November 2003

What your patients will NEVER tell you

by Dr. Tony Palermo and Jeff Smith

Last time we discussed one of the most important keys to building a successful practice: If you add value to others, as THEY define value, you will be financially successful.

The key then is how do your patients define value? And what do they really want when they come in to get adjusted?

The answer may shock you. It's a secret your patients will never tell you. In fact, I would never have thought of it either if Jeff hadn't clued me in.

He told me that since first seeing a D.C. 17 years ago, he discovered something "mind‑boggling" when talking to countless chiropractic patients.

In his words, "When I talk to them, they tell me things they would never tell their chiropractor, and this is the secret I've heard from many of them. They don't really care about optimal health nearly as much as they SAY they do ‑‑ or as much as their doctor would like them to. Period."

The truth of this is obvious by looking at their actions, since actions DO speak louder than words.

If patients truly wanted perfect health, do you think they'd be working in stressful jobs, remaining in unproductive relationships, eating fast food, drinking alcohol, smoking cigarettes, not exercising or sleeping enough, and skipping their chiropractic adjustments? Exactly.

While many of you may be thinking that's why we have to spread the message of chiropractic... and educate, educate, educate... and get them coming in three times a week... and make sure they follow all our recommendations... and... etc., Jeff and I want to change the way you think about your entire practice. In fact, the following paragraphs may be the most liberating you've ever read.

When you come to accept the reality that not all of your patients are as into optimal health as you would like them to be, you have two choices. You can either try to convince them and change them (sounds like a whole lot of work to me) or, you can quit worrying about things you can't change and control ‑‑ and focus on what you CAN.

What you can't change or control is what your patients want. You can't change or control what they value or their actions. Yet, that's exactly what most D.C.s waste most of their time trying to do.

What you can change and control ‑‑ the ONLY thing you can change and control ‑‑ is yourself. And that is precisely what most chiropractors spend most of their time trying to avoid!

In other words, you can clutter your mind, your practice, and your life trying to change people ‑‑ and the world. Or you can consciously create things you just enjoy doing for the sheer intrinsic enjoyment of doing them.

If you love adjusting ‑‑ adjust. If you love educating ‑‑ educate. If you love doing lectures ‑‑ do lectures.

If you love radio broadcasting ‑‑ do radio broadcasting. If you love doing screenings ‑‑ do screenings. If you love doing a TV show on health ‑‑ do a TV show on health.

But, here's the key that will give you more freedom than you've ever had before:

Your responsibility stops there. You are responsible for yourself. Your patients are responsible for themselves. Period.

Accepting that fact and accepting your patients wherever they are IS the way to serve and love on the highest, purest level. It's really quite simple ‑‑ and quite fun ‑‑ when you think about it.

You do the absolute best you can. You enjoy life ‑‑ and every adjustment ‑‑ 100%. Live 100% present, 100% conscious, 100% ALIVE. And that's IT!

Just be here. Now. Nothing more. That's not only all you need to do. It's all you CAN do. It's all that any human can do.

Yet, we keep trying to do "more." Well, it's impossible. Doing more is the ego talking. Let it go. Don't worry about yesterday and fear tomorrow. That's a terrible way to waste your now.

Practice from your heart, not your ego. Regardless of what others think or say, the language of your heart is doing what makes you, YOU. Let everything else go.

Letting go IS love. Love is not forcing things, trying to put square pegs in round holes. Love is simple. Being yourself ‑‑ now ‑‑ not trying to change or control others, that's love. That's being loving. That's the best you can be ‑‑ and the highest you can serve.

Yes, it's that uncomplicated. That's all you have to do. Nothing more.

LET GO of the rest and watch the peace come. The fun. The energy. Can you feel the freedom? How about that smile on your lips already?

Send an e‑mail to drtonyp@aol.com and let us know about the feeling of that smile.

(WCA Executive Director Jeff Smith is an acknowledged authority on "outside the box" success strategies for chiropractors. As a non‑chiropractor who's been a patient of chiropractic since he was 17, his unconventional ideas have revolutionized the lives of an exclusive group of D.C.s in "The 2X+1 Chiropractic Mastermind," his private by‑invitation‑only community of the world's top doctors. Smith is the author of dozens of books and courses, including "The Stress‑Free Chiropractic Success System." To discover more about The 2X+1 Mastermind and how doctors are using the 2X+1 Principles to create their Ideal Lifestyle and Ideal Practice, go to www.chiropress.com.

Dr. Tony Palermo serves as CEO of the World Chiropractic Alliance. His Bethlehem, Pa. "dream practice" is 100% cash, 100% by referral/members only, catering to health‑conscious individuals and their families. He joins Jeff Smith as co‑leader of the prestigious 2X+1 Chiropractic Mastermind. In addition, Dr. Palermo offers success‑oriented chiropractors coaching for pennies per day! Visit www.DCStayingPower.com to learn more and be sure to take the FREE Practice Quiz!)