March 2008

The art of communication and sales

by Cindy Rondberg

When it comes to communicating with your patients or anyone else in your life, it is truly an art. The tone of your voice, the simplest phrase or even one word can either be received in a positive way or it can put someone off, put them on the defensive or make them lose interest in what you're saying very quickly. Your approach is vital to how your message is received!

This is true in sales as well, and even though you may not think of yourself as a salesperson, you are. Everyone in all aspects of business is in sales. We are all, in some way, selling ourselves.

In chiropractic, you're not just selling the concept of how essential it is for ongoing vibrant health. As the second largest healing profession it is number ONE in boosting the immune system naturally without drugs or surgery and plays an important role in health maintenance along with other methods such as diet, exercise, and the natural life style. This philosophy may be something simple, something you believe in and even take for granted and regard as basic common sense, but mainstream thinking does not understand it.

We are so medically oriented in this country, so dominated by the medical profession with the increasing drug ads, TV commercials and support of the medical profession in general, we actually have to SELL health! Even though more people are open to alternative health care today than ever before, most are still completely in the dark.

I recently saw a popular TV talk show do a story on a young boy who had cancer and his doctors gave the heart wrenching news to the boy's mother that he had only four months to live, at the most. The mother refused to accept their prediction of looming death and decided to begin her own research into the alternative health care world. She began giving him homeopathic remedies along with many, many other treatments. The boy came out on the stage at the end of the show and was interviewed after his startling recovery. It had been five years since his diagnosis, yet he was thriving and doing so well.

This was a refreshing television program to watch although there are so many "miracle" stories that never get aired. Even if you have been a chiropractic assistant for a very short time, odds are that you have already witnessed your own miracles take place in your own office, but you will still see hundreds of drug commercials and talk shows interviewing medical doctors, to just one show on natural and alternative health care.

This is why you're in sales. You have to be a good communicator to get the chiropractic message out. And that phrase or one word can be the link that will open the door of good communication.

Start out right

First, I would always engage in a conversation by asking patients about themselves. Make them feel comfortable by telling you whatever is important to them, whether it's who they are, what they do, what's bothering them, etc. Never begin by selling them the chiropractic philosophy, and never use intimidation or aggressive tactics. Nor should you ever display a superior "I know what's best" type of attitude.

Always approach patients with warmth and compassion. Even a slight touch on the arm will make them feel comfortable instantly. After they've opened up to you, then you can offer hope and explain what they should expect in your office. The key is to take your time. People are not all the same, so as patients they may each require something different. After a while you will be in tune with their needs, and they will respond accordingly!

Helpful speech

Some phrases that work well to enchance communication with patients include: "I understand" ... "Of course you feel that way" ... "That injury must have been very painful" ... "You've come to the right place" ... "Let's get started!"

Some phrases that don't work well are: "Chiropractic will cure that!" ... "We can cure everything." ... "Our office and our technique is better than anyone else's!"

There are healing words ‑‑ "Yes," "understand," "well," "agree" ‑‑ and words that don't heal ‑‑ "No," "wouldn't," "shouldn't," "disagree."

The important thing is to treat your patients exactly the way you would want to be received in an office that is foreign to you. Know that every person who steps into your office is unique. Choose your words carefully and you will influence your patients in a positive way.

And you will SEE the results!

(Cindy Rondberg worked in the chiropractic field for more than two decades, serving as a chiropractic assistant in St. Louis and Phoenix. Author of numerous articles on chiropractic office management and CA functions, she was a columnist for The Chiropractic Journal and wrote the popular "CA Advisor Training Manual." Her proven expertise in training and motivating chiropractic staff members, patient education, and administration helped build efficient practices for many DCs.)