00:00:02Positioning Yourself as the Go-to Authority
00:14:45Ideal Client and Red Velvet Policies
00:23:54Personal Branding and Business Growth
00:29:48Nurturing Relationships and Referral Strategies
SOBRE ESTE EPISÓDIO
Unlock the secrets to transforming your chiropractic practice with marketing guru Christine Zapata on this episode of the Questioning Authority podcast! Christine unveils the actionable insights from her book, "Book Yourself Solid for Chiropractors," and teaches you how to build powerful connections with potential clients. Say goodbye to the discomfort of selling as Christine explains how understanding the difference between marketing and sales can revolutionize your client interactions and help you clearly communicate the value of your services.
Ever wondered how to attract and retain your ideal clients? Discover the magic of defining your ideal client avatar and implementing "red velvet rope policies" to streamline your practice. Christine offers an innovative approach to creating a demand for your services while ensuring you only work with clients who bring you joy and professional satisfaction. This episode is packed with strategies to help you focus your marketing efforts and establish deeper connections with your target audience.
But that's not all! Enhance your personal brand by integrating your hobbies and interests, making you more relatable and approachable. Learn how to nurture relationships and maintain relevance with potential clients over time using Gary Vee's "jab, jab, jab, right hook" approach and multiple referral strategies. From leveraging modern tools like QR codes to cost-effective self-promotion, Christine's insights will position you as the go-to authority in your community. Tune in for an episode brimming with practical tips and inspiring advice that will elevate your practice to new heights.
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Speaker 1:
0:02
I'm Scott Vatcher, the host of Questioning Authority, where I question authority figures about health, wealth and relationships. This episode is brought to you by TheAuthorityCocom, helping health professionals be seen as the go-to authority in their community. I hope you enjoy this episode. Welcome to the Questioning Authority podcast. I'm your host, Dr Scott, and I'm here to question authority figures in health, business and relationships to help you, the listener, achieve greater authority and success and fulfillment in both business and in life. And today I've got a very special guest with me today Christine Zapata. Welcome to the show.
Speaker 2:
0:43
Thank you for having me.
Speaker 1:
0:46
Yeah, I'm very excited about this interview. I know that at the recording of this interview, we are just in the throes of your new book release and I'm super excited about that. It is called Book Yourself Solid for Chiropractors. It is a book for chiropractors who want to market and sell themselves, even when they hate marketing and selling. Basically, you know, you've been a chiropractor for 20 years. 2023 business leader year award in the internationalists. So you know you've been around the block, you've done it all. Let's get into the nitty gritty of your book because you know, this is a sort of a new depiction of a book that's been around for a long time, with a lot of solid, solid principles, you know. So, for the listener who's, you know, sort of tuned in and is like am I going to give my next 30 or 40 minutes of my time to these two people talking here? You know what do you want to bring to the table in this interview that is going to help people to stick around.
Speaker 2:
1:50
Yeah, you know, I really think that listeners might realize a paradigm shift relative to sales and marketing. I think that they can get valuable insight on how to position themselves as a preeminent provider in their community and how to get more clients than they can handle, even if they hate sales and marketing. Because if there's one thing that I have learned since I began coaching and consulting service providers, it's that they absolutely love their service, but they hate marketing and selling, and those are two things that are vitally important to the success of a business. So I think that it can really help listeners with that Fantastic.
Speaker 1:
2:27
So let's get into that nitty gritty, right. Why does the thought of selling make providers feel sleazy?
Speaker 2:
2:37
I think that far too often providers move too quickly through a sales process. They haven't quite formed a solid enough of a connection between them and the person that they're trying to serve. And when your community doesn't know who you are, who you help or what you help them with, then sales can come off as feeling really pushy or sleazy. You might feel like you have to convince someone that they need your services, and really sales and marketing isn't about trying to persuade or manipulate someone into buying your services. It's about really just putting yourself out in front of and offering your services to those who you're meant to serve, and these are people who already they already need and are looking for your services.
Speaker 1:
3:30
That's a great point to make, right, it can be sleazy when it's like you're trying to convince somebody. You know the old notion of the used car salesman who's selling a lemon, right? Yes, if you're selling a lemon, it is sleazy. But when you're selling a lemon, it is sleazy. But when you're selling a service that you truly believe is going to be fantastic, selling properly is super important, because if you don't know how to do it, your business is not going to survive.
Speaker 2:
4:01
And people need to know what it is that you do and you need to be really clear on what it is that you can provide for the people that you're going to serve. I'm a chiropractor by profession. So if I'm, let's say, at a screening event and someone I talk to a screening event and someone I talked to has knee pain at that moment it might be a little easier for me to sell to them because they're like all right, great, I have a need, I need to get rid of this knee pain. But if I'm at an event and I'm talking to somebody who they don't necessarily have any pain at that moment and I'm telling them you know, I'm checking your posture here.
Speaker 2:
4:43
It looks like you might have a vertebral subluxation. You need to come in for chiropractic care. They don't know who I am, they don't really know what it is that I have to offer. It ends up feeling or it could end up feeling really pushy if I'm trying to convince this person that they need to come in and they don't necessarily understand that I have a solution to a problem, that they don't even know that they need to come in and they don't necessarily understand that I have a I have a solution to a problem that they don't even know that they have right now.
Speaker 1:
5:12
So would that be? Is that like skipping the marketing stage and jumping straight to the sales?
Speaker 2:
5:17
Yes.
Speaker 1:
5:18
Yeah, so let's, let's dive into that. What is your thought on I know there's lots of debate around this marketing is sales and sales is marketing. What's your thoughts on that?
Speaker 2:
5:29
Yeah, it's one of the first things that we talk about in the Book Yourself Solid for Chiropractors book. There is definitely a difference between marketing and sales. I believe that service providers are oftentimes taught to rely heavily on their marketing efforts to get new clients, when really marketing just creates awareness. People have to be aware of you and what you have to offer before they can decide if they even want to buy from you, and I think that once people are aware of you, what they end up doing is especially nowadays, because so much information is readily available at people's fingertips. People are going to look up your business foundation, they're going to look you up on social media, they'll check out your website, they'll look to see how benevolent are you, what type of offerings do you provide, and if they look at your business foundation and they feel secure, then they may not necessarily want to buy from you at that moment, but they'll give you an opportunity to earn their trust. If somebody looks at your business foundation and they don't feel like it was meant for them and they don't feel secure, then they're just going to fall off and go away. So I think that it's important that service providers have a plan in place to build trust, because that definitely takes time, and I think that if your pricing strategy is right and you have a simple sales conversation at the right time, then you can definitely book yourself.
Speaker 2:
6:59
Solid Sales is ultimately goal-oriented communication. That's what books the business and it's important that sales are sales or um. Sales offers are proportionate to the amount of trust and credibility that you've built. Um. If your marketing is on point, then people will come to you and they'll ask you to close them. They'll ask you to sell them. You may end up talking to a prospect who they've seen your marketing, they've checked out your business foundation. They feel like you are the person that's meant to work with them. They'll approach you and say something like so how do I work with you? Or you know, I think I need you, I need to work with you, so how do I become a patient? That's ultimately what will happen. If your marketing is done right and you have that sales conversation at the right time and you've built enough trust and credibility, then you don't necessarily have to be really pushy and try to convince someone to come work with you. They're already seeking you out and they know that you're the person that can help them.
Speaker 1:
8:03
So am I hearing that marketing is something that should be going on in the background consistently, so that the sales process becomes so much easier?
Speaker 2:
8:15
Absolutely.
Speaker 1:
8:16
Yeah, yeah. So you say in your book. You teach clients how to position themselves as the go-to option in your community, bringing a consistent stream of new patients. Is that what a personal brand is? Is that what a business brand is?
Speaker 2:
8:33
Your personal brand is really your reputation. It helps distinguish yourself from everyone else and it's ultimately what makes you unique and makes you stand out. And I think that when you have a really strong personal brand, your true essence will drive your ideal clients to you. It allows you to express yourself through your marketing so that people feel like you were meant to work with them and they were meant to work with you. And I think that all too often, service providers hide behind their business brand and they don't necessarily work on developing their personal brand.
Speaker 2:
9:12
And I think that it's important to work on your personal brand because people do business with people. They don't do business with businesses. I think that that's something that you'll start to see now. People don't necessarily want to look on social media at what businesses are offering. They're really looking at the person and if they know you and they like you and they trust you in that order when the time comes and they need your services, then you are the go-to option in the community. They're not going to have to look on a provider list to see who they are supposed to work with. They'll know that you're the one that they need to see.
Speaker 1:
9:58
So what, then, is the difference between a personal brand and a business brand? How can you like is it something if you, if a physiotherapist is listening, and they're they don't have much of anything going on right now and they're like okay, what should I build first? Where should I go? Should I do them both together? Is it more important to do one or the other? What's your advice on something like that?
Speaker 2:
10:23
I think that building your personal brand is definitely going to be important for a service provider to develop the business brand. I think that when people start to look at building a business from the ground up, they'll work on the business brand. They've got their logo, they've got their mission, their core values, they've got the culture figured out, but they don't have their personal brand figured out. And when it comes to your personal brand, we talk about this in the book, but there are three statements that you should develop. It's your who and do what statement, which is ultimately who you help and what you help them with, or the result that you produce. And then the last statement is your stand for statement, and this is ultimately why you do what you do. If people know through your, your personal branding, uh, who you help maybe you're a chiropractor who loves working with pregnant moms, uh, and, and you're a chiropractor who loves working with pregnant moms and you're really committed to helping them raise happy, healthy babies, naturally, then if all of your personal branding has that out in social media, your website, then those new moms can see that and know that you're the person that they're supposed to work with.
Speaker 2:
11:48
Your stand for statement, again, is your why and this is not why you do what you're doing and why you get up every morning.
Speaker 2:
11:55
Some people think that your why, like I, I'm doing this because I want to be the first doctor in my family. That's not going to necessarily move the needle or cause someone to want to work with you, but your stand for statement is essentially what drives people to you. So a stand for statement could be I stand for a world where we celebrate the expression of life rather than the suppression of symptoms. If somebody that you're meant to work with hears that or sees that, then they can get behind that philosophically and that really allows someone to get a very clear picture of who it is that you serve, what you help them with and why it is that people end up working with you and why you do what you do. So I really think that it's important for people to see that distinction between your business brand and your personal brand, because without that personal brand, again, people in the community may not even know that you are the person that they need to work with.
Speaker 1:
13:02
Yeah, I like to think about it in the fact that the business and the personal brand can intertwine but they should be separate. Because, think about it this way in the world of the people we're talking to health professionals a lot of them own their own business and so it can get really modeled where the business and personal brand are together. But think about it as, say, an associate of a practice. You can really design your personal brand and you can take that with you if you move on to a different practice or that type of thing. So really make sure that you're having a look at that personal branding and how important that is. So those statements are a fantastic way, I think, to get a bit of a baseline to start what your personal brand is and who do you want to work with? Fantastic. What does it mean to be preeminent in your community?
Speaker 2:
13:56
Um, I think to be preeminent. You, ultimately, are the authority in the community, you're the go-to provider. Prospects will come to you asking to be closed because they know that you, you are the person that they need to work with. And that's oftentimes because they the community, has seen who you are, what you have to offer and they see you as the leader, as the authority to help the people that you're meant to serve.
Speaker 1:
14:27
And I think that leads really well into this next sort of line of questions I want to question you about is when you're trying to be preeminent in a community. It sounds like you're trying to be everything for everyone, and we all know that. From a marketing point of view, you know the old saying the riches are in the niches and things like that right, so it kind of flies in the face of that. So how do you kind of meld those two together? Like how important is it to define an ideal client? And I know that's a word that's thrown around a lot. So, first of all, what is an ideal client? Then how do you define it? And then how do you use that preeminence to talk to them directly?
Speaker 2:
15:11
Yeah, when it comes to your ideal client, your ideal client is essentially an avatar that you've created. It's essentially an avatar that has all of the qualities and traits that you want in the person that you do your best work with. I think that service providers you'd mentioned that service providers think that they're supposed to take care of everybody. As a chiropractor, I was taught take care of everyone with a spine, but we're really only meant to work with a finite number of people in our, in our career, and so you might as well only work with the people that you do your absolute best. Work with the people that you're meant to serve, the people that you love working with. You get inspired by, you, get energized by working with them and with the book yourself, solid concepts. Everything revolves around your ideal client, your marketing, your offers, your sales conversations, the experience that they may have in your brick and mortar business. And I tell, I tell people, when it comes to identifying your ideal client, if you can get really clear on their qualities, their characteristics, you look at, perhaps, their circle of influence and the people that they run with. Maybe you think about the kind of ethics that they hold, the things that they talk about, which showcases what they're really passionate about or how they contribute to society, what they like to do.
Speaker 2:
16:41
I think that if you can clearly define your ideal client, it makes really trying to market to those people so much easier and it allows you to speak to those people so that they know that you are the preeminent leader in the community, because they're seeing the things that you're putting out again through your marketing. They see the offers that you're putting out there and they'll feel like you are speaking to them. You'll end up speaking to their subconscious. You'll get their subconscious conversations going and you'll get them to a point where they'll feel like you're the only option for them, and I think that's what helps set service providers up to be the preeminent providers in their community.
Speaker 2:
17:27
If their ideal clients know that you understand what their urgent needs are, what are the things that they're trying to move away from? If you understand their compelling desires, what are the things that they're trying to move towards? What are the things that they are hoping for in their future? If your ideal client really feels like you're speaking to them and you're meant to work with them and they're meant to work with you, then again there could be several other providers in your community that offer the same service, but they'll look to you because they feel that you're the one that can help them.
Speaker 1:
18:08
And is this where the red velvet rope scenario that you talk about in the book? Is that how this works? Talk about that red velvet scenario.
Speaker 2:
18:19
Yeah, the red velvet rope policy which we talk about in the book is ultimately a filtration system that only allows your ideal clients in to your, into your business. It's based off of like a Las Vegas nightclub. You think about nightclubs and how they have at the door a red velvet rope and there's a bouncer behind the red velvet rope. At the club there might be some people who can walk straight up to the red velvet rope. They'll open it up and let the people in, while there are other people who have to stand outside in line waiting to be let in. The line makes people think that it's more attractive to get in, and so, ultimately, the red velvet rope policy just creates demand on the outside. If you say yes to everyone, you may end up working with clients that you don't really enjoy working with to everyone. You may end up working with clients that you don't really enjoy working with, and I imagine listeners who are working with clients can think of probably a handful of dud clients that they work with. These are people who drain you of your energy. Maybe they're just difficult to work with. You look at your schedule and you see them on your schedule and you're like, oh my God, so-and-so is coming in, I don't All right. I got to mentally prepare to see this person. I know for myself, when I used to see duds in my clinic, I would spend so much more time a disproportionate amount of time with my dud clients and ultimately that kept me away from spending time with my ideal clients. And so, um, the red velvet rope policy is really about trying to make sure that you're letting your ideal clients in.
Speaker 2:
20:12
It's not, um, this is something that I tell uh people as we're talking about this concept, the red velvet rope policy is not necessarily you can not come in. It's really you have to wait. Um, if they're your ideal clients, you let them in. Maybe they're. Maybe you have like a two week wait for new clients. Um, if they're your ideal client, maybe they. Maybe one of the qualities that you want from your ideal client is they were referred to you by one of your established clients. That may get them right up to the front and the red velvet robe opens and they're in. They don't have to wait two weeks to get on your schedule. Maybe you get them in within 24 hours, versus somebody who comes off of your website or they inquire because they've found you off of a list, maybe those people they may have to wait 10 days before they can get on your schedule. So that's kind of a way again to filter out your ideal clients versus people who are not.
Speaker 1:
21:23
And how would it work for somebody who is at the beginning of their journey or who is struggling? And they're saying, yeah, that sounds good, but I can't afford to turn people away, so how?
Speaker 2:
21:38
does that?
Speaker 2:
21:38
work afford to turn people away. So how does that work? Yeah, in the beginning your red velvet rope may not actually be very high. The red velvet rope might actually be on the ground where you're letting people in because you're really trying to figure out what are the qualities that you want in your ideal clients. So in the beginning you might end up having to take a lot of people. But then you start to filter out or you start to figure out who it is that you really want to work with. And as your business starts to grow and you get busier, then you can start to raise that red velvet rope. So it might be a little harder for people who are not your ideal clients to. It might be a little harder for them to come in. But yes, in the beginning red velvet ropes on the ground there isn't much of a barrier between you and people in your community. But as you get busier and as the business grows, the higher the rope and the more someone might have to go through if they're not ideal.
Speaker 1:
22:38
Yeah, that makes a lot of sense. You know, if you're at the beginning of your journey, lower the standards a little bit and as you get busier, as you get more successful, as you learn more about who you want to work with, then start raising that rope. That's fantastic. You also talk about becoming a likable expert, because we all know that the idea of an expert or an authority figure can sometimes have a little bit of a negative connotation in people's minds. How do you become a likable expert as opposed to just an expert?
Speaker 2:
23:13
Hey, you know, like I mentioned earlier, people do business with people that they know, like and trust, and it's not enough to just be an expert.
Speaker 2:
23:22
You can be an expert at whatever it is that you do, but if people don't know you because your marketing isn't that good, if they don't like you and they don't trust you, it doesn't matter how much you know and it doesn't matter how how big of an expert you are. It's really important for you to again going back to personal brand build your personal brand so that people begin to know you, like you and trust you, and it has to happen in that order. I think that a lot of times people think well, in order for me to be likable, I have to know as much information about whatever it is that I do, and really people need to learn more about who you are. And I think that part of building your personal brand isn't just sharing the professional side of yourself, but it's also sharing your hobbies, the things that you love to do, things that make you authentically you. I think that if people can get a better sense of that, then it's so much easier for them to look to you as a likable expert.
Speaker 1:
24:35
So you saying, for example, I'm a huge mountain biking fan, like it's my passion, I do it as much as I possibly can, that I should incorporate that into my personal brand rather than just being like the chiropractor, the posture expert, you know, sit straight and do this but show people that side of me? That seems maybe counterintuitive and a little bit weird. It's like why would people who want to see me as a professional want to see me mountain biking and being an idiot crashing and all?
Speaker 2:
25:08
those crazy things.
Speaker 1:
25:09
So is that what you say?
Speaker 2:
25:11
Yep, absolutely, because sometimes people they may see that you are super knowledgeable in your field, but if they see that you're into mountain biking and they're into mountain biking, they might think, okay, great, I really want to. When, when the time comes and they need to see a doc, I'm going to call Dr Scott because he's into mountain biking. I've seen him crash on his bike. I've crashed many times on my bike. I think that's part of the reason why my posture is so messed up. So I should probably go see Dr Scott, and I think that I myself was very guilty of this.
Speaker 2:
25:47
In the beginning I didn't want to share anything about my personal life. I'm a very private person. But going through the book yourself solid concepts I realized that part of my personal brand I mean, it says it in the name it's personal. People want to know you, they want to like you and if you're into cooking, I love cooking. I love traveling, I love adventures. I don't have kids. I had a dog, we, um. She lived a very long life, um, but when my dog was around, um, the more photos that I shared on social media of my dog, the more I showed people a glimpse of what I do on the weekends outside of my office, the adventures that I go on, the travel that I do, the more engagement I got from people in the community because I think that it allowed them to see that I was just like them.
Speaker 2:
26:41
And again, people want to do business with people that they like and if you're, if you can be seen as somebody who is relatable and likable. Again, when the time comes and they need your services and they're going to reach out to you. I remember when I first started doing this again going back to my dog I had a lot of people who would comment and say can we see more Indiana? Please Can you post more photos of you and Indiana on adventures? And I thought that that was funny. And my husband he I remember him telling me he's like you know, people want to know that you're a real person and that you're just like them. A lot of my patients they have dogs, they don't have kids, and so they want to see a provider who's just like them. A lot of my patients they have dogs, they don't have kids, and so they they want to see a provider who's just like them.
Speaker 1:
27:24
And it makes it easier to post on social media, doesn't it? Because when you're posting about the things you love, it's not like oh my God, what am I going to say? How am I going to come up with this thing? I've got to look and feel professional. I've got to come up with a script. I've got to do this. I've got to do that. I'm just supposed to photo my dog. Yeah, yep, yep, yeah. It's a great way to go ahead.
Speaker 2:
27:45
I was going to say, and sometimes the more organic it is and the less produced it is, the better, because then people know it's not, it's not created by AI or it wasn't totally elaborately put together. It was just something that was very organic. I think that that really helps, especially nowadays with AI. I think people are just skeptical sometimes of some of the things that they see, especially if it's business related. So if you're sharing more personal stuff, it again is authentically you. Then I think that the people who you're meant to work with and the people who think that they're meant to work with you, it's going to resonate with them and they'll want to work with you.
Speaker 1:
28:25
Fantastic. Let's go a little bit more now into the strategy side. I know in the book there's a lot of strategies.
Speaker 2:
28:32
One of them is you call it the keep in touch strategy. How can health providers and small businesses use that to grow their business? Perhaps you share something on social media where you're offering a free ebook and you collect information from people. You cut their name and their email address. You can create a nurturing email sequence that goes out to prospects on your list. Ultimately, all you're doing is providing value by sharing content that you think that they'll appreciate and over time, it allows you to build trust and credibility and and you stay top of mind. If you are consistent and you're, you're nurturing these prospects because ultimately, you're, you've now gone into relationship with these people. It might be a very distant relationship but through the nurturing process, if you're staying top of mind, the relationship starts to get stronger and stronger and when the time is right and they need you, they'll reach out.
Speaker 2:
29:48
If you have a list, it's important to nurture them. You want to be relevant to the people on your list. Otherwise, you can get lost in the shuffle and people won't be thinking about you when they need you. So I think that it's it's really important for people to understand that keeping in touch is really, really important. I think that sometimes service providers they'll they'll collect data and and they just won't, they won't do anything with that data. Or if somebody does not become a new patient data, or if somebody does not become a new patient, then they're just dead to you. They don't necessarily have to become a patient right there at that moment. If you again nurture them and you provide value, these people are giving you opportunities to earn their trust so that over time, when they need you, they'll know to reach out to you.
Speaker 1:
30:45
Yeah, it's a fantastic way to look at it. Gary Vee, a good mentor, talks about the idea of jab jab, jab right, hook Right, and I think a really key, important strategy that we sometimes get wrong as health professionals is we don't use the data and keep in touch, but then, when we do, it's all about sales straight to sales as opposed to providing value. So really important to maintain that and the jab jab, jab right hook that I talked about was value, value, value, offer right. So using that strategy, I think is super important, offer right, so using that strategy, I think is super important. What about when it comes to referrals? We all you know everybody loves referrals. Where's the referral strategy? And put yourself solid.
Speaker 2:
31:29
Yeah, the referral strategy. Referrals are really important when it comes to a service-based business. I think that it's very important for people to have multiple referral strategies and I find oftentimes, talking to service providers, they don't have enough referral strategies. Some referral strategies can be general these can be things like partnerships or collaborations while others can be more targeted or more geared towards VIP. These can be things like workshops, events, masterminds, things where people get higher levels of engagement with you or higher access to you. I think that most people they want to refer to you, they just don't know how to, and so if you can have multiple referral strategies in place, then this will allow the people who are already doing business with you, who already know, like and trust you, to refer other people most likely just like them to you, so that you can continue to build a business that's that's built on your favorite types of people to work with.
Speaker 1:
32:36
I think, yeah, super important to have multiple sort of ponds to be fishing in. You know, put your line in that one and that one and that one. And then I think that simplicity part is super important as well, like using what we have in today's world like a QR code that brings them, you know, through a system and then nurturing, and you know the whole process. A lot of it can be automated and simply done these days, and so, you know, utilizing those things that the big businesses use but within our small businesses can make such a huge difference moving forward.
Speaker 2:
33:09
The concepts are in the book. We talk about six self-core or, excuse me, six core self-promotion strategies, referral strategy being one of them and these concepts, these are things that don't require a whole lot of money. I think nowadays people are always looking for the next big, shiny object, the thing that costs a lot of money to try to drive more people into the business. But the concepts that we talk about in the book they're invaluable to people who want to try to build a business without having to spend a lot of a lot of money. You'll have to put in some time and form a lot of relationships and and make sure that you are again building trust and credibility, but it doesn't involve a whole lot of money. And while there are six core self-promotion strategies, you don't have to do all six to be successful. You can really just pick a couple of them and just work those really really well to book yourself solid.
Speaker 1:
34:12
Great, great and important too, because a lot of people who might be struggling with the idea of spending a lot of money, and so you know, in general it's either spend more time or spend more money. You could do both, you could do neither. But by spending a little bit more time you can save yourself a whole lot of money and then utilizing it to get more of your ideal clients the big money ones tend to be a little bit more of a. You just throw in a net out and seeing what happens, right. So the time is where you're going to get the best clients and moving forward from a long-term perspective, I think is definitely the best way to go, for sure, yeah, so what are you reading right now? What are you listening to?
Speaker 2:
35:01
reading right now? What are you listening to? I'm currently reading a book called Leading with the Heart by Mike Krzyzewski. I'm a really big college basketball fan and we're just a couple weeks away from the big March Madness tournament, and I'm reading this book because it's all about leadership and how to earn it, how how to practice it, how you can use it to move your, your team, your organization to the top.
Speaker 2:
35:27
And and I just I love it because I'm I'm a cute, like I said, I'm a huge college basketball fan.
Speaker 2:
35:33
Um, I'm a big fan of uh Duke, uh university and their college basketball team, and Coach K was the coach there for such a long time, and I've now gotten to a point where in my business, like you'd mentioned at the beginning of this interview, I've been in practice for almost 20 years and I've now gotten to a point where I have a very young staff and I am I'm dealing with people and personalities that I've never really dealt with before, and and I like that coach K, over the years, has had to work with a lot of young student athletes and has had to figure out how to get all of them on the team working together to move everybody towards that, that main goal and so I love the book. I love, I love coach K and because I love college basketball and um, and the fact that it, it, um, it really talks about how the business of basketball and and team building can still be related to business concepts. I, I, I, just I love the book for that. So, um, yeah, that's, that's the book that I'm currently reading.
Speaker 1:
36:50
Nice and the more I yeah, I've been practicing 21 years, so you know very similar about um the more I'm in this, the more I realize that so many things cross over from personal to business and business to personal, and you know they're not separate, they really are sort of intertwined into each other. So thank you so much for coming on the show. The book is called Book Yourself Solve for Chiropractors, being released in a couple of days as of this recording, maybe a little bit already released, so ready to go. Where can you get it?
Speaker 2:
37:22
Amazon, barnes, noble, really any platform that you love to get books on.
Speaker 1:
37:29
Fantastic, and there is a workbook that goes along with it.
Speaker 2:
37:32
Yes, the workbook is very important. I tell people you can read all the books that you want, but if there's no action that is taken, you're not going to grow. So there's a workbook that will help people work through a lot of the exercises and the concepts that we talk about in the book.
Speaker 1:
37:48
So and is is a workbook, a downloadable sort of separate from the book, perfect. Yes, because that way then they have access to you and you have access to them, and so you can nurture them. Yes, that's way then they have access to you and you have access to them, and so you can nurture them.
Speaker 2:
38:00
Yes, that's right, fantastic.
Speaker 1:
38:03
So although it's called Book Yourself Solid for Chiropractors, it has solid foundations for any healthcare professional and really small business. So if you're not a chiropractor but you're listening to this, thinking, oh, maybe I get the book. It is fantastic. It has so many solid principles in there to get yourself booked solid. So any closing remarks? Anything you wanted to say?
Speaker 2:
38:27
No, I'm just very thankful that I'm here on this podcast with you. It was great to spend time and hopefully I have been able to pour into your listeners and provide them some value. This is a lot of fun.
Speaker 1:
38:44
I'm sure that there is value provided. So again, thank you so much. Thanks for listening to this episode of Questioning Authority. I hope you enjoyed the show. Stay tuned for the next one coming out soon. I hope you enjoyed the show. Stay tuned for the next one coming out soon. This episode has been brought to you by the Authority Co. Helping service providers increase authority and revenue. Check out theauthoritycocom for more info.
0:02
I'm Scott Vatcher, the host of Questioning Authority, where I question authority figures about health, wealth and relationships. This episode is brought to you by TheAuthorityCocom, helping health professionals be seen as the go-to authority in their community. I hope you enjoy this episode. Welcome to the Questioning Authority podcast. I'm your host, Dr Scott, and I'm here to question authority figures in health, business and relationships to help you, the listener, achieve greater authority and success and fulfillment in both business and in life. And today I've got a very special guest with me today Christine Zapata. Welcome to the show.
Speaker 2:
0:43
Thank you for having me.
Speaker 1:
0:46
Yeah, I'm very excited about this interview. I know that at the recording of this interview, we are just in the throes of your new book release and I'm super excited about that. It is called Book Yourself Solid for Chiropractors. It is a book for chiropractors who want to market and sell themselves, even when they hate marketing and selling. Basically, you know, you've been a chiropractor for 20 years. 2023 business leader year award in the internationalists. So you know you've been around the block, you've done it all. Let's get into the nitty gritty of your book because you know, this is a sort of a new depiction of a book that's been around for a long time, with a lot of solid, solid principles, you know. So, for the listener who's, you know, sort of tuned in and is like am I going to give my next 30 or 40 minutes of my time to these two people talking here? You know what do you want to bring to the table in this interview that is going to help people to stick around.
Speaker 2:
1:50
Yeah, you know, I really think that listeners might realize a paradigm shift relative to sales and marketing. I think that they can get valuable insight on how to position themselves as a preeminent provider in their community and how to get more clients than they can handle, even if they hate sales and marketing. Because if there's one thing that I have learned since I began coaching and consulting service providers, it's that they absolutely love their service, but they hate marketing and selling, and those are two things that are vitally important to the success of a business. So I think that it can really help listeners with that Fantastic.
Speaker 1:
2:27
So let's get into that nitty gritty, right. Why does the thought of selling make providers feel sleazy?
Speaker 2:
2:37
I think that far too often providers move too quickly through a sales process. They haven't quite formed a solid enough of a connection between them and the person that they're trying to serve. And when your community doesn't know who you are, who you help or what you help them with, then sales can come off as feeling really pushy or sleazy. You might feel like you have to convince someone that they need your services, and really sales and marketing isn't about trying to persuade or manipulate someone into buying your services. It's about really just putting yourself out in front of and offering your services to those who you're meant to serve, and these are people who already they already need and are looking for your services.
Speaker 1:
3:30
That's a great point to make, right, it can be sleazy when it's like you're trying to convince somebody. You know the old notion of the used car salesman who's selling a lemon, right? Yes, if you're selling a lemon, it is sleazy. But when you're selling a lemon, it is sleazy. But when you're selling a service that you truly believe is going to be fantastic, selling properly is super important, because if you don't know how to do it, your business is not going to survive.
Speaker 2:
4:01
And people need to know what it is that you do and you need to be really clear on what it is that you can provide for the people that you're going to serve. I'm a chiropractor by profession. So if I'm, let's say, at a screening event and someone I talk to a screening event and someone I talked to has knee pain at that moment it might be a little easier for me to sell to them because they're like all right, great, I have a need, I need to get rid of this knee pain. But if I'm at an event and I'm talking to somebody who they don't necessarily have any pain at that moment and I'm telling them you know, I'm checking your posture here.
Speaker 2:
4:43
It looks like you might have a vertebral subluxation. You need to come in for chiropractic care. They don't know who I am, they don't really know what it is that I have to offer. It ends up feeling or it could end up feeling really pushy if I'm trying to convince this person that they need to come in and they don't necessarily understand that I have a solution to a problem, that they don't even know that they need to come in and they don't necessarily understand that I have a I have a solution to a problem that they don't even know that they have right now.
Speaker 1:
5:12
So would that be? Is that like skipping the marketing stage and jumping straight to the sales?
Speaker 2:
5:17
Yes.
Speaker 1:
5:18
Yeah, so let's, let's dive into that. What is your thought on I know there's lots of debate around this marketing is sales and sales is marketing. What's your thoughts on that?
Speaker 2:
5:29
Yeah, it's one of the first things that we talk about in the Book Yourself Solid for Chiropractors book. There is definitely a difference between marketing and sales. I believe that service providers are oftentimes taught to rely heavily on their marketing efforts to get new clients, when really marketing just creates awareness. People have to be aware of you and what you have to offer before they can decide if they even want to buy from you, and I think that once people are aware of you, what they end up doing is especially nowadays, because so much information is readily available at people's fingertips. People are going to look up your business foundation, they're going to look you up on social media, they'll check out your website, they'll look to see how benevolent are you, what type of offerings do you provide, and if they look at your business foundation and they feel secure, then they may not necessarily want to buy from you at that moment, but they'll give you an opportunity to earn their trust. If somebody looks at your business foundation and they don't feel like it was meant for them and they don't feel secure, then they're just going to fall off and go away. So I think that it's important that service providers have a plan in place to build trust, because that definitely takes time, and I think that if your pricing strategy is right and you have a simple sales conversation at the right time, then you can definitely book yourself.
Speaker 2:
6:59
Solid Sales is ultimately goal-oriented communication. That's what books the business and it's important that sales are sales or um. Sales offers are proportionate to the amount of trust and credibility that you've built. Um. If your marketing is on point, then people will come to you and they'll ask you to close them. They'll ask you to sell them. You may end up talking to a prospect who they've seen your marketing, they've checked out your business foundation. They feel like you are the person that's meant to work with them. They'll approach you and say something like so how do I work with you? Or you know, I think I need you, I need to work with you, so how do I become a patient? That's ultimately what will happen. If your marketing is done right and you have that sales conversation at the right time and you've built enough trust and credibility, then you don't necessarily have to be really pushy and try to convince someone to come work with you. They're already seeking you out and they know that you're the person that can help them.
Speaker 1:
8:03
So am I hearing that marketing is something that should be going on in the background consistently, so that the sales process becomes so much easier?
Speaker 2:
8:15
Absolutely.
Speaker 1:
8:16
Yeah, yeah. So you say in your book. You teach clients how to position themselves as the go-to option in your community, bringing a consistent stream of new patients. Is that what a personal brand is? Is that what a business brand is?
Speaker 2:
8:33
Your personal brand is really your reputation. It helps distinguish yourself from everyone else and it's ultimately what makes you unique and makes you stand out. And I think that when you have a really strong personal brand, your true essence will drive your ideal clients to you. It allows you to express yourself through your marketing so that people feel like you were meant to work with them and they were meant to work with you. And I think that all too often, service providers hide behind their business brand and they don't necessarily work on developing their personal brand.
Speaker 2:
9:12
And I think that it's important to work on your personal brand because people do business with people. They don't do business with businesses. I think that that's something that you'll start to see now. People don't necessarily want to look on social media at what businesses are offering. They're really looking at the person and if they know you and they like you and they trust you in that order when the time comes and they need your services, then you are the go-to option in the community. They're not going to have to look on a provider list to see who they are supposed to work with. They'll know that you're the one that they need to see.
Speaker 1:
9:58
So what, then, is the difference between a personal brand and a business brand? How can you like is it something if you, if a physiotherapist is listening, and they're they don't have much of anything going on right now and they're like okay, what should I build first? Where should I go? Should I do them both together? Is it more important to do one or the other? What's your advice on something like that?
Speaker 2:
10:23
I think that building your personal brand is definitely going to be important for a service provider to develop the business brand. I think that when people start to look at building a business from the ground up, they'll work on the business brand. They've got their logo, they've got their mission, their core values, they've got the culture figured out, but they don't have their personal brand figured out. And when it comes to your personal brand, we talk about this in the book, but there are three statements that you should develop. It's your who and do what statement, which is ultimately who you help and what you help them with, or the result that you produce. And then the last statement is your stand for statement, and this is ultimately why you do what you do. If people know through your, your personal branding, uh, who you help maybe you're a chiropractor who loves working with pregnant moms, uh, and, and you're a chiropractor who loves working with pregnant moms and you're really committed to helping them raise happy, healthy babies, naturally, then if all of your personal branding has that out in social media, your website, then those new moms can see that and know that you're the person that they're supposed to work with.
Speaker 2:
11:48
Your stand for statement, again, is your why and this is not why you do what you're doing and why you get up every morning.
Speaker 2:
11:55
Some people think that your why, like I, I'm doing this because I want to be the first doctor in my family. That's not going to necessarily move the needle or cause someone to want to work with you, but your stand for statement is essentially what drives people to you. So a stand for statement could be I stand for a world where we celebrate the expression of life rather than the suppression of symptoms. If somebody that you're meant to work with hears that or sees that, then they can get behind that philosophically and that really allows someone to get a very clear picture of who it is that you serve, what you help them with and why it is that people end up working with you and why you do what you do. So I really think that it's important for people to see that distinction between your business brand and your personal brand, because without that personal brand, again, people in the community may not even know that you are the person that they need to work with.
Speaker 1:
13:02
Yeah, I like to think about it in the fact that the business and the personal brand can intertwine but they should be separate. Because, think about it this way in the world of the people we're talking to health professionals a lot of them own their own business and so it can get really modeled where the business and personal brand are together. But think about it as, say, an associate of a practice. You can really design your personal brand and you can take that with you if you move on to a different practice or that type of thing. So really make sure that you're having a look at that personal branding and how important that is. So those statements are a fantastic way, I think, to get a bit of a baseline to start what your personal brand is and who do you want to work with? Fantastic. What does it mean to be preeminent in your community?
Speaker 2:
13:56
Um, I think to be preeminent. You, ultimately, are the authority in the community, you're the go-to provider. Prospects will come to you asking to be closed because they know that you, you are the person that they need to work with. And that's oftentimes because they the community, has seen who you are, what you have to offer and they see you as the leader, as the authority to help the people that you're meant to serve.
Speaker 1:
14:27
And I think that leads really well into this next sort of line of questions I want to question you about is when you're trying to be preeminent in a community. It sounds like you're trying to be everything for everyone, and we all know that. From a marketing point of view, you know the old saying the riches are in the niches and things like that right, so it kind of flies in the face of that. So how do you kind of meld those two together? Like how important is it to define an ideal client? And I know that's a word that's thrown around a lot. So, first of all, what is an ideal client? Then how do you define it? And then how do you use that preeminence to talk to them directly?
Speaker 2:
15:11
Yeah, when it comes to your ideal client, your ideal client is essentially an avatar that you've created. It's essentially an avatar that has all of the qualities and traits that you want in the person that you do your best work with. I think that service providers you'd mentioned that service providers think that they're supposed to take care of everybody. As a chiropractor, I was taught take care of everyone with a spine, but we're really only meant to work with a finite number of people in our, in our career, and so you might as well only work with the people that you do your absolute best. Work with the people that you're meant to serve, the people that you love working with. You get inspired by, you, get energized by working with them and with the book yourself, solid concepts. Everything revolves around your ideal client, your marketing, your offers, your sales conversations, the experience that they may have in your brick and mortar business. And I tell, I tell people, when it comes to identifying your ideal client, if you can get really clear on their qualities, their characteristics, you look at, perhaps, their circle of influence and the people that they run with. Maybe you think about the kind of ethics that they hold, the things that they talk about, which showcases what they're really passionate about or how they contribute to society, what they like to do.
Speaker 2:
16:41
I think that if you can clearly define your ideal client, it makes really trying to market to those people so much easier and it allows you to speak to those people so that they know that you are the preeminent leader in the community, because they're seeing the things that you're putting out again through your marketing. They see the offers that you're putting out there and they'll feel like you are speaking to them. You'll end up speaking to their subconscious. You'll get their subconscious conversations going and you'll get them to a point where they'll feel like you're the only option for them, and I think that's what helps set service providers up to be the preeminent providers in their community.
Speaker 2:
17:27
If their ideal clients know that you understand what their urgent needs are, what are the things that they're trying to move away from? If you understand their compelling desires, what are the things that they're trying to move towards? What are the things that they are hoping for in their future? If your ideal client really feels like you're speaking to them and you're meant to work with them and they're meant to work with you, then again there could be several other providers in your community that offer the same service, but they'll look to you because they feel that you're the one that can help them.
Speaker 1:
18:08
And is this where the red velvet rope scenario that you talk about in the book? Is that how this works? Talk about that red velvet scenario.
Speaker 2:
18:19
Yeah, the red velvet rope policy which we talk about in the book is ultimately a filtration system that only allows your ideal clients in to your, into your business. It's based off of like a Las Vegas nightclub. You think about nightclubs and how they have at the door a red velvet rope and there's a bouncer behind the red velvet rope. At the club there might be some people who can walk straight up to the red velvet rope. They'll open it up and let the people in, while there are other people who have to stand outside in line waiting to be let in. The line makes people think that it's more attractive to get in, and so, ultimately, the red velvet rope policy just creates demand on the outside. If you say yes to everyone, you may end up working with clients that you don't really enjoy working with to everyone. You may end up working with clients that you don't really enjoy working with, and I imagine listeners who are working with clients can think of probably a handful of dud clients that they work with. These are people who drain you of your energy. Maybe they're just difficult to work with. You look at your schedule and you see them on your schedule and you're like, oh my God, so-and-so is coming in, I don't All right. I got to mentally prepare to see this person. I know for myself, when I used to see duds in my clinic, I would spend so much more time a disproportionate amount of time with my dud clients and ultimately that kept me away from spending time with my ideal clients. And so, um, the red velvet rope policy is really about trying to make sure that you're letting your ideal clients in.
Speaker 2:
20:12
It's not, um, this is something that I tell uh people as we're talking about this concept, the red velvet rope policy is not necessarily you can not come in. It's really you have to wait. Um, if they're your ideal clients, you let them in. Maybe they're. Maybe you have like a two week wait for new clients. Um, if they're your ideal client, maybe they. Maybe one of the qualities that you want from your ideal client is they were referred to you by one of your established clients. That may get them right up to the front and the red velvet robe opens and they're in. They don't have to wait two weeks to get on your schedule. Maybe you get them in within 24 hours, versus somebody who comes off of your website or they inquire because they've found you off of a list, maybe those people they may have to wait 10 days before they can get on your schedule. So that's kind of a way again to filter out your ideal clients versus people who are not.
Speaker 1:
21:23
And how would it work for somebody who is at the beginning of their journey or who is struggling? And they're saying, yeah, that sounds good, but I can't afford to turn people away, so how?
Speaker 2:
21:38
does that?
Speaker 2:
21:38
work afford to turn people away. So how does that work? Yeah, in the beginning your red velvet rope may not actually be very high. The red velvet rope might actually be on the ground where you're letting people in because you're really trying to figure out what are the qualities that you want in your ideal clients. So in the beginning you might end up having to take a lot of people. But then you start to filter out or you start to figure out who it is that you really want to work with. And as your business starts to grow and you get busier, then you can start to raise that red velvet rope. So it might be a little harder for people who are not your ideal clients to. It might be a little harder for them to come in. But yes, in the beginning red velvet ropes on the ground there isn't much of a barrier between you and people in your community. But as you get busier and as the business grows, the higher the rope and the more someone might have to go through if they're not ideal.
Speaker 1:
22:38
Yeah, that makes a lot of sense. You know, if you're at the beginning of your journey, lower the standards a little bit and as you get busier, as you get more successful, as you learn more about who you want to work with, then start raising that rope. That's fantastic. You also talk about becoming a likable expert, because we all know that the idea of an expert or an authority figure can sometimes have a little bit of a negative connotation in people's minds. How do you become a likable expert as opposed to just an expert?
Speaker 2:
23:13
Hey, you know, like I mentioned earlier, people do business with people that they know, like and trust, and it's not enough to just be an expert.
Speaker 2:
23:22
You can be an expert at whatever it is that you do, but if people don't know you because your marketing isn't that good, if they don't like you and they don't trust you, it doesn't matter how much you know and it doesn't matter how how big of an expert you are. It's really important for you to again going back to personal brand build your personal brand so that people begin to know you, like you and trust you, and it has to happen in that order. I think that a lot of times people think well, in order for me to be likable, I have to know as much information about whatever it is that I do, and really people need to learn more about who you are. And I think that part of building your personal brand isn't just sharing the professional side of yourself, but it's also sharing your hobbies, the things that you love to do, things that make you authentically you. I think that if people can get a better sense of that, then it's so much easier for them to look to you as a likable expert.
Speaker 1:
24:35
So you saying, for example, I'm a huge mountain biking fan, like it's my passion, I do it as much as I possibly can, that I should incorporate that into my personal brand rather than just being like the chiropractor, the posture expert, you know, sit straight and do this but show people that side of me? That seems maybe counterintuitive and a little bit weird. It's like why would people who want to see me as a professional want to see me mountain biking and being an idiot crashing and all?
Speaker 2:
25:08
those crazy things.
Speaker 1:
25:09
So is that what you say?
Speaker 2:
25:11
Yep, absolutely, because sometimes people they may see that you are super knowledgeable in your field, but if they see that you're into mountain biking and they're into mountain biking, they might think, okay, great, I really want to. When, when the time comes and they need to see a doc, I'm going to call Dr Scott because he's into mountain biking. I've seen him crash on his bike. I've crashed many times on my bike. I think that's part of the reason why my posture is so messed up. So I should probably go see Dr Scott, and I think that I myself was very guilty of this.
Speaker 2:
25:47
In the beginning I didn't want to share anything about my personal life. I'm a very private person. But going through the book yourself solid concepts I realized that part of my personal brand I mean, it says it in the name it's personal. People want to know you, they want to like you and if you're into cooking, I love cooking. I love traveling, I love adventures. I don't have kids. I had a dog, we, um. She lived a very long life, um, but when my dog was around, um, the more photos that I shared on social media of my dog, the more I showed people a glimpse of what I do on the weekends outside of my office, the adventures that I go on, the travel that I do, the more engagement I got from people in the community because I think that it allowed them to see that I was just like them.
Speaker 2:
26:41
And again, people want to do business with people that they like and if you're, if you can be seen as somebody who is relatable and likable. Again, when the time comes and they need your services and they're going to reach out to you. I remember when I first started doing this again going back to my dog I had a lot of people who would comment and say can we see more Indiana? Please Can you post more photos of you and Indiana on adventures? And I thought that that was funny. And my husband he I remember him telling me he's like you know, people want to know that you're a real person and that you're just like them. A lot of my patients they have dogs, they don't have kids, and so they want to see a provider who's just like them. A lot of my patients they have dogs, they don't have kids, and so they they want to see a provider who's just like them.
Speaker 1:
27:24
And it makes it easier to post on social media, doesn't it? Because when you're posting about the things you love, it's not like oh my God, what am I going to say? How am I going to come up with this thing? I've got to look and feel professional. I've got to come up with a script. I've got to do this. I've got to do that. I'm just supposed to photo my dog. Yeah, yep, yep, yeah. It's a great way to go ahead.
Speaker 2:
27:45
I was going to say, and sometimes the more organic it is and the less produced it is, the better, because then people know it's not, it's not created by AI or it wasn't totally elaborately put together. It was just something that was very organic. I think that that really helps, especially nowadays with AI. I think people are just skeptical sometimes of some of the things that they see, especially if it's business related. So if you're sharing more personal stuff, it again is authentically you. Then I think that the people who you're meant to work with and the people who think that they're meant to work with you, it's going to resonate with them and they'll want to work with you.
Speaker 1:
28:25
Fantastic. Let's go a little bit more now into the strategy side. I know in the book there's a lot of strategies.
Speaker 2:
28:32
One of them is you call it the keep in touch strategy. How can health providers and small businesses use that to grow their business? Perhaps you share something on social media where you're offering a free ebook and you collect information from people. You cut their name and their email address. You can create a nurturing email sequence that goes out to prospects on your list. Ultimately, all you're doing is providing value by sharing content that you think that they'll appreciate and over time, it allows you to build trust and credibility and and you stay top of mind. If you are consistent and you're, you're nurturing these prospects because ultimately, you're, you've now gone into relationship with these people. It might be a very distant relationship but through the nurturing process, if you're staying top of mind, the relationship starts to get stronger and stronger and when the time is right and they need you, they'll reach out.
Speaker 2:
29:48
If you have a list, it's important to nurture them. You want to be relevant to the people on your list. Otherwise, you can get lost in the shuffle and people won't be thinking about you when they need you. So I think that it's it's really important for people to understand that keeping in touch is really, really important. I think that sometimes service providers they'll they'll collect data and and they just won't, they won't do anything with that data. Or if somebody does not become a new patient data, or if somebody does not become a new patient, then they're just dead to you. They don't necessarily have to become a patient right there at that moment. If you again nurture them and you provide value, these people are giving you opportunities to earn their trust so that over time, when they need you, they'll know to reach out to you.
Speaker 1:
30:45
Yeah, it's a fantastic way to look at it. Gary Vee, a good mentor, talks about the idea of jab jab, jab right, hook Right, and I think a really key, important strategy that we sometimes get wrong as health professionals is we don't use the data and keep in touch, but then, when we do, it's all about sales straight to sales as opposed to providing value. So really important to maintain that and the jab jab, jab right hook that I talked about was value, value, value, offer right. So using that strategy, I think is super important, offer right, so using that strategy, I think is super important. What about when it comes to referrals? We all you know everybody loves referrals. Where's the referral strategy? And put yourself solid.
Speaker 2:
31:29
Yeah, the referral strategy. Referrals are really important when it comes to a service-based business. I think that it's very important for people to have multiple referral strategies and I find oftentimes, talking to service providers, they don't have enough referral strategies. Some referral strategies can be general these can be things like partnerships or collaborations while others can be more targeted or more geared towards VIP. These can be things like workshops, events, masterminds, things where people get higher levels of engagement with you or higher access to you. I think that most people they want to refer to you, they just don't know how to, and so if you can have multiple referral strategies in place, then this will allow the people who are already doing business with you, who already know, like and trust you, to refer other people most likely just like them to you, so that you can continue to build a business that's that's built on your favorite types of people to work with.
Speaker 1:
32:36
I think, yeah, super important to have multiple sort of ponds to be fishing in. You know, put your line in that one and that one and that one. And then I think that simplicity part is super important as well, like using what we have in today's world like a QR code that brings them, you know, through a system and then nurturing, and you know the whole process. A lot of it can be automated and simply done these days, and so, you know, utilizing those things that the big businesses use but within our small businesses can make such a huge difference moving forward.
Speaker 2:
33:09
The concepts are in the book. We talk about six self-core or, excuse me, six core self-promotion strategies, referral strategy being one of them and these concepts, these are things that don't require a whole lot of money. I think nowadays people are always looking for the next big, shiny object, the thing that costs a lot of money to try to drive more people into the business. But the concepts that we talk about in the book they're invaluable to people who want to try to build a business without having to spend a lot of a lot of money. You'll have to put in some time and form a lot of relationships and and make sure that you are again building trust and credibility, but it doesn't involve a whole lot of money. And while there are six core self-promotion strategies, you don't have to do all six to be successful. You can really just pick a couple of them and just work those really really well to book yourself solid.
Speaker 1:
34:12
Great, great and important too, because a lot of people who might be struggling with the idea of spending a lot of money, and so you know, in general it's either spend more time or spend more money. You could do both, you could do neither. But by spending a little bit more time you can save yourself a whole lot of money and then utilizing it to get more of your ideal clients the big money ones tend to be a little bit more of a. You just throw in a net out and seeing what happens, right. So the time is where you're going to get the best clients and moving forward from a long-term perspective, I think is definitely the best way to go, for sure, yeah, so what are you reading right now? What are you listening to?
Speaker 2:
35:01
reading right now? What are you listening to? I'm currently reading a book called Leading with the Heart by Mike Krzyzewski. I'm a really big college basketball fan and we're just a couple weeks away from the big March Madness tournament, and I'm reading this book because it's all about leadership and how to earn it, how how to practice it, how you can use it to move your, your team, your organization to the top.
Speaker 2:
35:27
And and I just I love it because I'm I'm a cute, like I said, I'm a huge college basketball fan.
Speaker 2:
35:33
Um, I'm a big fan of uh Duke, uh university and their college basketball team, and Coach K was the coach there for such a long time, and I've now gotten to a point where in my business, like you'd mentioned at the beginning of this interview, I've been in practice for almost 20 years and I've now gotten to a point where I have a very young staff and I am I'm dealing with people and personalities that I've never really dealt with before, and and I like that coach K, over the years, has had to work with a lot of young student athletes and has had to figure out how to get all of them on the team working together to move everybody towards that, that main goal and so I love the book. I love, I love coach K and because I love college basketball and um, and the fact that it, it, um, it really talks about how the business of basketball and and team building can still be related to business concepts. I, I, I, just I love the book for that. So, um, yeah, that's, that's the book that I'm currently reading.
Speaker 1:
36:50
Nice and the more I yeah, I've been practicing 21 years, so you know very similar about um the more I'm in this, the more I realize that so many things cross over from personal to business and business to personal, and you know they're not separate, they really are sort of intertwined into each other. So thank you so much for coming on the show. The book is called Book Yourself Solve for Chiropractors, being released in a couple of days as of this recording, maybe a little bit already released, so ready to go. Where can you get it?
Speaker 2:
37:22
Amazon, barnes, noble, really any platform that you love to get books on.
Speaker 1:
37:29
Fantastic, and there is a workbook that goes along with it.
Speaker 2:
37:32
Yes, the workbook is very important. I tell people you can read all the books that you want, but if there's no action that is taken, you're not going to grow. So there's a workbook that will help people work through a lot of the exercises and the concepts that we talk about in the book.
Speaker 1:
37:48
So and is is a workbook, a downloadable sort of separate from the book, perfect. Yes, because that way then they have access to you and you have access to them, and so you can nurture them. Yes, that's way then they have access to you and you have access to them, and so you can nurture them.
Speaker 2:
38:00
Yes, that's right, fantastic.
Speaker 1:
38:03
So although it's called Book Yourself Solid for Chiropractors, it has solid foundations for any healthcare professional and really small business. So if you're not a chiropractor but you're listening to this, thinking, oh, maybe I get the book. It is fantastic. It has so many solid principles in there to get yourself booked solid. So any closing remarks? Anything you wanted to say?
Speaker 2:
38:27
No, I'm just very thankful that I'm here on this podcast with you. It was great to spend time and hopefully I have been able to pour into your listeners and provide them some value. This is a lot of fun.
Speaker 1:
38:44
I'm sure that there is value provided. So again, thank you so much. Thanks for listening to this episode of Questioning Authority. I hope you enjoyed the show. Stay tuned for the next one coming out soon. I hope you enjoyed the show. Stay tuned for the next one coming out soon. This episode has been brought to you by the Authority Co. Helping service providers increase authority and revenue. Check out theauthoritycocom for more info.
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