Empowering Women Chiropractic – Public Speaking for Practice Growth -Cathy Wendland-Colby

But our conversations aren’t always focused, they’re not always delivered, and they don’t always deliver results. How do we make sure that the communication that we have, that the conversations we participate in, that the engagements and the relationships and the community involvement that we’re doing winds up creating amazing results for your practice. That’s what we’re going to talk about today because one of the things I see most with new docs and people who are trying to grow their practice because all of a sudden they got to the realization that they want more out of their practice is that they start to educate with overkill.

The just go way too far. They start to verbally vomit all over people. They start to say too much too fast to the point where people can’t understand what it is that you’re trying to share. We want to make sure that when we’re sharing our message, we’re sharing it in a way that people can actually digest it, right? You don’t need to give them all four years of chiropractic school. You don’t need to give them all of your undergraduate. You don’t need to teach them everything you needed to know to pass your boards or to open your office or to sit through neurology.

I’ve got students that were here this morning getting ready to go do a neurological diagnosis exam. You don’t need to teach your community all of that in one conversation, but you need to help them understand why chiropractic can benefit their lives, why chiropractic care can help them and their family function at a better level, why they should make the choice to incorporate safe, general effective natural chiropractic care as the primary basis of their family’s healthcare system. How do you have that conversation? How do you educate without overkill? We don’t want to be the dead horse.

We don’t want to just keep drilling it into people to the point where they are turned off from you. We want to do it in a way that’s welcoming, that’s inviting. It’s almost like casting a very big net and letting people slowly swim in and then you start to pull that net in a little bit closer and a little bit closer. Here’s the number one thing that I learned. When you want to start educating your community, let’s think about first and foremost the people who have no idea what it is that you do, right? They’re not patients. They’ve never been a chiropractic patient.

They probably not only have they not been in your office, but they’ve probably heard interesting things, right? You know what I’m talking about. They’ve heard those interesting things about chiropractic that probably aren’t true, but they don’t know how to make that decision and determination because it’s all they’ve been exposed to. How do you gently ease into the conversation to let them know that, “Hey, chiropractic is safe. It is effective. It does help people function at a higher level because what we do is connect the brain and the body.”

Maybe you could start the conversation by simply asking one of the most easiest questions, what is the master control system of your body? Now, oftentimes people are going to answer their heart. Don’t make them wrong and say, “Well, you know what? That’s a good answer, but there’s something even greater than that that’s controlling the heart.” Don’t say, “Oh, no, no, no. Not the heart. Think differently.” Say, “Yeah, that’s a great answer, but there’s something that even controls the heart. What do you think is controlling that?” Help people get to that point and reverse engineer your conversation.

Get them to understand why a properly functioning spine and nervous system is important before you start to tell them about chiropractic if they’ve never been exposed to chiropractic or worse yet, if they have a negative impression of chiropractic. You educate them gently. You bring them in gently. You cast the net wide and you start to reel them in and you talk about the master control system in the body and how it was created and why it’s encased in solid protective bone unlike any other organ in the body, right? The lungs and the heart, yes, they are protected by the ribs, but you can easily get a knife through anywhere, right?

But the brain is protected by a solid massive bone, right? The skull. The spinal cord is protected by 24 movable segments of bone. When you have that conversation, it’s a natural for people to start thinking, “Oh, well, obviously it is so important that the body knew to protect it or the God within knew to protect it or the universe knew to protect it or the creator knew to protect it.” It’s that important that we want to keep it functioning at its best level without interference from when? From today until tomorrow or from yesterday until next week or do you want to keep functioning at its best level from birth to the burial? Right?

Start to lead them at how long do you need to have your nervous system functioning at its best level. Well, as long as you want to be healthy. Gradually ease them into that. Be mindful. Here’s a thing I want you to understand. When it comes to public speaking, you have to be mindful that you have two ears and one mouth for a reason. Now, when you’re up on the stage, different story because you are talking at the audience, but your eyes need to be your ears. You need to be watching the audience. You need to be paying attention to what they’re doing. You need to see if they’re vegging out.

You need to see if they’re staring out at their phone because people just don’t look down at their crotch for no reason. You need to see if they’ve tuned out of your conversation or if they’re leaning in actively engaged and the light bulb is going off because you’re teaching them something that they’ve been never been exposed to before or you’re presenting it in a way that their brain goes pooh. That’s a new perspective. That’s a new paradigm. That’s a new idea. That’s amazing. I never even thought it worked like that. Think about when you’re speaking to listen twice as much as you speak.

If you’re on top of a stage, then watch twice as much as you speak and perceive what’s going on with your listener. That’s how you know if you’re getting into that verbal vomit. If you just keep talking and talking and talking and talking and talking and then you take breath so that you can keep talking again, you never even gave them a chance to listen, to respond or to think about what you just said. You’ve got to take that pause. You’ve got to slow down. You’ve got to make sure that they’re understanding what it is you’re trying to communicate. You have to give it to them in small doses.

Listen, you didn’t go to chiropractic school and in one week learned everything you needed to know crammed down your throat as fast as possible. Your patients aren’t going to learn it in one week either. You took four years to get to your understanding and then however many years you’ve been in practice to improve. Maybe perfect, maybe improve. It’s called a practice for a reason. Improve both your adjusting skills, your business communication, your patient care, right? You took a long time to get to where you are. Grant your patients and your community that same amount of time.

They’re not going to get it in one day. They might understand why they need to come in, but we’re going to need to constantly and continually educate them and help them understand this. It doesn’t mean throw it all up at one point. It means little bits, little drips, little drabs, little dribbles here and there, a little video now and then, a little conversation in the office here and there, an email now and then, a handout now and then, but constantly educating them so that you’re educating without overkilling. It doesn’t all have to happen in one shot.

You need to make sure that you are targeting your message to the person that’s going to receive it. If you are talking to a group of mechanics, your conversation might not necessarily be about why they should bring their newborn babies in to get adjusted so that they can develop at the greatest level of health, right? If you’re talking to a group of moms, you might not have a conversation about how getting your spine adjusted is just like getting your engine tuned up because… I’m not stereotyping, but I’m a mom. I can tell you nothing about tuning up my engine.

I know that you just take it back to the INFINITI dealer and they do what they need to do, right? That conversation wouldn’t resonate with me. If you’re having a conversation with your athletes, then make sure that it’s geared toward athletics. Talk about how this can improve their performance, increase their jump height, improve their speed, their response time, make them quicker, make them heal better, allow their body to be able to recover after injuries or getting a big hit. One of my football players was just here. He had a big is it scrimmage? What’s the word? Scrimmage? Scrimmage? Scrimmage.

He had a scrimmage yesterday, thank you, with four other teams during the summer time. It was helmets and shoulder pads. He said, “I’m not hurt, but I’m banged up. I knew I needed to get adjusted before tomorrow’s practice.” Right? Target the message to make sure that it’s landing on right ears, not deaf ears. You want to make sure it’s landing on fertile soil. Target your message to the person that you’re speaking with or to the group that you’re speaking to or to your email list that you’ve built. Make sure it’s the right message at the right time for your people.

They’ll be a lot more receptive and that’s going to help you not only grow your practice, but maintain that growth so that you’re not just getting them in and losing them out the back door. You’re getting them in. You’re keeping them in and then they’re sharing your message and your information with other people. Who are those other people? That’s your audience. That’s your target market. That’s your ideal patient. The way you find them is you look at the best people in your practice right now.

When those people walk in the door, you know how your face lights up and you say, “Oh, this person’s here or this family is here or this group of people showed up.” When those people show up, those are your best patients. Not the ones that you run to the back to get away from. The ones that your face lights up and you’re happy to see, those are the people you want to fill your office with. Have your conversation with those people and talk to them about how can you share this information with people just like them, how can you share that information with their co-workers, how can you share that information with the organizations that they participate in.

Maybe it’s a group of sports parents. Maybe it’s a church group. Maybe it’s the PTA. Maybe it’s one of the business associations in your community or the Chamber of Commerce. Whatever it is that your ideal patient is involved in, that’s where you want to share your message because like attracts like. Those people have a tendency to do similar things with people just like them.

Find your audience, target your message, and make sure you’re delivering it in small bites so that people are actually receptive to it and they’re not turned off by it or tuned out by it or vegged out and faced out and just being polite and staying there listening, but not actually listening to what you have to say. That’s my tips to help you improve your public speaking so that you can experience some great solid predictable practice growth in the coming months. Make sure that you’re targeting your message to the right audience at the right time.

Give them just enough information for them to have some questions, be curious, be interested and come back for more. Then, go out and do it again and again and again and watch as your impact in your community expands and your practice and your community’s health improves. Ladies and gentlemen, thank you so much for joining us this week on Empowering Women in Chiropractic. I’m so honored to be your host. I really want you to join back next week because we have another amazing show coming up for you. We’ll see you soon.

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