Last Updated Jul 2011
Are you a good salesperson? Chances are you’d probably answer “no.” You might even scoff a little at the implication that rehab has something to do with selling. After all, selling can conjure up the image of a stereotypical used car salesman. He saunters up to you with greased up hair, enough jewelry to adorn Mr. T., and so much cologne you can taste it from 20 feet away. He then proceeds to sell you a car that’s two scraps shy of a junk yard heap. Plus it costs you your entire savings and a kidney to buy.
But selling isn’t the problem in this highly stereotypical vignette. The problem is not about sales, it’s about value (something the car salesman didn’t offer). But as a rehab professional, you better believe there’s something valuable you have to offer. The challenge is that you have to convince your “buyer” (the patient) to believe that you have something valuable to give them. You got to SELL them on it.
Exactly how you do this depends on your personal style, your practice setting and patient demographic. However, the basics should be the same. By this I mean for all of sales, not just for the sale of services in a rehab setting. I’ve boiled down the three factors that I think are most important in selling services. I call them the “Three Eyes.” If your patient can see these three things in what you’re offering, you’ve got them sold, they get better and you get business. That’s a triple win.
Here they are:
Integrity: This is about not being a charlatan. It’s about not leading someone on when you know you can’t help them as well as the guy down the street. It also means not insisting that patients buy low quality expensive stuff you have in your office when you know they can get a better piece of equipment at a better price somewhere else. Integrity should be at the heart of selling. It ensures that you really are trading value (your service) for value (compensation).
Intention: Okay let’s not kid anyone here. Are you planning to do only pro bono work until you retire? Of course not. You got bills to pay and you won’t be able to retire if your business model is to only offer free services. Your patients know this. But they also need to know that you’re trying to help them, that you’re sincere, and that it’s not just about the Benjamins. There’s nothing wrong with getting compensated for something as long as what you offer in return makes for an equal exchange. This is true salesmanship. As long as your intention is to help and your customer knows this, all engines are go.
Intelligibility: Even the snake oil salesman was able to tell you clearly what his liniment was meant to treat. (Namely everything). You too should tell your patient what your services entail, what outcomes to expect, the risks and benefits and the laymen’s version of procedures you’ll be performing. In other words, let your patients know what they’re paying for.
Above all else, just remember that sales is just offering someone something they need. There’s nothing sleazy or shady about this. Yes, business helps your bottom line, but your patients should get value too. They don’t go away feeling scammed, they get better, and they know where to go if they need your help again. If you’re really good, they’ll also know where to refer a friend. Remember the “Three Eyes” and you can’t go wrong.
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