Interview with Heidi Farrell: A Day in the Life of a POWER CA

H eidi Farrell is a master when it comes to communicating 'LIFE' principles for success! Her knowl­edge and expertise as a consultant has helped people, businesses and teams around the country create the success and happiness they deserve. Heidi is an internationally known speaker in the United States, Canada, Mexico and Australia. She is CEO and founder of Chiro Advance Services, a personalized management company that helps chi­ropractic teams' advance toward their vision of success by helping them apply the principals of a subluxation, family-focused, and predominantly cash-based practice...founded entirely on a philoso­phy of wellness. What is a POWER CA? Heidi Farrell: A power CA is someone who has an attitude of attraction. They have confidence and assertive energy. They realize that in order to be great they have to work hard at it. They must prac- tice their scripts, train on their own as well as with their team. They must be a leader to their practice's members as well as their doctor and fellow CAs. They must stand up, see the task at hand, and get the job done. They don't complain— they take action. If they have a problem, they come with a solution. They do whatever it takes to change people's lives, including their own. What makes a CA Powerful vs. just average? HF: I think "attitude" makes an average CA a pow­erful CA. Is your attitude attracting? Is it positive? Do you see the glass as half full? Are you negative, upset, frustrated, feeling like you don't get what you deserve? Do you have a vision? A mission? Yes, as CAs we have to have our own purpose and vision. If you do not, you will remain average. How can a CA create and lead the team to achieve greater results for the office? HF: You train! And then you train again and again and again. Greater results come from greater effort! And it must be a team effort—it's not one person on a baseball team that does all the work. They all work together to win the game. Show up early and prepare ahead of time so that you can play the game to its fullest ex­tent. Have an attitude to serve and change lives. Every mem­ber of the practice who walks in the door is a miracle—treat them that way. How can a CA manage more when feeling over­whelmed already in an office? HF: By getting organized. Do you have a task list? Do you plan daily and weekly for your tasks? As a CA, we have many tasks. They all need to be done within the time you have, so it can be challenging. Are you trying to do everything "anytime" you can fit it in? Trying just to get it done? You must learn to manage yourself in relation to time versus rela­tion to the task. Make sure you have a plan for your marketing and education, and that way you won't be as overwhelmed. Every office needs to be doing something to attract and educate its members (new and existing). When you are not sure what to do, it will never get done. No plan is a plan to fail. What's your plan? Script or not to script...? HF: Which is the answer for success as a CA? Script­ing is a necessary part of being a successful CA. It's a necessary part of being a successful doctor and team. You have got to know what to say and how to say it because communication is key to getting results. "What to say when..." is one of the most important practice tools you could master. When you do not have scripting mastered, it has to come from your head and that's a "thinking energy" versus one coming from your heart, or a "passion energy." You must learn it and make it your own, so that you can communicate from your heart! That's where true results come from! What is the marketing role of a CA? HF: To prep, manage, and control the marketing calendar. To make sure that the internal promo­tions are prepared and brought forward to the team to initiate in a timely manner. To make sure that external events are happening and occurring on a regular basis. The marketing CA stimulates the energy of the team to get results, to create leads, referrals, and action that creates growth. In today's world, they must also manage all social networks, like Facebook, Twitter, and YouTube and more for the biggest marketing results possible. What do you think a typical day in the office should look like? HF: You show up at the office early, about 15 to 30 minutes early, both you and the doctor or team, so that you can prepare mentally and physically for what you can do today to change lives. Ten minutes prior to your patient time, you do a team huddle. You motivate each other. You plan for the day's results so you are all on the same page, united. If you have no new patients scheduled, you create them! You determine who you will ask for a referral, testimo­nial, or Google review. You make apian! Then review the schedule, feel the energy from the patients you are ready to serve, and end with a positive affirma­tion, statement, or quote! It preps you all for unity, action, and results. Heidi can be reached through CAS' website: www.chiroadvance.com