Shared by: Dennis Perman DC
1/27/02
TMC-ChiropracticMessageoftheWeek@themasterscircle.com



Dear Doctor,



As you know,  I spend the better chunk of every day talking to,  
teaching

and 

coaching chiropractors.  As the new year gets rolling,  let's keep in 
mind 

how important it is to stay focused on getting our message out to 
as many 

people as possible.



In your very town,  the chances are something between 60 and 90% 
of the 

people you pass on the street are not under chiropractic care.  
Whether you 

want patients with painful problems or you focus more on 
wellness,  who 

wouldn't want a situation where there are thousands of people in 
your 

immediate vicinity who need what you do and don't already have 
someplace to 

get it?  It's almost like shooting fish in a barrel -- only many of us

forgot 

to load our weapons.



Do you feel comfortable when opportunities to get new patients 
arise?  Most 

don't,  you know -- as if comfort were required to accomplish 
something.  

We'd all be better off if we worried a little less about what feels 

comfortable and a little more about the standards we need to meet 
to get

what 

we want.  Here are a few pointers for improving your 
confrontational 

tolerance with potential referrals or prospective new patients. 



First,  get settled about this inside yourself -- do you believe you 
have 

something to offer this person?  Will he or she benefit from a 
relationship 

with you,  or avoid consequences by using your services?  
Ironically,  it's 

human nature that many of us will extend ourselves more for 
another's 

well-being than our own.  Concentrate for a moment on what that 
potential 

patient actually gets from your care -- not only relief from pain,  
but an 

improved quality of life.  Can you see how significant that could be 
in 

someone's life?



Next,  develop some simple word combinations that make it easy 
for you to 

discuss the topic with people.  Rehearse and practice with your 
staff,  your



spouse,  and your mastermind group -- roleplaying is the best way 
to sand

off 

the rough edges so your delivery is smooth and professional.  Also,  
if 

someone you know has a natural finesse for this kind of 
interaction,  

comparing notes will streamline your learning curve.  Play the 
scenes in

your 

mind -- would you be compelled to come to you based on what you 
are saying?



If not,  how can you expect others to respond?  Keep polishing your 
skills.



Finally,  set some appropriate goals around implementing your 
now-refined 

communication,  and take action.  Are you going to apply it in one-
on-one 

scenarios exclusively,  or can you see the value of presenting to 
small or 

larger groups?  How many times a day,  week or month?  Establish 
a plan or 

routine,  and stick to it. 



Asking for referrals and attracting more new patients is largely a 
matter of



having enough intestinal fortitude to get through your feelings of

ineptness, 

 and persisting long enough to create a sense of reasonable 
mastery.  This 

really isn't that difficult,  but the willingness to go for it even 
when

it's 

uncomfortable will accelerate your progress,  and increase the 
flow of new 

lives into your practice.  Isn't that what you want anyway?



Dennis Perman DC,  for The Masters Circle
Please visit 

www.themasterscircle.com,  or call 1-800-451-4514.