Being the Best, by Dr. Ogi Ressel

Wednesday, January 21st 2009

Warm hellos to everyone,

 I'd like to share a valuable lesson with you - and I wrote about this
some time ago:
Two years ago, when my wife was alive, she ran a small inn. And in
our town of 13,000 there are approximately 300 small inns very similar
to hers - this is wine and tourist country.
Since the very beginning, she's has had no openings and had been
booked weeks in advance.
The inns on both sides of us have vacancies - and were even told by
the local association that they should lower their rates in order to attract
more potential guests - Linda's rates were 40% higher than those charged
next door....and she had no vacancies.

What's that about?

She decided to apply the principles from the PEP Program, to managing her Inn.
She decided to open the Inn with the principle that her guests would receive
unparralleled raving fan service. Period. 

She decided that she ran the best inn. 
That she was the best!
That her guests would be spoiled beyond all measure.
That they would have a memorable and romantic stay.
That all their needs would be taken care of.
.....and that they would be happy and thrilled to pay for it.
End of story!

We both learned a very valuable lesson: People are willing to splurge in order
to receive the best.

When it comes to their happiness, their health, and their pleasure, people
will go to extraordinary lengths to get that which they desire.  To get that
which they want. To receive that which makes them happy. To have that
which they long for.
Money does not become an issue.

Now...I can hear some of you already:

"But you don't understand my situation, Dr. Ogi. All my patients want to use
their insurance and when it runs out, so do they."
OR,
"In my town, no one has money for Chiropractic."
OR,
"I give 'em a huge 70% discount if they sign up for 10 visits, and they still don't."

I am certain you can come up with you own version of some other entertaining ploy...
Lighten up!

Here is the bottom line on this:
People will only come to see you in they perceive you to be the very best.
They will only pay you the fee you ask for if they perceive you to be above
the rest of the doctors in town - if they perceive you to be a healer.
If they perceive you to be the best.

Not second best, not Ok, not average, not just good, and not just excellent!
No.
The best.
Period!

That is what people in your community want.  Are you up for the challenge?

You see....if your patients and people in your community do not see you as
the best, then everything becomes a problem in your office:  All of a sudden
you have money issues, your patients have money issues, they don't have
the time, they are busy, their kids are too busy, etc. If you are experiencing
difficulties with missed appointments, trust issues, if you have a "back door",
people do not sign up with you - they leave after the first visit and not come
back, the answer is simple - they do not see you as the best.....And no
amount of winging, whining, dreaming and hoping will fix this. The answer
is simple - you need to become the very best doctor your community has
ever seen. Ever. And there is no magical ad or marketing campaign that will
rectify this. I know this is difficult to read, but it is the truth and if you look
into your heart you'll know that I'm right!

See... when you are the best, you write your own ticket.

There is no more haggling, there's no more "Let's make a deal", no more
lame sales pitches, you do not need to scare people to have them as patients,
you do not need to "convert ‘em," frighten them, slick them, glitz them, or
annoy them. No!

As bizarre as this may seem, people will actually ask if you could possibly,
sometime, as soon as possible, please, find the time to check their family,
and their friends, etc.

All of a sudden you practice from the perspective that people need you and
notthe other way around - you are not a needy person! You actually start
being the doctor you've always envisioned and imagined being. Not an amazing
marketer. Not a wonderful salesman. Not a wizard of tech and gimmicks. No.
An amazing doctor.  What a concept!
So if you aren't, what are you waiting for?

Enough is enuf! Join with me and let's get you on the playing field - not on the bench!
....And I just happen to know of an amazing Program that will teach you how to do this....

Let's do this!

Warmest wishes to all,
Dr. Ogi Ressel