Keep Your Mind On Service – Lessons From Rory Vaden

Last November I had the honour of sharing the stage at the DiJulius Group’s Secret Service Summit in Cleveland with Rory Vaden, author of the best-selling book, “Take the Stairs”.

This week in his blog, “It’s Hard to Be Nervous When Your Mind is On Service”, Rory really nails it when he talks about the act of Customer Service being about serving people rather than selling to people.

When you think about this, you really realize that this is exactly what we all want as customers and it is exactly what we must do for and to our own customers.

In life though, we have more than customers. As such, the people who we deal with also need to be served. This includes our children, our loved ones, our family members and our friends.

We must always be treating them exactly as we would want to be treated ourselves.

Take a look at how you treat your patients and clients and customers. Are you treating them the same way that you would want to be treated?

Are you courteous to them, or are you rushing them?

Do you speak to your patients like you are lecturing a school student, or do you ask questions, courteously, trying to determine the reason for their behaviors, so that you might then understand them before trying to correct and improve their behaviors.

Are you making the transaction process as friendly and courteous as possible, so that it is a pleasure doing business with your office? Or are you rushing your customers at this end of the appointment, taking their money with haste, and leaving a nasty impression of your office as their last departing memory?

The Dental Customer Experience Cycle, as explained in The Ultimate Patient Experience, should be such a pleasure for the patient to experience that the doing of the dentistry is secondary to the world-class customer service that they experience at your place of business.

Do your patients and new patients exclaim to your team, “This is not like any dental office I’ve ever been to before!”

Do they say that your business “Is like no other business I’ve dealt with before” because “the people here are so nice!”

Do they say, “I can’t believe how nice everyone is here.”

When they say this, you know that the dentistry is just part of the process, not all of the process.

You know that if you are providing World Class Customer Service, then it makes it far more difficult for your patients to stop doing business with your office, because they have a relationship, a friendship, with your people.

The providing of World Class Customer Service at your office to your valued patients, clients and customers, also allows you to charge a little more for your services than your competitors, because the service is certainly so worth it!!

So how is the Culture at your Dental Office? Are you providing a total World Class Customer Experience for your valued, clients, patients and customers?

Because if you are not, if you are only partly doing it, then you’re doing it wrong, as they say in the classics.

And if you’re doing it wrong, you need to call me!!


There are many straight forward and easy to implement  protocols and procedures that make up The Ultimate Patient Experience, a simple to build system 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.

Email me at

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