"I'll even walk their dog" by Dr. Ogi Ressel
September 14 2009, 12:00 am
Warm hellos to everyone!
Ok......This is fantastic!Tons of e-mails and calls - last week's THOT pushed lots of buttons!
Fabulous! I am waking you up from your stupor! That is exciting! Yes, you're up on your feet
now and ready to think! Atta boy! You are ready to rock! Breathtaking! Yes, you can do this!
WOW! What a concept! I am referring to the idea I covered last week: Fear and Self-worth.
That THOT struck many of you - wonderful!
I said this last week but I need to reiterate my purpose for you. It is simply to make you the
most incredible and sought-after doctor in your community. To be the absolute best! Did you
get that? The best! Fantastic! You are in! Yes, that's right. You love the sound of that!
Sought-after! That is what you've always envisioned! Totally resonates with you! You are all
over it!
The problem is that it is just not happening for you!
You are not alone.
Many doctors are totally frazzled as to why it is not happening for them. They do all the right
stuff their consultant coach taught them to do and it is still not happening. They have tried all
the ads, all the marketing campaigns, all those magical closing techniques, all those Patient
Appreciation days, all those Kids-Day Days, all those wonderful scare routines, all those
amazing conversion tactics, and the results are still dismal. Their self image is taking a beating.
"People are just not into Chiropractic" is their conclusion. Wrong!
"No one has money out there." Wrong!
"They just want pain relief." Double Wrong!
Listen.....I've talked about the idea that there is really only one way to have a patient stay with
you under your care for their lifetime AND refer their children and all their friends to you.
And that is if they want to. Simple.
Think about this for a moment: When you want a certain thing, you go and buy it. Right?
Absolutely!
And if you really want it, you will do anything to get it. You will borrow money for it, work harder,
sell that old jalopy, that extra TV, that not used piano, that old bicycle, mortgage the house,
steal it. Anything it takes to have the money to get what you want. Anything.
Your patients are no different - they will do anything it takes to be able to get that which they
want from you.
So....the question of the century is this:
"How can you have a patient WANT what you do?"
How can you have a patient want to be under your care, refer their whole family and children to
you, AND stay under your care and tutelage for a lifetime of Wellness? ....And refer everyone
they know!
What a brilliant concept!
"Dr. Ogi....Somewhere I think I've heard of this idea but it has never applied to me! I didn't think this
was possible!"
Right!
Many of you are totally stymied because you are thinking from the perspective of your present
reality and with your marketing hat in hand! You cannot even conceive of the idea that there
could be a totally different way of practicing - with honor, integrity, no marketing, no BS, no
"conversion," and no religious hype. That concept somehow doesn't fit into your cranium!
And that is part of the problem. You've bought into the idea that you need to market your
brains out because that is what people want. You are so wrong! And your stats prove it - look
at your weekly visits, your percentage of children you see, the number of new patients, and
your "wheelin' ‘n dealin'.
Ok....I know that I am being a bit brash - there's a surprise!
Listen.......here is what many doctors think people want:
"Dr. Ogi,....I know, I know! It's the cookies with each adjustment that will do it!"
"I'll have my staff wash their car while they are waiting" - I've mentioned this one before!"I'll wash
their car!"
"It's my glitzy ad in the yellow pages that will do it. You know the one. The one with the massage
therapy, and the rehab, and the stretch-'em table, as well as the tire rotation station on the side! That
will surely bring 'em in"
"I'll have them bring in their used car as a trade-in! That's a real good one! I should have thought of
this one earlier!"
"I know what! I'll get a real slick website with the scrolling banner and flash that subluxations kill and
maim and destroy! I'll have them make it very real - I'll have blood dripping from the computer screen
when they open up my page - that will surely convince them!"
"I'll give 'em a discount they just can't refuse - the 80% off special. That'll do it!"
"We'll sell 'em all the vitamins they can swallow! Yes! That will absolutely do it!
"I'll show up at their baseball game - hell, I'll even play!"
"My staff will walk their dog"
"My mother will walk their dog."
"I'll walk their mother!"
"Hell, their mother can walk me!"
Alright....now I am really cutting it close!
Listen....I am certain you can add your own amazingly astute and entertaining ploy to this
glorious list!
I already know that some of you will write down some of these ideas actually try to use them.
You need a life! None of these are it!
You see, there are hordes of Chiropractors who have bought the idea that marketing is the
only way of getting new patients. That in order to have the practice of your dreams you have
to sell and stress the hell out of your staff and yourself and your family and market morning,
noon, and night. That there just has to be a better mouse trap out there to capture these
elusive New Patients!
......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.
If you understand this - now you're getting somewhere!
And then there's the Let's-Make-a-Deal bunch - here's where you really shine! Here is where
your integrity is the carpet you walk on! - but that's another topic.
Think about it: There is only one way that a patient will decide to see you AND decide to stay
under your care. And that is if they WANT to do so of their own free will.
WOW! What a concept!
"I've heard of Free Will, Dr. Ogi. I've read about it somewhere, but not at the marketing seminar I'm
taking. We're covering pressure tactics just now!"
YES, no pressure, no preaching, no religious hype, no BS, no selling, no prostituting your
integrity and theirs, no slick, and no nonsense!
Listen... you have already figured this out - a patient who is marketed will generally not stay
with you because it was not his idea. No. It was yours!
I've mentioned this concept earlier - patients will only decide to see you AND ASK you to please
check their children, if they see value in what you do - most of them will simply ask you (there's
a concept) to check their children without you saying anything to them! Ergo, you must be able
to provide them with something tangible and of value. Massage therapy is not it. Neither is
rehab. Or your distraction table. Or Vitamins. Or your slicky office. Or your shirt and tie. Or your
wobble boards, or your comatose elevator music, or your computer terminals at each table, or
your new patient raffle for that plasma TV, or....please fill in your own entertaining ploy.
So.....what will?
Let's talk about this:
What will do it, is if you can demonstrate to your new patient how their body is malfunctioning -
doing its own thing - in a way that they have not previously been aware.
.....AND demonstrate to them how what you do, will correct their condition. That is first and
foremost!.
The second is that they see you as absolutely the best doctor they have EVER seen.
Ever!
If you can provide your patients with these two conditions, they will want what you do. Period.
They will flock to see you from everywhere - and fly in to see you even from overseas!
I've been there, done that, and I have the T-shirt!
These two will give you the practice of your dreams! Simple!
This is what I teach: How to have your community rave about you and want what you do.
There is no other way!
However.......There are a few doctors who simply can't fathom that this works - they
can't believe it. To those, I say: You are simply not ready for my Program You need to suffer a
little longer.
And I've said this before:
When the pain and agony of staying the same becomes greater than the pain of change,
that is when you will decide to change.
Warmest wishes,
Dr. Ogi Ressel
Here is your affirmation for your week:
I am the best
My community loves me
I am well respected and trusted by everyone
I love my life!
