Enroll Wellness Clients with Confidence!
Selling your wellness services should not feel like pushing a rock uphill – for you or the client. Luckily for you, there’s a system for selling your work that magnetically draws clients to you in a graceful and comfortable way! This step-by-step system helps you to comfortably and confidently enroll clients in your services. This system is based on giving free treatments or consultations to interested prospects, serving two purposes: to familiarize people with your work and to offer them ongoing care and support.
When a prospective client comes in for their no-cost Discovery Session, schedule enough time to sit down and have a conversation about their needs. If you include a sample session or treatment, allow time to talk with the person afterwards.
The Sales Conversation consists of a series of 7 key questions to ask, to engage people in a talk about their problems and your solutions. Practice and memorize the questions so you can ask them comfortably and confidently. These 7 questions will help you convert prospects into clients:
1. What is your main health challenge or goal?
Their answer to this question will help you know how to explain your services to them, to show them how you can help achieve their goal. Most people have some type of health or wellness issue or a goal. You want to understand what is important to them. Also, you need to be well-informed about the value of your work for a variety of conditions or situations.
2. How will it affect your life to achieve this goal?
Once they clarify their main goal, you need to know why it’s important to them. Of course, you know the benefits. But you want to understand why it is important for that person, such as “My back pain keeps me from playing with my kids” or “I want to run my personal best in a marathon.” Part of our job with our marketing and our sales presentation is to perceive people’s emotional needs.
3. What have you done to deal with your problem and how well has it worked?
This is really two questions, but they are related. You ask this because the answer will allow you to position your services in their health care regimen – to integrate your care with whatever else they are doing. You will be able to explain your modality as an added value, as an enhancer to everything else, rather than replace what they are already doing.
4. What could happen if you don’t resolve this problem?
Sometimes you may have to point out the need for people to take action. Maybe they have never considered the consequences of not dealing with their problem. They may think it will eventually clear up on its own, like a rainy day or a bad cold. So you need to clarify what could happen if they don’t take measures to help themselves. Example: “If you don’t get your blood pressure under control, it can lead to heart attack or stroke.”
5. What do you think might prevent you from achieving your goal?
The way people answer this question will expose their objections or resistance to enrolling with you, and give you more insight into their mindset. The better you understand them and match your message to their thinking, then the more powerful and effective your Sales Conversation will be. The three most common concerns people have are: money, time and effectiveness. (Watch for next week’s article on how to overcome these 3 objections.)
6. How committed are you to resolving this problem?
Find out how willing they are to improve their situation. Ask them if they truly want to resolve their problem. Ask: “On a scale of 0-10, how important is it to improve your situation?” Once you have their commitment, you can confidently offer your product or service because you know what they want, why they want it, why they aren’t getting it and what their resistance or objection is about. If their commitment level is “Do anything, pay anything,” then you’re in a good position to sell your highest-priced package. If they seem lukewarm or hesitant, start with a smaller package.
7. Which one of these plans would you like to choose today?
Have 2-3 treatment options at different price points for them to choose from. After presenting your packages and programs, you then say, “Which one of these plans would you like to choose today?” That’s it. Don’t say, “Would you like to get started?” Don’t say, “Go home and sleep on it.” Ask which package they want, then be quiet and wait for their answer. Don’t speak again, even if there is an uncomfortable silence. Your silence indicates your confidence that they are now ready to commit. If you start talking or trying to convince them, you could appear pushy or needy. Bite your tongue if necessary!
Once they choose a program, reaffirm their decision. “Congratulations – I agree that’s the best choice for you! Let’s get you enrolled and schedule your appointments so you can… (Name the specific benefit they will get, such as: start feeling better, relieve your pain, get back to work, have more energy, sleep better.)
To close the Discovery Session: “How would you like to pay for your program? I take cash, checks and credit cards.”
Go over the Service Agreement item by item and have the client sign it to indicate that she understands your policies and terms of service. This prevents misunderstandings later on. Process her payment. Schedule her appointment series. And finally, congratulate her again on her smart decision and say goodbye… for now!