in a good, that's a bull market. Average would be 10, actually, technically. So that means you put a dollar in

[00:11:00] at the end of the year you have, dollar 10.

[00:11:04] 10 cents.

[00:11:05] 10 cents.

[00:11:06] And people are putting their entire life, I was going to go to two and this other one's going to go to attend and you're now playing the law of I'm not going to let my business fail because of what the world says like we have to remember that the world wants us to play small are our coaches and trainers and Educators line, I agreed that second best was okay, or third best was like as much as I could achieve. Or tenth best. Or tenth, I won't ever look like Brad Pitt, literally my brain, I won't ever look like Brad Pitt and Fyclap, but at least I'll be fit.

[00:13:42] Where did I, how did I buy that? Yeah.

[00:13:43] Who, my parents, my teachers, my friends,

[00:13:46] no one ever said, that's a terrible, stupid belief You get what I'm saying, actually not, because like an NFL athlete, they were giving the stats of a college quarterback and how long they have to throw the ball versus the NFL. I think it's two more seconds. That's how much faster the NFL is than college football. It's crazy. And so whatever league you wanna be in,

[00:15:03] if you're playing in a competitive league,

[00:15:07] you've gotta be so checked in. And it's like how you do something is how you do anything. Same one's a little bit more impactful, perhaps, you know, depending on who you are. Both are true, right? And you could probably go to every religion, Islam, Buddhism, Tony Robbins, Jim Rohn, the point I'm making, you could go to Ray Lewis, you know, Mike Tyson.

[00:17:21] Right? It doesn't matter the industry.

[00:17:22] What matters is, are you doing the fundamentals?

[00:17:25] Are you coming up with BS mental models that say Facebook web forms don't reply for some

[00:17:32] excuse that you learned somewhere along the way?

[00:17:34] Because you don't want to win.

[00:17:35] The truth is these people don't, we've been trained, do not want to win.

[00:17:40] And if you're going to be successful with hip, if you're going to be successful with

[00:17:44] lead juice, you have to commit to winning.

[00:17:47] You have to commit to achievement. wife's grandfather has been having her clean for 30 years. Like she's 50. So she started when she was 20. Wow. Okay. She's literally like the savant of like cleaning. Okay. So I don't care if you drive school buses. Exactly. If you, and it goes back to how you do something

[00:19:01] is how you do anything. Work for the job you doesn't die. Hip doesn't die, not because you have that standard for your life. You just know, this is my standard. My business isn't going to fail. You would be crazy to tell me that the business is going

[00:20:20] to fail if Facebook goes down.

[00:20:21] But when someone's Facebook ads stop working for a month,

[00:20:25] they call, it's the end of the world.

[00:20:27] And it's like, we can't, yeah, worse than the market, I'm not gonna invest

[00:21:40] anything in this.

[00:21:41] Right, and here's the best part about the business.

[00:21:43] I'm gonna put all my money in stocks, not my business.

[00:21:47] Here's the best of M2 money supply that are thinking in terms of dollars. Big thinkers are thinking in terms of people. Yes, I love that. And so what's Jim Rohn say?

[00:24:21] Service to many leads to greatness.

[00:24:25] You can have anything you want in your life Oh, turn off this podcast, do not listen. Okay, play along with me. Let's just pretend it is poison. Me and you know it is poison. Eat Mexican corn. And you take organic corn next to it. You plant your seeds on one side of the field. You got your GMO, Monsanto corn. Maybe we can't say that word, the M word.

[00:25:43] On the other side, you've got the organic Mexican corn,

[00:26:45] If 80% of thoughts are negative, even with me and you,

[00:26:49] sometimes if we let it be, if we believe that, what happens when you can get to 50% of thoughts are negative?

[00:26:54] Or what happens when you can flip that

[00:26:56] and 80% of your thoughts are positive?

[00:27:00] I mean, this is like any great person you could name you want to be. You can be president of the United States. You can clean house is better than anybody on this planet. Yeah. For the businesses that we work with, maybe not president because it's corrupt, but yeah, you have to go with world, you're incredible, blah, blah. How long did he think about those statements? He didn't. Seven. Seven, okay. But let me add. He just put his head back down and said, I gotta go back to work. Yep. But let me add this,

[00:29:40] because I've been thinking a lot about this idea.

[00:29:42] And I think a lot of doctors and business owners

[00:29:44] fall into this trap,

[00:29:45] but it's slightly different than what you're saying. after five to six to seven consecutive years of losing the championship. He didn't give up. We'll never win. Well, no, he didn't ever say we'll never win. He said, I'm going to get better. I'm going to get better. I'm going to continue to work. I'm going to continue to. So, and it goes to basketball. They Michael Jordan won five or six championships. He played for 20 years is very similar. Did he at for 12 of those years?

[00:31:02] Did he think he was a loser?

[00:31:04] Oh, dude.

[00:31:05] But yet what do we do when we lose one start? and shift the thinking. You don't even care if the no shows happen. We have some doctors, sir, you too. Oh yeah, we had a bunch of no shows this week, but you know, it's just part of the process. Part of the game. And yes, those guys are winning like crazy. Yeah. Versus the guys who fixate on a week of no shows, and then they go infect their staff with all.

[00:32:22] All leads are bad, don't call them.

[00:32:24] Right.

[00:32:24] Did you call them?

[00:32:25] Yeah, we called them one time.

[00:32:26] What happened?

[00:32:27] Right. And you're like, that's the point. The point is she came in with a different thinking, a different mental model for how she perceives it. Different belief. Different belief. When I guarantee you, and I'll say the name of our team member, Melissa, when Melissa was asked,

[00:33:41] can you go, we need to close cases, she believed,

[00:33:45] oh, I'm gonna close deals.

[00:33:47] She even forget everything. You gotta go meet Julie. You could create that front desk person could create that much of an impact.

[00:35:00] But if you're not empowering that person

[00:35:01] to think that she can even make an impact,

[00:35:03] that you're not doing your job as a leader,

[00:35:05] which is empowering the car you drive, the house you can build. I don't know how, I mean, I'm sure there's