About once a year, my lack of pre-workout stretching catches up with me and I pinch a nerve in my lower left back.

So I’ve gotten to know my chiropractor pretty well over the years.

Now this dude isn’t just a chiro for people. He’s also a horse chiropractor. Which is fascinating to me.

If you’ve never seen a video of a horse chiropractor, go look it up online. Wild stuff.

And it makes for great conversation while I’m laying on his table getting decompression.

So I asked him yesterday how that business was, and he said it’s rocking.

“Are you charging enough?” Yes, I am at the high end of the market.

“How much are you traveling with that?” I go all around this area, but I recently had a guy who asked me to come to Florida and take care of his high-dollar reigning horses.

“How did you meet him?” I met him out at

“Oh really? So what’s the plan?” Well, I told him if he could get 20 horses, I’d fly out there and do it. He called me the other day and said he only had 8, so it’s just not gonna happen.

Alright, maybe you’re already screaming at your screen as you read this, seeing what I saw in this convo. Or maybe you’re waiting to see where I’m going with this. I’ll break it down:

Long story short - my amazing chiropractor buddy, who is an awesome dude with great experience and a unique skillset, doesn’t know his full value. And a lot of folks in your practice fall in the same category.

Consider the facts of the situation:

• Met this guy from FL at a trusted authority’s ranch, got an endorsement from that trusted authority
• FL guy has million-dollar horses he wants treated right
• FL guy saw for himself the difference in treatment
• There are IDK how many horse chiros between here and Florida? but he still wants me buddy to come out and take care of his prized horse.

The buying signals are everywhere.

So I told him brother, this thing ain’t over. Look at all these reasons this guy wants you. Stop worrying about your per-horse price and just give him your number. He’ll say yay or nay (and he’ll probably say yay), and you can go out there and make more money doing less work because this guy perceives you as The Guy he needs.

This is not a lesson on price, it’s a lesson on value.

Because you see this every day in your practice. Yes, people fly from across the country to have surgery with you. And those people are ready to PAY for the BEST and have already decided you’re it.

But even people who drive across TOWN… took time off work, fought traffic, spent a couple hours with you. BUYING SIGNALS GALORE.

For him, for you, for me - it all boils down to less about what WE do and more about how do other people VALUE the result we can help them achieve.

Focus less on us and more on THEM.

And maybe you’re nodding along. You get it. But does your team?

Because for anyone who can’t see that value… who is limited to “Well, this is what I am, this is what I do, this is what I charge…” without every seeing the bigger picture… you can easily miss these some of the biggest opportunities that come along in life.

Your team believing you’re the best practice on the planet is mission-critical to embodying your value and connecting it to the patient’s priorities.

You need to talk about this, signal this, showcase this. It’s not boisterous. If it’s true, then it’s your duty to constantly reinforce how awesome you are. Not just YOU you, but your team / practice / process / brand. The whole shebang.

Any time we take on a new practice team in our bootcamp, or even when someone new joins a team we’re already coaching… we belabor the point that you are now with a world-class practice (because we don’t work with b-teams). Here’s what that means, here’s the standard, here’s how we think about patient care, all of it.

We INDOCTRINATE team members continually, because that’s what it takes. Belief, belief, belief.

Just as I will continue to INDOCTRINATE my chiro buddy because he needs to know what all he brings to the table.

So that’s the lesson, INDOCTRINATE your team to understand the value you provide and believe that you’re the best money anyone could ever spend on themselves.

Enjoy your weekend,

Troy “my back is almost back in action” Cole