April 18, 2025 • 23 mins
Your front desk isn't just answering phones—they're your practice's first sales team, and they might be losing you patients every single day without you realizing it.
In this eye-opening episode, Dr. Enrico Dolcecore tackles the often-overlooked weakness in chiropractic offices: phone conversion. While you might be spending thousands on marketing and generating leads, those efforts go to waste if your front desk can't convert callers into booked appointments.
The hard truth? Most people hang up within eight seconds of calling your office. That's barely enough time to ask about price or insurance before you've lost them forever. But what if you could extend that conversation to 30 seconds or more? That's where the magic happens—transforming cool leads into warm ones ready to book.
Dr. Enrico breaks down exactly how to train your front desk to handle common objections, shift conversations from price to value, and use active listening techniques that build instant rapport. With real-world examples and scripts, he demonstrates how improving your phone conversion from 30% to 50% could mean an additional $30,000 in monthly collections.
"Nobody wants chiropractic, nobody knows what it is, and nobody wants to pay for it," Dr. Enrico states bluntly. That's why your phone skills need to be exceptional—you're not selling Botox where people are already eager to buy. You're selling something most people don't understand yet.
Whether you're handling calls yourself or training a team, this episode provides actionable strategies to turn your reception desk into a high-converting sales machine without sounding pushy or salesy. Ready to stop leaving money on the table? Listen now and transform your practice's first impression.
Have questions about implementing these strategies? Reach out to info@enricod.com and take the first step toward plugging the leakiest bucket in your marketing funnel.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to another episode.
This week we're tackling phonecalls.
Did you know that a singlephone call can make or break
your ability to get a newpatient?
Most chiropractic offices don'trealize this, but their front
desk is actually their firstsales team.
The problem most receptionistsaren't trained in sales at all.
(00:22):
They just answer questions, andthat means you're losing
potential patients every singleday.
Today we're diving into the artof phone sales in your
chiropractic office.
If you've ever wondered why yourphones are ringing but your
schedule isn't filling up, thisepisode is for you.
Please listen in.
I'm Dr Enrico Del Cicori andthis week we're going on to help
(00:44):
you grow and scale yourpractice through your phone
system.
We're tackling a huge weaknessin chiropractic offices and as I
train more and morechiropractors, I'm just learning
of more and more of the mostcommon leaky bucket issues that
are happening with the marketingstream that's going on, and
what you need to do is reviewhow your front desk handles
(01:07):
phone calls.
The truth is, mostreceptionists are great at
answering calls, but not sogreat at converting those calls
into booked appointments, and ifyou're not training them
properly, you're leaving a tonof money on the table.
In this episode, I'm going togive you the exact strategies to
turn your front desk into ahigh converting sales team
without sending pushy or salesycalls to your patients.
(01:30):
We'll cover how to handlecommon objections, how to
respond when someone asks aboutcosts, and even how to structure
your calls for maximumconversions.
As I keep teaching more and morechiropractors in their
businesses on how to grow andscale, the same issues keep
(01:51):
coming up.
One we do advertising andFacebook leads start coming in,
but we don't convert the lead.
So therefore the response onthat is that the leads suck or
the advertising suck, and that'snot true.
Or we're not doing muchmarketing and we're not growing,
or we're not doing muchmarketing.
Or referral're not growing, orwe're not doing much marketing.
We're referral based practiceand we've leveled our practice
into an old time system of justbeing referral based, which is
okay.
Referrals don't require muchwork to convert anyways, and
(02:14):
what we've trained ourselves isthat we should be referral based
practices.
We're chiropractors.
Everyone should be referring us.
We're the greatest thing sincesliced bread.
So it should be easy, and notonly should we have to not
convert.
When they call us, they shouldbe booking an appointment on the
spot.
But times have changed andpeople have a lot of questions
about many different things thatyou're probably not even
(02:35):
thinking about, and whetheryou're solo or you do have a CA
helping you, your CA starts towear many different hats as well
.
Sound familiar?
You're wearing many differenthats as the owner, the CEO, the
chief marketing officer, thechief financial officer, the
chiropractor, the clinician, thecustodian everything that you
wear on your head.
You start to hire help and youstart to throw some of those
(02:56):
hats at them, but what you'redoing is you're not hiring based
on the skill set.
You're basically hiringreceptionists, and if you're
going to hire a receptionist,you better train a receptionist.
But if you're going to hire achiropractic assistant, you
better train a chiropracticassistant.
So it all comes from training,and one of the biggest weak
spots in a chiropractic officeis the front desk phone call.
(03:17):
I'm a huge believer in scriptingand learning scripting and
making it organic.
You shouldn't be reading ascript on the phone to every new
patient that calls, but youshould have a guideline and a
system and procedure on everyquestion that comes into a
chiropractic office.
So training a front desk personstarts with the phone call.
That is the most importantthing the EHR and how to book
(03:39):
and where things are in theoffice, tour and cleaning and
all that.
That stuff is down on the totempole.
It is the calls that they haveto get good at right off the bat
.
And if you're doing modern daymarketing Google ads, facebook
ads, instagram ads, youtube adsand you're getting leads, the
phone system is the mostimportant thing on this and this
is why we're losing people.
(04:01):
Once you get them on the phone,your conversion rate should be
very high because we're nottruly dealing with a cold call
marketing system like callcenters in India and the United
States and Canada and Mexico.
We're not doing those systemswhere people are literally
calling your random cell phonenumbers all day long trying to
make a cold sale.
You don't have to do thisBecause of your marketing.
(04:22):
You're always getting cool.
I call them cool leads becausethey're not truly cold.
They gave you their information.
You're not cold calling themoff a directory.
You're literally calling themand this whole episode is
spurred by some of the randomcalls I've been getting.
It says spam call detected orsometimes they're getting very
savvy with these calls and usingyour local area code number.
(04:44):
So it's the same area code asmy number and I do pick up and
these kids are slick, superslick.
And I just had a call thismorning.
I'm like you know what.
I'm going to get on here and dothis episode, because he
literally said his firstsentence like hey, enrico, I see
that you're running a greatbusiness and you're doing Google
(05:04):
, but you're not capturing theleads the way you should.
You're losing a lot of yourGoogle leads from what you're
doing.
Do you have time to set up acall to talk to me so I can help
you?
I'm local here in Tampa.
That was it.
Before I could say a word, myresponse was man, you guys are
slick.
We got into a conversation.
He got me into the conversation.
(05:25):
I said I'm already doing my ads, I'm already doing this stuff.
So, yeah, I see that.
But when people don't book,call your office or don't leave
you their contact information,they bounce and you have no way
of catching those bounces.
It was like, okay, well, maybeyou're right, he got me, the
little sucker got me, and nowwe're booked in for a Zoom next
week on Wednesday.
(05:45):
But they got me and what I'mdoing is I don't have time for
this anymore, and neither do you, and you bounce a lot of these
calls.
But I'm diving into the peoplewho can get me and they're all
wasting my time at the end of it.
I'm just going to give you theclosing comments on that.
Each and every conversation Ihave with them in the Zoom
meeting, they're wasting my time.
They've got a $2,000 offer permonth to do this and have that
(06:07):
widget on your website andthey'll catch things with AI
bots.
And, trust me, I'm on the phoneall the time trying to keep up.
There is nothing new, folks.
Everything that you see inmarketing is what it is Facebook
ads, google ads.
Ai is not.
There's no advancements in AI.
It's chatbots that areanswering questions frequently.
That's as far as we come withit.
So don't worry, you're notmissing out on anything.
(06:29):
Don't get suckered intoanything when they say AI or
autoresponders or anything likethat.
Nothing has advanced in thelast two years.
It's the exact same stuff.
They're just quicker and moreefficient.
So, getting into your front desk, you're not hiring people based
on their cold call strengths.
What you're doing is you'rehiring people based on a
(06:49):
chiropractic assistant typething.
Are they outgoing, are theyextroverted, are they good with
people?
Do they have social skills?
Those are the basic things, andif they meet those check marks,
they pretty much got the job.
In a chiropractic office,there's really no qualifications
when it comes to it.
Let's just be honest withourselves.
So once they come in, you maybe picky based on your previous
experience with other people,but the benchmark to hire
(07:12):
someone is just them beingsocial and bubbly and
presentable and represent yourbusiness well.
Unfortunately, that's notenough to help you with the
efforts that you put into thisand that's why you keep spinning
your wheels.
So phone calls are a crucialpart of the sales process, every
sales process.
Even if you get a referral fromSally and Becky calls and she's
(07:33):
like, hey, I'd like to book anappointment with the doctor, the
next few words can make orbreak that appointment and
typically with a referral, it'svery hard to screw this up.
Hey, becky, I'm glad you werereferred to us.
Who referred you?
Sally?
Oh my gosh.
We love Sally.
She's the best.
She's the bee's knees.
Let's get you in.
That's simple, right.
We wish our practices were likethis.
(07:55):
Just Sally just keeps referringevery day.
That's all she does.
But we need to get referralsfrom all parts that.
We need to do advertising fromall parts to get people in.
So common mistakes thatchiropractic offices make, when
you know holding all calls we'regoing to dive into this.
We need to train ourreceptionists to be salespeople.
I know some of you are likereceptionists Don't use that
word.
We don't hire, yes, you do.
(08:16):
They are at your reception deskreceiving customers, like
that's what a receptionist does,either by phone or in person or
email.
So not just informationproviders.
We train our front desk.
So I like the remarkablepractice.
I went to a couple of theirseminars.
I like the way they defined theroles in the office.
(08:37):
They had a front desk check-inperson, a back-end check-out
person, office manager, and theydefined the roles and it was
great.
They said a front desk officeperson is the classical
receptionist.
That needs to be trained onthis stuff and not just answer
questions.
That's step one.
Know how to answer all thequestions that are most common
(08:58):
that come into the office.
How much does it cost?
Do you take this insurance?
Do you take Medicare?
Do I need this?
Do I need a referral?
Like knowing the answers andhow to respond.
Yes, but then having a level upon how to be the most Epic call
center person is what you needto think about, like this guy
that called me this morning.
That's the training that youneed to do.
So what I'm learning from thesecalls and taking them and
(09:19):
wasting my time it's not reallywasting my time.
I get to come back to my teamand train them even stronger to
be salespeople for our office.
Whether you like the word salesor not, you're in the selling
business, especiallychiropractic.
Nobody wants you, nobody caresabout chiropractic.
You better be a good seller tosell chiropractic.
I'm not saying chiropractic isa bad thing.
I'm saying nobody knows what itis, nobody wants it and nobody
(09:41):
wants to pay for it.
So you're at a loss right there.
You're not Botox.
If you were Botox, you don'thave to do much.
People just will come to you.
But you're not.
You're chiropractic.
Nobody wants it.
I know what you're hearing.
I know you're getting upset,but it's the truth.
So we have to be goodsalespeople.
They have to be able to teachthem to control the conversation
(10:03):
instead of just answering thequestions, and develop a script
that leads the caller towardsbooking an appointment,
especially if you're doingFacebook ads when you get these
leads on the phone.
We have to have a system tothis.
Yes, they gave you theirinformation.
Yes, they gave you their email.
You're like why are they notbooking an appointment?
Why are they saying no, notinterested?
You just filled out our leadform 12 hours ago, like
(10:24):
yesterday, and I'm calling youthis morning like why are you
not booking an appointment?
We get frustrated.
But it's really the salesfunnel is the lead generation,
the ad copy, the video, thepicture that we use, the form
that they click or the landingpages that they land on, the
text messages that they getimmediately after filling out
the form, the emails that theyclick or the landing pages that
they land on the, the textmessages that they get
(10:44):
immediately after filling outthe form, the emails that they
get and the phone script thatthey get.
This is that's the entire set.
That's the whole bundled,ribbon and bowed present of
marketing delivering that across.
What is in this thing?
How is it wrapped, how is itbowed?
How is it tied up?
What's the gift?
Inside?
It's chiropractic guys, andinside of this box it's inside.
(11:07):
You just got to make the boxlook as sharp as possible and as
beautiful as possible when youdeliver this to them on their
first, first time.
So when they see this, they'relike, wow, I got to open this up
and many of us are giving themthis thing in this cardboard box
wrapped with newspaper andwe're wondering why they're like
well, what is this?
What are those called?
Where you put poop in the bagand you put it on the front
(11:27):
doorstep and Billy Madison stepson it?
Yeah, okay that they'rewondering if it's that.
Okay, that's the whole issuethere.
Active listening and engagementtechniques we have to build
these.
And even for you you take callsin your office having these
skills of actively engagingpeople in a conversation is huge
.
Mirroring and matching thecaller's tone to build rapport.
(11:49):
If this person's coming in withenergy and they're loud,
respond with energy and loud.
If they're coming in soft andgentle, respond soft and gentle.
Teaching these skills arecommon sense.
But if you don't have this inyour training and systems
procedures, once every quarterwith your team being hey guys,
let's review, call scripting Notthe exact scripting, because
(12:09):
they have that in front of themand they're good at it, but the
tone, the conversation, valuethese types of things in your
training.
It only takes a few minutes, afew minutes every couple of
months, asking open-endedquestions instead of just
answering.
How much does it cost?
Oh, it's $85 for a visit.
It didn't get you nowherebecause they just called
(12:30):
somewhere else where it's $65 avisit and they're like well,
hang on a second, so doing thatis not the best strategy.
So having the scripting forthat, handling the how much does
it cost, we got to do thiseffectively.
Whether you take insurance ornot, shifting the conversation
from price to value is thepriority in this conversation.
We have to change the entireconversation from the first
second.
(12:50):
Hey, I'm looking to become anew patient.
How much is it for a newpatient?
These people are very direct,right?
They're not wasting time.
And we got to respond that thatdepends on your specific needs.
Have you had chiropractic carebefore?
Depends, you got you got to.
You got to read theconversation.
How much does it cost?
Well, if they're allowed, andand direct and a type a
(13:13):
personality, I would respondwith this.
I'd be like oh, our exams are200.
They include x-rays, thermalscanning, orthopedic testing,
chiropractic evaluation exam andthe virtual consult that the
doctor will call you beforehand.
But everything is dependent onhow, uh, what you need for your
specific needs and yourcondition.
So it's 200 for that first day.
(13:33):
No surprises there.
But how can I get some moreinformation from you to tell me
what's going on so we can helpyou even better.
And our front desk does that.
Overcoming objections, becauseonce you get into good
conversations you're going toget objections.
You should get objections.
Type A personalities willobject.
Other personalities may just bequiet.
They may not object becausethey don't want conflict.
(13:54):
But common objections are costtime and skepticism.
Once your front desk gets intoconversations, they'll be like
yeah, my feet are numb.
They've been numb for two yearsafter the surgery I had.
I've been to a few doctors,nothing's really getting better.
That's skepticism.
That's like, hey, nothing'sgetting better.
(14:15):
I read something aboutchiropractic.
Are you guys familiar with this, your front desk being like
that sounds like pins andneedles.
That sounds like neuropathy.
I mean, we have a wholeneuropathy program here in the
office.
Don't want to get you tooexcited, but I think you should
talk to the doctor, right?
That's where this conversationis.
Yeah, that'd be great.
You want me to book thatvirtual console?
(14:35):
You don't have to book the $200exam, but let me get that
console booked in for you withDr D and talk more about that.
I'm the office manager here.
He's the doctor.
You want to talk to him.
How to respond in a way thatturns hesitancy into curiosity.
Always leave the person curiousright, and then we want to get
into this.
The best way to do this ishaving role-playing and call
reviews.
Having hidden shoppers I lovethat If you can find someone
(14:59):
that you trust and isknowledgeable in this and your
team doesn't know.
Having them come in as a hiddenchopper or a hidden caller
every now and then plays a greatrole.
Having your family do it, youknow.
Having your mom hey mom, canyou do me a little favor?
Can you call the office andjust pretend like you want to be
a new patient and just getthese one, two, three points
from it and see how well theyrespond to these?
(15:19):
This is what they should sayand my mom's actually done it.
Implementing weekly call reviewswith your team and practicing
scripts and real life scenariosto improve conversation rates
You'll find yourself, if you doFacebook marketing, you're going
to find yourself delving intothis very quickly because it is
a problem for your team.
I know it is Leads, trying toconvert leads to patients.
(15:41):
This is it.
This is where I'm trying to gowith this podcast is like if we
get this good, you can have yourown internal call team that's
ready to rock and roll and buildthese leads into new patients
so that way your 30% conversionrate can turn to a 50%
conversion rate.
What does 20% do for you In ouroffice?
100 plus leads per month off ofFacebook just consistently
(16:02):
generating it.
I'm exhausted just talking aboutthis stuff and then getting
someone's 30 new patients, 35new patients, 45 new patients,
55 new patients.
Trust me, the differencebetween 30 and 55 is a huge deal
.
We're talking about $30,000 incollections.
(16:23):
That's different.
I don't know what that meansfor you guys.
Some of you, you know, do sixfigures a month and you're like
well, 30, an extra 30 K would benice.
Some of you do 50K a month.
An extra 30K is monumental.
Some of you do 30K a month.
An extra 30K doubles yourbusiness.
So I don't know where you're atthere, but that's the numbers.
If you have a 2000 case valueaverage that's how I got that
number Implementing weekly callreviews with your team and doing
(16:44):
these real life scenarioconversations go a long way.
Then we need to track andmeasure success.
So having a good CRM, like Go,high Level or whatever you're
using in your office to followthe lead journey for each and
every lead, you need to know howmany of these leads are being
engaged, how many of them arecold?
(17:05):
How many of them never respond,so that you can truly gauge
your marketing.
And that's how you fine tunethe volume on your marketing
dollars.
Do we have to increase ad spendor do we have to decrease ad
spend?
Do we have to do more varietyof ads?
Do we keep the same funnelgoing?
These are how you change things.
Once you dial it in, you've gotthe base, the treble, the
(17:28):
volume all working.
It's like man we are jammingnow.
So that's what we want to dothere Using call logs.
If you use Excel in books, thatworks well.
We have a paper and pen bookfor every call that comes in,
every call that comes into theoffice.
Some days we have 100 pluscalls.
They write down on a piece ofpaper 1107 AM.
(17:49):
Mary called 1109 AM.
John called 1115 AM.
They're just quickly jotting itdown so you can go back and be
like did we call?
Did we have a conversation withit?
This is great.
I've been doing that for 15years.
The call log book, settingconversation goals for your
front desk like setting actualgoals.
(18:09):
Can you get them to this partin the scripting funnel on the
phone and these conversationsare just a few minutes.
It's not like they're on thephone forever.
Can you get them and keep themon the phone for more than 30
seconds?
Most people bounce within eightseconds.
In a chiropractic office it'seight seconds.
They'll call, they'll ask aquestion and the price is either
responded or no.
(18:30):
We don't take insurance, orboom and the and the call's done
in eight seconds.
How do you get them past theeight second mark?
And then the magic number is 30.
Cause now, at 30 seconds, we'veanswered a couple questions.
Now they're engaged.
You've turned the cool leadinto a warm lead, which is
absolutely fantastic.
And then, lastly but not least,using up follow-ups to
(18:51):
re-engage cold leads.
Once you have a superstarthat's on the phone now, your
recall system becomes evenbetter.
Now you've got somebody who'smaking the calls.
Even their voicemails are goingto be home runs.
Hey, sally, it's Brittany fromFull Life Chiropractic.
I haven't seen you in a coupleof years.
That's right back when Istarted, I was going through an
(19:11):
audit and your name popped up.
It reminded me of that timewhen you had the baby and you
guys came on in.
You told me all about thatformula and I haven't forgot
about that.
I'm just making sure you guysare okay.
What's new with you?
Could you call me back?
Give me an update?
That'd be super cool.
Oh, me an update.
That'd be super cool.
Oh my God, come on, who's notgoing to respond to that
voicemail?
Hey, sally, it's Brittany fromFull Life Carburetor.
(19:32):
I haven't seen you in two years.
It's time for a spinal checkup.
It's time for your wellnessexams.
It's time for your subluxationsto be removed.
That's not going to go very farat all.
Okay, so from this podcast, alittle passionate.
But I'm glad that guy called methis morning.
It inspired this podcast and Iwas like man, what, how great is
(19:52):
this good sales team,especially in this day and age,
to actually one to get me on thephone?
I ended the conversation withlike how did you get this number
?
It was my cell number.
He's like I went on uh, findthe real me, or find find the
real personcom or something.
He's going to show me how hedid it.
I'm like you got to show me howyou do it.
I don't want to talk to you.
He said, okay, I looked at theowner, went to sunbizcom, the
(20:15):
Florida business website, lookedup who the owner was, and then
he just kind of reverseengineered and found my phone
number and because of that I'mnow on a Zoom call with them,
which is the potential ofturning into a sale for them,
which will not.
I know I'm not giving them mymoney, but that's just the way
(20:36):
it's going to go.
So how can you take this andbuild your call team to decrease
frustrations in your business,not just from Facebook ads, but
imagine converting an extrapatient every week or every
month because of just the rockstar person at the front that
can just answer the questionsand get them into an engaging
and emotional conversation.
By the end of it saying, man,it really sounds like your life
(20:58):
could change.
If you meet Dr Enrico, let meget you booked in.
What days work best for you?
And that's why we do thevirtual consult.
In case they're like, no, I'mnot ready to book in.
200 is a little steep, I don'twant to do that.
Um, you know we have thingslike that and they'll leave.
They'll say, hey, price was anissue.
And when I call them, I callthem up.
Hey, sally, what's going on?
(21:18):
I heard you.
Your feet are numb.
What's going on?
Boom, boom, boom, boom, opqrsd.
They tell me life.
I mean, let's get this going.
This is a no brainer for you.
It's a home run.
We tackled the objection.
The price is now not tooexpensive.
It's too cheap.
For 200 bucks we're going tochange your life and we're like
(21:42):
holy smokes.
Sign me up, doc.
And that's the emotional.
We get so busy in our office.
It's tough to do this for 55new patients a month.
Trust me, I know, I know it'stough.
Some of you are listening tothis and you get 10 new patients
a month.
You can do this and you canbuild such great training and
systems and procedures that whenyou do scale and you start to
grow and you grow and you needto hire another front desk
(22:04):
person or a backend check-inperson, the training is going to
be so much faster and so muchconcise and so much precision in
it that they're going to hitthe ground running faster than
anyone else.
And bringing people onto yourteam won't be a grind like it
always is, because we're stuckin our ways and once we hire
people, we just teach them theold ways and we wonder why we
(22:24):
grind.
And employment is the mostexpensive part of running a
business is employees.
Coming and going is the worst.
A revolving door is a great wayto fall into the negative and
crash a business.
It really is.
So keeping good people andtraining good people goes a long
way.
I know I'm preaching to thechoir.
Have a great week.
Keep doing what you're doing.
We're here for you.
Go to info at enricodeecom ifyou have any questions.
Welcome to another episode.
This week we're tackling phonecalls.
Did you know that a singlephone call can make or break
your ability to get a newpatient?
Most chiropractic offices don'trealize this, but their front
desk is actually their firstsales team.
The problem most receptionistsaren't trained in sales at all.
(00:22):
They just answer questions, andthat means you're losing
potential patients every singleday.
Today we're diving into the artof phone sales in your
chiropractic office.
If you've ever wondered why yourphones are ringing but your
schedule isn't filling up, thisepisode is for you.
Please listen in.
I'm Dr Enrico Del Cicori andthis week we're going on to help
(00:44):
you grow and scale yourpractice through your phone
system.
We're tackling a huge weaknessin chiropractic offices and as I
train more and morechiropractors, I'm just learning
of more and more of the mostcommon leaky bucket issues that
are happening with the marketingstream that's going on, and
what you need to do is reviewhow your front desk handles
(01:07):
phone calls.
The truth is, mostreceptionists are great at
answering calls, but not sogreat at converting those calls
into booked appointments, and ifyou're not training them
properly, you're leaving a tonof money on the table.
In this episode, I'm going togive you the exact strategies to
turn your front desk into ahigh converting sales team
without sending pushy or salesycalls to your patients.
(01:30):
We'll cover how to handlecommon objections, how to
respond when someone asks aboutcosts, and even how to structure
your calls for maximumconversions.
As I keep teaching more and morechiropractors in their
businesses on how to grow andscale, the same issues keep
(01:51):
coming up.
One we do advertising andFacebook leads start coming in,
but we don't convert the lead.
So therefore the response onthat is that the leads suck or
the advertising suck, and that'snot true.
Or we're not doing muchmarketing and we're not growing,
or we're not doing muchmarketing.
Or referral're not growing, orwe're not doing much marketing.
We're referral based practiceand we've leveled our practice
into an old time system of justbeing referral based, which is
okay.
Referrals don't require muchwork to convert anyways, and
(02:14):
what we've trained ourselves isthat we should be referral based
practices.
We're chiropractors.
Everyone should be referring us.
We're the greatest thing sincesliced bread.
So it should be easy, and notonly should we have to not
convert.
When they call us, they shouldbe booking an appointment on the
spot.
But times have changed andpeople have a lot of questions
about many different things thatyou're probably not even
(02:35):
thinking about, and whetheryou're solo or you do have a CA
helping you, your CA starts towear many different hats as well
.
Sound familiar?
You're wearing many differenthats as the owner, the CEO, the
chief marketing officer, thechief financial officer, the
chiropractor, the clinician, thecustodian everything that you
wear on your head.
You start to hire help and youstart to throw some of those
(02:56):
hats at them, but what you'redoing is you're not hiring based
on the skill set.
You're basically hiringreceptionists, and if you're
going to hire a receptionist,you better train a receptionist.
But if you're going to hire achiropractic assistant, you
better train a chiropracticassistant.
So it all comes from training,and one of the biggest weak
spots in a chiropractic officeis the front desk phone call.
(03:17):
I'm a huge believer in scriptingand learning scripting and
making it organic.
You shouldn't be reading ascript on the phone to every new
patient that calls, but youshould have a guideline and a
system and procedure on everyquestion that comes into a
chiropractic office.
So training a front desk personstarts with the phone call.
That is the most importantthing the EHR and how to book
(03:39):
and where things are in theoffice, tour and cleaning and
all that.
That stuff is down on the totempole.
It is the calls that they haveto get good at right off the bat
.
And if you're doing modern daymarketing Google ads, facebook
ads, instagram ads, youtube adsand you're getting leads, the
phone system is the mostimportant thing on this and this
is why we're losing people.
(04:01):
Once you get them on the phone,your conversion rate should be
very high because we're nottruly dealing with a cold call
marketing system like callcenters in India and the United
States and Canada and Mexico.
We're not doing those systemswhere people are literally
calling your random cell phonenumbers all day long trying to
make a cold sale.
You don't have to do thisBecause of your marketing.
(04:22):
You're always getting cool.
I call them cool leads becausethey're not truly cold.
They gave you their information.
You're not cold calling themoff a directory.
You're literally calling themand this whole episode is
spurred by some of the randomcalls I've been getting.
It says spam call detected orsometimes they're getting very
savvy with these calls and usingyour local area code number.
(04:44):
So it's the same area code asmy number and I do pick up and
these kids are slick, superslick.
And I just had a call thismorning.
I'm like you know what.
I'm going to get on here and dothis episode, because he
literally said his firstsentence like hey, enrico, I see
that you're running a greatbusiness and you're doing Google
(05:04):
, but you're not capturing theleads the way you should.
You're losing a lot of yourGoogle leads from what you're
doing.
Do you have time to set up acall to talk to me so I can help
you?
I'm local here in Tampa.
That was it.
Before I could say a word, myresponse was man, you guys are
slick.
We got into a conversation.
He got me into the conversation.
(05:25):
I said I'm already doing my ads, I'm already doing this stuff.
So, yeah, I see that.
But when people don't book,call your office or don't leave
you their contact information,they bounce and you have no way
of catching those bounces.
It was like, okay, well, maybeyou're right, he got me, the
little sucker got me, and nowwe're booked in for a Zoom next
week on Wednesday.
(05:45):
But they got me and what I'mdoing is I don't have time for
this anymore, and neither do you, and you bounce a lot of these
calls.
But I'm diving into the peoplewho can get me and they're all
wasting my time at the end of it.
I'm just going to give you theclosing comments on that.
Each and every conversation Ihave with them in the Zoom
meeting, they're wasting my time.
They've got a $2,000 offer permonth to do this and have that
(06:07):
widget on your website andthey'll catch things with AI
bots.
And, trust me, I'm on the phoneall the time trying to keep up.
There is nothing new, folks.
Everything that you see inmarketing is what it is Facebook
ads, google ads.
Ai is not.
There's no advancements in AI.
It's chatbots that areanswering questions frequently.
That's as far as we come withit.
So don't worry, you're notmissing out on anything.
(06:29):
Don't get suckered intoanything when they say AI or
autoresponders or anything likethat.
Nothing has advanced in thelast two years.
It's the exact same stuff.
They're just quicker and moreefficient.
So, getting into your front desk, you're not hiring people based
on their cold call strengths.
What you're doing is you'rehiring people based on a
(06:49):
chiropractic assistant typething.
Are they outgoing, are theyextroverted, are they good with
people?
Do they have social skills?
Those are the basic things, andif they meet those check marks,
they pretty much got the job.
In a chiropractic office,there's really no qualifications
when it comes to it.
Let's just be honest withourselves.
So once they come in, you maybe picky based on your previous
experience with other people,but the benchmark to hire
(07:12):
someone is just them beingsocial and bubbly and
presentable and represent yourbusiness well.
Unfortunately, that's notenough to help you with the
efforts that you put into thisand that's why you keep spinning
your wheels.
So phone calls are a crucialpart of the sales process, every
sales process.
Even if you get a referral fromSally and Becky calls and she's
(07:33):
like, hey, I'd like to book anappointment with the doctor, the
next few words can make orbreak that appointment and
typically with a referral, it'svery hard to screw this up.
Hey, becky, I'm glad you werereferred to us.
Who referred you?
Sally?
Oh my gosh.
We love Sally.
She's the best.
She's the bee's knees.
Let's get you in.
That's simple, right.
We wish our practices were likethis.
(07:55):
Just Sally just keeps referringevery day.
That's all she does.
But we need to get referralsfrom all parts that.
We need to do advertising fromall parts to get people in.
So common mistakes thatchiropractic offices make, when
you know holding all calls we'regoing to dive into this.
We need to train ourreceptionists to be salespeople.
I know some of you are likereceptionists Don't use that
word.
We don't hire, yes, you do.
(08:16):
They are at your reception deskreceiving customers, like
that's what a receptionist does,either by phone or in person or
email.
So not just informationproviders.
We train our front desk.
So I like the remarkablepractice.
I went to a couple of theirseminars.
I like the way they defined theroles in the office.
(08:37):
They had a front desk check-inperson, a back-end check-out
person, office manager, and theydefined the roles and it was
great.
They said a front desk officeperson is the classical
receptionist.
That needs to be trained onthis stuff and not just answer
questions.
That's step one.
Know how to answer all thequestions that are most common
(08:58):
that come into the office.
How much does it cost?
Do you take this insurance?
Do you take Medicare?
Do I need this?
Do I need a referral?
Like knowing the answers andhow to respond.
Yes, but then having a level upon how to be the most Epic call
center person is what you needto think about, like this guy
that called me this morning.
That's the training that youneed to do.
So what I'm learning from thesecalls and taking them and
(09:19):
wasting my time it's not reallywasting my time.
I get to come back to my teamand train them even stronger to
be salespeople for our office.
Whether you like the word salesor not, you're in the selling
business, especiallychiropractic.
Nobody wants you, nobody caresabout chiropractic.
You better be a good seller tosell chiropractic.
I'm not saying chiropractic isa bad thing.
I'm saying nobody knows what itis, nobody wants it and nobody
(09:41):
wants to pay for it.
So you're at a loss right there.
You're not Botox.
If you were Botox, you don'thave to do much.
People just will come to you.
But you're not.
You're chiropractic.
Nobody wants it.
I know what you're hearing.
I know you're getting upset,but it's the truth.
So we have to be goodsalespeople.
They have to be able to teachthem to control the conversation
(10:03):
instead of just answering thequestions, and develop a script
that leads the caller towardsbooking an appointment,
especially if you're doingFacebook ads when you get these
leads on the phone.
We have to have a system tothis.
Yes, they gave you theirinformation.
Yes, they gave you their email.
You're like why are they notbooking an appointment?
Why are they saying no, notinterested?
You just filled out our leadform 12 hours ago, like
(10:24):
yesterday, and I'm calling youthis morning like why are you
not booking an appointment?
We get frustrated.
But it's really the salesfunnel is the lead generation,
the ad copy, the video, thepicture that we use, the form
that they click or the landingpages that they land on, the
text messages that they getimmediately after filling out
the form, the emails that theyclick or the landing pages that
they land on the, the textmessages that they get
(10:44):
immediately after filling outthe form, the emails that they
get and the phone script thatthey get.
This is that's the entire set.
That's the whole bundled,ribbon and bowed present of
marketing delivering that across.
What is in this thing?
How is it wrapped, how is itbowed?
How is it tied up?
What's the gift?
Inside?
It's chiropractic guys, andinside of this box it's inside.
(11:07):
You just got to make the boxlook as sharp as possible and as
beautiful as possible when youdeliver this to them on their
first, first time.
So when they see this, they'relike, wow, I got to open this up
and many of us are giving themthis thing in this cardboard box
wrapped with newspaper andwe're wondering why they're like
well, what is this?
What are those called?
Where you put poop in the bagand you put it on the front
(11:27):
doorstep and Billy Madison stepson it?
Yeah, okay that they'rewondering if it's that.
Okay, that's the whole issuethere.
Active listening and engagementtechniques we have to build
these.
And even for you you take callsin your office having these
skills of actively engagingpeople in a conversation is huge
.
Mirroring and matching thecaller's tone to build rapport.
(11:49):
If this person's coming in withenergy and they're loud,
respond with energy and loud.
If they're coming in soft andgentle, respond soft and gentle.
Teaching these skills arecommon sense.
But if you don't have this inyour training and systems
procedures, once every quarterwith your team being hey guys,
let's review, call scripting Notthe exact scripting, because
(12:09):
they have that in front of themand they're good at it, but the
tone, the conversation, valuethese types of things in your
training.
It only takes a few minutes, afew minutes every couple of
months, asking open-endedquestions instead of just
answering.
How much does it cost?
Oh, it's $85 for a visit.
It didn't get you nowherebecause they just called
(12:30):
somewhere else where it's $65 avisit and they're like well,
hang on a second, so doing thatis not the best strategy.
So having the scripting forthat, handling the how much does
it cost, we got to do thiseffectively.
Whether you take insurance ornot, shifting the conversation
from price to value is thepriority in this conversation.
We have to change the entireconversation from the first
second.
(12:50):
Hey, I'm looking to become anew patient.
How much is it for a newpatient?
These people are very direct,right?
They're not wasting time.
And we got to respond that thatdepends on your specific needs.
Have you had chiropractic carebefore?
Depends, you got you got to.
You got to read theconversation.
How much does it cost?
Well, if they're allowed, andand direct and a type a
(13:13):
personality, I would respondwith this.
I'd be like oh, our exams are200.
They include x-rays, thermalscanning, orthopedic testing,
chiropractic evaluation exam andthe virtual consult that the
doctor will call you beforehand.
But everything is dependent onhow, uh, what you need for your
specific needs and yourcondition.
So it's 200 for that first day.
(13:33):
No surprises there.
But how can I get some moreinformation from you to tell me
what's going on so we can helpyou even better.
And our front desk does that.
Overcoming objections, becauseonce you get into good
conversations you're going toget objections.
You should get objections.
Type A personalities willobject.
Other personalities may just bequiet.
They may not object becausethey don't want conflict.
(13:54):
But common objections are costtime and skepticism.
Once your front desk gets intoconversations, they'll be like
yeah, my feet are numb.
They've been numb for two yearsafter the surgery I had.
I've been to a few doctors,nothing's really getting better.
That's skepticism.
That's like, hey, nothing'sgetting better.
(14:15):
I read something aboutchiropractic.
Are you guys familiar with this, your front desk being like
that sounds like pins andneedles.
That sounds like neuropathy.
I mean, we have a wholeneuropathy program here in the
office.
Don't want to get you tooexcited, but I think you should
talk to the doctor, right?
That's where this conversationis.
Yeah, that'd be great.
You want me to book thatvirtual console?
(14:35):
You don't have to book the $200exam, but let me get that
console booked in for you withDr D and talk more about that.
I'm the office manager here.
He's the doctor.
You want to talk to him.
How to respond in a way thatturns hesitancy into curiosity.
Always leave the person curiousright, and then we want to get
into this.
The best way to do this ishaving role-playing and call
reviews.
Having hidden shoppers I lovethat If you can find someone
(14:59):
that you trust and isknowledgeable in this and your
team doesn't know.
Having them come in as a hiddenchopper or a hidden caller
every now and then plays a greatrole.
Having your family do it, youknow.
Having your mom hey mom, canyou do me a little favor?
Can you call the office andjust pretend like you want to be
a new patient and just getthese one, two, three points
from it and see how well theyrespond to these?
(15:19):
This is what they should sayand my mom's actually done it.
Implementing weekly call reviewswith your team and practicing
scripts and real life scenariosto improve conversation rates
You'll find yourself, if you doFacebook marketing, you're going
to find yourself delving intothis very quickly because it is
a problem for your team.
I know it is Leads, trying toconvert leads to patients.
(15:41):
This is it.
This is where I'm trying to gowith this podcast is like if we
get this good, you can have yourown internal call team that's
ready to rock and roll and buildthese leads into new patients
so that way your 30% conversionrate can turn to a 50%
conversion rate.
What does 20% do for you In ouroffice?
100 plus leads per month off ofFacebook just consistently
(16:02):
generating it.
I'm exhausted just talking aboutthis stuff and then getting
someone's 30 new patients, 35new patients, 45 new patients,
55 new patients.
Trust me, the differencebetween 30 and 55 is a huge deal
.
We're talking about $30,000 incollections.
(16:23):
That's different.
I don't know what that meansfor you guys.
Some of you, you know, do sixfigures a month and you're like
well, 30, an extra 30 K would benice.
Some of you do 50K a month.
An extra 30K is monumental.
Some of you do 30K a month.
An extra 30K doubles yourbusiness.
So I don't know where you're atthere, but that's the numbers.
If you have a 2000 case valueaverage that's how I got that
number Implementing weekly callreviews with your team and doing
(16:44):
these real life scenarioconversations go a long way.
Then we need to track andmeasure success.
So having a good CRM, like Go,high Level or whatever you're
using in your office to followthe lead journey for each and
every lead, you need to know howmany of these leads are being
engaged, how many of them arecold?
(17:05):
How many of them never respond,so that you can truly gauge
your marketing.
And that's how you fine tunethe volume on your marketing
dollars.
Do we have to increase ad spendor do we have to decrease ad
spend?
Do we have to do more varietyof ads?
Do we keep the same funnelgoing?
These are how you change things.
Once you dial it in, you've gotthe base, the treble, the
(17:28):
volume all working.
It's like man we are jammingnow.
So that's what we want to dothere Using call logs.
If you use Excel in books, thatworks well.
We have a paper and pen bookfor every call that comes in,
every call that comes into theoffice.
Some days we have 100 pluscalls.
They write down on a piece ofpaper 1107 AM.
(17:49):
Mary called 1109 AM.
John called 1115 AM.
They're just quickly jotting itdown so you can go back and be
like did we call?
Did we have a conversation withit?
This is great.
I've been doing that for 15years.
The call log book, settingconversation goals for your
front desk like setting actualgoals.
(18:09):
Can you get them to this partin the scripting funnel on the
phone and these conversationsare just a few minutes.
It's not like they're on thephone forever.
Can you get them and keep themon the phone for more than 30
seconds?
Most people bounce within eightseconds.
In a chiropractic office it'seight seconds.
They'll call, they'll ask aquestion and the price is either
responded or no.
(18:30):
We don't take insurance, orboom and the and the call's done
in eight seconds.
How do you get them past theeight second mark?
And then the magic number is 30.
Cause now, at 30 seconds, we'veanswered a couple questions.
Now they're engaged.
You've turned the cool leadinto a warm lead, which is
absolutely fantastic.
And then, lastly but not least,using up follow-ups to
(18:51):
re-engage cold leads.
Once you have a superstarthat's on the phone now, your
recall system becomes evenbetter.
Now you've got somebody who'smaking the calls.
Even their voicemails are goingto be home runs.
Hey, sally, it's Brittany fromFull Life Chiropractic.
I haven't seen you in a coupleof years.
That's right back when Istarted, I was going through an
(19:11):
audit and your name popped up.
It reminded me of that timewhen you had the baby and you
guys came on in.
You told me all about thatformula and I haven't forgot
about that.
I'm just making sure you guysare okay.
What's new with you?
Could you call me back?
Give me an update?
That'd be super cool.
Oh, me an update.
That'd be super cool.
Oh my God, come on, who's notgoing to respond to that
voicemail?
Hey, sally, it's Brittany fromFull Life Carburetor.
(19:32):
I haven't seen you in two years.
It's time for a spinal checkup.
It's time for your wellnessexams.
It's time for your subluxationsto be removed.
That's not going to go very farat all.
Okay, so from this podcast, alittle passionate.
But I'm glad that guy called methis morning.
It inspired this podcast and Iwas like man, what, how great is
(19:52):
this good sales team,especially in this day and age,
to actually one to get me on thephone?
I ended the conversation withlike how did you get this number
?
It was my cell number.
He's like I went on uh, findthe real me, or find find the
real personcom or something.
He's going to show me how hedid it.
I'm like you got to show me howyou do it.
I don't want to talk to you.
He said, okay, I looked at theowner, went to sunbizcom, the
(20:15):
Florida business website, lookedup who the owner was, and then
he just kind of reverseengineered and found my phone
number and because of that I'mnow on a Zoom call with them,
which is the potential ofturning into a sale for them,
which will not.
I know I'm not giving them mymoney, but that's just the way
(20:36):
it's going to go.
So how can you take this andbuild your call team to decrease
frustrations in your business,not just from Facebook ads, but
imagine converting an extrapatient every week or every
month because of just the rockstar person at the front that
can just answer the questionsand get them into an engaging
and emotional conversation.
By the end of it saying, man,it really sounds like your life
(20:58):
could change.
If you meet Dr Enrico, let meget you booked in.
What days work best for you?
And that's why we do thevirtual consult.
In case they're like, no, I'mnot ready to book in.
200 is a little steep, I don'twant to do that.
Um, you know we have thingslike that and they'll leave.
They'll say, hey, price was anissue.
And when I call them, I callthem up.
Hey, sally, what's going on?
(21:18):
I heard you.
Your feet are numb.
What's going on?
Boom, boom, boom, boom, opqrsd.
They tell me life.
I mean, let's get this going.
This is a no brainer for you.
It's a home run.
We tackled the objection.
The price is now not tooexpensive.
It's too cheap.
For 200 bucks we're going tochange your life and we're like
(21:42):
holy smokes.
Sign me up, doc.
And that's the emotional.
We get so busy in our office.
It's tough to do this for 55new patients a month.
Trust me, I know, I know it'stough.
Some of you are listening tothis and you get 10 new patients
a month.
You can do this and you canbuild such great training and
systems and procedures that whenyou do scale and you start to
grow and you grow and you needto hire another front desk
(22:04):
person or a backend check-inperson, the training is going to
be so much faster and so muchconcise and so much precision in
it that they're going to hitthe ground running faster than
anyone else.
And bringing people onto yourteam won't be a grind like it
always is, because we're stuckin our ways and once we hire
people, we just teach them theold ways and we wonder why we
(22:24):
grind.
And employment is the mostexpensive part of running a
business is employees.
Coming and going is the worst.
A revolving door is a great wayto fall into the negative and
crash a business.
It really is.
So keeping good people andtraining good people goes a long
way.
I know I'm preaching to thechoir.
Have a great week.
Keep doing what you're doing.
We're here for you.
Go to info at enricodeecom ifyou have any questions.
Popular Podcasts
40s and Free Agents: NFL Draft Season
Daniel Jeremiah of Move the Sticks and Gregg Rosenthal of NFL Daily join forces to break down every team's needs this offseason.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.