Are You So Desperate for Cash You’re Destroying Your Biz?

I went to visit my old chiropractor the other morning. Oh god, it was so good. Nothing I like more than being put in awkward positions and having my back brutalised by a no-bullshit South African dude. He can even crack the right side of my neck, which no other chiropractor has ever been able to do. I CAN’T EVEN DO IT MYSELF. Needless to say, the man is a genius.

But the glories of having my spine cracked are not what I’m here to talk about. I’m here to talk about why I decided to wake up at 6.30am to traipse 2.5 miles across town to see this guy, when usually I would still be asleep. And you guys know how precious I am about sleep. There’s another chiropractor literally a 5 minute walk from my flat. I could get up at 7.45am and still make my 8am appointment with time to spare.

But no, the other guy – the hour’s-walk-away guy – wins my vote. There are two reasons for this:

Firstly, the South African guy is just plain better. This is obviously a very good reason for going there. But just as important, this guy is open and honest and doesn’t try to squeeze as much money out of me as he can.

It’s that second thing I want to focus on.

Hard Selling vs Honest Selling

The 5-minutes-away chiropractor is like every other chiropractor I have ever been to. As soon as you’ve had your first appointment, they pester you to make the second one. In the same week. And two more the next week. Regardless of your specific needs, this is what they tell every single new customer, as far as I can tell: Twice a week for the first few weeks, then once a week, then once every two weeks, and on and on, until you’re going there regularly for life. This is how it’s been with the three other chiropractors I’ve visited.

You know what the South African guy said to me when I asked him whether he thought my goal of coming once a month was a good idea? Or when I asked him when I should come again next? He said we should play it by ear. It’s different for everyone. It will depend on your own needs. He even said this: ‘The goal is that you don’t have to come at all.’

You know why I went at 8am? Because it was his only available appointment that week. The rest of the time? BOOKED. UP. This is not a coincidence.

It is, of course, partly due to his excellent service. But it’s also largely due to his work ethic. The fact that he wants to do what is right for you – not what is right for him. And that makes a huge difference in this modern world of bullshit sales tactics and dishonesty.

Being told you must come twice a week (and by the way, chiropractors are not fucking cheap) regardless of your situation? Super off-putting. Reeks of desperation. And it’s deceptive. It makes you feel like you’re being lied to. Do I really need to come every week? Twice? No. I think bloody not.

Not providing a good enough service? Well, that’s unacceptable, of course. But being deceptive on top of that? Get the fuck out.

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