*The following is an actual transcript. We do our best to make sure the transcript is as accurate as possible, however, it may contain spelling or grammatical errors.*
Welcome to this week’s Thrive in Five. I’m Dr. Bob Hoffman. And today we’re going to discuss endowment. If it ain’t broke, don’t fix it.
Do you realize that sellers see more value than buyers? You see and understand the greater value in chiropractic care because you’re the seller. Recognize that you are selling what you see, rather than what your patients want or need. So you must answer the three questions that has every patient thinking, but never asking. Number one, “Do you know what’s wrong with me?” Number two, “Can you help me?” And number three, “Have you ever helped anyone with a same or similar problem?”
Next, you must shift your patient’s mindset from acquisition to retention. Once patients experience the enormous value of chiropractic care, they won’t want to give it up. It is important to understand that people will pay more to avoid losing something rather than acquiring something. If we’re all pre-programmed to either avoid pain or move towards pleasure, and recognize that the vast majority of people avoiding pain is more common. People also make changes either from inspiration or desperation. And unfortunately, once again, desperation is far more common. Patients are also attached to things they’re doing, even if what they’re doing isn’t working. And the reason is we’re all habitual creatures in nature, and most of us, to be honest, aren’t even paying attention to what is or isn’t working? And the pain of the known is usually not as bad as the pain of the unknown.
The key isn’t about making people more comfortable with new things as it is about getting them to be comfortable with letting go of old things. Do you realize that the majority of your patients eat the same foods they always do? They buy the same brands. They donate to the same causes. And remarkably only about 10% of people that have bypass surgery ever change their diet. Crazy. Change is hard because people overvalue what they have, what they already own, or what they’re already doing. So how do we change that? This is a critical question. You change that by helping people realize the cost of their inaction. Highlight what they’re losing by doing nothing and seeing how much time or money is being lost is more motivating than seeing how much might be gained.
Telling people chiropractic will make them healthier is not all that motivating. If health was more motivating, please realize that more people would exercise, but they aren’t, and more would be eating better, but they don’t. Make it easier for people to see the difference what they’re doing and what they could be doing and you’ll become far more persuasive. The essential key to patient engagement and patient compliance is to master your persuasion skills, to get much better at influencing how patients think and behave, and to learn the most important points of human psychology. I can assure you, this is a winnable game and the consequences of not learning or mastering these skills will sabotage your ability to make a difference, develop a world-class reputation, earn a significant income, and help as many people as possible.
We’ll be back next week with another Thrive in Five just for you. If I can help you in any way, please reach out to me at (800) 451-4514, or email me directly at firstname.lastname@example.org. Have a great day.