In case you aren’t in the loop, I’m doing a physique competition in December.
“You mean where you get on stage and prance around in a little speedo and a spray tan?”
Sorta. Apparently the “physique” category requires board shorts. So I have that going for me. But yeah, definitely the spray tan.
I have no idea how any of this works. It’s all new to me, and I’m learning a ton as I go.
“Why are we talking about your modeling career, Troy?” First off, it’s not modeling, OK?
Here’s why: Because I share anything I learn that can help you level-up your practice, your conversions to surgery, your team and/or your life.
And what I’m learning as I prep for a physique competition is highly useful to your practice growth strategy.
So you’ll be hearing more about this in coming weeks as I distill and apply these lessons. I already see ways they are super-charging my business, and I know they can do the same for you.
Let’s talk about borrowing belief.
I met my trainer “Chop” in August of 2018. It was 2 weeks after my mom died from cancer, and I was in a bad spot.
I was exhausted – mentally, emotionally, physically. And I had already been overweight and unhealthy for a few years anyway. I just felt… bad. In a number of ways.
I needed to do something. Some thing. A new hobby, an activity to get my blood flowing, get me back in shape, get some frustration out.
So I went to visit a local gym I’d heard about – Body by Chop – to try a HIIT (High Intensity Interval Training) workout.
And I liked it. And I signed a membership. And I started attending several times a week. And my body (and mind) began to transform.
I even did a couple of Chop’s ‘6-week challenges’ which were fairly strict in terms of workout and meal plans. And that accelerated my transformation even more.
Then about 6 months ago, it started…
“C’mon, Young Troy. Just do it with me!” Chop is nothing if not persistent.
Running fitness classes isn’t Chop’s only gig. He’s also a personal trainer, and he has a bodybuilding team that competes in shows around Texas.
Chop saw my transformation and thought I had what it took to compete. So he asked me to join the squad.
He asked every week. Every week I said no.
I don’t have time. I can’t commit to that. I’m not interested. I’m happy where I am.
👆 These were my excuses disguised as reasons. The real reason – the main reason – I just didn’t think I could do it.
But his persistence worked.
And when he asked me one Thursday at the end of the summer… for some reason my answer was different. I said, “You know what? Let’s do it. If YOU think I can do it, then I can get on board. Tell me what to do.”
See, I didn’t have my own belief in myself. So I borrowed his.
And here’s the thing: As soon as I started his plan, and I followed the path, and I did what he said to do… even when some of it made no sense to me…
I started to see the results. Actions breed results which breed belief. My own belief. I’m seeing and experiencing it for myself. And I don’t need to borrow his anymore.
So how does this apply to growing your practice…?
“Borrowing belief” is something I’m reminded of each week as we launch new practices in our bootcamps.
We have every bootcamper – phone team, techs, counselors, even front desk – complete intake surveys, so we can hit the ground running and help each of them overcome their particular challenges.
And many times, the actual cause of a challenge – inability to speak confidently about a procedure, difficulty handling pricing objections, etc – is rooted in a lack of belief.
A lack of belief that the results are worth the investment.
A lack of belief that your practice is the best in town.
A lack of belief that a $15,000 procedure could actually be the best money someone ever spent.
Whatever the issue is, we help our bootcamp members borrow belief as we teach them to create it on their own.
We coach them on techniques of borrowing belief from us, from their surgeons, from their patients, from their patients’ families, from scientific studies, from their own personal life experiences.
And it works. Just like it worked for me on my fitness journey to the physique show.
This concept of “borrowing belief” is not often talked about, but it has so much utility. I encourage you to leverage it with your team and even within yourself.
What is it that you’re trying to do? Where are you trying to go? Where do you or your team lack belief to make it happen?
Life is short. Windows of opportunity are small. Now is the time to make moves, take advantage and kick ass. Borrow some belief and let’s go.
– Troy “Don’t Stop Believin” Cole
PS – I am loosely documenting this physique show journey in my Facebook and Instagram stories. And I’m always dropping marketing and sales nuggets there too. So give me a follow if you’re interested in learning more about how this physique show thing turns out…
PPS – If you want a surgery schedule full of premium patients, it’s your team that’s gotta make it happen. Period. So if you want to talk about getting your team firing on ALL cylinders, hit me up and let’s have a conversation.