Hi, I’m Dr. Frank Sovinsky, CEO of DC Mentors and co-author of The E-Myth Chiropractor.

I’ve got a quick math quiz for you don’t think about it too much.  A bat and a ball together cost a $1.10.  The bat is a $1.00 more than the ball, how much does the ball cost?  We could go on and on thinking about that but I want to tell you that 50% of M.I.T. students missed it and 80% of other University students when asked that question missed it.  The answer is five cents.  Think about that later, most people build an answer around $1.00 and they miss the mark.  They missed the mark because the brain is actually kind of lazy, the brain looks at things like the law of least effort, sometimes we do that physically, sometimes mentally.  I’m telling you this because your patients often times have a cognitive depletion,  they are in a stressed state.  You’re asking them to build a logical formula from all the information you’ve dumped on them.  Step back for a moment and remember in Care-tactics which is a term DC Mentors coined over a decade ago for our chiropractic coaching clients, your job is to make the decision process easier.  Understand that it’s not just about the facts, just about the facts, just about the facts.  It’s about relating in a way that they get.

So appreciate that if you’ve missed that quiz or even if you did nail that quiz understand that the patients may make decisions based on their understanding of things past not in this new information that you are giving them.  So take a lot of time to prepare, take time to understand and appreciate exactly where they are and they’ll get the quiz which will change their life, which is the decision to continue with chiropractic care once they’ve begun.  A bat and a ball is the way to play the game in your head and in their mind.