Is it possible to influence a decision before you've even made a proposal?

In this episode, Patrick is joined by Dr. Chris Phelps, CEO of the Cialdini Institute. Chris isn't just a teacher of persuasion; he’s a practitioner who used these methods to turn his own struggling dental clinics into high-profit powerhouses during the 2008 recession.

They dive deep into the concept of Pre-suasion: the art of setting the stage for a "Yes." From the specific wording on an intake form to the channel playing on the waiting room TV, Chris reveals how environmental cues shape our clients' mindset.

✅ The "Proactive" Switch: How asking patients if they preferred to be "Proactive or Reactive" increased treatment acceptance by 33.5%.

✅ Environment Matters: Why playing CNN in your lobby might be killing your sales (and why HGTV's "Fixer Upper" is the perfect primer for healthcare).

✅ The Team as Detectives: How Chris trained his staff to uncover "Liking" similarities (kids, tennis, hobbies) so he could build instant rapport.

✅ The "Cat and Mice" Analogy: A brilliant explanation of the difference between manipulation (control) and persuasion (internal change).

✅ Membership Models: How applying the "Costco Model" to healthcare overcame the scarcity mindset of retirees.

❗Your Ethical Persuasion Challenge ❗

1. Audit Your Intake: Look at your intake forms or "contact us" fields. Are you asking questions that prime your lead for the mindset you want them in? (e.g., "Do you prefer quick fixes or long-term solutions?")

2. Check Your Environment: Walk into your own office or look at your Zoom background. What "mindset" does it trigger? Is it sterile and cold, or warm and transformative?

3. Train Your Detectives: Ask your team to find one personal interest of a lead before you hop on a sales call with them. Use that intel to build genuine rapport.

Resources Mentioned:

Guest: Dr. Chris Phelps, CEO of the Cialdini Institute

Email: chris@cialdini.com

Books by Chris Phelps:

– Grow Your Dental Membership Plan

– The Complete Book on Dental Marketing

Concept: Pre-suasion by Dr. Robert Cialdini

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Patrick’s Social Media Links

Podcast : https://ethicalpersuasion.com.au/podcast/

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