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March 03, 2008

What Can a Dentist Teach You about Business, Life and Success?

Here's an excerpt from a book that I thoroughly enjoyed reading
this weekend, and that provided me with greater clarity...

What Can a Dentist Teach You about Business, Life and Success?
Discover Secrets To Achieving Total Success!

By Dr. Joe Capista

Chapter 8
Five Part Formula for Success

Success is not single sided; it is a holistic experience taking
into account all of life's experiences. I view success as a Five
Part Formula. Our conversation about success starts with
business, but ends with the total life experience.

If I asked a group of people to write down everything they
needed for success in business and life we could probably fill
countless whiteboards, blackboards, flipcharts, computer files
and notepads. I have found there are only five basic skills
needed in order to be successful:

1. Become an Expert / Have a Great Product and/or Service
2. Develop Sales and Marketing Skills
3. Get Help from Experts (Mentors)
4. Control Your Thoughts
5. Create Balance in Your Life

Each part is equally important to the others as they support a
balance of business success and life success. Business and life
successes are not exclusive of one another. When you have both,
there is a synergy so that you have greater TOTAL SUCCESS as
opposed to success in individual parts.

Of the five basic skills listed for success, money is not
included for specific reasons. Success is not a result of making
money; making money is a result of success. Money is not
necessarily a part of success; it can be a way of keeping score.
I truly believe that success is the result of providing value
and service. We are paid based on the amount of value and
service we provide. Money is a measure of that value and
service.

When we work with our customers, we should be paid directly for
the amount of value and service we provide. In reality, we
should be providing more value and service than we are being
paid. If you do that, money will never be an issue. You will
always be paid the fee you deserve because you are providing
more to your customer based on the amount of value and service
you provide to them. Henry Ford said, “Wealth, like happiness,
is never attained when sought after directly. It comes as a
byproduct of providing a useful service.”

The reason I know that money is not part of success is because
one of the most successful people I know is my father. My father
worked in a factory and never had the opportunity to make much
money. Yet he is still a success.

If you are in a position of a professional or you have the type
of job where you can make a good living, you should be making
money. In fact, you have an obligation to yourself and your
family to make money. If you are performing in your job to the
fullest extent or with the greatest skills it could be done, you
will make money. If you are not, you are cheating yourself and
your family.

It's like the Biblical story where the servants were given money
from their master. The gold they were given symbolized talents.
Two servants worked with the money, made more and were praised.
They used their talents. The one who didn't invest the money but
instead buried the gold and did nothing with it was admonished
and his gold was taken away and given to the servants who made
use of the gold. If we have been given talents and do not use
them, we are cheating ourselves and, in the end, the customer.

If you never graduated from high school and you work in a
factory, you may not have the opportunity to make a lot of
money, but that does not mean you cannot be successful. You can
still have the components in your life to be a successful
person. However, if the people who have been given the talents
to make money don't do it, they are cheating themselves by not
applying themselves to their fullest extent and making money.

Again, success is not the result of making money; making money
is the result of success. Success is the result of providing
value and service. Money measures the amount of value and
service that you provide. Simply put, when you provide value and
service, you will be successful and make money.

Although there have been many words and pages already dedicated
to the first three parts of the formula, they are so important
they bear repeating. Looking at the five parts you would find
the following:

Become an Expert

Have a Great Product and/or Service

Expertise is not easy to come by and many people fool themselves
into thinking their knowledge is adequate and self-designate
their level of skill as that of an “expert.” Some people believe
because they fulfilled a required curriculum or passed a test
they are suddenly an expert. It is not uncommon upon completion
of dental school that some dentists think they know everything
they need to know. In reality, they know very little.

Markets change and demands for the service you provide changes.
If you don't recognize the market shift or change in demand for
what you are doing you will be left behind. This is true for any
industry. At some point I knew that if I wanted to be an expert
dentist, and more specifically a cosmetic dentist, I had to get
specialized training. There were four places I could have gone
for the next level of training. I chose The Las Vegas Institute
of Advanced Dental Studies (LVI) because I liked their
philosophy and what they had to offer.

In the last few years alone, I took multiple courses that cost
hundreds of thousands of dollars in time and expense to become a
cosmetic dentist. It was a major commitment and one I was
willing to make. Anyone who is an expert in their field has to
make an incredible commitment of time, money and energy. It
doesn't just happen by chance. I also discovered along the way
that as I focused on improving my skills as a cosmetic dentist
my skills as a general dentist improved.

Developing a high level of expertise was really a matter of
vision for me. In the last eight years I knew I wanted to do
more cosmetic dentistry. I was intrigued by what was possible
and instinctively knew I had to learn more. The standard
curriculum no longer met my needs and I needed more professional
training. I also realized early on that improving my overall
ability is about being fair to my patient. Everybody, no matter
what industry they are in, needs to be on top of their game.

If you're not at the top of your game, you're not being fair to
your customer. It may not mean you are giving them an inferior
product, but you're certainly not giving them the highest
quality of service. I've discovered many folks balk at continued
education and advanced training. They are captured by a mind-set
that whispers, “I don't deserve to spend that kind of money on
myself,” or “I'll just get by.” I've found these folks are
usually worried about what they're giving up, mainly in dollars,
as opposed to what they're going to get.

By investing in your own training and education, you will gain
more in the long run than you're giving up. With increased skill
comes increased confidence. With increased confidence comes
increased competence. The rewards will continue to multiply.

Many are comfortable with the status quo. They feel because
they've been at something for a long time it qualifies them as
an expert. I learned a long time ago just because you've got a
lot of years in or you've done something repeatedly, that
doesn't necessarily make you an expert. Some people work in a
vacuum doing the same thing day in and day out thinking they are
the best at what they do. Wrong!

You can't increase your expertise on your own; someone has to
teach you. I don't care if you're already at the top of your
game, there's somebody that's on top of you that's doing it
better. That's the person you have to talk to!

This is about your Service, your Product and the level at which
you deliver. Years ago I heard a saying that has stayed with me,
“If you're not moving ahead, you're moving backwards or you're
dying.” I know as long as I'm fixing teeth, I'm going to be

focused on learning a new and better way and definitely keep up
with the latest and greatest techniques and technology.

If someone wants to be considered an expert, they have to put
constant effort into learning all they can about what they do,
what their customers need and what the market demands.

Develop Sales and Marketing Skills

The success of your business is directly proportionate to your
ability to sell and market. Taking that one step further, I
believe the success of your life is directly proportionate to
your ability to sell and market. The better you sell and market
the higher level of success you will attain.

I'm not talking about selling used cars. I'm talking about
selling your Services, Products or ideas. Additionally, you are
selling your philosophies, your principles to your children and
selling to make relationships with your spouse and family
better.

I'm talking about selling Products and Services they want and
need that are going to make them better people. Sales and
marketing is not about you getting something; it is about you
giving something.

Sales is a kind of strategic influence. Too many times we think
of sales as manipulation because we have the vision of the slick
salesperson; the person who's trying to sell for his or her good
and not for the good of the customer. Sales is about benefits
and coming to a mutual agreement with your customer that what
you have to offer is of value. Once value has been established,
you have the responsibility to influence the person to say,
“Yes.”

You always have to have the other person's highest good in mind.
In fact, Charlie used to tell me about the U Attitude. When he
first presented the U Attitude idea, it was foreign to me. He
would sit in front of me, hold his pad of paper and he'd draw a
U. One part of the U started with the customer coming tome and
it ended back with the customer to complete the U. This means
the process has to start with the customer, come to me, and then
go back to the customer. The customer always has to be the
person who benefits the most in the sales process and the U
Attitude has helped me to remember this over the years.

Selling is about helping the client. The times I have been sold
by people who have good sales skills is fantastic; a great
experience. They see what I want and what I need. They know how
I'm going to benefit by it and they help me get there. Sales
require compassion, understanding, and talking in such a way
people are comfortable dealing with you. When you create comfort
for your customer, they will return again and again.

Most of my patients do business with me because they say they
trust me. They'll say, “If that's what I need, I trust you know
what is best.” They have put their faith in me and I'm not about
to let them down.

Selling isn't rocket science, but it is a powerful skill. I've
seen more than one salesman take advantage of a person with
lesser knowledge or expertise. This is not what I consider
ethical, professional or right. I am committed to interacting
with my patients and customers as if they are my brother or
sister. I'm always challenging my integrity with the question,
“If this were a member of my family, would I recommend this
procedure? Am I presenting the best possible solution and
filling their true need?”

Focusing on these questions helps me to be more assertive,
especially if a patient doesn't understand how important the
decision can be in that moment. I've actually said, “If you were
my sister or my brother or my father, I would have you do this.”
I tell them this is for their benefit, not for mine.

I've told people, “I'm not doing this because I'm trying to
charge you a fee, I'm trying to help you. I want to help you get
something better than what you have.” Being assertive isn't
uncomfortable for the customer or salesperson when done from a
place of integrity and support.

People who have a problem with sales or are afraid of sales
don't look at the benefit they create for their customers. They
only see it as taking rather than giving. If you really believe
in what you are doing, you recognize the sale is a contribution
to your customer.

We have an obligation to help our customers say yes to what they
want or need when it benefits them and we know we are providing
value and service to them. We also have an obligation to let
them know when they shouldn't make a purchase if we believe it
is not in their best interest.

Our responsibility is to help them make the best decision once
we have established value or perceived value.

Get Help from Experts (Mentors)

Success is not a solo journey. To succeed you need to let others
help you improve your business and your life. There are many
ways to accomplish this. One is through a relationship with a
mentor. I firmly believe you have to take the time to be
mentored. There also comes a time you must be willing to share
your knowledge by being a mentor.

Being mentored is one of the greatest events that has happened
to me. I have had many mentors in my career. Without a doubt,
Charlie Schaivo has been my primary and most

influential mentor. However, Charlie didn't teach me everything.
What he could not teach he led me to. Charlie is a very smart
man. He knew what he could do to influence me and he knew when I
needed the expertise of others. He would lead me to courses and
to people who could teach me what he could not.

Charlie pointed me towards the DiSC® Profile. As you read in a
previous chapter, learning the DiSC® profile system was one of
the most important shifts in business and consciousness I have
had in my life. It has helped me immensely in both business and
personal relationship building.

I spent a full week learning behavior profiles in 1985 just so I
could be more successful in my business. Little did I realize
that it would also impact my personal life. I also took a
two-day course on Adventures in Attitudes® a couple of years
later through Charlie. From there he encouraged me to take more
courses in sales, marketing, success, and leadership. All these
course have little or nothing to do with dentistry, but
everything

to do with my ultimate success.

The courses I've taken that were unrelated to dentistry have
made me a much more successful dentist than the courses related
to building my technical and clinical skills. I am not
discounting technical training; it is simply to emphasize that
you need a well-rounded education through the guidance of
others.

Mentors are essential. You can't pick up a book and read enough
to get the accelerated learning that a mentor can provide. It
doesn't mean you can't learn these skills on your own, but it's
going to take much, much longer. And you will probably never
learn at the depth and level you would from a mentor.

In addition to Charlie, there was also Dr. Ciampoli, the dentist
I bought my practice from. Even though he had many areas that
were antiquated, he taught me a lot about handling people and
patients. He was a good mentor for teaching me the importance of
being technically competent and honest with patients.

There were many others over the years. Each had something to
teach me. Fortunately for me and for all of my patients, I was
willing to learn. If there was one thing I would recommend to
anyone who wants to be wildly successful, it is to find mentors
and learn from them.

Through Charlie I developed a list of mentors/teachers that have
served hundreds of thousands of people just like me: Napoleon
Hill, Earl Nightingale, Og Mandino, Dennis Whitely, Zig Ziglar,
Wayne Dyer, and Mike Vance to name only a few. I would listen to
their tapes until I wore them out and had to get another. I've
used the knowledge of seasoned experts as my mentors even though
many I have never met in person. I gleaned every bit of wisdom
they had to offer. I have found some of the original thought
leaders to be so profound I still listen religiously to their
material.

Mentorship doesn't have to be a difficult experience. There are
very informal as well as formal methods of mentorship. Let's
begin with the informal. Consider the top five people you spend
time with the most. Each can be a mentor in his or her own
right. To be successful you need to make sure those you
associate with most are people that inspire you and lift you up.
You must be clear about who you want to spend time with and
understand the power they have in your life.

There is an exchange of energy in all relationships. Some people
enhance our energy; others can actually deplete our energy. I'm
very deliberate in choosing people that increase my energy and
fuel my dreams. We may not call one another mentors, but the
influence we exert on each other's lives is the same as a
mentor/student relationship. I feel so strongly about this I've
made efforts in the opposite direction, minimizing

relationships with certain people because we weren't on the same
track or heading in the same direction. I look to mentors in
both my personal and professional life.

Charlie was a great mentor for my marriage as well as work.
Certainly my parents who've been married for over 50 years are
incredible mentors when it comes to relationship and marriage. I
have some mentors that I simply examine their life and

admire their capacity to live it to the fullest. Take for
instance, Euse Mita, the leader of the reflection group in which
I am an active member. He is a great example of this kind of
person. I have known him for about 25 years and over that time
he has mentored me and I sometimes have mentored him. Even
though we do not see each other very often, when we do meet and
we are together, I walk away a richer person. A brief encounter
with Euse can keep me going for days.

There are many forms of mentorship some formal and contractual
and some informal existing within the relationship of a friend
or family member. As valuable as having a mentor is there will
come a time when you are asked to mentor. Seize the opportunity
to mentor because the learning never stops! I am currently
mentoring a businessman and even though he is learning new
things, I am increasing my skills and stay sharp by prepping for
our mentoring sessions.

Having the right kind of mentor and noticing who you spend time
with leads into the fourth and fifth necessary components for
success: Control Your Thoughts and Create

Balance in Your Life. Because the fourth and fifth parts are so

important, I have devoted an entire chapter to each.

Success – A Five Part Formula

Success Summary

1. Business Success and Life Success are not exclusive of
each other. To have TOTAL SUCCESS you need success in both
areas.
2. To have TOTAL SUCCESS you need to:

- Become an Expert (have a great Product and/or Service)

- Develop Sales and Marketing Skills

- Get help from Experts (have mentors)

- Control your Thoughts

- Create Balance in your life

3. You may not be the “best” at what you do, BUT be the
best you can be.

4. To be the best in your field requires continued
training.

5. The success of your business and the success of your
personal life is directly proportional to your ability to sell
and market.

6. Our lives revolve around selling a Product, Service or
idea.

7. Sales is strategic influence, not manipulation.

8. Develop a 'U' Attitude.

9. Always have the customer's interests foremost and have
integrity and honesty in your sales process.

10. Sales and Marketing are skills that need to be learned.
Very few people are “natural born” sales or marketing people.

11. You need people — mentors — to teach you what you do not
know.

12. Find successful people and study their behavior.

13. Mentors can be living or dead.

14. Pay people to teach you what you do not know.

Order you own copy of What Can a Dentist Teach You about
Business, Life and Success? within the next 24 hours and receive
over $2,551 in bonus gifts from experts around the globe. Go to
http://www.joecapista.com/amazon.htm

Posted by Willie Crawford at March 3, 2008 06:18 AM

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