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in the office. You know, having the doctor, like I mentioned, explaining their vision, their mission, their core values. Then taking those core values and understanding how to bring it in on a patient relationship basis. Before we can communicate, we always need to connect. I like to talk about a rich connection because it's ... The R is for respect. We always want to ... that's one of our core values and I think it is in pretty much every chiropractic office. We're respecting the patient not only as the individual that they are but also respecting their time. That can be a huge issue when you don't respect someone's time. Obviously, unnecessary waits, as you know, leads to unhappy clients, which is obviously not our goal. The "I' is for integrity which is, obviously, simply being truthful with yourself. Being [inaudible 00:10:08] what you know, what you say, what you do ... where everything's moving in the same direction. Obviously, another critical point in a chiropractic office. The "C" is for caring because that old adage is true. They don't care how much you know until they know how much you care. The "H" is for honesty, being truthful with your clients and your team members, even when you make a mistake. When it comes to patients, making sure they're really clear, and you're upfront about the recommendations, about fees, about procedures. All of that, you have to understand the why, the big picture, before you can talk about how to speak ... ... let me ask you a question. When you're teaching this to the doctor's and the CA's, how do you focus on the doctor themselves? They're the ones hiring the staff and they’re the ones ultimately training them unless their wise enough to sign on a program like yours that can give them ongoing training, but a lot of the doctors are going to do this training themselves. How do you communicate this to the doctor to get them to understand what they need to do? Right. Exactly. That is often a disconnect in our profession where we have a seminar ... we put the doctor's in one room and the CA's in the other and then say okay, work together as a team. Case in point, when I ask CA's how do you explain chiropractic, what is your elevator talk when you're in the community or when you're at party or at a restaurant, what do you explain that you do in your office. I get the deer in the headlights look. Obviously, we got a problem. The doctor, first of all, staring out and identifying his or her own practice vision, mission. Helping the CA's craft a mission, so that every morning during your Kim ... Yeah?

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