“Treat people as if they were what they ought to be, and you will help them become what they’re capable of being.”
Johan Wolfgang von Goethe
A major concern in chiropractic practice is the practitioner being product-centered and not patient-centered. This is a state of focusing on the product, which is your chiropractic technique, rather than focusing on the person and the patient interaction, what the patient needs to hear, and how it relates to them. Realize it's not what you're saying; it's how you're saying it. The number one reason patients leave the practice is they feel neglected, not respected, not taken seriously, and not heard. They perceive your indifference.
Are you one of those chiropractors who thinks that your patients are coming to your office because of how much they like you? The truth is: They're not coming to your office for YOU; they're coming to your office for their needs, their wants, and how it's going to contribute to them and their family's health. One of the best things you can do is to become a skillful communicator. Practice members want to be heard and validated, and they come to your care because you listen and you seem interested in them. Patients come in for the right reason (which is THEIR reason). Their situation is somehow limiting them in their capacity, and that limitation is the real problem. You want to help them solve their concerns. You need to be able to communicate your principles and values about your service in such a way that they feel like you're offering a solution to help them get from where they are to where they could be. You're also helping them perceive the gap between those two places and see how you can help them cross it. This does not mean you're helping them get rid of pain or get rid of their condition, but how you're helping them experience more.
People feel out of control, and they feel lost—especially with how they're coming in—and they want you to help them get back into a state of increased health and well-being. Somehow their condition or circumstance is interfering with their level of happiness. Most people are willing to pay for the things they want, but not always for the things they need. If you describe your care as something that they need, without realizing or connecting to what they want, you'll have challenges. Patients need logical steps to help them become practice members. Think back to your own path as you started out in chiropractics. Help your patients come to their own logical conclusions about the current circumstances versus where they want to be. If you’re in touch with your “a-ha moments” you can help them be in touch with theirs.