2015 Coordinators Conference

W H AT ’ S Y O U R STORY?

COORDINATORS CONFERENCE | MAY 14-16, 2015 | WOODMARK HOTEL, KIRKLAND, WA

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TORYTELLING AND HUMAN EXISTENCE ARE SO INTERTWINED THAT THEY CANNOT BEGIN TO BE SEPARATED. STORIES BRING EXPERIENCES TO LIFE, AND THE NARRATIVE INFORMS NOT ONLY YOUR SENSE OF SELF BUT ALSO YOUR PURPOSE. AS SYMPOSIUM HEADLINER SIMON BAILEY SAID IN HIS RECENT EXPERT TIP VIDEO, “TO SUCCEED YOU NEED TO KNOW WHO YOU ARE AND WHY YOU ARE HERE.” THIS IS TRUE WHETHER WE ARE TALKING ABOUT INDIVIDUALS, PRACTICES OR STUDY CLUBS. WHO ARE YOU AND WHY ARE YOU HERE? THAT’S THE STORY YOU NEED TO TELL AROUND YOUR VIRTUAL CAMPFIRE. THAT’S YOUR BRAND AND WHAT SEPARATES YOUR DIRECTOR’S PRACTICE AND YOUR STUDY CLUB FROM THE COMPETITION. AT CC 2015 YOU WILL DISCOVER HOW TO ARTICULATE YOUR OWN AND YOUR STUDY CLUB’S STORY. YOU’LL LEARN FROM THE MASTERS HOW TO INCORPORATE THESE UNIQUE STORIES INTO EVERYTHING YOU DO, AND TELL THEM IN A WAY THAT RESONATES WITH THE INTENDED RECIPIENTS—YOUR MEMBERS AND POTENTIAL MEMBERS, AS WELL AS YOUR PATIENTS AND CO-WORKERS. AS A DIRECT RESULT OF ATTENDING THIS YEAR’S COORDINATORS CONFERENCE YOU WILL BECOME MORE CONFIDENT, MORE COMPETENT AND MORE EMPOWERED TO BUILD CONNECTIONS BETWEEN YOUR DIRECTOR’S PRACTICE AND THE CLINICIANS AND STAFF THAT YOU HAVE INVITED TO JOIN THE STUDY CLUB CAMPFIRE. S’MORES, ANYONE?

THURSDAY

MAY 14TH WELCOME RECEPTION UNTIL 10:30PM

7:00AM BREAKFAST

F R I D A Y

MAY 15TH

SATURDAY

Jeffery Downs THE 4 DISCIPLINES OF EXECUTION: ACHIEVING THE WILDLY IMPORTANT

MAY 16TH

WORKSHOP, UP TO 1.25 HRS., AGD SUBJECT CODE: 550

7:30AM BREAKFAST

Greg Tice

Robb Zbierski

Kathy Botè

PEARLS UNTIL 5:15PM

LECTURE/WORKSHOP, UP TO 1.5 HRS., AGD SUBJECT CODE: 550

7:30AM BREAKFAST

LECTURE, UP TO 2.0 HRS., AGD SUBJECT CODE: 550

Carla Kimball

THE LIONESS PRINCIPLE: STORY-SELLING SECRETS OF LEADERSHIP REVEALED

THE POWER OF STORY: WHAT HOLLYWOOD CAN TEACH US ABOUT BRANDING LECTURE/WORKSHOP, UP TO 2.0 HRS., AGD SUBJECT CODE: 550

DINNER ON YOUR OWN

Katherine Eitel

Kirk Behrendt

DISCOVERING COMMUNICATING YOUR MEMORY UNDER PRESSURE LECTURE/WORKSHOP, POWER AND UP TO 3.0 HRS., AGD START READING SUBJECT CODE: 550 SMART LECTURE/WORKSHOP, UP TO 1.5 HRS., AGD SUBJECT CODE: 770

Bob Salvin and Greg Slayton FRAMING AND SELLING YOUR STORY WITH IMPACT LECTURE/WORKSHOP, UP TO 2.0 HRS., AGD SUBJECT CODE: 550

STUDY CLUB 101 (CONT.) LECTURE, UP TO 1.5 HRS., AGD SUBJECT CODE: 550

Brooke Tamble MEMORABLE MEETINGS

DINNER UNTIL10:00PM

WORKSHOP, UP TO 1.25 HRS., AGD SUBJECT CODE: 550

Greg Tice

Lisa Nicon

STAND OUT FROM THE COMPETITION

EVENT PLANNING 101 [1st Time Attendees]

LUNCH

LECTURE/WORKSHOP, UP TO 1.0 HRS., AGD SUBJECT CODE: 550

LECTURE, UP TO 1.0 HRS., AGD SUBJECT CODE: 550

LUNCH LECTURE, UP TO 1.0 HRS., AGD SUBJECT CODE: 550

Robb Zbierski

Greg Tice

TRAIN YOUR BRAIN FOR EVERYDAY SUCCESS

STUDY CLUB 101 [1st Time Attendees]

LECTURE/WORKSHOP, UP TO 1.5 HRS., AGD SUBJECT CODE: 770

LECTURE, UP TO 1.5 HRS., AGD SUBJECT CODE: 550

SSC Coordinators Conference

THURSDAY

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M A Y 1 4 T H Pin it

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FRAMING AND SELLING YOUR STORY WITH IMPACT

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THE POWER OF STORY: WHAT HOLLYWOOD CAN TEACH US ABOUT BRANDING

Kirk Behrendt At its core, every great movie has a compelling and cohesive story that builds an emotional connection between the audience and the characters depicted in the film. The storyteller’s art is to make us care about the triumphs and tragedies of the characters, and feel empathy for the protagonist as we follow his or her journey to overcome obstacles and become transformed by the experience. But powerful storytelling is not limited to the stage sets and backlots of Hollywood.

The marketers of Madison Avenue have been quick to grasp that stories help businesses build a loyal customer base that translates to sales. Similarly, dental practices and study clubs that grasp the power of an authentic story can use it to build their brands and, in the process, engage and endear their study club members, referral sources and patients. In this fun and interactive session, Kirk will use movie and media clips to illustrate many of his points.

Upon completion of this session, you should be able to: • Understand the difference between a simple brand message and a brand story.

• Explain how a consistent brand story may be used to build connections.

• Discover the hidden treasure of stories within the practice and the study club.

Bob Salvin and Greg Slayton All of us are selling every day. Whether it’s getting our kids to do their homework, convincing our spouse to see the movie of our choice, or persuading our study club members to attend the next meeting, we are continually working to make someone else want what we want them to want. We each have our own concept of the pushy stereotypical used car salesman, but we also all have our favorite barista who is able to up-sell us on that seasonal pastry. Whether or not you are aware of it, a good part of this relationship comes from that salesperson’s ability to sell their story in a way that resonates with you—you want what they want you to want.

The best salespeople use proven techniques and approaches to “sell their story.” Bob Salvin and Greg Slayton are masters of story and of selling. Their authenticity has allowed them to form long-term relationships with their customers. During this interactive session, Bob and Greg will help us approach the selling aspect of study club life with effectiveness and authenticity to better engage our existing members and bring in new members.

Upon completion of this session, you should be able to: • Combine logical and emotional reasons to fully engage your membership.

• Help your study club members make a new decision rather than asking them to change their mind.

• Create sincere interest and attention in your story utilizing value content rather than feature content.

• Establish a transferable message making your story the listener’s story.

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THE LIONESS PRINCIPLE: STORY-SELLING SECRETS OF LEADERSHIP REVEALED

Katherine Eitel Great leaders have the ability to reveal the potential and possibility in any scenario by reframing their circumstances and thinking differently.

From this enhanced perspective, leaders are able to speak differently, as well. They often bring their visions and ideas to life using stories.

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TRAIN YOUR BRAIN FOR EVERYDAY SUCCESS

Robb Zbierski Our brains are the single biggest drivers of our energy and focus.

The state of our careers, finances, physical health and relationships are constantly influenced by our thinking, which translates to the results we achieve in every area of our lives. Unfortunately, we weren’t given an owner’s manual for our brain when we were born, but we have the next best thing in Robb Zbierski.

Studies have shown that our brains come “pre-programmed” with some really strong patterns that can actually hold us back and keep us stuck in place. The good news is, there are simple and effective strategies for making our brains work for us instead of against us.

In this interactive session Robb will teach us to harness the creative capacity of our minds to achieve the best in life—professionally and personally.

Upon completion of this session, you should be able to: • Understand how your brain literally creates your reality and, ultimately, your results.

• Identify three extremely unhelpful default settings in your brain.

• Condition your brain to overcome its unhelpful settings and take charge of your own outcomes.

Well-told stories can illuminate great ideas and create unforgettable, breakthrough moments by “priming the emotional pump” for the listener. In this workshop, master trainer and speaker Katherine Eitel will show us how to reframe our ideas and bring them vividly to life with stories that educate and captivate. She will also help us outline our three days together at Coordinators Conference to formulate an action plan we can put to use immediately.

Upon completion of this session, you should be able to: • Think like a leader by reframing your circumstances.

• Speak like a leader using the power of story selling.

• Create an action plan and manage expectations by agreement.

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—MEMORANDUM— To: All Seattle Study Club Coordinators From: Carla Kimball Subject: You’re Going to Love the 2015 Coordinators Conference!

Our 2015 Coordinators Conference is one of the most exciting programs that we’ve produced to date.

Here’s why it’s crucial that you attend.

[1] Competence With each succeeding study club year, members’ expectations rise and it is imperative that every coordinator has an increased level of competence in order to meet or, better yet, exceed those expectations. In this fluid and ever-changing environment what worked last year or the year before may not create the same magic this year or next. The skills you will learn at this year’s Coordinators Conference may be used immediately to bump the bar in your study club, your director’s practice and your personal life.

[2] Confidence The best study club coordinators are also good leaders. But not everyone is born with the confidence they need to become a leader. For most of us, confidence is something we acquire over time. Your attendance at CC 2015 will give you an immediate infusion of confidence that is based on the tools and knowledge you will acquire at the meeting. You can do this!

[3] Connections One more skill is needed to complete the package.

It’s the ability to build connections between the director’s practice and the practices that provide referrals. This is the lifeblood of the specialist’s practice and what pays the bills. This isn’t just about putting on educational programs; this is business. Learn from the masters how to build the connections that are so vital to the bottom line of your director’s practice.

P.S. Follow Shaida and watch the story unfold on the SSC Coordinators Conference Pinterest board.

That’s where you’ll see all of the bits and pieces of this meeting come to life over the next few months.

F R I DAY

M A Y 1 5 T H

THE 4 DISCIPLINES OF EXECUTION: ACHIEVING THE WILDLY IMPORTANT

Jeffery Downs Jeff’s session was so successful at the 2015 Symposium, we had to bring him to Coordinators Conference. The 4 Disciplines exist for one reason—to teach us how to carry out a plan in the midst of a whirlwind of interruptions. Often we are so busy just maintaining the study club, fulfilling other duties in the practice and taking care of our families that we can’t find time to execute on the most important priorities.

The 4 Disciplines and Jeffery Downs will help us focus our energy on a winnable game in the midst of distraction.

Upon completion of this session, you should be able to: • Acquire a highly effective process for executing goals.

• Implement the 4 Disciplines in your study club, practice and personal life.

MEMORABLE MEETINGS

Brooke Tamble This workshop is designed to help us recognize and draw parallels between seemingly unrelated sources of inspiration and apply them to the study club. Participants will be asked to come prepared to discuss the best non-study club event they ever attended. As a group we will then drill down to the reasons why that event was so impactful. This is not about speakers or performers but rather event production, organization, ambiance, etc. We have all been to dinner parties, weddings, baby showers and other events that have left a lasting impression on us. Let’s discover why and find ways to duplicate that to create great impact for our clubs.

Upon completion of this session, you should be able to: • List several new ideas to improve your study club events.

• Create more impactful learning environments for your study club members.

• Incorporate the personal touch into study club life.

STAND OUT FROM THE COMPETITION

Greg Tice Does any of this sound familiar? The local dental society is putting pressure on the members to attend more, another specialist (the fourth this quarter) is starting some kind of study club, and you recently learned that the periodontist down the street is teaching weekend courses to GPs on how to place implants. Any one of these scenarios can generate a great deal of anxiety in study club directors and coordinators.

Relax. The reality is, nobody in your community does what you do the way you do it. Nobody offers the opportunity for personal and professional growth like your Seattle Study Club® affilliate does. There really is no competition. But in the minds of our customers there may be and perception is as important as absolute reality.

People “know” the truth as they believe it to be, so we must find ways to continue to build our brand story in the face of perceived competition.

We don’t have all the answers. We have some ideas that should be effective for you, but you will likely have even better ideas than we do. During this workshop, we will explore the various ways you may “compete” with the perceived threats out there and help your members and prospective members understand the value proposition of their club.

Upon completion of this session, you should be able to: • Grasp the various ways you may compete with the perceived threats in your community.

• Articulate to members and prospective members the true value of the experiences and growth afforded them in their local Seattle Study Club group.

DISCOVERING YOUR MEMORY POWER AND START READING SMART

Robb Zbierski As a study club coordinator, you must quickly assimilate and retain a wealth of information including member details, budget numbers, a/v requirements and a plethora of other event-planning facts and figures. A simple slip of the mind when negotiating with a venue or speaker can result in the loss of thousands of dollars. Fortunately there is a solution. We can train our memories and minds to help increase productivity and reduce unwanted stress. In this fun-filled program, Robb Zbierski will help make sense of how memory works and, better yet, how to improve it. He will also help each of us figure out how fast we currently read and teach proven methods to increase both our speed and comprehension. Prepare to impress yourself!

Upon completion of this session, you should be able to: • Recall a list of 10 items in and out of order without writing them down.

• Increase your reading speed and comprehension.

• Implement two practical tips to remember names and faces.

• Discover how a more powerful memory and improved reading skills will help you reduce stress and become more effective.

PEARLS

Carla Kimball This workshop has proven to be one of our most highly rated and valuable sessions. This year, first-time and returning coordinators will come together in small groups to share at least one thing they’ve developed that has positively impacted their study club. It may be a new way to recruit prospective members, an outstanding meeting theme or an administrative detail such as handling RSVPs and no-shows. This is a great opportunity to take advantage of our best resource for ideas and information—our fellow coordinators.

Upon completion of this session, you should be able to: • Describe successful techniques for study club administration and management.

• Build supportive relationships with other coordinators in the network.

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st Time Attendees

Hear their stories at seattlestudyclub.com/ultimatestory

STUDY CLUB 101

Greg Tice This is a two-part session that is essential for all first-time coordinators. Greg will begin by exploring the “why” and “how” of the study club—breaking down club composition, interactive programming and curriculum structure. In addition, he will teach the history and core values of the Seattle Study Club® organization.

Upon completion of this session, you should be able to: • Grasp the coordinator’s role in study club management.

• Explain the basic guidelines of Seattle Study Club academic programming.

EVENT PLANNING 101

Lisa Nicon This class is an extension of Study Club 101. Event Director Lisa Nicon will dive into event planning, food and beverage and audio/ visual requirements—connecting everything back to the various types of meetings run in any study club program.

Upon completion of this session, you should be able to: • Understand the basics of event production.

• Discover the secrets to running a high-quality event on a tight budget.

Cultivating Excellence in Comprehensive Dentistry

SATURDAY

M A Y 1 6 T H

Communicating Under Pressure: Knowing What To Say When Dealing With Difficult Situations Or People

Kathy Botè In the role of the coordinator, we may be faced with the prospect of having some contentious conversations. Examples of potentially difficult conversations include those with members who (a) confirm attendance and then don’t show up, (b) fail to RSVP but show up anyway and (c) don’t see the value in interdisciplinary treatment and therefore don’t collaborate on cases. In addition, sometimes we have to deal with difficult personalities—be they patients, referring doctors or their staff, or perhaps someone employed at an event venue, hotel or meeting space. To help us take the guesswork out of dealing with difficult conversations or people we have brought in expert Kathy Botè.

During this unique workshop, we will learn how to approach any situation or person with confidence, tact and finesse while building a positive relationship.

She will also teach us how to connect with someone in 30 seconds or less and how to implement strategies that prevent defensive responses. Together we will learn how to build new habits of interaction, reduce stress and take charge of difficult conversations, situations and people.

Upon completion of this session, you should be able to: • Use your words, voice and body language in ways that have the greatest impact on reducing negative feelings.

• Apply the six steps to handling difficult people and situations without creating or becoming one.

• Establish trust and build a stronger relationship by addressing expectations and needs.

MEETING DETAILS The Woodmark Hotel, Yacht Club & Spa is located on Carillon Point in Kirkland, Washington (1200 Carillon Point, Kirkland, WA 98033), 25 minutes from the SeattleTacoma International Airport. Reservations may be made by calling the hotel directly at 425.654.5233. The Seattle Study Club® room rate is $209 per night plus $12 amenity fee and tax. Please make and guarantee your own reservation. You will want to arrive on Wednesday, May 13 and depart on Sunday, May 17. Please understand that in exchange for the discounted rate, a non-refundable deposit equal to two nights’ stay is required to hold your room reservation. $1,895 (if received at the Seattle Study Club® office on or before April 1, 2015; $1,995 after April 1, 2015). Tuition includes: two and a half days of educational programming, three breakfasts, two lunches, a welcome reception on Thursday night and a final event on Saturday. This brochure represents the speakers and activities that have been booked at the time of publication; however, speaker or activity cancellations occasionally occur, for reasons beyond our control. If that happens we may substitute another speaker or activity, or make a change to the schedule, without giving registrants prior notice.

If written notice of cancellation is received at the Seattle Study Club® office by March 20, 2015, all but $250 of your tuition will be refunded. If received between March 21April 1, 2015, 50 percent of your tuition will be credited toward your registration for the 2016 Symposium or the 2016 Coordinators Conference. No refund or credits are available for cancellations after April 1, 2015.

If you have any questions, please contact Carla Kimball at the Seattle Study Club® office at 425.576.8000 or by email to carla@seattlestudyclub.com.

DISCLOSURE OF COMMERCIAL SUPPORT Some speakers have current or past commercial affiliations (such as receiving research grants, speaking engagements, travel reimbursements, honoraria, etc.) with the following companies: Kirk Behrendt: Owner of Act Dental; Kathy Botè: Courage Speaks, LLC; Jeffery Downs: FranklinCovey; Katherine Eitel: CareCredit, Next Level Practice and Owner of Lioness Learning; Bob Salvin: CEO and majority owner of Salvin Dental Specialties; Greg Slayton: VP and minority partner of Salvin Dental Specialties; Robb Zbierski: Benco Dental.

Academy of General Dentistry Approved PACE Program Provider FAGD/MAGD Credit Provider AGD ID# 300136 Seattle Study Club, Inc., designates this activity up to 18.5 continuing education credits.

Approval does not imply acceptance by a state or provincial board of dentistry or AGD endorsement. Term approval: 10/1/2011 to 9/30/2015

Seattle Study Club, Inc., is an ADA CERP recognized provider 11/1/2014 to 12/31/2018. ADA CERP is a service of the American Dental Association to assist dental professionals in identifying quality providers of continuing dental education. ADA CERP does not approve or endorse individual courses or instructors, nor does it imply acceptance of credit hours by boards of dentistry. Concerns or complaints about a CE provider may be directed to the provider or to ADA CERP at www.ada.org/cerp. Seattle Study Club, Inc., designates this activity up to 18.5 continuing education credits.

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Kathy Botè

Ms. Botè is an international speaker, author and trainer. She has shared the stage with Tony Robbins, Dennis Waitely, Kit Grant and other noted speakers. Known as the “Kinesthetic Keynoter,” she actively engages her audiences with stimulating activities and enthralling stories while providing solid information and tools that work. Ms. Botè inspires audiences around the world to become their own heroes by taking personal responsibility and achieving the success they deserve.

But she does more. She gives them the tools they need to make success a reality through nononsense workshops, easy-to-apply tools, formulas and real-world solutions.

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Kirk Behrendt

Mr. Behrendt has been involved in public speaking, practice coaching, dental marketing and leadership facilitation for 18 years. As the founder of ACT, a dental practice coaching company, his vision is driven by his commitment to provide highly personalized care to the dental profession. The Pankey Institute and Dr. Peter Dawson’s treatment philosophies influenced him early in his career. Since then, ACT’s mission has been to provide the most ethical and value-driven service known to the profession of dental practice development. Mr. Behrendt lectures all over the United States to help individuals take control of their own lives.

Robb Zbierski

Mr. Zbierski helps clients develop professional skills and positive mindsets that let them discover their potential and maximize their results. His purpose is to inject excitement into everything he does; guiding others (and himself) to become more effective in what they do while enjoying every minute of doing it. He believes when you can more effectively accomplish the things you feel like you need to do, it lets you have way more fun when it comes time to doing the things you want to do! Mr. Zbierski is a dynamic and engaging speaker, with a history in product management, sales and marketing who makes every effort to connect with the audience to help them understand what can be accomplished with the right attitude and work ethic.

Bob Salvin

Mr. Salvin is the founder and CEO of Salvin Dental Specialties, Inc., a Charlotte, North Carolina based manufacturer of surgical instrumentation and biomaterials for implant dentistry. Starting from the trunk of a used car in 1981, he has built a business with global brand recognition; now doing business in over 110 countries.

Mr. Salvin is an alumnus of North Carolina State University, the Strategic Coach Program and the Center For Creative Leadership. He is a past president of the Charlotte World Trade Association and the Metrolina Business Council. He is the recipient of the Gateway International Trade Award, the North Carolina Governor’s International Trade Award and the Seattle Study Club® Charlie English Community Education Award. He is also an Ernst & Young Entrepreneur of the Year Award Winner. In addition to Salvin Dental, Mr. Salvin serves on the boards of Clarion Research Group, a Pennsylvania-based biotech company and Lancer Orthodontics, a California-based orthodontic company.

Jeffery Downs

Katherine Eitel

Ms. Eitel is an inspirational keynote speaker, workshop leader, corporate trainer, personal performance coach and creator of The Lioness PrincipleTM, a unique and powerful leadership concept for progressive individuals looking to access their full potential. She is founder of Lioness Learning, a revolutionary training company providing customized, in-house training for team cohesiveness, client service and goal achievement.

With over 25 years’ experience as chair-side assistant, treatment coordinator, marketing director and practice management coach, Ms. Eitel’s revolutionary communications training programs have helped hundreds of practices and small businesses throw out their old, tired scripts and access instinctive greatness improving marketing results, organizational systems, client service and verbal skills and the bottom line.

Mr. Downs is one of FranklinCovey’s practice leaders in the 4 Disciplines of Execution.

He specializes in working with executive teams in both private and public organizations to execute on their top strategies and goals. Mr. Downs has had numerous years of executive leadership experience and recordbreaking results. He has consulted with companies such as Intel, Boston Scientific, MSNBC.com, Medica, Collective Brands, Staples Promotional Products, Otto Bock and many more. Each of these companies continues to experience tremendous success implementing and using the 4 Disciplines of Execution.

Greg Slayton

Mr. Slayton has over 20 years of sales and management experience in the dental industry.

Immediately after college and prior to entering the business world, he spent five years with the Charlotte police department, serving as a field-training officer for rookie police officers. He also served in the United States Army Reserves for six years before receiving an honorable discharge. Mr. Slayton is a VP and minority partner in Salvin Dental and is responsible for the recruiting and training of the entire sales team. He is responsible for ensuring the quality of the total customer experience. He is an alumnus of the University of North Carolina-Charlotte, the Harvard Business School Management Development Program and the Strategic Coach, a three-year focusing program for successful entrepreneurs. He is active in his church and serves as the committee chair for Young Life.

635 MARKET STREET | KIRKLAND, WA 98033 | SEATTLESTUDYCLUB.COM | 425.576.8000