Retailing 101: How to Be Effective

It may be overly simplistic, but determining the "right fit" for products offered by a chiropractor usually can be discovered by answering one simple question: does the product offer wellness or pain relief without the need for surgery or drugs? By no means are we saying that there is no need for allopathic medicine; if my daughter breaks her arm, she is going to need care by a medical doctor, may require surgery and will need some form of drugs. That being said, the chiropractic profession generally believes many of the ailments that people suffer from could be prevented and/or treated with non-drug protocols.

The typical products offered by DCs for in-home rehab or nutrition address the "core" of wellness, as opposed to allopathic medicine, which generally only treat the symptom. Also, these products generally offered by DCs have no dangerous side effects or other health complications. For instance, many complications occur from losing the cervical curve. Taking a pain pill can alleviate some of the pain caused from the lack of a correct curve, but the root cause of the condition will not be improved at all. However, sleeping in a supportive pillow can lead to actually addressing the root cause of the pain and not expose the patient to drugs with side effects.

You Don't Have to Be "Pushy"

A study my MPA Media found that even when DCs believe in a product, more than 80% of the time they will not suggest the product to the patient, even when their condition would improve with said product. That is somewhat incredible.

What this tells us is that DCs feel sheepish about appearing to be "selling" as they feel they are "healers" and not salesman. Several articles could be written on this subject alone. But, bottom line, DCs should realize that MDs pitch product sales many times, every day: it's called "writing a prescription." And yet, they don't feel hesitation in directing the patient to drugs. Then why should a doctor of chiropractic feel any reservations in suggesting a wellness product, which are usually less expensive and more in accordance to "wellness" than their drug counterparts?

So what's the solution? It all depends on the personality of the doctor. It's easy to say, "Snap out of it. Recommend the appropriate products to patients and don't feel sheepish about it!" But, for the more analytical DC, who just doesn't feel comfortable with suggesting product options verbally, there are alternatives to being "pushy" that are quite effective:

1. Ensure your staff believes in your product offerings. This is critical. If it requires you give products away so your CA's "Grandma Smith" feels the benefit of your product, then do it. No matter what, you must have your staff familiar with the benefits of the products you carry, either personally, or via family and/or friends. The sale occurs – the majority of the time – with the patient asking a staff member, "So what do you know about this?" If the staff member robotically parrots a sales slick, that sale "ain't happening." But if they have personal experience of good outcomes from the product, it's a natural progression towards the sale.
   


2. Provide promotional material, period. The most common traits of practices having products but not moving anything is that they "keep the product a secret." DCs who have no brochures, posters or displays are the ones who have no retail sales. Most vendors will provide you with free pamphlets. Use them. Hand them out at patient sign in. Products that are kept a secret remain unsold at the benefit of NO ONE. Most vendors will give you hand out literature if they know you want them. If you don't have any, just ask for them.
   


3. Use smart retail game plans. The basics are to keep best-selling items at eye level, making sure products are physically visible – and not in some drawer or back closet. You can readily learn more details on retail tricks by Googling it.
   


4. Use a prescription pad. Hey, we know MDs use pads to direct patients what drugs to buy; what is wrong with the DC doing the same to prescribe the best pillow, topical, wrist support, belt, etc.?

It Is More Than Just Sales

Selling products to your patients does more than just improve the condition of your patient and increase your gross revenues. Products that the patient takes home, such as support pillows, act as a steady salesman reminding them of you and your practice. Let's say they bought a pillow that has greatly improved their sleep and reduced their neck pain. That pillow is a constant reminder that you were the one to help their condition. Perhaps the patient does not come in for weekly adjustments. But if they are enjoying products you sold them, they will surely not forget about you when they do need treated. Also, if your patients love a product(s) you provided, they are far more likely to bring up this great pillow, topical, etc. that you provided. And when their friends ask where they got it, it creates some more traffic through your office.