In June 2015 myself and eight team members participated in a two day coaching
programme which was delivered by an eminent “dental coach”; who advised he
could improve, areas such as clinical sales, communication, team work,
performance & harmony.
The course promised to create more opportunities, increase uptake of treatment
plans unlock hidden potential, by maximising staff performance. Prior to the
course an email was delivered with the promise of a “proper behaviour change.
The reflection model I have chosen to use is, the Reflective Cycle (Gibbs 1988). I
believe this model is easily understood and encourages an organised approach to
consider in critical reflection.
Feelings:
I instituted the training aiming to educate my team in self improvement, increase
sales and improve patient experience & sales conversion. Prior to the ‘coaching”
and during team discussion. I felt more direction was required towards team work.
The team was very positive in their commitment to coaching. I felt that having
time to talk and listen to one another repaired injured relationships. The whole
team was most positive regarding the experience. The team regained their
‘energy’, had great ideas & everyone participated to their maximum the coach
commented on this.
I felt our time away from the surgery worked; we understood each other, ourselves
& the patients. This should lead to a better practice, ethically, professionally &
individually.
Evaluation:
During the two days as a team we rekindled friendships, shared great & common
ideas. As a practice we had the opportunity to discuss our strengths & weaknesses;
developing the ability to plan & work on these strengths. We identified the
extroverts, the knowledgeable, the communicators, the sellers. We discussed
problems the perceived problem of monies & payment by patients. We were
advised how to be more assertive and communicate with patients and each other
via cognitive behavior skills.
I believe that the two days, generally, improved our diversity, communication and
provided us the time to share each other’s aims, including those of the practice.
A particular dentist arrived late on day 1 and failed to appear at all on day 2 saying
“what can you teach ME? I am the best”. The individual still remains at the
practice, however since has become more isolated from the team; I believe this to
be due to non-participation within general practice growth or involvement with the
team. This is the biggest negative of the 2 days.
A “Skype” follow up was arranged a month later, which I felt was disappointing,
requests were made for figures from the previous month; nothing else. No
feedback was received nor an assessment provided.
I feel the “coaching” in general, although it helped individuals to share a main
improvement. The success of coaching was based on “gross income and sales
growth” rather than the individual or team.
Analysis:
After attending Bedfordshire University and learning about theories & concepts of
Leadership; Management; Coaching; I now reflect, more knowledgably on my
coaching experience of June 2015.
The coaching delivered was “fluffy” and void of any cognitive based evidence. We
received a sales seminar when we needed coaching to improve the team. The
booklet given, “Don’t Wait for the Tooth Fairy” diminished the perceived
educational basis of benefits of coaching for the individual and the team. Instead,
it concentrated on increasing sales rather than the benefits to the individual.
If I had known then what I do now, in respect of introducing a coach; I would have
been more specific in the level of education he provided to us. I would have asked
the ‘coach’ to explain the scientific benefits of coaching in a dental environment.
I believe had we been advised of the long term benefits of coaching as a team and
individually, we would have considered the long term introduction of a coach or
leadership skill matrix into the practice.
On a positive, the day did teach selling skills & allowed individuals to exhibit their
likes and dislikes. It provided time to communicate within the practice.
Communicate:
On reflection, I believe that when running a busy practice, often you do not have
the time or indeed have it to spend the time on ‘coaching’ being that, initial
benefit is not immediately apparent. In small enterprises especially Dentistry, time
is money; resources are generally spent on core development, GDC standards and
continual professional development, new equipment, premises and not on staff
development.
Conclusion:
My initial introduction to coaching was pleasant. However I felt unappreciated and
under utilised. My level of knowledge within a business, in regards to the concept
of ‘coaching’ and leadership was limited. The poor delivery did nothing to improve
my perception of coaching, on reflection nothing really changed.
The 2 days did not achieve what the practice required which was strategy. Two
weeks later things were back to normal; a busy practice seeing lots of great
patients. Which confirmed what we already knew; we had a great team in the first
place. No goals were set (except for sales). No skills were developed and in
conclusion very little learnt.
Action Plan:
Now I can reflect on the experience of coaching. In 2015 I had the attitude
coaching was simply for those individuals or businesses that had problems. I do now
understand why coaching can be beneficial and why continued coaching is essential
in order to achieve continued growth.
With my understanding of leadership, communication & coaching; I can now
implement simple positive changes within our practices, to help build both the
individuals and a team.
Weekly meetings with individuals have been implemented at all practices.
I have scheduled a single day per month in each practice for strategy and
discussion time. Concentrating on individual team members rather than the
practice as a whole.
By structuring the diaries and making time, I have seen a positive change; this
being motivation. A vision for each practice has been implemented with clear aims,
objectives and reviews.
I now view Coaching in a more positive light. I have introduced a coach for a day on
the 16 June 2016. This time, I am prepared to ensure that as individuals we obtain
the best results, which we hope can be repeated.