Anne: everyone is and Duffy. And welcome to Dental Entrepreneur, the future of dentistry podcast. I am thrilled that you're here with us today. And I've got a very special guest. In fact I guessed it on his podcast recently. And so we're doing a twofer here and I get the honor of having him on my podcast.
However, before we get started, let me tell you a little bit about him. Greg Essenmacher. A leading expert in fixed full arch dentistry transforms single office practitioners into successful implant practices through tailored solutions and cross functional collaboration. As founder of GNA Consult, Greg enhances practice efficiency, patient acquisition, and treatment planning.
With a focus on Fixed full arch for nearly a decade. He integrates best practices and hosts the tooth sleuth podcast. Please help me welcome the amazing Greg Asenmacher. Hello, Greg. How are you today?
Greg: I'm great. Thank you so much. And
we cross paths, I think through DVIN and then reaching out and just so many good people in our industry.
Anne: It's just so fun.
Greg: It's an amazing industry. And yes, I think we originally met through DVIN. And then it was a guest on my podcast. I like to always in my,request to individuals, you know, I have a fantastic virtual executive assistant and, she came up with a Google form. And one of the last questions are, Who do you think would be a great guest to come on the podcast?
And I think it was Danine Dismore who actually said, Oh, you've got to have Anne Duffy on. And I had heard your name so many different times in different ways. And you and I run in circles. And, I figured you and I would bounce off each other at some point. And we did. And we met for the first time.
And it's just been a great kinship ever since. So thank you so much for inviting me on the show today.
Anne: You're welcome. I just like your journey because, the future of dentistry is for all of us, like not just dentists or practice owners or young graduates.
It is people like you that are forging ahead contributing to the future of industry tell us a little bit about how you got started in the industry
Greg: it's a long and winding tale and i'll try to be brief in the beginning So my journey actually was in a number of different industries prior to dental You know, I got sober at 33 and that's when I actually started a career prior to that It was the degrees on the wall with all of the letters behind it and really didn't make much of a career other than bouncing around here and there.
And then at 33, got sober and then started and said, you know, I should probably get serious about what do I want to do with my life when I grow up? One of the questions that I ask clients of mine, in so many different ways and words, sometimes those direct words. At 33, my first career was actually in rental car and became a corporate sales trainer very early on.
And education and training has always been in my lifeblood. I've always loved helping others to get the light bulb to come on, if you will. . And so that industry worked for a regional rental car company that ended up selling to another conglomerate, if you will. And so that opportunity ended.
I was looking actually. And there was this ad on monster. com some 18 years ago and, went for the interview. And we'll never forget this. I was the very first interview that morning and at The close of the interview, the gentleman asked me and said, I have seven other people I'm meeting today, all with dental experience.
Why should I hire you? And I don't know why, but I just had this bravado at the moment. And it was one of those, how dare you ask me that question? So I answered it with Because a year from now, you'll wish you had five of me. And I walked out and I thought, wow, like that was probably not the right thing to say, but I did get the call a couple of days later and I was hired.
And that was really the beginning of the journey for me in dental. And, it was fantastic. That was in 2007. I was the only rep west of the Mississippi carrying a bag, and for me, it's always been about work smarter, not harder and use resources in the industry. It was a biologics company.
The number one implant company of the world at the time, or at least in North America, did not have a biologic line. And so I reached out to all the individuals I knew in that company and said, If you want to keep the competition out, you should probably invite me to all of your study clubs and all of your fill in the blank.
And that really for the next five years was a big part of what I did to build and grow that brand. Before 2013, being invited to help. really launched the Neodent brand underneath the Strauman Group in manufacturing and did that for quite a number of years before having the courage to launch my own three years ago, which is what I've done with GNA Consult.
So that's my journey in dental over the last 17, 18 years in industry that I have grown to know and love.
Anne: Wow. Well, A couple of things there, Greg. have a good friend, her son went into the rental company business and I can't remember which one. I think, Hertz I'll never forget it. The training program he went through in that company was stellar. He learned how to interface with customers. He learned how to get the business. He learned how to say yes. upsell. That's really cool.
A lot of people think that those are not that of an job right out college with a four year degree, but that's a great training ground. would imagine that training that you had there spills over into what you're doing right now with your own business. There's that and how cool that you got in with drama and one of the biggest, really great reputation companies and then you learned all about dentistry.
You were so smart because if you're in all those study clubs, you probably have the entire spiels. Of all of these speakers memorized after hearing them over and over and over again. that's like getting an MBA in dentistry right there. And that was your idea. So obviously you're pretty entrepreneurial from the get go.
So tell me why you decided to jump into starting founding and having your own business.
Greg: Yeah, I appreciate that question. It's a really good one too. So was sort of part way. So, In 2015, there was a change Neodent and I started my own opportunity and it was GNA Consult and thought, wow, I really want to branch out on my own.
I want to be a business owner. And, through some bumps and bruises, you learn things along the way. And sometimes you have to learn who not to go into business with. And, it cost me some time. Sanity, some mental, physical, Financial cost to learn some lessons and, went back to near that in 2018 and then it was three years ago that there was some more changes in my life.
And it was really this time around that Julianne O'Connor, she's a fantastic person in my life who really encouraged me and said, you really should do consulting. You have got the knack for it. You've got the knowledge. You really have a lot to share. And you've helped to build so many dental practices and groups, and you have so much knowledge in this space.
I just strongly encourage you to move forward in that. And so that's what I did, and I took that encouragement and took that leap of faith. And, there were certainly times in the beginning that I thought Mmm, man, but Corporate America. I'm so grateful for the time that I spent because I learned so much and not just at the Strauman Group, but elsewhere and from others of really how to build a plan, execute on a plan, take the best from those plans and discard the rest and build on it.
Right? You know, you know, Uncover, discover and discard if you will. And build on that, which has been just an incredible experience for me. Even to this day, transitioning from one director to the next in my company, full time employee learn just how to do that and brush off, very quickly, take the best from what you learned from the last and move on to the next.
And not really get terribly emotionally attached to individuals. There's a great book called who not how, instead of trying to figure out how to, do the 10 X and build an exploded company when clients are coming on board and there's more, and you're trying to figure out what's not working, what's working really well.
It's finding the key players and trusting those you trust in the industry and being really vulnerable with them and saying, Hey, this just didn't work out rather than going into a shame spiral for a week or two weeks or, However long it is and just saying, Hey, this didn't work out.
This is what happened. And doing that inner work of saying, what was my part in this? How did I contribute to it? And I owned it right away. Maybe the job description wasn't clear. Maybe I wasn't clear on what I was asking for. Maybe the amount of time of giving feedback wasn't clear.
And what parts did I need to grow from in order to help the next person to be even more successful and identify what my needs were. And so it really has been an incredible experience of just learning every single day as an entrepreneur, because it's not a static thing.
I love hearing from others. And I talked to other entrepreneurs all the time about that, what are you learning? What was the biggest Challenge for you. What are some of the challenges you've had to overcome in order to get to success? Cause people see that at conferences on the face of it, they see the, Oh, you had a, you know, a 20 million raise or, funds, or they're on the main stage of fill in the blank like yourself, you've built, I'd consider like a little empire, and they see that on the face of it, but the struggle behind it. They don't necessarily see that part. And being able to share those pieces are what helped. The entrepreneurs that are struggling that do have the bumps and bruises that are in the thick of it that are just trying to hold on because they lost a big client or something's not working in their company, or they're overwhelmed and they can't balance life and kids and spouses and fill in the blank.
I'm
Anne: having a hot flash. Okay. bring me back to all of those crazy times. Greg and first of all, a couple of things that's very cool that you went back to Neodent because my husband started his own business in the chemical industry and I begged him to go back to corporate about two years in because those are the tough years.
Those years are really tough and they're a learning curve. You're right. you don't even know how to get the right people in the right seats. And there's so many new things every penny comes out of your pocket, right? so kudos to you to have done such a great job that you went back and were smart enough to like, okay, let's pump the brakes a little bit.
Maybe the timing's not right. and then next time you step your foot into entrepreneurship, it feels a little different. You're a little smarter. You've had a chance to have a steady paycheck for a while, which is also very helpful to get you whole again, right? And, find that you're very good at adaptability.
Greg, because you could pivot there and not just be so stubborn. Like going to stick this out. And my wonderful husband, which he's done great and I'm very proud of him, but sometimes you know, when somebody opens another door for you, it's not a bad idea to just step in for a minute and then come back out.
And then the other thing you didn't burn any bridges. So that's really cool. you still have a great reputation in the industry of what you're doing. So people will open those doors and answer your phone calls and answer your emails because of who you are and who you were with that company. And we both know dentistry is a relationship business.
people talk and I would like to say that people most of the time say great things about you and me, and just because somebody doesn't fit. The seat on our bus doesn't mean they're a bad person. love Kurt said one time, we release them for a better opportunity that suits them better.
was one of the hardest things that I learned as a business owner and like really ramping up, especially with dental entrepreneur woman hiring team members and releasing the ones that really didn't. That with me and wasn't like they were bad people. They're great people, but somehow we just didn't jive and we weren't being successful together.
And that takes a lot of courage. And agree with you also, we need to speak with each other in the industry, something about the community, because sometimes we need somebody that, knows as well to tap us on the shoulder and say that's not working. You need to move forward instead of hanging in there for some time.
But I think. You hit on something also the challenges. So what were the challenges that were specific to you, Greg? And then you talked to so many people, what are the challenges you're seeing out there in the whole of the industry
Greg: For entrepreneurs, I think it's that jumping off point is the first one of, do I walk away from, the steady paycheck, the benefits, the fill in the blank, right?
where It's not all on me and you referenced it earlier and I think you said it so beautifully and I'm not going to try to paraphrase it because I don't need to repeat what you shared. in such eloquent words, it's that piece of When is it time? And I think there's a number of individuals who have really hit the nail on the head and side gigs is the phraseology that so many are using now.
And it's an opportunity in GNA consult That I give opportunity for individuals to do coaching, Because a lot of our concept is to do with clients. It's customized training specific to them. And it's through weekly recorded sessions with their team members that they then get to keep.
So they have kind of a customized LMS platform of their own, which we think is fairly unique. I'm sure others may do it, but in the full arch space, it's fairly unique. And so it gives an opportunity and we allow individuals, 1099 coaches, like up to five. hours a week to come on and do that to learn about what we do.
And if it is a fit, then typically that's where we end up having individuals come on in a larger capacity into a role. And we've found individuals who were doing that as a stop gap in between as an adjunct who are hygienists New moms or have young kids and want the flexibility and I've had others who have talked to me and said, isn't that kind of challenging because then they start to learn the material because it's not just simple, a plus B equals C because it's pretty in depth right now, for taking the lead calls, maybe so much so.
But when it comes to treatment coordinating for big cases, this is a whole different realm, right? So to get them up to speed, it takes a lot of investment of time, effort and energy. what I share is that If one in four, you light a spark and a fire and you give them the opportunity to branch out on their own and to really lean into their passion and become who they're intended to be, then it's all worth it.
Because it's not all about me. It's not all about what can it do for my company because it comes full circle. 95 percent of my business comes from referrals, whether it's an existing client. Referral or if it's from some type of engagement and thank you for this opportunity to be on your podcast because there's a lot of promotion whether it's on podcasts or speaking for the main podium or a webinar series giving away free content The content that I have if clinicians can implement Systems and processes that i've created just from best practices around clinics all over the country at calm all clinics They're medical clinics of the mouth get over at people if you have a problem with that, right?
Yeah the mouth body connection You This is the opportunity to open up. So one of the challenges is that time of when to pull the trigger. Well, The side gigs can be an opportunity. And if current employers aren't encouraging that, I think it was Richard Branson that said train people. the ability to leave, but treat them like they don't want to.
And I'm paraphrasing that and that's really what it's all about. I understand some companies that don't want to do that. And that's okay. That's their choice. So that's one. And then once taking the leap into entrepreneurship, I think One of the biggest advantages that entrepreneurs can do, and it's something that I did, but it was super difficult, even though I'm outgoing, I have thick skin, I have the ability to get turned down.
Outside sales forever and ever, and then working my way up into corporate America. I mean, You get used to like hearing no, and you have to, but that ability to continue to ask for help. And there's so many people willing to help. I've had so many individuals who have had that initial conversation with me, Hey, can I reach out?
I'd love to have a call. The answer is yes. It's always yes. but the onus is on the individual to then reach out and then to set a follow up. always and never words. I try not to use one. Yeah,99 percent of the time I will.make time for the individual and then come with information.
I'm happy to share all of my experience, right? That is so important to give back to the community to the industry. That's been so good to me. And I love doing that. Because again, it's full circle moments to be able to get back from the industry that's given to you. And so I think that's the second biggest challenge is really just continually reaching out and putting yourself out there.
Even if you don't have the best portfolio, even if you don't have the best product that you've fully vetted, even if you don't have fill in the blanks. Just get out there. Ask. Reach out. But do it in a personalized way, Not the blanket 5, 000 emails that say, Mr. So and so, right?
Hey, Greg.
Anne: was on the women's panel at the nachos meeting last week was a great meeting. And one of the questions we were talking about mentor and mentees. lot of people say, I want you to be my mentor. You want to come to the party, like someone would come to you and say, this is what I do.
This might be how I can help you and then get that relationship going. Then that mentorship will develop. naturally, organically. I think that's really good advice to be able to know they have the onus on them to reach out because I'm the same way. I will help anybody Some people fall through the cracks, but I tell people, if I don't reach out to you or answer your email, please email me again, because I travel so much. And sometimes, you know, I get back and I've got, you know, a hundred emails and maybe some at the very beginning I lose.
I would never do that on purpose, but people don't realize that we're here to help each other and keeping that spirit of generosity and no scarcity mentality. And back to the full arch thing.
First of all, what you're doing is new and it's certainly new to all the young docs out there. I would imagine their hands are shaking. Like I'm going to do a full arch and, course they need help.
Of course they need a coach. in the, summer DE, I just proofed it this morning. It's so good. And it's really talking about what a coach can do for you and building your dream. What is it you want to do? And let's help get there.
And I feel like I have a tendency to, to be a little haughty, H A U G H T E R. Okay. That I know everything and I don't. And a coach can help you through the highs, the lows just about everything.
and especially if you're an entrepreneur and a practice owner, it's a roller coaster that's entrepreneurship. if you're delving into any of that you do need a support group that you can call up and cry, laugh, and celebrate with.
Greg: Yeah, I appreciate that comment. And there's a couple of pieces that, immediately come to mind when you talk about that. The first is, all the hygienists of the world that are getting all of these hybrids in their chair and not having the education to be able to handle them in a responsible way.
Because I know that the vast majority want to do an excellent job and take care of these because it's such a huge investment for the patients. That's one whole area that needs to be addressed in the industry. I our industry.
My space is a 1. billion dollar annual. So it's a huge growing and growing. Yeah,5 to 8 percent a year.The other piece that I'll talk to, and for anyone out there listening, if you hear your clinician and they're doing Full Arch, trying to do Full Arch, struggling in Full Arch, and they're hopping marketing companies every three months or so because the marketing is just not working, can I just please say this and yeah, I'll be pretty bold and blunt and my Detroit will come out right in your face on this one.
Maybe it's not so much the marketing, maybe you need to look at your team. That's where a coach can come in. That's where a process can come in. And at GNA consult, we don't want to be a permanent fixture on your PNL statement and be a drag on that period, It's giving the tools. If you want the tools, go to my website, go to my LinkedIn page, go to my socials and grab it.
And if you can implement it yourself, do it. If you want to accelerate that learning and get some serious, acceleration to everything, then give us a call. We'll have a conversation. The reason I say that is because so often it's that here's the clinical knowledge that we went and learned, And then here's a marketing company that's promising the world. And the gap in between is the team, It's taking those leads and turning them into consultations. It's the consultations into starts, and then it's the process all the way through to where the aftercare, all of those pieces and being cohesive and messaging and branding and being able to have a team that's ready, willing, and able to handle this whole new aspect of dentistry.
It's not like a couple of implants and then, oh, you just add a few more and it's fixed prosthesis. It's a totally different. journey. It really is. And that's why some are super successful and that's why some are really having difficulties, especially in the economy that we're in. But some are super successful and the industry is still growing and the baby boomers are retiring and the opportunity is continuing to grow.
So just make that last comment because I think it's super important to be very frank and honest that clinicians don't have the bandwidth to focus on that aspect. Regional managers and emerging D. S. O. S. Don't have the bandwidth to focus on it. Coaching the coaches is a great way that we work with that, but giving the right tools and tracking mechanisms and follow ups and guidance from best practices around the country of those that are doing it well.
Is the best way to move it forward, whether it's us or whether you're doing it on your own. So that's really the piece that like you're talking about. It's where is that disconnect in such a huge, vast industry with tremendous upside, but also carries with it tremendous frustration because you can literally give away all of your profitability from the GP side of your practice, attempting this full arch space.
And I've seen it before. And that's when we usually get brought in, not when things are going swimmingly, but when things are a struggle, and that's okay too.
Anne: thank you for saying that because, it's just like getting somebody to help you when you have a startup, don't know how to do all that.
So you can make a lot of mistakes. You can lose a lot of nights of sleep, or you can work with someone that has the know how, how to, not only get the butts in the chair, You got to get some in the chair.
But if you don't follow through and there's a big disconnect on I'm just going to say belief. I would say one of the big things that you have to do with the team members is get the belief up that this is something that is real. Not only doable, but it's worth every cent and that they believe it with their whole heart and their mind.
They believe that they'reowner or the that is going to do procedure can do it. There's so many things that they need help to understand that. So that patient gets the great result that is available. And as we've seen. In so many different scenarios, it's so worth it when you see that patient smile and just their life totally changes.
we were in such a wonderful, field if we take out our inhibitions for basically selling it because we believe in it so well. But Greg, this last question, if you could go back and tell Your first month business owner self, one thing, what would it be?
And why?
Greg: that's a really good question. You know, If I had to go back and tell. month in business self. One thing and whyI would borrow that Nike slogan, just do it. The hesitation the fear of failure and the fear of success.
Holding me back. Yeah, that's what I would say, use this all the time with guys that I sponsor and recovery and it's justdo the next indicated thing, It's great to have the strategy, but just do the next indicated thing, one foot in front of the other.
And eventually you can have some pretty significant success and look back and say, wow, okay, that's where we're at now. Now what's next?
Anne: that's so wise, Greg. And I appreciate you sharing that because, principle number two in our do community, D E W, is just do it.
And then number nine is start and don't stop. And I really like that it's small steps and then you're not alone. You find your tribe, you find your community, you find people that can help you. and it's very rewarding to be able to make your decisions, be your own boss and leave your own legacy.
So I am so thankful that you're here. I started my career with side gigs and I practiced for 46 years, but I started my side gigs in my early forties. I needed the flexibility and I don't think I was as fulfilled not having side gigs that helped me grow in the industry so much more powerfully than it would have if I just would have stayed clinically all those times.
So I know there's a lot of, people that are listening to this now how do they get in touch with you?
Greg: The easiest way is to look me up on socials if you can figure out how to spell Essenmacher. that can always be a challenge. But my website is really the easiest way and it's dentalconsult.
com. For the number four and the letter U. So dental consult number four letter you. com. That's the easiest way.
Anne: All right. Well, It's on the screen and it'll be in our show notes. it's so fun to get to know you so much better. And I guess I'll see you at the upcoming meeting, I'm sure in the fall.
until then, anyone that's listening to us remember keep doing you and thanks for being with us today. We'll see you next time, Greg.
Greg: Thanks so much. And I appreciate the conversation.
Anne: My pleasure.
