Gold Plated Service Ft. Dr. Bill Dorfman

I want to hear your story…

It’s funny, I teach a motivational leadership program for high school and college kids and the always say, “Dr Bill, whats the secret of success?” Honestly it’s no secret work your buns off. I am 61 years old and I have to say, my career exceeded every expectation I had for it. I started off as a dentist. I used dentistry as a springboard to become a New York Times Best selling author, I have 2 Guinness Book of World Records, we started a dental company, I invented Zoom tooth whitening. I have done a lot. Last year I was knighted. I am Dr. Sir William. It’s been a wild ride and fun. I know for your industry, one of the things we had talked about was Gold Plated customer service, as a dentist we do that.

I think one of the best tips I ever heard from Walt Disney, “Do what you do so well people can’t resist telling other people about it.” If I have a patient who comes in, and I meet every expectation they have, they’ll probably walk out satisfied. If I exceed every expectation they have, they’ll go out and tell their friends, and that’s the goal. Social media is huge, you need to own it, but one of the best things you can do is get google reviews. When you finish an event you need to make sure you talk to the people you make sure you did the things and say, “If you don’t mind, will you leave us a google review?” My goal is to get more than Disney Land, you have to get Google Reviews and just kill them with kindness. Exceed every expectation they have.

Aside from calling your customers, throughout the process how do you go about being better at customer service?

Have communication. People don’t want to call and leave a message, or send you an email, they want to talk to a person. Make sure thats available, call people back immediately. Here’s a few things, customers are golden, but so are employees. You need to make a great work environment because if the love isn’t in the office it’s not going to go out to your customers. That’s really important. Look at your business with fresh eyes. Walk in the front door, look at your office like the first time you walked in there and look around to see does the office look clean, modern, does it need fresh paint? What does it look like in your office and really get a sense for what a customer feels when they walk in. The most important thing is put yourself in your customers shoes. See what’s that experience like for them and be proactive and talk to them.

Tell us about the LEAP Foundation.

This is kind of a crazy thing. There was a little old guy in Texas who was an insurance salesmen. Most of his clients were dentists. He realized dentists don’t learn how to do business in dental school. He’d set up something called dental bootcamp. It was to teach dentists 30 years ago how to do business. The one’s that went said this would be great for my kids. They started a little program and have me come every year as a mentor and talk about my career as a dentist and more. He passed away. This was 14 years ago and this program is too important. We revamped the program and made it a non profit. For the last 12 years we have had LEAP at UCLA every summer for one week. It’s a motivational leadership program where students learn skills to be successful in life.

What advice do you have for starting a successful career?

Copy genius. Find a great mentor and copy genius. Learn what it is they did. Success breeds success. Successful people will be successful because they do what they have to do to be successful. There are 2 things I try to pound into these kids heads: 1) Don’t wait for opportunities in life, make them. 2) When you do get an opportunity don’t take it. Master it. Big difference.

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