January 2006

Re‑invent yourself ‑‑ 2006

by Dr. CJ Mertz

Every year, we count on the latest models of automobiles. We expect and rely on their improvements and upgrades. Automobile manufacturers can't stay in business, let alone grow, unless they move forward with a commitment to constant and never‑ending improvement.

Are you starting 2006 with the 2005 model of yourself?

An automobile typically has about a dozen things that make it a successful product: horsepower, gas mileage, safety rating, sleek design, road handling, comfortable seating, functional components, durability, competitive pricing, reachable service. The same things matter each year as a manufacturer looks to advance the model of car.

From that standpoint, the chiropractic profession is much like the auto industry. What are the dozen things in your practice that matter each year? Enthusiastic referring, productive marketing, effective conversions, state‑of‑the‑art equipment and technique, 21st century patient education, purpose‑driven teamwork, excellent scheduling, superior patient flow, extraordinary retention, predictable patient results, growing profits?

I'm not saying there aren't other features that matter, but it's closer to a dozen as opposed to a hundred features on which to focus. Every year, most, if not all, of these aspects of your practice must improve if you plan to grow and continue serving more people. It's not good enough to simply set a new goal for 2006 to expect growth in the New Year.

Teams that keep posting bigger growth and better results year after year are led by chiropractors who are unafraid to re‑invent themselves and their practices. The world has watched Tiger Woods re‑invent his game while he was ranked number one in the world. Why? Because better results are something you earn rather than something you're entitled to due to past performance.

I accept 300 new clients each year. The average chiropractor is currently practicing with a model of himself or herself that's at least five years old. Can you imagine Mercedes coming out in 2006 with their 2001 designs and technologies? How would that work for them? Chiropractors' practices have gone flat because their commitment to reinventing their practices has gone flat.

The belief system you must adopt is that you should be more anxious or afraid of not re‑inventing (and being left behind) versus second‑guessing and putting off your next re‑invention. Team WLP has gone through its own revolution (as I do) every year for the past 18 years. That's what it takes to be your best, outdo your best, and sustain your best over time.

Re‑inventing takes more than someone giving you a few good tips or ideas. In fact, even thinking that's all that it would entail to re‑invent your practice and yourself is selling yourself short. The philosophy of chiropractic hasn't changed in 110 years. Neither do the core values around which you build your life. Yet, virtually everything else must change and improve! What you need is a vision of what's next and a detailed plan of action to manifest the systems and the culture necessary to spark your next level of growth.

Your re‑invention will take more than a motivational icon ranting and raving from a stage while you take notes that contain cool phrases that are "sticky." This is a serious process made for winners who won't accept anything less than a legendary future. Once you have revolutionized, tips and motivation can be useful. Imagine your new patients, your conversions or your retention significantly improving from where they are today. If you can see it, and you want it badly enough, you can re‑invent it.

There's nothing stagnant about building or sustaining a high‑volume, subluxation‑ based, cash‑driven, lifetime family wellness practice. What is your inner voice telling you that must be an upgrade for your own 2006 model of you? What significant improvement must your practice be able to produce in 2006? What new feeling or belief must your patients experience as a result of your transformation in 2006? If you don't answer these questions, who's going to do it for you?

Re‑inventing takes faith, courage, a great plan, some severe accountability to keep you moving forward, and a whole lot of action. Ninety‑percent of practices around the world that are re‑inventing and growing have a coach, so don't be afraid to ask for help.

Oh, yes, I forgot to mention, re‑inventing is also a ton of fun ‑‑ and one of the most rewarding aspects of practicing chiropractic.

(Dr. CJ Mertz is executive director of ChiroUSA, and founder and head coach of the prestigious Waiting List Practice [WLP] chiropractic training organization. See the WLP 300 patient per week opportunity on the back page of this issue. For information on WLP coaching services, call Tony Shinn at 877‑TEAM‑WLP. Ask him about WLP's 90‑day test drive. It may be just what you need to ignite your next level of growth and improvement in 2006.)