'I like to tell my patient what to do because I'm the authority.' This is what one of the physiotherapists said to me yesterday when I was asking them how they like to 'sell' their treatment plans to their clients.
In contrast, I like to guide my questions to a decision - presenting a few options and giving them the ability to choose.
The question that next arose was:
The answer, as most Allied Health technicians like to say is... 'it depends.'
However, as much as I believe 'it depends' is true, and the only true answer.
I also believe that 'it depends' is an answer reserved for an individual, and not for a mass marketing form of media, such as this blog post/article.
So, for the purposes of this article - I prefer asking, and here's why.
From the perspective of the patient, I can think of 3 main reasons.
- They have to choose. The best way to get someone to 'buy-in' to something is to get them to choose. There is an old saying that people don't like to be 'sold', but they like to 'buy.' When you present treatment options to someone, they have to pick the one that suits them best. Psychologically, this means that the patient is committing. When you tell someone what to do - sure, they might accept it, but it doesn't mean they've committed. For example, I've worked with plenty of clients who I've 'told' what to do - but do they do it? Only some. It's been much more effective for me to ask them which path they'd like to go down. There are still people who lack commitment, don't get me wrong. However, from my experience, it's less likely.
- They automatically choose what suits them best. Sometimes when you tell someone what to do, they might say yes even though it's not the best option for them. For example, you might say to a patient with an acute ankle sprain that 'twice a week' is what they need for the first three weeks. But what about their time constraints? What about their financial constraints? Do they live close enough to make the trip? These are important factors that you need to consider when you formulate a treatment plan. When you present your options, patients can choose which works for them based off their circumstances. The vital component is each option represents a tiered system that suits certain types and demographics of people.
- They don't feel like they've been forced to do anything. There are some patients by personality who are too 'nice' to say no. They'll say 'yes' to you in person. But if they feel forced, they'll skittle away and you'll never hear from them again. On the opposite end, there are some patients who do not respond to being told what to do at all. These are the types who think they know it all, and you're there to facilitate what they want. With these people, giving them options always works great.
But now let's talk about this from the perspective of the therapist. Why is it beneficial for you to give treatment options to your clients?
- You strategically cater to different demographics and markets. Most practices operate via a session to session basis. Some patients are happy to see their physiotherapist 2-3x/week in the acute stages, and some can barely afford to go to 1x/week. It doesn't make sense to pitch 2x/week to every patient even if the conditions are the same. Instead, it makes more sense to pitch 2x/week OR 1x/week and develop a program that reflects the level of frequency they'll see you. For example, 1x/week will mean far less hands on work and more education + exercise. 2x/week will include more manual therapy.
- You have the opportunity to tap into higher paying segments of your demographic. If you pitch a higher offer, like 3x/week + further online support, followed by two other low tier options, you might be able to tap into a market that's willing to pay you $150-200/week because they can and want to. Those who cannot afford this amount won't choose this option. However, those who can, might.
- You don't have to feel 'scammy' or 'pushy' when you close the sale. I know that personally, I hate being told what to do AND I hate telling others. When I used to 'sell' something to someone, I would always stutter when I 'told' them what to buy because it wasn't how I liked to be sold. When you become good at presenting options, you don't feel the internal resistance anymore and closing becomes much easier.
In conclusion, like I wrote in the very beginning - at an individual level, it always depends. But on a macro level, I genuinely believe that learning to guide and 'ask' your patients what they would do works out better on average than leaning into the authority archetype.
If you want to learn how to do this assertively, my next Trust-Based Selling for Health Professionals course starts 6/11. To learn more, you can book in a call with me here to see if it's the right course for you.
