Selling Chiropractic to the World

By: Susan Hoy, CA

I have been involved with Chiropractic for over ten years and I am a passionate believer in the benefits of Chiropractic care. My health, my life and my attitude have been changed because of my involvement in Chiropractic, and my mission is to share it with others.

I have heard it said over and over, “If they knew what you knew they would do what you do.” I believe in telling others. My husband jokingly warns our friends, “Whatever you do, don’t tell Susan about your ailments—she’ll have you seeing a Chiropractor!” Well… he’s right. I personally believe that every ailment can be helped with Chiropractic. Notice I said helped; not cured! When you understand Chiropractic philosophy, you realize that the spine needs to be adjusted. I do not believe this should be kept a secret. Of course, loving it and living it is easy; it’s selling it that becomes difficult. Often, it takes stepping out of your comfort zone in order to sell it. When you believe in Chiropractic, however, it makes stepping out of the comfort zone not only easier, but almost mandatory.

A few months ago, Dr. Snyman rewarded our staff with a very extravagant lunch at Lebec Fin, one of Philadelphia’s finest restaurants. There were about ten of us and it seemed like we had that many waiters serving us, too. The best part of the lunch was when they brought us the dessert cart and announced that we could have anything we wanted and as much as we wanted. Heaven couldn’t be better!

As the waiters were serving us our numerous choices, it occurred to me than not one of our staff had mentioned who we were or what we do. You see, I believe it is a great opportunity to get new patients when the staff goes out as a group. I obviously had failed to mention this to our staff, or they had failed to listen. Possibly they were having too much fun to think of it or they just waited for someone else to take the plunge. I waited for someone to speak up; but finally, I realized that I would just have to show them.

“Do you know that you are serving the best Chiropractic staff in Philadelphia,” I began. “And this is Dr. Snyman, the best Chiropractor in Philadelphia.” Dr. Snyman looked totally uncomfortable and turned red, but he’s used to me embarrassing him. Even though I embarrass him often, I think he would have been disappointed if I hadn’t! You see, it would seem self-serving if he went around telling everyone he was the best Chiropractor in Philadelphia, but it is O.K. if his staff does.

All of the waiters perked up and showed interest. It began a discussion about Chiropractors and, of course, bad backs. You see, most of you feel uncomfortable about mentioning Chiropractic, because you think others may disapprove. The truth is, the mention of Chiropractic almost always is met with curiosity and approval. At Snyman Chiropractic our mission is to promote Chiropractic in the city of Philadelphia, and in order to do that, one must take every opportunity to do so!

One of the waiters—his name was Lyle—was extremely grateful that I spoke up. “I have been looking for a good Chiropractor,” he said. “My back has been terrible, I can hardly work, and I am wearing a back brace as we speak. I really need help! How soon could I get an appointment?

Ahhh… It worked!

Lyle became a new patient the very next day, and there were at least ten waiters in the best restaurant in town who now knew the best Chiropractor in town. AND I showed my staff how easy it is to get new patients!

A few days ago, I was working at our front desk when Lyle arrived for an appointment. Since it was the holiday season, he looked beat. “Lyle, how are you?” I asked.

“Susan, I’m exhausted. We have been incredibly busy. But, guess what? My back is great! I can’t even imagine how it would be if I had not met you and Dr. Snyman. My back is better than it has been in years, and I owe it all to you guys. I remember the way you all came to the restaurant. I could hardly stand the pain. I used to dread the dessert cart because it hurt my back the most. Now it doesn’t bother me at all! I am so grateful that you introduced yourself.”

Can you even begin to imagine how great it made me feel that Lyle not only became a patient in our office but that I had made a difference in his life? It certainly never would have happened if I had been afraid to speak up.

Unfortunately, not every step out of the comfort zone ends in success. Sometimes we get met with opposition. A few weeks ago, I was giving a seminar and I shared this story. One of the Chiropractic assistants decided to take the plunge at lunchtime. She took the opportunity to mention Chiropractic. The person immediately went on the defensive and announced, point blank, “I’m disgusted with my Chiropractor…he made me worse.”

When the CA returned to class after lunch, she shared her story with me. “I didn’t know what to say,” she admitted. I must admit, I was a little frustrated also. I had encouraged her to step out and she got her foot stepped on.

My reply to that person would have been, “I’m sorry you got worse; but some people do get worse before they get better! I’ve been involved in Chiropractic for ten years and while some people get worse initially, they usually improve if they follow their Chiropractor’s recommendations.” Then, I would have ended the conversation. I would not have recommended that she see my Chiropractor. I would have ended with the statement, “I sure hope you’re feeling better.”

The indication is that 80% of people who get Chiropractic care improve, 10% do not improve at all, while 10% get worse. She could have been one of the 10% who get worse; however, more than likely, she dropped out of care before she gave her Chiropractor a chance.

I certainly won’t tell you that every interaction will be a successful one, or that every person you tell about the wonders of Chiropractic will become your patient; but there is one thing I know for sure. You cannot introduce the world to Chiropractic unless you step into the batter’s box and give it your best swing. Living Chiropractic is easy, loving Chiropractic is easy, but selling Chiropractic takes courage. Are you up for the challenge? If you are, you may actually make a difference in someone’s life, not to mention your own!

About the Author

Susan Hoy has been the office manager for Dr. Basil Snyman in Center City, Philadelphia since 1989. She speaks to Chiropractic Assistants throughout the country, specializing in staff growth and the difference they can make in the practice and in the healing process.