If you’re wondering about practice marketing or any activity that involves getting a volume of patients or clients to come to your clinic, there is one fundamental that you’ve not only overlooked, but weren’t taught in school.

You have been completely oblivious of this specific rudiment, and it has cost you EVERYTHING, even if you run what you consider to be a volume clinic. And by “everything,” I mean the 90% of people you fall short of capturing while settling for the 10% you believe you’re “getting through to,” apparently treating or seemingly getting to comply with corrective and maintenance treatment protocols and plans.

You could almost be considered arrogant (and sometimes mistakenly are), if it weren’t for the sublime purpose that drives you, the vast span of time you studied to gain the knowledge you possess about human anatomy, you’re conceptual understanding of structure, function and purpose of the human body, and the way you keenly comprehend these as applied to the function and interrelationship of the brain, the nervous system and the spine.

It could be deemed heroic, if only by those in the know, how you have come to untangle the complexities of the human body via keen comprehension of the brain, nervous system and spine, and that you have unlocked its true, innate power. As every individual possesses the same, optimum potential on an identical human blueprint (designed by nature), so do you possess the power to help people tap that inherent potential to achieve levels they have never or could have ever imagined.

Perhaps that’s the irony. Because there is a large majority, some 90% of people out there in your community and the world who don’t seem to understand or outright reject the truths you know and are trying to broadcast, even if you’ve given them a personal enlightenment, to your utter frustration and question of your own existence, purpose, goals, ad infinitum.

And so you accept your maximum of 10% and tell yourself it’s good enough.

Until it isn’t.

And then where are you? Is it really nowhere?

It isn’t.

For, behind it all is something you have that the people you talk to don’t. No matter how much knowledge you bestow upon them, what fountainhead of truth you attempt to be and what valuable learning you endow them with, you yet have not taken into consideration the key difference between what you are saying and how it is received: What’s receiving it in the first place!

Here lies the key to sales without ever having to sell, the art of getting people to think and conclude the way you do, and so, naturally, do what you expect them to do. This is the point of neglect on your part. It’s all in one unique quality everyone has, without exception, with no two the same anywhere.

That is the psyche.

You can’t change spines unless you change minds…

Here is the nature of what you have overlooked all of these years.

Over the course of about a decade (and likely more), you have accrued knowledge of the brain, the nervous system and the spine, including intricate details of their structure, function, mechanics, purpose and optimum state.

What remained constant that allowed this to happen? Your state of mind. Your psyche.

If you look closely, you have a certain psyche, specifically and especially on this subject, composed in such a way that you’re able to have such an understanding of what you’ve now come to know and practice. And it’s that understanding that makes you not only good at it, but effect the results you’re able to obtain.

And because people have brains and nervous system systems and spines, and because there are no exceptions to Nature’s blueprint of the human body and it’s optimum potential, you have overlooked one important factor that is not on Nature’s blueprint: the individual psyche

What is not an anatomical about the people in front of you, and what is ultimately responsible for your only caring for a maximum of 10% of dwellers in your community, is there psyche.

The psyche is not anatomical. It is experiential. It is a makeup that does not have a blueprint while the brain, and even the mind themselves do have an anatomical and mechanical blueprint that is common to all, the psychic depends on experience and just as there are an infinite amount of ways a person can become subluxated and an infinite set of combinations of ways that mechanically structurally the body can breakdown and cause illness so are there an infinite amount of ways a psychic can develop.

And just like there are no two bodies the same, no two causes of condition conditions, the same, and every person’s physical situation is unique to that individual and that individual only, so is it with their psyche

The most important thing you need to understand is that their psyche does not match yours. And each individual that you meet anew is an entirely new situation over and beyond all others. You’ve met prior and all others you will meet in the future..

A person psyche contains all of their beliefs, all of their experiences, all of their ideas and conclusions they’ve had, assumptions, errors, miscalculations, indoctrinations, and so on. There are an infinite combination of such things that lead to a person’s current mindset.

What is the point, and furthermore how can this help you by just knowing this?

What you need to know is that it’s not enough for you to understand a person‘s brain and nervous system and spine and structure and function. They have to understand it in the way that you do and this doesn’t come from your explanation.

Have you ever stopped to think that you had just the right psyche to be able to receive this information the way you did? Chances are you haven’t thought about it that way. It’s time to start thinking that way if you would like any shot at getting to the 400%, in other words, the other 90% to the mirror 10% you’re reaching.

This 10% that are “easy to reach” and easy to close already have a similar psychic to yours or one that’s conducive to receiving the information.

But 90% of the people that you meet do not have that ideal psyche, and that psyche not only has to be reconfigure it, but primarily needs to be figured. You need to figure out what’s going on inside the head of the person you wish to enlighten. You need to understand keenly the psyche of the person sitting across from you whether met in Public or sitting at your ROF.

And even if they are already sitting at your ROF and they seem to be at least warm as to the likelihood of their acceptance of your care, plan recommendations, they’re like you still may be a factor, keeping them from following through, from completing their program, from fully understanding it, and from leading a wellness lifestyle and referring others from their Ford, to say nothing of whether they close in the first place.

If you can understand the psyche of the person sitting across from you, and if you simultaneously an instant instantaneously, compare it with yours, you will see a difference. And you could assign a factor of that difference. In other words, it could be a little difference or a lot. Either way you know the distance you need to go with someone before you can start teaching them. What do you want to teach them.

You can’t walk up to someone and start talking about the brain the nervous system, the spine, subluxation nerve interference or general structure and function until you find out a few things about what they think and, more importantly, HOW they think. For their psyche will give you a clue to how they process information and above all how they will process the information you need them to know and understand to be able to move forward.

There’s a little bit of irony to this, and it would almost be funny if it weren’t so tragic that you’ve been so close to the answer all of this time and didn’t realize it.

It took me better than two decades and overall more than 50,000 interviews with people to discover this one factor and to refinance so that it could be mastered and not only did I master it. I found out that it’s easily mastered by anyone.

Even you.

We all know what’s become almost cliché, but is nonetheless true: the word “Dr“ means teacher quite literally. And when you obtain a doctorate of any subject, it means you were of the status of not only being an expert but being charged with the responsibility to enlighten others. As passé or cliché, as that has become, it will forever be true.

And it’s a given that you take that to Hart and very seriously when it comes to your line of work. Is this above all that motivates you with money distantly at the bottom of the list of motivation. But isn’t it interesting to find out that income level can reach sky high potential if you understand what the term “teacher” really means in its true essence.

We’ve all had an incorrect idea and have been a bit off the Marc about the subject and definition of “teacher” as an activity we engage in.

And while we may have been active teaching, this subject is our definition of what that meant that kept us to below 10% of our market. Our market is 100% but what happened to the other 90?

There are some that say that they’re only 10% of the people who are interested in Chiropractic in studying such markets. But but this is a rather lackadaisical view of the situation and 10% is a generous number due to the fact that if you look at the general population of your community, the 10%, we’re talking about is only about one percent of that population.

This is a rather apathetic view when One doesn’t consider the psyche of the people in said community. All that 10% measures is the amount of people already have the proper psyche to accept it the way you’re teaching it and the way you think you should be teaching it.

But if you can start now, (now that your education is over) to go beyond the education you’ve received about the brain, the spine and the nervous system, and branch out to study the individual psyche of each person in the same way you would study each subluxation that they have to find a physical cause and include the psyche in your individual diagnosis of each person — which, let’s face it, is as individual as the collection of accumulated physical traumas each person has — you would then be looking at a much greater market

Taking such a view as you looking at 100% of your market. And they’re in LA the fundamental behind not only why you’re not getting the other 90, but how to remedy it correct it maintain it and cash in on a full hundred percent in delivering your purpose to 100% of your community

Before you treat an individual, before you educate an individual to be able to treat that individual you must treat their psyche. This is not psychology. A person psyche is simply a collection of all things that they have experienced and know it is their knowledge base that they’ve accumulated for whatever reason.

It is the bundle of ideas that they have and shows not their thought process, but what they use on which to base their thought process. And you need to not only figure that out, but also assess how far they are from the correct thought process and then get to work on shifting it to your thought process.

For more information on this listen to my audio series, including how to make people think like you

If you can make someone think like you then you’re both on the same page. You can’t just teach somebody the raw information that you have come to know as true in school. It will not be acceptable to any better than 10%. And I think 10% is being quite generous at that.

But if you can make someone think the way you do, assess the way you do, observe things the way you do, then you’re on what we consider to be “the same page“ and are thinking and looking at a situation and rather the same way. And when you’re looking at the situation in the same way, your conclusions will be the same. All you have to do is share the information at that point and a person gets it.

Ask yourself, “how many times have I asked myself why people just don’t get it?” how many times in your career have you asked this looking to the heavens in futility and total frustration?

The psyche of each individual that you meet holds the answer. And it is far off from yours in a large majority of people that you meet.

This doesn’t mean it is difficult to change. It is only difficult to change when you’re unaware of it and it doesn’t change and therefore you cash in on a maximum 10%.

Let’s get you that other 90.

There is an apparent sequence to getting people well.

For you, this amounts to: Find them. Then find the cause of their problem. Then enlighten them. Then reat them.

In other words, and to simplify, the apparent sequence is: LOCATE – DIAGNOSE – EDUCATE – CORRECT

There I stood, in the middle of the courtroom, before a village judge, without an attorney, cross-examining a local police officer on the stand, explaining to the court that, according to how the New York State Vehicle and Traffic Law regarding red signals was written, I hadn’t, by definition, run a red light.

After which the judge picked up his book, in true “kangaroo court” style, and threw it right at me with a resounding “GUILTY!”. And, yes, it was a direct hit, hard enough to jolt me awake from this daydream I had wandered into reading this actual section of Vehicle and Traffic law while studying the official books, trying to beat the ticket I had been issued just days before in a trial that would happen a few weeks hence.

Listen to the audio version of this article here:

Yet still, I imagined this worst-case scenario. And I’m happy I did.

Little did I know that this daydream would become an important lesson in sales, one which I would use to succeed in selling after I went to court for real and argued my case at trial, with no attempts to plea bargain as I’d done for any other citation I’d received in the past, having felt powerless to do otherwise.

This time, and for once, YOURS TRULY had the power!

I later ended up winning that case as I detail in full in a few of my written and spoken works. It’s quite a story of how I actually proved my case, was awarded the judge’s ruling in my favor, and how I defeated “kangaroo court” by proving it not to exist in the first place (at least at the traffic court level).

All by myself. All while gaining a keen understanding of the difference between successful and unsuccessful selling.

While you’ll have to read or listen to some of my training materials for the full story (it’s a really good one actually, worth chasing down and checking out), I will tell you all about the outcome and why I was able to not only win, but revolutionize what it takes to get people to agree with what you’re selling.

And it all has to do with an answer to this one question:

How do you sell to a person who has all the answers?

Well, here’s that very answer…

Attorneys don’t argue (contrary to their calling it that). They SELL!

You can’t argue someone into buying who has his mind made up on the subject any more than you can prove innocence to a judge who has already made up his mind that you’re guilty.

I’ve often used the phrase “kangaroo court” (I think a college friend of mine first taught me what that meant) when referring to courts I’ve had to appear in, claiming (if only to myself) that there are no winners and the judges already have their decision made before hearing your argument.

I later realized this wasn’t so, especially after my big win against a police officer who had ticketed me for allegedly running a red light in his two-stop-light village, and that this is a concept forwarded by people who didn’t know how to argue their case and lost.

But why they lost was because they argued. They didn’t know how to sell.

And selling is what it takes to win.

Losing in a court situation like that is tantamount to sales failure when you’re “selling” to someone who believes they have all the answers! In kangaroo court (and you can look it up in the dictionary) the judge already has all the answers before he even hears your case, the decision made before any due process is even begun, let alone carried out.

Knowing this gave me all the power.

For, now I know that people who “have all the answers already” hold the power to keep you from closing the deal, being supremely disinterested in buying from you.

How I knew I could convince the judge and win the case…

Admittedly, I didn’t go into this situation with any more than resentment of having been pulled over and ticketed, a determined, if cocky spirit to argue my rightness and the fact that I felt I was a good enough writer to have prior passed a final exam in a college subject I never even studied.

I had already won big in college English Literature when I hadn’t done any of the work all semester and aced the final, securing a high mark (and complimentary comments by the professor) by writing a comparative essay based upon two works I hadn’t read but whose class discussions I was able to recall in vague detail.

But then the daydream.

I really played out, in my head, the entire scenario and saw myself losing, even despite the deep conviction of my ability AND EVIDENTIAL, CONCLUSIVE PROOF I was in the right.

Primarily, the law was not on my side and the whole “innocent until proven guilty” thing, while a nice idea on aged parchment penned by our forefathers, has no apparent place in traffic court.

I knew that I was up against people who were on the side of the law and that the majority of those who entered the court for trial had broken the law and were only trying to convince the court otherwise.

Who could blame them for leaning toward a “kangaroo” system? Have you heard some of the lame arguments people give?

So, I knew going in that I couldn’t just walk in there with my claims. I needed to understand true persuasion, (i.e. selling). And this was the first phase of my victory!

How I knew I could win ultimately came down to the fact that the law was written in such a way that, if I could just get the agreement of officer and judge alike on the actual facts of the incident, it would become inarguably clear to them that I was innocent and charges should be dropped.

And, as you’ll find out when you read or listen to the full story at some point, I did end up winning that case in a landslide victory, a moment of triumph that seemed trivial at the time, but which provided me with a valuable lesson in selling I’ve been taking to the bank ever since!

I am so grateful for having allegedly run that light in front of an observant cop!

The Secret Courtroom Tactic That Will Win the Sale EVERY TIME!

Why the heck is this a secret?

Regardless of why, this is one secret I’m definitely not keeping. I’ve been blabbing about it to clients, colleagues and associates, (anyone who will listen really), ever since discovering it because it’s so ridiculously simple.

What did I do in court?

I started with the end result I wanted with the judge and worked backward.

That’s it. That’s the secret.

I know… It doesn’t sound like much of anything!

But it’s EVERYTHING a well-closed sale is made of and will serve anyone well who can master it.

While I’ll spare you the details and particulars of how I did it, I will tell you that this is as easy to mess up as it is to accomplish, simply because it’s a matter of getting this one detail very right:

WHAT IS THE ACTUAL END RESULT NEEDED TO ACHIEVE?

See, it wasn’t just that I needed to convince the judge that I was right, something most would likely assume going in. You have to examine the end result and check it to make sure it plays out the way you want things to turn out.

From this, I found out I just needed to convince this judge that the facts of the case happened the way I said, corroborated by an agreeing police officer. Once that was done, when the actual law was re-read by the judge, there would be no question of my innocence.

And there wasn’t as it turned out. I received a verdict of NOT GUITY!

And that may be one of the best sales I’ve ever made or at least a sale that’s become the model of every sale I’ve made since!

Again, I highly recommend you hear the entire story. It’s quite an accomplishment, especially for a 26-year-old, but also represents quite a sales playbook technique like no other!

So, how DO you sell answers to people who don’t have questions without having to go through a courtroom trial?

It’s easy.

That doesn’t mean it won’t take work, but it’s simple and easy to master.

You just need to understand that people already have their minds made up about things before you even approach them, and you will need to find out something about that if you’re ever going to get them asking you the questions they don’t yet know to ask, ones which conclusively demonstrate their genuine interest.

By working backward from the end result you desire, you can figure out the steps you’ll need to take with someone. This is what most of the works I have released on the subject cover in great detail.

In this case, by gaining an understanding of what they already think they know on the subject, you’ll discover exactly why they aren’t wondering about it.

And THAT is something you can use.

If you then can make them curious about some things they didn’t already know, you can get them to ask YOU questions about it and start showing interest. And you’ll have them right where you need them, in a secure place with you as the source of the answer, before they can ever search Google or whatever “sources” they use to satisfy their curiosity.

If you can get them into question mode, you can elevate their interest to look at your product or service as an answer.

That’s not what we call an “easy sale” but what we simply call a “sale”… period.

If a sale seems difficult, it’s not a sale. It’s a sale or it’s not.

So, you’ll be happy to know sales are easy!

And there is how sales are made, even to people who already have all the answers!

Any questions?

For further study, I recommend my short, 1-hour introductory lecture and transcript on the subject “Stop Pitching and Make Way More Sales” which you can pick up in my bookstore here.