Dentaltown March 2021 - 33

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thinks that recording the calls constitutes
telling them how to do it right, you're
dead-wrong. You actually still have to
train them! Human capital fi rst, then
marketing.
A guy calls me up, he's getting
50 patients and they're all advertised,
and I'm telling him he is in deep, deep
trouble. Because the number that matters
is the number of patient referrals as a
percentage of their entire population. You
should be over 50% patient referrals. You
would have a great culture because culture
is also what your patients say about you.

HF: So you're saying that if you have
a great culture, your word-of-mouth
referrals should be over 50% of your
new patients?
JG: Yes. Your human capital is trained
correctly so when the patient comes in,
the experience is all about them. Most of
the work is about patient-centricity, which
is basically a team member saying, " You
know what I'm going to do for eight hours?
I'm going to put myself second and put
the patient first in a system that's designed
to make the patient feel a certain way. "
HF: At your events, there are guys
from towns like Reno, Nevada, who are
just crushing it. The mindset of your
followers is unbelievable.
JG: I appreciate that comment and-
I tell them this, but it's true, I don't have
a client I don't like. Part of the reason is
culture! You're going to one of my events,
there's not an excuse-making culture or a

whining culture. They're there to do what
we need to do. I think I have a great job,
and it has been a tremendous journey.

HF: I still think the fundamental
thing: My own friends in this town, they
don't even know how many incoming
calls went to voicemail and were never
answered.
JG: There's no doubt that every process
has a start, and a finish, and why someone
wouldn't fi x the start. ... I mean, why
is it that someone can be so naive that
they would go and try to fi x the back of
something, and not the front? Talk about
making things more complex than they
need to be.

We suffer from something I never
thought I'd suffer from: People think
they know what we do, so they don't want
to do it. So today, we have something
called a Blueprint Day where basically we
walk [clients] through and look at their
history, figure out what their growth rate
is, talk about their goals and figure out
what they want.
So, today, I'd say, " You could get a
Blueprint Day, you could certainly start
with something related to our new-patient
phone program, or come to one of our
events. " Because I'm always like, " Look,
I want someone to come hear what I have
to say, figure out if you like our culture.
Don't judge it from afar. Come in. " ■
dentaltown.com \\ MARCH 2021

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2/18/21 2:38 PM
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Dentaltown March 2021

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