Lesson #3: CORE Lesson #3 – Share Origin Stories
About This Lesson
Instructions coming soon..
- Make sure you are either getting a written description of their story in the new patient packet or get it verbally. Preferably both.
- Craft your origin story using the epiphany bridge script in Expert Secrets (If you have not bought that book, send email to me at firstname.lastname@example.org, and I will make sure I get you a copy).
- Practice asking permission to have them share their story and then you transition to sharing your story.
Hello, welcome back. This is Dr. Steven. I want to take you through the next part of the interview process. As I'm making these videos, I'm trying to keep them short and concise, but I'm going to be honest, this entire interview process could probably be its own program. I'm trying to give you the essentials to allow you to put this into your practice without absolutely destroying you. What I mean by that is you can get so overwhelmed with the information that you don't take any action steps on this. I will tell you, it's the number one thing that I've seen with countless dentists that go through any process that involves developing a true, genuine relationship with your patient, that the information that I'm providing can get so overwhelming that you don't do any of it. I encourage you to actually build out your entire process with the interview that I'm laying out here, but then take it step by step, and don't worry if it's perfect upfront because it's not going to be.
I'll give you a really good example. I remember the first time that I did an interview. It was the first time I ever video recorded this and I will never forget this, my team doesn't forget it, because I actually showed my video of this interview with my team, which, by the way, you should do. At this point, I think not a part of the program, I don't outline it, but literally if you're listening to this, record your interviews and share them with your team so your team understands what you're doing. That is so important. I'll never forget this, the first time that I did this interview and recorded it, my patient told me, "Dr. Steve, I don't know if I should tell you this, but sometimes I have incontinence." I can remember it like it was yesterday. I was thinking to myself, "I didn't plan for that answer," right? So you're trying to keep a straight face, because you're a doctor, but at the same time you're just laughing to yourself like, "Oh my gosh, I can't believe she just told me that two minutes after meeting her," right?
I will tell you though, as you go through this process, in all seriousness, if you follow these steps and start to fine tune it to your practice and fine tune it to your personality, you will see that more and more patients during this interview process get genuine engagement. I'm going to go through the next slide here, if you treat this like at like a set series of steps that I have to do in this order, be regimented, and you don't own it at all, you don't make it your own, you don't find ways to craft this authentically into your practice, you will struggle. Patients will actually hate this process. Part of it is getting the structure in place, but then part of it is making your own, right?
I remember when I first learned some of this stuff through management programs and mentors, I took all these different pieces, Bob Proctor, Russell Brunson, when I went to the Schuster center, Dr. Mike Schuster, I took all of them and said, "How can I create true, genuine engagement with my patients, understanding the dynamics of my patient base, understanding the dynamics of me as the provider, and understanding the dynamics of my team?" You have to understand that this process will work if you work it, right? Part of working that processes is making this your own.
When I talk about sharing origin stories, you have to understand that for most people are going to share their origin stories before they talk about the universal wants, if they even do the universal wants. I view the three truths, which is the universal wants is the most important piece of this entire puzzle because it builds instant bond and rapport, but some people don't do that, right? Some people do the origin stories before the three truths, so that's why I put it here, but the reality is I actually do the three universal wants before I share origin stories, right? Sometimes I'll get their origin story for first, which was what we're going to talk about, then I share the three truths then I share my origin story, because I tie it back to how it's going to help them.
I'm going to talk about all these things here. I encourage you to watch these videos over and over and get the pieces together, and then when you have questions about it, go to the Q&A sections, go to the continual support, because this interview process is the most important thing you do. I fundamentally believe that if you can nail this interview process, you will set yourself up for success. Maybe not immediately, but three to five years from now you're going to look at the patients that went through this process and go, "Holy smokes, they are totally different than the patients that did not." You will see this over and over and over again. It's because you're establishing this stuff up front.
As you share your origin stories, you have to understand that to get patients where you want them to go and where they want to go, you first after have to understand where they've been. Okay? The easiest way to to do this is, and I'm going to talk about action steps, but literally you could do it one of two ways.
The first way is you get them to write their story down, okay? In your new patient packet, when you give them their medical history, their dental history, which you should be really going over this, but to me it's an essential element to making sure that you're protected and patients know you're looking more than just at their teeth, but that's not part of my interview process. It is for a lot of people. They talk about medical histories, dental histories. What I found is it bogs the whole process down. I don't care what their medical history is, unless I know it's going to be really, really detrimental to their practice. I will talk about their medical history as we go through, but it's not the first thing that I talk to my patients about. I'm trying to establish where they've been, where they want to go, and where I'm going to be able to best help them during this interview process.
If you have a new patient packet, one of the first things you could do is have a sheet that just says, "Hey, I'd love to know about your dental history. Tell me your story. Where have you been from a dental standpoint?" It gets them thinking about it a little bit more. What I do is I have them fill that out, and then when they get there, I ask them the same question. Then they've already went through the process of writing it all down, so their story is much more concrete. You don't want to say, "Tell me your dental story," and they just look at you with blank stares, which will happen, and then you have to guide them along, which is fine, but you'd prefer this to be very impactful. So getting them to think about it before they come in is really helpful. Then I have them verbally tell me, and then I can actually compare what they verbally told me versus what's on the sheet.
I will find that the stories are actually much more robust and much more rich when I get them to write it. The process of writing formulates more thinking and you have to think about what you're writing, and it allows patients to really go, "Well, what is my dental history? How has it been?" There's reasons that we do this later, and we're going to talk about that, but you're trying to tie them to this idea that the patterns of behavior they've had, how they've approached the dentist, how the dentist has approached them, has probably led to more disease, not less. Okay? Very important, okay? I literally just say, "Hey, Mrs. Jones, I just want you to tell me your story. Where have you been from a dental standpoint and what are some of the things that you know have worked well for you in dentistry and some of the things that have not worked well for you in dentistry?" And then shut up. Let them talk, right?
After you spend time with their story, I always ask for permission to share my story. Again, what I do is I listen and I say, "Mrs. Jones, it's so fascinating and thank you so much for sharing that. I know it's kind of hard sometimes to remember where you've been from a dental history, but I think it's important for us to understand that where you've been is going to help us dictate where you want to go, right?" Then I go into actually molding my story around the three universal truths or wants.
When you watch the next video, think about the process that I've laid out. I've let them tell me their story first, I asked for permission to share my story, and then I go into the three universal wants or truths, which is what I think most patients want. I build common rapport and then I share my origin story, where I've been, how that didn't allow me to get the patients the three universal wants they wanted, and then how I've structured my office to help my patients truly get those things that they want. Follow that timeline. Their story, permission, three universal wants or truths, my origin story, why I created the practice I did, and then I can go into how our process works and really show them some things, right?
We're going to talk about these steps. I really want you to think about the steps that you go through and use the supplemental videos to help you, because it can get kind of confusing, especially on this, because you're thinking, "Well, how does he do this? How does he do this?" I have PowerPoint slides that I literally lay out that show you exactly my method of operation for this interview. Okay?
Now, the action steps for this is make sure you watch this with your team too. I'm telling you, this is so important, but make a simple sheet. If you do not have a simple sheet, "Tell me your story, Mrs. Jones," and if you have a new patient packet, I you to include that in your new patient packet, right? Then what I want you to do is preferably do that and then have them verbally tell your story while they're in the interview process, and then they can shorten up. They're going to shorten that up actually because they've already written it, and say, "Mrs. Jones, I know that you had this in writing, but I just want to make sure that I get to hear from you what your story is, and so if you want to just summarize what you wrote on the sheet, that would be great as well," right?
Then I'm asking for permission in sharing my story. Get the written description of their story or the verbal story at some point during this process and start with that immediately. Then I want you to craft your origin story using the epiphany bridge script in Expert Secrets. If you don't have that book, send me an email at email@example.com. As of right now, when you watch this video, it might not be there. If it's not that one, I will let you know. But sent that to firstname.lastname@example.org and I'll make sure that I can get you a copy or at least a link to the book for free, and so that way you have it, because you have to follow that. If you watch other videos in this segment as well, you'll see what the epiphany bridge script is. So if you don't have the book, I encourage you to buy the book, but you also have resources in this program to help you build this story out of how you built your practice the way that you did.
Then it's really simple. You have to practice asking for permission, to having them share their story and then you transition to your story. This simple act of asking for permission is so important. "Mrs. Jones, is it okay if I share with you my story? Mrs. Jones, this is what we're doing next. Would that be okay with you?" You want them to keep saying yes. There's a psychological reason, right? If they're giving you permission to do something, they're not going to feel like you're forcing anything on them, first and foremost. Second is a series of little yeses will lead to bigger yeses. So you're actually priming the pump down the road if they keep saying yes, yes, yes, yes, yes. The big yes is just a series of logical little as yeses, that over time will build up momentum in your process.
So there's very specific reasons you do the things you do in this interview process. You need to make sure are you asking for permission, are you checking in with your patient, are you listening, right? Stop going through the process, and the number one issue that I have, that's why I tell doctors just take one element of this and focus on this and then add the next element and the next element and eventually it'll be much more natural. If you try to do all these things at once and be too technical, you won't even listen to your patients. And that is so important, you have to listen to your patients.
You have to shoot videos and you have to watch these videos because this will help you. Where am I deficient in? Where can I improve my process? Where can I get this more streamlined? This is very important. You can't have this process take hours and hours and hours. It doesn't work very well.
Hopefully you got value out of this video. I'll see at the next one. Make sure you do these action steps and I'll see you at all about creating the three universal wants.