Finding Hershel Walker
Why practice building courses – won’t help you
By: Dr. Anthony J. Lombardi
The 1988 Dallas Cowboys went 3-13 and were beyond terrible. Their new coach Jimmie Johnson, came in and evaluated the team to find that after going through his roster, there was only one player every other team in the league wanted. The name of that player was their running back – Hershel Walker. Johnson traded Walker to the Minnesota Vikings in exchange for players that would improve their weaknesses. Following this trade, the Cowboys went on to win 3 Super Bowls in 4 years from ‘92-‘95.
The longer I practice – the harder it is to give business practice advice because what works for one person doesn’t work for another. I think it is about time that the raw-truth be written with respect to the reasons why chiropractors struggle in practice.
Lets be frank – practices are businesses. And, chiropractic businesses that fail, do so for one or all of these reasons:
1. Because their product is simply not good enough.
2. Their business problems are a reflection of their personal issues.
3. The chiropractor lacks personality
For instance if your practice is failing and your clinical results stink – then you can always take assessment and treatment courses from those who get great clinical results and by following their mentoring you can then attain outstanding clinical results yourself. This will solve problem # 1.
If you have personal issues, family conflict, or any type of extraneous stressor – no practice building course will help you. You need to seek counselling to help solve your issues or accept the situation you’re in. If you don’t, your
business will never reach its potential. Back in 2012, I interviewed author of Book Yourself Solid, Michael Port. Port stressed the importance of recognizing that in most cases, a perceived business problem is a personal issue in disguise.
If you have no personality, if you’re a boring conversationalist who has problems answering questions about your product, or if you struggle with self promoting your practice – then your battleship is sunk. This is because the older we get – the ability for us to change our personalities becomes impossible due to the decrease in the neural plasticity in our brains. You have heard the saying: “You can’t teach an old dog new tricks”? Well a dog is considered old after about 8 or 9 years. What makes you think that anyone can teach you to learn a new personality after 30 or 40 years?
My point is – the reasons for business failure lie in your intrinsic genetic makeup, your personal lives, and/or your clinical outcomes.
And unless you have a Hershel Walker in your practice, unless you have something everyone else wants – it is extremely unlikely that any type of practice building program can help you build or save your practice.
Dr. Anthony Lombardi has presided over 103,000 patient visits in 14 years of practice at Hamilton Back Clinic.