January 2003
12 practice killers -- Part 2
by Dr. Dennis Nikitow
Last month, I identified the first six practice killers.
Hopefully, you've started implementing some of these proven principles
already and are understanding that practice killers are not necessarily
things we do but things we don't do.
Here are the next six "killers" I want to talk
about, beginning with:
7. Procrastination. This is the biggest killer of all. It doesn't only kill your
practice but it will kill your relationships, your happiness, even your
life. It's a life principle we need to teach to our patients and apply
ourselves. Simply put, do it NOW! You must take action. It's
better to take action and fail then to take no action at all. Move, start,
risk, try. Mike Ditka said, "You are never a loser until you stop
trying."
Patients can't start taking care of themselves and expect to
be perfect if they've procrastinated on maintaining their spine. Your
practice success is exactly the same. Get off your duff, quit complaining,
and take action. Implement the first six principles from last month, go to
that seminar, make that call, schedule that talk or spinal screening,
whatever it is, do it now. Too much analysis leads to paralysis and
has also been found to be the leading cause of "crainorectal tunnel
vision!"
8. High Pressure. Think of high pressure as high blood pressure -- it kills!
Anything with too much pressure will eventually explode. There is no need
for pressure if you have the right communication system in place because
it educates and facilitates empowering decisions. That's what certainty
is all about. Making the doctor certain and the patient certain, too. When
there is no pressure, simply produce movement in a specific direction.
Certainty enables doctors to give patients options and
withdraw, knowing that they'll move forward enthusiastically in the most
empowering way. Never pressure people. Educate them on the options so they
understand the benefits and consequences with the decision they make, then
withdraw.
9. Not persevering. While character is who you are when no one is looking, perseverance
is the building block of character.If your practice isn't doing what you
want, redefine your mission and purpose, check your system and operating
basis. Are procedures in the system being done correctly? Review
procedural tapes, revisit your seminars, ask questions of your mentor. But
never, never quit! Chiropractors aren't quitters, otherwise there'd
be no chiropractic in the first place. When you became a D.C., you joined
a winning team.
10. Not confronting. Failing to confront means increased fear. While there will
always be problems in life, there'll never be one bigger than we can
handle. Remember perseverance? Confronting is part of perseverance. The
more you confront, the simpler your life will be. Problems will be handled
quicker and more efficiently and you will become a decision maker more
readily.
Confronting also incorporates confessing and forgiving --
among the hardest things for humans to do -- so, if you want success in
your life and practice, remember it's based on the relationships and
confronting issues, other people, even yourself and your shortcomings.
11. Not tracking. After every action you implement you have to evaluate the
outcome. This is called "tracking." When you do PR, establish a
PR tracking sheet to track the mood, locations, procedures, overall
attendance, percent of new patients coming in, etc. Track orientation
classes, payment plans, start ratios, etc. If your outcome is
unacceptable, check your procedures, focus, attitude, and overall system.
If you don't change your actions, you'll continue to get what you've
always gotten. In the same way, tracking will help you see what works so
you can continue doing it.
12. Not balancing your life.
Balance is the key. This verse from the Christian bible resonates strongly
with me: "Wherever your treasures are there your heart will also
be."
When I was single and just starting my family, I devoted most
of my time to my practice. As my family grew, I shifted the balance. Now
that I have six children -- and another company -- I try to
work with my church youth ministries and spend more time with God and
family because my heart has shifted. It has been my experience that God
blesses balance, for the treasures I have now are greater than before.
Sooner or later, nature will force you into
balance. If you spend all your time in your practice making money, you may
spend it in divorce or children's therapy for the unbalance you caused in
your life. You are in the balancing business as a D.C., so balance now and
live your life with success and certainty.
(To learn more about Certainty Practice Products and Dr.
Dennis Nikitow's upcoming seminar schedule, call 800/544‑3884.
Outside the
United States
, 303/721‑6202.)
