Most business owners think their biggest challenges are marketing and finding the right team members, both of which are integral parts of running a business.
Some blame the economy, competition, location, or rising costs.
But after decades in business and years coaching podiatrists in Australia and around the world, I’ve come to believe the most expensive problem in business is poor communication.
And when I say poor communication, I don’t mean terrible communication, just communication that’s slightly less effective than it could be.
The scary part is that most people never realise it’s happening.
A patient leaves your clinic without proceeding with treatment or booking their next appointment. A potential employee chooses another workplace. A good referrer stops sending you patients for no apparent reason.
None of these situations necessarily happens because the message was wrong. Sometimes they happen because the message wasn’t delivered in a way that connected.
Information Doesn’t Change Behaviour
One of the biggest mistakes professionals make is assuming information alone changes behaviour.
If that were true:
- Every patient would do their exercises.
- Every business owner would have systems.
- Every person would eat healthier.
- Every gym membership would be used.
Knowledge is important, but knowledge without emotional connection rarely leads to action.
People need to see the outcome. They need to picture themselves succeeding. They need confidence and certainty. And often they need someone to help them bridge the gap between where they are and where they want to be.
The Power of Future Thinking
One of the ideas discussed in a recent podcast episode with communication expert Dave Frees was helping people imagine future outcomes.
Think about the difference between these two statements:
“Follow this treatment plan,” versus, “Can you imagine what it will be like when you’re walking pain-free again?”
The second statement changes the focus. Instead of concentrating on the effort required, people start focusing on the reward.
Business owners can use the same principle.
Instead of focusing on the work involved in creating systems, imagine being able to take a three-week holiday without checking your phone every hour.
Instead of focusing on the challenge of hiring, imagine having a team that solves problems before they reach your desk.
The future is often more motivating than the process.
People Need Reasons
One of the most fascinating psychological discoveries is how powerful the word “because” can be. People are more likely to comply with a request when a reason is attached.
It doesn’t need to be complicated; it simply needs context. Patients and employees want to know why when you ask them to do something.
Have you ever heard a child say to their parent, “Why?” Just saying “because” does not work, but saying “because” and then adding a reason satisfies their curiosity.
When people understand the reason behind an action, resistance often decreases. The challenge is that many business owners become so familiar with what they do that they stop explaining the reasons behind it.
They assume everyone sees what they see, but they don’t.
Great Leaders Ask Better Questions
The best communicators I’ve met aren’t necessarily the best talkers. They’re usually the best question-askers.
Instead of rushing to provide answers, they encourage people to think. They explore, listen and become curious.
When people arrive at their own conclusions, those conclusions tend to stick.
Communication Creates Momentum
Many business owners believe progress comes from taking bigger actions. In reality, progress often comes from helping people take the next action.
What is the next simplest, easiest action? What can you do right now to create momentum? What is the most obvious action?
On the podcast with Dave Frees, we talked about someone wanting to get better at golf. The most logical action would be to take lessons; however, before that, you need to book the lesson. But even before that, you need to block out the time on your calendar.
Once that is done, you then pick up the phone and book the lesson. Once momentum starts, bigger changes become easier.
This is true for patients recovering from injury. What is the next simplest, easiest action? Start them here and then move forward.
The same process is used for staff developing new skills, and it’s true for business owners building better businesses.
Final Thoughts
Your technical skills may get people through the door, but your communication skills determine what happens next.
The ability to connect, influence, educate, and inspire action is often the hidden factor behind extraordinary results.
If you’re a business owner looking for an area to improve, don’t just focus on marketing, finance, systems, or technology. Spend some time improving how you communicate. Because when communication improves, almost everything else gets easier.
And that’s an investment that pays dividends for the rest of your career.
Do You Want Help Growing Your Podiatry Business?
As a business coach who works exclusively with podiatrists, I help clinic owners build stronger systems, improve team performance, increase profitability, and create businesses that don’t rely on their involvement in every decision.
Sometimes the biggest breakthroughs don’t come from working harder. They come from seeing things differently and making small changes that have a significant impact.
Whether you’re looking to attract more of the right patients, improve your communication skills, develop your team, or create a business that gives you more freedom, I’d love to help where I can.
Or, if you just want to make more money in podiatry, we can talk about that as well.
But if you’re still not sure about scheduling a time to talk with me, that’s okay. Feel free to keep browsing my website.
You may even want to buy my book: It’s No Secret…There’s Money in Podiatry.