January 2006

Chasing the 'magic bean'

by Dr. Robert Schiffman

I have observed over the years that a lot of situations in chiropractic offices have been getting worse. This is amazing to me because it can only get worse unless you want it to get better. You have to want it and be willing to go after it.

I've had many chiropractors ask me questions looking for help in getting their offices up and running and helping to keep them going. Time and again, I've watched some people jump right in and follow my advice for a good 30‑45 days ‑‑ and then quit. Yet, the same people will work 35‑50 years doing the same thing if they're lucky, and will have never accomplished what they had desired to do, or even reached half as many people they thought they were going to when they graduated.

Why can't they dedicate themselves to their patients and office like they do their hobbies? Or even worse, they join every management group out there and don't focus on what they are being offered by the groups, and fail.

And then they come to me, or write, telling me all of the problems with these groups. When they fail, they try to blame me and anyone else who's had a modicum of success. Yet, when I ask them which parts of the plan I outlined for them they've accomplished, the answer is none of it! Of course, I then inquire as to why they didn't do as I asked them to do in the outline (I spent my valuable time creating for them) and the answer, again, is the same ‑‑ it was HARD!

Nothing we do in life is easy the first time or 20 that we do it! It starts in childhood. You probably don't remember this, but I'm willing to bet it was hard to get through your 'potty' training. It was hard learning how to drink from a cup without spilling it all over you. It was hard learning how to stay upright on a bicycle after the training wheels came off (if you were lucky enough to have those). It was hard learning how to write your name legibly. It was hard learning how to tie those blasted shoelaces!

Do you see a pattern developing here?

So the question that begs to be asked is, why do you think your foray into being the best chiropractor you could be should be easy? From where I sit, most of you think that's the case.

You constantly chase those 'magic bean' programs as I like to call them. While you know in your heart that just by joining these groups you're not going to get rich, you hold out hope. Why? Because the ad you saw said you would be RICH beyond your wildest dreams. You knew at the time it must be true. Why? Because there was a picture on the pamphlet cover of a guy standing next to his Lamborghini!

Or you join some program because of all the 'spillover' you're going to get. Remember this phrase and remember it well: Don't wait for spillover. Learn to motivate your patients and educate them and develop the skills necessary to CREATE spillover! In all actuality, most of you taking the time to read this article, do not take the time to learn the skills to educate or motivate your patients, therefore making it more difficult for you.

It's HARD to:

***  turn the interferences around you off and concentrate on learning the skills needed to be a success...

***  not go down to the golf course with your friends when you should be learning everything you can about being the best DC you can be...

***  develop your own list of things to do and to produce communication and develop relationships with your patients...

***  learn how to design a professional‑looking office...

***  learn the skills necessary to do your due diligence in investigating management groups before you join them...

***  actually write out a business plan.

Yes, it's hard to do all these things, and harder still to devote two‑to‑five years in building your business, even though this is what everyone must do to have a chance at being successful!

It's much easier to keep chasing those magic beans, or buying the CDs or joining group after group. My point to all this is, everything you do in life is hard at the beginning. But, as you keep practicing and learning, things start to become easy. As you see some actual successes (i.e. more new patients, more educated patients who refer) your practice and staff will start to become fun! Getting to the point where you're having a LOT of fun is what we're all truly after isn't it?

(Studying under CS Gonstead ignited Dr. Robert Schiffman's passion for chiropractic. The Life University graduate's career accomplishments have won him much recognition, and he is one of the most sought‑after speakers in chiropractic today. Dr. Schiffman ‑‑ founder of the Get the Big Idea Seminars and Coaching Programs ‑‑ continues to maintain one of the world's largest volume practices. Contact him by calling 877‑251‑0181, or visit online at www.getthebigidea.com.)