Advice from Dr. Will Likins
02.06.09

(As interviewed for March 2009 Auctioneer magazine article.)

The most irritating aspect of stereotypes is that there is typically an element of truth to them. There is no denying that there are chiropractors who abuse their priveledges and adopt strange philosophy simply to increase patient volume and business revinues. They have very little basis for what they recommend and in the process alienate themselves from the surrounding matrix of healthcare providers. To ignore this would permit me to develop a negative, defensive attitude which would carry over into patient interactions. If there is no chip on your shoulder, there is nothing for others to knock off. I accept that there are bad chiropractors, but recognize they have no influence on my practice. My primitive side finds solace in the fact that there are some horrible medical doctors as well.

Some important points I have learned over the years on this topic:

1) No one cares what you say. If I am confronted by a person who has a preconcieved idea about what I do thereis nothing I can say to change that. If it is a patient (which begs the question, why did they come in), I will often say “I can talk about this until we are both blue in the face, but until you start to feel better it’s not going to matter”. People don’t care what you say, it’s what you do. Sometimes verbal self defense in itself is suspicious.

2) Confidence is important, but confidence without compassion is arrogance. If a client describes a horrible experience they had with another professional in your field, resist the urge to immediately begin telling them how wonderful you are, all of your awards and numbers, and your previous successes. Your fellow professional gave them a sales pitch as well. Aknowledge their negative experience and apologize for what they went through. They want to know you care more than they care about what you know.

3) Give them more than they are expecting. This is where a stereotype can be an asset. In a world of crazy chiropractors I have a genuine opportunity to stand out. A skeptic who is proved incorrect through compassion, outstanding results, and first class service will become a larger referrer than a client who expected that service to begin with.

4) Never speak badly about other professionals (or anyone). If a client brings up a horrible competitor resist the temptation to join in and share stories. Listen and empathize, then bring the conversation back to your clients needs. These conversations waste valuable time and reduce you from a positive professional to a negative gossiper. No one refers to a negative gossiper, even if they initiate the conversation.

5) Tell your clients you appreciate them every time you speak with them. This can be a variety of ways: “I appreciate you, I always enjoy working with you, Your a great lady, I wish I had a million more clients just like you.” You are not the only provider they have to chose from. Let them know it really is an honor to serve them. This is important not only for them, but for your own state of mind as well.

6) Send a handwritten note or personal call to anyone who refers to you and let them know that you appreciate their trust and will take good care of their referral. You never get too busy for this. Let’s say you get on average $1000.00 per service from a referral. If a person walked up to you on the street and handed you $1,000 dollars you would stop and thank them. Do the same for referring clients.

7) Treat your staff the way you want them to treat your clients. If you treat your staff badly, when your not around they will convey that to your clients. If you treat them with the respect and compassion of clients, they will naturally do the same. Staff is your greatest source of referrals.

8) Be the best at what you do but don’t let it go to your head.

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