Are all chiropractic practices and doctors exactly the same?
Obviously the answer is no, but you wouldn’t know it by asking many of the chiropractic consulting groups. This is Lie #2 in my “5 Lies Chiropractic Coaches Tell” series.
Most chiropractic coaches think every problem in practice has the same answer, and it usually involves studying their procedures more thoroughly. In other words, there’s no personalization, no one-on-one tailored coaching.
You see, these coaching groups want client #1 in Dallas, TX to be no different their their client #2 in San Diego, CA. It doesn’t matter if client #1 is insurance and client #2 is all cash. If #1 has decompression and #2 is “adjustment only”. The coach wants them to have the same hours, same layout, same procedures, etc.
Let me tell you how they tried to convince me of this lie…
Years ago, with only $3000 a month in collections and an overhead of $15,000, my practice was in big trouble as in, get evicted, close the doors, and call the bankruptcy attorney. Things had gotten so slow that at one point my practice was averaging only 1-3 new patients a month.
I even hired two different practice consultants during this time. I studied their manuals, listened to the videos did everything they taught. I went to as many seminars as I could afford, memorized all the scripts to a “t”, and tried to get new patients just like the consultants taught.
Every couple of weeks I would have a phone call with my “assistant coach.” He would tell me how the head coach built his practice — doing outside events (which in most cases just means he did spinal screenings), running a newspaper ad from 1968, and “persuading” his patients to refer.
I would then put their one-size-fits-all plan into action.During one of my worst months, I spent every spare minute I had doing 8 screenings and 2 outside talks. Sure, I got a handful of patients to sign up at the screenings and talks, but most of them didn’t show up for their exam or stay around long.
Two weeks later, I’m back on the phone with the coach, and here we go again…
“Dr. Beck, you must be doing something wrong. Our system works, it’s the doctors that don’t work the system. Did you do…” Then he would ask me a list of questions about unimportant procedures that had nothing to do with getting new patients. Silly questions like “Are you saying your cheers and chants in the morning? Is your CA holding her mouth right when she answers the phone?”
Mr. Coach, are you kidding me? Your system not only sucks, but it hasn’t worked well since 1982 when the head guru built his practice. You’re fired!
Here’s the truth…
EVERY PRACTICE IS DIFFERENT! EVERY CHIROPRACTOR IS DIFFERENT!
A good coach or consultant should recognize this truth and personalize his coaching to reflect it. If a question comes up about a coaching recommendation or procedure, the consultant should be available to answer it with a specific answer.
How many times have you asked a chiropractic coach a specific question, only to get a vague, generalized answer. Can you imagine a pro golfer asking his coach a specific question, then the coach going off on a long tangent about the metaphysical aspects of Tiger Woods’ swing? That coach would be fired very quickly.
Coaching is a lot more than “Here’s the manual, here are the cd’s, come to a seminar every month, don’t ask questions about the system, just implement it!”
Coaching is guiding the chiropractor, giving him tools to make things easier, and helping him personalize those tools to his practice.
What kind of coach do you want? One that has a “one-size-fits-all” approach, or one that works with you to personalize and customize proven tools to your practice?