81.Building a Business that Builds Itself

Spencer Dupre (00:00)
Yo, yo, yo, everybody. What is up? Welcome back to another episode of the What Now podcast. Hopefully on video on YouTube, if you're watching this, we're trying try and something new, trying to get our videos up, our podcasts up onto YouTube with video. So we'll see if it's not. No, I haven't figured it out yet. We're so we're a self produced show, but hopefully I'll have a link in the.

ZT (00:10)
Yeah.

Spencer Dupre (00:28)
into this episode for you to check out our YouTube channel and this will be our first episode up on YouTube. So Zach, what's up man? Back from Christmas. Both, that's right. Both got on our new Christmas gift headphones. That's so funny whenever we got on the show. Both rocking the new headphones. So that's good. How was your Christmas? How was your New Year's?

ZT (00:35)
from Christmas, back from New Year's, refreshed, ready to rock.

Yeah.

You

Christmas and New Year's were awesome. Christmas, got to spend with my family. It was amazing. New Year's, I was asleep by 10.30, and it was great. Yep. Yep, what about you?

Spencer Dupre (01:03)
Nice. So cool. I was not asleep by 10 30.

The fireworks at, in the neighborhood kept the dog up barking, just going in.

ZT (01:10)
I gonna say, feel like if you're

in Louisiana or Argo.

Spencer Dupre (01:15)
No, we were in Argo. We spent a week in Christmas in Louisiana. Got to go duck hunting with my brothers. Got to go fishing, went to Pelicans basketball game. Then came back here for New Year's to do New Year's with Kate's family.

ZT (01:24)
Ugh.

Should the Pelicans trade Zion?

Spencer Dupre (01:31)
We should trade everyone, sell the team and rebuild totally over. But that gets into actually what I want to talk about today. How you don't, no, no, no, I don't want to talk about them at all. I want to talk today about what you don't need to do in the new year and how you don't need to rebuild everything that you have. You just need to build on top of what you have done last year. And so I just finished this book.

ZT (01:32)
You

The pelicans?

Hmm. Ew.

Spencer Dupre (02:00)
Turning the Flywheel by, I think it's Jim Collins. It's like a tag along to Good to Great, which Good to Great is a solid book, but Turning the Flywheel is talking about the concept of your flywheel instead of your funnel. have you heard about that? I mean, I know you know what a flywheel is, but have you heard about Turning the Flywheel, the book?

ZT (02:10)
Nice.

No, probably not. right now.

Spencer Dupre (02:24)
Okay. Well, yeah, I just got this new micro learning app called Headway. It is like the thing that gives you book summaries. Dude, I've been learning a ton. It's been great. but yeah, so turning the flywheel basically talks about the concept of traditionally you have a sales funnel, meaning that people come into your sales funnel from the top down as like a cold lead, then a warm lead and all those things until they eventually get to the end sales process, which is the end of the funnel. The patch system.

is basically is our HubSpot CRM marketing thing. Their whole goal is to patch up the holes in your sales funnel to keep people in the sales funnel. But eventually at the end, there's always something that it just ends, right? There's a bottom to a funnel. And that's the whole point. But the concept of the flywheel is that one funnel then pours into the next funnel, then pours into the next funnel, and then the funnels keep pouring back into each other and it turned more like a wheel.

ZT (03:02)
Mm-hmm.

Spencer Dupre (03:23)
So it's like gears that work together. And in turning the flywheel, it just talks about how you don't need to necessarily focus on continually putting people in the funnel, but keeping the wheel turning. And that's how you build momentum in your business. so, yeah, that's kind of what I want to talk about today is how we don't necessarily need to keep trying to add more new people in. We just need to keep our wheels turning. And that's what keeps the momentum going.

ZT (03:38)
Mm-hmm.

Spencer Dupre (03:52)
What are your thoughts initially?

ZT (03:53)
I think it's it's really good. I saw a post around New Year's New Year's Day that you don't necessarily need a new year new me type attitude, but more of a new year. Honestly, the same me but same same habits. And I think that's really something I don't know if we had talked about it on an earlier episode, but something I really have embraced was there was a lot of really good things I started to do.

towards the end of 2024 that I'm like, okay, well, rather than setting up all these new goals and new habits and new ideas, just keep expanding on what we've been doing and do more of it. So yeah, I'm right there with you and definitely feel that. And I think it's a really good move, especially as business owners. I'm really a big goal of mine this year is to stay away from the shiny object syndrome. I'm the easiest sale of all time.

As soon as I think something is good for the business or good for me, then I'll jump on it. But really to know that what we have going is pretty good, but it can be great with more implementation on just those things.

Spencer Dupre (05:04)
Yeah, mean, totally the, to kind of summarize like everything that we're saying, like, can I really give clarity to this conversation? our guy, Jared made a post, the caption is just focus period. All right. It says most, most chase symptoms. If you find the root, ask this, what is the one thing I can do that makes everything else easier or unnecessary focus on less and achieve more. And so, I mean, that's what I, kind of.

ZT (05:17)
Thanks

Spencer Dupre (05:32)
you know, going into this new year is just focusing on the things that are doing. Literally, you don't have to reinvent the wheel, right? So whether you know it or not, you have this flywheel in your business, you might not have defined all the parts, but you do have all these parts that are working together. And in 2025, you don't have to reinvent your business. You just have to you don't have to reinvent the wheel. You just have to continually build the spokes on it and keep it turning. And that's how you'll build momentum. So.

ZT (05:56)
Yeah. Yeah.

I think that's, mean, exactly what I'm currently going through from an internal side of things. I think if I said I'm rebranding people be like, new logo, new colors. but for me, it's taking our already proven product that gets great results and really refining it for better internal messaging. so that it's better communicated as a staff, to our patients and from our patients to.

Spencer Dupre (06:18)
Mm-hmm.

ZT (06:26)
their friends and family and to really build upon that. I think we, being a nervous system focused office, I think in general, lot of chiropractors can get in trouble with how complicated we make our messaging. And so really one who's our ideal clientele. and then how do we want to speak to them in a clear and concise way is one of my biggest things that I'm doing right now. So really taking those spokes that are already on the wheel, and maybe they're just like your

Spencer Dupre (06:39)
Mm-hmm.

ZT (06:55)
typical alloy metal, making them more carbon fiber so they're more streamlined and lighter and more impactful.

Spencer Dupre (07:02)
Yeah, make them more efficient. let's go ahead and actually just define like what those are for us. I think that a lot of people can like really get too nitty gritty into like, make it way too complicated. And so what I did was if you guys aren't using Callan's AI for chiropractors course, you are working way too hard. So what I did was is I told Claude all about my business and I took this book.

and I uploaded it into Claude and I told it, okay, tell me what the flywheel for my business is. So I'm gonna read that to you guys right now and then we'll talk about each different spoke from each of our perspectives if that's cool for you. Sweet, let me go and find it. All right, so here it is. Help me create a set of flywheels and business processes that are specific to my business for pediatric chiropractic office using the knowledge that you have from

ZT (07:45)
Mm-hmm.

Spencer Dupre (07:59)
the book that I just gave you. So Claude says, I hope you create a comprehensive flywheel system that's specifically designed for empower chiropractic based on your documents and EOS business principles. here it is. All right. Spoke number one, which I think this is like the quintessential, like most important thing that we all need to talk about that gets super neglected and we take for granted. But number one spoke one attract high value families slash customers like

Dude, that's, I think the biggest thing that really holds a lot of chiropractors back is we try to help too many of the wrong people. You don't have enough ideal clients in your practice. So Zach, what are you doing, just like you were talking about, what are you doing to try to narrow down in and get more ideal clients in your practice?

ZT (08:37)
Mm-hmm.

think a big thing is, I mean, for us is really refining our, phone call. And so rather than trying to like beg someone that wants to use their insurance or as just looking for a pop, being totally okay with like, Hey, we're probably not the right fit for you. and here's a better spot. So that's a big thing. I think I was always,

We have a very good sales process. So I was like, well, if we can get them in, then they'll start care. And that's great for revenue. but those people typically fall off, you know, have not a top level experience. And so really the phone call, and then also our, our messaging as well. what we're putting out on socials, our websites and then our email. I've trained Claude, how to, craft emails through a few.

specific voices, Tim Ferris and Alex Hormozi being two of the more prominent ones, as well as Mark Sisson, all three typically, what's the word I'm for, resonate more with your 35 to 55 year old male, which is part of our ideal clientele. So that's why I chose those three. and so Claude will write my weekly newsletter, with our story branding metrics to then.

that message and we typically get two to three new patients from our weekly emails.

Spencer Dupre (10:20)
I really do. That's good.

I think it's funny just listening to all the things that you're saying because our businesses are totally opposite. And so all of the things that you're saying, so those are the people that I want to avoid. Like the professional males with back pain. That's like my not ideal client.

ZT (10:27)
You

Mm-hmm.

Yeah, and mine

is like crunchy moms that think they have all the answers.

Spencer Dupre (10:45)
Yeah, see dude, that's like our exact people. Like I was literally like, dude, I did day one yesterday and this guy's really cool. But he is 43. He works in corporate banking. He drives an hour to Dallas to work. He doesn't have any kids. He doesn't work out. And I was sitting there the whole time. was like, this guy's really nice. And like, we're getting along and we're doing all these things. But I'm thinking, I was like, how did you end up in these doors? And I asked him, I said, hey man,

I just wanted to ask, because he had said, yeah, I called a couple of other chiropractic offices. And I called a couple chiropractic offices, and he's like, yeah, I just chose to schedule here. I said, well, what made you want to schedule here? And he said, well, your website just seemed like you guys had the most knowledge. It seemed like you could help with the most things. He had the best Google reviews.

And whenever I talked to the girl on the phone, she had the most information to give me. And so I think that's like one of the most important things. Like people like really want to feel like they're in the right place. And even though we only cater our messaging to moms, kids, babies, and pregnant women, people like still are calling in to come into our office because we have the clearest message.

And so was like, man, like I wish that Zach was here. I wish that Zach's office was here because I like, this is the kind of, he's the kind of guy I would be like, no, you need to go see Zach. So I think it's really important for us to get our brand messaging really clear. And like, that's a big thing that we're going to be focusing on too. Because even though this guy was really cool, really grateful that he came in, we don't want a ton of those dudes in there.

ZT (12:33)
Yeah,

that's something I've been kind of back and forth with, with Jeremy, at patch is how do we position ourselves, as the guide? And I think that's another big proponent again, a lot coming from Donald Miller, but how are we positioning ourselves as the guide that's been there, done that, and has the ability to not necessarily be like the savior, but to guide our, our patients and our ideal clients to the right destination.

and I think that's something that's been missing on our website. So it's been a big, big piece that I've been working on. now I just need my website developer to, start implementing some of the copy, you will, that we're, putting in. So.

Spencer Dupre (13:16)
Yeah, Donald Miller has a new Story brand AI software that's coming out. That's going to be pretty sweet. I'm excited for that. January 14th, I think that comes out.

ZT (13:24)
How

are, I actually was looking at your website this morning. how are you positioning yourself as the guide?

Spencer Dupre (13:27)
Mm-hmm.

dude, well I just built a story brand AI Claude before I knew and so I rewrote our whole website copy this past over the holidays. I don't know if you noticed that but.

ZT (13:45)
I don't check that very often.

Spencer Dupre (13:47)
That's okay. I wouldn't

expect that you'd be checking our website. yeah, mean, basically one of the biggest things, let me just pull it up real quick.

Let's see, Empower, Cairo, T.

Yeah, I mean, basically this is it, right? So one position in the guide is just like putting that tagline out there to let people know if they're in the right place. So our website, if you want to take a look at it, it just says live and heal naturally, experts in nervous system, chiropractic care for kids, moms and families. And I have our friend Morgan and her baby. like one of the cues pictures I've taken in the office on the very front. And so

It's just right away our pictures of our ideal client and then it just says an inside out approach to health right now You might be watching your little one battle recurrent battle recurring issues struggling through an uncomfortable pregnancy feeling frustrated with wait and see approaches and Looking for natural solutions that work without medication. We support the nervous system through specific chiropractic care so that we can deal with the root causes of your challenges, so

The biggest thing like that we're doing with that intentionally to our ideal client is just from the bat, letting them know, hey, defining if they're in the right place or not, right? That's like the first thing it says experts in nervous system, chiropractic care for kids, moms, and families. So like that's defining our ideal client right then and there. If people read that and they're like, I don't care about kids. I don't care about moms and I don't have a family.

and I don't want nervous system chiropractic care, then I'm gonna go somewhere else. Like if they think like this is the car accident chiropractic place, like they should, people should be turned away from that like immediately. And that's what we want. And then right after that, like if they're, yes, that is me, then we just identify, like we understand your common pain points. I think one of the big things that I see in a lot of chiropractors websites, like just in general, is they're like, I don't know.

five star chiropractic and then it's like a guy with like holding his lower back and then right at the bot right after that it's like Dr. John Doe went to Parker University and has a passion for serving others through the ability to help them optimize the body. Like that doesn't like nobody cares about you. People care if you care about them. So that's kind of it. And we could talk. I mean we could talk about this all day because I love talking about brand messaging and stuff, but to kind of

ZT (16:11)
Thank

Mm-hmm.

Spencer Dupre (16:28)
wrap up that first spoke, because we do have a couple to go through. don't want to keep moving. It's just attract the right customers. That's the biggest thing. Are you attracting your ideal clients? Yes or no. And what do you have to do to either enhance that and keep that going or refine that and have a tighter filter on the people that are coming into the office? Because the more ideal clients you have, the more money you'll make, because that would be easier for them to sign up. The more people you'll see, because they'll refer people just like them to you, and you'll have to spend less on marketing.

the better that you'll feel because you are being drained energetically and mentally by people who you don't want to serve. it was, you more fun. Okay. So the next spoke, deliver an exceptional first experience, right? So that's the next spoke because if we're attracting the right people, right? If it's, it's good to get the right people in the doors, but if they come in and they have a bad experience, those right people might think that they're in the wrong place.

ZT (17:11)
Mm.

Spencer Dupre (17:26)
You've told them you're in the right place, but if what you're telling them and what you're delivering doesn't add up and it's not cohesive, then people are gonna be like, these people are all talk and no play, or this is not what I expected, right? So this is how the funnels pour into each other. Because if we're getting the right people, then we need to give them the right kind of experience. So same thing, we see moms and kids, and so we have a ton of toys, we have pregnancy pillows, we have a changing station, we have pictures of pregnant.

Women on the walls, have babies all over the place. That's the right experience. We're not in scrubs. not in, we don't have a really sterile office. It feels nice and homey. It's warm and it's cozy. It's a, it, the whole experience, everything about it says this is a place for families. So what about you, Zach? What do you, how are you tailoring your experience to your ideal client?

ZT (18:18)
I think in large part, I mean, one of the biggest things that people I'll just say what people mentioned throughout their experience. One of the big things that we've implemented is just like a welcome sign. So if you're a new patient and you come in, your name is on the board. It's not like big and bold. It's just kind like a small little like coffee shop thing. And people always make a mention like their names Megan. They're like, like me, Megan, like, yep, that's you. Like we've been expecting you.

And they're like, it's so nice. and then we'll typically take them on the office tour. think we've talked in length about our office tour. but a few key things we point out, would be like our mobility map, right behind our adjusting tables. So for our ideal patients, they do want to be shown specific exercises and stretches. And, and so it's right there. I mentioned it before it's even been a part of it. cause a lot of our patients have seen a chiropractor and their common complaint.

is, well, I just got adjusted and sent out the door. And so we reaffirmed that's not what's going to happen here. Even though they'll typically spend five to seven minutes in our office. And then I think after that, it's all all a part of the exam, and what we hit on throughout the exam. So

Spencer Dupre (19:33)
Yeah, I mean, when Claude talks about this, says, you know, deliver exceptional first experience. And here's the things to think about. One, comprehensive initial consultation, right? Two, insight scans and objective measurements. Three, clear education on the nervous system. Four, emphasis on personalized care. And then five, a family-centered approach. So I think that's really cool. I think those are the things to think about. It's just...

You have to think, okay, these are my ideal clients. This is what they want to see. This is what they want to hear. This is what would define, this is a place where these people go. And then in that place that those ideal clients go, what are the elements in there? What does it smell like? What does it look like? What do the people look like? What does the office look like? What music is playing? Like all of those kinds of things. We get a big compliment always on one, how the office smells and two,

the music that we play. They're always like, like I listen to this stuff. Like you guys always play the best music and stuff. Cause it's fun. It's lighthearted. It's clean. is, it's kind of, pretty relaxing. We do like the folky granola crunch Christian vibes. And you know, so we're not playing like eighties classic rock or like techno music or those kinds of things. It's also not like super crazy loud. Cause like we know we have sleeping babies and so, but it's also like loud enough to where like it doesn't feel awkward and stale in the office.

ZT (20:50)
Mm.

Yeah. Yeah.

I think another, another piece we, we add in is, coffee, but not just like any sort of coffee. have black rifle coffee, which for coffee connoisseur, I know is not like the best coffee. but down here, lot of conservatives, they're like, this is place for me. and so patients come in, especially obviously our morning patients and they're like, you know, waiting for their cup of coffee. Like this is their, their spot.

Spencer Dupre (20:57)
So.

Yeah, exactly.

Yeah. So, okay, cool. That is the next one. Deliver an exceptional first experience. Really just an experience overall, but deliver an exceptional first experience that imposes. Okay, next. Create remarkable clinical outcomes, right? So this is how it pulls in, right? So, hey, you're the person that I wanna serve. Hey, this is a great experience. And this is what we're gonna do to help you get the goals and achieve the goals that you want. But three, like the next thing that really plays into that is,

ZT (21:28)
Yes.

Spencer Dupre (21:48)
Can you deliver the goods? Like that is such an important part as a chiropractor is actually being good at what you do. so Zach, like what are some of the things that you learned different? Cause like we can talk about all the seminars and stuff that we did school and all those things, but what are some things that you learned about adjusting people in practice that was different from what you learned in school?

ZT (22:16)
I was taught in school, to like blow people up, especially on their like first time on the table. Cause you want to wow them with like how good of an adjuster you are. and you quickly learned that people have no clue what a good adjustment is. and so rather than blowing them up and then they're really sore, they have like pretty intense, detoxing, right after that first visit, I take it.

rather light. I also thought your first adjustment needed to be nine, 10 minutes long and adjust, you know, every talus and every Cuneo form and the AC joint and all that stuff to again, wow them. we're now the first adjustment is typically the fastest adjustment. it's normally the three max four segments, rather light for the most part. and so I would say that.

like from that first time. And I always reaffirm, like as soon as they get up off the table, hey, I always take it lighter on your first visit so that whatever they were expecting, they know that was a light adjustment. And then I let them know we can either take it up from there or we can even take it down. But I don't want to overload your system too soon, too fast. And so again, kind of instilling that guide principle. And even now, like

more and more kind of something that came through towards the end of 2024 was less and less Aussie suggesting has been a thing as well.

Spencer Dupre (23:50)
Yeah, mean, that's... Agree. Yeah, no. I agree on all fronts. Well, I think the biggest thing that I've learned is that people don't know what to expect from an adjustment. And so whatever you frame the adjustment as doing or the experience is gonna be, like whatever you set it up as, that's it. Like if you, every single time you adjust someone and you get a really loud crunch and you affirm that was a good adjustment.

ZT (23:53)
Unless that's what you're trying to go down.

Spencer Dupre (24:18)
then every time they don't get the loud crunch, that's not a good adjustment. so I like to just talk about that. We don't see a lot of adults. I would say we see a minority of adults. We see mostly kids. And so I always affirm, we're not going to slam your baby on the table. We're not going to pop and crack and twist their whole body and wring them out dry like a towel.

ZT (24:18)
Mm-hmm.

Are you

like in in the last two years that you've been open? Are you still amazed that people like when I tell people my wife adjust babies, they're like like how you adjust me like what like are you still amazed that people have that kind of thought?

Spencer Dupre (24:57)
So.

Some,

I would say that it's mostly the dads that think that, but I think that we never really have parents, or we never really have moms that are amazed by it because we've pre-framed enough and we've given them enough education that they're expecting it to be very subtle and very gentle. And the first thing that we say all the time is, like anytime I bring a new baby on the table,

I always say adjustments for babies look a lot different than adjustments for adults. the training is completely different than... So training to or learning how to adjust a baby is a lot different than learning how to adjust an adult. Adults are like Legos. We have pieces and parts that move, that interconnect because our joints are fully developed, but babies don't have fully developed and built bodies. And so...

I always say adults are more like Legos and babies are more like Play-Doh. And so what we're doing is we're molding the nervous system to operate in a certain way. And so our adjustments are more like molding Play-Doh than it would be building Legos together. And that analogy usually, one, gives parents a lot of comfort. And two, when I'm just like holding a segment on a baby or I do them like really like pulse on a baby, they...

They kind of understand that and it's not really a surprise. Dads typically come in and they're the ones worried. They're like, I just thought that you were going to like yank my baby or like smash my baby all around. And then mom is always the one that's like, no, no, it's not like that. It's not like that. And then I always pre-frame. It's like, yeah, that looks different for adults and stuff, but it all works the same. It's just different tools for different projects. So that's kind of like what I'll say. I always try to ease their mind on that.

No, mean, people aren't really amazed that we adjust babies because most people don't think that we adjust adults. Like so many of our adult patients are like, I didn't know, I don't know if you would see me or those kinds of things. We're like, yeah, we will see you. that's really it. Cool, okay, so next, but yeah, I totally agree. It's you don't have to light people up.

ZT (27:04)
Yeah.

pretty funny.

I think it's

something I just realized for our HubSpot kind of drip sequence is for that right now we do the full spot adjustment on day two. But that day two prep email should almost be like, what to expect from your adjustment email. So I need to go in and take a look at that.

Spencer Dupre (27:33)
Yeah.

Yeah. And this is the thing is like a lot of these conversations that we're talking about having, I have over email and so people, and then like, can track how many people do it. A lot of people read, especially like our first batch of emails on like what to expect when they come in. Cause there's all that anticipation. And what's really cool is like with patch, like they do a really good job of helping you keep your new customers engaged. So it increases that conversion rate because people already know what to expect. And it's really, it's, it's always really nice.

ZT (27:51)
Mm-hmm.

Spencer Dupre (28:02)
when you don't have to put on this big show for your day one where you can just really sit down and be present with that person and give them just a quality visit. And you don't have to do all this like education and like break all these break down all these barriers of knowledge for them because they've already gotten in HubSpot. So we do a lot of like really small bits and pieces of education around those first visits. So a lot of times when we're like, yeah, and this is our inflammation scan. They're like, yeah, I read about that or those kinds of things.

And so like, and this one rolls up my baby. I'm like, yeah, totally. So that's nice. Okay, next spoke in the wheel. So first one, just to backtrack so everybody can follow, attract high value customers, attract the right customers, deliver an exceptional first experience, deliver remarkable clinical outcomes. Number four, build long-term relationships. So helping people understand why it's important to continually receive chiropractic care to optimize.

ZT (28:32)
Nice.

Spencer Dupre (29:00)
their nervous system, clear their nervous system of interference, build the true value of care. Not just like, I'm here to fix your problem, we're here to crack your back or press on your baby, but it's really what is this doing and how are we the resource for your health first? So what are you doing in terms of that, in terms of retention, in terms of education? What are you doing Zach?

ZT (29:23)
I mean, I think a big piece one is the results. And so really ensuring, and having proper, proper expectations. so we set expectations, during our report of findings, the before I even go over their scans, I go over what to expect. and then when I go through their goals again, before their scans, I let them know where I anticipate hitting those goals. So if it's

get out of low back pain and they've been struggling with it for eight years. I don't say tomorrow your low back pain is going to be gone, right? It can take anywhere from one to six weeks. and that's typically when I'll hint at, pending how well, you know, you do with your, how well, how well invested you are with your care. so that kind of gets them bought in, and that in essence, and I'll really only say that, if I don't, if I already think they're bought in, just to kind of build that up a little bit more.

and then, you know, we go through the scans and then we go back through the, like the re scans. think we've talked about that quite a bit. The loom videos, being the progress progress port videos. and then other things is, you know, with sked, something we're looking to optimize with sked. but I'll, you know, finish with some patients and then maybe I thought of, this would be a good, you know, mobility flow for this patient to go through. I'll send them a quick YouTube link.

I say, Hey, I think this would be really good for you. Um, or, we talked about, I do recommend pillows now after having a great pillow experience. Um, so people are like, do you recommend a pillow? I'll text that over to them. Uh, it's just something I'm trying to be a lot better at is getting those texts out to people, uh, during the end of a shift rather than they come back three days later say, Hey, I never got that video. Like, ah, crap, you know, uh, so that's a big thing I'm working on there. Uh, and then again, those progress.

videos and really our progress form. At times I'm like, is this too in depth? it too, too many questions, but it gives us so much feedback and people often are amazed because they quickly forget in four to six weeks where they were at when they first came into our office. And so I think that's a really big thing is having a more in depth progress sheet. It's only two pages and probably eight questions. But they get to see not only is there pain,

almost gone or you know their energy levels are extremely high or their anxiety is gone. But you know, maybe their their sleep has improved their nutrition choices have improved as they reflect. So just as we talked about like with business owners being super important to reflect on what you've been doing in the past, I think it's great to have our patients do that as well. And then on top of that, we send the progress report video to affirm and let them know what's going on.

Spencer Dupre (32:15)
Yeah, I I think in terms of building relationships for us, I mean, the first thing is we want people to feel like we're their friends, which I mean, they should know that we're their friends and we're invested in them individually. And so what we do is like in the first couple emails, I always sign the emails Dr. Spencer, or when I first text them, hey, how blah, blah, blah, blah. I always signed Dr. Spencer.

But once we've met them three or four times, I stopped signing Dr. Spencer and I just signed Spencer because I feel like that like, one, it gives them more casual and stuff and it makes it more open, just that like small little mark. And then two, I let them know that the office phone goes straight to my cell phone so that they can, if you need me individually at any point in time, you have my personal email and you have a number that can get to me on my cell phone.

ZT (32:57)
if

Spencer Dupre (33:06)
And so that just is nice because it's like, wow, like I can actually do it. But then when they text, like actually respond, like don't just like wait and stuff. You're like, oh yeah, I saw your text, but it's like actually just text them back. And like a lot of people, and like soon, you don't always have to be there, but people really like it when they know that they, when they do have a question, they can actually reach you. And a lot of times people respect that boundary because they're like, wow, you always text back. Like you must text everybody back like this. And so like,

ZT (33:12)
Mm-hmm.

Spencer Dupre (33:34)
I actually won't text you like a bunch of like random stuff because I know that you actually will respond and you do take the time to look at it. And so I feel like that actually creates more respect and more of a boundary around like reaching out to us all the time because we are so available. And then two, yeah, it's like remembering like those little things and actually like, dude, just putting your money where your mouth is. Like when you say like, hey, I'm going to send you like a prenatal and stuff like that just reminds me I got to send this one mom a probiotic that she asked me to do.

ZT (33:37)
Mm-hmm.

I was

also reminded to sell or to send a video

Spencer Dupre (34:06)
Yeah. And so it's like that, but it's also like when, especially like when you're in family care, like remembering like when these people have a soccer game on the thing, it's like, it's like remembering like the actual small details of their lives that they tell you shows them that you're like truly invested in them. And that's just a byproduct of listening. Like if you're not listening to people, then they're not going to build that relationship and it's going to feel cold and distant.

ZT (34:16)
Hmm. That's a big thing. Yeah.

Yeah, it's not.

Yeah. I think the one thing that people just, I mean, you hear out, I hear from people's like, like, just don't know how you remember that kind of stuff. I have such a bad memory. I'm like, bro, I've had five concussions. My memory is crap. can't tell you what Morgan told me to do a day ago. which I can cause I listened to her, but a lot of it comes from listening. and I think even to you, like you being able to do that, you're seeing

what, 250, 300 people a week at this point. Like, uh, it's just taking mental notes, especially if you're seeing people two to three times a week, taking those mental notes. And then even if you get like, for me, sometimes I'll get it like slightly wrong or I'm a week late. Like if they went to a football game or if their kid had a recital, you know, maybe I don't ask them next day, but I know I'm to see them again. And then I'm like, okay, I need to remember to ask them about such and such.

Spencer Dupre (35:30)
Yeah, well, I mean, it's just like to, uh, like, dude, it's just like calling people by name. Like whenever you meet them for the first time, like, especially for us, right? Like the baby is the one that's under care and mom is not. And so like, you know, the baby's name, but it's hard to remember the mom's name because you're like, this patient is this, this patient is this, this patient's name, this patient's name. But then you don't remember the mom or then what's really cool is when mom mentions her husband and you say, Oh, what's your husband's name and what does he do?

ZT (35:38)
Yeah.

Mm-hmm.

Spencer Dupre (36:00)
And then he comes in the first time with the baby and you know the baby and you're like, hey, Hey, Dan, you know, did you just get back from a flight? Cause Dan is a pilot, right? And he's like, yeah. Like, how'd you know? It's like, well, your wife told me like you were pilot and name's Dan and stuff. I'm just glad to put a name to the, like a face to the name, you know? And he's like, wow, that's like really nice. Like you've never met me. I've never talked to you. I've never put my information down and stuff, but you know that it shows that we pay attention that we care. So.

ZT (36:21)
Mm-hmm.

Spencer Dupre (36:29)
building long lasting relationships. And then like with that casualness and with that open and accessibility, you should be delivering value to these people as their chiropractor, not as their friend. Like you should be their go-to person for, hey, I need this, hey, I need that, hey, I need this. Like, dude, this is one lady that sends us like her daughter's like gut microbiome labs. And like, she knows that like, we don't do medicine, we don't do labs, but she's like, I wanted your opinion first before I talked to anybody else. Cause I trust you guys the most.

ZT (36:41)
Mm-hmm.

Spencer Dupre (36:57)
And like, that's the position which we're trying to be in. Okay, so we had attract the right customers, deliver an exceptional experience, get great outcomes, build relationships, and then right here, generate referrals and growth, right? And so when you have good relationships, those people then will refer their friends to you, right? Because that's how it is. Like if people know, like, and trust you, and you give them value, they should be like,

The people in my life, this is so valuable that everybody should be getting it. How many of you guys have signed up for Patch because I was like, dude, I've had a great experience with them, right? And it's because I truly believe that they really are a good tool to use and it really is beneficial in your practice. I don't get affiliates for them, which Jeremy, if you're listening, cash me out, bro.

ZT (37:30)
Thank you.

Spencer Dupre (37:52)
Like I really do truly believe that it is a valuable tool for everyone to use in their practice. So I tell you about it, right? Just because I like it. Same thing with the clothes that I wear or the foods that I eat or those places is because I truly care and I want you to experience the same things that I'm experiencing. So I think that just goes without saying, like that's how you develop a referral based practice is by not by asking for more referrals. It's by taking care of your people in such a way that they feel like everyone needs to see you.

ZT (37:59)
Mm-hmm.

Mm-hmm.

Spencer Dupre (38:22)
I think that like referrals get like a bad rap sometimes like or quote a referral based practice. They're like, just ask for more referrals and your patients will do it. It's like, I feel like yes, that is true. Like if you're not letting people, let it be known that you're willing to see their friends. But at the same time, by the way that you are, the way that you be in your practice, people should know like, my, they can help my friends. They can help my sister. They can help my other child, those things.

ZT (38:30)
.

Mm-hmm.

Yep. I think that's one thing. we recently, changed our progress exam sheet. And so on our progress exams for a long time, it would say like, if you've had a good experience, do you mind writing down three people that you'd want to refer into our office? and we had that on both the first and the last progress sheet. And I realized that was like, so blunt and like, Hey, send us business. And I'm like, I just didn't like it. It often wouldn't get filled in anyways.

And typically it'd be like the spouse if they didn't put someone in. and so we just got rid of that. And instead, thanks to Gabrielle, and the, with the practitioner group. Now we just asked like, have you, have, has your friends and family noticed any change, or difference? and then, what if people said about, what they've noticed? And so that way kind of.

Spencer Dupre (39:23)
Yeah.

ZT (39:48)
Again, just let them brag about themselves. and then if anything, I'll make a comment like, like if, know, they could ever use a car tractor, we're always happy to help. So less asking and more. Whoa.

And, and so, it's been a, we just implemented it for like the first time, this week, but, it's been, it's been a really big success. And we've actually had more people, talk about and share, their experiences and, I feel really, really excited about it. So less asking for referrals, and more.

asking about their experience and what that's meant for them and their family. But Spencer is currently taking care of the barking dog that y'all heard. So.

I'm not the yapper of the two of us, so this is fun. But again, I think...

implementing a way to kind of guide the conversation around referrals and not necessarily just bluntly ask for those referrals. and it's, been pretty awesome for me to see just with attracting the more ideal.

Spencer Dupre (41:15)
Yo Zach, give me like 10 minutes or so, gonna edit this out.

ZT (41:19)
Okay. You good?

Spencer Dupre (41:26)
All right, back in action. Yeah, anyway, Zach and I live in the same type of house and we just hired a house cleaner. so I didn't know that they were coming and Nola freaked out. So sorry about that guys. So yeah, mean, generating referrals and growth, like I was saying, I think that it's like super important that really you should just do such a good job that people say, hey, you should use them. I mean, really just like my housekeeper, I was like,

ZT (41:32)
You

Spencer Dupre (41:55)
Oh yeah, Zach, you should use our housekeeper cause she's really good. Cause she really does do a good job. She has the right values and we trust her a lot. So, um, and she never asked like, Hey, do know anybody else's house that I could clean? That's like, just tell her that. Right. So, um, and then she followed back up on that referral, which for me, it just builds a lot of stuff. Like there was this other lady that, um, we were like, Hey, you should get her to clean your house. And, uh, she just told me, she's like, Oh yeah, we're still cleaning this other lady's house. She's like,

ZT (42:07)
Thank you.

Spencer Dupre (42:24)
She can't, we did one clean for her initially and she's like, wow, you did such a good job. I'd like for you to just keep coming every month. So anyway, the next part of your flywheel. just to kind of recap again, attract the right customers, deliver a good experience, create great clinical outcomes, build long-term relationships that generate referrals. And then now you reinvest in your practice excellence. So that's like developing your team, developing your experience.

enhance your experience, expand your offerings or your specialties, and just reinvest in yourself, right? So all of this stuff generates your business. That business then should be, that profit from your business should then be reinvested back into that flywheel to keep it spinning. So what are some of the things that you're doing in this next year to kind of enhance your experience and all that?

ZT (43:16)
I think a big thing kind of already alluded to is how we would send like YouTube videos. and it would be other people. I just need to record cause I send quite a few of the same ones. so really just recording myself, doing those. and then we're, doubling down, not doubling down, but we're really embracing our wine and wellness events. and when I first started doing them last year, I had two guest speakers.

And then I did like my own movement workshop where I'm realizing now people kind of want to hear from me and like their, their chiropractor. they loved, they liked having the guest speakers. but they, some of the feedback was you have so much to share. we would love to hear from you. so I'm going to be doing one or two, and then that third wine and wellness event each quarter will be like a breath work in movement workshop.

Spencer Dupre (43:55)
Pretty cool.

ZT (44:16)
cause we did that in December and people loved it. and then, some other things that's really it. And then some, some like guides, I guess, or like free, free tangible stuff to give out. I feel like our experience is great from like what the feedback we get often. now it's just kind of continuing that and refining it.

in small minute ways that I can't necessarily think of on the spot.

Spencer Dupre (44:47)
Yeah, I that's the thing is like, think that, I mean, that's what we're doing too, pretty much more events, more resources, more freebies, more stuff like that to reinvest back into people, which then that attracts more new customers. And that's how the flywheel works. And I think one that's like super important is like, we got to keep things basic, right? A bigger wheel. So a wheel with more spokes does not create more force. A bigger wheel creates more force.

So you don't need to add more spokes. You just need to make the wheel bigger. Think like little bicycle tire, right? If I add more spokes on the little bicycle tire, it doesn't push anything harder. But if I turn that bicycle tire into a tractor tire, then now you have a monster truck, right? So Hot Wheels car, right? You can have the nicest wheels on the Hot Wheel car. You can have 100 wheels on a Hot Wheel car, but it's not as powerful as a monster truck. So you know.

That's how you build your practice bigger is not necessarily by adding more things to your flywheel, but making your flywheel bigger, going deeper, enhancing, right? Creating it, making it more powerful. So that's what I got in terms of the flywheel stuff. I thought that was pretty good. What do you think?

ZT (46:02)
Not that that was, that's great. I like the, that last point you made, I think there's a lot of chiropractors, maybe too early adding in, you know, shock wave or decompression or whatever that might be because they're one patient who comes once a month, and isn't seeing great results is like, if you just had decompression, you know, I think everything would be so great. And you're like, you know what? That's what's going to change our business. So I think.

That's a really good concept of it's not necessarily more spokes to the wheel, but more so a bigger and stronger wheel that'll create more force.

Spencer Dupre (46:41)
Yeah, I mean, think that is like really like chiropractors get really good shiny object, object syndrome. And like you can have a week where like six of your patients are like, Oh man, I really wish that you had decompression. then you're like, I'm to go out and buy decompression and it's 300 grand. You only sign up six people because now you're marketing decompression and chiropractic. But really the answer is not that, Oh, my patients want decompression. It's that really the problem is that my patients don't understand.

the power of chiropractic so they think that decompression will fix their issues, right? They are not, what they're telling you inherently, and maybe without saying it directly, is that I don't believe that the chiropractic that I've signed up for is actually fixing my problems, which means you haven't created enough value, you haven't created enough understanding, and you haven't created enough certainty in the product that you're selling, so they're asking you for an alternative. which, I mean, there's a time and place for everything.

ZT (47:33)
Mm-hmm.

Spencer Dupre (47:33)
And so it's your job to filter those people that get in the wheel. Because if you have a lot of people who are asking for things that you do not offer, do not want to offer, you probably have the wrong people in your doors. So let us know what you think guys. If you're watching this on YouTube, subscribe to the channel. Give us a like, leave a comment. Let us know if you liked the YouTube video, because hopefully it'll be up there. And we'll see you guys next time. Peace.

ZT (47:58)
Peace.