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We are going to keep rolling with my Jordan Belfort Kick.  If you do not know who is he then please read my blog “ How to Convert More Sales in Less Time .”  Let’s begin on a positive note.  Here are some things you should be doing if you want to close more patients and have them stick around longer for care and pay you more money. You’re Sharp as a Tack: when you talk to the patient on the phone or when they walk through your office door, you need to act like someone who can help that potential patient fulfill their needs and solve their problems. Enthusiastic as Hell: you have to sound upbeat, positive and full of energy.  If you wanted to have a terrible bedside manner you would have been an MD right? An Expert in Your Field: it’s been ingrained in us our whole lives to trust and believe those in power and authority. During your sales process, you have to show them you know what you are talking about. Tonality: there are almost 30 different tonalities we as humans use all the time in our conversations. Here are few that can really make a difference: “absolute certainty,” “the reasonable man” and “sincerity.” I would recommend either his program to learn more about them or a NLP program that focuses on tonality.   Here are a few ideas of what you shouldn’t be doing: Don’t say dumb things! I love this one, but sometimes the urge is overwhelming. Try and control your urges, stick to the plan & close some patients for life. Screwing up the First 4 Seconds: you only have 4 seconds in the beginning of an interaction to demonstrate that you are “sharp as a tack,” “enthusiastic as hell” and “an expert in your field.” Even if you're tired, crabby and didn’t sleep well the night before, it’s still a better idea to slap a smile on your face and get to it in those first 4 seconds. Otherwise you may lose the patient right away, or the rest of the sales process will be even more arduous. Not Weeding out the People who aren’t a right fit for your practice: I will give you a great example. I stopped accepting insurance about a year into when I first opened my practice.  I could not wrap my mind around not getting paid for 3-4 months on top of fighting for the money from insurance companies. Subsequently, when a new patient calls in and they ask about insurance and my standard flat fees, I tell them.  I do not want an insurance based practice.  Why would have someone who insists on using their insurance even walk through the door? Don’t waste your time on people who don’t want or need your service, shouldn’t be buying it (because it’s not a good fit for them) and/or can’t afford it Some People are Never Going to Buy: some people are just not closable for what you selling. The only time it becomes an issue if you don’t close them and then the potential patient goes down the street and pays out of pocket for a different chiropractic service.  Then there might be a glitch in your process.   For more info on the “Straight Line Persuasion” system by JB check out: Kassandra Schultz D.C.
I have done quite a bit of sales training over the years and one of my absolute favorite sales guys is Jordan Belfort. I will be the first to say, JB is a unique individual. If you are easily offended by colorful language then he probably isn’t the guy for you.  Depending on if you are a movie buff or how much you remember news stories it’s possible JB’s name might ring a bell for a different reason. His story was depicted in the movie “Wolf of Wallstreet” and his character was played by Leonardo DiCaprio. The movie was about the penny stock company he grew illegally into a billion dollar empire until the US Federal Government shut it down and sent him to jail for a couple of years. What does all of this have to do with selling?  JB is a master of teaching anyone how to sell.  Since his prison stint, he now only uses his skills for good.  I have never seen a selling program that is as simple and easy to follow as his “Straight Line Persuasion System”.   I’m going to commandeer a few ideas from JB’s “Straight Line Persuasion System”. After you read this, I highly recommend checking out his program.  Here we go: The goal is to take a customer/patient from start to close as fast as possible.  The shortest distance between any two points is a straight line.  As the salesperson, you want to keep the person in front of you on the right track.  If the conversation veers from where you want it to go, then you redirect the conversation back to the straight line. Develop rapport with the customer Asking specific questions to gather intelligence and the customers needs Controlling the sale by keeping it on the straight line.   I loved the point he makes about developing rapport with your customer. The rapport should not be talking about golf, sunshine, kittens and rainbows in the beginning it needs to be a meaningful conversation showing that you care about them and their needs. Talking about bike riding in the first, 5 minutes of the conversation will not help them understand how fixing a subluxation will contribute to their overall quality of health or life.   Part of the questions to ask will be done during the history and exam but especially if you are selling a significant amount of chiropractic care upfront you may need to go a step farther with how their lives will become better or worse if they don’t signup to receive treatment from you.   When the patient sitting in front of you, starts talking about random things or getting off topic from the specific questions you asked, then it’s your job to redirect them back to where you were going with the conversation. It’s your job as the salesperson to keep the conversation going in the direction you want it go, and not let them get distracted or get off topic.   It’s sounds simple enough but it takes practice, body language, tonality and possibly even a script to help keep the process moving in a relatively straight line.    For more information on Jordan Belfort’s “Straight Line Persuasion System” check out   Kassandra Schultz D.C.
Search engine optimization…is it just me or are there really some down sides to owning your own business? I’m not saying SEO’s are bad but to me there are so many more interesting and exciting things to do as a business owner.  But hey, in the age of technology, speed of information and the majority of research and shopping is done online, I guess I better put SEO’s at the top of my to-do list.   If you are a little lack luster about SEO’s like I am, keep reading to find out why they are super important and will help grow your chiropractic office.   SEO really works… google alone is processing over 3.5 billion requests everyday!! Thats almost unfathomable. The cold, hard truth is the higher up on Google your website appears the more likely someone is to click on it. Really when was the last time you went to page 20, let alone page 2 of a google search? Um…I’m gonna guess probably never.   Cell Phones/Tablets=Bigger Opportunities for Small Business Owners… have you ever been walking down the street or driving around in a new town and decide you would like some coffee, pizza or ice cream? The first thing you do is go on your phone, type in “Coffee shops near me” and google brings up a list of surrounding coffee shops. This is the opportunity for a small business to up their google SEO so their shop appears before Starbucks.   Those on top Win… consumers give more credibility to websites listed at the top of the google search. Part of the reason is, your website probably has relevant information or content to the search.  Just like with anything, the more relevant you are the more people want to know you and use your services.   Organic Searches… this idea also ties back into “those on top win.” When a consumer does a google search, they generally look past the paid advertisement and click on one of the top websites that google brought up. Organic searches are leading in web traffic at 51% compared to 10% from a paid search, 5% from social and 34% coming from other source (BrightEdge).   Better ROI… think about…if most searches now are organic (non-paid) that means more money in the pockets of the small business owner. Organic searches which result in a lead opt-in will also reduce the cost of lead generation which again means a better return on investment.   SEO is Measurable… if you like this kind of stuff you can totally geek out over it. There are a bunch of numbers that can be tracked.  Google analytics is a good place to start with trying to sort through all the data. You can see all kinds of cool stuff like learning about your audience, traffic sources and viewed content/ most clicked pages, etc.   SEO and Voice Searches… ”Siri search for chiropractors in my area”… now with consumers using voice searches at least 50% of the time it’s good to have your website optimized so that it will still pop up at the top of google.   Kassandra Schultz D.C
I know as business owners, our frustrations can be endless.  Payroll, rent, advertising, taxes, customer fulfillment, patient complaints and employee drama just to name a few…but what happens if you have a rockstar employee or associate? What if your associate or front desk staff are really bringing the magic with patient satisfaction? What if the clinic hits the financial goals for the month? What would be some simple, yet thoughtful ways to really say thank you to a kick butt employee?   Lunch with the Boss: nothing says camaraderie like breaking bread with someone. Let them choose the restaurant.  As you are out to lunch, try and keep the conversation to a minimum about work stuff.  Use it as an opportunity to get to know them better, build some good rapport (you might need it later) and it also allows you as the boss to become more human to them.  Depending on finances consider dinner with some drinks.  Team Shopping Spree: this one is very much dependent on hitting financial goals/numbers. Let’s say you have 3 employees.  The gross goal for the clinic for the month is 30k. Each employee would get 3 hours, $300 to spend at the mall.  Afterwards everyone could get a snack, grab a glass of wine or maybe even dinner to conclude the day. CEO for the Day: they get to be the boss for the day. Let them choose something like a jeans day or a potluck.  (For added fun for you, let them field the complaints and write the checks..just kidding).   Need some more simple ideas? Keep on reading… Public Recognition… if a particular employee has been doing something really well don’t be afraid to acknowledge their good work in front of the other team members. Thank You Meeting: call them into your office to tell them specifically what they are doing well and thank them for their hard work. Certificate of Achievement: create and hand out a certificate for a specific achievement. Impromptu Time Off: send a text or an email that says come in late or go home early tomorrow. “Its a beautiful afternoon go enjoy it or “snow day!”…this one will be greatly appreciated and maybe helpful in the future if there is a day when they have to come in early or leave late. Coffee, donuts, on my!…. learn what their favorite breakfast treat is and bring them in one day. It always goes over well when I am on my way and I send everyone a text saying “what do you want from Starbucks?” Recognition Bulletin Board… hang up achievements, accomplishments, milestones, etc. Gold stars aren’t just reserved for kids. Indoor Food Truck… when it’s hot out you can walk around the office passing out Klondike bars and lemonade. When it’s cold out make a chili, coffee, hot chocolate cart (or some kind of hot food cart). Kassandra Schultz D.C.
I think for many, many years chiropractic was the butt of a lot of jokes.  I even remember a couple TV shows where the chiropractor was the dumb one because he wasn’t smart enough to be a “real” doctor.  Or the other side is, we are depicted as super neurotic, health nuts who take supplements by the handful (oh no I do, do that lol).   Hey why not have a little fun with our profession and sometimes kooky ways??   Here are some popular and light-hearted chiropractic jokes….   I never believed that chiropractors could solve my back problems…. 2 weeks later I stand corrected.   What do you call a chiropractor that loves his job?… a crack addict   Anyone need some old copies of Chiropractor Monthly?… I have a lot of back issues.   “But Quasimodo, what makes you think you need to see a chiropractor?” “Oh it’s just a hunch…”   Why was the chiropractor a good interrogator? He always got the suspect to crack   I broke up with my chiropractic girlfriend. She was too manipulative   My chiropractor is serious as hell. But he still cracks me up   How many chiropractors does it take to change a light bulb? Just one but it will take about 8-10 visits   What do you call two chiropractors who’ve got each others back? Vertebros   Why did the chiropractor go bankrupt? He owed too much in back taxes   What’s your favorite chiropractic joke?    Kassandra Schultz D.C
Bad reviews on social media, talk about a sticky situation.  For a business, good reviews are like gold.  Customers are actively looking at Facebook, Instagram, Google, etc to tell them if a business is worth their time, energy and money.  I know personally I have researched all kinds of businesses from restaurants, travel/tourism, doctors, rehab facilities, etc to see who gets high marks and who falls short.   Before we delve into how to respond, just remember everyone has an opinion (for good or for bad). You could have impeccable customer service, have done everything right and a customer/patient can still get angry. I do believe not every person out there will be a good patron for your business.  I try and remember that when the occasional negative review gets posted.  Sometimes it is our fault as a business and we need to do better, sometimes they were mad because we wanted them to pay the monies owed to us and sometimes it’s for attention.  Regardless of the reason, here are some ways to help navigate a bad review on social media.   Get your head out of the sand… if you read nothing else from this blog this is the biggest point of all. You absolutely, 100% cannot ignore it. You have to respond.  I even think a bad response is better than no response.  As a business owner if you do not respond, it shows you don’t care about your customers. Even if the review is totally unfounded, you still have to respond. Keep it together… let’s say a particular review has absolutely no merit to it and you know deep down this customer/patient is just trying to mess with your business, get out of paying you money, being vindictive, etc you cannot let that show through in your response. If you get emotional, it’s going to create a war with the person who wrote the review and then everyone else and their mother will be able to see it.  Responses need to be well thought out and not reactive.  Be the Bigger Person… no matter the reason for the negative review you are going to have to apologize. It might physically pain you, but it has to be done.  Think about how it looks to a brand new, potential client/patient. If they know nothing about you, have never met you in person before, they will judge you based on your response (because it’s all they have to go off of). Showing sympathy, apologizing and offering to make it right shows a new client that even if you do screw up you appear to be a nice person and are willing to fix it. Get off social media… as quickly as you can try and get that conversation to move offline. Offer them your email, phone number or a private message anything that stops the flow of that conversation.  Send a carrier pigeon if you have to!  You never know what someone might say, it’s best not to find out in public. Get some good reviews… it’s not suggested to hide or take down the negative review. Once you have responded to the negative review, see if the customer will alter or take the review down.  I have had that happen before.  I negotiated with the terrorist and she took the review down.  In case they won’t, go seek out five awesome patients and have them write you reviews.  Those five reviews will go on top of the bad review and will start to push it down so it’s not the first one seen when someone visits your page.   A couple months back, we had a received a negative review.  This was a member at one of my kickboxing gyms.  I had responded as politely as I could, apologized for her experience, offered to make it right and put my personal phone number in my response.  Was her complaint reasonable? No she wanted her money back for classes she had already taken.  I made it right in her mind and she took the review down.  To me, it was worth the refund to get the negative review off the FB business page.  Here was my response:   “Hi __________ We’re sorry to hear about your experience. We’re usually known for our exceptional customer service and we regret that we didn’t live up to those expectations here. If you are open to discussing this further please call us as at (my phone number) and ask to speak with Kassandra one of our owners.  She is also a chiropractor & has almost seven years experience with treating kickboxers.  She would love the opportunity to discuss where went wrong and how we can make it right. We’d greatly appreciate the opportunity to make things right and work towards earning back your business. “   Feel free to use my response as a template.  Good luck!
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