Coach Barrow

Dear Coach

I’ve finally decided to take the plunge and employ a full-timer practice manager to help me to grow and manage the practice.

Do you have any of your “top tips” on the qualities I should be looking for?

Dear Dentist

If you will allow me, I’m going to respond in a very radical way.

Firstly, let me acknowledge that the British Dental Practice Manager’s Association can give a lot of help with this issue, including job descriptions, recommended pay scales and details of accredited diploma courses offered by a number of UK learning centres.

Secondly, I want to acknowledge what a good decision this is, reflecting a growing recognition of the role that a good practice manager can play.

Now let’s look at my radical list – you may not agree with all that you read!

1. No previous experience of the job – if they are going to have any bad habits, they might as well be yours;

2. Performance pay only – you may offer a basic monthly “draw” against a nominal profit-related “bank account” (this is fair) – but there is no basic salary, just a generous profit-based formula;

3. Recently graduated from University – demonstrating an ability to self-discipline and survive;

4. Under age 30 – oh dear, ageist, and here I am entering my 50th year!

5. One or more parents ran their own business – this has been my secret weapon for years – all of my assistants had entrepreneur parents. This means they are not 9 to 5 people, they appreciate that sometimes the job has to be done;

6. Willing to take part in regular role-play. They don’t feign sickness or hysteria, they recognise that you do not practice in front of customers/team , you practice in front of your leader and your peers;

7. Have high levels of self-esteem – they have 10/10 in the area of self-worth;

8. Willing to work on 12 weeks probation – to see if both parties (you and they) fit the bill;

9. Willing to undergo external training – on assertiveness, leadership, communication, sales and technical;

10. Can demonstrate a history of achievement in their previous personal or professional life.

I did say that this was a demanding list – it’s not the people we fire that cause problems, it’s the people we do not fire.

Dear coach

How do I find these people?

The answer to that question is to write to your existing patients and ask them to help in identifying an individual who would benefit.

I was looking through some old articles the other day and came across this draft letter, suggested by me to readers of Independent Dentistry in April 2000 – and inspired by Michael Gerber:

Letter A

“Wanted – people with passion, people with heart.

Have you ever wished you could work with a professional business, with professional people, doing professional things in a professional way?

Well now you can. We are XYZ Company and we change the lives of our clients by what we do.

We are looking for help- people with a mission.

No experience is necessary because we will teach you all you need to know.

But you had better call fast – because we are on a fast track and we’re looking for runners.”

Letter B

“The purpose of this letter is to get you to contact me.

You see, at the moment, I have no idea what your name is but I do know the sort of person that you are and I know the aspirations that you have in life.

I also know the level of skill that you have and that you want to get better and better at your work.

I know that you want more than a job – you want a career.

I know that you want more training and you want to have the opportunity to develop a wide range of skills.

I know that when you call me you will be able to communicate effectively and when we are talking we will be able to discuss important things like what you can expect from us, as well as things like your remuneration and your career opportunities.

I know that you may have had some experience or completed your technical training – but, above all, I know that you will have a driving ambition to be the best.

By the way, this is a permanent position with a talented team of people.

Please contact me at XYZ Practice.”