Downsell Sequence for Chiropractors Email Guide
Why Downsell Sequence Emails Fail for Chiropractors (And How to Fix Them)
A potential new patient walks out without booking, or cancels after one adjustment. You feel the missed opportunity.
Many chiropractors observe that a significant portion of potential patients hesitate at a full commitment to a comprehensive wellness plan, even when they recognize the need for care. They might be unsure about the time, the cost, or simply whether chiropractic care is right for them right now.
This isn't a failure of your care; it's a communication gap. A downsell sequence bridges that gap, offering a lower-commitment entry point that builds trust and demonstrates value, turning a 'no' into a 'not yet' and often, a 'yes' later on.
The templates below are designed to gently guide those hesitant patients towards an initial step, ensuring they don't slip away entirely.
The Complete 3-Email Downsell Sequence for Chiropractors
As a chiropractor, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It's completely understandable if our full wellness plan wasn't the right fit for you right now. Life brings its own challenges, and sometimes a big commitment feels overwhelming.
Your health, however, remains a priority. We believe everyone deserves to experience the benefits of chiropractic care, even if it's just a starting point.
That's why we've put together an alternative: a focused initial assessment with a single adjustment. It's designed to give you a taste of what we offer, address immediate concerns, and help you decide if our practice is the right long-term partner for your well-being.
There's no pressure, just an opportunity to take a small, manageable step towards feeling better. We're here to support you, whatever that looks like.
Best, [YOUR NAME]
This email uses empathy and validation. By acknowledging their initial decision without judgment, it disarms resistance. It then subtly reintroduces the core value (feeling better) through a lower-stakes offer, aligning with the principle of 'foot-in-the-door' technique where a small commitment leads to larger ones.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Perhaps a full wellness journey feels like a big leap right now. Many people feel that way, and it's perfectly normal.
But what if you could address that nagging discomfort, experience the relief of a targeted adjustment, and get a clear picture of your specific needs, all without a long-term commitment? Our 'Discovery Session' is exactly that.
It includes a comprehensive consultation, a focused examination, and your first gentle adjustment. It's a low-cost, low-pressure way to experience the benefits and understand your body better.
Think of it as a guided tour for your spine, giving you the insights you need to make informed decisions about your health, without jumping into a full membership. It's the ideal starting point for anyone who needs care but isn't ready for a deeper dive.
Best, [YOUR NAME]
This email uses the 'contrast effect' by positioning the downsell (Discovery Session) against the perceived larger commitment of a full wellness plan. It highlights specific, tangible benefits of the downsell, making it feel like a valuable, self-contained solution rather than just a lesser version of the main offer. It also uses 'framing' to present the downsell as an 'ideal starting point'.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that our special 'Discovery Session' offer is coming to an end. We've made it available to give you a simple, affordable way to experience the immediate benefits of chiropractic care.
Soon, this opportunity to get a comprehensive consultation, examination, and your first adjustment at this introductory rate will expire. We don't want you to miss out on taking that crucial first step towards better health and comfort.
Imagine starting to feel less tension, moving with more ease, and gaining clarity on your body's needs, all from a single, focused visit. That's what this session offers.
Don't let this chance to begin your journey to feeling better slip away. Secure your Discovery Session before [DATE/TIME] and take control of your well-being today.
Best, [YOUR NAME]
This email employs the psychological principle of 'scarcity' and 'loss aversion'. By clearly stating an impending deadline, it creates a sense of urgency. People are often more motivated by the fear of missing out on a benefit than by the prospect of gaining it. It re-emphasizes the clear, immediate benefits of the downsell to reinforce the value of the expiring offer.
4 Downsell Sequence Mistakes Chiropractors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering full, long-term wellness plans upfront without alternatives for hesitant patients. | Introduce a lower-cost, lower-commitment downsell like an initial consultation or a single adjustment package to build trust. |
✕ Failing to follow up with patients who decline the initial, higher-priced service. | Implement an automated downsell sequence to offer a more accessible entry point, demonstrating empathy and continued value. |
✕ Not clearly articulating the immediate, tangible benefits of a small commitment (e.g., one adjustment). | Focus on the specific relief or insight a single visit or introductory offer provides, making the value proposition undeniable. |
✕ Using complex chiropractic jargon when presenting initial offers, confusing potential new patients. | Simplify your language to focus on patient-centric outcomes like 'less tension,' 'better movement,' or 'understanding your body better.' |
Downsell Sequence Timing Guide for Chiropractors
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Chiropractor Specialty
Adapt these templates for your specific industry.
Sports Chiropractors
- Frame downsell as 'Performance Check-up' or 'Injury Prevention Scan' to appeal to athletic goals.
- Highlight how even a single adjustment can improve range of motion or reduce recovery time for specific activities.
- Emphasize the downsell as a way to identify potential biomechanical weaknesses before they become debilitating injuries.
Family Chiropractors
- Position the downsell as a 'Family Health Discovery Session' for one member, with insights applicable to the whole family.
- Focus on general well-being, stress reduction, and foundational health for busy parents or growing children.
- Offer a 'Spinal Health Snapshot' for a parent, demonstrating the gentle approach before suggesting care for children.
Pediatric Chiropractors
- Call the downsell a 'Gentle Spinal Assessment for Little Ones' or 'Developmental Check-up'.
- Emphasize the importance of early detection for healthy growth and development, without long-term commitment pressure.
- Focus on parental peace of mind, explaining how a single, gentle check can address concerns about posture or comfort.
Prenatal Chiropractors
- Offer a 'Pregnancy Comfort Consultation' or 'Pelvic Balance Check' as a downsell.
- Highlight how a single session can address specific discomforts like back pain or sciatica during pregnancy.
- Focus on preparing the body for an easier birth and immediate post-partum comfort, even with a minimal initial commitment.
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