Academy of Chiropractic Personal Injury & Primary Spine Care Program
Quickie Consult 873
Marketing 88 G
“SAY NOTHING… THE BEST MARKETING”
Last night I lectured to an audience of approximately 100 lawyers and had 2 very diverse experiences with the sponsoring doctors in the room. It was a “tale of 2 worlds.” One doctor had a robust amount of credentials, while the other had very little in the way of any meaningful credentials.
The meeting started with a doctor who had previously been in the program (and took zero classes), and I hadn’t realized he dropped out of the program a few months ago… the sponsoring doctor brought him back in for the seminar and gave him the microphone to begin and end the seminar.
This doctor began with an introduction to himself and his office sharing how much they “love people” and how they do timely re-evaluations and on and on and on. The same BS EVERY losing chiropractic strategy has perpetuated for decades and this doctor did the same thing. In truth, I begged the doctor to NOT let anyone “push” their personal practice (Marketing) agenda as I put every doctor in the room on a “best of the best” pedestal based upon their credentials during my presentation.
The good news is the primary doctor who brought me there and is well credentialed said ZERO!!!!! The other doctors in the room (chiro and physiatrist) did their worst in begging for new cases by stating how wonderful they are. Guess who will get the referrals?
The simple answer… The one who followed my direction. Have the credentials and say NOTHING because I will validate you as the solution to the lawyer’s practice issues and it is all based upon your credentials and knowledge base. The body language of most of the 100 lawyers in the room was “I am totally bored” listening to the doctor for 5 minutes saying how great he and his office is… It is “white noise” to them as they hear this crap from every doctor who begs and pleads for new cases. The one who said nothing and has all the credentials… will get the majority of the referrals because he is the solution for the lawyers no matter what anyone says.
This is no different than if you are in a 1 on 1 meeting. Let your credentials and knowledge rule the conversation because that is ALL THEY WANT. That is also the path for the lawyer to prevail in a case and again…That is the core of their existence and why they go to work every day… To win their cases.
To be clear, I do a lot of lawyer seminars with doctors in 32 states almost every week… sometimes twice a week. It is simply the best way to build a big personal injury practice quickly. The best tactic for a doctor to take during the program is to SAY NOTHING. Let me do the work because I will not market you, I will only share with the lawyers why a trained and well credentialed primary spine care chiropractor as the first referral option gives them the best opportunity to previal in a case.
This is the same tactic you need to take in a 1 on 1 meeting as well and the lawyers get it… but the doctor rarely does and wonders why they never get the referrals.
The lawyers get it… and the more credentials you have in stuff they need…
- Spinal Biomechiancal Engineering
- Accident Reconstruction
- Accident Engineering
…the more they will work with you.
I spent almost 1 full hour on Colossus… in spite of the subject matter of the conversation, the questions they bring up directly after that segment are about disc herniations, strain/sprain issues, age dating disc pathology, etc… They really don’t care about Colossus because most still don’t believe it effects them as they are “wired” to prepare for trial. Once you get into their offices, then you can fully educate them… but until then… the more credentials you have is the surest “guarantee” for quicker success in personal injury.
Academy of Chiropractic