After almost twenty-five years of training and coaching therapists, I’m used to hearing complaints and resistance to “selling” patients on various health treatments and services. It’s no surprise. Nobody likes to “sell” or be “sold” to. And most therapists pursue their careers because they want to help people, not sell to them. They associate sales with negative connotations; manipulation and coercion for financial gain.
But... I believe they simply haven’t been trained in a stress-free sales system. One that is totally tailored to your health business. This skills gap results in terrified therapists feeling awkward and pushy, performing the sales conversations in an ineffective way. Their technical, ambiguous, overly safe communication style, more than anything else, determines their patient’s behaviours and outcomes. It’s what I term the ‘Clinical Sales Paradox’