July 23, 2023
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Have you ever heard this from a patient when you refer them elsewhere?

Have you ever considered why would a patient want you to do something you’re not comfortable or capable of doing?

The answer lies in the way humans think.  This discovery is what earned Dr. Daniel Kahneman a Nobel Prize.  Dr. Kahneman, a psychologist won the prize in ECONOMICS!

The way humans think impacts their decision-making, which dictates how they spend their money.

“Thinking, Fast and Slow by Dr. Kahneman explains the 2-stage cognitive process by which we react, one system is fast, automatic, and effortless.  He calls that Stage 1 and the other isslow, methodical and requires effort and focus.  He calls that stage 2.

Stage 2, or slow thinking allows us time to process and make “rational”, “informed” decisions.  Stage 1 is more of a survival tool and allows us to make quick responses based on previous experiences and other cues such as familiar patterns.

Stage 1 thinking is a decision-making shortcut.  People love shortcuts! They love EASY!  They hate thinking.

Today, it is estimated that an adult in America makes 35,000 conscious decisions daily.  That puts our cognitive systems to the test.  It also means that we increasingly rely on those “familiar patterns”, or Stage 1 thinking.  People don’t have the time or energy to spend on Stage 2, 35,000 times a day!

This reliance on Stage 1 reliance explains the “Can’t You Do It” question.

Once someone becomes familiar with what was previously unknown and develops TRUST, they are reluctant to leave and go to another unknown.

This is why building a relationship that is based on TRUST is a prerequisite to “case acceptance”.  It makes decision making simple, or Stage 1.

It also explains ‘buyer’s remorse”.  Given enough time to activate stage 2, people can overthink, exaggerate the potential negatives, and regret a decision.  Second guessing requires stage 2 thinking.

Flim Flam Men, Scam Artists and Snake-Oil Salesman knew these principles.  They can obviously be used to get people to do things that are not in their best interest.  That’s why it is so important to recognize the 7-Principles of INFLUENCE in one’s business and personal life; to become aware of them and avoid making rash decisions.

It’s also important to know how to cut through the daily clutter of information and ethically persuade people to do what is their best interest.  Understanding Dr. Cialdini’s 7 Principles of Influence will not only help you avoid the scams but will help you influence your patients towards better healthcare outcomes.

This coming Thursday, I will be presenting the first in a series of webinars where I will discuss Dr. Cialdini’s 7 principles and show how they can be applied throughout the patient cycle, from marketing to maintenance.

As this information is too important not to share, I will also be offering attendees the opportunity to get Dr. Cialdini’s personal trainings so that the entire office can benefit from this valuable knowledge.

Don’t keep this to yourself.  Your team deserves this.  And, when they become Practitioners of Influence, they can help you help more patients.  There are very few WIN-WIN-WIN scenarios in life.  This is one.  You win, your team wins, and your patients win.

Get aboard the winning, Influence team now.  REGISTER FOR THE WEBINAR NOW!


During this 28-minute webinar, you will learn how to:

1. Increase referrals without having to spend a dime on marketing.
2. Decrease those pesky, time wasting and costly “No shows” and last-minute Cancellations.
3. Keep follow-ups and hygiene recalls coming back without prompting.
4. Get patients to pay their bills without more work from the front desk.

Attendees will also be given the opportunity to learn directly from the Master of Influence himself, Dr. Robert Cialdini.


28 minutes can change your business and your life!

To more effective INFLUENCE,


Practice Success Insights

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Dr. Michael Goldberg is one of the leading educators on dental practice management in the United States.

Michael ran and sold a prestigious group practice in Manhattan and has been on Faculty at Columbia University and New York-Presbyterian Medical Center for 30 years including Director of the GPR program and Director of the course on Practice Management.

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