Economic woes, by Dr. Ogi Ressel

Thursday, April 30th 2009

Warm hellos to everyone!

Cape Cod was amazing - but....Leslee and I have never seen so
much rain - Hurricane Kyle visited the Cape at the same time as we did!
Soaked but happy!

Ok.....I chatted to you about this topic in early August but I think we
need to revisit this issue again in light of the doom & gloom from the
soothsayers out there!

There have been some heavy-duty rumors flying around about the
financial upheaval and down-turn in the economy. And.....when the media
gets hold of this and plays it up, most of the population, including you,
becomes convinced that things are really bad - and they begin to become
bad. And everyone's future outlook begins to be geared for survival.
So does yours. And people tend to cut out anything that they see as frivolous.
They prioritize their needs - and care in your office in not one of them!
Your thinking is the same. You retreat into that shell that tells you to hold
off on all payments for any "unnecessary" trivia and trinkets.
Your whole being becomes immersed in the idea of scarcity, lack, and fear.
"But you don't understand, Dr. Ogi. People don't want to pay for Chiropractic.
They don't want to pay for something they don't need in a hard economy."
You see, that is the problem. You see what you do as superfluous.
As unnecessary. As a frivolity. As a luxury. That thinking needs to change.
Chiropractic is not a luxury. It is an absolute necessity. And that is the
perspective you need to have and totally own.

And even if the economy slows down a bit, so what? Why is that a problem?
You need to keep in mind that people WANT what we do! YES!
The public wants what we do!
Desperately!

Think about this for a moment: people want the type of care we provide -
no drugs and no parts added or removed. Amazing when you think about it!

Ok.....I get it. Some of your patients do not see the true value of what you do.
Those are the people who will quit your care to "save money." Why? They
simply don't understand what you do. Whose fault is that? Theirs? Think again.
I don't think so. The fault is absolutely yours. Somehow, you failed to explain
to your patients and impress them with what you do in such a way that they
find your care an absolute necessity. You see......when it comes to their health,
it really doesn't matter what the economy dictates. What matters is that
people want to rid themselves of this "thing" they have been battling with.
Nothing else matters! Think about this for a moment: This disease has been
limiting their life. This annoyance. This Problem.
....And they will try to find that amazing Chiropractor they've heard so much
about, that incredible doctor everyone is talking about, that fantabulous
individual who will help them - no matter the cost or distance or economic
woes - and make their health concern go away.

Hopefully it is you.

The reason you are so concerned about the economy and the fact that
people simply "don't have any money", is because what you see in the
Universe, sees you. If your state of being is totally immersed in, and
concerned about survival and barely "making it", everything in your
line of vision is in that same state - LACK. And you attract to yourself
those who share your vision - those who are of like mind. And your practice
is filled with people who have no money. But you know..... it never ceases
to amaze me that all those people who have no money, end up in your
office and still want your care - until they have to pay for it. Then it becomes a
huge issue. And you then assume the role of a banker and attempt all those
gimmicky machinations, financial concoctions, and money wizardry in order to
make their care in your office "affordable." Right!

The other problem is that in a difficult economy, many coaches sell you
on the idea of increasing your marketing schemes to capture these evasive
and elusive new patients.
You are told that you need to market your brains out to get new ones.
But it is not working. And you have no idea why.  I mean...you are doing
everything you learned at some seminar and it is just not producing the
results you were promised. All your hard-earned money down the tube.
Now you are really worried.

Some of you are thinking: "Ok, Dr. Ogi. Out with it. What is the answer?
How can I help more people and have people want what I do?

Here is the way I see it - and it maybe a brutal truth for you to hear:

People have no money for YOU! 
Ouch........that stings!
Please hear me out.

One concept you need to really conquer is this money "thing."
There is lots of it out there.
But not for you. 

The reason people have no money for you is simply because they see
you as just an average Chiropractor. Nothing exciting or fantabulous.
Just average. Just Ok. Humdrum. A good guy.
A nice fellow. And your patients are very satisfied with your care - not excited,
not raving, not even enthused. No. Just satisfied. That is the reason you
are not getting referrals and are not seeing children. Period. You are just
not good enough. You are not professional enough.
You do not fit people's image of a doctor. They don't see you as amazing.
They don't see you as incredible, and they certainly don't see you as the very BEST!

Think about it for a moment and consider these points:
•1.    How will they benefit from your care?
•2.    Why should they see you - instead of Dr. Jones next door to you?
•3.    What do you have to offer? Subluxation correction? What exactly
        does that mean to  the average Earthling? You want to free the planet
        from the bondage of subluxations?
        Really now....do you think the average person can get really excited about this?

You see.....you need to offer your patients something of substance.
Something they can get their teeth into. Something they can touch and feel.
Something that is real. They need to feel that they are buying the best
Kobe steak from you - not the sizzle!

If they did, people would line up to see you, be fighting to get on your
waiting list, fly from vast distances to meet you, refer all their loved ones
and their children to you, and your fees and insurance would never be an issue.
Money would not be a problem. Ever - no matter what the economy dictates.

So....the answer to a "bad" economy is very simple: You need to become
the best doctor your community has ever seen. Ever. Not the best at marketing,
or selling, or fear tactics, or pressure, or hype, or BS. NO! The best at being a doctor!
People need to talk about you behind your back - no pun intended!
You need to be on everyone's mind all the time.
You need to become the very best.

.....And that is what I teach.

And for those of you who are not convinced, you can always market your brains out.
Couldn't be more simple!

Warmest wishes,
Dr. Ogi Ressel