It’s entirely possible that (right now) someone doesn’t trust you and it has NOTHING to do with you. That’s because trust can be transferred.
For example, I don’t trust lawyers. I’ve worked with lawyers while in practice. I’ve worked with lawyers while going through a divorce. I haven’t seen anything that makes me believe lawyers can or should be trusted.
So any time I meet a lawyer that lack of trust gets transferred to them. Essentially, they have to pay a trust tax. I realize that’s not fair, but since when is life fair?
Unfortunately for chiropractors, we fall into a similar category as lawyers, used-car salesmen, and politicians…people (as a whole) don’t trust us. So if you are a chiropractor, you are paying a trust tax that has nothing to do with anything you’ve done. Of course, you can make things worse by doing untrustworthy things. But even if you do everything right…you start with a trust deficit.
The chiropractic profession likes to explain away why people don’t trust us. The mean medical doctors are saying bad things about us and undermining our authority. Big pharma is tricking people into believing that anyone who doesn’t prescribe meds isn’t a real doctor. Maybe people are just ignorant and they don’t get chiropractic. Whatever it is, the fact that people don’t trust chiropractors isn’t our fault…right?
Trust is earned. Yes, a lack of trust may be unfairly transferred to you individually. But the lack of trust that people have for chiropractors as a whole was earned. It’s the result of many years of chiropractors being untrustworthy.
But don’t worry. I’m not going to leave you with a cloud of despair hanging over your head. It’s important to acknowledge the lack of trust for chiropractors, so you can act accordingly. Here’s what you do.
Anyone who works in an industry where there is a natural lack of trust (That’s us, chiropractors!) needs to create an individual reputation that far exceeds the industry reputation. Your brand/reputation should be one of MASSIVE trust. You should go out of your way to be the most trustworthy person in your town.
This is one of the reasons I get so frustrated when I hear chiropractic coaches and mentors advising chiropractors to do things that are…let’s just say…questionable. As a chiropractor, your marketing tactics, care recommendations, insurance usage, office policies, scripts, and EVERYTHING ELSE you do should be BEYOND REPROACH. You should be the Mother Teresa of chiropractors.
Being trustworthy is a difficult thing to fake. I wouldn’t recommend trying it. If people find out you aren’t being genuine, you would have been better off having been a slimeball and everyone knowing you were a slimeball.
So I want to challenge you to take a hard look at your practice. Look at your marketing. Look at your business systems. Are you being trustworthy? If I revealed to the world everything you are doing and why, would your practice grow or would it be destroyed?
Every chiropractor starts in a trust deficit. I wish it wasn’t that way, but it is. The question is, what are you doing about it? Are you practicing in a way that will have you reaping the benefits of high trust, or are you content with paying the trust tax that comes from doing things the way they have often been done? You decide.
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