Evolve or Die
Dinosaurs were once one of the most powerful beings on earth. They were the masters of their domain. Nothing and no one could control them (despite what you may have seen on “Jurassic Park”) One of the laws of nature is Evolve or Die!
As almost everything in life, the art of selling changes on a regular basis. Massive changes have occurred in the way sales are conducted, just in the past 10 years. If a chiropractor or team member doesn’t keep pace with the changes, it almost certainly means that a reduction in sales and revenue will follow shortly.
One of the most important changes that has taken place is the way we must approach the sale, if we want people to buy from us today, versus the way it was done just a few years ago. Not so long ago, selling was all about getting the prospect to do what you wanted them to do, rather than discovering what your prospect wants and why and showing them how your care can give them the results they want. Even more unfortunate is the fact that some people are still in the 1973 sales mode of “doing presentations”, “closing” and “overcoming or handling objections”. I would suggest to you that sales have evolved into the era of having sales conversations, asking for the sale and answering objections.
The fine art of conversation has, I fear, been eclipsed somewhat by posting on Facebook, tweeting, texting and emailing. Those are all viable marketing tools. And I believe that selling effectively on an on-going basis requires more…having real conversations with your prospects!
That’s not the same thing as an old formal presentation, where you go into all kinds of scientific detail, use chiropractic jargon and tell your prospect everything you know about your service and then “close” them by browbeating or arguing or shaming them into buying. Buyers are too sophisticated nowadays to put up with that.
It’s all about having a conversation. That implies that two people are taking turns speaking. You must become partners with your prospects in solving their problems and helping them get what they want. You need to spend more time asking your prospects questions about how they feel and what they think and what they want and why they want it than you do telling them about yourself, your practice and your services. It means focusing on what’s best for your prospect and not on getting your prospect to do what you want them to do so you can make a sale and bring in more revenue. Above all, you must listen closely with your ears, your mind and your heart to what your prospective patient is telling you.
Yes, things have changed in the sales world! How have you changed with them?