The Role of the Coach

by Mike Farley

Muhammad Ali, Mario Andretti, Jack Nicklaus and Nadia Comaneci. Each of these athletes excelled at their sport, establishing themselves among the "greatest ever." Each of these athletes had natural ability, skill and determination. And each of these athletes had another thing in common.

They all had coaches.

Why do the best in the world have coaches? Why would they bother to listen to someone who doesn't have the talent level they have? After all, if you're the best, why would you even need a coach at all?

The answer, of course, is that even the best can get better. In fact, they must get better to stay ahead of the competition. Coaches provide the feedback and motivation necessary for an athlete's constant improvement.

As a dentist, you are like a pro athlete. You excel at what you do. Indeed, the mere fact that you survived dental school proves that you are among the best educated in the nation. Unfortunately, however, knowledge does not necessarily equal power. Your dental education provided you with an impressive array of clinical skills but little time was spent teaching you how to manage a practice.

When was the last time you were coached on scheduling techniques that improve efficiency? How about ways to reduce delinquent accounts? What about the best incentives to motivate your staff?

The point isn't that you don't know how to do these things. After all, Muhammed Ali certainly knew how to throw a great punch. His coaches merely taught him and motivated him to throw great punches consistently. And it was this consistency that took him to the top.

Over the life of your practice, the difference between good management and consistently great management could be worth millions of dollars. If that means something to you, then maybe it's time for you to ask us to more actively coach you.