A Maverick ‘Chiropractor’ with a killer case study…
I am so impressed with my new chiropractor’s sales process that I just had to tell you about it.
As I go through his process… be thinking about how you might be able to apply something like this to your business.
First of all, we were a ‘word of mouth referral’, always a good sign.
He doesn’t do any other marketing right now.
His practice is less than a year old in the Austin area, but he was in business for years prior out west…
When you come in for the first time you go with whoever else is also new there into a room where you watch a 15 minute video on what chiropractic is all about.
Basically, this video positions the risk of ’subluxations’, or spinal misalignment, and shows statistics about the number of deaths each year to ailments related to having this condition.
It’s really well done… friendly and full of examples.
Then, the video goes on to show what the top killers are in the US and basically leaves you with the idea that conventional drugs and surgery medicine is actually one of the top killers.
I’m not here to argue the case for him… so I won’t go into the stats… but let’s just say that the video is compelling and makes you pay attention.
Oh, and it also says that 94% of serious health problems related to subluxation are not ‘painful’, so even if you feel ‘fine’, you could be falling apart.
Not bad… keep in mind, this guy is sincere and there is no hype or BS in the presentation.
All the stats are ‘third party’, so he didn’t make them up.
Then, your Xrays are taken and when you get to see your own spine compared to the video of unhealthy spines, you get real motivated to fix what’s wrong with you.
After all, you don’t want to let your condition become too far gone to fix, right?
At this point, you find out about the easy payment plan where you get two people in the family for ‘buy one, get next one half price’ deal.
Any additional members of the family are free if you start within 15 days.
Of course, there are easy pay plans… and you can save money by prepaying (though insurance is also accepted).
Nicely done…
Let’s look at what happens to your average prospect.
You see a video that proves to you that chiropractic is the one choice for overall health.
You start to believe that it is very foolish to ignore this treatment because even if you feel fine, you’re probably not and you just can’t feel it.
Then, you see personal proof of your own spine… and when you hear what’s up with you, all the bad stuff you saw in the video pops in your mind.
You’re sold.
Then, the money side of things is made easy… seems like a bargain.
Wham… you’re spending a few grand for a year of treatment and it’s implied you’d be a crazy person if you ever stop going altogether.
Talk about ‘continuity program’!
But, the family deal is only good for 15 days… so you are wise to ‘invest’ now.
Oh…
Effective use of stories and case studies back up the process…
If you’re a student of copy-writing, you recognize the formula used here is ‘problem, agitate the problem, and then offer a solution.
Remember that…
- Problem
- Agitate
- Solve
Personally, I’ve been impressed with this doc and how he goes about the adjustments.
I knew many of the stats he quoted, and I don’t disagree, but I did notice the power of the delivery and order of events in the ’sales’ process.
This strategy is a whole lot more effective because it is chock full of third party proof.
Very clever in deed.
You can imagine what I said when I looked at his website and email process… lol.
I saw a whole lot to ‘adjust’
Problem, agitate, solve. Right back at ya my friend.
Looks like he might become a client of mine 
Bonus? My rates are much higher than his.
Why? Done right, marketing is a higher paid skill than just about any other.
Marketing and sales is what brings in the money… as this doc knows perfectly well.
Anyway, my point is, this is a doc who knows how to sell, and he’s got a great ‘product’ so I’m glad he does.
No one would be served if he wussed out and didn’t clearly show the problems, the proof, and his solution.
We’ve seen chiro’s for years off and on… but he’s the first one who knew how to sell ‘consistent care’ and get me to stick around.
Now he’ll get my money and the others before him won’t.I’m grateful to have met this Maverick doc… and glad to pass on the case study to you.
Ask yourself, how can you clearly prove to your prospect that they have a problem that you can solve?
Does your sales process (on your site or offline) lead logically (and emotionally) from intro to close in a smooth progression?
If it doesn’t, better start making ‘adjustments’ until it does
All the best,
- Craig
P.S. Still getting a lot of folks who couldn’t get my link to check out Stephen Pierce’s ‘mental turbo boost’ CD…
His CD is just the ticket to ‘adjust’ your head to operate at peak performance, so go take a look.
September 13th, 2006 at 4:06 pm
Hi Craig,
A great example of using marketing to improve people’s lives, beyond ‘make money’ marketing.
I just wanted to say that I wondered if he was a student of Dan Kennedy’s - as I have recently listened to some of his audio CDs and he seems to have consulted with chiropractors a lot. Maybe he has learned some of the techniques from one of Dan Kennedy’s students.
The issue of ‘problem, agitate, solve’ is critical in health care.
When most people hear their blood pressure is up, they don’t care, or want to take pills (or diet, or exercise, etc.), so that doctor has to use some sales copy - problem, agitate, solve. Good doctors, I find, do this naturally. Of course most would feel quite uncomfortable with the idea that they are selling - but they are.
Thanks for a great post.
Kenny
September 13th, 2006 at 4:25 pm
I was curious why you didn’t include your chirporactor’s link?
September 13th, 2006 at 7:17 pm
Hey Kenny, thanks for the feedback… you make a good point, many professionals feel uncomfortable selling. That was in part my inspiration for the post… ask how you can incorporate these principles into your business.
Oh, and Tom, thanks for asking. I came home from the appointment and just did my post… for privacy reasons, I don’t want to reveal his business or website without his permission.
-Craig
September 13th, 2006 at 7:17 pm
Looks like this Doctor has the right bedside manner that most don’t (my area anyways). Thanks for everything. I look forward to reading your posts everyday.
Yves R Desrosiers
September 13th, 2006 at 8:07 pm
My new chiropracator(2 months ago) does exactly the same delivery. He is part of the intro video and shows concern in person. AND there are bi-monthly workshops that he presents. Hands out a workbook with a page at the end for more referrals.
ALWAYS looking for the next one.
September 14th, 2006 at 4:06 am
This Chiropractor is in fact smarter than you think. His marketing is indeed excellent but as marketers you see the sales pitch but subconsciously therapy began as soon as you started watching the video.
When you visit your family doctor, you expect a certain level of excellence. This therapy is however flawed and only a few use it. A rheumatologist or orthopaedic consultant will not need to do any promotion. His treatment is based on years of testing, testing, testing. A Chiropractor needs sales technique.
By the time you get to the treatment, you will be funnelled into believing that this is the only treatment for you. If this is the case then you are hooked just like you guys do in your marketing.
Rememder Napoloen Hill and what the mind can concieve and believe and all that. For the treatment to reach your expectation, the placebo effect must kick in.
This is indeed excellent marketing.
September 14th, 2006 at 8:28 am
I help natural health professionals market themselves and the process you suggest is quite good.
Chiropractors are often better marketers than other natural health professionals - probably because the modality is more widely accepted as having value and the influence of marketers like Dan Kennedy.
I’d be interested to know how he follows up with you after each session.
And how he asks for referrals beyond the “two in the family deal”.
I’ve said to many natural health professionals - you get eaten alive in the market place because you’ve forgotten that it’s just that - a marketplace.
Kindest regards,
Andrew Cavanagh
September 21st, 2006 at 3:04 am
I no this is a marketing blog but if anyone know about how well this chiropractor does with his trade you can give him a rating at http://www.rateyourchiropractors.com - if may help someone out that is looking for a chiro in the Austin area.