The Case Against Screenings

Back in the 90’s I used to work for a lead generation company that used to use fish bowl raffles as their main lead generation system.

How it worked was simple:

Enter your business card in the fishbowl for a chance to win a free cruise.

Then those leads (all but 1) would be called and informed they didn’t win the free cruise but they could purchase a dream vacation for an extremely affordable price.

I later used this same idea when I was selling gym memberships — enter your card for a free lunch. Only one person would win the free lunch and everybody else would be informed they hadn’t won the lunch, but they had won a free trial at the gym. I don’t know if I “invented” this for the gym industry but I know I was one of the first to use it and worked like gang busters for leads.

The problem:

The conversions were extremely low and it took a lot of time and effort. I consistently posted impressive sales numbers but it was a GRIND.

It was basically a form of cold calling. One person at time.

A version of this in the Chiropractic industry: Spinal Screenings.

I know some VERY successful chiropractors that have built their practices with screenings as their main client acquisition strategy.

I’m not saying they don’t work.

On the contrary, if done right and consistently, you can build your practice using them.

But just like the fishbowls, it’s a grind.

• You have to create and master a script.
• You have to become EXCELLENT at sales.
• You have to have a mindset that knows how to manage and deal with rejection
• And the part I’m against most of all, is it has to be done one by one.

And on top of all that, because of how most people do them, they are not positioning themselves correctly, and it comes off as ‘begging’ prospects for the opportunity to have their spine’s screened.

A better way is to use group presentations. Like dinner with the doctor, community health talks, webinars, in office client appreciation events.

Here are just a few of the reasons why they’re better than screenings.

• They are leverageable. You can give the same talk to 100 people as you can to 1 person.
• They automatically put you in a position of authority. Just by being in the front of the room, you are no longer a beggar, you are a teacher.
• When you are speaking to group, they have the ability to process the information in their own personal space, they don’t feel so pressured like a 1 on 1 situation.
• They don’t have the ability to ‘object’ to your claims. It gives you an opportunity counter their objections in your presentation. (this should be part of your presentation)

I don’t know about you, but the idea of spending all day being seen as salesman hocking my wares at fair, begging to screen spines vs. speaking for 1 hour and being seen as a rock star authority, isn’t attractive to me.

There’s a better way.

A more efficient way.

And certainly a more enjoyable way.

If you want to learn the ways of the authoritative speaker, join the other smart colleagues that have enrolled in our http://www.chirospeakingclub.com. You’ll never have to give another screening.

See you tomorrow,

Jeff Paro
The Chiro Speaking Club