We often hear from private practice clinic owners that they’re frustrated because their practitioners don’t sell products or sell enough products as part of a patient’s care.
It’s very common for practitioners to avoid ‘selling’ products because they’re not comfortable or confident in the process.
You’re probably frustrated because as a clinic owner your always looking for new and better ways to serve your clients whilst also trying to grow your clinic profitably.
Sometimes I’m sure you find it hard to wrestle with the fact that you’re a health care practitioner and a business owner yourself, the dynamics of making money while helping better get better is delicate.
The most common reason why health professionals don’t sell products in client care is that there is no structure or system to follow.
At the end of the day, we want to get better clinical outcomes by offering clients quality products and services as part of the best client care recommendation.
What you need to do to effectively implement a system for selling products is start by facilitating a discussion about:
In this article we’ll cover exactly how you can train your Admin and Practitioners so that they can confidently offer products to clients as part of their care plan without feeling salesy, pushy or unethical.
By following this approach to products in clients care, your patients will understand you and your practitioners will respect you.
If you are going to engage and align your team to offer and sell products to clients then you must communicate why it’s important.
Selling is a foreign term and a frightening idea to most health practitioners, so you need to carefully educate them before you ‘ask’ them to do it.
When your practitioners understand the role of products, services as part of their best recommendation for the client, then it will make the process much easier.
The aim is for you and your practitioners to help a client get better quicker and stay that way for longer.
Products are a great way for clients to help themselves stay better from the comfort of their own home.
Here are a list of reason that you can use when communicating the importance of products in client care to your team.
Your duty of care is to first provide the best recommendation (services and products) based on the client’s health condition/problem or challenge.
It should not be based on what you believe they can afford.
Affordability (time and money) can always be discussed and considered after you have outlined your best care plan.
Remember, any compromise in the plan is a compromise in the client’s health and of your professional standards.
As an advisor you should seek to provide more value to each client than anybody else.
If you want to stand out in the crowded market, you should anticipate your clients needs and look for new and better ways to serve them now and into the future.
This is includes offering the best products, services and experiences.
Clients already have like-ability, trust and rapport with you because you are the health authority and guiding figure for them.
That means they are willing to accept your advice and offers.
In fact, that is what they really want, your best guidance for their health.
It’s not a sale if you realise that it is just an extension of your professional service and representation of your best care.
It’s not a sale if you realise that it is just an extension of your professional service and representation of your best care. Click To Tweet
Time is precious and by offering the products and services together as a package you make the experience convenient.
Client’s shouldn’t have to spend more time and effort to go to another location, store or sales warehouse to get the services or products that they need.
You should make it easy for them by providing client’s the ability to get what they need at the time of their appointment.
There is a great opportunity to improve client health between appointments.
If clients can take control of their own health outcomes by doing home activities, exercises or rehabilitation processes using your products then they can maintain or even optimise their state of healing and wellbeing.
Receiving guidance on using products and services is going to be more accurately tailored to the client if the caring practitioner is offering it, because you understand their health problem/injury/sickness etc.
In fact, it’s common for client’s health to stall or go backwards if they are subjected to external services or products from providers who are not familiar with the client’s condition.
Clients can be poorly advised about the use of products or services they need, like in the case of receiving products from retail assistants, not health professionals.
Product sales boost business income, allowing clinic owners to reinvest the capital into client care.
Don’t commoditise your clinic.
Provide more than price and convenience by packaging your products and services in memorable way.
See yourself as more than a transactional ‘therapist’ and position yourself as the place that helps their clients live better throughout their life.
Please Note: Generating more income is simply the result of providing more value to your clients and community. Making money is not the front line focus, it’s just a measurable way of how much value you are providing (value being better products, services and experiences).
Im sure you’d appreciate that there is a learning process involved with any new skill like ‘selling’.
The best way to learn, is to break down the individual components, just like this;
Feature – Spikey surface
Benefit – increases blood flow to sole of foot
Transformation – feel lighter and freer
Meaning – walk more comfortably
Allowing – enjoy sunset beach walks with your husband
Novelty – it’s like having your own massage therapist
When offering a product to a client, we should always engage them in a personal way.
Here’s how you can offer, invite, enrol and sell products in client care.
As Steven Covey would say, “You should seek to understand and then be understood”.
You should find out why your practitioners are not selling products and then help educate them with the reasons and rationale (steps) above.
Here are the top reasons that we see for why practitioners don’t sell products.
This statement is designed to help you deliver a consistent message to clients, especially if you have a team.
The outcome for using this statement is that the client receives the best product for their health and that they understand why that is.
As always, I’d suggest that you go through the exercise and then tailor it so better reflect ‘your style’.
There is no, ‘one-size-fits-all’ for this process. We just wanted to give you a foundation to start with.
Here is a quick example of how to go about it:
|Spikey ball |
|Figure eight shape||Entire sole of foot is massaged|
|Spikey surface||Increases blood flow to sole of foot|
|Before using Product||After using Product|
|What do you Have?||Stiff cold foot||Warm pliable foot|
|What do you Feel?||Older, frustrated||Lighter, freer, confident, younger, comfortable|
|What does that feeling Mean?||I hobble and cringe||Walk more comfortably|
|What does that meaning allow or not allow for you?||Missout on quality time with my husband||Enjoy sunset beach walks with my husband|
|Novelty||It’s like having your own massage therapist… |
or, it’s like getting a spring in your step.
As a health professional, you actually have to ‘sell’ yourself every day…
You have to ‘sell’ your clients on the fact that you can help them and that they can trust you to care for them.
You just don’t think of it as ‘selling’.
So what you need to do is position products as one element of your ‘sale’ to a client which is actually just a representation of your best recommendation for their health. (products, services or otherwise)
Selling products and selling your services (in the form of a treatment plan) should be seen as one thing.
That one thing, is about helping clients get better quicker and stay that way for longer.
As part of our Business Academy we help clinic owners just like you to implement the systems and structures they need to better nurture clients through their journey.
If you’re looking to grow your clinic, you can start your journey with use here.
Until next time;
Live with Passion and Serve with Care