Remember what you’re selling.

As a chiropractor I know you love chiropractic, I know you can clearly see how it will benefit all who are fortunate enough to be adjusted.

However, there is often a mismatch between our understanding, enthusiasm, and eagerness to help when it is compared to what the patient wants. This mismatch and confusion arises as many of us struggle with the business side of what being a chiropractor is all about.

As a chiropractor, whether you own your practice or are an associate, you are selling a service. You are no different in that regard from any other service business out there. And it is so important to remember that the reason a business exists, is to solve the problem for the customer, it is as simple as that.

Businesses exist to solve a problem for the customer.

So my question is, do people really come to you for chiropractic care? Quite simply, no!

People come to see you so you can solve their problem, be that back pain, headaches, digestive issues, or fertility. No matter what they are coming to you for, they are coming in with a problem that they are trusting you to be the solution for.

Why is this important, because you can not help everyone and there is a fine line in taking on everyone who comes through your door because ‘chiropractic helps everyone’ and referring people out because at this time in their life, for the problem they are coming to you with, you are not the person to get the result they are looking for.

If this all seems confusing, I want to give you the example of a good friend of mine, his family are all still under regular care. But he is not. He came to see me first with a back problem, turns out he has a spondylolisthesis L5. I know adjustments will help him not only feel better but function better. Though our education process, he and his family understood chiropractic enough to bring his wife under care for menstrual issues and daughter for sensory issues.

Care for all started well but after a while it was clear that chiropractic was not having the intended benefit that he was looking for, essentially it was not reducing his pain. As a result, he stopped care. His wife and daughter remain regular patients.

This example is a humbling teaching for me, a good friend who I know benefits from adjustments, choosing not to continue care because, in his eyes there was no change.

And that is what is important, the eyes of the patient. What do they want, what is their problem and what is the best solution?

The learning.

Create exceptional service, even if that service is to refer to someone else, leave your ego at the door and think, this person has come to me for a solution to their problem, am I the best person to do this?

If yes, amazing go change their life.

If no, be humble, provide exceptional service and refer on. That happy customer will always sing your praises.

With love,

Tom