and some don’t. The “how” is what makes you different or bet-ter than your competitors. It is your unique selling proposi-tion. In our case, this is what makes chiropractic different from every other health discipline. The “how” is also your systems and procedures, for instance, your office setup/decor, and even your adjusting technique. The inner circle represents “why” you do what you do. This is your purpose in practice, your beliefs, your cause, or why you get out of bed every morning to go to the office. Very few people know this and not knowing it can be detrimental to your practice. uSinG tHe Golden CirCle When most of us think, act, or communicate chiropractic, we do it from the outside part of the circle to the inside or from the clearest to fuzziest. For example, when someone asks what you do, the answer is always, “I am a chiropractor.” (This is your “what.”) This answer usually does not garner much excitement and sometimes can have a negative effect due to unfortunate preconceived notions about chiropractors. The next thing we do is describe how we do chiropractic. For example, you might say, “I adjust the spine to restore health.” Very few continue on to describe why they are a chiropractor. Let’s run through it from the inside out, though, that is “why” to “what” instead of the other way around. “I believe in increasing a person’s health potential with the service and skills I have” (why). The way I do this is by using the safest, most research-proven and time-tested treatment methods to reduce disability and improve the nervous system” (how). I am a chiropractor (what).” Which one did you prefer? More than likely, the one that you connected with more. This is how people make decisions. Our patients don’t buy what we do, they buy why we do it! OUR TECHNOLOGY, YOUR BUSINESS, MORE SUCCESS! Why? • Increase your Incomes (Average of 27%) • Increase the number of new patients • More energy at the end of the day • Increase patient referrals Dr. Martin Benoît LeBlanc chiropraticien DC “I’ve had my Spine-Align for six months now, and my patient load has tripled from 40 to 120 appointments per week. I was even able to raise my fee to $40 without any complaints from my patients. They are satisfied, and the results far exceed my expectations. My only regret is that I didn’t make the change sooner. I am more than happy with my decision!” Neocortex Limbic brain FREE! introductory trainings in many cities across Canada every month! WHY HOW WHAT Figure 1: Being clear about our ‘why’ can help turn us in the right direction in practice. www.canadianchiropractor.ca 1.888.904.7207 [email protected] CANADIAN CHIROPRACTOR | JUNE 2012 • 21
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