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What I'm Reading

yes.jpgPerhaps one of the most influential books I’ve read (pun intended) is the classic book by Robert Cialdini, PhD entitled Influence, Science & Practice. His newest book, Yes!: 50 Scientifically Proven Ways to Be Persuasive is a collaboration with two other social behaviorists, Noah J. Goldstein, PhD. and Steve J. Martin. The 50 practical applications of his original principles are short, to the point and immediately usable in a chiropractic practice. For example, suggestion #16. A simple change in languaging at the front desk from making a request to asking a question as in, “Please call if you have to cancel.” to “Will you please call if you have to cancel?” can reduce no shows from 30% to 10%. Suggestion #17 is equally valuable in improving your kept appointments statistic. Instead of the front desk staff writing the next appointment(s) on the back of your business or appointment card, hand the card and pen to the patient so they make their appointment commitment in their own handwriting. The book is filled with little nuances like these that will easily return your investment.

Comments (3)

The book recommendation goes well with your insightful comments on our Monday Morning Motivation email. Thanks.

And I'll check out the book. It was many years ago when I first starting using your materials. It took me a little while to realize that we will be saying much of the same things over and over throughout our careers; we can either be thoughtful about our comments, or we can say whatever strikes us. The odds of an intentional outcome are better if we are more disciplined in our words.

Dennis

Tony Russo:

OK, call me cheap, but I just put a request into our local public library for the book. It'll be in within 6 weeks. Along with Rabbi Daniel Lapin's book, Thou Shall Prosper, which just arrived. Sounds exciting. Just like Mike above, keep up the great work.

Mike Headlee, D.C.:

Bill,
Thanks for the book recommendation, I love Cialdini's book Influence. Keep up the great work.
Mike

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From March 13, 2009 4:53 AM

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