Chiropractic Practice: Why Sell When You Can Persuade

Hello everybody and welcome to Thrive in Five. I’m Dr. Dennis Perman and I’ll be your chiropractic coach for today. The subject matter of this Thrive in Five is why sell when you can persuade. Now, many people don’t really necessarily understand the difference between selling and persuasion, so let’s go through that and I think it’ll be very valuable for you. Now, both selling and persuasion require rapport. In other words, you’ve got to be connected to the person, feel like a connection or a bond, a sense of ease with someone in order to be able to have this kind of conversation. So the way to get rapport is to match and mirror. We’ve spoken about it many times and you have a pretty good idea about this. So whether you’re going to be selling or persuading, you always wanna imagine mirror to gain and maintain rapport, but that’s where the similarities end.

You see, people don’t really wanna be sold, but they love to buy. So your job is not to sell them, it’s to inspire them to buy. And the way you do that is by learning to be a good persuader. So how do we do that? Persuasion and sales are both based on values. So if you’ve been watching these Thrive in Fives, you probably know that rapport plus values equals relationship. Both selling and persuasion are a relationship. You need rapport for both. But the difference is when you’re selling, you’re usually focusing on your values, the salesman’s values. But when you’re persuading, you’re usually concentrating on the other individual’s values. Or why is that important? Well, values are what’s what’s important to you in the first place. So you can anticipate that if as a persuader you focus on somebody else’s values, you’ve got a much better chance of having them listen and respond.

Then if you’re primarily focused on your own values. Now this, uh, gets even more exciting when you put it into a real-time scenario. So where are some places where you could persuade and not sell? Well, if you’re in your office, for example, and a patient comes in and you know that that patient is married, but their spouse is not currently under care, then you might decide that you wanna persuade that person to bring his or her spouse in for some care. Now, if you’re selling, then the chances are you’re gonna say something like, Hey, we have some openings for new patients, and uh, I know that your husband’s not under care once. Don’t you get ’em in here? We’ll get ’em checked out. Well, that could actually work, but listen to how much softer and more elegant this is, Mrs. Patient, you’re married, aren’t you?

Yes, I am. So I gotta figure your husband’s health is important to you, isn’t it? Yes, it is. So if there was something you could do in order to enhance your husband’s health, would you want me to tell you about it? Absolutely. You see, you could drive a bus through that opening. What’s the difference? The difference is, in the first example, I was mainly thinking about what’s in it For me. I was thinking about I wanna make a sale. But in the second example, when I was persuading, I was mainly interested in what was in it for the subject, what’s in it for the individual. So you’ll discover that the more skillful you become at persuasion, the less you have to sell. Because if you can inspire people to buy by encouraging them to consider things, by looking at what you have to offer through the filters of their values, what’s important to them, there’s an excellent likelihood that they will respond to you.

Now, you can persuade when you are online at the bank. You can persuade when you’re in your office. You can persuade when you’re with friends playing racquetball or whatever persuasion because it doesn’t have the heaviness that sales does actually fits pretty much anywhere. Now, if you’ve been following these Thrive in Five presentations, you probably recognize persuasion as one of the Six Essential Strategies. In fact, what I’d like you to consider if you haven’t already, and even if you have, is go to our Six Essentials of a Legendary Practice website and you’ll learn some tremendously valuable information that will help you to become not only a better persuader, but a more effective practitioner in every way. We have constructed this Six Essentials of a Legendary Practice, uh, website so that it is easily accessible for you and so that you can get all this basic information at no cost to you except for a few moments of your time.

It’s really important that you learn about these six essentials of practice, six essential Strategies of practice because this is how the people who have the 1 million, 2,000,005 million and more practices are doing it. We have been studying the practice, the the, uh, we have been studying the premise of chiropractic success for so many years. We feel like we have some systems worked out, and we’d like to share them with you. So run your scanner over the QR code that you see at the bottom of this screen, and it will take you right to the Six Essential Strategies for Legendary Practice website. You know, Dr. Hoffman and I take it very seriously, not only the work that we do in coaching the people that we work with, but also in trying to help and inspire the profession every way we possibly can. And this is just another way that we choose to do it. It’s so great to be here with you today. Thank you very much for watching. This is Dr. Dennis Perman from The Masters Circle Global signing off for Thrive in Five.

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