Welcome to the Planning for Practice Success Newsletter

 Practice Startup Success

Information Advice Encouragement

June 18, 2007                                                                                     ISSN 1934-3248

 Leap, and the net will appear.  Julie Cameron

In this issue:

 

 A leap of faith.  I love this quote.  It reminds me of several things, most especially the ending of one of my favorite movies:  Indiana Jones: The Last Crusade.  If you remember, Indy has to go through several trials at the end, and the last one is a chasm that he must cross.  It looks like an impossible task – no way across except by jumping and it’s too far to jump.  Somehow, he summons up the courage to take a first bold step, and Viola! A bridge! (It’s a trick of the eye that’s revealed when he throws dirt out).  It’s that first bold step, that “leap of faith” that starts you on the path to your dreams. 

I’m not saying you just leap before you look.  You must be prepared…with a business plan and all of your knowledge and lots of help.  But if you have all those, what are you waiting for?

Case in point: I talked to a new DC the other day.  He got turned down by his first bank, after the SBA said they would guarantee his loan.  He kept going, found another bank to give him the money without the SBA guarantee and with almost no capital on his part.  He took that leap of faith.  How about you?  (I know I sound like a televangelist, but I figure it’s part of my job.) 

Pump up your Chiropractic Practice.  I believe in synchronicity (meaningful coincidences).  So when I saw that my friend Kathy (author of Beyond the Niche) was writing about Neil Rackham’s book Spin Selling, I thought, Ah ha!  Great minds think alike! 

The book, which I’ve also been reading, is pretty old (1988), but it is absolutely right on in describing the concept of major sales vs. minor sales.  Selling chiropractic is a major sale.  In order to effect the major sale, you must have KLT (know, like, trust).  People must know you, the must like you, and they must trust you.  I’ll be writing more about this in future newsletters and in a future Palmer Beacon article.  If you want more great advice about marketing, sign up for Kathy’s newsletter and you can get a free copy of her short booklet “Pump up your Chiropractic Practice.”  She packs more into 15 pages than most marketing gurus put into an entire book.  (I know I’m biased, but I swear she is NOT paying me to say this.)  Go here to sign up:  http://www.easychiropracticwebsites.com/

Never Say Never.  The older you get, the more you learn that you never say never.  Case in point:  Husband and wife DC’s spent many months exploring the possibility of practice in Florida.  Just as they were getting ready to decide on a city, they got some advice that turned them away from Florida.  So they turned to North Carolina, where they found many, many obstacles, roadblocks in their way.  Again, many months later, they went back home (Ohio) and found the process of finding a building to lease and getting a loan incredibly easy.  I’ve seen it happen over and over – grads who think they have it all figured out (“I’m going to go here and do this”) take another path, by choice or chance, at the last minute.  Life is what happens to you while you’re making other plans.

Guerrilla Marketing Blog.  As some of you may know, I’m a huge fan of the Guerrilla Marketing concept.  Now there’s a Guerrilla Marketing Blog , with great ideas for marketing your new practice.  A recent blog post, for example, discussed how to get free local publicity:  http://gmarketingcoach.com/blog/?p=89 .  You can sign up to get this blog as a “feed” so you can see new posts as they come up.

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