Welcome to FREEDOM WEEK, baby.
Independence Day is Friday. So let’s talk fireworks, hot dogs, and all things ‘Merica this week.
Today’s lesson comes from the great American philosopher Joe Dirt.
There’s a scene in the movie where Joe finds a struggling fireworks stand. The owner, Kickin’ Wing, is complaining about his terrible sales.
Joe asks why he only sells two types of fireworks. Where are the spleen splitters? The whisker biscuits? The hoosker doos and hoosker don’ts?
Kickin’ Wing’s response: “Because snakes and sparklers are the only ones I like.”
This is where Joe drops some wisdom:
“That’s the problem, brother! It ain’t about you. It’s about the consumer.”
I’ve made this exact mistake. Multiple times actually.
I wanted to offer THIS particular service. I wanted to sell THESE certain products. Because that’s what I liked. What I thought was important.
But here’s the thing with clients / customers / patients…
They don’t much care what we like. Your patients have their own reasons for choosing a procedure: fun, adventure, safety, cost savings, vanity, freedom, etc etc
All these reasons, all across the board, and everyone prioritizes different ones.
So if you use the same words, ask the same questions, focus on the same benefits with EVERY patient…
Sure, you’ll convert some of them to surgery. But you’ll also miss many opportunities because you aren’t connecting with each patient’s priorities.
Just like Kickin’ Wing missed customers who wanted more than snakes and sparklers.
So how do we figure out what a patient’s priorities are? We use DISC profiling to figure out what makes people tick.
When you know someone’s personality type, you can easily figure out their communication style and their priorities. And when you know their priorities, you can speak their language.
And armed with that skillset, you have a lot more to offer than Snakes and Sparklers.
Talk soon,
Troy Cole “Joe Dirt was ahead of his time”
PS – Now is a great time to plan for end of summer / back to school / fall coaching programs with our DISC for Doctors & Teams. (At least that’s what the market is telling me because we’ve had a bunch of practices reach out about it.)
And we have some bonuses happening right now for anyone who gets a coaching session on the books. For details on our killer, transformative programs and special bonuses, reply “DISC me!” And I’ll shoot you the info…