SALES IS A WORD THAT MAKES MANY chiropractic physicians cringe. After all, we didn’t spend years studying anatomy, physiology, and adjusting techniques to become salespeople. We’re doctors with a mission to heal people. But here’s the hard truth. If you own your business, and you don’t learn how to sell, your practice will struggle, and the patients who need you most may never experience the benefits of your care.
The resistance to sales in chiropractic is understandable. We associate it with pushy tactics and high-pressure closes — the kind of behavior that feels out of alignment with our goal to serve.
Effective selling in chiropractic isn’t about “manipulating” people; it’s about education, communication, leadership, and trust. The better you are at sales, the more lives you can change, the more profitable you will be, and the more enjoyment you will gain from practice.
The first thing we must understand about selling is that it is nothing more than serving others. At its core, selling is about guiding someone to make a decision that serves their best interests.
As a chiropractor, you already have the expertise to identify the problem and the solution. The “sale” is simply helping the patient understand why following through with care is the right decision for their health and well-being.
Patients often come to us with years of pain and dysfunction. They know something isn’t right, but they may not fully understand the underlying cause. Those patients may also be unaware of how chiropractic can help or may have some fear about seeing you.
Part of our job is to guide them to see the benefits we offer and assist them with their decision to commit to a care plan that will lead to long-term improvement and help the patient meet their goals.
Selling, in this context, means several things:
• Explaining the value of chiropractic care in a way that makes sense to the patient.
• Overcoming doubts and objections by addressing them with facts and empathy.
• Creating a sense of urgency so that the patient doesn’t delay care and prolong their suffering.
• Ensuring the patient understands that investing in their health now will save them from greater pain and expense in the future.
Unfortunately, many chiropractors struggle with the sales side of their practice. One of the biggest mistakes chiropractors make is presenting a care plan as if it’s optional.
If you’ve diagnosed a misalignment, subluxation, or functional imbalance, it’s not a “maybe” — it’s a medical necessity. However, many doctors present their care plan with hesitation, saying things such as:
“You could come in twice a week if you want or whatever works for you...”
“We could try this for a little while and see how it goes... ” “Let me know if you’d like to start care... ”
This kind of weak communication undermines your authority and makes it easy for the patient to walk away without committing to care. Patients need clarity and confidence from you. Letting them decide how to move forward in their care creates uncertainty, and the natural response is to throw up objections and leave.
Instead, we should frame our recommendations as a directive. For example: “Based on your exam and my findings, the protocol for your condition is a treatment regimen of two treatments per week for the next four weeks. This will address your symptoms, determine how your body responds to care, and help establish the next steps. The primary goal is to get you back to your functional activities by addressing this problem and beginning the healing process. After that, we’ll reevaluate and adjust the plan as needed.”
When you present a care plan with confidence and certainty, you eliminate doubt and hesitation in the patient’s mind. They are looking to you for guidance, so provide it.
Another key area where doctors stumble with sales is how they handle patient objections. We have to remember that objections are actually a sign of interest.
When a patient says, “I need to think about it,” or “Care seems expensive,” that’s not necessarily a rejection. Instead, it’s an opportunity.
An objection means the patient is interested but uncertain. Your job is to uncover the reason behind the hesitation and provide clarity. The more clarity and engagement you create, the more likely the patient will accept your recommendations and be compliant with the treatment plan.
Objection-handling statements might include:
• “I understand you’re concerned about the cost. But how much is it costing you to live with this pain every day?”
• “You mentioned needing to think about it. What’s holding you back from starting care today?”
Guide the patient through their doubts with confidence and empathy. Once they feel understood and reassured, they will be much more willing to commit.
In addition, offering statements of affirmation helps the patient find value in your care recommendations and creates the reality for the patient that you are helping them meet their goals. Affirming statements are merely short questions that connect the patient to their goals or needs, and they usually can only answer “yes.”
Here’s an example:
“I appreciate that you are making an investment in your health over the next several weeks. Won’t it feel great when you can get back to working in your garden without pain?”
Who would say “no” to that question?
Selling is a skill that we should work on mastering. Just as you perfected your adjusting techniques over time, you need to master the art of sales. It’s not enough to hope that patients will magically follow through with care. We need to guide them toward the right decision confidently.
Lastly, this aspect of your practice is a team event. Train your staff in effective patient communication and role-play overcoming objections. Refine your report of findings so it’s clear, concise, and compelling. Learn to engage patients in their care plans.
Most importantly, remember that selling chiropractic care is not about closing a deal. Instead, it’s about opening the door to a better life and improved health for your patients. When you approach sales as a service and not a transaction, you empower your patients to make the best decisions for their health.
Stop seeing sales as an uncomfortable task but as an extension of your mission to heal. When you learn how to communicate the value of your care with confidence and certainty, you’ll transform your practice and the lives of many in your community.
Dr. Michael Perusich, a former investment banker, is a solutions-focused business advisor with more than 25 years of success in the chiropractic industry. His expertise includes personalized coaching and staff development. Dr. Perusich is the CEO of Kats Consultants, LLC, where he and his team offer a unique platform of business tools for today’s chiropractic entrepreneurs. He can be reached at Kats Consultants by calling 407-308-5590 or visiting KatsConsultants.com.
