COACHES CORNER
Why do we do to others what we dislike being done to us? And then, act indignantly when it happens to us?
What am I talking about? Loyalty. I try and reward loyalty amongst my clients…always have but do you?
If you’ve ever purchased a time share, you surely have noticed how well you were treated (courted) before you purchased compared to how you’ve been treated ever since. Even if you’ve been treated well, deference is always given to the prospect over the owner…crazy but that’s how they seem to do it. It’s about procurement.
Have you ever tried to renegotiate your cell phone or even your cable TV service? Sure, they would bend over backwards to get your account. They may even attempt to keep your account through the use of incentives (did you know they have entire departments dedicated to this?) or they may not. You see, it’s the prospect that gets the best current deal or offer…not you.
So, what’s this all mean to you? Well, what’s the experience of an established patient or practice member in your practice now compared to when they first came in? Are you still courting them or, as in the above examples, are you penalizing their loyalty by taking them for granted? We’ve talked about this phenomenon before.
We all talk about it when patients leave the practice. What if the reality was that they feel that you’ve left them? Could that be their perception? Did you give them more time, energy, focus, care and caring in the beginning and not so much now that they’re “better?” And didn’t you want them to not gauge their care on how they feel. Why is it that you may have done just that?
Want ways to reward and acknowledge your very best practice members? Let me know how you do it and I’ll share it here but, for now, here are some thoughts:
Old school approaches like patient appreciation days and special events are common. What else? Why not look for ways to be appreciative? What if you discussed who is coming to the office that day and decided, with your staff, how you might go over the top acknowledging one or more of them that day?
Or, be overt….ask. Here are two questions to get you started:
“Is there anything you could recommend that we could do that would make your visit to the office ‘even better’ for you than it already is?” And, “do you recall what you needed to know or experience as a new patient that caused you to see chiropractic being valuable to you beyond your symptoms?”
Get the idea…..start giving the top 20% of your practice members 80% of your attention instead of giving the bottom 20% of your practice members 80% of your attention. And, never make a valued and loyal practice member wait to accommodate a new patient.
I know, its contrarian in its thinking but…think about it! And, if it makes sense to you that your coach should treat you better as time goes by, maybe we should talk…
Have a coaching question? Ask…email me directly at [email protected]
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