Summary
The video discusses the challenge of standing out in a marketplace overloaded with solutions, particularly in healthcare or patient-related services. It emphasizes that while numerous technological and service solutions exist—including AI-based tools—both providers and patients face limitations in time, resources, and attention, making it impossible to pursue every available option simultaneously.
The core message is that success does not come from merely presenting another solution, but rather from enrolling people in a journey that helps them understand why a particular solution is the one they should prioritize. Enrollment involves guiding individuals to see the relevance and benefits of the solution in relation to their personal goals—whether that means living pain-free, becoming a better parent, or gaining confidence.
Key Insights
- There are more solutions than ever, but limited resources and attention to pursue them.
- Approaching potential patients or clients with just another solution or an “information dump” is ineffective.
- The focus should be on enrollment, which means gaining their commitment by:
- Helping them understand why the solution matters to them.
- Demonstrating how it will help them achieve their personal goals.
- Enrollment is distinct from immediate sales or asking for commitment right after awareness. It requires building:
- Awareness: Making people aware of your presence or solution.
- Likeability: Ensuring they resonate with your approach.
- Trust: Establishing credibility before proposing the solution.
- Many fail because they skip these essential enrollment steps and jump directly from visibility to asking for the sale.
- In today’s environment, content creation and engagement can be powerful tools to foster enrollment and trust before any sales conversation.
- The critical difference is to position yourself as someone who builds enrollment, not just as a provider showcasing a solution.
Process Outline for Patient/Client Engagement
| Step | Description |
|---|---|
| Awareness | Introduce yourself or your solution to the potential client/patient. |
| Likeability | Engage in ways that make clients/patients feel connected and understood. |
| Trust | Build credibility by demonstrating genuine interest and expertise. |
| Enrollment | Help them internalize why this particular solution is right for them and how it benefits them. |
| Action | Once enrolled, invite them to take the next step (e.g., consultation, treatment, purchase). |
Practical Considerations
- Avoid information overload; instead, focus on the client’s goals and needs.
- Use storytelling or relatable benefits (e.g., “helping you become a better parent”).
- Leverage modern tools, such as content marketing, to nurture interest and build relationships.
- Recognize that time and resources are limited, so prioritize efforts on engagement and enrollment rather than just pushing solutions.
- Understand that enrollment is a process, not an immediate transaction.
Conclusion
In an era of abundant solutions, the primary challenge is not the availability of options but knowing where to invest effort effectively. To succeed, providers must shift from being a mere solution presenter to becoming an enroller who builds trust and aligns the solution with the client’s personal goals. This approach leads to better engagement, more meaningful relationships, and ultimately, improved outcomes.
The takeaway: Focus on building awareness, likeability, and trust first, then enroll your audience in the journey toward your solution, rather than directly selling it. This strategic shift is essential for standing out in today’s crowded market.
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We live in an age where there’s more solutions than ever. So if you have a billing problem, there is a solution for that. There’s a solution for that with AI included as well. If you’re trying to track phone calls, there’s a solution for that. If you’re trying to do whatever it is, chances are there are solutions that exist. And this is the same. This is true for also your patients as well. They are dealing with a plethora of solutions that they could be pursuing. Now the problem is that we
00:00:29
can’t pursue them all at once. It’s too costly. There’s it it costs money. There’s resources involved. There’s time involved. And so really the question of what we’re trying to do isn’t to come at people with another solution. We have to first enroll them in our journey to get them to understand why this particular solution is the one they should be focusing on and why it’s important to them relative to the goal that they have. how it’s going to help them get to
00:00:56
where they want to go, how it’s going to help them become a better parent, let’s say, how it’s going to help them live painf free or help them accomplish something because of confidence or whatever that might be. So, in our pursuit of getting people to make a change and that can be as simple as visiting the dentist, that can be like getting a full full mouth rehabilitation. Whatever we seek to bring to people and have them do differently, we can’t show up as just another solution. We can’t
00:01:27
just information dump on them hoping that they will care what we care about or know what we know or want what we want because chances are they’re not going to. So the thing we have to engage with or the way we have to engage with people is to first get their enrollment to first get them enrolled and to join the journey that we’re hoping they take in order to get the benefits of what we seek them to see. And that process is a lot different than the process of showing them what this solution is. If I
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went to you and I said, “Hey, here is marketing. This is everything we can do for you. this is the solution that we’ve created and it’s just for people like you. Chances are you’ve heard that already like this is just another provider who is doing something and they want me to do this and it’s not really in your best interest. is probably in my best interest. But what if I could engage with you in a way where I can help you see the benefits of the solution that I have such that you’re enrolled now and
00:02:29
you want to do that work or you want to work with me, right? So that is the difference that we’re talking about. So a lot of the times and let’s talk about the mechanics of this. So a lot of the times people go from um or when it comes to actual acquisition of patients or when it comes to like sales or something, people jump from visibility and awareness. So them knowing you to you asking for the sale to say hey um sit sit down in my chair this is the problem and this is what you need to do.
00:03:01
But there are so many steps missing that is crit critical for developing enrollment such that when we engage that way, it’s very difficult for us to see good results because we didn’t do the work of getting those people enrolled into our solution. And so enrollment happens when we’re able to build trust with them first. This is critical. So how do we get them aware of us in the first place? And how do we get them to like us and then trust us and then ultimately for us to move forward and
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work together? And my question to you would be what are you doing to build more awareness at the top level? What are you doing to build more um of them liking you? And what are you doing to build more trust before any conversation around a sale happens? Right? And we can do this better today than ever before because we can create content just like this right here. We can engage with people who might already be inclined to be interested in the change we seek to provide. And to those people, we can
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help build enrollment. We can show them why our approach, our solution, and our the thing that we do is going to help them get to where they want to go better than any of the other solutions out there. All right. So in a world where there are more solutions than ever, we are not short of solutions. We are not short of a way to do something, we are short of understanding where we should put our limited time and resources into pursuing. And so you must show up as someone who is gaining enrollment, not
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someone who is out there showing people what solution you have. All right, that is the critical difference. All right, I hope this video helped and I’ll see you guys in the next