c From: Dr. Margolies .. 1-28-11 www.chirosmart.net www.chirosmart.net/shop .Postings this week: CA looking for work in metro Atlanta .. For sale OMNI drop table for the discriminate CBP practice: .. DC is looking for a website hosting company .. DC is looking for a used cost effective and somewhat inexpensive laser .. Cranial Adjusting seminar February 5-6 at Palmer E-mail message this week .. Taj Mahal The other day while driving through my community, I saw another restaurant sign being placed on the same location for probably the third time. I hope three times is a charm because they never seem to survive more than a season. The food industry is very volatile and risky as time, expense and dreams are often squashed dependent on customers coming and bring others again and again. Sound familiar? Restaurants are the ultimate service industry. Every chance for failure must be considered such as lighting, seating, color scheme, wait server training, chef and cooks trained and ready to go and products chosen for taste and color. Loans have been secured with the initial expense thrown this way and that to assure a great run. Everything is in place, servers, kitchen and cleaners, tables and chairs all waiting for the first wave of customers. Sounds ready to go but what is missing? The location was chosen because it bypasses two main roads and parking is no problem. The menu will accommodate most palates with a little emphasis on specific tastes while chefs fresh from culinary school were eager to learn and help. Sounds ready to go but what is still missing? Prior to opening week, a test run was offered for the construction crew, restaurant staff, management and their families. Everything went well, food was served on time, plates were full and tasty and service was without flaw. An all personnel meeting was called the next day with little critique, as everyone was pleased and hopeful that the restaurant would be huge success keeping everyone employed for quite sometime and helping the investors realize their financial risks were worth it. Sounds ready to go but what is missing from this scenario? Okay, it's too soon to see if this restaurant will remain relevant after a few months. I hope it will as so many plans were made, some many people involved and so much money used to create it. If they dwindle it may be for reasons the others failed, lack of customers, lack of repeat business and referrals of coming and going time and time again. Maybe it was prices, too high tends to bring a special crowd that can afford it but leaves out many. Maybe it was sustained great service as enthusiasm wanes when complacency sets in since polices were not followed. Maybe it was quality as funds were dwindling at the same rate as customers. Corners had to be cut, first downsizing staff, finding cheaper vendors and losing management to greener pastures. So, what still seems to be missing, what component towards success did I not include in my story and how often do we make similar mistakes either as a start up practice or one that has been around for awhile? What has been done to create awareness for the restaurant (your office), what budget was set aside and marketing tools were employed to bring interest to the restaurant (your office) and how much time was set aside to insure that people would come rather than having a marvelous facility ready to go but left to chance and luck to succeed. The Taj Mahal visited by millions each year as marvel of architecture and form is a wonder to look at but it's main purpose was as a mausoleum, a tomb, is this what ambiance offers? Doctors, the story above is real to so many young doctors exiting school and hopeful to make a go in our profession. It is also true for the struggling veteran having their hopes and dreams squashed as the economy tanked along with their bank accounts. Intentions and expectations were high but circumstances squandered them. Yes luck has a lot to do with success but planning has a lot more. This was along story for a short answer to a time-honored question, why one succeeds where the other failed. Could be they forgot to tell everyone. Marketing is as inexpensive as your report of findings, a knee to knee patient discussion about chiropractic, a office and community workshop, contributing time during community events, creating professional alliances and having timely in-office events. Money should be set aside to create awareness through marketing but spent wisely after much thought, focus discussions and help from consultants or colleagues. We are not creating the Taj Mahal. Every car driving by your office, every person you meet in the mall or about town, every parent and child has someone they know that needs chiropractic care. They need to know why and about you. Never a lack of new patients, always a lack of getting your story out. Valentines Day is coming up, are you ready to be Heart Healthy and give of your heart? Spring will be here before you know it, are you planning and planting seeds for community harvest concerning corporate health fairs, ergonomic classes and more? Never a season to contact other healthcare providers, attorneys, health food stores and gyms, they all have active patient and clients needing your care. Let's get going, we don't want to be another Taj Mahal Have a Great Day Dr. M Note: Check my webstore: www.chirosmart.net/shop for some of my books concerning Marketing. Also plan to attend the Fernandez Seminar in Atlanta March 12 and 13 concerning building your Personal Injury practice. I will be speaking there and sharing my ideas to attract PI patients and creating alliance with the legal community. Call them at 1-800-882-4476 or check their website at: www.drfernandez.com Postings: Dr. Joel E. Margolies or www.chirosmart.net have no responsibility for anything posted or purchased either on the website, message board or within his weekly e-mail. DC is looking for a website hosting company: Something very basic, economically priced and easy to use and understand. Please give us some suggestions or recommendations on which company to go with. Reply to: drjasia@att.net CA looking for work in metro Atlanta: Prefer location in Dekalb county area, but may relocate for right opportunity! Please contact Jazelle at: 404-288-8433 For sale OMNI drop table for the discriminate CBP practice: Table has pedal operated drops at, lumbo/pelvic,thoracic, and cervical regions, as well as the swivel headpiece for lateral flexion adjusting. If you are not familiar with these tables, they are amongst the sturdiest and most versatile on the market. Paid 5,200 when purchased new, will let go for $1,800.00. Table is silver & teal in color. Will send picture via email. Reply to: gregg_coker@yahoo.com or call 918-855-8770 DC is looking for a used cost effective and somewhat inexpensive laser: Reply to: waldhorn@comcast.net Cranial Adjusting seminar February 5-6 at Palmer: Price $219 or call now and register for $199. Supercharged Optimal Treatments by Dr. Kurt Larsen. What you'll learn: Add tools to your practice to address multiple conditions with excellent results. Treat 100% of the nervous system through cranial applications Get results for your patients needs, resulting in patient compliance and referrals Call: 1-800-553-4860 to register