April 2007

What do they want?

by Dr. Ogi Ressel

Okay. I hear you. You want to see tons of kids in your office. Your whole office is geared up for it. You've dropped the tasty neo‑classical paintings on the walls. Instead, you now have kids' pictures, finger painting, suckers and have learned to be comfortable with children. The rich carpets, the Bombay Co. appointed furniture, and your staff oozing eloquence‑speak are gone.You love kids and totally "get" that this is where chiropractic's heading. You're all set.

But... it's just not happening.

And the most common reasons your patients give you? "I can't bring in the kids because I don't have any money." "I have no time." "The kids have no time." "They have their piano lessons, and then there's their soccer, and baseball, and drama and there is just no time. They are so busy." "We simply have not planned for this." "My husband doesn't feel they need it." "They're ok. There's nothing wrong with them." "We just don't have the money to do this." I'm sure you can come up with your own version of some amazing reason.

All of us have faced these excuses, right? Absolutely! So, how do you conquer this?

Let's start with me telling you a very basic truth. The "no money" issue is not the problem, it's only a symptom.

Listen, people will spend money on three basic things: Leisure, pleasure, and health. And it all boils down to, when people want something, they get it. It's that simple.

Look at yourself for a moment. When you want a certain "thing," you get it. You may whine and whimper, but eventually it's yours.

When people have a want, they'll do anything to get the money in order to be able to buy it. They will put it on credit, borrow it, steal it, mortgage it, sell it, trade it... they'll do anything it takes to get it ‑‑ as long as they want it.

For example, we live in a world where people are doing whatever it takes to become more like the celebrities that they see on TV! They're taking out loans to get plastic surgery, to get that new Louis Vuitton handbag, go to the latest celebrity hot spot, stay in first‑class hotels, purchase that Porsche. The list is ‑‑ literally ‑‑ endless!

Are these things important? To you, no. To them, YES! They want to live the life they WANT. So, the reasons people give for not paying you or not bringing their kids to see you are simply excuses, ones you bought into.

You see, money is not the problem. Lack of want IS. Your patients really don't want what you have, or what you do, or what you provide. That's it in a nutshell.

This is the main reason why much of chiropractic marketing wizardry comes up empty. People are simply not moved by flash and glitz and your brilliantly executed selling spiel. They're surrounded by it and you're just another salesperson, just another cog in the giant marketing machine of life.

So, here's the question of the century: "How can you have people want what you do?" Understand this and you're getting somewhere!

I have always found that marketing will not do it. Marketed patients generally do not stay with you because it was not their idea and not their want. It was yours.

So what will do it?

Many doctors tend to pounce on a new patient in front of them attempting to explain the benefits of chiropractic and that their subluxations could have been brought about as a result of birth trauma, stress, chemical intervention, childhood falls, and a plethora of other amazing causes. And they show how the nerves are pinched and how they "unpinch" them. And the benefits.

None of this works.

First of all, you need to keep in mind that people come and see you, and pay you so that you can learn all about them, not so they can learn about you. There's a concept!

The other thing you need to remember is that all people are concerned about one thing ‑‑ themselves. Saving the planet, wiping out all subluxations on Earth, and reducing pollution are not issues that move people.

There are essentially two things that people want.

1. They want to see a doctor who is the BEST ‑‑ you need to become one.

2. To fix/repair/correct/return to normal something about themselves.

The only thing I've found that moves people to action is if you can show them how their bodies are malfunctioning. Period. Surprising patients with the fact that their body has been doing its own "thing" and then proving it and showing them is incredibly powerful. If you can demonstrate to a new patient that his or her body isn't doing what it should be doing ‑‑ and it can't be something he or she's already aware of ‑‑ the person will act.

Everyone wants radiant health. They want no malfunction. If you can demonstrate how your care will help them, they will want what you do, there's no other way. And, you'll have the practice you've always dreamed about.

If you're unsure what I mean, please feel welcome to contact me ‑‑ I'll explain.

(Dr. Ogi Ressel, author, researcher, and an x‑ray and pediatric specialist, teaches The Practice Evolution Program, the "fastest‑growing coaching program on the planet." Visit online at www.practiceevolution.com and take the Practice Health Mini‑Checkup. Dr. Ressel may be contacted by e‑mail at drogi@practiceevolution.com or by calling 800‑353‑3082. Interested in receiving his weekly THOTS "on seeing tons of children and families in your practice?" Send him an e‑mail and asked to be added to the list.)