Why a workshop is of little use unless it is part of a sustainable programme

Today I’m just alongside Dublin Airport, working with 8 ortho practices on their 2019 marketing plans.

I’ll be focusing on internal marketing via word of mouth and digital recommendation.

I’ll be showcasing real-life examples from my client base and sharing success stories.

One case study is worth a thousand words of theory.

Just like one patient testimonial video is worth a thousand words of jargon.

There’s a problem with the workshop environment though.

The problem is SUSTAINABILITY (about which I have learned so much over the years from Bridge2Aid).

If all I do is prance about at the front of the room telling stories and jokes – then everybody goes back to work on Monday and carries on doing what they always did – I’ve simply been an entertainer for the day.

So how do we achieve sustainability?

Here’s how I’m going to be doing it after today:

  • an automated weekly reporting system (already in place for my clients);
  • monthly Zoom (video) calls with owners and managers to report back on progress;
  • monthly Excel spreadsheets to track new patient conversion stats and marketing ROI;
  • unlimited access to the coach (that’s me) via email and Facebook.

If the plate falls off the stick when I leave the room (because nobody else is spinning it) then the client fails as a client and I fail as coach.

Let’s remind ourselves of one of my favourite quotes from business author Harry Beckwith:

There is no performance without accountability and no accountability without measurement.

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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.