He Closes 96% of New Patients in a Town With 16 Chiropractors

Somebody sat across a table from Dr. Andy Amor and told him he could open a practice across the street and would never do as well as they did. Andy is pretty upfront that he's fueled by that kind of thing. So he opened up in Whitefish, Montana. Town of 7,000. Twelve or thirteen other practices inside a two-mile radius. Coaching group told him it was a crazy idea. Family friends told him it was a crazy idea.

He and his wife Kaylee opened the doors with 147 new patients already on the schedule. Not 147 leads. Scheduled.

How? Coffee. He says he drank about eight coffees a day for six months meeting anybody who'd sit down with him. Chamber, business groups, whoever. They had to take a loan out to open, so there was no money for ads. Just him, a lot of caffeine, and a genuine obsession with the town they'd picked. Year one they hit 500 patient visits a week working three and a half days with Kaylee, Andy, and one team member.

Eight years later it's four docs, seven staff, about 450 visits a week, and prices more than double what they started at. Same volume, double the price. Andy's read on why most chiros underprice: it's scarcity, and it's coming from the doctor, not the market. His actual stated career goal is for his care plans to cost more than a spinal surgery. He knows how that sounds. He said it anyway.

Then there's the 96% close rate, which is the number that made me stop the conversation. (Daniel Bai (Ep 39) came at this same problem from the sales-training side. Andy gets there a completely different way.) His framing: "people don't say no to us, we say no to people." He doesn't adjust on visit one. Takes X-rays, the whole doc team reviews the case, and day one is entirely about the patient (Mountain Valley water, a welcome board with their name on it, an assistant in the room taking notes so two people are fully present). Day two he gets assertive. Here's the problem, here's what it takes, here's the cost, and the price lands at the very end right before the first adjustment.

He also doesn't believe in objections. Those are questions, concerns, or complaints. "That's expensive." Yeah, it is. "I need to talk to my spouse." Cool, so would I, I don't spend a couple grand without talking to Kaylee. Then he adjusts them anyway, books the next appointment, and sends them home to think. Over 90% come back. He had exactly one person not come back all year.

The other thing worth your time here: he closed a profitable second location on purpose. (Corey Malnikof (Ep 50) talks about chiros going from one office to two to three to zero. Andy saw the exit ramp and took it.) Satellite adjusting studio 25 minutes out, twelve hours a week, low overhead, made money. He shut it down two months before we recorded because he couldn't find an associate who fit, and going back and forth was draining him. "It was really good, but it was never gonna be great." The lesson he pulled out is that he built the location first and went looking for a doctor after. Next time, doctor first, then build around them.

We also get into working with your spouse without torching the marriage (separate roles, zero business talk at home, weekly business meetings AND weekly marriage meetings, a shared iPhone notes page as the parking lot), why he hires connectors instead of task-doers ("you can't teach a person how to person"), and the community events he runs that anybody can show up to whether they're a patient or not. Coffee and cold plunge mornings. Group climbs up the ski hill. Workouts in the park. His line on it: the goal isn't to talk about yourself, the goal is to get other people talking about you.