Page 11 - The Dental Entrepreneur

The Dental Entrepreneur

Should I Open a Dental Practice

Confrontational Tolerance

The decision to start or acquire a dental practice has not only considerable financial
ramifications, but also some emotional aspects as well. Opening a practice requires an
introspective look at ones goals, aspirations, work ethic, and the most important psychological
aspect of being in small business, “confrontational tolerance”. I learned this all important
concept from Greg Stanley of Whitehall Management in the early 80’s. It was a game changer
for me. Simply put, confrontational tolerance is ones ability to do what most people find
uncomfortable and that is; confronting people, situations, and solving problems all day every
day. That is why most people are employees and not entrepreneurs/owners. They do not enjoy
the constant challenges involved in owning ones own business. The most obvious difference
between the owner and employee are the significant financial rewards that can be reaped on
the owner/entrepreneur side of this equation. But not everyone is cut out for this.

Anyone in sales can tell you what separates the wheat from the chaff in their line of work is
“confrontational tolerance”. To a seasoned salesperson, it is presenting a product over and
over until a sale is consummated. Statistically, most sales occur after the 7 no!. This pretty
Th
much describes the perseverance that a professional salesperson has to have in order to
succeed.

All of these aspects of confrontational tolerance apply directly to dentistry. Most dentists simply
quit the first time a patient says “no” to their recommended treatment and they never mention it
to them again. To the dentist going into business for himself, confrontational tolerance is the
ability of an individual to risk rejection with every treatment plan presentation, confront
unreasonable staff, confront frightened patients, stay on time, stay on budget, make treatment
affordable for every patient, stay within OSHA regulations and so on. To the dentist going into
business for oneself, in means complete diagnosis and a thorough treatment plan regardless
of how many times you have been rejected in the last week.

•When a dentist stops taking full mouth x-rays and instead snaps a few bite wings;
•when a dentist puts “watches” on lesions that could be more effectively handled in an incipient
stage;
•When a dentist doesn’t present sealants because insurance doesn’t pay for them;
•When a dentist or hygienist lets someone on a recall visit leave with gums that bleed instead
of taking the time to introduce them to a soft tissue management program

These are all examples of failing to “confront” what is directly in front of you and will lead to
significant problems both financially and emotionally.

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