Women in Business Outstanding

When Business Thrives: Women in local businesses talk about starting and growing their client base

All the local business women profiled in this section have kept their businesses thriving through the past few years of economic turmoil. How did they do it?

Dr. Kelli Slate, whose dental office is located in the heart of Lakewood, says she focuses on customer care.

“My patients tell me they come back because they appreciate the quality of their care, and the comfort techniques we use,” Dr. Slate says. She’s always aware that, from the patient’s point of view, a visit to the dentist can be stressful. “We take time to explain everything in advance,” Dr. Slate says. “And that sets the patient’s mind at ease.”

Dr. Kelli Slate emphasizes continuing education. “Each year, my staff and I attend three or four dental conferences nationwide. We believe strongly in keeping current with the latest trends in dentistry.” Dr. Slate’s office is also keeping apace with the latest in patient comfort. “We just acquired 3D Multimedia video glasses that provide a positive distraction for patients. Being able to watch a movie with 3D glasses gives patients the ability to relax and be entertained while the dentist performs her work.”

Jo Sutton, head of Elle Realty, says, “I always envisioned having a boutique company that would consist of hard-working, creative, intelligent, honest and loyal women,” although she isn’t averse to having a good man on her team. “My agents are my agents because they have those qualities,” she says. “We are a small company, and there’s a level of service and commitment to the company brand. That level of service is why I know clients will come back.”

Sutton laughs now about the timing of her business startup in 2007, right before the economic downturn. “I would pick the worst time ever in real estate to say, ‘Hey, let’s have a real estate company!’” But her vision and dedication at Elle Realty paid off. “We had a five-year birthday party last year,” Sutton says. “We’ve proven ourselves to the community.”

Dr. Ashly Cothern has been practicing dentistry for over ten years. “I feel that’s a blink of an eye, but a lot of things have happened,” she says. She describes how, in her office, she and colleagues begin their day with a morning “huddle,” where they re-visit their touchstone, which is concern for their patients. “It’s important when our patients come in our doors that they know they’re cared for,” Dr. Cothern says. She also focuses on building strong relationships with patients. “This is a team effort,” she says. “I present the dentistry, and the patient and I decide together how we’re going to move forward.”

Economics have had an effect on the way people think about dentists. “In hard economic times, people shop around, I understand that,” Dr. Cothern says. “We’ve had patients that leave, but ultimately they come back. They don’t want to be a number, and they want to see a familiar face.”

Dr. Dena Robinson recognizes that dental patients would probably be someplace more fun than a dentist’s chair if they had a choice. That’s why she and her team make it a priority to give each patient personal attention. “All of us on the team have to be involved in the process,” she says. “We want to make them feel comfortable both physically and emotionally. A big part of that is treating everyone with respect, candor and appreciation.”

At Roundtree Landscaping, which has been going strong for 29 years, owner Johnette Taylor says taking time to analyze what’s working well is part of her success story. “When things are busy and the business is thriving, it’s time to look at what’s working so you can make sure to replicate it,” Taylor says. “Ask yourself, what did you do to get there? Are you still doing it?”

And most important, Taylor says, “Don’t take your foot off the gas pedal!”

Referrals are another great way to generate new business. It’s no surprise that people trust their friends when they ask about good service, but research shows that most people also trust internet reviews, even though they don’t know the reviewer.

Dr. Debbie Schirico at Total Hearing Care says she gets referrals not only from past and present patients, but from medical specialists in the area. “Audiologists as well as those that wear hearing instruments who have worked with us throughout the years refer to us,” Dr. Schirico says. Over the 26 years she has been in business, she has built a strong reputation. “Our clients return to us because of the quality of care and attention to detail to assure their satisfaction and success. And our follow-up care after the sale is second to none.”

Dr. Lynne Roberts, who specializes in adult and pediatric laser surgery and cosmetic dermatology, also benefits from a strong level of referrals. “Almost all of my patients come from referring physicians and patients I’ve already seen,” she says. When Dr. Roberts meets a new patient, she begins the relationship with a 45- minute consultation. “We just sit and talk, because with skin rejuvenation there is a lot to talk about,” she says. “I like my patients to be fully informed, and I give them all their options, and I tell them the pros and cons. Mostly, I want to be geared to what their goals are.”

Dr. Roberts is known in her industry as a very conservative practitioner of cosmetic skin rejuvenation. She does not take chances on risky procedures, and her caution with patient care extends to her choice of equipment. “For a laser, the company has to prove to me it works, because if I don’t have confidence in a procedure I’m not going to do it. And my patients know that. And they send their friends.”

Dallas City Center Realtors’ Kevin Caskey attributes the business’s success to the dynamic, well-trained women working at his company. “They make the experience for the client exceptional, so they come back again and again,” Caskey says. “Loyalty is something that’s hard to gain in many industries, but especially in real estate. Our agents do an exceptional job, and they gain that loyalty.”

When Chandler Murphy pivoted from the corporate world to owning her own small business, she drew on her marketing creativity in naming her business. “I thought of the acronym WOW – We Only Wax. That said it all,” Murphy says. “Our name has brought in a lot of people because I think there’s an assumption – and it’s true – that if that’s all we do, we must do it pretty well.” Murphy opened We Only Wax four years ago, during a challenging economy. In that time her has attracted over 7000 clients.

All these business owners know that without their customers and clients, their businesses wouldn’t exist. Over time they have learned to tackle issues head-on and they focus on solving the problems their customers are struggling with.

Jan Stell sums up her tried-and-true recipe for success like this: “Honest, fun-loving, creative, and problem-solving.” Jan has been selling houses for 29 years. She’s on to something. ■

Source: attractclientswithease.com: Grow Your Business by Caterina Rando