Read time: 4 minutes.

At a glance:

• Quote:

• Picture

• What I’ve Learned

What I Learned:

They were divided into 3 teams.

Each team had to convince the group why they should be picked for treatment.

Team A went first.

Tracie stood up:

“Hello, umm.. our practice is one of the best in the city. We do aligners, braces, clear braces, and lingual braces. You’ll never have to take a gooey impression, and our doctor prides himself on his results. In fact, we’re the only certified provider in number of cases treated and have been rated as the city’s top practice for three years in a row. That’s why you should choose our doctor.”

Applause. Murmurs.

Team B was next.

Sarah stood up:

“Well… we not only do everything you just heard from Team A… but we have lower payments and greater flexibility with our remote care, and our doctor uses the latest technology. That means a reduction in the number of appointments for you as a busy parent. Choose our doctor for both great results and treatment times, as we know your time is just as important.”

The group gave another round of applause.

Team C was last.

They didn’t have all the accolades nor the technology of Team A or B.

They didn’t have any awards to their name.

They never mentioned price, payments, or how they took impressions.

They just said this:

“Our doctor was bullied as a child…

She had two front teeth that stuck out, and every kid in her class called her a ‘dork.’ She often pretended she had a cold when she spoke so that her hands would hide her smile. She was embarrassed, ashamed, and ate her lunches alone in a bathroom stall to avoid any attention.

But her childhood orthodontist changed her life.

Over two years, she went from looking like this (*old picture*) to this (*new picture*). She was so transformed, changed, and emotional that she dedicated herself to providing the same level of service to her own community.

She promises any patient that they will stop using their hands to hide their smile…. and start using their hands to point to their smile.

…And she won’t stop until that happens for you.”

Who do you think won the start?

Simon Sinek has a point.

“Patients don’t buy what you do.. they buy why you do it.”

Every single orthodontic practice knows what they do: They give patients a beautiful smile.

Most do a great job at this.

They wouldn’t be in business if they couldn’t.

Some even have great technology to assist them. How they treat is a differentiator, no doubt, and it transcends anyone’s what. Patients want a great smile in less time and more flexibility. That’s something I actively sell to practices.

But I can’t sell a why.

Why is this practice different? Why is that important?

Because it’s in your Why that catapults your practice to win over anyone else’s what or how.

Why Me. > How I treat. > What I offer. 

^{*Story, reference, and source material based on Start with Why: How Great Leaders Inspire Everyone to Take Action. Portfolio, 2011. Link Here.}