Asking For Money, by Dr. Ogi Ressel
October 18 2009, 12:00 am
Warm hellos to everyone!
Since I am on this rampage and crusade, let's take this a step further.
Let's deal with an issue that no one ever talks about but one that occupies the deepest
recesses of your heart - asking for money.
There I've said it!
WOW!
Many doctors (you may be one of them) are afraid to ask for money because they feel
that the service they provide may not be worth what they charge. Ok, Ok.....hang in there!
And some of them don't really know what it is they really are trying to "sell" to the public.
I mean, what is this "subluxation correction" all doctors talk about? What are its parameters?
How do you measure it? And what does it mean to the average family with 2.5 kids? Do they
understand it or is the doctor simply selling hype? And what is the tangible product of our care?
Looking at it from the patient perspective, that is most important!
Ok....I know this is brash and I can see all the cards and letters already!
Bring it on!
At our deepest level, we feel uncomfortable to ask for what we earn. So, we hire and surround
ourselves with CAs who will handle that task. We literally hide behind our staff. We distance
ourselves from the asking.
Why?
Because it is somehow uncomfortable. It makes us feel common. Icky.
And we insist and jump down the throats of our staff if they don't collect.
Right?
Absobloodylutely!
And we hire those CAs who we feel will have no problem with it - the Helgas and Berthas come
to mind.
But the interesting point is this: Why do we feel this way? Why do we feel uncomfortable asking
for money ourselves? And if we face any opposition or questioning from a patient, we either
cave-in or delegate to our staff. Why is that?
Let's take this a step further - why do many doctors charge much less for children? Are they
some sort of a sub-human life form? Or have they assumed that they are just "little people"
and do not require much work.
Have they diluted the importance of the adjustment because it just seems "so easy" to do
with kids?
Listen......When I was in practice, my fees for children were higher than adults in most cases.
Why, you ask?
Simple. There is much more knowledge and expertise required to adjust and care for a child.
Surprised?
I find doctors who devalue the care of children very often also dilute the importance of what
they do by giving away their adjustments at parties and social gatherings - because it appears
so simple: "Bob, can you just crack me here? I feel a bit of a headache coming on."
How does that appear to the public?
And how does that simple action place value on what you do? What it does tell others is that
you do not value what you do. That there is little sanctity to your work. That it is common.
A snap.
And because of this perspective, we are afraid to ask to be paid.
I have to tell you a personal story: When I was 8 years old and living in Europe, I was out
skating one day and fell flat on my face, breaking all my front teeth. And for most of my
career I walked around with chipped front teeth - what can I say, I hate dentists! A number
of years ago I finally decided to have them all repaired, bonded, etc.
The prosthodontist (one who makes crowns, bridges, etc) repaired them all and told me that
the bill would be $35,000.
He simply held out his hand. There were no payment options. None. I asked if there was a
discount for winging, crying, hoping, deep sighing, begging, kneeling, etc. There wasn't.
I wrote him a check. That was that.
He had absolutely no difficulty asking for his money - up front!
A lesson learned.
We have great difficulty with this, however. We feel that somehow patients will leave us if
we press them to pay what they owe us and what we are worth. So we have this "money
agenda" hidden from plain sight as though it is not important. But we all bitch about it when
it doesn't happen. And we blame our staff.
But you need to realize this - they take their lead from you! Yes, you!
I want you to think about this for this for a moment: What are you delivering to your patients?
What is your goal for them? Is it real or is it something surreal they cannot get excited about?
And do they share your excitement? And if you are not all that sure what you are delivering,
why would you expect your patients and staff to have certainty on it? Let me tell you this - no
one is interested in wiping out Subluxations on the planet. Or saving the planet. Or even their
neighbor.
No.
But everyone is very interested in themselves - just like you are. So....what do you do that a
patient can get really jazzed up about? What do you offer that everyone will want?
Wonderful question, isn't it?
If you can answer those questions, you will have the practice of your Dreams. And people will
simply pay you - you will not even have to ask. I know. I've been there. And I have the T-shirt.
.....All part of the PEP Program....
Warmest wishes,
Dr. Ogi Ressel
PS: I wanted to mention that there will not be a THOT next weekend - I am teaching Module I
in Niagara Falls.
Here is your affirmation for your week:
I see clearly.
My vision has turned inside.
I am grateful for what I see.
I like what I see in others.
