If you do more than one thing at a time, this happens.
So hey there.
I was doing some client work and one of my clients asked me to tell him what projects I did for him that month and how much time I spent on them. As soon as he asked me that, I fired him.
Yes, I said I… FIRED HIM.
Now enough of that.
Let’s talk about something you may not know, that will help you make more money and produce a better product.
Most people don’t believe it when I tell them it’s super easy to increase their sales IQ.
Oh yeah, their sales IQ.
But first, here’s some interesting data.
I’ll call it the Hidden IQ Killer
Now I know I’m a chiropractor, and you’re possibly already a client of mine, but if you’re going to do business in this cut throat area we call healthcare, you need to be able to find ways you outperform the competition on a daily basis.
So here’s a fact I just learned about.
Harold Paschler is a University of California scientist who studies “dual-task interference.” What’s that?
I’m going to tell you right now.
That’s a fancy way of saying that he researches what happens when people try to do two things at the same time. Yeah I know women, especially women that will tell me, “Yeah I am a multi tasker.
In short, when you try to do that… the results can and usually are devastating.
Your brain is simply incapable of doing that.
Now if you’re a doctor, and I’m sure you are, you have to understand what that means.
As a chiropractic doctor, and someone that understands marketing, not just putting out some crazy looking AD, you have to get this and internalize it.
When people say they do this they furiously try to jump back and forth between things, trying to remember and think concurrently.
But instead of that happening, and them making it all happen nicely, what you end up doing is you end up paying less attention to each task.
Does that make sense?
Paschler’s study showed that dual task interference can cause a person’s intellectual capacity to drop from that of a Harvard MBA (which I would never want that anyway) to an 8-year old trying to multitask.
Here’s what that formula ends up looking like.
Multitasking = Bad
As humans, and as chiropractors we’re simply not equipped to multitask. No one else is either.
So what’s the thing to do?
Focus on just one thing at a time.
Let’s take a common sales example that you might be able to understand at this point since you now know you shouldn’t multitask: How about talking to a prospective patient. In fact, let’s say this could REALLY be a good opportunity for you.
How much time do you spend prepping for the conversation?
Do you know how you’ll start out the conversation – and what you’ll say in the first 5 minutes?
Do you write out the questions you want to ask – and the best sequence for those questions to work to your advantage when you’re trying to build a rapport with someone so they’ll actually find value in what you’re telling them and trying to share with them about chiropractic and their healthcare?
Have you thought about what you’d suggest as the next logical step so your conversation is smooth, with no gaps?
If you’re like most doctors, you haven’t done all this. You might even be one of those doctors that thinks they don’t need a script, and that you should just fly by the seat of your pants. You figure you’re pretty glib, or you’re getting by and none of this matters.
And, besides, every prospect is different so you’re going to go with the flow. Now be truthful doctor. Have you ever done anything like that before?
Ouch! If you have that’s what I’d call a… Big mistake.
Now you’re caught in the “dual task interference” trap.
And the worst part is that you’re a chiropractor, and a marketing doctor, but when it’s all said and done, it’s a Trap!
When you’re backed into a corner by a prospect, what do you do? Do you feel like you’re in a bit of a panicked mode, trying to think about what you’ll say or do next.
Then, when your prospect is talking, you miss all sorts of invaluable information.
Then what Doctor?
Here’s what something like that leads to. It leads to you having what I call… muddled thinking.
You have fewer relevant ideas or insights to share.
Your strategies in talking to the patient… get lamer.
You’re actually dumber.
Now you’re thinking like an 8-year old instead of the smart doctor and chiropractor you are.
Don’t do this to yourself.
Prep for these conversations ahead of time, so when you’re actually talking, you’re at full strength and that way you won’t miss a beat, even if the patient is a difficult patient, and just doesn’t know what they want.
Yes, I have to be honest with you. It does takes longer to do, especially if you’re doing a consultation, but the results are so much better. I guarantee it! Multi-tasking is something you should forget about doing, especially right before you meet a new patient and do a consult.
If you’re not closing close to 95% of your prospects, you’re doing something wrong, and/or you may have the wrong message, going to the wrong market… and therefore you’re not getting the right prospects to pick up the phone and call your office.
Before you see another new patient, you might want to think about what you’ve just read here.
It could make a big difference in your bank account.