Have you ever met someone and instantly knew they were an amazing person, someone you could spend hours upon hours sitting and talking with, someone who could inspire you with every word? Well, I have! I had the pleasure in meeting Gary Zelesky and within 10 seconds of speaking with him, I knew he was someone I wanted to befriend and learn from. Gary has an energy that cannot be explained, it’s something you have to experience for yourself. Over the past 25 years, Gary has been asked to speak at some of the largest dental association meetings, study clubs, and conferences. It is no wonder why Associations like The American Academy of Cosmetic Dentistry or the Chicago Midwinter Meeting have asked Gary to speak and inspire their members. When I found out how many dental practices and professionals he has positively impacted and inspired, I knew I HAD to tap into his thought process and experiences. I had the unique opportunity to interview Gary, and boy was I excited!
We all want to know…..What advice does Gary have in creating a successful dental practice, how does he view marketing, and why does he love working with the dental community? Keep reading and find out!
“When you are passionate you are at your peak performance. Passion never needs to be motivated or reminded. People who are passionate about their position show up early and are the last to leave. They are contagious in the workplace and with the team. A passion-centered person sets the pace for productivity, which translates into the bottom line … increased profits. Trust me, the opposite is also true.” – Gary
Jackie: You must hear a lot of interesting stories while you are on the road working with clients. What is one that has stood out in your mind and really made an impact on you personally or professionally?
Gary: I was recently speaking in TX and after the presentation a female dentist approached me along with her team. She attended one of my lectures a year prior and said it changed the way she viewed her team. As a result of becoming more of a passion centered office her entire team has decided to go to South America on a mission trip. She said focusing on the passions of her team not simply their problems created a higher level of gratitude.
Jackie: As you know I am in the digital marketing business. What % of dentists do you feel fully grasp the power of promoting their practice across various online marketing channels?
Gary: Marketing of any kind becomes a major challenge for most dentists to appreciate. In fact anything to do with the business side of dentistry is more of a burden than a blessing to the Doctor.
Dental marketing no matter what form it might take is more about the attitude of the dentist than the value of what is being offered. They must be educated rationally before they “buy into” any marketing channel.
Jackie: What marketing activities have worked best for your business that you would recommend to others?
Gary: Our most recent new hire is our social media director. She is a 28 year old fire cracker. 90% of the things that she deems important, I simply don’t understand or have much of a desire to understand. But that is why we brought her on board.
Social media is the marketing voice that is being heard in the corporate arena. Just because you might not understand the language doesn’t mean it’s not vital to your company’s ability to effectively communicate the products.
I seldom understand my wife but trust me she is vital to my happy life!
Jackie: Dentists oftentimes come across as doing the same thing…cleaning, whitening, and “fixing” teeth. Do you think it’s important for dental practices to differentiate themselves? Do you find that those who do it well reach higher levels of success?
Gary: Much of what a dentist is willing to redefine has to do with their passion for dentistry, their team and the clients they serve. I find the practices that are successful (however you define success) continue to refine themselves by not being afraid to ask the hard questions of each other. Our personal insecurities many times do not allow for critique which leads to successful growth.
My team seldom allows me the privilege of only hearing the applause of my audience.
Jackie: Your book “The Passion Centered Person” and your presentations speak about workplace culture. What would be one piece of advice to give to a practice to enhance their workplace culture?
Gary: If you want your team to care about what you care about, then they must know you care about what they care about. I know that was somewhat of a tongue twister but it is critical to creating the dental “A” team.
The focus in most dental offices is on the problems of the team members, rather than on the passions of the team members.
It goes from being a dental office to a therapy office.
A passion centered team member is more productive, profitable and a pleasure to work with.
Jackie: So you stated that your client list is made up of 70-80% dental. Tell me why you love working with this industry?
Gary: We have something in common… changing people’s lives. A practice changes a life from the outside in (their smile) I change a life from the inside out (their heart). We are the perfect team!
We would like to thank Gary for taking the time to share with us his experiences, advice, and remarkable insight. It’s people like Gary that make the dental industry come alive! If you would like to learn more about Gary, inquire about upcoming presentations(Be sure to check out his presentation titled, Naked in Paradise), or purchase his book, “The Passion Centered Person” visit his website.
“Because sometimes the places we don’t want to be are the places we need to be.”
– Gary, Naked in Paradise
