Dentaltown April 2015 - (Page 10)

howard speaks column When Staff Members Lose Hope In most dental practices, the average staff member has been there three years, but when you go into the dental offices where they're just crushing it (the dentistry is great, the revenue is high, the word-of-mouth referrals are high, the net income is high), you start finding that if you want to be a dentist who makes $200,000 a year, your average staff member has to be with you five to six years or more. Every dentist I know who's making $250,000 to $300,000 a year has staff members who have been there 10 years or more. To keep staff members that long, you have to reduce burnout and increase hope. They need to have hope that their jobs will either stay great or have hope that if their jobs aren't great, the situation will get better. There's a business reason for reducing turnover. When patients walk into a dental office and the dentist says, "You need a root canal," some patients will trust the dentist no matter what, but other patients will need more assurance that the dentist is trustworthy. Your team can offer that assurance. See, if the patient knows that the dentist has been able to keep his or her receptionist, hygienist and assistant there for 10 years, it increases trust. The patient thinks, "I like those people-I know they wouldn't work here with a lying sociopath. If you were telling me I needed a root canal when I didn't, I don't think those employees would keep working for you. I think they'd quit and turn you into the board." When we plot highest net income with all the variables that can be associated with it, we don't find it related to where you went to school or what institute you did some training at; we find it linked to longevity of the average staff member. So what keeps turnover high? What keeps staff members from staying with an employer long term? Toxic people and loss of hope. They're sometimes related. Let's start with toxic people. I pay a lot of attention to teams and I've seen that the No. 1 destroyer of good teams is that the owner by Howard Farran, DDS, MBA, Publisher, Dentaltown Magazine 10 APRIL 2015 // dentaltown.com doesn't get rid of toxic people. Sure, you want employees long term, but not if they're toxic. The most dangerous type is the moody person. You know who they are. They come in one day and they're adorable and the next day they're mad at the world. You have to get rid of toxic people. It goes back to the playground. Are we all going to have fun in the sandbox? I don't care how good your dentistry is, if you're toxic and you're throwing instruments, or you're tolerating toxic people, it's a morale destroyer. Then you have staff turnover and then people aren't trusting treatment plans, and your business stops growing. To keep staff members that long, you have to reduce burnout and increase hope. They need to have hope that their jobs will either stay great or have hope that if their jobs aren't great, the job will get better. Think of how valuable it is when you have your staff take an online dental course from Dentaltown and they learn something great, and then stay on your team for the next 15 years implementing what they learned. That value is long term. I see a lot of business owners who aren't reaching their top and it's because they're holding on to toxic people. You want the kind of person, where, every time you see them, it's the same person you first met. They should be allowed to be upset about specific situations, but not just be grouchy for the sake of being grouchy. Your staff will start to wonder why you keep that person, that employee who is nice to you but mean to others, who refuses change and who drags people down. All this, and other mismanagement, will lead to your team losing hope. You have these staff meetings and employees tell you Continued on p. 12 http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown April 2015

On Dentaltown.com
HOWARD SPEAKS: When Staff Members Lose Hope
PROFESSIONAL COURTESY: Recommendations Refl ect You
Continuing Education Update
Industry News
Poll
Lateral Incisor Placement with CEREC
Oral Cancer: Stop Assuming and Start Screening
CE: Removal of Hemangioma, Fibroma and Performing a Frenectomy
Braces V. Aligners: As Technology Evolves So Do Patient Choices
Malpractice: Changing the Way We Practice
Treatment Planning for Implants in the Maxillary Edentulous Patient
You Should Know: Molar Media Mount
Collecting Trauma Pictures for a Lecture
A Progressive Treatment for the Over-Flared, Over-Prepared Endodontically Treated Tooth
New Products
Creating a Safe, Effective X-ray Practice
SmartBox: Marketing Prodigy Masters Patient Attraction
Facebook Updates and the Impact on Your Dental Practice
Improve a Dental Practice’s Fiscal Health by Proactively Managing A/R Days
Pennsylvania Doc Balances Professionalism and Humor
Ad Index
Product Profile: Ivoclar Vivadent
Perspectives: Being a Female Dentist in Yemen
Products in Practice: DENTSPLY
ULTRASONICS SHOWCASE
Ready, Set, Know: Making the Most of Your Dentrix Investment
Dentally Incorrect

Dentaltown April 2015

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