people look for investable opportunities. Port defines an investable opportunity as a feeling, on the part of your patient, that the return they receive is greater than the investment they made. Port writes that although respect is important, there is a direct link be-tween how much someone trusts you and how willing they are to use your service. I believe that trust and respect join forces the instant your patient recommends your services to others. A referral to your care speaks volumes about how much your patient values their professional relationship with you. OBSTACLES TO BEING BOOKED SOLID Being unable to simplify One of my favourite quotes is from Albert Einstein, who said: “If you can-not explain it simply, you don’t know it well enough.” Port believes this is a significant barrier to business owners everywhere, especially chiropractors. “A primary reason that many service professionals fail to build thriving practices is that they struggle to articulate, in a clear and compelling way, exactly what solu-tions and benefits they offer.” Person-ally, I make it a point to explain what I am doing to each patient so that I can relate it to anyone in terms they can understand. I do this by using practical everyday objects that people can relate to, too. When I explain the effects of medical acupuncture on the nervous system, I compare it to re-setting a computer by pressing “control, alt, delete.” The acupuncture resets the nervous system. When you use familiar examples, patients become more com-fortable and you have earned their trust. Personal issues When speaking with Michael Port he said that in his experience, a business problem is almost always a personal problem in disguise. These obstacles affect our concentration, energy and overall health. It can be difficult to overcome such barriers but until they are corrected or accepted your practice will not become recession proof. Unwillingness to change Unfortunately, unsuccessful practition-ers are not looking for solutions that change the way they practice, they want solutions that fit the way they practice. Failing businesses are failing because there is not only a shortfall on the eco-nomics side of the equation but also a failure in the work ethic, the culture, and the vision of the practice. Your first concern should always be your patient. You need to ask yourself: Am I giving my patients the results they want and I am doing it over a period of time that will impress them? If chiropractic were to be de-listed, you would be fine as long as you made yourself recession-proof. Do you want to write for Chiropractic and Naturopathic Doctor? Share your story with your fellow doctors. Whether it’s an exciting case study, overview of a new technique, or business tips and tricks (or something completely different), feel free to send an email to our Editor at [email protected] to get the details of how YOU can appear in print and online! #CanadianChiropractor #CanadianNaturopath www.canadianchiropractor.ca CC_HouseAdwritefor_Apr20_CWM.indd 1 April 2020 Canadian Chiropractor 11 2020-02-27 3:25 PM
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