Monthly management meeting

Yesterday I met with Barbara Trotter and our new Business Development Manager, Paul Nelson.
About two-thirds of our meeting was concerned with launching Paul into our community of dentists so as to begin the process of recruiting a targeted 120 clients for The Dental Business School in 2006.
We agreed that our order of play would be as follows:
1. contact existing DBS 2005 clients to ascertain who will be staying another year in the programme;
2. contact all attendees at the various guest “gigs” I have presented at this year (notably Talking Points 2005 and Better Practice 2005 but also those who took our welcome pack and audio from the Dental Showcase 2005);
3. contact the extensive database we have of those expressing an interest in DBS over the last 8 years;
4. contact our ezine readers;
5. firm up arrangements with potential Strategic Alliance partners;
6. contact former DBS clients.
You wouldn’t think it would be that difficult to find just 120 business owners who desired 30% more profit in 25% less hours – especially when:
1. we have over 400 happy former clients who speak well of us and
2. the UK dental market is in a state of flux and many dentists are looking for change?
But it is difficult – because they are busy professional service firm owners, working under pressure and sometimes could win a gold medal for procrastination.
I reminded Paul yesterday of the old adage:
10% of dentists will make something happen
20% of dentists will have something happen to them
70% of dentists will not know anything has happened.
So marketing is about making a compelling offer to the 10% who want to change for the better.
We know how to create a community and an environment in which that change will happen – and happen more quickly.
You would think they would beat down our door?
No – Paul will have to hook, reel and land every one of them.
I hope he does! I like him a lot and want him to be a permanent member of Team CB.


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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.