The Why

It all starts with the Why.

Too often we think about the 'what' in clinics (and all small businesses) - what WE offer and what WE can do. However, when you think about how we buy things our lives are actually rooted in the why; why we do/buy/say the things we do, etc. At the root of every decision we make in life is Why.

What's Why? ;)

Why is the big car we drive because we believe it's a reflection of me. It's the new piece of equipment we had to have for our clinic because it's cool and I want my patients to know I'm progressive. It's the computer that's 50% faster. It's that expensive watch, the supper out...well, you get the picture. The why is what we do to help the world understand who we are, what's important to us, what makes our life better, etc.

Medical and paramedical professionals are especially tempted to get to the 'whats' because its what they've been taught. The 'whats' are problems diagnosed through symptoms. However our 'whats' only concern us as people when they interfere enough with the why's in our life. Our tendons may hurt but if we're not active it make take us years to seek out treatment. However if we play tennis, run, have kids, etc. we'll seek help immediately because it interferes with the why - why we live our lives the way we've chosen to.

Wait you say (well maybe, maybe not - after all it's not like I can hear you through the internet)...what about basic things like eating? The roof over our heads. Yes my dear readers, even basic things like eating come down to a why - expensive food with friends to impress, cheap food because I'm saving for a tv or I see myself as a meat and potatoes kind of guy, good food on a night out because I love exotic tastes. Even our most basic choices come down to the 'whys' not the whats in our lives.

So how do we get past the whats to the 'why's'? First, we ask good questions. Open ended questions that give our customers (patients) time and space to talk. The most amazing thing about people is that when you listen, honestly and intently, they'll talk.

Once they're done? We play it back to them; repeat back what you've heard and make sure you've got it right. Fill out the vague areas with specific details. Make sure you really know the customer's goals - how are they telling you that they'll know when their 'whys' have been met?

Now educate - tell them what you know about how you can help them. Yes, this is sales. And selling is not dirty. If you don't take the time to educate them, to convince them that you have a viable solution to their desire to achieve their goals and get to the heart of their 'whys' then not only have you let them down as a practioner but you've sold your business short. In essence, you've failed both as a health partner and a business owner.

The upside? When you get to the heart of the whys a person becomes truly committed to a decision, to a program of health and care that will help them get better. They'll not only come back, they'll bring their friends and neighbors and co-workers.

If you're just doing the what's they won't be; they will walk away at best half-way better and at worst questioning your ability to help them. Your business will suffer through bad word of mouth and through the expense associated with driving new traffic in to replace those people you're losing.

So, it's your choice. Just treat the 'whats'. Or help the patient with their 'whys'. I know which one I'd recommend.