Ditch the Hard Sell: How I Built a Thriving Chiropractic Practice with Honest Care Plans
Creating a WOW experience so I wouldn't have to sell
Back before I started my practice, I knew I wanted to have a different way to market to patients. I hated having to be “a salesman” during every report of findings.
At one place I worked at we were told to “ruin the patient” by going over the X-rays with a somber look, explaining how every finding on the X-ray was a grim and terrible finding. I would then have to present my recommendations for care.
It was always a large care plan and it was high-pressure. I felt that that way of “selling” belonged more in a used car lot than in a chiropractic office.
I vowed to myself that when I opened my own practice I would not do that.
Most of the chiropractic practice management gurus were telling docs to basically do some variation of this method.
So I figured I‘d have to come up with my own ideas to present care.
I decided to read a bunch of business books on how to start and build service businesses. Some of my favorites were:
Selling The Invisible -Harry Beckwith
Guerilla Marketiing -Jay Conrad Levinson
Book Yourself Solid -Michael Port
One of the things that stuck with me from my reading was:
A happy client will tell around 4 people about their experience
An unhappy client will tell 9 people about their experience
And a client that has an exceptional experience will tell literally everyone that will listen!
I had to create an unbelievable experience for my new clients!
I came up with my own script-something that sounded more natural, something that wouldn’t totally focus on symptoms.
I told the chiropractic story, I didn't go all the way back to DD Palmer and I didn’t use the word subluxation. Kept everything at a very basic 5th grade level.
Pointed out some cool things about chiropractic and how this was very, very different from medical care. Kept it short, snappy and positive.
I practiced reading my own script over and over until it came our sounding natural like everyday conversation.
Then once we opened the office. put it into use. The first visit was exam, evaluation and adjustment all in the same day. On the next visit I would give you my recommendation, since everyone gets a personalized care plan. (no 3x week)
My care plans were reasonable, and most people did decide to continue care.
What surprised me is that most of the clients were dreading the “report” because they knew this was where the wallet would take a hit. When there was no hard sell, and the plan was reasonable almost every one signed up.
It IS possible to have a booming practice without having a long, drawn out “financial consultation.”
Could I make more $ per case if I used this method? Absolutely.
My marketing budget is minimal. If I do advertise, it’s for the retail part or the other services we offer.