businesses, in reality it is a business. And although this article is
written from a dentist's perspective on developing a successful
practice, the principles can be used in virtually any business.
I have been in the dental industry for over 20 years and can proudly
say I do have a highly successful business, also known as a practice.
Over the years, I have learned many things that work in running a
business and even more that do not. It is with this in mind that I
share the following 7 keys to running a successful business.
Regardless of your industry they can apply.
1. Have a vision
One of the most important aspects of running any business is to have a
clear vision of what you want that business to be like. What do you
want to be known for in the marketplace? What kind of clients do you
desire? What level of service do you want to provide? Do you want to
be "one among many" or do you want to be considered a leader in your
industry?
By answering these and many other similar type questions, you will
gain insight into the direction you can, and should, take your
business.
2. Develop a plan that ties into the vision
Once you gain clarity on your vision, you must be willing to develop a
plan. Far too often people have an idea of where they want their
organization to be, but they fail to put together a usable plan. Take
time to map out what needs to be done to achieve your outcomes.
3. Know your market
One of the most important aspects of running any type of business is
to know whom your market is. You can't be all things to all people.
Contrary to what some would like to believe, not everyone is his or
her market. There is a very astute saying in marketing, "If everyone
is your market, then no one is your market."
The clearer you are on who you are targeting the easier it will be to
focus your efforts on reaching those individuals and/or companies.
4. Gain visibility within your market
Take a very focused approach to reaching your market. Just because you
have determined who your market it, doesn't mean you are done. You
must now be willing to have a very focused approach to targeting your
market. Whether that be through direct mail, advertising, newsletters,
informational seminars or any number of methods, you have to be
willing to keep your name in front of your market.
5. Get your team on board
This is probably one of the most crucial and yet, often most
overlooked aspects of running a business. You have to make sure your
team knows what is going on. Holding regular staff meetings as a means
to keep people informed is a great way to gain the buy in of your
team. Additionally, be open to ideas that may come from your team
members.
It will be very difficult to achieve your long-term goals if your team
members either don't understand your vision or haven't bought into it.
When you hire people, make sure they understand what you are trying to
achieve. Whether you are dealing with new members of the team or
seasoned folks, everyone must be willing to be a part of the plan.
When they are, you will have a much greater chance for success.
6. Be consistent
Running and marketing a business is an ongoing process. The greatest
mistake people make in virtually any industry is they try something
once and expect instant results. You must be in this for the long
haul. Sure, with some of your marketing strategies you will get
instant, or direct, response. However, with most approaches, it is
more like the tortoise and the heir. In the short-term it looks like
the heir is in the lead, but the reality is he is burning himself out
and ends up losing to the tortoise who had a consistent and long-term
vision.
7. Realize – you change lives
One of the things I most love about dentistry is I know I change
lives. I recognize this beyond a shadow of a doubt. When my patients
are able to obtain the smile they once only dreamed of because of what
I did for them, I know I am doing my life's work.
With most people, regardless of the industry you are in, in some way
you do change lives. If you know that, your job is very rewarding.
Think about the end user of your product or service. What is it about
what you provide that makes a difference for them? If you don't know,
ask your customers. You may be pleasantly surprised. It is in the
answers you can become clearer and clearer as to your vision and the
benefits you bring to others through the services you provide.
Copyright: © 2004 by Dr. Scott Kiser
Publishing Guidelines: You may publish my article in your newsletter,
on your web site, or in your print publication provided you include
the resource box at the end. Notification would be appreciated but is
not required.
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