Successful products and services quite simply, have found they’re client’s ‘BLISS’ point. Think about a service or product that you love. What is it about that product? Taste, smell, how healthy it is… or the service…the way you are always greeted, the way the reception staff remember fine details about what’s important in your life, the smell of the treatment room… The Bliss point is exactly this. A culmination of kinaesthetic, auditory, visual and emotional cues that go beyond simply delivering a great product or service. In my view it’s what makes up the gap between a great service or product and an extra-ordinary one. Another word for it is ‘Relationship’. So have a think about what is or could be your ‘point of difference’ or Bliss point and oftentimes it’s not a big thing. There’s a saying, it’s the small things that make the biggest difference! So true. For example, I spray essential oils around my room and treatment table before and after every client; I randomly gift my ‘Grade A’ clients with a low cost item such as soap or hand cream, just because…; I make detailed notes about their family, kids, pets, holidays etc. and then ask about these during the consultation; I bring my colleagues into the consultation room for a 2nd opinion, makes my client feels extra special; I send them an email about a topic they mentioned even though they didn’t ask me directly for the information; I make sure the table is clean before every client puts their face down… As you see there are many no-cost things you can do. When you’re client feels that warm, fuzzy feeling…the same way you do when you see your professional or receive a product (which still relies on a service) they will be a patient or client for life. HINT: When you feel the warm and fuzzies also with your client this means you’ve connected, and that means bliss point. Have fun, till next time, Dr. Andrew About the author: Dr. Andrew Arnold is a Chiropractic Doctor, and Owner, Cranbourne Family Chiropractic and Wellness Centre. He is also a Wellness Leader Mentor working with the Wellness Leadership Revolution and running his own program, the Million Dollar Wellness Practice. Andrew shares this ownership with his wife, Dr. Linda Wilson. Andrew's websites: www.milliondollarwellnesspractice.weebly.com www.cranbournefamilychiro.com.au www.drandrewarnold.weebly.com o edit.
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First of all, what’s an infomercial I hear you say? An infomercial is a 30-60 second pitch about you, your business but most importantly, what you’re really about. Purpose: A tool to help you deliver your message quickly and succinctly at a business networking event. A short, sharp well-rehearsed message speaks mountains when it comes to impact. They say you have 8-12 seconds to make an impact, that’s it! With this tool, you’re potential customer or referral partner will be blown away. This enables you to create a ‘vote of confidence’ effortlessly and powerfully. Hi, I'm Andrew Arnold, Wellness Coach and owner, Cranbourne Family Chiropractic and Wellness Centre. Here’s for format: INTRODUCTION 5 seconds E.g., Good morning Andrew Arnold, Chiropractor and Principal of Cranbourne Family Chiropractic, a small, family practice located opposite the Settlement Hotel. We offer affordable, low force, gentle, safe healthcare care, specializing in Chiropractic, Myotherapy, Remedial and Relaxation Massage, Naturopathy, Hypnotherapy, Stress Management techniques, Exercise prescription, Custom orthotics, Postural assessment and brain integration work, and the Vibrosaun Massage-weight loss machine. L.C.D. (lowest common denominator) 5 seconds Choose a niche you are focusing on the moment, e.g. back pain in teenagers related to calisthenics. BODY 30-35 seconds Describe the problem, e.g. in your observation, the nature of Callisthenic activity may have a negative impact on growing spines. This relates to the repetitive hyper-extension exercises… Describe the solution…e.g. so Chiropractic care can have significant positive impact on correcting what we call Spinal Subluxations and minimizing spinal injuries particularly doing the growing years… THE CONCLUSION 5 seconds So a good referral would be a 10-15 you teenage girl actively doing Calisthenics. Include an offer…e.g. we have special rates for teens. Then give out your business card and have them mention you and the business convention you are both attending to receive the offer. Of course you can inter-change and develop a list of infomercials to keep it fresh, just make sure the base line message is consistent. Happy networking. About the author: Dr. Andrew Arnold is a Chiropractic Doctor, and Owner, Cranbourne Family Chiropractic and Wellness Centre. He is also a Wellness Leader Mentor working with the Wellness Leadership Revolution and running his own program, the Million Dollar Wellness Practice. Andrew shares this ownership with his wife, Dr. Linda Wilson. www.cranbournefamilychiro.com.au www.drandrewarnold.com Let me explain. Momentum is defined as ‘the impetus gained by a moving object’. In this case I’m referring your patients and they’re wellness care trajectory. So first, let’s go back and review what we are trying to achieve with our patients. Your patients come to you because they want to resolve a health problem. You have a product which may help. You then set about to enrol or subscribe your patient to your product. This involves verbal, visual, kinaesthetic and energetic cues which collectively become parts of your presentation. Generally this all takes place during the first 1-2 visits at which time you will set about to establish a plan. Does this sound familiar? Now, the reality is not all patients want all of your product, e.g. they may want some or all of your initial care, but not a corrective, or active education process whilst others are interested in tools to help them self-care but do not wish to continue on in a wellness care plan. So you’re primary job as an allied health care professional is not only make an awesome impact (and by the way you’ve only got 8-12 seconds at the first consultation) but also determine what part of your product the patient wants irrespective of what you think they need (Patients have decided this before they even see you). If you can nail this then you build momentum. If you don’t then in most cases you will literally being pushing S@#t up hill, and that’s a recipe for burn out. So once we have established the patient wants some of our product and is at least interested in other parts of our product, we can now build momentum. Momentum is energy, pure and simple. In general people place their health at a low level of priority and it is our job to elevate that. Momentum is about connecting with our patients, meeting them where they are at. Understanding their motivators and then leading them to a wellness paradigm. It’s about a journey, about relationship, about unconditional love and support. It’s about information generosity, being that solid vote of confidence and reassurance. It’s about consistency and stability, reminding them regularly they are in the right place, you’re all over it! It’s about acknowledging what else is going in their life, remembering the finer details, empathy. It’s about keeping in touch, sms’s, emails, phone calls. It’s about showing them products to support their care and help them lead a patient centred model. It’s about using your colleagues as resources…refer, engage reception…It’s about absolute clarity about your purpose, intention, treatment plan, process… If you can enrol your patients beyond the first 8-12 seconds and maybe into the follow up visit, you have a good opportunity to build on this, and next few visits during your initial care is critical. What happens is your Grade A patients start to show up, the one’s you really want in the clinic, the ones who want YOU and you’re product! And then these patients refer others who just like them. Momentum! So you can see how this builds inertia, energy, flow…and those patients who are not choosing all of our product, does not! Momentum is ultimately about team. The practice collectively builds far more momentum than any individual. Use that to your advantage and stay engaged! Keep on keeping on About the author: Dr. Andrew Arnold is a Chiropractic Doctor, and Owner, Cranbourne Family Chiropractic and Wellness Centre. He is also a Wellness Leader Mentor working with the Wellness Leadership Revolution and running his own program, the Million Dollar Wellness Practice. Andrew shares this ownership with his wife, Dr. Linda Wilson. www.cranbournefamilychiro.com.au www.drandrewarnold.com As a practice owner you need to know the difference between perceived reality and actual reality. To put it simply, perceived reality is what you ‘feel’ or ‘think’ is happening with you and your practice. This is dangerous ground as it often is quite far from the actual truth. The actual reality is founded in stats and what stops us from looking hear is usually fear. And fear is based on the meaning we add to our perceived reality and this is based on our negative beliefs which in turn is founded on the past, all of which is not real! My mentor, Marcus Bird once said to me, run flat out towards your fear. This means looking at your appointment book today, for the week ahead. This gives a clear message to the universe to bring in the energy, call in the patients. But here’s the thing. Be careful you don’t add negative meaning when you look at your book and see gaps. It doesn’t mean you’re not successful, not getting results, or not able to sustain your practice! It is simply a gap and is not necessarily reflective of the bigger picture. This is where stats come in. Stats provide us with a balanced, over-arching perspective that is reflective of your ACTUAL REALITY, not what you ‘think’ is going on. But here’s another thing! You need to know what stats to look at, when you look at them and how to interpret them otherwise they will influence your perceived reality. Here’s my top 3:
Bottom line, don’t be scared to look at your stats and your book. As a practice owner and as individual practitioners you need to know where your practice is at any given time. Stats help you set targets and goals that are realistic and then help you monitor your progress towards your goals. Best of luck. About the author: Dr. Andrew Arnold is a Chiropractic Doctor, and Owner, Cranbourne Family Chiropractic and Wellness Centre. He is also a Wellness Leader Mentor working with the Wellness Leadership Revolution and running his own program, the Million Dollar Wellness Practice. Andrew shares this ownership with his wife, Dr. Linda Wilson. www.cranbournefamilychiro.com.au www.drandrewarnold.com |
AuthorDr. Andrew Arnold is a Chiropractor in private practice in Cranbourne, Victoria, Australia and an Accredited Business Coach working with Allied Health Professionals. Archives
September 2016
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