#10: The Build-Up Weekly

*If this email was forwarded to you, you can click here to subscribe.

Dear friends and colleagues,

Welcome to the 10th edition of The Build-Up, where we deliver weekly insights and inspiration for dentists on every stage of the private practice journey.

It’s Cinco de Mayo today, so I’ve included a link to my favorite steak taco recipe below. I thought about doing a short video on how I make them, but figured that I should probably stick to videos about how to use ChatGPT in your practice.

(Honestly, I just wanted an excuse to use the taco emoji.)

Here’s what I’ve got lined up this week:

• 🥳 CDA Anaheim: You’re Invited to a Party on Friday Night!

• 📄 Can You Imagine? A Thought-Provoking Article on Happiness

• 🌮 My Favorite Taco Recipe Flank Steak for the Win

• 🤿 Deep Dive: Patient Personality Types and Case Presentation

Let’s get started!

You’re Invited: VIP Gala at CDA Anaheim

If you’re going to be at CDA, my friend Tim McNeely is celebrating the launch of his new book Dental Wealth Nation: 7 Steps to Decrease Taxes, Increase Impact, and Leave Your Thriving Legacy by throwing a party on Friday the 19th from 6pm to 10pm.

In true Tim fashion, it’s going to be a blast. There will be an open bar, great food, and magicians from the Magic Castle. Need I say more?

Tickets are $149 and are available here.

HOWEVER, Integrity Practice Sales is sponsoring the event, so I have a handful of free tickets to give out.

Reply to this email and let me know if you’d like me to get you on the list. Even if you can only drop by for an hour or two, it’d be great to see you there.

Frozen Tundra and the Power of Expectations

Just a few months after the outbreak of the First World War, Ernest Shackleton set off on a journey to traverse the Antarctic. He would not succeed.

His ship, the Endurance, got stuck in the ice and sunk.

Along with his 27-man crew, Shackleton spent 19 months in below-zero temperatures attempting to find food and shelter and make their way to safety in small lifeboats.

19 months.

It’s hard to imagine what it must have been like ringing in the new year, knowing that 12 months have passed and there’s no end in sight.

And the craziest thing? The entire crew survived.

Recounting this story in his article “What Makes You Happy”, Morgan Housel writes the following:

When a patient shows up with severe pain, and you’re able to help, the contrast is what makes that relief so incredible.

On the other hand, life's luxuries can lose their allure when encountered daily. There’s not enough contrast.

Housel concludes that to be happy, you should focus on maintaining the contrast between expectation and experience.

To achieve happiness, it's essential to manage our expectations just as much as we strive to enhance our circumstances (which, needless to say, is valuable).

Certainly food for thought.

And speaking of food…

🌮 My Favorite Steak Tacos

In honor of Cinco de Mayo, I thought I would share my favorite steak taco recipe.

I’ve become known for these tacos, and they are delicious every time.

Be sure not to add the lime juice to the marinade accidentally (it goes into a bowl with a tablespoon or two of the mariade to coat the meat after it’s been cooked). I also wouldn’t use a non-stick pan, but that’s up to you!

Here’s the recipe:

Since we’re on the topic of cooking (and unless there’s lots of popular demand, I probably won’t be doing a cooking section again any time soon), I thought I would share this tremendous bit of advice about salting your food:

I recently ran across this and immediately loved it. It’s incredible life advice - “do not be obscene, but do not fail through your own gutlessness” - and it’s from this article here:

Ok, now let’s get into the main stuff.

🤿 Deep Dive: Patient Personalities and Case Presentation

Picture this:

You're presenting a treatment plan to a patient, and they seem strangely disinterested.

Even though the treatment meets their dental goals and is obviously (to you) the correct course of action, the patient has completely disengaged.

I’m sure it’s happened to you. But it doesn’t always have to be that way.

If you attend to the patient’s personality type, you will probably find that it happens less.

And when it happens less, more patients will say ‘yes’.

If you want more patients to say ‘yes’ to treatment, here’s what you want to look out for:

Patient Personality Types

In our consulting, we use the DISC personality typing system. It’s been around for decades and has been a powerful tool for us in hundreds of practices.

If you want to use another one, that’s fine! There’s nothing particularly special about this one, other than that we’ve used it for a long time, and it seems to work pretty consistently.

So what is DISC?

DISC categorizes individuals into four primary personality types: Driver (D), Influence (I), Steadiness (S), and Conscientiousness (C). Each type has unique preferences and communication styles and responds to information in their own way.

While we all have some aspects of all these styles, most people have one or two dominant styles.

By learning to speak their language (speaking to their dominant communication styles), you'll be able to create tailored case presentations that resonate with your patients.

Identifying DISC Personality Types in Your Dental Practice

Here is some info on each of the four types, as well as a few clues on how to identify each patient's DISC personality type based on their behaviors and communication styles:

Driver (D) type:

• Fast-paced and assertive

• Focuses on results and efficiency

• May appear impatient or direct

• Asks goal-oriented questions

In a dental practice, a D-type patient may:

• Quickly express their concerns or desired outcomes

• Seek information about the most efficient treatment options

• Prefer minimal small talk and a focus on treatment details

• Make decisions quickly and confidently

Influence (I) type:

• Enthusiastic and sociable (the life of the party!)

• Values relationships and positive experiences

• Engages in friendly conversation

• Asks questions about the experience and aesthetic outcomes

In a dental practice, an I-type patient may:

• Be talkative and eager to share personal stories

• Express interest in the social and aesthetic aspects of treatments

• Be receptive to recommendations based on personal experiences or success stories

• Seek a friendly and engaging rapport with dental professionals

Steadiness (S) type:

• Patient and empathetic (like a warm, fuzzy blanket)

• Values support and reassurance

• May appear cautious or reserved

• Asks questions about comfort and long-term benefits

In a dental practice, an S-type patient may:

• Be hesitant or anxious about dental treatments

• Seek reassurance about the treatment process

• Value a supportive and understanding approach from dental professionals

• Focus on the safety, comfort, and long-term outcomes of treatments

Conscientiousness (C) type:

• Detail-oriented and analytical (think Spock from Star Trek)

• Values evidence-based information

• May appear reserved or focused on data

• Asks technical questions about procedures and outcomes

In a dental practice, a C-type patient may:

• Request comprehensive information about treatment options and outcomes

• Be interested in data, statistics, and evidence-based approaches

• Ask detailed questions about the procedures, materials, and techniques used

• Seek a thorough understanding of treatment options before making decisions

Now that you've got your detective skills honed, let's dive into some tips for presenting dentistry to each personality type.

Tips for Presenting Dentistry to Each Personality Type

For example, if you’re presenting dental implants, here are a few things to think about.

We know that dental implants are new, exciting, safe, and proven. (Yes, they’ve been around forever, but there are new advances all the time.)

If you’re presenting to a D or I, emphasize the new and exciting.

If you’re presenting to an S or a C, emphasize the safe and proven.

Small changes like this can make a huge difference!

Here are some effective strategies for presenting dentistry to each type:

Driver (D) type:

• Let them be in charge: Make sure they feel in control

• Keep it short and sweet: Give them the essential info without any fluff.

• Show them the fast lane: Emphasize how the treatment is time-efficient.

• Choices, choices: Present various treatment recommendations and let them decide quickly.

• Bring on the results: Talk about the fantastic outcomes

Influence (I) type:

• Greet them by name: this makes a huge difference for these patients.

• Let's chat: Engage in friendly conversation and really listen to their concerns.

• Share the excitement: Be enthusiastic about the treatment's amazing benefits.

• Tell a story: Share testimonials or personal experiences of other patients.

• The social butterfly effect: Focus on the aesthetic and social perks, like looking fabulous and boosting confidence.

Steadiness (S) type:

• Consistency is Key: These patients love to see the same people in the office every visit.

• Patience is a virtue: Be empathetic and take the time to understand their concerns.

• Lay it all out: Give them a detailed rundown of the treatment process and reassure them about safety and comfort.

• Trust the process: Emphasize the long-term benefits and proven track record of the recommended treatment.

• Curiosity encouraged: Invite them to ask questions and provide thoughtful, thorough answers.

Conscientiousness (C) type:

• Be sure to start on time: C’s will be on edge if you start their appt late

• The more, the merrier: Offer lots of information about the treatment, including data, statistics, and research.

• Tech talk: Be ready to answer technical questions about the treatment, materials, and techniques. (C types love to hear that you have a 10-step process; they love systems with steps.)

• Results matter: Focus on clinical outcomes, long-term benefits, and success rates.

• Organized and on point: Present information in a structured and clear manner, covering all aspects of the treatment.

Ready to rock your case presentations?

Recognizing each patient's DISC personality type and adapting your approach can improve communication, increase treatment acceptance, and make your patients feel truly understood.

Remember, it's all about connecting with your patients and addressing their unique needs. So, go out there and make your dental practice a place where every patient feels heard and valued!

And with that, I hope you enjoyed the 10th edition of The Build-Up Weekly.

Please consider using the link below to share our newsletter. 🙂 

With best wishes to you and your families,

Trevor Kimball, PhD

A Guide for Selling Your Dental Practice

You can download it for free here. It’s material that I’ve covered in this newsletter before, but - if you’re contemplating a practice sale - the advice in this guide is crucial.

And if you’re ready to have a conversation with a practice sales professional, get connected with your local Integrity Practice Sales broker here.

It’s worth having a conversation no matter your current transition plans. You never know what you’ll discover together.