August 2005

Little things matter

by Dr. Dennis Nikitow

Chiropractors attend seminars searching for breakthrough answers to help their practices. Often, their focus shifts to the depth of specific promotions and technical excellence and they overlook the importance of the "little things." Yet, it's been said that the most important things we needed to learn we learned in Kindergarten.

Little things

Whatever system of patient management you use, here are some of those little things you should always remember:

*** Smile. Smiles are contagious and put patients in a good mood. They change a person's state of being. Imagine a time where you were down. For every smile you were given, you moved up a notch toward a better mood. It is amazing how we match the tone of other people. It's difficult to stay down when others around you are up. It's even hard to stay in the same state of mind if you force your physiology to smile. God says, "Don't focus on the struggle, focus on the blessing within the struggle." Jim Parker used to say, when the phone rings, smile and expect something great to happen. When you're smiling, people know it by the tone that you deliver whether they see you or not. Smile.

*** Be enthusiastic. Let them remember you and your clinic as the brightest part of their day. Most of the people they interact with are interested in themselves and could care less about serving someone else. They're just, "doing their job." A serving heart ignites enthusiasm. As you give enthusiasm it gives back. Change someone's day and watch the power enthusiasm gives you. Be enthusiastic.

*** Use people's names. It's been said that the sweetest sound to a person is his or her own name. When you use a person's name, the individual feels special and important ‑‑ not just another number. He or she becomes more intimate and communication becomes more relational. Patients love it when CA's and doctors call them by name. Use it often. It's a little uncomfortable when you first start doing it, but it becomes sweeter as you do it. Use people's names.

*** Look polished. Looking good isn't about being good looking, but about being polished. It's about being clean, well‑kept, coordinated and crisp. It's a statement that you take pride in yourself and therefore, people will automatically think you'll take pride in them. My mother taught me at a young age that you don't have to have the most expensive clothes, car or home but, if you're neat, clean, sharp, coordinated and well‑kept, you'll always look like a million bucks. How your clinic, staff and you look, are a reflection of the service patients think they'll receive. Eating, drinking, chewing gum, talking trash, wearing gaudy jewelry, nail polish, make‑up or hair style is unprofessional and unpolished. Oh, and tongue piercing, too. Represent chiropractic with class. Don't be a schlep. Be polished.

*** Keep a clean clinic. If you think your patients don't notice the crooked picture, the moth in the light fixture, the paper on the floor or the fuzz or hair in the head piece, you're wrong. Walk your clinic as a patient. Focus on what patients would see, not what you see. What needs to be changed or updated? Do things look sharp or professional? Is everything in its place? Keep a clean clinic.

*** Let salutations promote. When patients are leaving, don't just say goodbye. Say things like, "Change someone's life today, tell them about chiropractic." Or when they say, "Hi, how are you doing?" your reply could be, "We're great! You wouldn't believe the miracle we had in our office today." Proceed by sharing a testimonial. If a patient's first and last thoughts are to tell others about chiropractic, she or he will. Good bye, is just good bye. However, "tell a friend" or, "help someone else" means you're taking a proactive action step and people will participate. Let salutations promote.

*** Affirm and compliment people. Tell people when they're doing better, they look good, they look healthier, they look younger, their face is uplifted and their posture is better. Acknowledge when people adhere to their schedule or call in advance when they're running late. When they tell you they did something special ‑‑ won a prize, came in first, celebrated a birthday or anniversary ‑‑ get excited for them and affirm them. Everyone likes to be recognized and affirmed. Doctors and staffs should consistently compliment each other. You can improve all relationships with affirmations and compliments. You don't have to embellish or be fake. Just acknowledge what you might have taken for granted. Affirm and compliment.

*** Go the extra mile. I recently had a sprinkler system problem that needed urgent attention. I called several places, yet no one could help me for one week. I finally called a company that listened to my particular situation and even though they were booked as well, they offered to come out the next day. What was more impressive was that the lady I spoke with gave me suggestions to try and rectify the problem myself. She tried to save me time and money. I was so ecstatic, I wanted to hug her. Would I refer others to this company? Absolutely. They went the extra mile. Going the extra mile for patients means doing the little extra relational touches they don't expect. Call patients after their first adjustment, apologize, forgive, drive them to the bus stop if it's raining, offer to adjust them on off hours, or throw in a free service. See what happens when you do something extra they don't expect. Go the extra mile.

There are many other examples I could give, but I think you get the picture. Think back when things were simple. Notice little children and how the simplest little things illuminate them. You'll come to the realization that "little things" DO matter to all of us.

(To learn about the Certainty System, Certainty Practice Products and Dr. Dennis Nikitow's upcoming seminar schedule, call 800‑544‑3884. Outside the US, 303‑721‑6202.)