Dr. Daniel Bai is an author, speaker, sales trainer for the chiropractic profession, and CEO of CloseForChiro LLC, which is a professional consulting group dedicated to guiding Doctors of Chiropractic get more yes's with less stress in today’s demanding marketplace. He knows that sales is the final frontier in the modern practice because, no matter how great your marketing is, if you can’t close, you can’t practice. Dr. Dan has personally been credited for helping thousands doctors enhance their practices through ethical and purpose driven sales strategies.
In this episode of TechTalk Podcast, Brad Cost, Dr. Jay Greenstein, DC, and Dr. Daniel Bai sit down to discuss:
Sales is part of a service, and if you aren't successful with it, you will fail.
Just stop talking and truly listen to your customers to meet them where they're at.
Dr. Bai's CloseForChiro is impacting chiropractors all over - tune in to hear just how!
SHOW NOTES:
3:34 – My issue was sales, not product or service. “There's no better teacher in life than failure itself. I wish my career was all lollipops and unicorns, cartwheels and high pies, but it was not. It was tumultuous. It was a huge struggle right out of school. My biggest issue wasn't technique, knowledge, or training. When I hit the marketplace right out of school, I suffered an overwhelming amount of rejection from the myriads of marketing outlets to get people into my doors within the first three years. Obviously, that is the number one priority for a new practitioner, right? Over the course of six months, I had 110 new patients in the door. The following month, I only had four still under care in my practice. You can only imagine the amount of frustration and depression. Was this a me problem or is it an industry problem? I was thinking the issue was the product and service, not me. It wasn't until a patient told me I didn't have a product problem – I had a sales problem. But doctors don't sell. Sales is for manipulating people and making them buy things they truly want, but don't need or desire. That's what used car salesmen do to trick you into buying something subpar at a premium price. Chiropractic is not something that needs to be sold. Yet, the rejection pursued, and I was desperate. I called my patient that told me I had a sales problem, and he taught me that sales is multi-dimensional. If you can sell chiropractic, you can sell pet food. It's the same fundamental tenants and laws because it really just has to do with how people make decisions. Once that unlocked, the rest is history.”
11:09 – Sales is part of the service. “Usually, we think about sales as the thing to get to the transaction. One of the reframes that I like to talk about, especially for the doctors who are in the room with me when we're more intimate is that sales is part of the service. It's not exclusive to each other. You can actually go through a sales process that's highly ethical and very empathetic. Case in point, most of my referrals happen after the first visit. How does that happen? We didn't even adjust them on the first visit, but how do they go out in the world without any inkling of what we do? Because we serve them something they really needed, wanted or desired, even before we gave that beautiful chiropractic adjustment that we all want to do.”
17:12 – Listen them into yeses. Do not talk them into anything. “Just stop talking. See in sales, we “listen them” into getting yeses. We “listen them” into a close. We “listen them” into recruiting. We don't talk them into anything. That particular adage has matured very well over the course of time because more and more people are less interested on what people have to say to them and more interested in what they want to share. This is a fundamental truth. Let them come to you, let them talk. We are just filled with so much stuff that we just can't wait to get it out and then we miss the mark completely across the board.”
20:02 – 5 steps ahead in words, 10 steps ahead in actions. “As an entrepreneur who's trying to build something massive, that's where you always are. You're five steps ahead in terms of what you're saying, but 10 steps ahead of what you're going to do. My next step here is being the purveyor of human resources and leveraging the power of talent and other people. I’ve realized I can't do everything by myself, so we need to look for good talent and lead them to the same specific laser focus goal. Then we’ll synergize that at 10, 20, 30x so we do it in a very short amount of time. That's what I'm working on right now.”
21:59 - Core elements in talent and leverage. “The first element is attitude. That's very cliche, but I'm talking about a good, generally positive attitude. I like to see glass full people. On the flip side though, it also depends on the role. My wife, Sheila, is my CFO. She's a glass empty. She's also HR, but I need her there to look for all the little pitfalls and traps people are setting that I keep skipping through. The second element is intelligence. When I say intelligent, I don't mean academic. I mean people who can intellectually look at a problem and systematically try to trial and error a solution. That's really what we try to teach our kids too - life sucks sometimes, but how can you handle problems intellectually and objectively, with little emotion to get a problem solved in the shortest amount of time? The third element is perspective. If you're running a business, there is usually a very laser focused core value. When you're building a team and you have someone that has certain fundamental skill, talent, attitude, whatever and you mix in your company’s core value, it’s a process. What's their perspective? What are they feeling? What are they usually thinking? How can I position and package the way I'm delivering this core value into a way the other person could subscribe to? That's sales.”
31:22 – The process of CloseForChiro. “The way we work is very simple. It is highly regulated, on-demand coursework because our doctors are very busy. We are literally holding their hand through the entire process. We don't just throw them to the wolves and say good luck. We've invested so much time, energy and money on the proper platforms that work for chiropractors in terms of engagement and accountability. We're on calls with the cohort of 50 clients each week and, at the finale of the seven-week online course, we have a two-day integration. They’ve went through the seven weeks together and built community. In terms of the actual content, we put you on the spot. If you don't like to be in the spotlight or feel a little bit of tension and fear, we're not your people. We want to work people who want to change. Sometimes it's going to be a little uncomfortable, but you have a harness. Okay. We won't let you fall and die. You're safe, but we're to walk you through that process.”
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