Maximizing Your Seminar Investment

Investment T HERE ARE A FEW THINGS YOU MUST do before you book your next practice management weekend so that you can maximize the return on your investment (ROI). When you attend a weekend seminar, you're giv­ing up your precious time so that you'll be more knowledgeable on your return than you were on your departure. Be­cause time is our greatest irreplaceable commodity, it stands to reason that a weekend seminar should be viewed as an important investment. Step 1: Think Before committing to any seminar, you should consider what it is that you hope to get out of the weekend. All of us are at different places in our lives, obviously, meaning that needs typically vary from doctor to doctor (and chiropractic assistant to chiropractic assistant). Only after you've identified what you hope to bring back from your weekend and/or identified the areas that you believe are in need of a little boost, can you determine whether or not a seminar is worth your valuable time and hard earned money. Take a good hard look at what the presenter or group is promising to accomplish over a period of one or two days. Ask yourself if the topics to be discussed at the seminar are in sync with your immediate needs. Does it seem feasible that they can honestly fulfill what they are advertising over that period of time? Is the seminar simply a teaser (a small taste of what's in store if you become one of their clients) and, if so, are they giving you a key to a lock box, that once unlocked, reveals yet another box that requires yet another key? If that is the case, are you okay with that? Perhaps the presenter or group plans to narrow in on one area of practice growth? If so, is the subject matter appropriate to what you need, or is it too specific and, therefore, not going to address your current issues? Is one of the goals offered up by the presenter or group fo­cused on fixing you (self-improvement)? If so, then let me ask you, "Do you need fixing?" If the answer is, "YES," then do you feel confident that this can be accomplished within the allotted amount of time? Is this the presenter or group that you believe can work with you in accomplishing this task? Will accomplishing this task require the purchase of supplemental audio programs and books? Is the presenter or group going to be offering up chiropractic philosophy so that you can recharge your "chiropractic batter­ies?" Let me ask you, do your "chiropractic batteries" actually need recharging, or are you fairly confident that what's needed is some solid information that you can actually use to generate changes in your practice? By no means am I judging the offerings of any seminar; rather, I am strongly suggesting that, if you're searching for a glove to fit your hand, you don't want to end up bringing home a boot. Step 2: Think Again A reasonable person cannot deny the importance of taking a step back to consider the goals of the presenter. What kind of relationship is the presenter looking to build with the attendees? Is the presenter or group truly interested in giving you information that can really make a difference upon your return or is the weekend nothing more than a dangling carrot? Again, many presenters or groups offer to be everything to everyone, but it's important to realize that not everyone needs everything. Without a doubt, there are chiropractors looking for inspira­tion, motivation, philosophy, technique, practice building, and more—all rolled up into one big seminar. However, if you are someone who has more focused needs, it really doesn't make much sense to attend a smorgasbord-style event. Another question worth your consideration concerns the pre­senter or group's interests and/or partners. Does a relationship with Presenter X come with an umbilical attachment to other vendors or sponsors? If so, are you okay with that, and do those vendors and/or sponsors fall in line with your practice model? I raise this question because I know many doctors who went away for a weekend of ideas, only to end up returning home feeling even more dissociated with their practice and themselves. Finally, on a personal note, before presenting to a group, I make it perfectly clear as to what the goals of the seminar are, and clearly establish what the attendees will (and will not) see as a return on their investment. The goal is to deliver what was promised so that the attendees don't return home riding on a cushion of smoke. The concerns brought up in this article may seem trivial to some but, considering your rather size­able weekend investment (time, seminar fee, travel, lodging, meals, etc.), it doesn't seem unreasonable to take a step back and just think. Dr. Marc Swerdlick is the president of S Group Inc., a Chicago-based organization that offers marketing strategies and systems to health and wellness professionals, as well as to businesses outside the health and wellness arena. Dr. Swerdlick is presenting his Pre-Sale Strategy Seminar in conjunction with Integrity Strategies LLC. For more information, contact Integrity Strategies hv going to www. integritystrategies.com or by calling 1-608-526-9595. UUSI