Sell without selling
By Steven Copperman

When you first hung out your shingle, running a retail operation was probably the last thing you had in mind for your practice.

Yet, most chiropractors retail. According to Chiropractic Economics 9th Annual Salary and Expense Survey, almost 90 percent of all chiropractors offer some type of retail product.

Although so many provide retail products, chiropractors in general are reserved about offering products to their patients:

• Some are afraid to send patients home with product for fear they will use it incorrectly;

• Some are afraid patients will replace the product for their chiropractic care;

• Some tell their patients to go to the local pharmacy (where they sell drugs) to pick up a heating pad or ice pack; and

• Some give away product and incorporate the cost into their marketing budget (even if they don't have a marketing budget).

RETAILING KEEPS CONTROL

If you are less than enthusiastic about offering products in your clinic, consider this: Patients are consumers. And they will buy things at the pharmacy or retail store to make them feel better — items such as elastic bandages, knee braces, exercise balls, pillows, back cushions, resistance tubing, pain-relieving gels, massagers, etc.

The products they buy may not be right for them. Their action could backfire on them, because the product they pick up without the benefit of your professional advice may negate all of the improvement you have worked so hard to achieve with your patient.

And if they relapse or begin to feel worse instead of better, they may hold you to blame — not the product they bought.

The solution to this situation is to offer the right products to your patients. Your patients trust you for your recommendation on products that will help them. Retailing in your office enables you to have control over what your patients do to their bodies to help them heal outside of your office, and you can do it with confidence, because you have chosen products you are convinced will help them.

WHAT TO CARRY?

Which products should you carry and display? Here are two ways to determine appropriate product mix:

• Conviction selling. Think about those products you sell through conviction — that is, the items you have been referring your patients to use without knowing you were doing so.

These are the products you truly believe will help them. You recommend their use — even though you are getting nothing in return but your patients' well being! Why don't you provide these products to your patients directly — and for an appropriate profit?

• Patient requests. Your CA or office manager probably hears patients ask, "Do you carry ...?" or "Where can I get ...?" — often after you have suggested they try a product! These are excellent products to keep in stock.

DON'T HIDE THEM

Once you decide to offer retail products, do it right!

• Find a distributor with competitive prices. Look for a company that can offer quick delivery, has depth in its product offerings, and offers suggested retail prices on the products you decide to display.

• Display them. Find a place that is visible and accessible to patients.

• Educate your staff. Give them training about the use and benefits of the products. Ask your distributor for informational brochures.

Devote a few minutes of your weekly staff meeting to reviewing features and benefits of new products.

• Reward your staff for selling. Consider giving bonuses or a commission in recommending and selling appropriate products. Your margins on these products will be generous and allow ample opportunity to give incentives to your staff and still turn a good profit for you.

Retailing has its benefits. Some chiropractors earn up to $60,000 a month in additional cash revenue by selling products!

Retailing can be an easy and lucrative additional source of revenue to your practice.

Remember that you are selling — yourself and chiropractic — every day, even if you don't retail. Use the same vigor and talent you have acquired through your studies and experience to not only educate your patients on how you are helping them while they are visiting you, but also how to extend this care in between visits.

In time, you may be unaware that you are selling, but you will be aware of increased profits and patient compliance.

Steven Copperman is the general manager of Meyer Distributing Company (www.meyerdist.com), headquartered in Twinsburg, Ohio. He may be reached at 800-472-4221 ext. 5298 or at scopperman@meyerdist.com.