Landing Them is Easy... Now What?!
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So my friend (the same one I've been working with / learning with to help him out as before) has done a great job lining up meetings and devouring AP and Bayo's material (Chiro niche after all). This issue is that we went, had a meeting with a would-be-client, and that would-be-client said "I'd love to hire you." ...Now, this was just after showing the mini-blueprint and explaining we'd do all that for referrals because he is great (he is, he's helped my friend tremendously). He said that seemed quite complete and wanted to know what else could even be done.
I explained (likely poorly) that depending on what they needed done for less than a cost of a part-time administrator he'd have more business than he could shake a stick at... or at least all there was out there to be had for the dollars he could spend.
He laughed. He spends a bit less than 10k a month on marketing. "I see." I replied. He then says "Let's get your questionnaire started". "Oh crap. It worked." I think inside my head. Loudly.
So now I come to the forum shaking my head. NOW WHAT? I have a completed questionnaire below, and want to know what I discuss with him during our follow-up meeting. What do you guys think? What should I ask more about? What kind of action plan or timeframes should I give him?
All of this material I now realize has prepared me to get a client... but what the hell am I supposed to do with the questionnaire? I have AP's YSO and WSO and a copy of 'the thread'. I have reviewed it and have some questions; but I really don't feel I know what comes next as-it-were. Do I just say "Thanks! Here is what I think will make the biggest difference for your situation, so we'll start on that right way, and here are the next couple items after that. We'll setup tracking and make reports for it all so you can see what is going on each month in more than just increasing receipts."
Here it is. Any feedback / direction will be very useful. Thank you guys. This is educational and fun for me... but it is needed in mere months to put food on the table of my best friend on the planet.
::::Local Chiropractor Questionnaire Results::::
How many years in business: 20+
Is this a family run business : No
Are you the original founder: Yes
Who makes the final decisions Me
population pull: about 200k
Other locations : None.
1. What do you consider the scope or range of your practice?
Target is individuals with chronic neck or back pain looking for a revolutionary way to resolve or reduce it without drugs or surgery.
2. Are you a referral based company? What percentage of your practice is from advertising efforts?
Yes we are referral based company: 25%
Insurance/panel based/professional referrals: 55%
Marketing: 20%
3. If you perform non-chiropractic services, what are they? ((Many.))
4. What percentage of your practice are repeat clients vs. 'one-event and done'? 90%
5. How many chiropractors do you have at your company? 3. (Plus one other 'non-chiro' professional)
6. How many supporting staff do you have at your company? 3.
7. Do you charge hourly or flat rate? Flat
8. What is your hourly rate or factor? Varies from 30 – 120 based on the service
9. Have you hired an accountant to calculate what your actual cost per hour is? No.
10. How many appointments does each chiropractor average per week?
((Edited)) ...they range from about 50 to over 100. ((Does that sound right? Did he accidentally give me monthly numbers? That'd be 10 a day on the low end!!))
· What is your average ticket/transaction size? $65.
· Does your team do any upsells? No.
· Does your team do free consultations? Yes.
· Do you offer packages? Where someone can commit to buy more than one service (or several instances of the same service) for a lower rate than someone who only commits to one service/session at a time? No.
11. What is your average profit in dollars per client transaction? Lifetime value per client? Average profit per incoming contact (call/web/referral)? ((I've adjusted the numbers, but this is the 'idea' of them.))
Calls: 1300
Web: 700
Referral: 1000
12. Do you have a consistent method to follow-up on prospects or leads? No
13. What dollar amount does the average chiropractor produce in gross sales per year? What is the low and high end?
((Edited here... I'll happily PM select folks, but would rather leave it off here. The owner does the most; (double the least busy chiro)), but they all do 'enough').
14. Have your staff received sales/customer training? Limited but some
15. From who? Practice Consultant and Seminars
16. When was the last time they were trained? January
17. How often do you train your chiropractors and staff? We have a weekly staff meeting, specific training 1-2x/month
18. What is your monthly or annual budget for advertising/marketing? 900 ((Not accurate at all given history and 'one time' things we know about already... sans PPC this is till about only 1/2 their real spend.))
19. Do you have any seasonal budgeting? For what and when No specifically, spend when we need to.
20. How do you determine where to spend your marketing dollars? Based on how compelling the investment appears to be.
21. Have you calculated the R.O.I. (Return on Investment) from each media? Yellow pages yes: Currently projected to be a 3:1 return. Other media, I have a general sense and can query some of this information.
22. Where do you believe your best marketing results or efforts are coming from? Currently, establishing relationships with referring physicians within the community (pain specialists and family care)
23. What percentage of your Advertising/Marketing budget do you spend on retaining past and current customers? 75/month ((NOTICE: That is $75 a month... with totally monthly spend (counting PPC on the other site) of 9k/mo. Total without PPC is still 2k/mo.))
24. What current Media do you use for advertising? ((All numbers they gave are ANNUAL))
Yellow Pages 83% of Budget (11k)
Internet 4% of Budget (500)
Email Marketing 9% of Budget (1.2k)
Other 4% of Budget (500) Door Hangers, Flyers, Business Cards, etc…
25. Are you tracking your results from the above media? Yes,Yellow Page and email marketing. ((This is done via exit survey post client session.))
26. Is your website making you money?(With more than one, break each out.) Chiro site = no. Supplement site = YES.
27. What methods do you incorporate to drive traffic to your website? Chiro site = none. Supplement site = PPC.
28. Are you using any online lead sites? No
31. How do you follow-up with prospects, past customers, and current customers? Past Client: 6 month recall/reminder cards get sent out.
32. Do you have a database or CRM (Customer Relationship Management) system in place? No, however we do use a service called coupon crusaders which enable us to communicate outward to those in our e-mail database at whatever frequency we would like. Limited effectiveness at this point. Does not have true CRM features.
33. How many names are in your database? 450 email, 2000-3500 clients.
34. How often is your database updated? E-mail, monthly. At least it should be getting updated. I do not oversee this portion.
35. How do you collect information such as email addresses, customer info,etc? Initial intake of the patient.
36. Are you currently working with any type of advertising/marketing or internet company? PR Company which I do not feel I received great value or return from. Forgot to put this in my marketing fee for last year.
37. What about in the past? I am members with a practice consulting company, currently not on an active contract, but have access to all services, seminars, and resources.
39. What would best describe your current sales? Increasing sales
40. What are your business goals?
1. Systematize the business in all aspects. We are too personality dependent.
2. Create production goals and incentives along with a way to manage and implement.
3. Create efficiency, a unified message and advertising/marketing/communication and follow up process that drives the business.
4. Double rehab numbers/volume in the next 16 months.
5. Create a managed care plan that can be sold to small business for employees to utilize our services at a discounted rate. Insurance Brokers will sell this plan for us.
· Are you looking to grow your business? Discussed above
· Do you have an exit or succession strategy? NO
41. What time frame are you looking to achieve these goals? 12-16 months
42. What are your expectations if you decide to work with us? Results
:::::::
As you can see I've ((edited)) bits, and cut 'filler' out. Any help on 'what's next' would be good. Otherwise before the next meeting I'll just sit in the corner and rock while listening to AP's old webinars and go from there. )#@*. Do I have all of them? It doesn't seem like it. *Que minor freak out... esp. as I'm out of rum.*
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