The Trust Formula

Hey, everyone, it's Chris. Really quick tip today. I wanted to show you the formula for trust. So I actually heard this from John Morrison, who's a marketer, specializes marketing for chiropractors over in the States. I think it's a really cool formula, and I wanted to share this with you because it's really, really simple, but it can help you really identify the specific things you need to be doing to earn your patients trust so that they stick with the plan, they get the best results, and you get more reviews and outcomes and referrals, and everybody's a winner. So he stated this really, really nicely. He said the formula for trust, trust equals empathy plus authority. If you have empathy with your patient and you demonstrate that you're an authority, that you're an expert, those are the people that they will trust. So empathy, basically, as he put it, proves you're not a jerk. So empathy means you care about this person. You. You're interested in them, you want to help them as best you can. If you don't do that and you're just an authority, then you're arrogant. Then, oh, yeah, he knows all this stuff, but he didn't care about me. He's only in it for himself. You know, he was being really arrogant and put me off and didn't seem to care. If that happens, you won't get trust. But equally, you do need that authority. Because if you're just empathic, but you don't have expertise and you can't demonstrate that confidently to the patient, that then you're just a nice person. And a nice person, yeah, that's great. They want to help, but I don't really trust they know how to do it. So this is something that's really, really key. If you're going to build trust with your patients. Just think of the trust formula, empathy plus authority. So empathy, you need to really show that you understand the patient. Empathy is not about being nice, liking your patients, you know, feeling their feelings. None of that is empathy. Empathy is your ability to understand the world from their point of view and communicate it back to them. If you don't communicate it back, they don't know that you empathize. So it's really about understanding this person. We have to be really good at listening. Then the authority is how to confidently explain what you expect is going on, what you expect is going to happen, the plan. That's where you bring all your expertise, and that's where most choreopractors really focus, because that's where we get to talk that's the bit where we then talk. But the empathy has to come first, because they will come into the relationship expecting a little bit of authority, maybe some, maybe less. But they'll have seen, probably online, that you are at least qualified as a chiropractor. They'll think you know something. They have no idea if you have any empathy or not. They have no idea if you're a nice guy. And to really demonstrate authority, well, we have to base that on having listened to them. So that that's the trust formula, empathy. Really listen, really understand. Show them how well you've understood. And then authority, confidently explaining, with your expertise, explaining things simply as well, you don't really understand something well until you can explain it simply. If your explanations are complicated, patients aren't going to get them. And it doesn't seem like you really know what you're talking about in the same way. So give this a try. If you're struggling to build trust with your patients, think of that formula, Empathy plus or authority. Any questions on that? You want any help with that? Just shoot me a message. Get in touch. Take care, guys.