Takeaway Selling for DC s.

Transcription

1 Takeaway Selling for DC s. The Definitive Guide to Never Groveling for New Business. Ever Again. By Ben Cummings

2 Brief Introduction Takeaway Selling for DCʼs is all about: Positioning. How to position yourself so that YOU are no longer the commodity. Instead, the patient is. How to position yourself such that you never feel the need to have to sell yourself to patients - in fact now the patient feels internal pressure to sell YOU on why they should be accepted into care. And, the patient will actually feel EXCITED they are allowed to give you their money. Finally, you will make your fees psychologically invisible and irrelevant, as you will soon understand. That is what Takeaway Selling for DCʼs will teach you. It is about shifting the power balance entirely. It is about making yourself scarce, rare, in-demand, and hard to get an appointment with. (More on this balancing act later.) Imagine no more fee resistance (or at least greatly reduced to the point where it almost never happens any more.) Imagine existing patients calling and persuading YOU to accept their friend as a patient. Imagine them feeling panic that you may not get in. Listen. Forget selling patients on why chiropractic is so great, why youʼre good, and then having to do some multi-visit Dog & Pony Show to justify your corrective care recommendation. Screw that. I am about to teach you a better way. This report will change the way you practice, forever. Everything in this report works. It is 100%

3 based in deep psychology about what motivates a person to desperately want to buy. Oh and hereʼs a benefit that will occur naturally without you really having to do anything: Fee resistance will become a thing of the past. It wonʼt really exist. Oh, and I promise that you will never again feel exhausted after delivering a case presentation. No burnout again! The Story of the $150,000 Purse Let me tell you a story. It involves my wife, Emily, and a purse that costs a mind numbing... $150,000 (!!!!!!!!) First, I want you to take a look at this picture. Look at this thing closely and tell me what you see:

4 Ben, I really donʼt notice much of anything. Looks like another run-ofthe-mill purse to me. Yeah, thatʼs what I said to Emily as she was drooling over this purse in the legendary Paris Hermes store last spring. But, she whispered reverently, as if I were an uneducated dolt born only yesterday, donʼt you understand... this is THE Birkin Bag! Wonderful. Looks like every other purse you have, I made the mistake of saying. Another look of disgust at my ignorance. She hushed me again like a school master shooshing the ignorant problem child. No you donʼt understand. This bag is only offered here in the Paris store. It is extremely rare and scarce. And, she continued, this hand bag is sold by invitation only. Ah. The Takeaway Frame. If youʼre lucky enough to get to buy this Birkin Bag, the price tag starts at $9,000 and goes to $150,000, she whispered. $150,000? For a purse??? As you will discover, practically any sum of money becomes irrelevant, once a powerful Takeaway Frame has been established.

5 You will notice that admirers of the elusive Birkin Bag feel special when given the right to hand over incredible sums of money for an item they could get at Target for less than $95! Hermes does a masterful job of Takeaway Selling. This scarcity is very much orchestrated and part of their Takeaway Frame (more on Takeaway Frames later). From Wikipedia: The Birkin bag is a handmade purse by Hermès and named after actress and singer Jane Birkin. The bag is a symbol of wealth due to its high price and elusiveness to the public. Its prices range from $9,000 to $150,000. The bags are distributed to Hermès boutiques on unpredictable schedules and in limited quantities, creating scarcity and exclusivity. You can read more about the Birkin Bag here: Do you recognize the brilliant lesson here? Let me tell you another story. This one is about...

6 Sherlock Holmes & His Takeaway Frame I am a hard-core Sherlock Holmes geek. I love the original Sir Arthur Conan Doyle stories & have read them all. In these stories is perhaps the greatest one of the greatest takeaway-selling lessons. His ability to create a Takeaway Frame with the new client is a master stroke. Sherlock makes HIMSELF the prize to be won & turns the client into the commodity - one of many who want him. Sherlock Holmes invites the client onto his home turf. Then curtly interrupts the client almost immediately so that he can set up his Takeaway Frame. He sets the Frame by saying... Before we even begin dear sir, you must know that I am not accepting new cases at this time. Under extremely rare exception, I may take on a new case, but only if it interest me. Remind me again why your particular case should be of interest me? Boom! Just like that, he has flipped the encounter on its head. The client now must sell HIM on accepting the case.

7 Not the other way around. Also note that at NO TIME does Sherlock need to mention what his fee is - because he has made it irrelevant. Sherlock right from the get-go, has shifted the power balance using his Takeaway Frame. You see, our friend Mr. Holmes makes the client feel lucky and special for being allowed the right to pay him money. He understands that a Takeaway Frame must be established first, to create the context for doing business with him. Think: The Birkin Bag Takeaway Frame. Think: Sherlockʼs Takeaway Frame. Think: How can I apply this to my chiropractic practice? In both cases, the client legitimately feels excited and grateful to be engaged in the transaction. With a strong Takeaway Frame, the customer becomes more loyal, more valuable, and more into the buying process. When Sherlock makes an exception for you, the client becomes incredibly excited. Their senses become heightened. They pay attention more closely. When they think the object of their affection might be taken away, peopleʼs minds donʼt wander. They become fixated on listening. People value him more when they realize that he is scarce, rare and in-demand. Like the $115,000 Birkin Bag. Now. Let me ask you a question.

8 Would clients have felt the same way about Sherlockʼs rarity if, instead, he had tried to sell the client on why heʼs the best detective, why heʼs good, if he had turned on the Dog & Pony Show and then at the end tried to close them for the business after handing them a Report of Findings justifying his recommendation to proceed? No way. You see, once Sherlock Holmes establishes the Takeaway Frame at the beginning of the meeting, he never will need to timidly grovel or explain his large fee. The fee becomes irrelevant, invisible. Instead, the client is happy to pay because the client is happy that Sherlock accepted his case. This is what Takeaway Selling is about. With a Takeaway Frame established, every client begins the transaction selling HIM on why they should be allowed to transact business with him. Let that little tidbit sink in. Chiropractors & The Balance of Power What do most chiropractors do when face to face with the patient who needs a little selling? The patient who needs some convincing about why so much corrective care is needed? When the doctor shifts into Selling Mode, you can almost audibly hear when the balance of power shift back to the patient! Like a little bubble bursting in which the doctorʼs power seeps out and leaks away like suds down the bath drain.

9 Uh oh. What happens next compounds the problem. Since he has sensed heʼs losing his Frame of Power, he starts selling even more... a little harder... and starts to justify his every move. Oh no. Now the patientʼs brain is really screaming: This Doc is desperate. Better find the nearest window. But at this point, the doctor commences with a circus-like long drawn out multi-visit Dog & Pony Show which involves (at the subconscious level at least) a lot of explaining, talking, and justifying -- all designed to basically excuse away the extensive corrective care heʼs going to recommend at the very end. The patient can almost sense the train wreck that is coming! Finally, exhausted, and mentally fried, the Doctor concludes by unfurling his Price/Fee at the VERY end -- followed by some clumsy sounding Closing Technique during which the doctor waits with baited breath, hoping the patient accepts his case plan. Oh-My-God. That approach is completely and wholly WRONG. It is wrong in strategy, wrong in execution, and wrong in the psychology. This approach turns the doctor into the Commodity and makes the Patient the Prize to be won. The balance of power is all wrong. Wrong - wrong - wrong. In this typical scenario, no Takeaway Frame has been established. The price is made to be the main object at the end of the Dog & Pony Show with the patient now assuming the role as Judge and Jury. Doctor is placed in a subservient position and all the power has been squandered away to the patient. Sherlock would observe this and shake his had in dismay at the lost opportunity. Your First Lesson on Takeaway Selling:

10 Right at the beginning, a Takeaway Frame must be established. This Takeaway Frame must immediately make them feel that they may not get access to you. The affect of this is that is elevates your care as rare, scarce, and in-demand. Then, we will subtly make the patient feel slight panic set in when he realizes his case may not be accepted and that he will need to begin to sell YOU on why you should... "make an exception" and accept his case. Don't think about making YOUR sales presentation - think about forcing them to make THEIRS. The more that we observe a doctor talking and "selling", the more the patient senses something is wrong. You shall do no selling! We make the patient do all the selling for why they should give us their money. For now, I just wish you to understand the psychology in play here. Later I will give you the exact methods to employ. Before I teach you the nine specific tactics, I have one final story for you that will solidify this Vital Lesson... The French Waiter I recently recommended the book Pitch Anything by Oren Klaff. It is excellent. I will share his story about a dining experience in Paris. While you read this, I want you to think about the Takeaway Frame at play.

11 French waiters are respected throughout the world for their skill in controlling social dynamics. From the moment you enter their world, they set the frame and control the timing and sequence events according to their wishes. They wipe your status instantly, redistribute it as they choose, and control the frame throughout the exchange. You regain control only after the check has been paid, the tip has been left, and youʼre ushered out the front door. I watched the waiters work their frame magic a few years ago on a bustling boulevard in Paris. I stopped in at Brasserie Lipp on the Boulevard Saint-Germain-des-Pres. My waiter was Benoit, who started there busing tables and washing dishes and moved his way up to head waiter. His father worked at this famous Left Bank boîfite before and after World War II, and today, there is nothing about the history of this place that Benoit does not know. Benoit can show you the table where Ernest Hemingway did much of his writing during the 1920s and can seat you there if he is feeling generous (and senses that you will be generous in return).there is nothing Benoit cannot tell you about the menu every dish, every ingredient, every method of preparation. But to ask questions about the menu is a mild insult. Instead, itʼs better to ask him to recommend something. The same goes for the wine list, which is even longer than the menu. This is his job. He is the expert within the walls of his restaurant.

12 I entered Lippʼs with some friends Iʼd invited out for dinner.i was the host, so I carried myself with authority and high status. After all, I was the paying customer about to drop a big wad of cash. I wanted the maître dʼ and waitstaff to understand my status and give me the best they had to offer. The maître dʼ gave me a practiced look that said, Yes, I know your kind. Youʼre all the same to me. The restaurant was starting to get busy, but it was not full. We wouldnʼt have to wait long. The maître dʼ looked down at his schedule and intoned, It will be a few minutes while we prepare your table, monsieur. Please wait here. Yet he didnʼt move. He looked down, scribbled a note on his seating chart, and began to ignore me. Fifteen minutes passed. I watched as the best tables began to fill. I looked at the maître dʼ, anxious, and he held up his index finger indicating only a minute more. I returned to my guests, defending my choice of restaurant and commenting on how good the food is. I promise you, it will be worth the wait, I told them. Finally, when the right amount of time had passed, the maître dʼ stepped away from his podium and said, Madames et messieurs,your table is ready, waving us toward our table with an open palm and outstretched arm. He seated us, handed us menus, and told us that Benoit would soon arrive to take our orders. A trainee brought water and bread, smiled,

13 and then disappeared. Another 15 minutes ticked by before Benoit appeared, and the first thing he did was flash me a rebellious look. Do you know what you would like to drink? he asked, looking at the hand-tooled leather-bound carte du vin (wine list) resting near my lefthand. I didnʼt recognize many wines on the list, so I played the part of good host and ordered an expensive bottle for the table. This was Benoitʼs opportunity to perform a small but defiant act and to seize control of the high-status position, taking it away from me. You almost could hear the power transfer, clean and smooth, like the flip of switch: Hmm, monsieur, I do not think this wine is the best choice, he grimaced, taking the wine list away from me. Benoit turned the page and paused. I was embarrassed, and my face turned red. While all the wines in our cellar are fine wines, you must select a better pairing for this eveningʼs meal, he said. He scanned our table, making eye contact with my guests, ignoring me. He suggested various meals for my guests and, after several minutes, finally returned his attention to me. He flipped open the carte du vin, stabbing his index finger at a wine that would meet his standard. His recommendation was less expensive than the winei had chosen. So I gave up on my selection and gave the nod to his. An excellent choice, monsieur, he announced to the table, pretending to the group

14 that it was my knowledge and not his that resulted in the best choice. I was the butt of the joke, and my guests had a fun laugh. Benoit flashed me a look that said, This table is mine! The wine arrived, and Benoit carried out the time-honored ritual of corking, testing, and decanting. He executed the steps with precision, tradition, and respect for his craft. My guests were in awe. Only when it had been established that the wine would meet his exacting standards did he offer me, the host, the first taste. At this point, he could have served me stale vinegar, and I would have said that it was heavenly, just to save face. I wasnʼt sure whether I was angry with Benoit or just amused that he had turned me into a lowstatus dork. Benoit had simply and effectively grabbed local star power. He had captivated the attention of the table, and now, in full possession of the social power that I once had, he decided to redistribute some of this power to further strengthen his position with my group. As Benoit settled into a smooth rhythm of frame controls and status moves, I could see the game unfolding perfectly: acts of small defiance; seizing status, redistributing it; taunting me to behave like a beta. I was at the center of a master class on frame control. As the wine was poured around the table, one of my guests smelled her wine and asked, Is this a Bordeaux? Benoit stood tall, placed a

15 hand on her shoulder, and said, Madame clearly knows French wine. This Bordeaux is from a small terroir that most people mistake for Langedoc. Your palate is very sophisticated. This comment absolutely melted her, and her eyes were sparkling with emotional pyrotechnics. The table was smiling, and again, I was ignored. Letʼs pause to review what Benoit, this practiced master of social frame control, had accomplished. First, he seized local star power by using simple, seemingly innocent and benign acts. And he isolated me by making me wait. As I discussed earlier, the croc brain is a social organ that craves acceptance and belonging. No one likes being made an outsider, especially when there are guests to impress. Then, after ostracizing me, Benoit swooped in, using his superior domain knowledge, and made me look like a fool. He then quickly rescued me from a mistake he had allowed me to make. He knew that without first understanding what kind of food the table would be ordering, it would be impossible to order the wine. And yet he asked me to make a wine selection first. No matter whati ordered, my order would be wrong. Thanks, Benoit! He called out my mistake and then quickly polled the table for the information needed to make the correct decision. He chose the correct wine, making sure it was a better wine at a lower price than I had chosen, and then gave me credit for making the proper choice.

16 This was an early masterstroke that secured his control of the social power he had taken from me two minutes earlier. His next move was to strengthen his position by co-opting one of my guests into his frame, making it impossible for me to attack him without simultaneously attacking her. He waited for someone to comment on the wine anyone, any comment and lavished praise on them to distribute some of his social power to that person. When one person joins his frame, the others will follow. And now the table was his. Voilà! Back to the dinner. As expected, the entrees were superb, and Benoit suggested a second bottle of wine, something a little different to capture the flavors coming from the progressing meal. Benoit appeared more regularly now, floating around the table, collecting information, making suggestions, and basically doing the hard work of protecting his superior social position. My guests told me that this was one of the best meals theyʼd ever had. I thanked them for joining me and then gave Benoit an appreciative nod. At first, I wanted to smack Benoit, but now I was really starting to like him. As the plates were cleared, Benoit disappeared. I had an expectation that something more was coming, but what? Ten minutes went by. Where was Benoit? I knew something was up. I was right about that. Benoit had chosen the dessert. Moments later, a gleaming silver cart

17 was rolled to our table, followed by a cart lined with brandy and cigars. Behind all this was the coffee cart the attendant filled individual French press cylinders with freshly ground coffee. Madames et messieurs, for this eveningʼs dessert, I have taken the liberty of making something special for you, Benoit announced. What he meant was, I have taken over your hostʼs mind and bank account. Baba de rhum, he continued, our most famous dessert, a light and delicious cake made with cream, rum, and a little sugar. Please enjoy. The table applauded, and Benoit cut the cake with flair. I was so owned by Benoit at this point that it really no longer mattered. I smiled, relaxed, and decided that Benoit was going to get the largest tip heʼd ever seen. In fact, the tip is the only power I had left in this situation. My guests were delighted, and now, as the evening closed over coffee and brandy, Benoit slowly released some social power back to me. For a very good reason: The check was coming, and I was sure it would melt my neocortex. Madames et messieurs, it has been our pleasure to serve you this evening, Benoit gushed. He deftly placed a small silver tray near my left arm. On the tray was a tiny slip of paper turned face down, held in place by a small silver fleur-de-lis paperweight. No itemized bill could

18 possibly fit on this minuscule slice of paper, just a single number would be on it. As my guests warmly thanked Benoit with hugs and handshakes, I managed a peek at the bill, flipping up the corner, like a poker player, not wanting to show any reaction. It wasnʼt as bad as I thought. With the performance Benoit gave, and the control he held throughout the evening, I was expecting him to take advantage. He had the power to do so, but in a final display of total frame control, he chose moderation over self-indulgence. Now I was absolutely delighted, and the large tip I was thinking of leaving him was just raised. -- Excerpt from Pitch Anything by Oren Klaff These three stories have now prepared you to learn my Takeaway Selling System for DCʼs. Now I think you are ready to learn the specific Takeaway Selling Tactics and discover exactly how to apply them within a chiropractic practice. Are you ready for the next step? There are exactly nine takeaway tactics that you will learn & apply. Letʼs begin, shall we?

19 Takeaway Selling Tactic #1. The Takeaway Frame & Balance of Power. What I am going to teach you will sound like a series of contradictions. For example, while on the one hand we know it is vital to get a new patient into the practice immediately, the same day or even the same morning they call -- yet we also need to make it appear that you are so in-demand that fitting them in today (or any time) will be extremely difficult -- yet perhaps an exception can be made. (I will explain exactly how to handle this nuance and subtlety later.) We will encounter many such contradictions during the explanation of The Takeaway Selling Tactics. Just understand that this is a Balancing Act. The balance between making your practice extremely consumer friendly and easy to do business with while balancing the positioning of scarcity, rareness, and in-demand. Letʼs deal with the first BIg Time Contradiction that also happens to be the most powerful Takeaway Tactic you will possess: The Takeaway Frame. This is your opening Gambit. Your Positioning that will instantly shift the balance of power to YOU, right from the start of the new patient encounter.

20 There are two effective Takeaway Frames that a chiropractor can use. The BEST ONE and most powerful (that sets up the Takeaway Frame brilliantly) is proclaiming that your practice is: By Referral Only. In other words, you only accept new patients who are referred. You proclaim this positioning on business cards, in yellow page ads, and in your signatures and website under a tab called How to Become a Patient. (or similar) Now. As I said, this will be a contradiction because in reality (and in most cases) the new patient will NOT be referred in -- and I will show you how to deal with this situation in a moment so you save face while maintaing your Frame. First, letʼs explain why the By Referral Only positioning is such a powerful Takeaway Frame: Because this immediately puts the new patient on the defensive (subtly) with them having to now explain why they should still be allowed to be accepted into your practice. This is basically Sherlock Holmes positioning of: so sorry, but Iʼm not accepting any new cases unless you convince me why your case is exceptionally interesting. A variant to this and the second Takeaway Frame you can use is -- Sorry we are currently not accepting any new patients. Basically, you are full and not allowing new patients in. This is basically the same idea as by referral only but is a variant. The risk you face is that

21 a casual internet surfer reads this on your website and may not even bother calling to book an appointment. For this reason, I prefer the By Referral Only frame. With the By Referral Only frame, there is still some risk but the patient is far more likely to call and see if they can talk their way into your schedule. Plus we can imply some flexibility. Simply allow them to discover a loophole with some language such as: We are a by referral only practice - meaning, you must be referred by an existing patient to be accepted into our practice.* *We allow some exceptions under special circumstances on a case by case basis. For questions mary@joeblowpractice.com. Takeaway Selling Tactic #2. The First Strike. In all situations, before the formalities commence, the Takeaway Frame must be firmly established. Immediately. Remember what Sherlock Holmes does? Before even allowing the client to explain his situation, he interrupts them and announces he is presently not taking on any new cases. Then makes the client sell him on what makes their case so special that Sherlock should make an exception?

22 Let me give you a script. Memorize this and use it. It is a powerful example of how to set the Takeaway Frame with a First Strike: The doctor says to the new patient: Iʼm glad I could find the time to meet with you today. And I do have another appointment right after this, so letʼs get started immediately shall we? How were you able to secure a spot in my schedule today? We have not been able to accept new patients for some time - you must have been very persuasive with Jennifer. Who was the person that referred you in? Patient: Um... ahh... no one? Well you do understand we are a buy referral only practice, donʼt you? We typically donʼt allow exception to this. But since youʼre here letʼs talk shall we? Whamo. Youʼve just established the Takeaway Frame immediately. Youʼve employed tension. Tension causes a patient to give you their full attention. And now they are wondering if they will even be allowed into the practice. This is powerful stuff. My oh my -- Isnʼt this approach just a little bit different than youʼve been taught by everyone else? Gee Ben, you mean I donʼt need to sell the Big Idea of chiropractic to them? No, you donʼt. Does the

23 car mechanic sell you on the history of the Ford Motor before fixing your car? Answer: No he doesnʼt. Hmmm... think about that one. Takeaway Selling Tactic #3. Use of Humor and Polite Teasing During the Takeaway Frame. Whenever you utilize the Takeaway Frame and engage the use of Tension like this, you must use humor and polite teasing when delivering your lines. Otherwise you come across like a pompous ass. For example, a little polite teasing when delivering The First Strike in the Takeaway Frame would sound like this: Well you do understand we are a buy referral only practice, donʼt you? We typically donʼt allow exception to this - so you better be on your best behavior today. The last line delivered with a mischievous, teasing smile. The use of Humor and Polite Teasing should always be employed when setting the Takeaway Frame, to maintain your Likability. Now, so far we have assumed here that the new patient wasnʼt referred. So, how would you establish the Takeaway Frame & First Strike for someone who was referred into the clinic?

24 The doctor would switch to the not currently accepting patients positioning! Memorize this script: As Iʼm sure youʼve heard, we have not been accepting new patients for some time. You must have been very persuasive to have gotten this appointment :) Tell me what makes your case so exceptional that I should take it on? This should ONLY be delivered with a smile and attitude of polite teasing! Allow the tension to settle in and watch how the balance of power shift visibly before your eyes. Now, who is selling who! Actually, now is a good time to discuss Tension & how to use Tension as a powerful tool within The Takeaway Frame & First Strike... Takeaway Selling Tactic #4. Tension. I really like Oren Klaffʼs definition of Tension: Tension is the introduction of some real consequences to the social encounter. Itʼs the response to a clear and unequivocal realization that something will be gained or lost. Tension indicates consequences and therefore importance. There is no reason for the [person] to pay attention when there are no stakes - when tension is absent.

25 Tension heightens their curiosity. Tension makes people to give you their undivided attention. Tension makes the balance of power shift to you, instantly. Tension causes the patient to panic at an unconscious level, when they realize you might not be available - causing them to want your services that much more. At its very core, we humans want things that we cannot have. The more difficult it is to acquire something, the more we want it and the more we elevate its status in our minds. When I took Emily to Napa Valley for our honeymoon, I tried to book a reservation at Thomas Kellerʼs French Laundry restaurant for three months - and we could never secure a table! Do you think this elevates the value of the dining experience, to those that were able to secure one of these very rare reservations? You can read about French Laundry here: Oh, and do you think PRICE even enters into my thinking? No. Price goes out the window when something is scarce, rare, and difficult to come by. I just wanted that damn reservation for my honeymoon. Guess what?

26 When you start utilizing The Takeaway System that I am teaching you in this guide, you too will one day find that fee resistance has been virtually eliminated from your practice. When you utilize these Takeaway Selling principles, price becomes psychologically invisible. That, my friend, is a wonderful feeling -- to know that patients no longer care what you are charging, and all they know is that they really want in. Takeaway Selling Tactic #5. The Takeaway Funnel Letʼs back up a step. You are in front of the new patient. You have executed The Takeaway Frame using The First Strike. You have used humor and polite teasing to engage them and have used the power of Tension. Now, the real fun begins. We will now employ the use of a Takeaway Questioning Funnel to completely own them and assert your Takeaway Frame upon them -- and when you are done, they will practically be in a state of panic that they may not be accepted by you, at which point they are ready and open to an exam and then your case plan recommendation. It is basically a done deal, though, by the time you are done with the Takeaway Questioning Funnel. Doing business is a foregone conclusion.

27 * Aside: The effective use of the Takeaway Questioning Funnel subsequently leads to near 100% case acceptance. To summarize again: At this point, you have hooked them and gotten their attention with your Positioning Stance. Now it is time to totally own them by shifting to the Takeaway Questioning Funnel. What is the The Takeaway Questioning Funnel? It is a series of questions delivered to the patient that gets the patient to realize they may not be able to get in. These questions are psychologically designed to cause a minor state of panic and by its conclusion all they know is that THEY WANT INTO THE PRACTICE. You should only take 1-2 minutes total to do the Takeaway Questioning Funnel. Remember - you are busy, rare, scarce, and indemand so no wasting time or appearing like youʼre too concerned with their answers - remember to use polite teasing! On the next page you will find a sample Takeaway Questioning Funnel...

28 Sample Takeaway Questioning Funnel. Iʼm glad I could find the time to meet with you today. And I do have another appointment right after this, so letʼs get started immediately shall we? How were you able to secure a spot in my schedule today? We have not been able to accept new patients for some time - you must have been very persuasive! Who was the person that referred you in? Well you do understand we are a buy referral only practice, donʼt you? We typically donʼt allow exception to this. But since youʼre here letʼs talk, shall we? Why are you here? Why do you think you would be a good fit here? Remind me again who referred you in? Thatʼs right, you werenʼt referred. Perhaps we can make an exception here, if you behave :) Explain your pain to me. How long has this pain been a problem? What else have you tried to solve the pain? Howʼd that work?

29 If we take you in, what were you hoping I could do for you? Tell me - why do you think I should make an exception for you? You can make these questions as strong or as weak as you desire. Sometimes you will need to be strong and other times you can back off with the tension. It depends on the receptiveness of the person in front of you. However if there is an error you will make - it is that you will back off too much. Donʼt make this mistake. Remember that it is Tension and the Takeaway Frame that allows you to command their undivided attention and make hiring you irresistible. Utilize this tool to its full potential and you will amaze yourself with the results. But you canʼt wimp out, or it wonʼt work. Finally, as you read through the Sample Takeaway Questioning Funnel, I hope you saw the balance of power shifts occurring. You are making yourself the prize to be won - not the patient.

30 You are not the commodity. The patient has now become the commodity - thereʼs plenty of them but only one of YOU. You have become the rare prize to be won should you decide to accept them into the practice. When you make yourself the prize to be won, and the patient works hard to win your favor during the initial appointment - you now own them. Doing business is now a forgone conclusion. Takeaway Selling Tactic #6. The Takeaway Score & Tension Bullets. This is more of a concept. Not really a tactic. It is important that you be aware of the imaginary Takeaway Score throughout the duration of the appointment. Do you hold the most Takeaway Points OR has the patient started reasserting control over the Takeaway Frame? I bring this up because over the years, when teaching my 100% Case Acceptance Methodology that is taught as part of my Benʼs Apprentice program, I have seen doctors gain the early momentum --

31 only to lose it later in the appointment. Then when it is too late, they can rarely recover their frame. Itʼs too far gone. This can be avoided if you are constantly taking the temperature of who is controlling the Takeaway Frame throughout the duration of the appointment. If the patient starts to assert his Frame over yours, you have a choice: (1) Allow the patient to dominate with their frame OR - (2) Reassert your Takeaway Frame and take back control. We suggest option #2 (duh). Be aware of the Takeaway Score throughout the appointment, otherwise you risk losing your Takeaway Frame and thereby probably losing all its power. If at any point you need to reassert your Takeaway Frame, you can do so by utilizing Tension Bullets to reassert your Takeaway Frame. A Tension Bullet is a short concise statement that quickly reestablishes your Takeaway Frame. Here are a few examples: Hmm, this is worse than I thought. One thing that I am uncertain about is will we have availability for you in the schedule should we take on the case, I will need to look into that when we are done - okay lift your arm... I am afraid we must finish up, the next appointment will be arriving in in moments...

32 Remind me again why in the world I should take you on as a new patient? (said tongue in cheek with humor after they challenge you on something) Takeaway Selling Tactic #7. The Takeaway Close. You are going to love this. When you see how we aproch the finale of the visit, your jaw will drop - and you will realize how powerful this approach is! Oh and by the way - you will never need to use written reports ever again, now resort to long drawn-out multi-visit case presentations tat waste the patients (and your) time. All that crap is totally unnecessary when you are utilizing Takeaway Selling Tactics! Are you ready to see how a Takeaway Selling Doctor handles the case presentation? With the Takeaway Selling Approach, the entire close takes only a few seconds. Memorize this script & deliver it right after your exam:

33 We must wrap this up now. At this point, we fully understand your problem. But - no one can know how well chiropractic will work on you. I wonʼt know for three weeks. So I will see you for 12 visits and then I will reassess you. Do you have any questions before we end? Please go to the front desk where Sally will schedule your visits. Nice to meet you -- and welcome to the practice as my newest patient. It was a true pleasure meeting you. (You may hear the patient visibly sigh in relief at finally being taken into the the practice.) You have ended the appointment masterfully by relieving all the tension that has been building up throughout the appointment by allowing the patient to experience a victory at its conclusion. There is also a subtle psychological shift that occurs during the close. Up until the conclusion, you have kept them at arms length and treated them subtly as an outsider -- and if there is one thing we humans hate, it is a lack of acceptance. So what do you do? At the appointments end, we warmly embrace them now as an accepted insider. Boom! You utterly own them at this point.

34 I wonʼt bore you with all the psychological studies that validate this powerful balancing act of Insider vs. Outsider. Youʼll just have to experience itʼs magic for yourself when you try this out. Finally... Isnʼt this approach much NICER than the old way? No more sounding like a supplicant. No begging for the business. No meekly asking Okay do you think you want to get started? Instead you maintained the Takeaway Frame up until the very end, you have made the price irrelevant and psychologically invisible, and youʼve utilized tension throughout - only reliving it like a pin prick to a balloon at the very end, leaving on a high note to both you and the patient. I hope you see the deep psychology at play here and how my approach is radically 180-degrees different from the typical pablum being taught by all the others. Now let me explain how to extend the Takeaway Frame to the check out encounter -- and how you will get PREPAYMENT cash upfront with almost zero resistance.

35 Takeaway Selling Tactic #8. Prepayment & Check Out Frame. Imagine: no more messing around with payments from patients. We are going to get you paid upfront, at least for the first 12 visits (or whatever number you decide makes sense for you.) Imagine booking appointments weeks in advance so you can be assured a reliable book of business into the future, which will only grow more as you utilize this powerful tactic. Here is how to extend the Takeaway Frame to the check out window and what it should sound like. Have the staff memorize this script: Iʼve taken the liberty of scheduling your 12 visits as follows, please look this over -- and Iʼve prepared your receipt at the bottom here. Please complete the form and let me know any appointment conflicts that we need to change. (Hand patient a handout with their appointments listed) The patient is handed one sheet of paper. The top two-thirds is a list of their appointment dates and times. The bottom third is a receipt. Well, itʼs actually not a receipt at all - that is just a little linguistic trick that we are employing! It is actually a fill in the blank form to print their credit card number of select pay by check.

36 We have been utilizing a slight variation of this technique for years in my Benʼs Apprentice Program - and we have found that it works in an amazing 9 out of 10 times! In other words, 9 out of 10 patients simply hand back the form in with their credit card details filled in with their authorization signature! Guess what? That means you just got prepaid for 12 appointments and you didnʼt lift a finger. The Takeaway Frame did the heavy lifting for you. From moment number one, you set up the Takeaway Frame and then worked it throughout the duration of the appointment until its conclusion. Nice job. Now we simply extended it to the check out. Remember, the patient still is experiencing a slight Psychological Buzz from finally being accepted into the practice and is experiencing relief and some minor elation at this sense of closure. Now. What about the 1 out of 10 who will balk? No worries. Simply concede and allow an exception for them to pay partial or pay as they go. This is what you used to do previously ANYWAY, so what are you really losing? Nothing.

37 Remember what I stated at the beginning about the vital importance of the balancing act? We need to balance the Takeaway Frame while being mindful of making it fun, and extremely easy to do business with you. This is one such example! Allow them to pay however they wish and it whatever way makes them comfortable, if they balk at your prepay effort. Remember - mission #1 is to keep them on as a happy satisfied LONG TERM patient. Be accommodating. They have already made the cut and much of the drop out worries you had in the past are reduced thanks to using the Takeaway Frame! You might be wondering... How should the staff handle booking the appointments over the phone now that weʼre using a takeaway frame? What do we have them say & do? How is all that handled? Fear not, my friend. I have the perfect script for you to use, that will establish a powerful Takeaway Frame before they even come in...

38 Takeaway Selling Tactic #9. Booking Appointments. Strategically, you cannot delay getting a patient in the same day, even same morning, that they call you. Delay = Death. If you canʼt accommodate them, they will go to someone else. We absolutely must avoid that! Oh - thereʼs the Balancing Act again. The secret here and actually the secret behind the entire Takeaway Formula - is to be rare, scare, in-demand, and unavailable but allow exceptions to be made for them. The By Referral Only positioning is about only accepting referred patients but making an exception for them. We simply extend this powerful Frame to the appointment booking encounter over the phone. What you can and should do is set up the Takeaway Frame over the phone before they even come in. Have the staff memorize & use this script during the incoming call: BASIC VERSION: Dr. X is extremely busy today. However he has allowed me to make exceptions under special circumstances - letʼs get you in here. How soon can you come in?

39 What this says indirectly is - We are a thriving, successful practice, and you were lucky to get in. Yet it also is a positive encounter for the patient because it says - We are making an exception for you, because you are special to us. Staff of any skill can use this script. However, if you wish to take this up another notch - and if you have a well trained receptionist whom you trust implicitly - here is an Advanced Script you can use: ADVANCED SCRIPT: This script would be used with the first-time caller, eg. someone who has never come in before. I repeat, only a skilled receptionist should use the Advanced Script. As you will see, it requires some skill to pull off: ADVANCED VERSION: Who referred you in? No one? Typically we only accept referrals from existing patients, because we no longer are accepting new patients -- but perhaps we can allow an exception for you. When were you hoping to get an appointment? Oh, I see. Unfortunately Dr. X is extremely busy today. However he has allowed me to make exceptions under special circumstances - letʼs get you in here. How soon can you come in?

40 You have to make the judgment call - Either set the frame from the get go using the Advanced Script and a skilled receptionist - OR - just use the Basic Version of the Frame Establisher Script and then YOU set the frame upon first meeting with the patients. You will use either the Basic or Advanced Version. Both are extremely powerful. Final Wrap Up & Big Time Mistakes to Avoid. I hope this members-only Report has opened your eyes to the power of my Takeaway Selling approach to running a chiropractic practice. Putting it into action elevates you above the competition, makes patients value you and induces panic that they may not be able to secure your services. It makes price irrelevant. You have learned that the crux of takeaway selling is to make it hard to get in but to make exceptions. However, there are some mine fields that must be avoided when using Takeaway Selling. Letʼs conclude by discussing these so that you stay out of harms way...

41 How to Fail With Takeaway Selling. The #1 mistake that can be made is -- appearing overly serious and arrogant when establishing the Takeaway Frame. This is a killer! I have already provided the solution to you: Using humor and polite teasing when delivering the Takeaway Frame. It is a must. Be Sherlock Holmes with enthusiasm and passion for his work - not Geeves the arrogant English Butler who is the butt of all jokes behind his back. Instead imagine Sherlock Holmes, with that mischievous, fun-loving & engaging smirk of his. Itʼs about loving your work and having fun with the patient. Do not become Geeves! Once you sense the patient is tightly within your Takeaway Frame, it is time to now have fun. Be passionate. Be enthusiastic about chiropractic and enjoy your work. There is nothing as attractive as someone who is enjoying what they do. It is infectious.

42 Another Way to Fail - Incongruent Environment. Remember the story of the French Waiter from Paris? Consider his environment. How important was it for this French Waiter to work in an atmosphere and environment congruent with his Takeaway Frame? He works within a historic restaurant that is lush in its surroundings and swells with pride. Perfect for his Takeaway Frame to be delivered. However... What if instead he had worked in a dingy, run down bistro (with white plastic chairs) while he served patrons in a soiled waiters apron? Wouldnʼt that completely neuter his entire Takeaway Frame and render it ineffective? Yes, it would. His Takeaway Frame must be congruent with the environment otherwise it will back fire.

43 The environment you place the doctor within must be congruent with his Takeaway Frame! In Plain English, do not try to say that you are a successful, indemand, thriving practice yet when I show up the place looks like a dump, it is dingy, the walls are yellowed, with magazines left over from the ʼ80ʼs! That isnʼt going to fly. You better make damn sure that your practice is congruent with your image of a successful vibrant, thriving practice. That is what I mean by Environment. The Takeaway Frame has to be congruent with the environment -- or -- the entire frame will melt away like butter in a frying pan. The most powerful combination. When you start using either the (1) By Referral Only Frame or (2) the Sorry we are not accepting new patients currently Frame, you will find it is an irresistible frame. However, there is a way to take up its power by a factor of ten. That is accomplished by combining everything that you have learned in this report, with my Black Ops Report.

44 Members of PracticeBuildingCenter.com you can download it here: Combining Takeaway Selling with the Black Ops Report makes your practice almost irresistible to a patient. Combining them will make the other practices in town look desperate and unprofessional for easily accepting everyone who comes in! Think about that one! And to insure you are pricing yourself properly, you should also read The Pricing Report which members of PBC can access here: Finally, on the last page of this guide you will find a list of additional Resources should you wish to pursue this subject further. Cheers, Founder: PracticeBuildingCenter.com * WARNING: This report is only for members of PracticeBuildingCenter.com If you have seen someone illegally distributing this report without authorization, please contact us immediately. We want to keep our proprietary methods within the PBC Family. Thanks for your help.

45 Resources Benʼs Apprentice -- My Apprentice Program: Learn the worldʼs most effective case presentation from start to finish. Exclusively taught in Benʼs Apprentice. Pitch Anything -- By Oren Klaff: Excellent book that provided insight into the concept of Frames and enabled me to verbalize the many Takeaway Tactics described in this Guide. Highly recommended. Dan Kennedy -- No B.S. Sales Success: Good overall book on selling and persuasion. Of particular note is the last chapter on Takeaway Selling which contains excellent material that is all applicable to the system taught in this guide. David Sandler -- You Canʼt Teach a Kid to Ride a Bike at A Seminar: Great book more geared toward traditional selling tactics. However David provides genius insight into counteracting resistance through the use of what he calls Going Negative - another word for Takeaway Selling. Recommended. Black Ops Report -- For Members Only of PracticeBuildingCenter.com: This Report explains how to position yourself such that the competition becomes invisible and become invaldated as options for patients. Combine this with the Takeaway Selling Report and a powerful tactical combination. The Pricing Report -- For Members Only of PracticeBuildingCenter.com: This report explains how to properly price your chiropractic services and is a good foundation to have when you begin to implement The Takeaway Selling Report.