Do YOU think accurately too?
“I’ve been in practice 25 years.”
Meaningless. How long you’ve been in practice doesn’t mean that you know how to succeed or should have succeeded by now. Time alone does not build practices.
“I’ve seen your stuff for years.”
Meaningless. Just because you’re in the stands doesn’t mean that you know how to play football. Those who take action win.
“I’ve never had to market my practice.”
No, what you really mean is that you were more successful in the past when it was easier to over treat and over bill. Nowadays, you actually need to know how to run and market a practice.
“My practice is a X,Y,Z technique/philosophy/product/service practice.”
What you do is only important if people already want it. If you have to explain it, defend it, prove it, or oversell it, then you have the wrong product, message, and service.
“I didn’t go to Chiropractic School to become a marketer!”
You didn’t go to Chiropractic School to learn how to own a business either… so why did you open a business without proper training? Chiropractic School barely teaches D.C.s how to confidently and competently treat and care for patients. If a D.C. isn’t willing to market his or her practice and put it as a priority, then they should go to work for a D.C. and not be self employed.
Bottom line, “School is never out for the pro.”
You gotta keep learning, keep questioning what you believe to be true, and marketing your practice. 24 hours a day, 7 days a week ( in office, online, offline, all the time ).