DR. ACE GOERIG
OWNER & CO-FOUNDER
Last week, I was discussing the growth and success of a coaching client with my team. By implementing Endo Mastery systems, the client had added over $750,000 to their take-home profits in the last year compared to the previous year. At the same time, their stress level has plummeted, their team is happier, and the doctor is loving their practice and life at a whole new level.
Real-life success stories like that are unbelievable and incredible … and that’s the fundamental challenge we were discussing. When we can help doctors create success that is literally best described as defying belief or credibility, how do we communicate those stories in a way that motivates other doctors? How do we help doctors overcome their instinct to disbelieve when the results are so amazing and disproportionate to their own experience?
Doctors trust other doctors more than they trust marketing claims but putting a figure like $750,000 in a client testimonial is difficult. First, a lot of doctors don’t want their income exposed in such as public way. It’s regarded as impolite in many circles to talk about your income so openly. So, we’re often left to describe success in abstract terms like percentages or case numbers, which don’t have the same truth-telling effect.
Now, I agree that $750,000 is an eye-popping number. But would your reaction to $500,000 be any different? It’s still disbelief from most doctors. What about $250,000? That would nearly double the take-home income of the average endodontist, so it’s still in the realm of incredulity that would trigger the inner critic of many doctors.
Blind Spots and Incremental Mindsets
Most doctors are tied to the mindsets around their current practice systems, team dynamics, schedule, referrers and economics. They’d be happy with 10% growth in a year, which is such an incremental way of thinking that is driven by blind spots doubting what can be achieved. That’s why the first reaction to learning about what Endo Mastery does for clients is, “How is it even possible?”
That incremental mindset and disbelief is also why coaching seems like an expensive cost at first. The client I’ve been discussing had the same wavering concerns at the beginning: “How can I trust these success stories?” and “Will it give me a return that is worthwhile?” Hindsight is 20:20. I wish I could have told the doctor that our program will pay him back over $4 million in the next 5 years.
When you accept that your blind spots are what limits your success, then the only reasonable course of action is to get out of your own way. You need to look at your practice and life differently—in a vision and possibilities way rather than an incremental way.
Inspiring a New Vision
The first step is always finding inspiration to believe in a new vision. I personally want every endodontist to truly know how great their practice and life can be in endodontics. While we can’t put everything into a testimonial, we can provide you with a list of doctors who are happy to talk to you personally and tell you about their experiences on a first-hand basis.