So you’re at a business network meeting and someone comes right up to you and says,
Hi, what do you do?
A] Freeze, say nothing, and go into a paralytic, conscious coma.
B] Mumble, use lots of Um’s, and talk about your modality.
C] Roll out a smooth, rehearsed, 8-12 second pitch.
I’m thinking A or B, am I right or am I right?
Hi, I’m Andrew, The Practice Leverage Expert, here today to talk to you about the Power Pitch, but before I go on, let me give the credit where it’s due. My good friends, Andy Ramsay and Marcus Bird from the Wellness Leadership Academy actually taught me this, so big shout out to the guys, cheers.
As a practitioner and/or practice owner one of the biggest traps is reacting by talking all about your modality.
NEWSFLASH! You are not DEFINED BY YOUR MODALITY NOR IS ANY ONE REALLY INTERESTED!
Sorry to break it to you, and I know you’ve done years of study, accumulated 2, 3, 4 + different modalities in your toolbox and have years of experience.
BUT STILL NO ONE CARES!
So how are you travelling so far? Are you ok?
If you’re still prepared to read on, I promise it gets better.
Let’s revisit this earlier scenario again. You meet someone at a business network meeting, they say, ‘Hi, what do you do?’
You say, ‘Hi, I’m Andrew, I’m a Chiropractor’.
The room goes silent. You could hear a pin drop. What just happened! Well, the person you’re talking to has had horrible experiences with Chiropractors, in fact one Chiropractor ‘almost put him in hospital’…allegedly.
You’re just lost any opportunity to tell this person ‘WHAT YOU’RE REALLY ABOUT’. You’ve put yourself in a box, and nailed the coffin shut. Lights out, end of conversation.
Now, of course you could find someone who loves Chiro’s however, you have still limited yourself to talking about backs and pain.
Let me share with you Marcus and Andy’s formula, ‘The Power Pitch’.
Here’s my version:
My target Market is: Allied Health Practice owners
Hi my name is Dr. Andrew Arnold (Chiropractor). I’m a Practice Leverage expert.
As a wellness consultant I help Allied Health practice owners:
- Attract, manager and retain Clients
- Recruit, motivate and train their team
- Design and implement a system
- And provide consistent service excellence
But what I’m really passionate about is helping create their exit strategy so they can have more time, location and financial freedom.
The trick is to focus on ‘what you’re really passionate about’ not your modality.
The person in the earlier example may be more engaged and ask to know more.
It’s also a powerful way to deliver a message in 8-12 seconds, which is all you’ve got before someone checks out.
So fill the blanks and get your message honed and rehearsed.
Good luck at your next business meeting.
About the Author:
Dr. Andrew Arnold (Chiropractor) is the ‘Practice Leverage Expert’; Principal Chiropractor and owner, Cranbourne Family Chiropractic and Wellness Centre; Business Consultant; Founder, Million Dollar Wellness Practice. Andrew is married to Dr. Linda Wilson, the Stress Specialist and has two children, Isaac and Bella. He lives in Melbourne, Australia.