How I Built Success with Selling, Standards, and an Engineered Experience

I’d like to talk about the importance of marketing and selling, and I realized I had so much more to say. Selling is the backbone of any business. If you want to grow and expand, you need to know how to sell. And let’s be clear—selling isn’t something that just happens accidentally. It’s intentional. You have to approach it with purpose and design an experience that works every single time.

Selling Is Intentional, Not Accidental

One thing I’ve learned is that selling must be intentional. I like to call it an “engineered experience.” This means creating a process where you can predict the outcome. It’s not about guessing—it’s about knowing. If this happens, then that follows. To make this work, you have to document the process, develop scripts, and prepare for every situation that might come up.

I’m not in every office every day. With multiple locations and dozens of employees, I can’t do it all myself. That’s why I rely on systems. Systems ensure my expectations are met even when I’m not there. But those systems only work if you invest in training and make sure the team knows exactly what to do and say.

Training and Monitoring Are Key

Training is ongoing—it’s not a one-and-done thing. New employees need to be trained, and existing staff need to be refreshed. But training isn’t enough. You have to monitor and make sure what you expect is actually happening. One of my favorite phrases is, “Inspect what you expect.” It’s how I ensure my standards are being met across the board.

Setting Standards and Saying ‘Unacceptable’

Here’s a truth I’ve come to embrace: You get what you tolerate. If you accept mediocrity, that’s exactly what you’ll get. You have to define what’s acceptable and what’s not. And sometimes, you need to be firm. The word “unacceptable” is a powerful tool. It helps set a clear boundary and reinforces the idea that your standards aren’t negotiable.

I’ll give you an example. When I call one of my Kids2Dentist offices, I expect the phone to be answered professionally:
“Good morning or good afternoon. Thank you for calling Kids2Dentist. My name is [name]. How may I help you?”
But the other day, I called and someone simply said, “Kids2Dentist.” That’s not acceptable. It’s a small thing, but those small things matter. They’re a reflection of your business, and if you don’t address them, they become the norm.

Why Selling Is Still the Core

At the end of the day, selling isn’t just about making a profit. It’s about creating trust and consistency. When you engineer an experience, you’re setting up a system that ensures your patients get the same high-quality service every time they interact with your business. And when your team understands the value of these systems, they become your strongest asset.

Final Thoughts

If there’s one thing I hope you take away from this, it’s that success doesn’t happen by chance. You need to design your processes, train your team, and hold them accountable. Don’t tolerate mediocrity—set your standards and stick to them. And remember: What you tolerate is what you’re going to get.

Growth takes effort, but it’s worth it. With intention, design, and discipline, you can build a business that thrives—and I’m here to help you every step of the way.