Is your practice "On Purpose"? What is "Off Purpose"?

Do you ever wonder why you, your employees or team aren't getting the results you're aiming for? Why is there so much negativity and blame? Why aren't things getting done or to the level expected?

This is a reality for many and the way out from this seems elusive or even impossible. I would like to show you a way out, a simple decision making process to use to finally put all that to rest.

In my blogs, training and courses I often talk about vision, philosophy, values and purpose.  Over the years I've come to understand that these four elements which I simply group under the word purpose, are the cornerstone  to all great practices and teams.

Your purpose is the why, what and how you do business.  That is true whether we're talking about the practice, team, employer or employee.  It's a framework to build your operations around, it's a guide to decision making and it is a tool to inspire and unite the team. 

Without a defined purpose that everyone is aligned with, there is no direction and there cannot be harmony. Instead of everyone working towards common goals together, your team are like arrows being fired every which way seldom hitting the target.  

Purpose is living your Practice Vision and Care Philosophy whereby your thoughts, behaviour and activities focus on fulfilling this purpose.

Once you discover what your purpose is, all of a sudden making decisions becomes easier.  Things become a lot clearer.

The only question you need to ask is:

"Is this on-purpose or off-purpose?"

On Purpose means you are:

• actively and intentionally focused on the vision and client care goals
• you are moving in the positive towards your goals
• getting positive results

Off Purpose means you are either consciously or unconsciously moving away from your purpose.

A sure-fire way knowing when this is happening is the negativity and dissatisfaction that arises, such as:

• upset staff and patients
• production down, gaps in the schedule
• declined treatment
• lack of self-motivation and enthusiasm
• negative feedback
• disharmony etc

The concept can be applied to everything and everyone in your practice.

With any decision, the answer comes when you link it back to your purpose...

• Do you serve refreshments in paper cups or glassware?
• Are your uniforms fresh, clean and pressed?
• Is your carpark free of litter and weeds?
• Are your dentists' and employees' smiles beautiful and healthy?
• Do you spend time listening more deeply understand your clients?
• Does your practice have fresh flowers and healthy plants?
• Do you have written systems and protocols for everything?
• Do you hire staff who are aligned with your values and purpose?
• Do you have team culture and conduct documents?
• Do your dentists meet regularly to discuss cases and to be mentored?
• Do you have realistic production goals based on actual data?
• Does your social media reflect the values and image of your practice?
• Is your marketing targeted to your ideal client or avatars?
• What does your ideal client look like?
• What information does your team collect and relay at the morning huddle?

The list of questions is endless.

All you need to do is for any given element or activity within your practice is to make a list of how you expect it to look like. What are the outcomes, how does it make the client feel, what and how information is relayed, what image does it portray etc?

Here are two examples to demonstrate.

The first is the new client phone call at the front desk and the second is the new client comprehensive clinical examination (not treatment discussion).

On-Purpose New Client Phone Call

• Exceptional first impression
• Relationship beginning
• Gathering information
• Personal connection
• Discover needs and wants
• Share values, philosophy
• Schedule New Client Comprehensive Exam
• “I’ve come to the right place”

Off-Purpose New Client Phone Call

• Put on hold or goes to voice mail
• No introductions
• Rushed conversation
• Basic details taken
• Closed questions
• Negative language
• Disagreeing, judging
• Unable to answer queries or questions
• Scheduled for unplanned treatment

On-Purpose New Client Exam

• 100% Health, Function & Aesthetics
• Comprehensive, methodical
• Address client's main concern first
• Collect sufficient data – xrays, photos, tests, complete notes
• Long term view – proactive
• Simultaneously discover needs
• Use trigger words to build concern
• Condition statements

Off-Purpose New Client Exam

• Convert to treatment appointment
• Diagnosing the patient’s wallet
• Sympathetic or fear driven
• Short term view, reactive
• Pre-empt solutions and discussing treatment
• Emotional and over reactions
• Minimise conditions
• Under-diagnose

During your client's journey with your practice, there are many touch points where you can have a positive influence.  Staying on-purpose at these times impacts your client's experiences.

Team work and culture is also impacted by purpose.  Ensure your purpose includes your aims for your staff, how you will develop them professionally and personally, how you can enrich their job satisfaction, keep them highly engaged and nurture the team culture.

Introducing the concept of on and off-purpose to your team will undoubtedly assist you all to define what is a positive for your practice, team and clients. 

It empowers every person in your team to be more autonomous, to make independent decisions with confidence.

Your purpose statement becomes the playbook for everything you do.  It is now the benchmark and the goal.

This can be a opportunity to unify and develop as a team.  In team meetings, make that list and work through what is on and off-purpose together!

VISION AND VALUES MODULE IS HERE!

Create Your Vision and Values Short Course

Learn more about the course.

Need mentoring or training on finding your purpose or training your team?

Contact Renata to learn more!