In today’s market conditions the patient does not buy what he needs; he buys what he wants. Sure he needs a good adjustment. But why from you? Sure he could do better with natural supplements. But why would he buy from you? Desire is much stronger than need in a market place where the power of choice becomes more and more your biggest barrier to a close: what you sell can always be found in another store or practice – maybe cheaper.

So your challenge is to find out what can trigger an impulse or a strong, unbearable desire to make the buying decision IN YOUR FAVOUR. Your success in selling your treatment or products depends on your ability to make the customer want to buy from you and not from a [cheaper} competitor.

The first thing he buys has nothing to do with quality or warranty or even price. First he buys TRUST. He buys confidence about your ability and desire to help him resolve a problem, some pain or some discomfort. If he does not trust you and does not feel confident with what you say he will go find what he is looking for at another place. The challenge is thus to demonstrate, early in the call, that you care more for him and for his sake (his health, his body condition, his comfort, etc.) than you care for his money. How do you show that you care? By showing your talent? No…

Continue here: What makes the sale?

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