Sell Sell Sell

If your practice is not at £1 million per year yet, then sales is your number one priority.

This is something that chiropractors and health care professionals have a hard time getting their head around. The notion of selling.

Something that has been conditioned into us, we think that selling is somehow unethical and that we should not be selling health care. We think that being successful as a health professional is ‘ok’ but we would be shy to show it off.

Nothing could be further from the truth. From a business standpoint I want to explain why selling is crucial and what you can do to improve it.

But simply from a social standpoint and the position of helping people. Unless they purchase from you (which is a polite way of saying, unless you sell them), patients can not benefit from the great work you do. And I am sure if you were to turn up to see your chiropractor and the place was tatty, there was a beat-up car outside and an unkept person in front of you, you’d think twice. Whether consciously or subconsciously, you are making a judgement. Patients want to see a successful chiropractor, because they know the only way that is possible is if that chiropractor is any good and gets results.

But back to the real reason sales is essential.

You have a business, yes I know we disguise it as a ‘clinic’ or a ‘practice’. But at the end of the day, you have a business to run. And if your business is turning over less than £1 million per year, it is still in its infancy or a small business.

Meaning it has not necessarily matured its systems and delivery. For once that has been accomplished, businesses tend to jump to £5-10 million.

So in this stage of business there is one main focus and one main focus only.

Sales.

Sales are essential for two main reasons:
1. Proof of concept.
The simple fact that someone buys from you is the initial proof that your business is viable. Remember that businesses exist to solve the problem for the customer. The key now is to obtain repeat sales and referrals.
2. Cash Flow
Sale generate income, income pays bills, surplus income creates possibility and cash flow to grow your business by maturing systems, processes and investing in staff.

SO while you may wish to spend your time improving the décor, masting your adjustments (which is also essential), or upgrading your software. This should all be secondary to the importance of your sales.

Here are my Top 3 Tips for your Sales:

1.       Marketing
The public needs to know who you are and what you can offer them. You simply can’t make a sale without awareness. This comes through social media, written media, talks and screenings.

2.       Create the problem.
When selling someone into an initial appointment, this is before the Report and selling care. You need to create a problem for which you are the solution. So, when engaging with your market, don’t give too much away, showcase who you are what you do, link it to their problem but set it up in such a way that the only solution is an appointment with you.

3.       Master your Day 1 / 2.
First impressions, rapport and sales in the new patient appointment and report are essential. This is a huge part of a successful practice and a big training in itself.
You can find my full video training on that here:
www.tomwaller.teachable.com/p/asc-complete14

Now go sell with love,

Tom