It’s tempting to say that it is, let’s face it dentists are subject to prejudices, bad press in the tabloids and the broadsheets and lets not forget that once upon a time dentistry was a free service for many, at least in the eyes of your patient’s anyway. Quite a lot to wrestle with then and for some it’s time to “hang up their loupes and sell out” as one dentist told me; but does it have to be that way?
For every story of decline, I’m having at least four conversations that are very positive, discussing year on year growth, full books, reduced reliance upon the owner to be the fee earner and dental teams that are taking ownership and responsibility. It’s not all doom and gloom and when you strip it right down, if there are 60 million people squeezed into one small island, all of whom have teeth at some point in their lives, why should it be doom and gloom?
Industries and professions have and always will go through phases. Dentistry is no exception to this and for every reason to believe that dentistry has become a victim of too many external factors, there are plenty of equivalents outside of dentistry and examples of businesses that have thrived rather than adopting (as my colleague Sheila Scott puts it) a “poor me” attitude.
Of course, we shouldn’t dismiss any of the challenges that dentistry faces or believe that a happy clappy attitude is going to make everything go away. But at an absolute fundamental level, why is it that some businesses simply don’t attract and retain enough of the right type of customers, sufficient to cover the bills, pay their taxes and have something left over?
In short, the answer is simply that too many business owners look at their businesses from the outside in rather than from the inside out. Let me explain.
Most businesses owners focus simply on what they do and how they do it. If you are in the business of providing something that isn’t that different from your competitors and is delivered in a similar way and at a similar price, then how is a customer meant to decide? Why would they choose you unless it’s simply a price based decision and you happen to be the cheapest?
You might get lucky by having a great location, a short term opportunity to differentiate yourself through your promotional activities, a new supplier that allows you to cut your prices and keep your margins in the short term, but in the end none of this is a reliable strategy, not when what you do and how you do it can be easily replicated and copied. Some businesses rely upon a get in fast and make a quick buck approach but I don’t really see how this can work in dentistry either.
Where I agree that dentistry is different is that it is very intimate. To be invited to put your hands into somebody else’s mouth, to be invited to put somebody in and out of both physical and emotional pain and to be invited to put somebody in a chair whilst you shine a bright light in their face, whilst you wear a mask and wave instruments of torture in their face, surely requires more than just a good website, prices and telephone manner? Add in the prejudices that you are up against and the antipathy towards the profession that is promoted by newspapers, stand up comedians and even at an early age from the parent’s of the people that you want to help, and you might even question why you become dentist in the first place.
So what happens when you look at your business from the inside out? In short, you get business success.
From the inside out, your business will look very different. From the inside out, well before you consider what you are going to do and how you are going to do it, you will think about why you are doing it and why your business exists.
It’s what the most successful businesses have always done. That’s why value investors trade long term in the shares of businesses that are fundamentally solid, not just in their balance sheets and EBITDA but their principles, purpose, creativity and ideas. It explains why the value of a business falls in the open market when any of those foundations are challenged. It explains why the tax policy of Starbucks in the UK changed the behaviour of those that would otherwise buy their early morning coffee fix from nowhere else…it was never about the coffee! Conversely, it explains why Apple has queues of people camping out at their stores overnight whilst Phones4You shuts all of theirs…it was never about mobile phones.
At an absolute fundamental level, the decision that somebody makes when they choose to become your patient is a feeling that is then rationalised by amongst other things, your website, prices and telephone manner. In other words your patient’s start with WHY before they rationalise what you do and how you do it. That is why an inside out approach works, because it positions your business exactly the way that you need to for your patient’s to make a decision that isn’t just about whether you are bit cheaper than the bloke down the road. If your WHY is in question and for that read TRUST when it comes to dentistry then good luck with with the small degrees of separation between you and your competitors, you will need it.
We all make purchasing decisions from the inside out, it’s hard wired in and it explains why building your business from the inside out is the only credible option in the long term.