Yes, you read that right!
Naturopathic Doctors are Great, Natural, Professional Salespeople … most just don’t realize it!
Most doctors I talk to tell me that they have a tough time with sales. They don’t want to come across as the typical “pushy salesperson”. They have an inherent fear of asking for payment and often undervalue their services. They give away more time to their patients than they are billing for and often spend time, sometimes hours answering phone calls and emails for free!
Admit it, if you are an ND have you been guilty of any of these things? Most have, and their bank balance or cash flow reflects it.
Why do they do that? Because they have a lifetime of negative experiences with bad, inexperienced, unprofessional, pushy salespeople who tried to “sell” them a product or service at an inflated price and as an ND you don’t want to come across that way… and rightly so!
No one likes to buy from or work with that type of person, let alone have them as your doctor.
But here’s what most people don’t get … professional sales people don’t do those things.
Caring, sincere professional salespeople never push a product or service on a client (or patient).
Professional salespeople are in the business of helping other people with their products and services. They are problem solvers.
They take the time to ask the prospect what their needs are, what concerns they have, what they desire as a solution to their problem. Then armed with all the information, they present possible solutions, without pressure, at a fair price that reflects the value of their product or service.
Their “close” is not a high pressure, uncomfortable situation, it is typically something like “What would you like to do next” or “Think about it and let me know what you feel is best for you”. They care and want to help the other person.
Does that sound more like you?
My cousin taught me a valuable lesson in sales…
Over 30 years ago when I was a young guy still living in Ireland, I started a business partnering with my cousins dry cleaning store selling a free pick up and deliver dry cleaning service (they only paid for the dry cleaning, delivery was free) in neighborhoods about 10+ miles from his store. I remember dreading every single time I had to walk up to a house and knock on the door and ask my big sales question: “Do you have any dry cleaning this week?” I remember feeling nervous, shaking at the knees, blushing, getting hot and sweaty so much so that after a while I’d only call on houses that I knew liked the service and used it often. But sure enough after a few weeks of doing that, my volume started to drop, my numbers were down and cash flow was becoming a problem. I knew if I didn’t change something I’d be out of business. I told my cousin about my fears and my anxiety and how I’d started to only call on the few people who loved and used the service every week. His reaction was life changing for me as a salesperson! He said “Oh my gosh Colm, why would you be so mean and selfish to the other people in those neighborhoods?” … my head was spun! He went on to say, those other people now have to drive to a dry cleaning store to drop off their clothes, go again to pick them up, they don’t have the time or money to be doing that every week while their neighbors get it picked up and delivered for free!
He suggested that I go back to those families I’d stopped calling on and sincerely apologize for not checking in with them the past few weeks and simply ask them if they would like me to continue to check in them each week. I took his advice, pulled up my socks and went back to each and every house. Sure enough about 70% of the people I went back to said they were delighted I stopped in again and yes they would like to use the service, that they wouldn’t have something every week, but they love and want the convenience of the service when they have dry cleaning! My numbers tripled that month and what a lesson in sales! All my fears were in my own head … the customers wanted my help and valued my service. Since then I’ve embraced the philosophy that professional sales people are in the business of helping others, and I am proud to be a great salesperson … and my fear of selling has never returned!
As an ND you are a great professional salesperson, one of the best ever actually because … you care!
You became a doctor because you care and you want to help people with their health. You decided on Naturopathic medicine because you believe the natural approach is a much better solution than the other options. You owe it to your patients, your potential patients your networking associates and your community to share your great knowledge and skills in helping people achieve and enjoy a healthy lifestyle.
Now, put your fears behind you, they are in your head! People want and need what you do, go be the great caring, professional salesperson that you know you are … be proud of the value you offer, invite people into your practice for a discovery session, ask about their needs, present some possible solutions that will help them and ask them if they would like to schedule their full initial office visit. If it’s a repeat patient, ask them about their other health concerns and go help them!
NDs … You rock!
What is your biggest challenge with “sales”? Share your story in the comments below and you could win a ticket to the upcoming Two Day Naturopathic Doctor Marketing Intensive training (NDMI)
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