Most chiropractors didn't choose our profession because they wanted to be in sales, but the reality is sales is part of running a business. It's important to promote our business and continue to gain access to the majority of the public who may not otherwise consider our care. This requires medical outreach or a "sales" approach to the profession who holds the largest piece of the musculoskeletal market.
Sales in the basic, traditional sense is often epitomized in many popular movies with sales focused on numbers and being "sold" to conjures up on an image of being persuaded to buy something you don't really need. That is far from the type of sales we want our profession to represent. Chiropractic services are needed and our level of professionalism requires a higher ethical standard and sales approach.
Much of what I write about and teach, helps break down a conversational method designed to understand physician need, build mutual respect and uncover objections so that they can be addressed immediately and the foundation to MD/DC relationships can be strengthened.
One of the most important components of sales is closing, but before you can do that you need to trial close. Trial closing involves asking specific questions to understand the level of engagement or interest a physician has in your clinical approach and it can start on your first visit to the physician. This type of closing allows physician's to voice an objections, ask questions and enhance their understanding of what chiropractic care can do for their patients in need of our services. When properly asked trial closing sounds nothing like a "close" in the traditional sales sense.
Failure to address objections, concerns or simply to estimate the value the physician see's in your services often leads to a lack of referrals for what felt like a very good meeting. Rather than be frustrated, learn to ask questions that help you understand exactly where you stand in the physician's treatment algorithm enabling you to uncover and overcome objections on the spot.
If you need help understanding how to ask these questions or need more insight on a professional level sales process please consider joining our monthly members only blog memebership or taking my e-course series for a deeper dive into the process. For more information click here.