Helping a $16M Clinic Get Doctors to Sell

0:00Unternehmer/Gast Alex, my name is Josiah. We sell chiropractic services to members of Lifetime Fitness. Uh we're going to do 16 million >> Wait, this you do Sorry, you sell chiropractic services to members of Lifetime >> Okay, got it. Are you within Lifetime? >> Yes. >> Got it. Okay. >> Correct. This year we're going to do >> Alex, that's a niche. >> [laughter] >> Like your ads are like, are you a Lifetime Fitness member? You're the only people we take. Now I understand. Okay, got it. Got it. Got it. >> Uh no, so we're going to do 16 million this year. We want to get to 32 million.

0:29The thing that's stopping us right now is the sell for our chiropractors in the front end to the initial 8-week plan. Um they don't they don't convert really well. >> Okay. >> Some do. We use the closer framework, and some doctors have three times the lifetime value of other doctors. >> Mhm. >> The pushback we get is they say, I'm a doctor, not a salesperson, too salesy, so they have a hard time following the script.

0:54>> Yeah. >> How can I break their mindset? >> Um I think you're you're probably one is I think uh Chick-fil-A's a the head of people there has a really great framework on this, which is basically like a lot of teams will uh lose in the playoffs and think they lost in the playoffs when they lost in the draft. And so you might just have the wrong docs. And so if I think about like, you know, you have your customer avatar characteristics, you should be more selective about your chiropractor avatar characteristics.

1:24Alex These are the beliefs you have to have about the world in order to to to function well within this business model. For the same reason that I didn't work with yogis and spin studios, even though it's literally this exact same business model as large boot camps. It's the same business, but they were so like woo-woo that my like raise prices and sell [ __ ] was like, "Whoa." And so I didn't work with them cuz they were just too big of a pain. And so for to to the same degree, um I would say there are two ways to solve this.

1:53Alex Um one is just pick the docs right up front. Um the reason that I would prefer that one is then you you already have a business model that clearly works and so I would be like uh hesitant to try and like change something. Um the second um well, subpoint under the that is probably just significantly more frequent training um and that's in the form of role-playing. Like I have yet to find anything that is more effective than modeling and role-playing uh when it comes to transferring skill. Um the nice thing is that sales can be transferred relatively quickly, especially cuz they're you know, they're they're smart. They're they can figure it out. Um what they get lost in is all the medical stuff and they try and like techno-jargon, you know, people and then they have no idea. It's like, "Hey, you're in pain. I'll get you to be not pain by this thing." Right?

2:31Alex >> [laughter] >> Uh but I think uh reading uh testimonials of patients who were undersold or not sold uh and telling them that they are hurting them by not providing solutions to help them. And so I think uh to be clear, I would also position this is like we're not selling here. We're making offers available to people who need them. That's all. So that's what I would try and do to like immediately try and fix the existing thing.

2:58If you feel like this is some structural thing, I'm not sold on the fact that it is um but I have seen models where they have patient care coordinator and they just leave the doc in the back and they've just found it easier to just find sales people and just be like, "Cool, you're the manager of this location." Which really just like Lifetime Fitness, the manager is just sales manager, right? Like we both know that. And so basically the patient care coordinator is just the salesperson. >> Okay. >> Cool. Thank you so much. >> No, you bet. Does that Does that help though? >> Super helpful.

3:23>> Okay, good. I was already uh talking with uh Jacob really about sales in terms of simplifying this and then starting like a three times a week role-play. So that's been hit a few times. Um and then just talking with Frank, too, it's like I I think we do have opportunities from the hiring standpoint. We just got to dial in um the expectations we put even in the job posting interview process, so. >> Cuz there are definitely some chiropractors who love selling. >> Yeah. >> And so one other thing that I think you can do tactically to make the kind of operationalize this besides the role-playing and and and constant feedback is because of the benefit of being one a person and two a physician, having a clipboard that has the script on it with check marks makes it really hard to mess up. It's like, "So, what brought you in today?

4:03Uh tell me where it hurts. Uh on a scale from 1 to 10, how bad does it hurt? A lot. Tell me all the things that you can't do as a result of this pain. Tell me all the things that you wish you could do that if this pain were resolved, you would now be able to do. All right. So, what have you tried so far? Uh that's interesting. We're not like that. You didn't like that. Oh, you like that? We're a lot like that. Great. >> [laughter] >> Wonderful.

4:30And so, basically from everything that you've told me, um if you really hated this stuff and you really liked this stuff, I think you're going to love what I have to tell you. Can I talk to you about it? Great. I have permission for the close and then I just say like, "Great, there's three options, blah blah blah." Then we go into the pitch. >> I liked you I mean, you dropped that video the other day on the plane or whatever. [snorts and laughter] Exactly. And I loved your idea about just breaking it to like a a script on like a laptop or iPad, just like go through it together. That seems genius. >> If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so, we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help and if we can, we'll invite out to Vegas, and we'll do this in person, live.