Does Your Practice Feel Like a Roller Coaster?
Navigating the Ups and Downs of a New Business
Owning a business comes with inevitable highs and lows. It can be particularly discouraging when you’ve been riding a wave of steady growth, only to experience a sudden drop in activity. In a recent podcast episode, we addressed a common question many business owners face:
“After six months of growth, the last two weeks have been almost silent. Phones have barely rung, the schedule isn’t filling up, and I’m still pushing out marketing efforts like postcards, Google ads, and maintaining a Facebook presence. Is this just part of the roller coaster of a new business?”
The Reality of Business Fluctuations
As a consultant with decades of experience in dental practices and business consulting, I’ve seen this scenario countless times. Yes, these slow periods can happen, and they do happen in all businesses. The important part is addressing the issue with urgency. Every day that passes with an empty schedule is a missed opportunity, and it’s crucial to find out why this is happening.
When I look at these situations, I start by asking, “What changed internally?” Often, business owners tend to compare their practice to others, but that can lead to misleading conclusions. Just because another business is experiencing the same issue doesn’t mean it’s okay to accept it. What happens within your own business—your own four walls—determines your success or failure.
Stop Comparing, Start Taking Control
It’s easy to fall into the trap of comparing your situation to others. Maybe you hear other practices are slow, or broken appointments are happening everywhere. But you need to remember: You have control over your own business. Focusing on the success or failure of others won’t help your bottom line. Instead, examine what is happening in your own office.
One important lesson: broken appointments are not normal, and they shouldn’t be accepted as such. If you’re seeing broken appointments stack up, it’s a clear indicator that something needs to change—within your team, your scheduling process, or the way patients are being engaged.
What You Can Do Right Now
If you’re going through a slow period, here’s the key: take action. When times are slow, it’s natural to feel deflated. But instead of waiting for things to turn around, use this time to hustle harder:
- Make more calls: Reach out to patients, follow up on treatment plans, and confirm upcoming appointments.
- Send more texts or emails: Consistently communicate with your patients about upcoming promotions, specials, or appointment reminders.
- Promote same-day dentistry: Look for opportunities within your practice to offer immediate appointments to fill gaps in your schedule.
You also need to ensure your team is equipped with the right skills. Who is responsible for managing your schedule? Do they know the daily production goals and have the tools to meet them? You can’t rely on luck. Your team’s actions directly impact your practice’s results.
Consistency Is Key
Many businesses thrive on momentum. When things are going well, the natural inclination is to ease up on the marketing and outreach that brought in those positive results. But this is when you need to keep the pressure on. The actions that led to success need to remain consistent to maintain that success.
If you’ve had six months of steady growth, something may have shifted in the last couple of weeks. Take a step back and evaluate:
- What’s happening with your team? Are they still pushing as hard as they were during the growth phase?
- What’s happening with your calls? Are phones consistently being answered during business hours? Are patients getting live help, or are they being sent to voicemail?
- Is your re-care system working? After six months, it’s likely time for many patients to come back for follow-up appointments. Is your front office tracking and engaging those patients?
Don’t Let Slow Times Become the Norm
It’s important to remember that slow periods, while common, are not inevitable. You have more control over your schedule, your team, and your business’s success than you might realize. By keeping your marketing efforts consistent, ensuring your team is trained and engaged, and making proactive efforts to fill your schedule, you can prevent slow times from becoming a regular occurrence.
So, if you’re experiencing a lull after a period of growth, don’t panic. Instead, use it as an opportunity to dig into what’s working, what isn’t, and what you can control to get things back on track. Your business isn’t just on a roller coaster; you’re in the driver’s seat, and with the right actions, you can steer it back to success.
