Every business must concentrate on serving the customer as much as, if not more than they focus on their procedures and protocols.
You can be the best dentist in the world, but without happy customers, you will have no business.
It is the customer who pays the wages. Without customers buying from us, the money for wages does not exist.
It is the duty of everybody at the business to support the business by ensuring customers are serviced to the best of the staff member’s abilities as per the policies and procedures of that business.
Supervisors and managers and owners need to support the employees and customers as per those policies and procedures of that business.
The Workplace Environment.
One of the common principles of effective work environments is the necessity for the business to maintain a safe and clean environment that is pleasant for the staff to work in AND for the patients to visit.
Emotional necessities are best conducted under the common principles of workplace etiquette:
Be open to other options
Be interested in others
Being on time
Focus on solving problems. Not blaming.
Be prepared to admit to your mistakes and apologise when needed.
Work as part of a team
Try to help others
Adopt and maintain an appropriate appearance for your business
Attend to your hygiene
The commercial impact of inappropriate behaviours, either by staff or by management, to a business will be:
Loss of customers
Loss of sales
Gaining a poor reputation
Employees need to act promptly on instructions and information and follow procedures relating to their workplace activities.
When teaching new team members new practices within the dental office:
Try to present the big picture before going in to the step by step details.
Make sure the employee has all the criteria of the process
Provide notes to the employee
Let them know about your company’s feedback processes
Let them know where they go with questions?
Get them into training asap.
Follow these initial principles and you will be well on your way to setting up the best processes for onboarding all new employees.
Next week I’ll let you know about the ways new employees can work cooperatively as part of a team and add value to your company by showing initiative .
You always have to look at your business as a business.
And all businesses need customers.
You can grow your customer base by word of mouth, advertising, and location.
However, for a business to grow by organically by word of mouth, you need to have something very spectacular to offer that will have your customers telling so many others, that new customers will beat a path to your door.
But if your business is also about repeat business, as opposed to one-off business, then your offer to those new customers has to be so compelling that people keep wanting to come back again and again and again.
In the early days of a business, you need to be offering something dramatically different to your competitors that helps create this endless procession of new customers.
Along with the word of mouth, which can be slow when the customer base is small, there also needs to be a significant injection of advertising and marketing to your proposed market base that screams:
“This business is different, and you need to come and see why!!”
If you have a long term commitment to the success of your business, then the investment of significant dollars in the initial marketing of your business will be returned in spades as your business grows and grows and grows.
However, if you treat your business as a hobby, or a part time venture, and you continually look for that Thursday night Powerball rescue to come along, or worse still, some unsuspecting wood duck for you to guiltlessly offload your millstone to, then your business will always flounder.
Members of a golf club I know have been battling to sustain their club, which takes a certain amount of money each year just to remain operational.
What the club really needs is an injection of marketing funds, as well as some necessary minor cosmetic improvements around the clubhouse.
Everybody who comes to play at the club loves the course, it’s condition and it’s challenge.
But the lack of “interest” from the owner in building upon this is palpable.
A recent letter from the owner to the Club President echoed this disinterest:
“Dear Mr Club President,
I am sorry I cannot be with you. As of today, there has been no “rescue package” that substantially reduces my company’s losses on your golf club to an acceptable level, nor a deal to buy the lease of the golf course.
The owners of the adjoining hotel have no interest in selling the hotel or the land on which the golf course sits.
I would like to thank all the members who have helped with the course and clubhouse in these difficult times. I understand fully that uncertainty is not the best news but I did state earlier this year that it was my company’s intention to close the course if there was no acceptable “rescue package” and that is still the situation.
The course will remain open for all of the January whilst we have further discussions and ideas.
I trust you and your families have a very merry Christmas.
Best wishes, Mr Owner.
Merry Christmas indeed.
In 1997, when I was unable to sell my dental practice for $160K, I sold my house and invested the equity from that house back in to the dental practice, with advertising and infrastructure, and in 2007 I was able to sell that dental practice for cash and shares that ended up totalling over $4M.
Putting my heart, and my money, into that business raised the collections of that dental practice from $423K in 1995 to $2.4M in 2007 and then to $3.2M in 2011… [I worked on in that practice as an associate for seven years following the sale.]
Relying totally on organic growth with no marketing is not a good strategy.
The right injection of marketing is the petrol that adds flames to your business’s fire.