Don't sell a guy one car. Sell him five cars over fifteen years.- Dave Moss - Glengarry Glen Ross
As someone who sits a lot at work, dealing with back and hip pain is a daily part of my life. This causes me to cherish any chance I get to see the chiropractor, physiotherapist, or go for a massage.
The thing that irks me when it comes to these services (especially the chiropractor) is I always feel they’re holding back.
A visit to my chiropractor includes an ear beating about the technical parts of my injury that I don’t understand, a single back crack, and multiple reminders to come back for another appointment.
Even though the one back crack helps, I always leave feeling like he could have done more.
I have a similar experience with physiotherapy. The trainers who show me how to do the rehab exercises couldn’t be less interested. They give a half-assed demonstration, then stop and stare into space as I complete the exercises.
Whether I'm at the physiotherapist or the chiropractor, I never feel like my needs are fully addressed. In these professions, it's easier to attack your customer's pain points because they literally tell you. Yet, I can't seem to get my physio or chiropractor to go the extra mile, even when I express my dissatisfaction. This is the complete opposite of what you want to do when building relationships with customers.
Here's my conspiracy:
I think my chiropractor only cracks my back once or twice, so I rebook an appointment for next week.
I think the physiotherapists purposely doesn’t tell me I have weak hip abductors, so I don't look up additional exercises on my own.
Maybe they feel they have to do this out of self-preservation - to keep their business going. Either way, this is a feeling I don’t want my clients to have. In fact, when your clients feel like you over-delivered, you’re going to have a bunch of happy people willing to tell others how helpful you've been for them. This is something that just doesn't happen when you lead with money.
When you operate in an online environment, nothing is as powerful as a good testimonial. Going the extra mile in the quality of your work and finding ways to better address your customer's needs are examples of how you can build loyalty.
My chiropractor's approach got me to book a few extra appointments. But is a few extra sales worth the lack of referrals I'm sending his way? Is it worth what I'm going to tell people about his business if asked?
Don’t be like my chiropractor. If you’re good at what you do, and you go all in, you won't have to worry about people coming back.