While Covid slowed the number of auto accident claims, attorneys turned outside their scope for help to settle stalled and lowballed cases that have been sitting on their desk and chiropractors are becoming their new experts.
A new process authorized by the courts outweighs insurers and IME opinions and gives greater weight to injury claim auditors. Chiropractors are excellent sources to add audit services to prevent, and reverse lowballs and solve attorneys #/ problem. This is resulting in a new source of referrals for chiropractors trained in the audit process.
This article will cover how to increase momentum, visibility, and overall respect among attorneys post Covid to generate new PI referrals. I have learned the questions you should ask yourself and some tips on how to fulfill the needs of your P.l. patients and their attorneys when insurers lowball.
Following are factors that motivate attorneys to refer PI cases to chiropractors:
1. See everything from the lawyer’s perspective.
2. Be able to fix their biggest problem.
3. Ask the attorneys questions.
4. Know what you can do better than others can in your field.
5. Build authority and trust.
6. Ask for the referral.
The First Thing to Do Is To Promote Yourself
The most successful marketing pitch is all about the lawyer. You’ll be surprised by the positive response you receive when you effectively and affordably promote
yourself and your practice by:
• Sending an email.
• Sending a direct mail piece or letter.
• Making a phone call.
• Asking for a “meet and greet” by Zoom or in person.
Do not waste time begging lukewarm lawyers to refer. Referrals are also about relationships — 84% of people want to buy from someone they know and trust.
What can a chiropractor do to build and maintain PI attorney relationships?
Find a new solution to an old problem and be the only one to offer it!
Define the “Value of Your Service”
Highlighting the value of your service to fix an attorney’s problems of personal injury is key to gaining referrals. Most lawyers look for the best solution available to fix their problems, and they will refer when they have the opportunity.
Spotlight the value of your service by associating it with everyday problems that PI attorneys face —unfair undervaluation of their injury claims, which occurs 65% of the time.
How Can You Better Help PI Attorneys?
More often than not, a lawyer would be more than happy to refer and pay for a service that solves their issues. They will refer to you and pay you to fix their undervalued injury claims.
Look at Things from the Lawyer’s Perspective
Many chiropractors tend to do their job from their own point of view, i.e., trying to sell their product, get the referral, and return to the office. That results in the chiropractor not considering what the lawyer needs and wants from them, or the chiropractor isn’t able to fix the attorney’s biggest problem.
Develop a Multiplier Mindset
To transform your future, become better at your business each time you add new services that take you a step closer to success. Learning how to fix an attorney’s problem of undervalued PI cases and reverse lowballs is a new service you can learn and offer.
Point out the Pain Points
Sixty-five percent of injury claims are lowballed, but you can learn how to reverse that and command greater referrals. Being able to do that is the solution that will prompt lawyers to send your referrals.
Lawyers also highly appreciate it when a chiropractor gives them unique and valuable market information to help them dodge potential landmines. They are more likely to refer to chiropractors who offer ways to reverse unfair undervaluation of injury claims and significantly increase their revenue. Give the lawyer a new reason to trust you.
Use Sales Technology
Chiropractors who use digital sales technology have repeatedly stated that they believe it’s a crucial aspect of their business and referrals. Digital sales technology can be a simple email, as long as you send it often. Experts suggest weekly emails to attorneys will eventually prompt a response.
We need to take advantage of the technology available to us. Here are suggestions to include in an email to attorneys:
• Include the lawyer’s story in your marketing and pitch. All lawyers get unfair undervaluations and are lowballed on 65% of their injury claims. Learn how to fix this problem and include your ability to fix it.
• Make your new service the solution to their problem. They will refer to those who can fix their biggest problem. Focus on learning how to perform an injury claim audit to enhance the lawyer’s success by reversing unfair undervaluations.
• Provide testimonials from other lawyers who have benefitted from your service. There is a video testimonial of attorneys telling their success stories of chiropractors who have audited their injury claims to reverse lowballs. A lawyer will usually refer after viewing success stories from their peers.
• Research your competition and add new services to outperform them. If you can reverse your local attorney’s lowballed PI cases, your audit service will beat the competition and lead to audit referrals.
End Your Pitches with Questions
It’s always good to finish a marketing pitch with a question, but few chiropractors do that. When lawyers have queries, they are far more likely to bring them up if you give them an opening. Questions could be as simple as:
• Was that helpful for you?
• Did that make sense?
• Would you like me to repeat any of that or explain it further?
• Would you like to refer an undervalued injury case to audit? When you communicate, cover as much ground as possible and be sure to give as much information as the attorney needs to refer to you. Be a problem solver.
Chiropractors can now become accredited to reverse lowball claims and show attorneys an online CLE-accredited documentary, which opens referral opportunities that didn’t exist previously. If you haven’t seen the documentary, you are missing out on a new service that could create new business and referrals. Put yourself in the attorney’s shoes as you watch the documentary and consider if you think they would refer to you if you could reverse lowballed injury claims.
Creating new ways to do business and adding new products and services is always good business for chiropractors. Giving PI attorneys what they need and want is the best positioning you can achieve. To learn more about auditing injury claims, go to www.auditseminar.com.
Dr. Frank Liberti is the president of Case Audit Settlement Evaluation. There are over 7,000 PI attorneys in his audit referral network. He is an accomplished author and CLE-accredited keynote speaker, having addressed 21 state trial lawyer association annual conventions.
