Coaching Makes THE Difference

I am a 47-year-old general practitioner. Two people in my local study club are in the Mastery of Practice program. They have really improved their production, staff performance and, more important, their moods. Those guys have done lots of practice management programs before, have had consultants and have spent lots of time on their businesses. But until recently, nothing has made much of a difference. Now they are doing gang-busters. When I ask why they are doing so well, they say, “Coaching.”

What are they talking about? Can you tell me more?

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Pavarotti can’t hear himself sing. Tiger Woods can’t see himself swing. Andy Roddick can’t see himself hit the tennis ball. All professionals know that to improve performance, you need a coach.

Coaching involves a particular kind of relationship and a particular kind of intention. The relationship between a coach and his or her players is special and specific. Both are committed to the players’ best performance. Both are committed to winning. Both are committed to team victory. And all of that takes place inside performance’s being clearly defined by measurable outcomes and accomplishments.

A coach provides a committed partnership, something dentists generally lack in their practices. Dentists almost always go it alone. They pretend that things are working. They ignore the business side of their practices, claiming, “Everything is fine.” But considering the variance in dental practice, where some practitioners have personal incomes well above $350K a year, but most have incomes far below that, everything is not fine – especially for those on the lower end of the scale.

How does coaching work? A coach empowers you to do those things that must be done. The things you always avoid doing or are afraid to do. For example, confronting an underperforming staff member. Asking patients for referrals. Generating a budget and managing by it. Developing a strategic plan and measuring yourself against it. Calling vendors about overdue supplies. Setting targets and goals. Getting charts done. Having a straight conversation with your lab. Having a difficult conversation with your associate. You get the point?

A coach interacts with you from the point of view that you can deliver, rather than the one you often look at yourself from, which is that you can’t deliver. A coach provides a driving intention for you to stop procrastinating and get those things done that ensure the success of your business. A coach is a pain in your backside about doing the right thing. A coach doesn't buy your excuses. A coach doesn't buy your victim, villain or hopelessness stories.

When we do our surveys – during and after the Mastery course – 96% of the participants say coaching is the most valuable aspect of the program. As one participant put it: “The best part of the program was the coaching. Your coaching had me confront those areas that I had been avoiding. Your coaching had me take actions I knew I needed to take but was reluctant to take. Your coaching pushed me to take risks and get things done. I know that my recent accomplishments were my doing, but it was the coaching that allowed me to accomplish them.”

How do you find a coach for yourself? First, you begin by asking for coaching. If you aren’t asking for it, coaching shows up as a bother, an intrusion, an annoyance. I never coach people unless they have requested it. That's the biggest lesson I learned 25 years ago.

Second, you need to have a relationship with a coach of trust, affinity and kinship – and you must directly experience that those qualities truly exist. You need to feel in your gut that he or she is committed to your success. The coach is going to ask you to do things that you won’t want to do, and if the relationship isn’t in place, you won’t do them.

Third, a good coach has a track record. Good coaches have coached players and teams to winning records – consistently. They know how to get the best out of their players. They also know that every player is different and has his or her own individual needs, strengths and weaknesses.

Fourth, a coach allows you to see differently. Through his or her relationship and communication, a coach allows you to see the field – your practice – so that you are able to play better. Through your interactions with a coach, you also see yourself differently – you “see your own eyes” – and, therefore, can make corrections.

There are lots of people out there who take on the moniker of “coach.” Yet, in my view, there are few who have the background of experience, the background of success and the skill set to really coach. If you are interested, do your due diligence. Ask questions. Do interviews. You know the routine. Find a coach who will get the best out of you and who you are certain is totally committed to your success.

Then again, there are a lot of dentists who don't want a coach. Some think they can do it alone, that they don't need anyone else. To me that's arrogant. They'd rather have their reasons than their results. They'd rather be right than happy. When you invite a coach into your world, you are asking for someone to confront, push and enable you to generate high performance that produces results. A coach will require you to change and, as you know, change is uncomfortable and risky. Most dentists would rather be comfortable, even though it isn't giving them what they want. And most dentists want to avoid taking risks. So, be aware that getting a coach will disrupt your comfort and push you to take risks. Are you ready for that?

Dr. Marc Cooper is a Dental Coach and can be contacted by emailing us at info@MasteryCompany.com