Ten Steps to Gear Up in a Down Economy
The holiday season is now upon us, so many of us are now taking stock of those things for which we are truly grateful. It is also the time of year when many of us begin to take stock of what the next year of our lives and businesses will look like. And with so many looming questions about the economy, your game plan for the next year is likely clouded with uncertainty—uncertainty that can breed itself into some very unhealthy fear for you, your team, and your patients. You don’t have to look far to see that people are very concerned about the future. That’s why, as dentists and team members, it is absolutely critical to polarize our thinking. When things are down, more than ever, you have to keep your spirits up.
Here are ten steps to help keep your spirits up in a down economy:
1. Understand What Goes Down, Must Come Up.
We’ve seen this happen before. As a matter of fact, we’ve seen it happen several times over the course of our lives, and we will no doubt see its occurrence again in the future. The problem is that Americans have very short memories, and we’ve grown impatient with progress. We get upset and discouraged when the world around us doesn’t support the expedient needs we have in our lives.
There is no question that the economy will come back up—it’s just a question of when and by how much. We can only speculate as to these answers. One thing is for sure, its not coming back any time soon, so prepare for a little turbulence over the next few months.
2. Stop Watching Television.
There is very little redeeming value in anything that comes from the flat screen in your living room. If used inappropriately, it can become a monstrosity of negativity and lies. That’s why you should avoid watching political commentary or the market fluctuations for hours on end. Those programs feed on fear and uncertainty, and it’s what keeps viewers engaged and coming back for more.
If you watch television and listen to the commentary, it will eventually start to permeate your brain, impacting how you think. The brain has a very hard time separating truth from fiction when it is inundated with images. Therefore, we accept things that we see as truth, even if it isn’t. Buying into false statements and negativity is the natural digestive system of the brain, so be careful what you feed it.
Instead of watching television, write your patient newsletter or create content for your Web site. What’s more, work on developing an effective treatment plan for your patients.
3. Put a Massive Filter on Your Written Sources.
Although reading the newspaper, informative Web sites, great dental journals, and wonderful books can be tremendously rewarding and educational, there is a plethora of written materials that can be a detriment to your spirit. When it comes to potentially harmful brain stimuli, be careful not to overindulge in it. Recognize it, look it over, and then move on. Overindulging in negativity, which can be detrimental in the current climate, changes the chemical compounds within your brains. Although we spend an inordinate amount of time protecting our kids’ brains from harmful stimuli, we do nothing of the sort to protect our own, leaving us to wonder why kids live with so much optimism and connectedness with the environment around them, but adults can’t. In reality, the reason is quite simple; you should adopt a similar philosophy.
4. Choose “Not to Participate” in the Recession.
When it comes to the economy, as hard as it may sound, simply choosing not to participate in it can be the easiest way to stay upbeat. Obviously, remaining oblivious to our current conditions is nearly impossible, especially with so much news and television coverage, but you cannot allow the conditions to impact the mission you have established for your practice and patients: comprehensive, complete dental care.
You can choose not to participate in the recession in the following three areas:
Your thoughts – First, choose not to participate in the recession by thinking positive thoughts. Your thoughts manifest themselves into reality every day. Be careful that the message you send the people around you is not fearful and sympathetic to the economic woes of the world. Your team – Second, choose not to participate in the recession with your team. Your team will voice their concerns about the economy to you, and it will be very important for you to assume your leadership role and help them remember the goal of treating patients. Your patients – Finally, choose not to participate with patients. Your patients will also express their concerns to you. When they do so, you have two choices: sympathize or empathize. Sympathizing with your patients until the spiral of emotions hits the bottom and now nobody’s excited about doing anything and you both feel miserable will not benefit anyone. What’s more, empathizing with your patients and quickly getting back to the purpose of their visit will allow you to quickly place the emphasis back on their needs by asking “Now, how are YOU doing?”
You kids get one shot at their childhood, which means they will either have a fantastic and memorable childhood or one that is easily forgettable—and you get to decide which.
Make an effort to pre-block some memorable events in your children’s lives now. You get very few summers with your kids, so make them all count.
Don’t let the chaos and the busyness of life spoil your plan. Pre-block a few great trips with your kids this summer, because we all know what happens when you don’t pre-block them: They never happen.
6. Bring a Better You to Your Practice in 2009.
You are only as young (and as good) as you feel. Whether you are doing one crown or ten crowns, dentistry is inherently stressful. It is important to understand that without proper compensation, this stress can wreak incredible havoc on the body and mind, sending non-verbal messages to everyone around you. Make sure the messages you send are the ones you want to send. These messages will have a great deal to do with how you feel about yourself.
Sign up for something that makes you accountable to finishing it. Make sure that whatever you sign up for makes you a better person by completing it. The greatest gift you could ever give the people around you is a better you.
More than ever, people need positive sources of energy. They need to tap into others that have a great outlook on life and the future. What an opportunity for your patients and team! Does the world see you this way? Keep in mind that how we see ourselves has a great deal to do with how the world sees us.
7. Load the Bus and Plan for a Great Ride.
This upcoming year is very much like a bus ride that starts on Jan. 1 and ends on Dec. 31. Make sure the destination, passengers, fuel, stops, maintenance, and supplies are all taken seriously before you leave.
All too often, we don’t take the time to really look at this entire inventory, so we just keep driving without a well designed plan. Dentists always wonder, “How do I get my staff motivated?” I have a better question, “What does your staff have to be motivated about?”
Design a plan that authentically motivates the people around you. If you are a leader, let your staff know that you have a plan for the trip ahead. The plan has to first energize you and then the people with you. Without it, people will most likely want to ride another bus or sit quietly while you determine the destination.
8. Commit to Being a “Chair Tipper” This Year.
One of the most important elements of being exceptional in any craft is continuous study. Continuing Education has become an integral part of every well-minded dentist’s career. How intentional you become about the retention of knowledge can greatly impact your return on investment when it comes to these efforts.
Statistical research has shown for years that students who sit closer to the front have higher grades than students who sit in the back of the classroom. Make a commitment to become a team that “tips the chairs” (to save your seats) of the first few rows in any CE course that you attend. Being a “chair tipper” for your practice makes a statement. In essence, it says to the speaker, the rest of the dental community, and, most important, you and your team, that you are serious about becoming “the best” and getting the most out of today. The Dawson Academy has some incredible new offerings this year. Make a commitment to “tip the chairs” at a few of them.
9. Go Viral and Supercharge Your Marketing.
Now is the time to supercharge your marketing efforts. When the market is down, you have to step up your marketing. Ask yourself, “What opportunities are we missing?” Come up with a marketing plan focusing on at least seven areas of missed opportunities.
People often think that marketing is about spending money to attract new patients to the office—but it’s simply not true. Marketing is everything you do! Every effort you make sends a signal to your community. Make sure you know how to create your signal, send it, and control it.
When dentists tell me that they need to come up with a marketing plan, they are most likely to forget all of the elements that patients most appreciate in a practice. Start working on the very things that patients see the most. Then, when those things are sending great viral messages, work on the media that supports that message. Begin first with the most cost effective media like the internet and e-mail. There is no greater way to connect with an already captive audience than a fantastic Web site and electronic newsletter. In fact, after the initial start-up costs, they’re almost free! Sound like hard work? Staring at an open schedule is much harder.
10. Remind Yourself of What “Stewardship” Means.
“Stewardship” is a great word to create context for any worthwhile accomplishment. Stewardship starts with the fundamental belief that everything that you have in your life is a gift that has to be returned some day. Whether it is your body, your family, your home, your business, your team members, your friends, and even the profession of dentistry … well, they are all gifts that have to be returned someday.
Sometimes we lose the true appreciation for how special these things are. Using the concept of stewardship helps us to be accountable to a cause other than immediate self-interest. What’s more, it screams for a deeper sense of appreciation and care than we could willfully give to each of these gifts. Practice stewardship and you will find that you will soon be gifted with more than you could ever imagine.
The economy may be down for now, but it won’t stay there. Regardless, always remember that you have a choice in how you respond to it. This ride may get a little bumpy, and it may be a bit long. Your team is going to look to you for answers. Your choices, disciplines, and thoughts will greatly impact all of the wonderful people around you, so be sure to choose wisely. There is no greater time for you to be up than when the market is down.
To see more of what the Top 10% of the dental practices are doing in the country today to beat the recession, join us in Orlando, FL on April 3–4. For more details, please contact us at 1-800-952-2178 or info@TheDawsonAcademy.com.
My very best to you and your family during this great holiday season.
Sincerely,
Kirk Behrendt
Speaker & Coach
ACT Dental Practice Coaching
www.actdental.com
1-800-851-8186
