Lesson #4: CORE Lesson #4 – 3 Truths (Universal Wants)
About This Lesson
Instructions coming soon..
- Practice Drill and Rehearse the 3 TRUTHS over and over and over again. You must say this with confidence!
- If you do NOTHING else, if you are wellness-based, this transparency in your process will mean everything!
What is up, everybody? Welcome back to another video. I am so excited to share it with you, this concept. This has been kind of a cultivation of the last five years of studying this material. I was first introduced to how to kind of bridge this gap from some of my mentors. I made it my own. The way that I converse, this concept is so important and I'm going to tell you, this is the secret sauce in my opinion. If you did nothing else in your interview, it's important to do all the other things, but this one thing builds instant bond and rapport more than anything else than I've done in my practice. It is dependent on how you present it. There's a certain level of confidence that you have to present this with. But I am telling you, if you do this thing, you will notice some immediate changes in your patient almost immediately. Okay?
This is what I call the three truths or the three universal wants. When I was first learning this information, it was so easy for some of my coaches and mentors to say, "Identify what your patients want." We talked about that, desires of the patient, in number two, as the true driving force in that health, wealth, relationships thing. But here's the thing. If you were to have a patient for the first time, and you asked them, "What do you want?", you know what their answer is always. It's always the same thing. Unless they've specifically come for a reason, like cosmetics or implant dentistry, TMJ. You get a traditional new patient into your practice that might be relocating or maybe they switched dentists. What do they always say? "I want a cleaning. Yeah. I want to make sure I get no cavities."
These aren't driving forces to make them do anything different. Right? But here's the reality. We know that's not actually what they want. They don't want a cleaning. They want their teeth to feel clean. And why do they want their teeth to feel clean? Either they want their teeth to be whiter, or they don't want decay. Most of it's decay. Periodontal diseases isn't a concept that they've learned about either. I think that when we're talking about these things, we have to cut through the noise. We have to stop letting patients dictate that conversation by, you know, "I want a cleaning and this." Here's the reality. That's actually not what you want. But if you don't say that upfront, it gears the conversation towards that cleaning, and now you're trying to convince their belief system that they don't actually want what they said they want.
That's not the way to approach this. You don't want to start to be almost combative. I've seen dentists, they're not combative like that and like, "No. That's not what you want." They start to go, "Oh. It's another one of those patients that they only want a cleaning." That's what they're trained to say. Right? I'm telling you, when I discovered this idea and I thought of this idea, I was like, "That's it." That's the missing piece is don't try to their internal belief system. You can't do that. What do you want to do is what I talked about earlier. Create an identity crisis and actually agree with them and say, "Mrs. Jones, that's amazing. That that sounds like what 99% of patients want." I think there's three universal wants. So we're going to talk about that.
I don't want to get too far ahead. So, let's go into the actual meat of this. Like I said, this is my opinion, the secret sauce to bond and rapport. You can talk about their college. You can talk about where they went, their alma mater, and all this stuff, but like they don't care. You want to get some bond and rapport, but this thing is like bond and rapport towards where you're going as a patient and a doctor. That's really what you want. So, I go back to their story, what they want. I ask them, "What are some things that you're looking for from a dentist?? And they'll tell me 99 times out of a hundred it's a cleaning and make sure they're healthy or whatever. Right? But most patients won't be able to tell you what they really want.
So, I guide them with the three truths. This is how I phrase this, okay? So, I want you to listen to this. This is the gateway to my origin story. The key is I use this before I use my origin story. If you remember, my origin story is about why I created my practice to help that patient. You got to remember the origin story is not, "I'm so great, this is all about me." Your origin story is about how I'm going to be able to create this practice to help you, the patient. I use these three truths first to help identify some common ground, and then my origin story is how I built my practice to help my specific patients. Right?
So, I asked Mrs. Jones, I say, "Okay. What is it you know that you want?" She tells me, and I said, "You know, Mrs. Jones, it's some interesting, and I think almost all my patients want that as well. What I've found is about 99% of my patients want three basic things. Do you mind if I share those three basic things with you?" Mrs. Jones will say, "Yes." I say, "Listen, Mrs. Jones. If this is not the three things that you generally want from a dentist, just let me know. I'd be happy to talk about it. But I'm going to try to simplify it just a little bit to make sure we're on a common ground." Then I say, "The first thing, Mrs. Jones, that patients want is they want to be healthy. They don't want to be diseased. You are coming here to create health for yourself. You're not coming here to get more and more diseased. Am I right?" "Yes. Totally right."
"The second thing that most patients want is that they want the least amount of dentistry done to achieve the level of health that they aspire to. What I mean by that is if I was to give you an option of crowns, root canals, fillings, implants to replace things and fix damaged areas to achieve health or prevent those things from ever happening in the first place, you'd choose the second one. Correct?" "That's right." "The third thing you want is actually to spend the amount of money possible over your lifetime on dentistry to achieve that level of health that you said you wanted. What I mean by that is that I know you don't think that I'm a bank and you want to deposit your money here. You already think that dentistry is probably too expensive. Most patients would prefer not to pay for dentistry than to pay for dentistry to achieve the level of health that they aspire to." "Yeah. That's right."
Now, I've built instant bond and rapport, because I can guarantee you almost no dentist has ever told them those things. The reality is it's gonna allow me to do some different things in my practice, because now I tie in this specific element that you have to do. "Now, Mrs. Jones, what I found is that most patients want those three things. When I was in dental school, it's not that this is the dental school's fault or dentist's fault, but we were trained to treat disease. We never really looked at what health was. Our armamentarium, if you will, were crowns, root canals, fillings, things like that. As a result, because we never looked at what health was and we never learned how to prevent disease, we kept getting disease. So, you would end up spending more money to achieve a level of health, and you never got there, because you never understood what actually caused the disease in the first place. And because you didn't understand that, you're just always going through a process of treating disease. Now, what we've done in this practice, you'll notice we do some things different.""
I'm still talking to Mrs. Jones. We do some things different than maybe you've seen in a traditional ..." I'm sorry. Live recording. " ... in a traditional practice. The reason that we do those things is I've tried to create an experience for you, so we help get you those three things that you just said you wanted. We really do look at how do we not just treat disease, but also create health and prevent disease from ever happening in the first place? You'll notice we do things like an interview. You probably never have had an interview with your dentist before you went back in the room and started getting your teeth cleaned and you saw the hygienists first. "Am I right on that?" Nine out of 10 patients will say, "You're totally right." I say, "I just think it's really important that we establish what the nature of this relationship is before we start trying to fix your teeth, when we don't really understand what health looks like to begin with."
You see what's happening here? I'm trying to create my origin story, why I built this practice the way that I did, in the context of how I'm going to help my patient get what they want. This isn't about me, and how great I am, and the TMJ stuff that I do, and me lecturing and creating my sales programs, and all this. They don't care, and yet we do that all the time. We have Facebook live videos and whatever. This is how great our offices. This is our practice. We're amazing. This is all the technology. They don't care about the technology. What they care about is the end result. You have to identify what their end result is. I found that these three universal truths help kind of cut through some of the fat and all the stuff that is said that doesn't actually matter and gets you to the heart of what these patients truly want.
Your action steps are to drill and rehearse the three truths over, and over, and over again. Okay? You have to say this with confidence. If you listened to the way that I said that, you have to make that your own. That's my go-to answer. That might not be yours, but you have to touch on these three things,, in my opinion or some variation of them, so you can build some bond and rapport. If you do that, you will be amazed at how quick patients kind of warm up to you and say, "You know what? I was a little bit weird about this whole interview process, but I understand why we're talking about this." We have to understand the nature of the relationship before we even start. If you do nothing else, if you are a wellness based practice, this transparency in your process will mean absolutely everything I'm telling you, I've seen it over, and over, and over again.
If you're going to take patients on comprehensive care that's not cosmetic or implant work, you have to understand that you have to build a relationship that's different than what they've experienced before. It's not the patient's fault that they ask about insurance. It's not the patient's fault that they're not really health oriented when they come into your practice. They haven't been conditioned and trained that way as patients. They've been conditioned to ask about insurance. They've been conditioned to ask about, "Do I have cavities?" We're going to go into health and disease,, and we're going to talk about the three diseases that most people have. But you have to understand that this process is very systematic and it's set up in a way to help your patients get towards this agreement with you that and what they've been doing in the past probably isn't going to help them get where they want to go in the future.