The Masters Circle Global, known as the best chiropractic consultants.

*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 for the Master Circle Global, where we build the most successful practices through chiropractic coaching. Today, we’re going to discuss the power to communicate. We all like to think that those of us who consistently produce the best and most consistent clinical outcomes should have the best practices. Unfortunately, that’s just not the case. Who has the best practices are those that are the best communicators, who understand and apply the science of persuasion. The iconic George Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has just taken place.” Communication was always considered a soft skill, but today it’s become an essential life skill.

Communication, ladies and gentlemen, is the process of having your attended message successfully delivered, received, and understood. The primary purpose of communication is the influence, the way the other person thinks and then behaves. When two people are communicating, the one with the greatest certainty always influences the other. How can you use this concept to benefit your practice? This is where chiropractic coaching, personal development, and masterful chiropractic management skills come into play. How well you communicate the value of what you do will determine how effective you are at persuading people to accept your care plan. And how well you communicate or persuade will determine how much people are willing to pay you. And how well you communicate, influence, and persuade will determine if your patients refer family and friends or not.

It’s important to understand that there are three ways that we fail to communicate, persuade, and influence, every single day in practice. First, we mistakenly assume that the patient knows what we know and values what we value. Second, we frequently speak in generalities when we must speak in specifics and in details. And third, we habitually use logic when we communicate, when we should be using emotions. Here are just a few critical concepts we teach our members with chiropractic coaching for you to consider if you want to significantly up your ability to communicate effectively and then grow your practice.

When you’re speaking with a patient, do not confuse them because when you confuse them, you will lose them. The brain is drawn towards clarity and away from confusion. Most doctors communicate head to head, but the best influences communicate heart to heart. All effective communication should create an emotional visceral response. If you don’t, you’re not effectively communicating. Effective communication is easier when you learn to connect the known to the unknown, and facts are often forgotten, but stories are remembered and retold. In fact, Plato ones said, “Those who tell the best stories will rule the world.” For us, doctors of chiropractic, we must begin to change the conversation and practice all day and every day if we want to change the culture of your practice, rebrand yourself away from being limited to neck pain and back pain, and if you want to rapidly tap into a changing world that is looking for ways to produce optimal neurological expression.

Your ability to have a successful practice is not about how many new patients you get, it’s about how many patients you can persuade to your way of thinking. If you can remember one thing, remember that the art of persuasion is not about winning people over, it’s about bringing your patients closer together. Tap into the practice growth calculator today, to discover how effective or how ineffective your communication has been based on answering four simple, easy questions and spending less than 60 seconds, and then scheduling your private consultation to have a review of what your calculator results reveal about you and your practice.

If you’re on Facebook, all you have to do is type in the word calculator in the chat, and it will bring you right to the practice growth calculator right now. Please work on mastering your communication skills, become far more persuasive, and focus on influencing how others think, and then behave. People everywhere are searching for a professional they could trust, someone to educate and empower them. Someone who can properly guide them to make the best decisions about their health and their family’s health. Someone who steps up as the CWO, the chief wellness officer. That someone is you, but first you must master the power to communicate.


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