1978 Don’t be afraid to say ‘hello’

Editor’s note: Dr. James Parker, known for helping chiropractors become better business persons, emphasized to his seminar attendees the need to reach out into the community to build their practices. This article first appeared in 1978. The outreach technique he describes is still a good one.

While preparing to open my practice in one side of a duplex in Fort Worth many years ago, I made an effort to meet people. I knew that if I met enough people and if they liked me, some would come in for chiropractic care — or at least send others.

One method I used to help me meet people was to buy something from them. At that time, I had a dilapidated Terraplane automobile with a huge gas tank.

I decided to buy gas at various service stations around my neighborhood. That allowed me to meet not just one person, but several with each tankful. In that way I received extra mileage in more ways than one.

I would drive into a gas station, hand the attendant a dollar bill and my card and say something like, “Hello! Would you be so kind as to put a dollar’s worth of gas in this old car quickly? I have an urgent house call to make. I don’t think the gas gauge is working so I don’t know how much gas I have.”

The attendant would hurry to assist me and I would strike up a conversation about being new in town. “What a nice station. How long have you been here? Have you always lived in Fort Worth? Do you like this town?”

While all this was taking place, I tried to get the attendant’s name and wrote it in a special little book I carried for this purpose, as well as the name of the station owner or dealer.

When the dollar’s worth of gas was in the tank, I’d thank the attendant profusely by saying, “I certainly appreciate this service and I’ll get by and fill up one of these days soon. If I can ever be of service (help you out) let me know.” Then I’d hurry away.

Later, I would find the addresses of these contacts in the telephone book and send them a thank-you letter. In this way I placed my name before them a second time.

This technique gave me 30-40 valuable acquaintances, which resulted in many new patients for years to come. I would also go into stores and purchase inexpensive items that we would need in our office: Scotch tape, scissors, envelopes, etc. I went to different stores each time and spoke to different people.

In all of this I learned a great lesson: Don’t be afraid to say hello to strangers.

I started saying hello to everyone I met. I recall one experience vividly. I saw a middle-aged woman standing on the corner one house from my office, waiting for the bus. I walked to the corner to also wait for the bus with her. As I approached, she turned slightly in my direction and I said hello immediately. She answered and smiled kindly as she asked, “Are you the new chiropractor opening there?” (I was still remodeling, and it was obvious.)

“Yes,” I replied. “I’m Dr. Parker. And you are . . . ?” She said, “Oh, I’m Eva Mae Osterson. Everybody knows me around here. I’ve lived here forever! I live just over there; I go to Dr. Paul up the street for my adjustments.”

I commented favorably on her decision to take chiropractic adjustments, made some comment about my car being in the garage and boarded the bus when it arrived. I rode several blocks down the street and as I left said to her, “Very nice meeting you, Mrs. Osterson. I hope we’ll see you again.”

This woman came to me after I opened my office, was x-rayed (for the first time in her life) and was my personal patient for seven years. Out of this one encounter I received at least 50 new patients; the financial rewards were incalculable! And all because I went a little out of my way to say hello.

— Jim Parker, DC
Sept.-Oct. 1978