DentaltownUK April 2017 - 16

Howard Speaks
Column

Building Teams and Trust
If you hire people just because they can do a job,
they'll work for your money. But if you hire people who
believe what you believe, they'll work for you with their
blood, sweat and tears. And if you give them purpose,
they'll love what they do.
Look at Wikipedia, which is run by 30,000 volunteers
and has become one of the most robust, trusted sources
of information in existence. Look at Dentaltown!
Everyone on our site is sharing. People who need help
or have questions go there every single day, and other
Townies are helping them from their hearts, from a
place of volunteering. That's not to say you should have
a volunteer staff-just a dedicated one.

A shared greater purpose
When I first started my practice, my team took Friday
mornings off for the first two years because I told them
that it was insane for me to drill, fill and bill every day
between age 25 and 75 (or whenever I decided to retire
or die). The city water supply was unfluoridated then,
and I thought that if Phoenix were fluoridated it would
prevent many cavities, so I decided that every Friday
morning, my team would go meet with the mayor and
city council members.
I was so young and dumb that I thought this would
take three weeks to do. It took every Friday morning for
two years ... but in 1989 our team finally fluoridated
what was then the third-largest unfluoridated city
in America. The Arizona Dental Association gave
me an award for the work-but more importantly,
our work gave my team purpose, and patients who
came in and said, "I saw you debating on the news."
Your team must have purpose, like Wikipedia, AA
or Dentaltown.
When you start building a purposefocused mission, then people buy in.
The main thing that a CEO must
have is vision. The team must know
that vision and believe in it.

by Howard Farran, DDS, MBA, publisher, Dentaltown magazine

16

APRIL 2017 // dentaltownuk.com

Selling the invisible
The reason you have to build an amazing team is
because dentistry sells the invisible. When consumers
go to the store and look at an iPhone or a can of Pepsi,
they know what they're buying. But what we sell can't
easily be seen. If a patient walks into the practice and you
tell her that she has two cavities that need to be treated,
how is she supposed to know? She likely considers you
as trustworthy as the auto mechanic who told her she
needed a new carburetor after she went in for just an
oil change.
If you can reduce or eliminate employee turnover,
your patients develop long-term relationships with
you-and, more importantly, your staff. Do you
know what happens after you present treatment to a
patient and leave the room? The patient will turn to
the dental assistant, whom they've known for years, and
ask questions. If you were to record the conversation
that happens in that operatory once you leave, the first
things that come out of the patient's mouth are going
to be trust questions: "Really, do I have two cavities?
Do they really need fillings? Is he your dentist? Does
he work on you? Is he good with kids? Because my son
needs an appointment."
We sell the invisible, and it's all about trust. You have
to have staff who believe in you, who will stay with you
for years and years, and will help build trust between
you and what you sell to your patients.
I think it's funny how many dentists are afraid of
competition from corporate dentistry. As a dentist, I
would worry more about the old man across the street
who has had the same staff for 10, 15, 20 years or more,
and everyone knows them-and everyone trusts them.
It's the most important part of the team.

Why women will rock dentistry
There are about 211,000 licensed dentists in America,
but there are more than a million physicians-five MDs
for every one of us. Where and how are the best ones
crushing it? The founders of the Mayo Clinic, for


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Table of Contents for the Digital Edition of DentaltownUK April 2017

Cover
Meet the Team
Mike Gow
Industry News
Howard Speaks
International Dental Show
Through the Keyhole: Surgery—Home and Away
What's on Dentaltown
Golden Nuggets
Continuing Education
BACD: Rise of Cosmetic Dentistry
3-D Printing
Google: Leading Cause of Truth Decay
General Practice: Message Board
Time Out
Probing Report
Eating Disorders
Physiotherapy in the Treatment of Craniomandibular, Craniofacial and Craniocervical Disorders
Prosthodontics: Message Board
Plan Z
Online Marketing
Product Profile
Finance: Message Board
Lifestyle Section
Student Section
Poll
The European Society of Hypnosis
Wish List
DentaltownUK April 2017 - Cover
DentaltownUK April 2017 - Cover2
DentaltownUK April 2017 - 3
DentaltownUK April 2017 - 4
DentaltownUK April 2017 - Meet the Team
DentaltownUK April 2017 - 6
DentaltownUK April 2017 - 7
DentaltownUK April 2017 - 8
DentaltownUK April 2017 - 9
DentaltownUK April 2017 - Mike Gow
DentaltownUK April 2017 - 11
DentaltownUK April 2017 - Industry News
DentaltownUK April 2017 - 13
DentaltownUK April 2017 - 14
DentaltownUK April 2017 - 15
DentaltownUK April 2017 - Howard Speaks
DentaltownUK April 2017 - 17
DentaltownUK April 2017 - International Dental Show
DentaltownUK April 2017 - 19
DentaltownUK April 2017 - 20
DentaltownUK April 2017 - 21
DentaltownUK April 2017 - 22
DentaltownUK April 2017 - 23
DentaltownUK April 2017 - Through the Keyhole: Surgery—Home and Away
DentaltownUK April 2017 - 25
DentaltownUK April 2017 - 26
DentaltownUK April 2017 - 27
DentaltownUK April 2017 - What's on Dentaltown
DentaltownUK April 2017 - Golden Nuggets
DentaltownUK April 2017 - 30
DentaltownUK April 2017 - 31
DentaltownUK April 2017 - Continuing Education
DentaltownUK April 2017 - 33
DentaltownUK April 2017 - BACD: Rise of Cosmetic Dentistry
DentaltownUK April 2017 - 35
DentaltownUK April 2017 - 3-D Printing
DentaltownUK April 2017 - 37
DentaltownUK April 2017 - 38
DentaltownUK April 2017 - Google: Leading Cause of Truth Decay
DentaltownUK April 2017 - 40
DentaltownUK April 2017 - 41
DentaltownUK April 2017 - General Practice: Message Board
DentaltownUK April 2017 - 43
DentaltownUK April 2017 - 44
DentaltownUK April 2017 - 45
DentaltownUK April 2017 - 46
DentaltownUK April 2017 - 47
DentaltownUK April 2017 - Time Out
DentaltownUK April 2017 - 49
DentaltownUK April 2017 - Probing Report
DentaltownUK April 2017 - 51
DentaltownUK April 2017 - Eating Disorders
DentaltownUK April 2017 - 53
DentaltownUK April 2017 - 54
DentaltownUK April 2017 - 55
DentaltownUK April 2017 - Physiotherapy in the Treatment of Craniomandibular, Craniofacial and Craniocervical Disorders
DentaltownUK April 2017 - 57
DentaltownUK April 2017 - 58
DentaltownUK April 2017 - 59
DentaltownUK April 2017 - 60
DentaltownUK April 2017 - 61
DentaltownUK April 2017 - Prosthodontics: Message Board
DentaltownUK April 2017 - 63
DentaltownUK April 2017 - 64
DentaltownUK April 2017 - 65
DentaltownUK April 2017 - 66
DentaltownUK April 2017 - 67
DentaltownUK April 2017 - 68
DentaltownUK April 2017 - Plan Z
DentaltownUK April 2017 - 70
DentaltownUK April 2017 - 71
DentaltownUK April 2017 - Online Marketing
DentaltownUK April 2017 - 73
DentaltownUK April 2017 - 74
DentaltownUK April 2017 - 75
DentaltownUK April 2017 - Product Profile
DentaltownUK April 2017 - 77
DentaltownUK April 2017 - Finance: Message Board
DentaltownUK April 2017 - 79
DentaltownUK April 2017 - 80
DentaltownUK April 2017 - 81
DentaltownUK April 2017 - 82
DentaltownUK April 2017 - 83
DentaltownUK April 2017 - 84
DentaltownUK April 2017 - 85
DentaltownUK April 2017 - Lifestyle Section
DentaltownUK April 2017 - 87
DentaltownUK April 2017 - 88
DentaltownUK April 2017 - 89
DentaltownUK April 2017 - 90
DentaltownUK April 2017 - 91
DentaltownUK April 2017 - 92
DentaltownUK April 2017 - 93
DentaltownUK April 2017 - 94
DentaltownUK April 2017 - 95
DentaltownUK April 2017 - Student Section
DentaltownUK April 2017 - 97
DentaltownUK April 2017 - 98
DentaltownUK April 2017 - 99
DentaltownUK April 2017 - 100
DentaltownUK April 2017 - 101
DentaltownUK April 2017 - 102
DentaltownUK April 2017 - 103
DentaltownUK April 2017 - Poll
DentaltownUK April 2017 - The European Society of Hypnosis
DentaltownUK April 2017 - Wish List
DentaltownUK April 2017 - Cover3
DentaltownUK April 2017 - Cover4
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