Mobile DJ lessons from my neck injury

Posted by James Wedmore on June 5, 2010 · Leave a Comment

I have a quick story and a GREAT business lesson to share with you…

Earlier this week I injured my neck pretty badly at the gym. It is safe to say I was in the the worst pain EVER in my life. No joke! Anyway, I called up a local Chiropractor and scheduled an appointment. As I was been driven up to his office I got started thinking about this doctor’s business model…

Over the phone his secretary told me that I am welcome to a F.R.E.E. consultation and each session is just $65.00.

What?? Just $65/hour?? That’s like how much I make bartending! How is this doctor only making that much! I mean, really, he’s a doctor!!

Well, it wasn’t until AFTER my “f.r.eee” consultation” did I realize what was going on…

Already I had a bill for $295 AND I was scheduled to come back the next day. OH, and I was only in his office for 20 minutes! (And trust me, there was another patient waiting as soon as I got out of there!)

dj lesson? So what the HECK happened?!

Well, let’s break down this chiropractor’s business model and see why he is so successful at getting my money (AND how you can learn from his genius techniques)

1. He “lures” you in with a “f.re.e. consultation” and a small price of JUST $65.00

2. Upon arrival, he immediately UPSELLS (magic word of the day!) you on supplements, x-rays, and other medication!

3. He gets you in and out of there as quick as possible. A session is NOT the assumed 60 minutes. It’s just 15.

4. He Gets you coming back! Once he’s got you agreeing to give him money, it is soooo much easier for him to get
you to come back time and time (and time) again.

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Let’s translate the four steps into Bartending Business-related Tips:
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1. Offer Something for FREE! (Consultation, an hour of service, ice, etc)

2. UPSELL on additional products and services (concierge services, servers, bar rentals, glass rental, etc) Make people feel they NEED what you’ve got!

3. Value Your Time! If you are staying late, you better charge more for it!

4. Keep marketing your “past-clients” get them to become customers for life!!

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In Conlusion:
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Am I angry with my chiropractor? NO! He took me out of a lot of pain! He was worth every penny! DON’T think for one
second that what HE did was “sneaky” or unethical. It all comes down to business and marketing, and if he wants to
stay in business, he is going to have to do things like upsell me on additional supplements and ask me to come back for
additional consultations. If you are NOT following those four tips listed above, perhaps it’s time you incorporate them into
your business.

You can always learn great marketing and business practices from others like I did in the example today. Let’s just hope it
doesn’t have to be out of the circumstances I experienced where I was in EXCRUCIATING pain!