Here's how to script your business for success: Shared by: CEObrief eLetter Lawton W. Howell, Sr. ceo@wellnessone.net 877 WELNES1 The foundation for building a business is reading the right script! One of the primary components of all successful businesses is how they script the business. In this issue of the CEObrief, we take a look a three "scripts" that change the outcome of your business. * Lifetime patient care is a great idea, but do you have a lifetime script for your patients? * It's not too soon to plan 2005. What are your targets, but, more important how will you hit the targets? * One "script" that is often missing in many chiropractic offices is the one for marketing. * If you are not the number one brand of chiropractic in your marketplace, what should you do? * The devil is in the details when it comes to building your brand of chiropractic... which brand is your email address promoting: You or someone else? Sit back, relax, grab a cup of green tea and enjoy this issue of the CEObrief eLetter! McDonalds, Ritz Carlton, Hertz, Cox Cable and Lifetime Patient Care The world's most successful corporation use a technique for building their business that you can use too! The technique? Scripting! Yes, I know you hate scripting. But, learn to love it and your business can make quantum leaps when it comes to delivering lifetime patient care. If a world renowned producer called you and offered you one million dollars to appear in his production on Broadway and asked you to learn a script, you would be hard pressed to say "No!" But, you can build a million dollar business and more, when you and your T.E.A.M. develop and learn impactful scripts for communicating effectively with your patients. Scripts are readily available for the all important consultation appointment, but, to have the most impact on your patients, you need more than a couple of scripts. You need a telephone script for the first call from a New Patient. You need a script for the COPN appointment, one for the next appointment and ....for the next 40 visits. Most management consults have scripts. Most chiropractic entrepreneurs know how important scripts are, but, does the T.E.A.M. know "scripting" and do they use it consistently. Recently we conducted a telephone audit of dozens of offices nationwide to see how the Receptionist handled the all important first call from a New Patient. The results....HORRIBLE. Overall, most could not answer or handle critical questions by a potential new patient seeking their first appointment. Why not test your office? Give a "script" to a friend and then have them call and ask to make an appointment to get their neck "cracked." Record the call. And, then listen to the call. You will more than likely be shocked, as we were. Next, take a look at your scripting for the COPN appointment. Is is consistent from one patient to the next....consistent from doctor to doctor. Remember, consistency is KING, variation is the enemy. Consider this...what if the actors in a major Broadway production altered their lines each night? Chaos! But, do you and your T.E.A.M. do this? Next, you have the next appointment to go over the test results from the COPN appointment. Is your script powerful and impactful enough to establish the relationship building component to create a lifetime patient? Well, if your PVA is below 40, you may need to readdress your scripting at this point. But, what happens on visit 1 through 40? This is where most offices drop the ball. No SCRIPT for all 40 visits. You need to have a script that will promote lifetime care from each and every new patient. If you don't try, you can never achieve this target. Each visit should have a very specific PURPOSE and everyone who will interact with the patient on each visit needs to be on the same SCRIPT. This includes the Receptionist, Therapist and Doctor. In other words, carefully construct a script plan for Visit one to forty and have a congruent script developed for the Receptionist, Therapist and Doctor, so the patient gets the same message for everyone. Have each visit build the patient's understanding and awareness of chiropractic care and what it means to their health and lifestyle. Focus on patient education and use each visit to hold the patient's attention and reinforce the value of regular and consistent wellness care, even if they are a industrial or personal injury patient. Consistency is KING, variation is the enemy. Scripting is vital to building a business and not growing a practice. All the great corporations in the world understand scripting and use it at all their sites. You can too. Lawton W. Howell, Sr. ceo@wellnessone.net Call me toll free at 877 WELNES1 By the way....if you would like to save time and get started on your Lifetime Patient Care using the ultimate scripting developed for by the WellnessOne business building gurus, you can click the link below and order the WellnessOne Lifetime Patient Protocol Guide. This guide includes the scripting for visit ONE to FORTY for the Receptionist, Therapist and Doctor. Each visit is planned, scripted and builds on the next visit. Developed by chiropractors, marketing and human resource experts, this guide is the ultimate scripting guide to build patient relationships and lifetime care. You can download this 45-page guide, complete with full color images, immediately when you order it from the exclusive online store at chiromarketing.net. If you are serious about delivering exceptional patient care for a 40 PVA or more, then you should click the link now and download this guide. WARNING: Do not try to implement all 40 visit scripts overnight. You will overwhelm your T.E.A.M. Do it in batches of FIVE and inspect what is expected to ensure that everyone follows the guide in order to maximize the impact and effectiveness. And, for a limited time, $AVE $30.00 off the regular fee! Just click the link below to get your copy right now! Download the WellnessOne Lifeteime Patient Protocol Guide: Click Here! http://r.vresp.com/?CEObriefeLetter/7ef23222c7/220717/27aa916ca0/6e232cf Scripting Your Business Building Skills Patient scripting is vital for building your business and delivering exceptional patient care, but another "script" of sorts is important as well. It's your Business Plan. And, now is the time to work on your plan for 2005. Why do you need a business plan? You need a good business plan to launch your business or additional sites. A business plan is a blueprint of the steps you need to take to build your business. It shows that you've taken the time and discipline to think about where you are and where you want to go. A good plan can help you raise money to start or expand your business, plan for the future, and track your growth. A written plan is a tool to help you: Ä Get financing and investments. Ä Explain your company's vision. Ä Measure your performance. If you are approaching a banker for a loan for a start-up business, your loan officer may suggest a Small Business Administration (SBA) loan, which will require a business plan. If you have an existing business and are approaching a bank for capital to expand the business, they often will not require a business plan, but they may look more favorably on your application if you have one. Reasons for writing a business plan include: Ä Define a new business Ä Support a loan application Ä Raise equity funding Ä Define objectives and describe programs to achieve those objectives Ä Evaluate a new product line, promotion, or expansion Ä Create a regular business review and course correction process Ä Define agreements between partners Ä Set a value on a business for sale or legal purposes And, to establish a clear target for you and your T.E.A.M. Where you are going and how you are going to hit the targets is all too often ignored by many practitioners when it comes to getting your T.E.A.M. focused and in alignment with your objectives. What's in a business plan? A business plan should prove that your business will generate enough revenue to cover your expenses, but a business plan may vary depending on your audience. If you are writing a plan for your colleagues and partners to expand an existing business, then the focus of that plan may be more operational than financial. If you are writing a plan for a bank, the most important aspect to the bank manager will be your financials. Are your assumptions realistic? Will the cash flow be enough that you can make the monthly payments for the loan you have requested? If your business is making $1,000 a month and your payments are $1,200 a month, the bank is likely to turn you away. If you are writing a plan for a venture capitalist, the most important factor in a decision to invest in a company is the quality of the people. In real estate, where the three biggest criteria are „location, location and location,¾ the venture capital axiom is „people, people and people.¾ VCs will ask, how experienced are the people that are going to run this business? Do they have knowledge of the industry? Have they started successful ventures in the past? What makes a successful business plan? Ä Presents a well thought out idea Ä Contains clear and concise writing Ä Has a logical structure Ä Illustrates management's ability to make the business a success Ä Shows profitability Bringing it all togetherä Your business plan is like your calling card; it will get you in the door where you'll have to convince investors and loan officers that you can put your plan into action. You want your calling card to look impressive, so make sure your business plan is printed out on good quality paper, you have checked the spelling and grammar, and that your numbers add up. Anyone who sees errors while reading your plan will wonder whether you are going to make similar errors in running your business. A great business plan is the best way to show bankers, venture capitalists, and other investors that you are worthy of financial support. Make sure that your plan is clear, focused and realistic. Then show them that you have the tools, talent and team to make it happen. Get Ready To Write Your Business Plan Today's planning is tomorrow's future, so make sure you set some time aside to really think about what you want to do and how you want to explain it. Do you have a complete picture of your business in your head? Write it down, think about it, come back to it, and make it better. Your business plan is one of the most powerful tools you can use to start or grow your business. Your business plan must clearly communicate your ideas and goals. There are three main points you should address throughout your business plan. Focus. Be clear about who you are, what brand of chiropractic is, and how you will establish and grow your business. Patients. Understand and clearly explain who your target patients are and how your brand of chiropractic will meet their needs. Targets. Be clear about how you measure success. Explain your income and growth targets. Explain what is reasonable for your marketplace, brand mix, and competition. Plans can be from 5 to 40 pages long. The average is 10-12 pages of text and 4-6 pages of financial information. Conclusion: A business plan is a blueprint of the steps you need to take to build your business. It shows that you've taken the time and discipline to think about where you are and where you want to go. Many chiropractic entrepreneurs don't understand the importance of writing a good business plan. A plan can help you raise money to start or expand your business, plan for the future, and track your growth. A written plan is a tool to help you: Ä Get financing and investments. Lenders and potential investors use your business plan to decide how much risk is involved in investing in your business. They look at your company's potential growth, your abilities as the CEO of your business, your purpose, your market, and your competitors. Ä Explain your company's vision. A business plan is not just about numbers. It's about your belief in what your brand of chiropractic can become, based on the firm understanding of your business and the marketplace served by your brand of chiropractic. Ä Measure your performance. This is your chance to outline what you expect in future growth, sales, profit, and more. If you look at your business plan regularly, you can review your performance, update your plan, and always know where you stand in terms of meeting your goals. If you do not have a business plan, you are planning to fail. Writing a business plan takes effort and is not something that you should attempt lightly. It is a document that can ensure your success. Start now in order to have a solid plan for the New Year! Lawton W. Howell, Sr. ceo@wellnessone.net Call me toll free at: 877 WELNES1 You may want to simplify the preparation of your business, so just click the link below to instantly download the model business plan developed by the business building gurus Click Here to download the UrBrand Business Plan! http://r.vresp.com/?CEObriefeLetter/ef9a8b07cc/220717/27aa916ca0/6e232cf Script Your Marketing for the Optimum Outcome Another form of business "scripting' is your marketing plan. Unlike the business plan, the marketing plan focuses on the key strategies and tactics that you will execute to achieve the projected outcome detailed in your business plan. Your Marketing Plan will include the following sections: 1. Overview 2. Marketing Objectives 3. Current Marketing Situation * Industry Structure and Trends * Competition * Target Patient * Overall Strength 4. Strategies * Our Core Strategy * Segmentation Strategy * Positioning Strategy * Positioning Statement 5. Offering * Service Design and Differentiation * Brand Identity * Demand 6. Pricing * Price-based Promotions 7. Marketing Communications [MARCOM] * Strategic Targets of Marketing Communications * MARCOM Media Plans * Integrated Marketing Communications Budget 8. Plan Organization and Implementation 9. Forecast and Budget 10. Annual Marketing Plan Why do I need a marketing plan? Developing a marketing plan offers some pretty obvious benefits: 1. Set priorities properly. Analyze and prioritize your markets, know what they need from you, what they want from you, and plan how you can best serve the markets and communicate your message to them. Prioritize spending, set milestones and goals, tie your spending into your strategic plan. 2. Track plan-vs.-actual results and make course corrections. 3. Plan and manage the critical marketing programs that will make the most difference. Assign budgets and responsibilities and dates. 4. Communicate your plan to others: partners, employees, patients, allies. You may have a great plan in your head, but as soon as you need to explain it to others, you need to write it down. I have dealt with some excellent businesses that didn't plan. Usually that means that they did those first two points in their head, managed the third point by being so successful that they didn't have to plan marketing activities until later, and didn't run into the fourth point because they didn't have to communicate to anybody but themselves. If it works for you, congratulations. But if you are a true chiropractic entrepreneur, you should have a marketing plan and it should be updated annually. Lawton W. Howell, Sr. ceo@wellnessone.net Call me toll free at: 877 WELNES1 Question: Would it help you to get a sneak look at a marketing plan that was developed by the business building gurus at WellnessOne? Well, you can now! Just released is the actual, unedited marketing plan developed and used by the WellnessOne National Alliance Members. While the report is proprietary and copyright, you are permitted to modify, edit, change, add, cut and paste to create your own marketing plan for your brand of chiropractic. The document is compatible with Microsoft Word and Excel and with most word processing software packages available today. Click the link below to order the WellnessOne Marketing Plan document and use it as a guide to develop clarity and purpose for your business. Click Here to download the WellnessOne Marketing Plan! http://r.vresp.com/?CEObriefeLetter/107df62403/220717/27aa916ca0/6e232cf The Ultimate Script for Building Your Business Package! $AVE $100.00 when you order the special promotional package consisting of: 1. The WellnessOne Lifetime Patient Protocol Guide - $197.00 2. The UrBrand Business Plan Model - $37.00 3. The WellnessOne Marketing Plan Model - $37.00 4. The CEO Marketing Planner System - $12.00 Total Value: $283.00 You can click the link below and $AVE $100.00....you pay just $183.00 for all four business building resource tools! This special package is only available until August 31, 2004. So, order today! The Ultimate Business Building Scripting Package: Click Here and $AVE $100.00! http://r.vresp.com/?CEObriefeLetter/174e2baec7/220717/27aa916ca0/6e232cf What should you do if you are #2 in your marketplace? Remember, the best position for your brand of chiropractic is NUMBER ONE. But, if you aren't number one, what should you do? Number 2 Burger King has problems. Greg Brenneman is the ninth CEO appointed by Burger King in the past 15 years. According to the Wall Street Journal on July, 13, 2004: „Mr. Brenneman's arrival will come as Burger King struggles to maintain its place as the second-largest hamburger company, after McDonald's Corp. Nearly 20% of Burger King's units are losing money, and three of its 10 largest franchisees have filed for bankruptcy-court protection in recent years. Some restaurant-industry analysts project the company may shutter as many as 1,000 units in the coming years. At the end of last year, it had 7,904 units. Burger King has been steadily closing units as Wendy's International Inc. opens them. Wendy's has 5,761." So, what when wrong at Burger King? They didn¼t do what a #2 brand should do. A #2 brand should never try to emulate the leader. And that is exactly what Burger King has been doing for decades. McDonald¼s strength is with kids who love Ronald McDonald, happy meals, burgers, fries and the playground. Burger King has copied McDonalds with kiddie meals, a magical Burger King and playgrounds. Only to have the kids still flock to the real thing, the original, McDonalds. A strong #2 brand needs to position themselves as the opposite of the leader. Listerine: bad-tasting mouthwash # 2 Scope: good-tasting mouthwash Home Depot: messy, male-oriented # 2 Lowe¼s: neat, female-oriented Coke: older people # 2 Pepsi: younger people Microsoft: proprietary-software # 2 Linux: open-source software Wal-Mart: always low prices, messy # 2 Target: cheap chic, wide aisles, neat Mercedes-Benz: big, comfortable cars #2 BMW: smaller, „driving¾ machines Republicans: conservative # 2 Democrats: liberal (Rank determined by which party is defending the White House) One reason third political parties have never done well in America is because the two major parties are almost mirror images of each other. There¼s literally no room for a third party. Republicans are pro-business, Democrats are pro-labor. Republicans are pro-life, Democrats are pro-choice. Republicans are for less government, Democrats are for more government. Etc. Etc. Etc. If Burger King were the mirror image of McDonald¼s there would literally be no room for third-party hamburger chains. But in reality, third-part hamburger chains are flourishing. Look last year¼s per-unit sales of the top five burger chains: In-N-Out Burger $1,976,900 McDonald¼s $1,632,600 White Castle $1,308,300 Wendy¼s $1,293,500 Burger King $ 987,100 All three third-party hamburger chains outsell Burger King by a wide margin. In-N-Out Burger by 100 percent. White Castle by 33 percent. And Wendy¼s by 31 percent. The hamburger chains that are doing well are the ones that are as different from McDonald¼s as possible. In-N-Out Burger from California, for example, only sells: hamburgers, cheeseburgers, French fries and drinks. While Castle is focused on little square burgers affectionately known as „sliders.¾ Wendy¼s is focused on older kids, a positioning strategy which would have been ideal for Burger King. Good luck, Mr. Brennenman. You¼re going to need it. Now, what can you do to position your brand of chiropractic as the brand of choice in the marketplace you serve? Jon Poulson poulson@wellnessone.net Call me toll free at: 877 WELNES1 By the way...brand marketing and position strategies are available in a FREE customized marketing report available online. Just click the link below. Answer 7 questions and in minutes we will email you a 32-page marketing report that will provide you with the insight you need to move your brand to the number one position! Click the link NOW and discover the marketing secrets of the WellnessOne business building gurus! FREE Marketing Report: Click Here http://r.vresp.com/?CEObriefeLetter/7f42a61c16/220717/27aa916ca0/6e232cf Branding is in the details. You create demand for your brand of chiropractic when you have a consistent marketing program that reinforces your brand consistently throughout all your marketing. One area that we notice often overlooked is your email address. Which brand is promoted when your email address looks like this?: drsmith@aol.com drsmith@earthlink.net drsmith@mindspring.com drsmith@smithchiropractic.com When your email address does not have your "brand name" then you are promoting the provider of your email service which you subscribe. So, if your intent is to promote American Online, Earthlink, Mindspring or the hundreds of other brand name providers, then don't do anything. But, if you want to build your brand, then change your email address to your brand name! You should have a web site that identifies your brand name: www.smithchiropracitic.com. And, then you can manage your email address to reinforce your brand name: drsmith@smithchiropractic.com By the way...everyone on your T.E.A.M. should have their own unique email address that incorporates your brand name too! So, remember, the devil is in the details. Promote your brand name in all of your business activities so that you become the brand of choice in the marketplace served by your offices. Lawton W. Howell, jr. lwhjr@wellnessone.net Call me toll free at: 877 WELNES1 Reminder to all WellnessOne National Alliance Members: Your Membership includes use of the wellnessone.net email system for you and your T.E.A.M. When you use this system, you are reinforces the brand name on a national level. If you have not activated this part of your membership, contact me with a list of your T.E.A.M. and we can implement fast! urname@wellnessone.net teamplayer@wellnessone.net Now, when you communicate using email, you will be promoting and reinforcing the WellnessOne brand name along with your CEO colleagues nationwide! By the way...to discover more marketing resources which can turn your brand of chiropractic into the brand of choice, just click the link below: The Latest Business Building Resources: Click Here http://r.vresp.com/?CEObriefeLetter/c2cab4fc93/220717/27aa916ca0/6e232cf You need scripts to build your business and not just grow a practice. Develop your scripts or use the one's developed by the business building gurus at WellnessOne. Thank you for taking the time to read the CEObrief. We know you have choices and we strive to provide you with the ultimate information for building a business and not just growing a practice. Let us know if there is any topic that you would like us to cover in a future issue of the CEObrief eLetter. And, if you know anyone who would enjoy reading the CEObrief, just click the link below and share this issue. Your CEObrief eLetter T.E.A.M. This message was sent by Lawton Howell using VerticalResponse's iBuilder (R) CEObrief eLetter 3960 Howard Hughes Parkway Suite 500 Las Vegas, Nevada 89109-5988Lawton W. Howell, Sr. Founder, Chairman and Chief Executive Officer WellnessOne Corporation 3960 Howard Hughes Parkway, 5th Floor Las Vegas, NV 89109-5988 Toll Free Voice & Fax: 877 WELNES1 ceo@wellnessone.net www.chiroelite.com www.wellnessone.net www.ceotrax.net www.ceopracticetrax.com www.milliondollarpractices.com www.chiromarketing.net Effective & Lasting Ideas Toward Excellence for building a business, not just growing a practice. Copyright WellnessOne Corporation 2004 ALL CONTENTS OF THIS E-MAIL ARE COPYRIGHT 2004 BY WELLNESSONE CORPORATION. ALL RIGHTS RESERVED: REPRODUCING ANY PART OF THIS DOCUMENT IS PROHIBITED WITHOUT THE EXPRESS WRITTEN CONSENT OF CEObrief eLtter. Protected by U.S. Copyright Law {Title 17 U.S.C. Section 101 et seq., Title 18 U.S.C. Section 2319}: Infringements can be punishable by up to 5 years in prison and $250,000 in fines. WellnessOne and CEObrief are trademarks of WellnessOne Corporation. All other trademarks are trademarks of their respective owners. Read the VerticalResponse marketing policy: http://www.verticalresponse.com/content/pm_policy.html