I live 130km outside of Sydney. The drive to Sydney is mostly motorway.
Sometimes when I drive this trip I will see a car travelling in the outside lane that is not meant to be IN the outside lane.
You know what I mean, they are driving too slowly to be in the overtaking lane.
Aren’t these types of drivers annoying?
Sure, they get to their destination EVENTUALLY, but along the way they waste so much time and cause significant disruption to other drivers in a process that should be a very simple.
But is “SLOW” always the best way to go?
Many years ago in the Mt Panorama Bathurst Motor Race an entry was received from a street car standard Volvo… it was a nightmare for all the supercars as they had to negotiate their way past this annoyingly SLOW car that entered the race just to “prove a point”…
Going the “SLOW” way is not always the wise way…
Taking it slow is not always smart.
If you needed to travel from New York to LA, would you do it by plane, or by car?
Or by horseback?
Or by bicycle?
The guy on the bicycle thinks that he’s making good progress, until a car goes whizzing past him…
And the guy who flew, well he’s down at Long Beach sipping Mai Tais and watching the sunset…
There’s a couple of important lessons here:
The first lesson is, that if a long journey is going to take a longer time or a shorter time to complete, most people given the choice will want to complete the journey over the shorter time so that they can then spend the time saved DOING SOMETHING ELSE.
The second lesson is this:
It makes sense to think “Bigger Picture” most of the time about things.
This includes asking the question:
“Is there a better way?”
And if there is a better way, why am I NOT DOING things in a better way?
Because results are only “relative”…..
You will always win the GOLD MEDAL when you’re competing in a competition of only one.
It is only when we have a point of reference that we can truly gauge our performance.
Way back in 1992, my dental practice was producing and collecting double what the average dental practice was producing, and I thought that was pretty good.
And in 1996 I was still producing double what the average dentist was producing, and I was at peace with the world, until I met a dentist who was doing double what I was doing….
And all of a sudden I needed to know more.
Because my POINT OF REFERENCE had been shattered by reality.
Over the following fifteen years from 1996 to 2011, I increased the collections at my dental practice by a multiple of 8.5X, because each and every year I sought out for myself an answer to this question:
“There must be a better way….”
Today I spoke to a dentist who told me that his practice was adding sixty thousand dollars each year to its annual collections, and he thought that this was OK…
So I asked him this:
“If I could show you a way to add one hundred and twenty thousand dollars or more each year to your annual collections, would that be worth looking at?”
Because results and improvements without a comparison, are irrelevantly not relative to anything….
And funnily enough…
And funnily enough, we live in a land where the population are geared to drive miles out of their way to buy cheaper petrol for their car and save a few cents per tankful…
And yet some dentists happily concede hundreds of thousands of dollars each year to insurance companies setting the fees they can charge, just to be “in network”, or to be “preferred providers”, just so they can be busy and not be profitable….
Hundreds of thousands of dollars each year….
Here are the real numbers:
In any population, 20-25% of the population will do business with you and not be concerned how much your competitors are charging, because they are more than happy with the service you provide and consider it to be a fair price for what you charge them.
According to the Pareto Principle these same clients will provide you with 80% or more of your income.
Your aim as a business owner should be to look after these 20-25% of your clients and encourage them to visit more often and refer to your business more often.
You cannot fail in dentistry by building a dental practice that caters for and panders to the wants and the needs of this very specific 20-25% of the population.
Trying to work out [on your own] how to do this in your dental practice is serious SLOW LANE mentality, that will fail.
The ship will have sailed by the time you work it out.
There is a FAST LANE APPROACH….
Good advice is worth paying for. It’s worth paying for over and over and over.
Paying for good advice gets you to your destination far more quickly.
And its only then, while you’re sipping on that third Mai Tai, that you realise the benefits of your wise choices.
And not the regrets…
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The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.
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