I wanted to be sold.

I recently went into an Audi dealership in my hometown to look at their electric car range, I know! But this tax perk did get me looking… alas I am not here to discuss that.

What I want to discuss is the fact I went in their looking to be sold. I wanted to look at their top of the range car, the e-tron GT RS. To any salesperson this would have been a wonderful commission right before Christmas. However, what I got was quite the opposite.

You could have rolled tumbleweed through the place to get the full effect of the desertedness. And when someone did eventually come to my service, in his words, “it seems you know more about this car than me”. I mean come on! You’re the expert, you are meant to be telling me, wowing me, selling me this car.

Regardless to say, I walked out just fine, and they went home with no bonus.

Why is this relevant to you?

Well, everyone who comes through your practice door, who walks into your clinic, and who books a new patient appointment with you is looking to be sold. Yes, you heard me. They want to be sold.

They want a solution to their problem, for which they have gone out their way to seek your help, and they want you to sell them a solution.

The reason I say this and highlight this example for you, is because there is such a hang up amongst the chiropractic community about selling. It is ludicrous really when you simply understand money is an exchange of value, people value you solving their problems, and the exchange of value is done through selling a service.

So go on sell and sell some more. Do not cringe at the thought of selling people your care. You are the expert, you are great at what you do, and your community wants it.

So do not allow your practice to be like a creepy scene from a cowboy film with tumbleweed rolling through it. Be vibrant, be attentive. Know what you’re talking about, lead your patients and sell them into your care.

With love,

Tom