TRANSCRIPT 🔗
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I remember early on, I was sitting back at one of these chiropractic seminars, and I'm looking at all the people on stage, and there was a number in that room that everybody wanted, and it was weekly volume.
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And they were bringing people up, and all I'm thinking in my head is,"Okay but for what?" I don't want their life.
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All they're showing me is how much people they see in a week.
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They're not talking to me about what's their collections, how much are they collecting per visit, what's the relationship with their family, what's the relationship with their team.
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And that was the moment I stopped, and what I wanna do today is walk you through the three things I learned once I looked outside the profession This is the Austin Cohen Podcast where we talk real strategies for chiropractors ready to grow beyond the adjustment.
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If you're building a business, developing your leadership, and trying to build wealth without burning out, you are in the right place.
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Let's get to work Don't forget to subscribe so you never miss an episode.
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All right.
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Man, welcome back everybody.
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Hope you all had a great Labor Day weekend.
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Ah, man, so I put a post up a couple of days ago about quitting chiropractic back in 2015, and holy crap, that traveled further than anything I've ever put out for a while.
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I think there's six, seven thousand chiropractors that have seen this so far which definitely tells me that it hit I think something people in our profession are sitting with quietly.
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And to be clear about what I meant by that, because a few of you guys have asked this, is like, I didn't stop adjusting.
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I didn't give up on chiropractic as in like my clinic, and I don't-- I'm not like walking away from patients.
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Here's what I quit doing.
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I quit doing what playing it the way I've been told to play it was how I was supposed to be done, right?
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So like I shared this earlier in the opening of like weekly visits, and then it became about like top line revenue, and it's like, why are we not talking about, such things like how long we keep our staff for who's got the highest margins, who here is able to be at all their kids' events?
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And it's like I remember sitting in those rooms thinking,"Okay, but like for what?
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What is this for?"'Cause I would look at whoever was headlining these events and the person with the number everyone in the room wanted, and I'd realize I didn't actually want their life.
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They're seeing an unbelievable number of people every week, okay?
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I'm not gonna take that away from them.
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But they're taking home almost nothing at the end of the year.
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Or maybe they have the revenues there and the practice looks beautiful, but fractured marriage maybe the kids are, no relationship with their parents, and that just wasn't what I was looking for.
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And I don't wanna be forty years in this profession with no relationships left in my life body that's completely destroyed, and margins that aren't even close to like what I think is close for me where I should be.
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So what I stopped doing was I stopped going to these events, and I just went and learned from people outside the profession instead.
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And funny, so many of you guys ask me about Growth Summit.
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Growth Summit was started for this exact reason.
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Because a lot of these people I was seeing on these stages were zero chance I would ever wanna take position like with where they were at.
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And also a lot of things that they were preaching or sharing weren't even things they were actively doing.
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I've bought coaches practices- And I would not trade my life for what they are, but yet they're leaders and mentors in our profession, which is really scary to me.
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Hence why I started Growth Summit to put people in rooms where I felt like they're not gonna be bombarded with people who aren't actually living the life that maybe they would wanna live.
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And they're not being blindsided by that, too, as well, with the shiny objects of, maybe things that sound sexy, such as weekly volume.
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Woo! We're gonna get your revenue to two hundred thousand dollars a month, although you're gonna spend eighty thousand dollars a month on ads, right?
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It-- so much work for very little, by the way, okay?
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I started studying guys like Jocko Willink, great at leadership, right?
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He wrote the book Extreme Ownership.
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I then which is cool, I read the book Never Lose a Customer Again in twenty sixteen, and what's really cool is I got to actually hire Joey as a consultant for our company in twenty twenty which was a great experience.
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And for those of you guys that are in Ascent, you're gonna get a cool little surprise with him.
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Jesse Cole, I got to connect with him and talk about Fans First, the book he wrote, and what does that look like creating an experience, too, as well for your fans and the people who you take care of?
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Many
Load full transcript
of you guys know I've been the chiropractor to Jesse Itzler for a while now, and, just learning from him about things about entrepreneurship.
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He talks about Misogi.
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He talks a lot about, one thing he recen-recently taught me was that whenever his kids say something to him, and they ask him to do something, even if he doesn't wanna do it, the answer is always gonna be,"Of course," which is a great, by the way, teaching moment, right?
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And I'm not learning that inside this profession.
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Dan Cathy, I've talked about him before Truett Cathy's son, the founder of Chick-fil-A, who was the old CEO of Chick-fil-A.
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And I remember being around him and talking to him about values and"Hey, like, when are you guys gonna be open on Sundays?" And just l- really learning, like, how they've defined their values as a company, their mission, their vision.
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Their mission is to be the most caring business.
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Nothing to do with chicken.
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Very clear on the mission.
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They're also very clear on their values, too, as well.
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So a company that I can really look to and how we've actually integrated a lot of what they do into our business, too, as well.
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If I look back at my business, though, and I think of, like, all right, where did my practice, though, if I take a hundred percent of my practice, what percent of that hundred percent actually came from learning from chiropractors?
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This is sad.
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I'm gonna say 5%.
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And for those of you guys that coach with me, the stuff you're learning right now, first off, it's not sexy at all.
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It's probably boring because you're building, and you're building to create freedom, and that's part of the game, too, as well.
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The exciting stuff is what I see chiropractors chasing for their whole careers, forty, fifty years of the thing that's gonna make them millions of dollars overnight, and it's gonna create freedom for them, and they're not gonna have to adjust as many people and...
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they sign up for all these programs and yet, like I said earlier, they're spending all this money on ads, they're all this money on products, they have to hire a huge team.
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For what?
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Gosh, for what?
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Like we have clinics that do a million dollars plus in revenue with two doctors and an office manager.
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That's it.
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Super lean.
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But it took time, right?
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'Cause like I had to build and do the boring stuff in order to get there, too, as well.
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And what I wanna do today is I wanna give you the three biggest lessons that I've pulled out because eleven years later, those are the things that are running everything that I do And let's start with the first lesson, which is Joey Coleman, right?
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Most of us do not have a new patient problem.
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And everything I was being taught pointed outward, which was more marketing spend, more front-end volume, more new patients.
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If the practice was struggling, then guess what the answer is?
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Pour more people on top of it.
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And Joey's whole body of work is about the fact that people decide whether they're staying long before they ever tell you.
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And that drop-off is not happening way out, like at month five, six, seven, right?
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It's getting designed in the first handful of visits while you're still congratulating yourself that,"Oh, I got a commit.
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They signed up for care." So what I did is I went and looked at ours, and our number was eighteen.
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Eighteen visits was our black hole.
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And black hole, when I talk about that, many of you guys know this by now, hopefully, but that number is if I take every person who's quit care in twenty twenty-six, what was the average visit number they dropped out at?
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Not the people who've been with me for years, those people.
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And PVA is a great number.
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We track it too as well'cause it helps us understand case value, but we also look at black hole too as well to build that patient experience.
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And for us, eighteen was like where people are falling out of care.
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And I've been running, practice for a decade by this point.
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I didn't even know that number.
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It was completely hidden from me because nobody ever looked at it.
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Nobody ever talked about it.
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Like I said, all about new patients.
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And that number changed our entire business because instead of trying to replace those people at the front door, we actually rebuilt what happens to somebody from before they ever walk in through the visit.
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But bef-- wh-where they've been with us for years, right?
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And what we did is we built these phases, so there's like anticipation phase before they come in.
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There's the discovery phase, which is their day one.
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Immersion, which is two and three.
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--> 00:07:38.512
Momentum, six.
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Milestone, twelve.
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Lifetime.
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Like we built certain phases and then we've mapped them to actual visits.
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So nobody in my team is guessing what a patient needs on visit four versus twenty-four.
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And to me, that's the shift when you go from customer service to customer experience.
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Service is what you do when somebody's standing in front of you, but experience is what you built on purpose before they ever showed up.
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And I think if you can take this in and start building this, like I said, this is not the fun stuff.
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But you know what?
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I built this eleven years ago, and it still runs today, and I'm not chasing anything anymore.
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And our black hole, this is crazy, guys.
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Our black hole has gone from an eighteen to a fifty-five now.
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And that's over, by the way, that's over time.
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That's not overnight.
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So but what happened was we had to just keep building the experience, and our completion care percentage rate went up.
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Nobody ever talked to me about completion care percentage early on in practice.
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Great number to be tracking for us.
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So then we understand.
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Think about that, right?
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If I go from a thirty percent completion rate to fifty percent completion rate, it's twenty percent more people completing care.
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So if a clinic's getting twenty new patients a month At an 80% close rate, that's 16 people converting into care That's basically going up by three more people completing their care plan per per month at a, let's say, four thousand dollar case value.
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That's a hundred and forty-four thousand dollars extra revenue a year by not even adding anything on the front door.
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Guys, like the math is crazy when you actually install the boring stuff because once you do it, you set it and forget it, and then you can just adapt it obviously as time goes on.
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And for those of you guys that are doing Ascent, like this is what you're getting in the fall, by the way.
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So I hope you're very excited for this.
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You just did this for world-class teams, and now you're gonna be getting it for, Now this is gonna be the second system we'll be installing.
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The second person and lesson I learned from Jesse Cole, the adjustment is not the product, and this is a hard one for me to hear.
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We're trained as chiropractors to believe the adjustment is everything.
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And listen, clinically, one thousand percent it changes somebody's life.
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Our mission is to improve lives, and we know we get to do that for sure through chiropractic, but there's also other things too as well that happen in our office.
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And I don't think...
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and here's what I think about,'cause nobody goes home and tells their spouse about a really good adjustment.
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"Oh, Austin adjusted me so well today." They tell them about how the place made them feel.
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Did they feel known?
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Did they feel heard?
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Did anybody remember their kid's name?
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Do they remember their birthday or something they told them last time?
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And Jesse built an entire business out of two moves.
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So what he did was he deleted every part of the experience people quietly hate about baseball, but they never complain out loud.
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And then he made everything around that product the actual show.
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So if you think about what that means for a chiropractic visit, the table is what?
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Two, three, four minutes.
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Everything else, the parking, the front desk, the wait, the way somebody's greeted, what happens on the way out the door, all of that is part of they actually remember and the only part they can describe to a friend.
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And most of us have probably never sat down once and designed that on purpose.
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What we've done is we've inherited it from maybe what other office we worked at first, from whatever chiropractic conferences we've been to in the past, whatever the quote-unquote gurus tell us.
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So you know, it's really focusing.
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You look at baseball and what he's done, right?
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He's completely transformed it.
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My kids love going to Savannah Bananas games, and how cool is it?
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Kids love autographs.
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So what happens is like if a guy's not batting, he's on Savannah Bananas, he'll actually come into the stands and start taking pictures and do autographs, right?
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No professional team does that.
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Look at the time it takes.
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Two-hour clock, by the way, for Savannah Bananas, I believe is what it is.
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That's it.
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They set the clock.
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Maybe it's even ninety minutes, but they
set the clock, they turn it on, and whenever it's over.
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That's it.
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They eliminated things that are boring about baseball, guys.
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Here's the third thing I got.
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Dan Cathy.
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Love Dan Cathy, by the way.
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Truett Cathy, the founder of Chick-fil-A.
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I actually took my team to the original Chick-fil-A in Atlanta, and we actually went to go study them for a while.
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What a great company.
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Listen, your values only count when they cost you something, okay?
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What does Chick-fil-A close?
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Everyone here knows that's, listen, that they close on Sundays.
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It's probably the most expensive thing in that entire company, potentially.
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But it's also the reason anybody believes the rest of what they say at that company too, as well, and as a patron.
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Because if it was not there, like for example, like if they were, if they went against their values, then what happens is those values become just words on a wall.
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We call it wall art, for those of you guys that have studied with me.
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We're looking beyond that.
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And, I think that's what pushed them from having a nice poster in their break rooms and in their facilities to actually opera- oper- operationalizing that stuff.
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Why was I about to say apparationalizing?
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I don't know.
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Operationalizing that stuff.
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Man, tells you where my brain's been, by the way, dealing with this injury.
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Oh my gosh.
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You think about Chick-fil-A, right?
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For us as a corrective chiropractic, I told you earlier, they came up with a mission of be the most caring business.
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And what we've taken from them is our company, improve lives, and our vision is to change the way the world cares for itself And the purpose at our company that we say out loud is to serve people today in ways their tomorrow will thank them for.
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And b- with that, everybody in my company has a rock that represents the ripple effect they do when they cr- when they improve lives.
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Everybody in my company has a key that helps people unlock their potential for where they're going, and then everybody on my team has a compass, and what that compass represents is changing the way the world cares for itself.
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They get to be the North Star for that person.
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It's changed the way we hire.
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Years, I would hire people, whoever were available, and I would just hope it would work out.
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But here's what's cool is now we get to hire against character first, and then we can teach the rest.
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We're very clear, like many of you guys listen to this, you know our values, fortify ourselves, fortify others, purpose-powered impact, better together, accept the challenge, set the standard.
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Our mission is to improve lives.
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Our vision is to change the way the world cares for itself and our purpose that we say comp- all the time which is to serve people today in ways their tomorrow will thank them for.
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We are very clear as a company, and for those of you guys that work with me, you know this.
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That's the first thing we do.
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You gotta know where you're going, you gotta know what your business stands on.
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And I've said this so many times it's just, like I could get...
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I could hire speakers to join us for the first month of my coaching program, and that would come off as like sexy to people and they'd be like,"Oh, this is amazing." But is that really gonna change anything?
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No.
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'Cause what I found is those people will be in the same situation they were five years later, ten years later, fifteen years later.
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And it's interesting because I talk to business owners, all, chiropractors who own their business all the time, and here's what they say to me.
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When I get on calls with them, I say,"All right.
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So here's what we're gonna build.""I don't wanna do that," they say.
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And then I say why don't you onboard somebody who can install these things for you as an integrator?" I don't wanna do that either.""Then why did you start your chiropractic business again?""I started it for more freedom.
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I don't wanna work for anybody else.""Huh.
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Okay.
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The thing that you've been chasing is not the thing you have." And I see chiropractors that practice for ten, twenty, thirty, forty years that did that because they want freedom, yet they've never had freedom in their entire life.
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Honestly, they're better off to go work for guys like myself or other people in this profession where they're actually gonna make more money, and they'll be done by five, six o'clock, and they're gonna have the most freedom they've ever had.
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So is it really about freedom?
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I don't think so.
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I think
that's where ego can get in the way too as well, and you go your whole career chasing something that you never were able to achieve because your ego got in the way.
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And I hate seeing that.
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It's really sad, but it's the unfortunate truth in our profession.
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No one taught us business, guys, in chiropractic school.
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And as much as I don't wanna say this, there's just not a lot of people in our profession that are teaching the things that I would probably hang my hat high on too as well.
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So just, be careful on who you're studying,'cause like I said, I've bought coaches' practices before and, it's crazy.
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Like those are the people that are teaching the future in our profession, which is really scary.
00:15:31.974 --> 00:15:32.053
If I'm telling...
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If I take those three things, though, and I put them together, here's what I'm gonna leave you with.
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Whatever number is getting passed around in the circles that you fly in right now- You're probably gonna hit it.
00:15:42.755 --> 00:15:57.645
And I think that's the part that no one's ever gonna tell you is you're gonna hit it, and then you live inside the number that you've built with the team you hired to get there and the body that you spent to get there too as well and the relationships you let go quietly along the way.
00:15:58.505 --> 00:16:14.096
The only version of this to me that works is when you build backwards from the life you actually want, and then let the practice be the thing that serves it rather than it being the other way around.
00:16:14.966 --> 00:16:17.436
Hope you guys have an awesome day.
00:16:17.785 --> 00:16:20.086
Thanks for all the love on that Instagram post.
00:16:20.086 --> 00:16:23.155
And it's always fascinating to me, difference between winners and losers, right?
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A winner sees somebody working out who's not in shape and overweight, and they cheer that person on.
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A loser makes fun of that person.
00:16:31.615 --> 00:16:40.586
And I've had people make comments underneath that post that will say things such as"Oh, he quit chiropractic, but now he coaches people." Yeah, I think everyone should have a coach.
00:16:40.596 --> 00:16:41.846
A hundred percent.
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I'm, I don't-- Do I think I'm the right person for everybody?
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Absolutely not.
00:16:45.956 --> 00:16:49.615
So I don't think p- everyone should hire me, but I do think everyone should have a coach.
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I have coaches.
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I spend twelve thousand dollars a month on coaching right now which is the best investment I actually make in my career.
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But they're not c- they're not chiropractors, I can tell you that right now.
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They're people that allow me to have freedom, and they're able to help me...
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The people that work on my team, they're able to help me work with them to create freedom for their lives too as well.
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And when you really start checking your ego, and you start focusing on building better lives for other people, and you start focusing on building leaders, to me, that's when everything in your life will change.
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All right, guys.
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Go be great.
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To learn more about building your business, leadership, and life on purpose, visit chiro one eighty.com or follow Austin on Instagram at Dr.
00:17:32.278 --> 00:17:33.179
Austin Cohen.