April 2006, #58 Applying Sam's Three Cardinal Beliefs By Dr. Thomas E. Cavanaugh DC, MBA MBAchiropractic.com I love the story of Sam Walton whose initial beginnings took place during the depression in Oklahoma. Sam persevered where others failed during this challenging period of time, because he was ambitious, competitive and firmly believed in his "right to win." His mom always encouraged him to "be the best that he could be," and following this principle gave Sam "the edge" to succeed, regardless of the economic climate. At the time Sam Walton died, his company was a 43.8 billion dollar retail empire. Later, in 2004 under the direction of his family and some hand-picked management, it became the number one retail company with 258 billion dollars in sales. What was the secret to Sam Walton's mega success? It's that he worked and lived by the following three cardinal beliefs: 1. Provide great customer service. 2. Show respect for the individual. 3. Strive for excellence. How can we relate these principles to us as doctors/entrepreneurs? Provide Great Customer Service This is a fundamental principle of success for any business that relies on attracting new patients (customers) and keeping them coming back. Think about some of the restaurants you've been to and how their service compares to each other. Which one(s) do you look forward to going back to and which ones will you never visit again? Why? In regards to restaurant service, I have to share the amazing experience I have every time I go to the "mom and pop" restaurant across the street from my office. Without exaggeration, you will never have to wait more than 15 seconds to be seated. Though it's a "please wait to be seated" establishment, you usually walk in and keep on walking to your table because there is almost always a person ready to seat you. The ordering of food, the serving of drinks, the delivery of food, the polite follow-ups, the drink refills and the bill settlement all follow the same smooth pattern. Can your patients brag about the service you and your staff give them? Can they say they are warmly greeted as soon as they arrive and are attended to by a friendly staff and doctor? Can they say they never have to wait long before seeing the doctor? Can they say your staff listens to them when they want to ask or say something? Can they say your staff is always polite and smiling on the telephone? Can they say your staff goes the extra mile to help them with forms that need to be filled out and with insurance explanations? Can they say your staff makes them feel they are in the right place and being taken care of by the right doctor? Can they say the doctor never appears rushed, and always spends a sufficient amount of time with them? Can they say that in being processed out at the end of their visit they are handled with empathy and given a friendly good bye? These are just a few of the "great, customer service" elements that will help give you and your practice the successful "edge." Use your regularly scheduled staff meetings to discuss, train and refresh staff on the customer service you want your patients to receive. Show Respect for the Individual We are all different, not only in physical features but in our socio- economic backgrounds, personality, intelligence, work ethics, etc. It is important for you and your staff to respect the differences of your patients. How do you deal with a person who is somewhat disheveled but in need of your care? Do you treat them with genuine empathy and concern, or do you stoically give them the care they need and hope they move on. How do you manage the elderly. Our major economic market, the baby boomers, have now hit their 50's and beyond and will soon be the "elderly." Do you have the patience to care for them in a way that respects their age-influenced differences? Is your insurance department trained to help them with their financial concerns? Is your therapist trained to give a little extra attention and show patience for the slower movement of these patients? As the doctor/owner it is your responsibility to make sure all of your patients receive the utmost care and respect by every staff member they may come in contact with during their office visit. One simple thought, "if that were me, how would I want to be treated?" Strive for Excellence Striving for excellence in the office begins at home. What kind of spouse, son/daughter, and/or parent are you? Do you understand that your family role is the most important role you will ever have? Do you strive to be kind, affectionate, caring, supportive, and understanding to all family members? Is the inside and outside of your home a reflection of this strive for excellence? Logic tells us that the attitudes and principles we follow in our personal lives will also be reflected in our professional lives. Following this logic, if you maintain a clean car and home, you will also keep a clean and orderly office; if you do more reading and refuse to waste time as a T.V.-watching coach potato at home, you will also strive to learn and do those things that will make you a better doctor at work; if you do what you can to encourage and support the success of those in your personal life, you will also care about the success of your staff and provide them with the tools and training they need; if you take care of yourself physically, mentally, socially and spiritually, you will also teach your patients and staff about good health practices. Striving for excellence in your home will carry over to your practice, and this will result in your patients and staff looking upon you as a wise doctor, and one to be trusted. Thank You, Sam Sam Walton has been credited for the amazing and unprecedented success of his retail empire, Wal-Mart, but this is just the tip of his success iceberg. In sharing his three cardinal beliefs with the world, Sam Walton has played a significant role in the success of countless other businesses. Though Sam Walton's enduring principles won't make you the number one retail company in the world, they can make you the number one chiropractic office in your town ? thank you, Sam. Go to www.MBAchiropractic.com to learn more about the MBA way to developing an efficient and profitable practice. FREE ACCESS to demos from some of the country's foremost experts on building successful chiropractic practices. Sincerely, Dr. Peter Fernandez, DC and Thomas E. Cavanaugh, DC, MBA