Even Market Share Leaders Blow It!
So ESPN ran a story on how Nike, who had everything going for them dropped the ball and lost Steph Curry to Under Armour.
Here are some takeaways and lessons learned that could be applied to a Chiropractor – now some of these may seem so simple, but if a BILLION dollar company can screw it up…well…couldn’t you?
1.Know the name of the patient you are going to see
The pitch meeting, according to Steph’s father Dell, who was present, kicked off with one Nike official accidentally addressing Stephen as “Steph-on,” the moniker, of course, of Steve Urkel’s alter ego in Family Matters. “I heard some people pronounce his name wrong before,” says Dell Curry. “I wasn’t surprised. I was surprised that I didn’t get a correction.”Being the best in the market doesn’t always add up to success…if you forget the reasons you got there!
Slow down. Before you walk into the treatment room look over the name of a patient twice and ask them before hand if you are pronouncing the name correctly.
Show you care and respect the patient and start building rapport RIGHT from the start.
2. Treat everyone with the same importance
In the meeting, according to Dell, there was never a strong indication that Steph would become a signature athlete with Nike. “They have certain tiers of athletes,” Dell says. “They have Kobe, LeBron and Durant, who were their three main guys. If he signed back with them, we’re on that second tier.”
Lesson: It doesn’t matter what type of purse, shoes, religious affiliation or community Klout your patient on the table possesses – treat every patient as an MVP.
3. Be one with the patient AND remove distractions
It got worse from there. A PowerPoint slide featured Kevin Durant‘s name, presumably left on by accident, presumably residue from repurposed materials. “I stopped paying attention after that,” Dell says. Though Dell resolved to “keep a poker face,” throughout the entirety of the pitch, the decision to leave Nike was in the works.
Don’t answer your cellphone during an adjustment. Don’t let staff interrupt you during adjustments. Let the patient BE the focus of that moment.
And don’t talk about other patients!
4. Don’t rely on your reputation in the moment of converting new patient
Your stellar Yelp reviews or your cheerleading word of mouth referrals may have convinced that patient to pick up the phone and call your office.
But it’s up to you to keep them there.
Nike owned the market for shoes. They had Lebron, Kobe, Melo and of course, MJ.
They had the brand,
They had the money.
But they forgot it all when it came to pitching Steph Curry.
Don’t be like Nike and “Just Lose It” – Do It and DO IT RIGHT!
A note from ChiroSushi: Want to make more money, save money and make life easier? The ChiroSushi Summit puts you face-to-face with creative, eccentric, and dynamic DC leaders who will help you! Check out ChiroSushiSummit to learn all about it.