Some chiropractors still think what we do here is about close at all costs.

That mindset is stuck somewhere between dial up internet and frosted tips from 1998.

Back then the sales world was a swamp of creepy nonsense.

Remember this stuff?

• The old school “if you sign today I will throw in a free whatever” scarcity trap
• The classic “anything holding you back today” push that felt like a hostage negotiation
• The cringe “let me show you why your objection is stupid” objection handling circus
• The oily closer leaning in way too close saying “I only get paid when you say yes”
• The manipulative time share tone that made every patient want to shower afterward

That was sales in the 90s. A golden era for being gross.

But today if you try to close at all cost you will pay the price.

You will lose trust.

You will lose certainty.

You will lose referrals.

And worst of all you will lose your own internal stability because you will always be sprinting from a state of neediness.

And nothing destroys new patient conversion faster than a needy chiropractor or needy entrepreneur.

Neediness kills conversion.

Every time.

Because desperation is repellent. It signals to the patient that something is off.

Let me explain the real reason high performers win in business growth, leadership, and chiropractic practice success.

It comes down to 3 things in this order: process then approach then outcome.

Ask any professional at anything.

A pro athlete.

A pro CEO.

A top performing chiropractor who consistently drives new patient flow.

The elite ones are obsessed with process and approach. They are not staring at the scoreboard every 45 seconds. They are not living in a do or die mindset. That stuff is Hollywood drama designed to keep people entertained.

In the real world high performers especially chiropractors in 2025 through 2027 get so deep into the process and approach that they forget to stare at the outcome. They execute. They refine. They focus. Then they look up and say oh shit look where we are.

I am a Bears fan and yes that comes with pain.

But a recent interview with Ben Johnson said it all after a loss against the annoying Packers. And seriously every Packers fan I know is annoying AF. I know it is probably not the team but it is uncanny. Every Packers fan I meet has something seriously off about them.

Anyway in the interview he basically said this.

We lost but our process and approach were solid. Can always improve but the scoreboard I use is not the same scoreboard the public sees. If our process and approach improve wins are inevitable.

That is the whole point.

And it is exactly the mindset needed for anyone serious about practice growth strategies or entrepreneurial success.

Winning is not the thing you chase. Winning is the thing that shows up when your process and approach are dialed in.

Now bring this into the Day 1 and Day 2 training.

The foundation of all high level chiropractic sales training and patient communication training.

Most chiros think Day 1 and Day 2 are about convincing. Or persuading. Or presenting the right pitch with the right tone and the right facial expression. That is amateur hour thinking.

The real Day 1 and Day 2 process is about helping patients uncover what they actually want.

What they privately want.

What they selfishly want.

This is the heart of modern chiropractor marketing and ethical sales.

Because here is the truth no one wants to admit.

Patients do not buy what is clinically correct.

Patients buy what serves their hidden motives.

Their ego. Their fears. Their desire to feel normal again. Their need to avoid loss. Their craving for control.

If we do not know what those motives are we cannot help them.

We cannot position the care in a way that matters to them.

We cannot build certainty because we do not know what certainty is supposed to solve.

This is why the D1 D2 structure exists.

It is a guided process that reveals what the patient will never admit on their own.

It surfaces their self interest so clearly that recommending care becomes the only logical next step.

This is where real chiropractic business success happens.

Not in the pitch.

Not in the close.

In the uncovering.

And here is the twist.

When you follow the process and approach correctly you are not selling at all.

You are aligning.

You are translating.

You are taking what the patient wants and showing them the path that gets them there.

Outcome becomes automatic because it is no longer a battle.

It is a match.

The chiros who flame out on Day 1 and Day 2 are the ones chasing the yes like a thirsty middle schooler chasing their first crush. They stare at the outcome. They grip too tight. They suffocate the interaction.

They sabotage their own conversion rate without even realizing it.

But the chiros who crush Day 1 and Day 2 follow the process.

They get curious.

They let the patient talk.

They find the real why behind the stated why.

They position care in a way that speaks to the patient’s deepest self interest.

That is not just patient communication.

That is leadership for chiropractors.

That is high performance coaching in real time.

That is entrepreneur level thinking inside a treatment room.

When your process is clean and your approach is calm and confident the outcome becomes a natural byproduct of the conversation.

Closing is not an act.

Closing is not a tactic.

Closing is not a trick.

Closing is the shadow cast by process and approach.