AE May/June 2021 Vol 30 No 3 - 21

of mental discipline. We start with
challenging conversations that hit
them at their core. Then, we educate
through seminars, individual and
group coaching sessions, book
reports, and tag-along evaluations.
Once we've laid the foundation, it's
on to behavior modification.
EXERCISE 3: BUILDING POSITIVE
MESSAGING BY BREAKING BAD
HABITS
Before you read any further, take
this self-assessment: Think about
the number of times you try
to move someone in a positive
direction mentally or emotionally with the following negative
words: " but, " " kinda, " " just, " " no
problem, " " maybe, " and more.
Guilty? I'd bet on it.
I don't know about you, but I
don't want my refractive surgery to
" kinda " work. I also don't want to
be " just " another surgery. I definitely don't want anything about
my interaction with you to be a
" problem " -even if it's qualified
with a " no " in front of it. The mind
is conditioned to react to the words
it receives. So, any time we introduce a negative or less-than-positive
qualifier into our communication
we are inducing cognitive dissonance in the prospect.
EXERCISE 4: DRILLING,
COACHING, AND EMBRACING
ACCOUNTABILITY
I grew up playing every sport I
could. In my small rural town
they were enough to keep me busy
seasonally. As time grew on, I
gravitated toward wrestling. It is a
grueling sport that requires incredible will, discipline, determination,
and toughness. It is legendary for
producing tough-minded, resilient individuals.

Part of the program was the
rigorous process of repetition. John
Smith, an Olympic gold medalist,
revealed to us at a summer camp
that he had to complete 500 perfect
single-leg takedowns each day before
his training was complete. He is still
regarded by most as the finest lowlevel, single-leg-takedown specialist
in the history of the sport.
Similarly, becoming the finest
counselor in refractive surgery
requires repeatedly honing the art
and skill of converting prospects
into satisfied patients. In practice
this looks like the following cycle:
1.	Shifting the paradigm to
see the opportunity coaching can provide (financially
and personally)
2.	Observing in both stressful and
relaxed environments (including
role playing in small groups and
one-on-one)
3.	Providing immediate feedback (often including tough
conversations and managing
high emotion)
4.	Implementing change based on
feedback while observing and
listening in live consults
5.	Conducting off-cycle coaching
and feedback sessions
To some this may sound difficult,
painful, or challenging. I have
found it to be quite the opposite.
The journey to optimal improvement is often the most rewarding
and enjoyable work my clients and
I ever do. Once we break through
the critical noise inside our own
minds and emotion, seeking and
achieving greatness is fun!
EXERCISE 5: ADOPTING THE
CONTINUOUS IMPROVEMENT
METHODOLOGY
A historical study of great people
and great companies reveals that

their greatness didn't come from
achieving a goal or standard one
time. It reveals that once they
ascended the mountain, they persisted in the pursuit of perfection.
If you want your counselors
to maximize profits by maximizing conversions, you must insist
on and implement a process of
continuous training, feedback,
coaching, and accountability
sessions. Humankind has a habit of
regressing. The majority of people
simply do not achieve their greatest
potential on their own.
Therefore, achievement of a
particular conversion goal for the
practice is only the beginning. Just
as we can add a pound or two of
muscle by introducing new and
better training techniques in the
gym, your counselors can always
add a point or two to their current
conversions if you never relent on
your process of improvement.

"

When was
the last time
you were
successful
cutting
costs and
improving
customer
service?

SUMMARY
No path to self-actualization or
organizational excellence is easy.
If you're looking to make 2021 a
recovery or record-setting year, it's a
good time to gear up for what's left
of it and get your team performing
at the highest level ever. In my
nearly 20 years of refractive practice
management and coaching I'm yet
to find a willing organization that
can't improve in bottom line results.
Now you know five simple steps.
Get started today. AE
Kurtis Wankier (702373-2453; kurtis@
neonbrand.com) is CEO
of NeONBRAND,
Las Vegas, Nev.

www.asoa.org // AE

21


http://www.asoa.org

AE May/June 2021 Vol 30 No 3

Table of Contents for the Digital Edition of AE May/June 2021 Vol 30 No 3

AE May/June 2021 Vol 30 No 3 - Cover1
AE May/June 2021 Vol 30 No 3 - Cover2
AE May/June 2021 Vol 30 No 3 - 1
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AE May/June 2021 Vol 30 No 3 - Cover3
AE May/June 2021 Vol 30 No 3 - Cover4
https://www.nxtbook.com/ygsreprints/ASOA/ae-may-june-2021-vol-30-no-3
https://www.nxtbook.com/ygsreprints/ASOA/ae-march-april-2021-vol-30-no-2
https://www.nxtbook.com/ygsreprints/ASOA/ae-january-february-2021-vol-30-no-1
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_sept_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_july_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_may_jun_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_mar_apr_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_jan_feb_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec19
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct19
https://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
https://www.nxtbook.com/ygsreprints/ASOA/g105962_ae_mayjun19
https://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
https://www.nxtbook.com/ygsreprints/ASOA/g103212_ae_janfeb19
https://www.nxtbook.com/ygsreprints/ASOA/g99529_ae_novdec18
https://www.nxtbook.com/ygsreprints/ASOA/g97160_ae_septoct18
https://www.nxtbook.com/ygsreprints/ASOA/g96528_ae_julyaugust18
https://www.nxtbook.com/ygsreprints/ASOA/g93925_ae_mayjune18
https://www.nxtbook.com/ygsreprints/ASOA/g92298_ae_marapr18
https://www.nxtbook.com/ygsreprints/ASOA/g89361_ae_janfeb18
https://www.nxtbook.com/ygsreprints/ASOA/g86698_ae_novdec17
https://www.nxtbook.com/ygsreprints/ASOA/g81746_ae_septoct17
https://www.nxtbook.com/ygsreprints/ASOA/g80299_ae_julaug17
https://www.nxtbook.com/ygsreprints/ASOA/g77256_ae_mayjun17
https://www.nxtbook.com/ygsreprints/ASOA/g74401_ae_marapr17
https://www.nxtbook.com/ygsreprints/ASOA/g72340_ae_janfeb17
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec16
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct16
https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb16
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct15
https://www.nxtbook.com/ygsreprints/APTA/g52750_apta_25ada
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julyaug2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
https://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no3_ezine
https://www.nxtbook.com/ygsreprints/ASOA/asoa/asoa_summer_2013
https://www.nxtbook.com/ygsreprints/ASOA/ehr_cust_survey_Apr2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no2_2013_ezine
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