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PHYSIO  May 2002

PHYSIO May 2002

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Subject:

Re: How to Win Clients and Sell Therapy

From:

John Spencer <[log in to unmask]>

Reply-To:

- for physiotherapists in education and practice <[log in to unmask]>

Date:

Tue, 21 May 2002 19:41:01 +0100

Content-Type:

text/plain

Parts/Attachments:

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text/plain (143 lines)

Mel

Have you ever though of running marketing courses for therapists?


In message <[log in to unmask]>, [log in to unmask] writes
>This letter may also be of interest here:
>
>Someone on another list wrote:
>
><Having dealt with therapists who tried to use techniques similar to Applied
>Kinesiology the N.O.T. system to "heal" completely disrupted ACLs and
>menisci, only to find several months later that surgery was required, I have
>no patience for those who are duped by the "practitioners" of the "nebulous
>arts".  Whatever they get suckered into paying is well deserved.>
>
>Mel Siff:
>
>Many will continue to be duped like that, because the practitioners of this
>type of arcane art rarely report their failures - their glowing claims and
>testimonies on endless lists of websites creates the impression that such
>methods are invariably successful, when the opposite often is true.  It is
>well known that as little a success rate  of 25% is sufficient to keep any
>alternative therapist in business because failures often are attributed to
>individual idiosyncrasies.
>
>Furthermore, research indicates that at least a third of those success
>stories are due to psychological reasons, and the same sort of figure for
>those who will heal without any therapeutic intervention.  So, while the
>persuadable mind and the self-healing body exist, even the most dubious
>practitioners will continue to flourish.
>
>Now let us take this analysis and turn it into something very positive for
>anyone who wishes to learn from these successful business folk who sell their
>therapeutic wares:
>
>ADVICE FOR THE NEW AGE THERAPIST
>
>Anyone can run a successful and very lucrative New Age therapeutic business
>if you:
>
>1.  Obtain some training in any of the healing arts, irrespective of its
>origins, philosophies, validity or methods
>
>2.  Learn excellent marketing and managerial skills (many chiropractic
>courses offer very useful input on this, as compared with what is taught to
>doctors and physios)
>
>3.  Become a good, empathetic communicator who listens well and makes the
>patient feel safe, special and convinced.
>
>4.  Handle any problems by attributing them to "individual differences",
>insufficient time, patient stress or excessive physical exercise or reinjury
>processes (if the client is an athlete)
>
>5.  Apply the hands and move the body in a confident, soothing and reassuring
>manner, because this alone can promote or initiate the healing process.
>
>6.  Fill your walls with testimonials or leave albums lying around which
>contain details of your successes. If you can locate some well-known film
>star or pop musician whose sore back you have successfully massaged to relax,
>you must use a signed photo from that sort of person for mounting on your
>wall.
>
>7.  Decorate your office walls with impressively framed certificates of every
>conference, course and workshop that you have ever attended
>
>8.  Place official-looking initials behind your name - the more the merrier -
>if you haven't completed any genuine
>higher-level degrees, then simply create your own initials.
>
>9.  Produce a professional website and brochure which contains every claim
>and testimonial that you can rake up and make frequent use of highly sensa
>tional, emotive language to sell what you have as "the greatest" and "the
>latest".
>
>10.  Give discounts to any clients who successfully recommend more clients to
>you (give these clients plenty of business cards to hand out).
>
>11. Have a repertoire of several different methods of treatment available to
>use, because one of them is sure to use if the others don't (e.g. if you rely
>simply on 'manipulation' or trigger point methods, these will not be as
>physically or mentally as successful as also using massage, stretching,
>"energy methods", water therapy, relaxation methods, acupressure,
>'mobilisation', "Rolfing", "Therapeutic Touch" and the usual collection of
>other such methods).
>
>12.  Apply pseudoscientific or approximately scientific tests and impressive
>jargon to convince your clients that you really know something.
>
>13.  Use "power words" with powerful emotional impact to help elicit any
>favourable psychological climate for healing (many books are available on
>this topic).
>
>14.  Spend some quality time with your clients - look attentively at them,
>sympathise with them, show a genuine interest in their every ache and pain,
>use your voice competently, never pontificate - in fact, do all the things
>that many in the medical profession rarely offer to patients and you can
>hardly go wrong!
>
>15.  Make your facilities look as impressive as possible - note that a
>computer, anatomical charts, technological toys, training machines,
>acupuncture charts, dermatome charts, and the like are fundamental items to
>be placed in your business.
>
>16.  Have at least one well stocked book shelf filled with books on relevant
>and impressive topics.  Always throw in some books on modern physics, quantum
>mechanical healing, Chinese healing arts, philosophy, genetics, clinical
>nutrition, sports injuries, patriotism, the National Geographic, Space
>Medicine, the Great Musicians, the Great Artists, Metamagical Themas,
>Caesar's Gallic Wars and suchlike, just to show how eclectic and intelligent
>you really are - even if you have not or cannot read them.  Reproductions of
>Hippocrates, Einstein, Madame Curie, Socrates, Leonardo da Vinci, Paracelsus
>or Florence Nightingale on the wall wouldn't hurt, either.
>
>17.  Casually drop into conversation names of well-known public figures whom
>you may even just have visited your practice or with whom you have worked in
>even the most trivial manner.
>
>18.  Offer special package deals for regular visits, realignments and "tune
>ups".  Always create the impression that the body, like a car, needs regular
>check-ups, service and refueling.   Try to link your packages to those of
>sympathetic other therapists or doctors.
>
>19.  Talk positively about what you do to every person whom you meet and
>spent a few minutes with.
>
>20.  Talk widely about how limited allopathic medicine is and how many forms
>of "complementary" or "alternative" healing like yours are being shown
>"scientifically" to help.  Always cite the failures of allopathic medicine
>and the cases that doctors bury, and cite the successes of your type of
>therapy.
>
>Many more could be added, but this short list should help all neophytes -
>happy hunting!
>
>Dr Mel C Siff
>Denver, USA
>http://groups.yahoo.com/group/Supertraining/

--
John Spencer

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