November 2008

You can grow in this economy!

by Dr. CJ Mertz

I travel more than 10,000 miles each month to help as many chiropractors (and their teams) as possible. More of you have reached out (even cried out) for help over the past six months than in the last five years. Practices that have been profitable for years are losing their margins, while those DCs who've been making it month-to-month are hanging on by a thread. How is it then the last 30 days have posted more record-breaking growth across the country?

There are 12 premises -- which our clients engrain into their hearts, their teams and their practices -- that determine future success. The second premise says: "90% of your town can afford you." That doesn't mean that people can afford anything they want. They can, however, afford what matters most to them.

Perhaps you haven't completely realized that it's a central aspect of your purpose to ensure people see their health and chiropractic care as one of their utmost priorities for life. Chiropractors who are growing strong today don't question whether people can afford the care. The only question is whether the doctors have the passion and purpose to lead people to a better way of life. In fact, the number of patients paying in full has never been higher. It's never been about gas prices or house values, it's always been about saving people's lives.

The fourth premise stresses that "70% of your town is in pain." The chiropractic practices that are taking off all have something vital in common. They've been trained to focus on "other people's problems" more than their own. Of course, if this was easy, everyone would already be doing it and reaping the rewards.

Ask yourself, other than your current patients, whose problems do you think about most throughout the day? I'm not sharing a good idea, I'm describing a highly developed habit based upon universal law. If the people of your town aren't on your mind before you get to work, what makes you think they'll call you once you're there? Real growth begins when you realize (in your heart) how many people are in need of your care and would happily invest their hard-earned money in chiropractic to become well again.

The sixth premise is the revelation, "70% of your town has told at least two other people about their health problems." Do you remember the principle of six degrees of separation? The formula proves we are no more than six people away from any of the six billion people on earth. How many degrees of separation do you think there are between all the people who want and need your care in your town and the people you already adjusted?

Our clients don't ask for referrals as if it was a "shot in the dark."

They're trained not to ask "do you know someone who...?" but instead "who do you know who...?" If your practice isn't growing today, the economy isn't your problem. It's the fact you perceive people's finances and the economy as your problem, that you're violating the laws of success and growth. Once you snap out of your trance, you'll communicate again with compassion and boldness, rather than fear and uncertainty.

The average patient you're currently adjusting knows 48 other people. How many of your patients do you think know about or have heard about their friend's health problems?

The ninth premise assures "20% of your town is ready to invest today in a new and different approach to their health problems."

Last week, I spoke with a working who invested in a Reformer (pilates equipment for home). She told me it was a way she could try and solve the terrible spine and back pain that she suffered from every day. Even though it cost more than $4,000, she wasn't mad that it didn't work to relieve her pain. When I suggested she try chiropractic care, there was no hesitation to take down the chiropractor's name and website so she could call that afternoon and schedule an appointment.

All of these people are already past "if." They'll invest in their health and are actively seeking "what" and "who" to try. This doesn't mean they won't challenge you at their report or question how much it will cost to undergo corrective care. Our clients are trained to "stay in the raft" just a few minutes longer in the report and lead them to a decision that will change their life.

The first 11 premises give way to the 12 and most vital premise: "20 people are thinking of calling you today." They've met you somewhere before, they've gone through a spinal screening, they talked with one of your patients, they've seen your sign, read your ad, heard your radio commercial, etc. They woke up intending to call you. You will have 0-20 people call you today, largely based upon the strength of your team's first 11 premises.

By the way, have you ever put anything off before? That's what many people do every single day. Once you understand how to work these premises to your favor, you can begin to expect more new patients (who are ready to invest in something new and different) calling you every day.

I invite you to join me November 14-15 in Tampa where the 12 premises will be taught in depth, along with their accompanying practice strategies.

Chiropractors are building big, beautiful, prosperous practices across the country today. People can and will afford your care, when you believe they can't afford not to invest in chiropractic. Call me anytime and I'll help construct a specific plan for your growth and prosperity.

(Dr. CJ Mertz is the founder and head coach of the prestigious Waiting List Practice chiropractic training organization. See the WLP 300 patient per week opportunity on the back page of this issue. For seminar tickets and information on WLP coaching services, please call The Waiting List Practice at 877-TEAM-WLP).