Dentaltown October 2022 - 60

" Without
accountability,
training is purely
entertainment;
you won't see
improved results. "
confi dence you believe it will work; engage
yourself and motivate your people to do
the same; and be intentional about following
through, sticking to it and holding
yourself and your team accountable for the
desired result.
4. Fear your team
won't be interested.
You're the one who decides if your team
needs to be better trained to improve business
results. Of course, you should tactfully
explain the rationale-training is not a refl
ection on them as poor performers, but
in the best interest of the patients and team
members to help grow the practice in new
and better ways-but your team members
shouldn't have the option of opting out of
training.
Frankly, you can't know whether they
will be interested in training until you
discuss the benefi ts with them. Give your
people some credit; those with the most
potential usually will jump at the opportunity
to learn new things, build their
skills and better serve patients. Meanwhile,
those who push back will show their true
60 OCTOBER 2022 // dentaltown.com
colors as not being interested in helping to
achieve goals-which tells you they probably
don't belong on the team.
5. Fear of change.
Even when one of the previous four
fears is specifi cally applicable to a situation,
fear of change is often the underlying
factor in play. Embracing change is
challenging for most people. But if you
want changed results and something better
for the practice, your patients and your
family, you're going to have to make some
changes. As you go through the discomfort
of change, focus on the positive outcomes
you'll get.
Instead of letting any of these fear factors
be an excuse for inaction, let the fear
of failure, the fear of plateauing, the fear
of declining profi ts and the fear of a lessthan-ideal
retirement be what drive you
forward. Everything you and your family
have and do in life is paid for through
your business. That should motivate you
to put intentional energy, effort and resources
into things that will most effectively
allay those fears.
Be world-class in your world
Most practice owners who don't train
their people know they should. Unfortunately,
too many of those who do train
don't do it in a way that brings results, so
they give up on it because training seems
not to work.
Effective team training is the fastest,
most economical strategy to signifi cantly
boost your results. Recognize that training
is not your forte, though; dentistry is.
Leveraging the expertise and experience
of someone with a track record of results
will ease all the fear factors associated with
training going into it and help you enjoy a
positive ROI coming out of it.
Whether you're in a densely populated
city or a small town, patients have plenty
of choices. Social media makes it easy for
them to compare you to competitors and
share complaints with countless prospective
patients. The comments they share are
far more about their opinion of your team
and their overall experience than about the
quality of treatment they received. They
usually are not swayed by the technology
or equipment that was used on them! ■
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Dentaltown October 2022

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