Is one of your most frustrating moments when you hear, “I can’t afford it,” moments AFTER a patient just told you how committed they were to finally correct their problem? Is it even worse when a patient says they are committed to your care and the spouse says, “We can’t afford it?” At that moment, it’s almost like you feel powerless. You want to give them more information, HOPING they change their mind. Unfortunately, using “hope” as a strategy can be very frustrating. I also know this from personal experience.
I was frustrated with “hope” which resulted in 20 years of studying human behavior, NLP, life coaching, self-empowerment techniques, along with how and why people make decisions. What I discovered is fascinating! One of the numerous epiphanies I discovered is that “I can’t afford it,” is a belief system and rarely a financial condition. The most powerful resource is human emotion, NOT money. Human emotion leads to resourcefulness, which leads to finding a way to “afford it.”
I’m sure this is no surprise, however, the emotions a person must experience to find and invest financial resources are related to their core values, their identity (who they are becoming), and their life purpose. The MOST IMPORTANT key is that their values, identity and purpose can NOT be related to pain.
Pain creates short term change. If you associate their values with how their “Pain” is affecting their life, and what they can or can’t do, you will have a more temporary result. They will start care but the probability they will become a lifetime patient becomes increasingly less. This is not my opinion. This is a foundational principle of human behavior and is also understood by leading corporations in the world and world leaders and influencers, like Anthony Robbins and more.
The first step in any communication is, “Know your audience.” EVERY person has emotional needs they are trying to meet. The primary needs of an employee or blue-collar worker who receives a paycheck is trying to meet is certainty to maintain the financial security and protection of the family. With this person, your unexpected cost of your program will threaten that need for security, which is why they will say, “I can’t afford it.” When the pain of the patient’s declining health is more of a threat to the financial security than the investment of your program, they will change their mind. Therefore, you would say, “Do you believe your wife has a condition that breaking her health down every day? Can an unexpected diagnosis or disease ruin and threaten the financial security of a family? Are you willing to risk that if her health continues to break down? Do you believe this program and investment for her to regain her health is the best thing you can do to protect your family and financial security?” Now your program and this cost will help them attain their needs rather than threaten their needs.
A business owner/entrepreneur has a much different value. They are willing to invest in something that gets them what they want and has many returns. You might say something like, “Do you believe your wife has a condition that breaking her health down every day? I know you feel it’s your responsibility to protect the health, happiness and financial security of your family, correct? Do you believe this program will restore her health, happiness and keep you financially strong giving her health for years to come? Isn’t this really the best investment you can make for a strong healthy family?” When they say, “Yes” to that question, you can also ask them to bring in their kids, since we agreed on family.
Notice we talked about “financial security,” a value. Then we talked about being “the protector,” identity. These have far more emotional, internal connection to a person than what they can or can’t do because of pain, which are far less important for long term change. Are you focused on “the close” or focused on lifetime care?
A famous quote by Tony Robbins in Business Mastery is, “The least successful sales people focus on the close. The most successful sales people focus on the relationship.” Relationship is built from values, identity and purpose. This mindset is from one of the top business coaches in the world.
Another very important characteristic of human behavior is, “Pleasure makes change permanent.” Therefore, creating long term, lifetime patients relates to pleasure, NOT to pain.
When a patient says they need to stop your care, did you ever tell them if they quit they will lose their results? Did that make them change their mind? Did they say, Gee doc, why didn’t you tell me this before? Now I will come for the rest of my life?” Or did they quit? I think we know the real answer, they probably quit. That’s because losing their results is a pain based motivation and they don’t care because pain is only short term.
For long term connection and relationship, in Elite Chiropractic Coaching, which has a patient management and communication system based on human behavior yielding unprecedented commitments to care and lifetime patients, we have them write 20 – 30 year health and life goals. Once we have the goals we ask, “Why is this important to you?” They will tell you their values and purpose. For example, hypothetically, if a person wants to run marathons until they are 80 years old and you ask “Why is this important to you,” they may say, “I don’t want to die of a heart attack like my relatives.” When you ask why for their deeper level purpose, they may say, “I want to stop heart disease in my family for the next generations.” That is a purpose statement that has a deep emotional impact. This is a pleasure based purpose, not pain based. It is easy to see “Why” a patient will make longer term commitments into lifetime care being inspired by deeper, more emotionally rooted relationship building reasons than merely pain. Again, you can now ask them to bring in their family.
These examples are a small glance at a few principles of human behavior with a patient application process taught in Elite Chiropractic Coaching boot camps, scripts and more, which is the reason doctors attending and learning these systems in the boot camps experience an average of 30 – 50 % increase in patient commitments to care in 90 days. It’s called our 90 Day Difference Program.
These techniques are also taught in our, “5 Steps EVERY patient MUST go through,” 6 video product that eliminates ALL objections in advance. For information please CLICK HERE, to make an unprecedented improvement on your new patient commitments in 2018.
Please feel free to call me personally, Dr. Fred DiDomenico, for any questions. Many blessings while you fulfill your purpose in chiropractic on a new, improved level.