o.d. to o.d.

We Are Our People

Make sure you take the time to focus on the people who make your business work

BY SCOT MORRIS, O.D., F.A.A.O.
Chief Optometric Editor

While I attended Vision Expo West in September, I saw a quote that seems apt for this month’s issue:

Human Resources isn’t a thing we do. It’s the thing that runs our business.

– Steve Wynn, Wynn Las Vegas

Have you ever walked into a business, and the first employee you meet is rude to you? We have all had it happen. Maybe that person had a bad day. Maybe he or she was unhappy with a co-worker or his or her boss.

That said, what impression did that business make on you? Did you make a purchase, or even stay?

What do your instincts tell you?

Have you ever visited a business where you suspected the staff member you were dealing with didn’t know what he or she was doing? You know, the gut instinct we all get of “this won’t end well!”

Have you ever walked into your business and had the same feeling? As doctors, or business owners, sometimes we get “busy” and forget our staffs spend considerably more time with our customers than we do.

Do you get positive or negative comments about your staff from the people who matter most — your customers? So, I ask, is your staff what you want it to be?

If the answer is “yes,” you are probably already doing all the things discussed in this month’s OM. If not, maybe it’s time to focus on the people who make your business work — your staff.

Four components of great staff

Developing and maintaining a great staff is comprised of four major components:

▶ effective recruitment

▶ perpetual training

▶ scheduled communication

▶ (most importantly) attitude

Effective recruitment is knowing what you want in personality and skills and not settling for anything less.

Perpetual training is the belief that the more you train and utilize your staff, the better your practice will be. This type of training requires dedication and preparation, but, once again, your customers spend more time with your staff than with you. Every day is training day.

Great practices have at least weekly staff meetings, but communicate daily with their entire staff. The more your staff knows, the more they are able to help the customers.

And, of course, you need employees who have positive attitudes.

A simple truth about success

Last, how you as a doctor, or as an owner, see your staff is critical to your success. Your staff can make or break you.

To gauge how you are doing, listen to your office. Is there laughter and smiles? Or is everyone serious or whispering to each other?

You can view staff as merely employees or as an integral component of your practice’s success. The option is yours. I mean, your people are only your business. OM