On page 17 of the book Starting With Why, author Simon Sinek talks about the most popular sales and marketing strategy there is: MANIPULATION. He writes:
“When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for a good reason. Manipulations work.”
He goes on to expand on the major types of manipulations which include
Price, Promotions, Fear, Aspirations, Peer Pressure, and Novelty and how manipulations lead to transactions, not loyalty.
Along with All Marketers Tell Stories by Seth Godin, I highly recommend that you read Start With Why.
So, WHY am I telling you this?
Because ChiroTrust is through with its “3 Months Free” promotions to manipulate and attract new members. It has worked too well. We’ve attracted too many D.C.s and too many wrong D.C.s. Yes, some D.C.s can’t be helped.
Just imagine what would happen to your practice if you offered patients “3 months free”! Exactly.
In place of this promotion, we will be raising the membership fee with no “free trial”.
How will this impact you?
It won’t, at least not in a negative way. Current members (like yourself) will NOT have their membership fee raised. As long as you are in good standing and maintain your membership without interruption, your fee remains the same.
Additionally, more effort will be focused on new and improved ways of marketing your practice for you as well as what you can do to attract better quality customers too.
Bottom line, soon you, your patients, the general public, and this profession we call “Chiropractic” will notice how exclusive and special ChiroTrust and your office really is.
So stay tuned, continue to do your part, and as always, thank you for your support!
P.S.- I will be re-evaluating my ChiroTrust working “IN” and working “ON” activities. If I have to make some painful decisions to best serve you, I will. So like your life and practice, expect some subtle ChiroTrust tweaks in the horizon.