May 2005

The power of impact

by Dr. Dennis Nikitow

Why is it that one doctor will be more successful than another, yet both went to the same seminar, are using the same systems, and dialogue scripts? The answer is impact. One doctor impacts the patient while the other is just interesting. Patients take action when they're impacted. So, how do we use impact to get patients to take action to add chiropractic to their health care team?

The secrets to learning how to impact are found in the word itself.

***  I ‑‑Impress. You need to impress the patient. Making an impression comes from humility, not arrogance. Chiropractors can impress people easily by just being chiropractors. The problem is many chiropractors try to be something else. People are looking for different answers and chiropractic, fundamentally, is unique. By relating posture to spinal alignment, spinal alignment to nerve integrity, and nerve integrity to health and wellness will open your patients' eyes and surely impress them. As you examine your patients or explain chiropractic to non‑patients, impress them with the relationships between the subluxation and what part of the body is affected. This is especially effective when patients don't tell you all of their symptoms. A good example is forward head posture and related symptoms like headaches, TMJ, and heart arrhythmias.

***  M‑Motivate. You will motivate people by giving them hope. Hope comes from understanding the principle of chiropractic. Most people we see have been somewhere else and come to us as a last resort. They hope we have the answer to their health problems and are motivated when they understand the subluxation principle. When they see that nerve interference can cause many health problems, they are motivated to get their spines corrected and maintain them.

***  P‑ Passion. What motivates people more than anything is your passion for chiropractic. Passion comes from your purpose. If your purpose is to make a living as a chiropractor, you'll go through the motions and struggle. If your purpose is to serve others thru chiropractic, you will be enthusiastic, and passionate about the opportunity to be a chiropractor and help others. You will be excited when patients come in and sense your excitement and passion to help them. Remember, patients buy you and your belief and passion about chiropractic before they actually buy chiropractic. If you can't be passionate about chiropractic, and you constantly have to be pumped up about it, you should relinquish your right to be a DC.

***  A‑Assertive. Asserting yourself impacts people because it shows you are on a mission and are confident in your direction. It shows leadership and strength of purpose. It relaxes people because they feel you are in control of the situation, yet they don't feel an overbearing, pushy attitude. Assertiveness is not arrogance. It's knowing you do your job well, and that you will give your best. Assertive people are interested in getting the job done without piddling around and wasting time. They move from point to point in chunks, sure of the next step. Assertive people think ahead and anticipate the outcome of their actions before they do them. Assertive behavior enhances intuition and perception because these doctors are more focused. Patients automatically follow the lead of these doctors.

***  C‑Confidence and Commitment. When patients see the commitment you've made to be the best doctor you can be, the more confidence you'll exude and the more confidence they will have in you. This will, in turn, improve their commitment to following your recommendations for their health. Confidence impacts people. It reveals your belief about what you are doing and its outcomes. Believe and you will receive. Doubt and you will get nothing. Increase your belief by increasing your knowledge and awareness of chiropractic philosophy, and the research that backs up our principles.

***  T‑Testimonials. Testimonials of the successes of others create the greatest impact. People can relate to other people's stories. Testimonials should not only pose the problem, but the hardship that goes along with it. It should show how chiropractic not only solved the problem, but changed the person's life. Including pictures of before and after x‑rays, gives people a visual to anchor to, and a reference to what happens with subluxations. Adding the patient's picture makes it more personal, and establishes a stronger sense of reality.

Impact is the difference between having promotions that fail, creating a flat practice, and successful promotions, enthused patients, and an exiting powerful practice that grows and flourishes, and is fun to be in.

(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.)