Chris Barrow’s Blog

Bristol yesterday, Reading today – and I continue to despair at the lack of skill demonstrated by dentists at something as simple as introducing themselves to a fictitious room of business owners. The usual “ums” and “ers” and “I run a practice in town that delivers dentistry in a relaxed and comfortable environment” (if I hear that phrase again I’ll scream).

Define marketing in two ways:

1. the barriers to entry by which you eliminate the people that you do NOT want to deal with and
2. the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.

That’s irresistibly attractive.

There is nothing irresistibly attractive about the fact that the dentist qualified in 19__Â from ______ University.

There is nothing irresistibly attractive about the relaxed and comfortable environment.

So what is?

Think about it.

And whoever you are reading this post – whatever your business – what is it about what you do that would be irresistibly attractive to the right people?

I’m thoroughly enjoying Orhan Pamuk’s collection of essays “Other Colours” and have been reading his review of the works of Andre Gide, French 20th Century Nobel Prize winning novelist.

I’m not familar with Gide but I am a trusting reader of Pamuk and quite proud of my discovery of history’s most famous Turkish writer (himself a Nobel winner last year).

His comments on Gide caught my attention this morning:

Gide’s words could easily win him a prize for political incorrectness at an American University, illustrating that a passionate love for truth does not always lead to political rectitude.

I have to say that I like to think of my own writing in a similar way, if not with similar talents.

My blog posts and ezine articles over the years have occasionally engendered howls of protest from my own support team (when bemoaning the trials of business ownership) and from readers offended by my opinions on the present state of dentistry or the less attractive attributes of some social or cultural groups (not least my fellow Brits).

In the past, I have thanked my contributors for their feedback – and then carried on in just the same way, arguing my pledge to sacrifice all in the pursuit of authenticity.

Now, however, something has to change – because Chris Barrow, sole trader, is about to become Chris Barrow, partner in Breathe Business – and I have to take more notice of the views of my business partners as well as remianing mindful of our “coporate image” – how suffocating.

Don’t get me wrong – my partners are great people and as authentic as myself – this I know as I’ve been on the receiving end of some of that authenticity in the last 6 months as we have stitched our varied personalities into a workable quilt.

For the future though – I have to be conscious that Breathe Business intends to champion the cause of the independent dental practitioner and, as such, will have a louder voice in the media.

So I accept that CB mouthing off about some of his pet irritations and tolerations will have to be managed more carefully.

Its with that in mind that I feel now is the time to change the identity of this blog to reflect the fact that it is essentially the musings of a 54-year old business coach who can swing hourly from euphoria to melancholy, loves fast cars, reading novels, Strictly Come Dancing, Manchester United, gadgets and computers, running in rainstorms, excellent movies, eating out, Oliver Sweeney shoes, getting up really early, men’s handbags, nice clothes, tattoos, good wine (especially Sicilian Cannoneau), journalling, the company of groups of women and boating in Vathi but dislikes bureaucracy, regulation and paying taxes, small-talk, parties, managing personal finances, television (with the exception of the above named), unsolicited phone calls or any intrusion into privacy, any call-waiting system or call centre, the company of most groups of men, gossip of any sort, liver and onions and the sound of metal chair legs dragging on a tile floor.

Yes – I’ve taken half a century to discover that I’m the perfect version of me – that others are the perfect version of themselves and that if I don’t like them I have to either change my thinking or remove myself from the equation.

So I was thinking about this blog as I ran along the South West Cornwall coastal pathway this morning in a torrential rainstorm (see above list – me very happy) and realised that:

1. I don’t want to give up writing authentically;
2. I don’t want to have to scribble my darker thoughts in a little journal, kept under lock and key and to be discovered and deciphered (my handwriting is so bad I cannot read it myself)Â by an incredulous child after my death;
3. I cannot continue to be that authentic under the Breathe banner

Â

So I’m going to ask Kim Black to change the banner and identity of this blog to reflect my personal thoughts – and place a big disclaimer somewhere that the views expressed will be those of Chris Barrow the individual and “in no way should be taken as a statement of the beliefs of Breathe Business” – or something like that.

That way I hope I can keep playing here – and, by the way, every now and then share some good business ideas as they occur.

But the committed reader will have to foster a desire to keep up with what’s going on in my head and my life – if for no other reason, to compare and contrast with the quiet desperation of their own.

That OK?

Â

http://www.cnn.com/2007/US/10/23/fire.map/index.html

Â

Interactive map of Southern California on fire.

Â

My house is in Ramona – surrounded by the McCoy, the Witch and the Poomacha fires. In total nearly a million people displaced across California, 400000 acres burned. If you click on the red circles it tells the information about each fire.

Â

As of Monday, my house was still standing. My mom stayed behind and is safe,but all her neighbors are burned out.

Â

Kim

Whilst we are running around at breakneck speed, launching a new company – a moment of perspective when I read an email this morning from our amazing uber-techie queen, Kimberly Black:

We were evacuated sunday at 830pm

Â

Were about 30 miles away at a hotel

Â

My mom stayed all her neighbors houses burned

Â

Our house is ok for now but a new fire is threatening it

Â

500000 residents evacuated

150000 acres burned

1000 homes lost

Â

We can’t go home but may be able to tomorrow

Â

Sent from my iPhone

Â

KIm Black

kim@kimberlyblack.com

760-440-0016

And so the least of her problems is our ezine or virtual launch.

Everything on hold in Cornwall – because of fires in California – we are truly a global village.

We all send Kim our thoughts and best hopes.

Â

Arriving at the Hilton Metropole in Birmingham last night, the last thing in the world I wanted was a problem.

I’m tired and I just need a rest.

The hotel is heaving with guests, many of whom are connected to The Showcase in the NEC next door – at 8.30pm there is a long line of guests at registration – and I’m happy to be able to join the much shorter line for Hilton Honors card holders.

Our Polish desk clerk is polite and handles the process well – although there is the by now familiar exchange asking for a credit card swipe and explanation that our excellent booking agency (NGA) have already faxed “full account to company” details (we have to do this everywhere we go – conferencing in hotels never speak to reservations).

Arriving at the designated room on the 5th floor – I realise that it’s a twin not a double.

I don’t do twin-beds.

Leave bags in room – it’s now 8.45pm – and wander back down to reception and re-join queue at Honors check-in (thank God it’s not the main queue).

Back to Polish receptionist – who explains that “it’s not his fault” as the central booking system is a computer in America and there are no more double rooms available in the hotel.

I no longer speak with receptionists or restaurant managers at this point (that’s the it’s not my fault point).

Calmly I explain:

“Vladic – could you please arrange for me to speak with somebody who CAN help me?”

He sits me down in the business office and I wait 10 minutes until the duty manager Tina arrives – obviously a mature Brummie lass.

I equally calmly explain that I use Hilton up to 50 times a year, plus up to 20 conferences. That I have a Diamond VIP card with a shed-load of points – that on Monday in Watford they couldn’t find my booking, on Tuesday in Cobham they were faultless – and that I’m very tired and want to sleep in a double bed somewhere.

I give her my clear expectations:

1. minimum expectation – a twin room with housekeeping called to shove the beds together and remake them as a double;
2. middle expectation – find me a double room in another nearby hotel of a similar standard;
3. best expectation – find me a double room here.

I then explain that I’m going for a club sandwich – have left my bags in the original room and will be back in 30 minutes.

What follows is a glass of rose and a club sandwich and a few chats with mates – notably Cathy Johnson and James Minns – both good old friends who I bump into in the bar.

30 minutes later Tina finds me – and hands over the door key to a 5th floor suite with living room, three leather sofas, a dining table that seats 8, a giant double bed and a magnificent bathroom with walk through shower and jacuzzi bath.

She has exceeded my expectations.

I go back downstairs and kiss her on the cheek after shaking her hand and saying “thank you”.

It’s 9.45pm.

Tina has been a talented ambassador for her employer – the reputation of Hilton is intact – and here I am telling you.

That’s how it works – I could have been a saboteur but I’m enrolled as a raving fan. It cost them 2 nights in a magnificent suite that would have otherwise been unoccupied.

And here I am at the dining table in my dressing gown and fluffy slippers (!) answering emails before I wander over the NEC to walk the floor.

Thank you Tina.

9.00am at the Hilton Hotel in Cobham, Surrey.

We have 10 people in the room for our workshop – we are expecting 40.

There are road accidents on the M25 at junctions 8, 9 and 10 – the motorway has been closed.

Our delegates are in cars and mini-buses, stranded. Mobile phone calls coming in to say they may not be here until lunchtime in some cases.

What to do……..

Help!

I pity the couple who arrived at 8.00am – fresh and early – they are looking crestfallen.

I’m going to have start saying something soon.

It’s going to be an interesting day…..

I recall reading Covey’s 7 habits about 20 years ago for the first time – and the two important lessons that first made an impression on me were:

• between stimulus and response we have freedom to choose how we respond and
• even though there is a “way” to lead an ordered and balanced life – sometimes a farmer has to bring in the harvest – which means all leave is cancelled and the harvestors are out 24 hours a day, headlights blazing in the dark – to bring in the crop.

Well our harvest time began on 1st October and will take the next 3 months.

Blazing down the M1 last night from Birmingham to Watford after:

1. a 6.30am Monday morning meeting with the team and
2. a full day with our Mastermind Group

were an indication that the season is upon us.

Although I’m planning to take a few days of complete rest next week, it’s full on for the next 8 weeks as we launch the new company.

Yesterday we gave a sneak preview to our Masterminder’s – of the new company name and the product offering for 2008. The feedback was overwhelmingly positive – as well as constructively critical – we enjoyed some priceless pointers on how to make the offer even more attractive.

The whole team are energised and, over the next 10 days, we will become increasingly public and noticeable.

A word here also for our Mastemind clients – what progress we have seen with them this year – in just 9 months I can report, amongst other things:

• two clients who have almost concluded successful pratice sales
• one who has brilliantly integrated a new and full-time business manager
• a well managed conversion
• a beautifully executed re-branding of a tired existing practice into an attractive new business at the same site
• the development of templates, toolkits, performance systems, brand standards and energised teams

that’s just part of the list – and does not include some new golf partnerships and countless hours of bar-room discussion.

We are expanding the scope of our Mastermind groups in 2008 – watch the press!

Today is our first Q4 team workshop – on marketing – here in Watford – and dinner with Julian English from Dentistry this evening – I have to be in Cobham for bed-time.

Here goes…..

Â

I’ve owned an apartment in Altrincham, Cheshire (South Manchester) since 2002 and used it as base when I was commuting from Florida or Italy to deliver The Dental Business School.

For the last couple of years there have been tenants – but they have now moved on and I decided that a base in the North West would a great alternative to “yet another” hotel – for work and to visit with my family.

So I arrived here last night for the first time and I’m quite thrilled to be back in a personal sanctuary rather than a Hilton.

BUT.

As you can see from the photograph – much of the original furniture has either been scrapped or hijacked by my teenage children – so there will be some refurbishment and re-equipping to do.

What you cannot see on the photo is that the central heating isn’t working – and I’m frozen.

I slept on my queen-sized bed under a single duvet last night – with a hot-water bottle preventing hypothermia.

That wasn’t enough to prevent me waking at 4.00am – so the “good” news is that I’m all up to date with emails and just about to go out for a run before asking to borrow a shower.

The last three days of Platinum visits have been a blast – and 2 of the 3 clients have re-engaged me for another year – the ultimate compliment.

I hasten to add that the one who didn’t was by mutual consent because “my work is done” and he is so happy and coached-up that we finished our meeting at 3.00pm on Tuesday with nothing left to talk about.

Yesterday was fabulous – having seen a practice transition from old to new premises, father to son ownership and create a superb team and super-profitable practice – we are now focusing our attention on their second City-based practice with the intention of repeating the success – a fascinating project with people who are lovely to be around.

Today is an amble day for me.

I’m actually taking some time out this morning to visit an old friend and client who is going through a very tough time personally and professionally at the moment – he isn’t a dentist and doesn’t read blogs – so I can mention it here.

10 years ago he was at the top of his trade and a wealthy man – now he is at rock bottom and his life and business have fallen apart. He gave me some personal help 10 years ago when I needed it – and now it’s pay-back time.

He called me a couple of weeks ago to ask for help and offered to pay for my time.

As you might imagine – finances are not going to be a subject here – I just want to help a good mate.

This afternoon I’ll be praying for a central heating engineer and buying odds and sods for the apartment – hopefully tonight I will be warm and cosy. Better had be because I have another 4.00am start tomorrow and an early train to London!

A question I am asked by those who are considering a switch from the time-served system of personal phone call reminders.

And being dentists – you won’t believe anything you are told by the people who are selling the system.

So can I confirm that I’m not on the payroll, legitimate or otherwise, of any company that offers this service.

But 48 hours before any dental appointment, my mobile phone bleeps (well, actually, Yoda says “message from the Dark Side there is”) and I read:

Mr Chris Barrow. Don’t forget your appointment with Dr Carrie Bradburn on 28/09/07 at 10.10am at Meneage Dental. Please call 01326 574006 if you can’t atten

and, by the way, that last word is just as it appears on my phone – spelling mistake or ran out of field space?

So does it work?

Well here are the facts from a client meeting yesterday:

1. 5-dentists in one mixed practice in an industrial Northern town – fairly rough area;
2. July – manual reminders – 211 failed appointments – 57 billable hours lost;
3. August – SMS reminders – 145 failed appointments – 39 billable hours lost;
4. September – SMS reminders – 142 failed appointments – 38 billable hours lost;
5. Staff hours spent issuing reminders and chasing – July 10%, August 9%, September 6%.

Average hourly rate in this practice is £150 – so – 57 less 38 = 19 hours gained @ £150 an hour = c. £3000.

That’s £3,000 a month = £36,000 in a full year. Not counting the reduction in staff time.

Sounds like a pretty good investment to me.

Four practice visits this week, in Alfreton, Derbyshire today, then on to Wetherby and Doncaster in Yorkshire and London later in the week.

Each of these days will be a unique, in-practice, tailor-made event.

I know that today will about financial analysis, productivity and profitability.

Tomorrow I’m not sure until I arrive.

Wednesday will be a one-day personal retreat for the owner – developing the vision for the next three years.

Friday in London will be the creation of a new brand, corporate image and marketing plan PLUS some sales training for  my client’s team.

Thursday will be a pause in the proceedings. I’ll be briefly visiting with a long-standing friend and former client in Bolton to discuss possible coaching – and taking re-possession of my apartment in Altrincham after the current tenants have moved on.

A very busy week ahead – and my committment to running will be tested by the need for a switch to evenings – not the best of times for me to be exercising but better than nothing.

Needless to say, the week will be spent mainly in hotel rooms, although I intend to sleep in the apartment at the back end of the week – a welcome change.

Our Leadership Intensive on Friday and Saturday was an enormous success – Simon and I were on top form with an open-minded group and the testimonials and feedback sheets show 100% satisfaction – very satisfying.

Somewhere in all of this – we continue to race towards our own new brand, corporate image and marketing plan – with the 31st December rushing towards us.

Busy, busy, busy. One free day yesterday was not enough to recharge the battery.