What do they want, by Dr. Ogi Ressel

Wednesday, June 17th 2009

Warm hellos to everyone!

I just returned from teaching Module I in Clearwater Beach - it was awesome!
Had a bit of a rest....and as promised, I am ready to rock!
I composed this THOT by the pool....

Ok....I hear you. You want to see tons of kids in your office. I mean,
your whole office is geared up for it. You have dropped the tasty
neo-classical paintings on the walls. Instead you now have kids pictures,
finger painting, suckers, and have learned to be comfortable with children.
The rich carpets, the Bombay Co. appointed furniture, and your staff
oozing eloquence-speak are gone. You love children and totally get that
this is where Chiropractic is heading. You are all set.
But...it is just not happening.

And here are the most common reasons that your patients give you:
"I can't bring in the kids because I don't have any money."
"I have no time."
"The kids have no time."
"They have their piano lessons, and then there's their soccer, and baseball, and
drama and there is just no time. They are so busy."
"We simply have not planned for this."
"My husband doesn't feel they need it."
"They are Ok. There's nothing wrong with them."
"We just don't have the money to do this."
I'm certain you can come up with your own version of some yet undiscovered reason.

All of us have faced these excuses. Right? Absolutely!
So how do you conquer this?

Let's start with me telling you a very basic truth - the "no money" issue is not
the problem - it is only a symptom. That's right.

Listen...people will spend money non three basic things: Leisure, pleasure, and health.

And it all boils down to this: When people want something, they get it.
It's that simple. Look at yourself for a moment: When you want a certain "thing,"
you get it. Right? Of course.

When people have a want, they will do anything to get the money in order to be
able to buy what they want. They will put in on credit, they will borrow it, they will
steal it, they will mortgage it, they will sell it, they will trade it, and they will do
anything it takes to get it - as long as they want it.

For example, we live in a world where people are doing whatever it takes to
become more like the celebrities that they see on TV! People are taking
out loans to get plastic surgery, to get that new Louis Vuitton handbag, go
to the latest celebrity hot spot, stay in first-class hotels, purchase that Porsche,
...and the list goes on!

Are these things important?
To you, No. To them, YES!
You see, they want alive the life they WANT.

People's reasons for not paying you or not bringing in their kids to see you
are simply an excuse - an excuse you bought into.
You see, money is NOT the problem. No. Lack of WANT is.
They really do not want what you have, or what you do, or what you provide.
That's it in a nut shell.

...And this is the main reason why much of Chiropractic marketing wizardry
comes up empty. People are simply not moved by flash and glitz and your
brilliantly executed selling spiel. They are surrounded by it. You are just
another salesman - just another cog in the giant marketing machine of life.

So.......here is the question of the century:
"How can you have people WANT what you do?"
If you understand this - now you're getting somewhere!

I have always found that marketing will not do it. Marketed patients generally
do not stay with you because it was not their idea and not their want.
It was yours!
So what will?
Many doctors when having a new patient in front of them, will tend to pounce
on this person and attempt to explain the benefits of Chiropractic and that
their subluxations could have been brought about as a result of birth trauma,
stress, chemical intervention, childhood falls, and a plethora of other amazing
causes.

And they show how the nerves are pinched and how they "unpinch" them.
And the benefits.
None of this works.

First of all, you need to keep in mind that people come and see you, AND
pay you so that you can learn all about them, NOT so they can learn about you!
There's a concept!
The other thing that you need to remember is that all people are concerned
about one thing - themselves. Saving the planet, wiping out all subluxations
on Earth, and reducing pollution are not issues that move people.

There are essentially two things that people want:
A. People want to see a doctor who is the BEST - you need to become one.
B. To fix/repair/correct/return to normal, something about themselves.

The only thing that I have found which moves people to action is if you can
demonstrate to them how their body is malfunctioning. Period.
If you can demonstrate to your new patient that his/her body is not doing
what it should be, people will act - and it cannot be something that they
are already aware of.
Surprising a patient with the fact that their body has been doing its own "thing"
and them proving it to them is incredibly powerful.

All people want radiant health. They want no malfunction. If you can demonstrate
how your care will help them, they will want what you do - there is no other way.

You will have the practice of your dreams.
All doctors who are involved with the PEP Program already know this.
If you are unsure what I mean, please feel very welcome to call me. I'll explain.

Warmest wishes,
Dr. Ogi Ressel