Had a great time presenting at the Indianapolis EPOC last night. (Thank you Drs. Nate and Cory Blume!) EPOC stands for EpiCenter Of Chiropractic. These are gatherings of chiropractors interested in advancing the philosophy of chiropractic, the success of chiropractors and the unity of the profession.
Sometime, either during or after my presentation, I was asked, “What separates those who are successful at spinal screenings from those who aren’t?”
Apparently, this question was prompted by my assertion that if a chiropractor doesn’t get out of his or her office and tell the chiropractic story to as many strangers as possible, he or she should only expect a meager number of new patients to show up, and those who do, mostly for headaches, backaches and neuromuscular-skeletal complaints.
“I think it depends on whether the chiropractor is conducting the outreach event as a sower or a reaper,” I answered.
“I think most chiropractors attempt to sow and reap at the same time,” I continued. “Or worse, they have little interest in sowing, they just want to reap. When you reap without sowing you’re circumventing some well-known success principles.”
Like virtually all new patient overtures, prospects can tell where your heart is. They can tell if your intention is to secure them as new patients for your benefit (cash flow, pay your bills, etc.) or for their benefit (restore their lifestyle, eliminate debilitating pain, end their dependency on drugs, offer hope, etc.). If they detect even a whiff of a self-serving motive, your screening, lecture or community event merely tests the comfort of your orthotics, fuels feelings of desperation and reduces the likelihood of future attempts.
Naturally, you can sow and reap at the same time. But not with the same prospect. Overlook this and you’re likely to measure the success of your event solely by the number of new patients it produces. Fall for this, and you’ll be less inclined to get out of your office and spread the truth that your community won’t hear by any other means. This contributes to keeping your practice largely invisible to those in your community you could help.
Sowing is about broadcasting seeds. Which seeds germinate, if any, is out of your control. How quickly they germinate, if at all, is also out of your control. This, combined with the faith necessary to believe that someday your investment will pay off, makes sowing chiropractic new patient seeds, decidedly unpopular. Even avoided.
And as I also mentioned last night, if you're inclined not to share your chiropractic story with as many strangers as possible, at least be sure your current patients can adequately describe chiropractic. Find out. Ask. “So tell me, when you tell others about chiropractic and what we do, what do you say?”
Perhaps their blank stares and pathetic attempts will be enough to compel you to start sowing within the four walls of your practice!