Releasing the Yes in the ROF

Hey there, and welcome back. I'm Dr. Vince Leone, executive producer and co-host of the Practice Builders Podcast. With my partner in crime, Dr. Kyle Pankinen, we deliver proven strategies to help you grow fast, specialize with confidence, and build profitable staff-run practices. Let's go ahead and dive into today's episode now. Hello, and welcome to the Practice Builders Podcast. My name is Dr. Vince Leone, and Dr. Pankinen has the day off today, so we're gonna do a single doctor pod today, but really excited. About this particular topic. So this is called Report of Findings Mindset: Releasing the Attachment to Yes. And before we dive in here, just want a quick announcement. Our announcement, we have now opened the registration for the Decompression Summit Certification, and we are in the early bird phase right now. So you save $100 on registration and Link is in the podcast notes, um, but that is September 25th through 27th in Dallas, Texas, uh, Las Colinas actually. Beautiful Omni Hotel in Las Colinas. This is our 4th annual and in my opinion the biggest, um, and best, uh, summit for decompression doctors, those doctors serious about upping their game. And we're covering all aspects, deep on clinical systems, Marketing, report of findings. We have concurrent staff training. It's just a phenomenal event. We had over 100 doctors last year and staff members, and we are opening up the big room. So we're— our target is to get 150 doctors and staff this year and just help more doctors grow. So go ahead, check out the link to the summit registration. Early bird ends soon. So Um, let's go ahead and dive into this micro-training, um, uh, what we're calling again, uh, releasing your attachment to the yes. Um, and essentially it's how emotional attachment to the yes, that basically the patient saying, yes, I'll move forward with care. It hurts your conversions and lowers, uh, enrollment and obviously also puts you in an inferior position. So what is, uh, What is the hidden problem here? Well, a lot of doctors when they're playing, and I consider this the big leagues, right? So you're swimming in the deep end of the pool, if you will, where we are offering high-value cash services anywhere from $4,000 to $6,000 for decompression plans or knee plans or neuropathy plans. We focus on decompression here at Specialized Practice, but point being is— The concern or the problem that doctors have is this pressure inside, right? When they're in these report of findings, I need this patient to book. I need this patient to say yes. I need this week to turn around. I need proof, you know, that the ads are working. Patients can feel that pressure because it's an energy. And when you need the outcome too badly, Man, your energy just changes. And again, that, you know, is felt subconsciously by the patient because it's, it's essentially, it smells like desperation. And that is a repellent, right? Confidence is an attractive energy. So, um, we are trying to address that aspect, uh, with this training. And I don't want this to be a woo-woo thing. I mean, um, Look, there is, uh, 100% value in showing up in the most confident way. And so we're going to also throw in some tactical things that you can work on as well. So what does neediness look like, or what does desperation look like? In other words, like, how does it present to the patients? Well, you may talk too much. You may over-explain things. You may lose certainty in your recommendations. You may rush through the pricing. You may soften your recommendations. You know, if you feel like they're— they need a full protocol, you may soften that because you think, you know, they can't afford the full protocol. You may avoid direct questions. You may take objections personally. You may feel defeated by a no. So all of these things, they lower trust and they weaken your authority. So Here's the truth. Your job is not to convince anybody to move forward with care, okay? Here's what your jobs are in the report of findings and in the evaluation process in general. Diagnose properly what the condition is. What is the primary pain generator? Explain that problem in simple-to-understand terms. You know, my dad would always say, hey, if you got a 25-cent word or you have a $5 word, use the 25-cent word. If the patients don't understand what you're talking about, It's going to create confusion, right? So what we, what we want is clarity. Clarity equals confidence. So confusion essentially creates a no. So we want to explain the problem simply. We want to recommend the best path forward, i.e., what is your best recommendation? In other words, if it was your brother or your mom and pricing was not an issue, what would you recommend? And then we want to invite the right patient into care and then let them decide. So that is leadership. That's not pressure. Now, why does detachment— detaching yourself from the yes— why does that convert better? Well, the less that you need each lead, the better that you'll often perform. Now, why is that? Well, it's because a calm nature converts. Now, why would that be? It's because the patient is typically Not calm, right? They're in pain. They're most likely on medications. They've been having high stress in their life due to the effects that the condition has had on them. So when they meet that different energy, right? So they're coming from this kind of frantic, kind of buzzy type of energy, and they meet a calm, confident energy that is attractive. Right, so calm converts. Confidence converts. So in other words, if your doctor, and you have a serious back condition, and your doctor is showing complete confidence that they can help, he or she can help you make that transformation and have that kind of life-changing outcome, that converts. Clarity converts. Again, if the patient doesn't understand What you're recommending, why you're recommending it, why it's better than all the other therapies that could be available to them. If they don't understand that, or they don't understand what, say, spinal decompression does, if they don't understand that it creates a pumping motion that creates a negative pressure in the disc, allows the disc to hydrate naturally. If they don't understand that, well, they're not going to invest, right? It's like if someone came to you with this amazing real estate deal, And you're like, um, I don't know what a cap rate is. I don't know what my investment looks like in 5 years. You're not going to invest in that, right? So it's the same thing in this situation. And then finally, certainty converts, right? So desperation does not. So patients want guidance. They do not want pressure. So what we want to do is shift from outcome-focused to the process, right? So we want to become process-focused, not outcome-focused. And really, you want to zoom out, right? And don't judge yourself by one consult, okay? And what helps to do this is tracking your scoreboard, okay? So, uh, and you know, this kind of goes more into data, but just quickly, hey, how many leads are you getting each month? And I'm not saying from Facebook. How many people are either calling the office from referrals, Facebook, Google, TV, radio, newspaper, streaming, whatever your multiple sources are. And by the way, if you're only doing like, you know, one, or you just build it trying to build a practice with referrals, that's a, um, kind of a slow road to frankly mediocrity. Um, it's not typically going to build a high-value cash service, right? Like decompression, neuropathy, knee pain. It'll grow a general chiropractic practice, right? But it's not going to, you know, help you add $20,000, $30,000 a month in, you know, 90 days. So anyways, how many leads came in? How many consults booked? How many consults showed up? How many reports did you deliver? How many starts did you have? How much revenue was generated? And then what does your follow-up, uh, rate look like? You know, in other words, if you have, you know, say you have 10 consultations a month and 5 start care, we have 5 patients every single month that went through your process, sat with you on day 1, sat with you on day 2, you explained the whole thing, and then they decided not to move care for, or they decided not to move into care for whatever reason. Well, they most likely will still have the condition. So you do want to have a follow-up process. This is not the time, you know, on this podcast that we're going to address what that, you know, the various methods to do follow-up, but suffice it to say, you should have a follow-up process. 'Cause these are very warm, you know, patients. They are looking for care and, you know, finances change. Motivation changes. And so you do want to stay in touch with them. So one no really means nothing in a real system. You want to make sure that you zoom out and you have enough data so that you're not responding to an aberration, but only to a trend, if that makes sense. So let's talk about some tactical fixes that you can employ. Hey there, it's Dr. Vince. And if you're getting value from this episode, please make sure to hit that subscribe button so you never miss an episode. And if you know another doc who's ready to grow their practice, share this with them. It might be exactly what they need right now. Thank you in advance. And now back to the show. So first of all, um, you know, low lead flow, it— that will definitely create, you know, some pressure on you. Um, so because when consults are scarce, you know, every lead feels just too important. Right. Objections hit harder. You press too much. You just, you know, you just need this patient to enroll into care. Confidence will, of course, drop. So more opportunities equals less pressure. Okay. So that's a marketing issue. Again, not going to cover marketing on this particular podcast because that is a massive topic and we have quite a few other podcasts on that topic. So definitely— Um, you know, go listen to those. But you, you know, if you're going fishing, you want as many poles in the water as possible, right? So, um, and I always encourage doctors, hey, if you want to grow your practice, uh, learn to love marketing. Um, and, you know, just if you don't like the word marketing, think about it as, hey, how do I reach more people? How do I help more people? And, and then, you know, fall in love with that. Um, and that will help you on the marketing side. So anyway, so that's fix number 1, got to increase your opportunities. Fix number 2, get curious, not salesy. So instead of trying to close, quote unquote, close a patient, just ask some better questions. And a lot of times, um, you know, we probably should be doing this in the consultation, but you can readdress in the report if you feel like it's stalling. But hey, you know, Mrs. Jones, like, how long has this been affecting you? What have you had to stop doing because of this condition? You know, what worries you if this continues? You know, what does life look like in 2 years or 3 years if this just continues on and potentially gets worse? Like, you know, is that going to affect your work? Is it going to affect your home life? Is it going to affect your relationship with your kids, your grandkids? Like, what does this look like? And then what would life look— what would life look like if this was solved, right? If we were able to fix your back condition, what does life look like then? So it's, you know, a little bit of future pacing, but here's what we want to do as doctors, as leaders in the relationship. What we want to do is make sure that We can essentially show them the cost of inaction, right? Because there is a cost of inaction. There is a cost of not moving forward or just not addressing the situation. So we're not trying to scare the patient. What we're trying to do is let them know and essentially open up their mind to, hey, you know, if I don't address this now, you know, what happens? Because that 100% should be in, you know, the matrix of the decision. We want to be looking at it from all angles. And part of the angle is, or, you know, one of those angles is, you know, if I don't do something, how will that affect me? Um, so again, not trying to scare people. We're just trying to set, um, you know, get them to think harder about this, get off the money and get more focused on what's really important, which is their health, right? So, um, understanding builds trust. Now, fix number 3, um, stay calm during objections. Now, I always, you know, coach our doctors up that objections are very good. Objections are a good thing. Why? It's because they're still interested. You know, so the common ones, right? I need to think about it. I need to talk to my spouse. This is too expensive. So again, this isn't a training on how to overcome these objections, but very simply, just some, you know, very common responses that we train on. I need to think about it. Completely understand. So what, what are you unclear about? You know, we're— I'm here now, right? What? Are you not sure about? What did I not explain properly? What do you need to know to make this decision? I need to talk to my spouse. Well, absolutely. Totally encourage that. By the way, spouse should be at the ROF. But, you know, totally understand. What do you think will be most important for them to know? You know, and then provide that information and then set up another ROF with the spouse. It's too expansive. Expensive? Hmm. Compared to what? I mean, if this was to affect your ability to work, would that be too expensive? You know, so it's okay, in my opinion, to push back on some of these objections. Again, this is not an objection training. I'm just giving you a quick, you know, you know, my opinion on this. It's okay to push back. On these things. Because again, as the doctor in the relationship, the leader in the relationship, you need to be the alpha, the patient needs to be the beta. And again, it's not in a dominating format. This is— they're seeking your expertise. And again, that's why it's so important to be a true expert in disc and spinal decompression, because then you can lead. If you are uncertain on your recommendations, if you are uncertain certain on, you know, your ability to fix this patient, um, you can't lead, right? It's, it's, you know, you're just— the two of you are just going around in circles, um, because there's no leader. But when you are confident that you can help the patient, you can push back a little bit. Well, is it? I mean, look, uh, $5,000— it's $4,000. I get it. It's not, it's not nothing, but I mean, look, what does life look like in a year when you can do all the things that you talked about, right? You can perform properly at work. You can play 18 holes without being in pain. You can exercise with your spouse on a regular basis and get that relationship back. You can play with your grandkids. You can go on vacation and not kind of feel like you're wasting money. Example after example after example. But the key here is— You know, don't take objections personally. They're a good sign. And by the way, you should have answers to all of these. You know, this is part of playing in this higher level of the game. You should have answers that you've already, you know, you know, kind of— I don't know about practice, but sure, you certainly could. But you're gonna get the same objection every time. Right? It's spouse, it's timing. Then you think about it, it's expensive. You know, I'm going on vacation. I don't know if I can, you know, fit it in my schedule. Like, you need to have responses for all these. Don't try to, you know, go under live fire and figure this out. Like, you know, that's part of becoming a true pro is like, hey, I know the objections I'm going to get and I'm going to practice them. Sure, go ahead and practice them. I'm going to have a good response, one that can, again, convey my confidence to the patient. So stay steady in that conversation and stay curious. This is kind of the Socratic method. So now, okay, you're going into the ROF. Highly encourage you, Just get in a good state of mind. So, um, like Tony Robbins talks about this, getting into a higher state. Um, if you are, you know, treating 7 patients and, you know, grabbing paperwork off the assistant's desk and then, and then rushing into the ROF, is that a good state of mind to, you know, properly go through an ROF? No, no, it's terrible, right? Take three minutes. Take two minutes. Get their file. Go into your private office or another room somewhere where you just have a little bit of space. Review it. Make sure that you know, you know, okay, this this is the patient's name. This is the oh yeah yeah okay I know Miss John Smith all right. So review the file. Do some box breathing right. Inhale for four seconds. Hold for four. Exhale for four. Hold the exhale for just. Do some box breathing, very common stuff, bring the temperature down internally, get in a good confident state, and then go into your ROF, okay? Because if, you know, from a purely financial and a business standpoint, every one of these patients is worth $4,000, $5,000, $6,000. You don't think that's worth taking 2 minutes to properly prepare yourself? So there is, again, there's a way to go about this correctly and there's a way to do it incorrectly. But you just want to be thinking, hey, my job here is to serve, right? My job is to lead, not chase. My job is to present my recommendations clearly and professionally. This is the mindset that you want to go in. So for the next reports, your next 5 reports, just write this down before you go in. Hey, I don't need this person to say yes. I need to show up in the right way, in the right mindset. I need to show up professionally, powerfully, with confidence, and so I can lead this patient. So just try that with just 5, okay? Just 5 reports. Try this process and see if you don't get a better outcome. 'Cause I guarantee you, whether they say yes or no, you will feel better about it, right? And how your energy is, is how the practice goes. Again, don't worry if 1 or 2 don't sign up. The point being is how do you feel? How do you present yourself? And how do you walk out of the room, whether they signed up or not, and how do you feel doing that? So after you do all this, you know, try this for a week or 2 weeks and then review your results. And I think you may find that the moment you kind of stop chasing, you have that bad energy, is the moment that conversions start to improve. And you start to get patients wanting to work with you, talking about you, referring patients to you because You're showing up in a higher state. So that is our podcast for today. I hope this was helpful for you. Um, this is our Releasing the Yes in the ROF. And oh, I actually kind of like that title better— Releasing the Yes in the ROF. I think I'm going to change it up. That's the new— that is the new podcast title. So anyways, I hope this was valuable for you. Again, if you're enjoying this, please share this with a colleague. Uh, we're Always wanting to help more doctors, uh, with these podcasts and these trainings. Um, and again, if you are interested in growing decompression, um, well, you have 2 options, right? You can go check out the Decompression Accelerator. This is our 90-day sprint at specialized practice, just getting amazing results. I mean, just, it's crazy. Every— I mean, just yesterday, uh, Dr. Michael Mack, man, he just had the biggest march in his entire career. Um, And he's only been with us 30 days. Dr. Reynolds doubled his practice in 60 days. I mean, this, the results just happen again and again and again. So if you wanna grow decompression the right way, the Decompression Accelerator, our 90-day sprint, is phenomenal. It's everything you need. It's an end-to-end solution, clinical systems and marketing. And then if that's not the right thing for you, and by the way, you can check that out at decompressionaccelerator.com. Um, and/or, uh, sign up for the Decompression Summit in September. It's gonna be awesome. And again, the link for that is in the show notes. So I'm Dr. Vince Leone. Thanks so much for tuning in today, and we'll see you on the next episode. Hey, it's Dr. Vince again, and hope you enjoyed that episode. And if you're ready to grow your practice fast with high-value decompression patients, then the Decompression Accelerator Could be a phenomenal option for you. This is our 90-day sprint to help you scale with proven systems, staff-driven protocols, and full marketing support, and it's all guaranteed. Spots are limited. Head to www.decompressionaccelerator.com to learn more.