*This* is what it looks like to compete on excellence

I just got back from my fourth visit to the endodontist (root canal specialist) in five months.

Blame genetics, two pregnancies, and my childhood insistence that flossing was optional, and you get a mouth that’s had a lot of work. I’ve seen plenty of dentists and specialists over the years.

But no one has earned my trust (or more of my out-of-pocket dollars) than the man I’ve now paid four figures to in 2025 alone.

Today, I want to share a little love for my dental team—and show you what it has to do with your business.

It started in January.

I was gearing up for a much-anticipated trip to Guatemala—just me and my mom. A first-ever mother-daughter getaway. No work. No kids. No husbands. Just pure relaxation.

So when I woke up two days before the trip with a toothache, I started to worry. When I went to bed with throbbing pain, I knew exactly what was coming.

A root canal.

Nobody wants a root canal—especially not right before a dream vacation.

But here’s what happened instead:

I called my longtime dentist, Dr. Hunsinger. His team squeezed me in that morning. After a quick assessment, he stepped out, made a phone call, and came back:

“You almost definitely need a root canal. I got you an appointment with Dr. Farshey—right now. Head down Wisconsin Ave. They’re waiting for you, and they already have your scans.”

Dammit.

And the moment I arrived at Dr. Farshey's office, I felt completely taken care of.

• They asked about my comfort level with dental procedures.

• They asked about my trip.

• They did a thorough assessment and walked me through everything until we were all confident I understood the situation.

• They worked with me to create a plan that felt good for me.

• They didn’t rush me—but they acted fast.

And I was able to bliss out on that vacation. Here's proof:

Fast forward to this week.

Something still didn’t feel right, and I didn’t want to wait for another raging infection before I went in. So back to the endodontist I went.

They welcomed me in, took fresh scans, walked me through every result, and—good news!—everything is healing beautifully.

Today’s visit? No charge.
The six-month follow-up they just booked to be extra sure? No charge.

I can’t tell you how relieved and cared for I felt.

Nobody wants a root canal.
But if you need one?
​You want Dr. Farshey.

What does this have to do with your business?

He took something fraught, expensive, and painful*—and turned it into an experience so trustworthy and smooth that I now rave about him for free.

If a root canal specialist can create that kind of loyalty?
​So can you.

The Four Business Lessons:

1. Seamless Partnerships & Referrals

My dentist didn’t try to do it all. He had a trusted partner, handed me off with confidence, and made the experience feel effortless.

2. Exquisite Client Care

From first contact to final follow-up, someone was always thinking ahead for me. I never had to chase answers. I felt seen, safe, and cared for.

3. Follow-Up & Retention

They didn’t just treat me—they made sure I stayed on track. That kind of retention creates long-term trust.

4. Expertise Over Price

These were the most expensive root canals I’ve had—and I’ve had a few. But I never questioned the price, because I trusted the value.

Now, over to you:

Where can you refine your client experience to create this level of loyalty and trust?

Because when your clients feel that kind of confidence in you?
​Price stops being the deciding factor.
They’re happy to pay a premium because they know they’re getting premium service.