Sales has a bad rap for some reason – especially among chiropractors. Doctors balk at the idea that they’re selling something, but the truth is, everyone is selling something. Teaching a prospective patient about the importance of chiropractic and why they need it is a sale. Convincing a prospect that your clinic is the right clinic is a sale. Encouraging the patient to come back and maintain their care is a sale. So the best way to get good at it, is stop pretending it’s something it’s not and embrace it; become the best salesperson there is and the patients will be knocking your door down.
“The best salesmen identify a need, have a solution for that need, and understand how their product/service/idea helps someone in their need,” says Dr. Noel Lloyd, Five Star Management coach.
He encourages all his clients to have passion in their sales; it’s one of the most important hooks. If you care about what you’re selling, then the patient will to. If you’re cavalier about their care and chiropractic in general, can you expect anything better from the patient? Show them what you believe, and what’s important, and they’ll be on your side in no time.
You also need to be sympathetic. “You need a clear understanding of the prospect’s needs and how your product/service/idea helps the patient,” Dr. Lloyd said. This means, talk to them. Listen to them. Don’t try to sandbag them into coming to your office and just throw endless information at them. Find out why they’re interested in chiropractic, and then give them points that respond directly to their concerns. Nobody wants to be coerced.
It’s also important to get your message out to people in an effective way. A huge billboard may look nice, but it’s not going to do anything. Get out and talk to people, talk about your practice, and talk about chiropractic. People have questions and will want to ask them; be available for them and show them that chiropractic is their answer.
A good tip Dr. Lloyd offers people who are uncomfortable with the idea of sales is to substitute the words “persuasion” or “education” for sales; suddenly, it’s not so bad. Sales doesn’t have to be an underhanded, sneaky trade. In fact, it shouldn’t be thought of that way. People need your service, and you’re simply helping them get it. Once you do away with the sales stigma, you’ll be shocked at the amount of new patients coming in.
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