What happens from this now?
The way we think, the way we act, the way we communicate to our patients is from outside to inside. And it is also right that we first tell what we know properly and the last one we know less i.e. what, how and why, etc. But inspired dentist and successful dental clinic regardless of their size and locality, they all think, act and communicate from inside out I.e. why, how, what.
Let’s understand this with an example
Taking the example of the Apple company because most people know about it. If Apple were like any other company, then its advertisement would be like this:- we make great computers.
They are beautifully designed.
Simple to use and user-friendly.
Want to buy one.
And in the same way, we also communicate and we do the marketing of our clinic in the same way.
And that’s how we provide treatment and talk to our patients.
After that, we tell that what we do. We tell how we are different or better than others. Then we want to connect with people. This is our new clinic. We are gold medalist, we have these degrees, we have this fellowship, we have a degree of MDA, we have the latest machine and technology. Come and get your treatment.
This is very common and uninspiring.
Let’s see how actually Apple communicates?
Everything we do, we believe in challenging quo.
We believe in thinking differently.
The way we challenge the status quo is marketing our products beautifully designed, simple to use and user-friendly.
We just happen to make great computers.
Want to buy me?
Totally different right!
I just turned the way up. Always remember
People don’t buy what you do People buy why you do it
And that’s why we all want to buy Apple’s computer. But we want to buy more products from Apple like a watch, IPad, Mobile, etc.
And Apple is also an ordinary computer company.
The structure of the Apple company is like other companies only. And the rest of the competitors are equally qualified in making these products. Some of them tried too.
For example:- Dell introduced mobiles and tablets but no one purchased it.
Will you buy a mobile phone from a computer company? Your answer will be NO. But everyday people are buying mobile phones from Apple Company because people don’t buy what you do they buy why you do it.
Customers should not get treatments from us just because we are dentists. They search our WHY too. If your why is money-making then customers will call you greedy and walk away from there.
Remember that our goal is not to provide treatment to every person whom we need.
It should be our goal that every person associated with us puts their belief in our belief. And the interesting thing is that whatever I am telling you here all these things also happen in our body. If you look at the horizontal cross-section of the brain, you will find that the brain is made up of three major components and these all three components relate to Golden Circle.
The outer part and newest part of our brain are called neocortex and it shows the What component of the Golden circle.
This neo-cortex brain is responsible for our whole analytical and rational thoughts. Our language processes here.
The middle two sections of the brain are called the limbic brain and this part of the brain is responsible for our feelings like trust and loyalty. This part is responsible for our decision making too and this part can’t understand our language.
If I say in other words when we communicate from outside to inside then people will under what are the benefits of an implant, what are its procedure, it’s made up of what? They will understand all facts and figures but even then also they can’t make the decision for an implant.
But when we communicate from inside to outside, we directly talk to that part of the brain which controls our behavior. We directly lit its trust and then people believe this thing by applying logic. And this is the limbic brain from where the gut feeling comes.
You must have noticed it many times that you tell everything about treatment and at the last patients will say that you are telling everything right But I do not believe in treatment so there is nothing like this but this is because that part of the brain does not understand the language. If you will ask any person who has Ferrari that why you have bought Ferrari he will reply that for comfort, looks, and speed but in reality this is not the reason. People buy Ferrari for their feelings and status.
And the decision of this status and feeling is taken by the Limbic Brain.
So friends if you don’t know you’re why, you don’t know why are you running your dental practice then patients will report to “what you do” Only. Then how will you sell your costly services? How will you make your patients loyal? And most importantly how will you make your patients a part of your dental family.
I am saying it again the goal is not the only one to provide dental treatment to the patients but take the people who tell your belief their belief.
