Using The Telephone To Increase Your USP
I just finished another consulting call over the phone. Then it suddenly dawned on me. I have a few (and only a few) talents. One of them is being able to articulate ideas to increase the practices of other chiropractors.

When I give advice over the phone, everyone feels like they got a lot out of it.

In essence I’m an information marketer. That’s good to understand, but you may be underutilizing other assets and talents that you have. You are in fact an information marketer to your practice members.

I’ll use myself as an example.

When you are asking someone who may not know you to spend money on one of your services, it’s entirely possible that people will be very uncomfortable giving someone over $100 they don’t
even know.

Why not make it easier for them? Why not give people a number to call you if they have any questions?

We have a pediatrician in town who every morning has call up hour. Parents can call and talk directly to the doctor with any questions they may have.

Depending on how big your business is and how much time you have to spend over the phone, the number you pick will be different.

In my case I feel it would be worthwhile to spend a few minutes on the phone with a doctor to help them make a $100 decision on whether to buy my services or not.

If someone is interested in POSSIBLY ordering my services that costs more than $100, I’m
going to e-mail them to have them call me if they aren’t sure (translation: sold).

If and when you institute a similar policy in your business you’ll have to decide what that price point will be for you. Perhaps patients who have signed for a 6 month or one year program of care get the opportunity to speak with you on the phone with any questions they may have. (Limit these to health questions, financial questions are handled during normal business hours)

You’re probably wondering why I was willing to go as low as $100. Is it worth my time to do it? Well, probably not if it were JUST to make a sale..

However, it IS worth it because of the insights and information that I pick up by speaking to people over the phone. I get to do some research as well as selling.

As the web allows your practice members and prospective patients to e-mail you with questions adding the phone as part of your sales process makes sense. It adds a human element to your system.

The  Need For A Calendar Of Events And Promotions.

Every office should have a detailed, comprehensive calendar of events and promotions for the at least six months in advance. The competitive nature of today’s private practice makes this tool mandatory. The calendar enables both the staff and the doctor to know exactly what is expected on a daily, weekly and monthly basis, providing everyone with the information necessary to effectively execute the plan, and allowing everyone to keep an eye on progress toward both short and long-term goals.

 

A calendar system can be something as simple as a pencil on paper. The good news is that once this is effectively developed, the calendar can be used as a template year after year, with only minor modifications. Fail to plan, plan to fail!

 

Great Place To Schedule Speaking Event

The oldest of the Baby Boomer generation will turn 60 this fall, and unlike their predecessors, they aren’t afraid to visit the doctor. In fact, their interest in staying healthy coupled with their sheer numbers are taxing the health care system more than any group in history. Boomers have a different set of expectations for their health care than generations past.

When your grandparents reached old age, health care was something that people avoided, but boomers seek it out. They expect to be healthy, stay healthy and be fixed when they aren’t healthy.

Because of the research showing that people who eat a healthier diet have less Alzheimer’s disease Boomers are looking for nutritional advice in greater numbers.

Furthermore, patients who have a more physically and mentally active lifestyle will not only stay more mentally aware, but are less likely to suffer from series of small strokes that can lead to dementia. These are all reasons for the Boomer to see a chiropractor and are great speaking topics that will almost guarantee a large turnout.

The wellness industry, which Paul Zane Pilzer calculates brings in more than $200 billion a year now, will surpass $1 trillion a year within the next ten years. And because chiropractors are in the wellness industry, they are poised to benefit from this explosion.

So how do you capitalize on this? Well you need to do more speaking engagements before targeted audiences. You need to find Boomer groups and the best one is the AARP. This organization has more then 4000 chapters nationwide. Founded 1958 it is “THE” organization for people age 50 and older. You should find out if there is a chapter in your area and if there is you should schedule a talk. (Hint, most of these people love golf, anything that will help improve their game will interest them)’
Here is AARP info.
A.A.R.P.
601 E St., NW
Washington, DC 20049
Voice: 1-888-687-2277
Website: http://www.aarp.org

Harvard, Clorox and Chiropractic

A recent article I read said that, Clorox is introducing a green cleaning product line. The Clorox company is obviously betting that its new Green Works line will have traction and compete with the likes of Seventh Generation, Method, Ecover and Simple Green. This is a real departure for a company that generates $4.8 billion dollars in sales on chemical products. But as I was reading the article something struck me.

Think about this, it isn’t any secret that chemical products from household cleaners, laundry detergents and dish detergents have been causing problems for some time now. Not only do they pose environmental risks, they also pose health risks in many households. Adults, children and pets have been known to have allergic reactions and respiratory issues, including asthmatic attacks, from mild to severe, with repeated exposure to household cleaning agents.

Green cleaners use natural plant oils, plant-based alcohol rather than other solvents and no petrochemicals. Vinegar, lemon juice, baking soda are mainstays. Natural disinfectants like eucalyptus oil and tea tree oil are safe, yet effective.

Is Clorox doing this due to the growing momentum of the green movement? They may be, in part. However, the total market for green cleaning products is still very small. According to Information Resources, Inc.’s figures, cited in the article, of the $432 million Americans spent on all-purpose cleaners alone last year, only 1% of that was spent on Method products. Only 0.3% was spent on Seventh Generation products.

Comparatively speaking, three Clorox brands: Pine-Sol, Clorox Clean-Up and Formula 409+ accounted for 41% of consumer brands. So why develop a green brand and why do it now, when the green cleaning category is still so small? According to Clorox;

• Consumer perception the products can’t work without having harsh chemicals in them.
• Cost; these products are expensive in some cases.
• Consumers can’t find many of these products unless they go to specialty stores or natural food stores.
• Lastly: there isn’t a brand consumers know and trust.

They have merit. Not sure about the last one, though. I’m sure that consumers, who have taken the time to study this issue, know and trust the green cleaning brands currently available in the marketplace. The problem is: not enough consumers have taken the time or trouble to research the issues around using some cleaning brands vs. others. And this does take time and education.

Interestingly, Clorox’s new branded green line has sought the endorsement of the Sierra Club, and they have been granted permission to use the latter’s logo on Green Works labels beginning this spring. This was the company’s way of proving it is legitimate in its environmental claims; no greenwashing here. Of course, this perceived alliance has raised some concerns from environmental groups. Especially since Clorox will be paying the club a fee, partially based on sales of the products.

The company also took pains to incorporate the Clorox logo on its Green Works products to assure consumers of their efficacy and to leverage the trust they have built . . .To consumers, these are Clorox products; Clorox products work.

Now who does this sound like? Well let me re-write the article here:

A recent article I read said that, Harvard Medical School was introducing a program to its medical student on alternative healing methods, including chiropractic. The school is obviously betting that its new approach to holistic medicine will have traction and allow its graduates to compete with the likes of naturopaths, chiropractors’ herbalists and other unorthodoxed practitioners. This is a real departure for a school that has been the bastion of orthodox medicine with its prestigious hospital affiliation at the Massachusetts General.

With the accepted cultural authority that the MD degree holds in the eyes of the public I would expect the project and effort to be a success.  Health industry analysts see the effort on the part of medicine drawing patients away from unconventional healers.

Many consumers are beginning to look more seriously at side effects of prescription medications and consumers want more information.

Is Clorox doing this due to the growing momentum of the natural health movement? They may be, in part. However, the total market chiropractic and natural health practitioners is still very small.

Comparatively speaking, medicine has a monopoly on healthcare in the country. So why develop a program in alternative medicine and why do it now, when the natural healthcare market is still so small? According to Harvard;

• Consumer perception.
• Cost; Insurance covers most MD visits, while visits to alternative practitioner requires consumers to pay cash
• Consumers can’t find many of these practitioners
• Lastly: there isn’t a brand consumers know and trust, the MD degree.

Now I’m sure you see my point. Search the net and you will see an increasing number of MD’s marketing the fact that they do “alternative medicine”. What both Clorox and medicine have done is capitalize on their perceived cultural authority and both have used this power to effectively market the new and improved, safer, more consumer friendly Clorox (Medicine).

As chiropractors we must be aware of this, always remembering to make our uniqueness stand out in any adverting we do.

Dr. Lenny Coaching Program Featured In News Release

I usually try to avoid touting myself, I like to think of myself as the best kept secret in chiropractic coaching. I “lay low” and just do my thing, at the same time helping all comers regardless of their financial situation and giving specialized One on One coaching to those who are willing to invest a few dollars in themselves and their practice.

I was interviewed and a release was sent out and was posted on the web yesterday. If you would like to read it, click.