Selling for the canine rehabilitation business ownerJun 26, 2023
In the world of canine rehabilitation, marketing is widely recognized as an essential aspect of attracting clients. However, the importance of selling our services is often overlooked. In this blog post, we delve into the concept of selling in canine rehabilitation and healthcare, shedding light on why it is crucial and exploring key considerations. We will also touch upon the fear of rejection, the value we offer, the transfer of energy and trust, and the importance of charging what we are worth. So, let's dive in and uncover the significance of selling in canine rehabilitation.
Why Selling Matters: When it comes to healthcare, selling is a concept that permeates every aspect of our lives—except when interacting directly with patients. But in reality, we are constantly engaged in selling and being sold to, even if not in monetary terms. However, once money enters the equation, emotions often cloud our judgment, hindering rational decision-making. We are conditioned to believe that our clinical skills and certifications are the sole determinants of success, while overlooking the fact that the public prioritizes outcomes over credentials. While being proficient in our field is important, the true value lies in utilizing our existing skills effectively rather than accumulating more. It's crucial to understand that selling is about helping people make informed decisions, always placing their best interests at the forefront.
The Fear of Rejection: One common reason we shy away from selling is the fear of rejection. It's not so much that we don't want to charge for our services, but rather the discomfort of discovering that potential clients may not be willing to pay for them. Rejection can lead to feelings of inferiority and defeat, triggering our instinct to avoid such situations. As healthcare professionals, we often find ourselves striving to be liked by our patients. However, it is essential to question whether being liked should be our ultimate goal, or if we would be better off focusing on earning respect and putting the best interests of our clients first. Selling should be viewed as something we do for people, not to people. If we allow our discomfort to hinder us from selling services that people genuinely need, whose interests are we truly serving?
Selling Value, Certainty, and Solutions: Contrary to popular belief, money is not the primary concern for most individuals. It is the fear of spending money without confidence in receiving a return on their investment. As canine rehabilitation professionals, we must understand that we are not merely selling physical therapy sessions; we are selling certainty. By reframing our mindset, we can demonstrate the value and worth of our services, showing clients that their investment is a solution to their problems. Since the outcomes of canine rehabilitation may not provide instant gratification or certainty, it becomes crucial to allocate more time for clients to make informed decisions. The initial phone call should focus on building relationships, actively listening, and understanding their needs. Selling, at its core, involves transferring energy, trust, confidence, and clarity. By embracing this role, we can convey our value more effectively.
Overcoming Concerns and Charging What We're Worth: Concerns about what others think of us, especially our colleagues, can hinder our progress. However, it's important to remember that they don't pay our bills or share our goals and aspirations. Similarly, worrying about potential clients' reaction to being sold on our services should not deter us. If individuals have a problem with our business approach—genuinely trying to help them—the issue likely lies within themselves. It is perfectly acceptable to make money while helping others, including in the field of canine rehabilitation. Neglecting our own well-being in pursuit of serving everyone else will ultimately lead to burnout and dissatisfaction. If we are skilled and passionate about what we do, we have an ethical and moral obligation to charge higher prices, ensuring we can continue making a positive impact in the long run.
Conclusion: Selling in canine rehabilitation is an integral part of running a successful business and ensuring the fulfillment of our professional and personal goals. By recognizing the importance of selling alongside marketing, overcoming the fear of rejection, and embracing our role as providers of value and solutions, we can create a thriving practice that supports both our clients and ourselves. Remember, charging what we are worth is not only ethical but necessary for our long-term ability to make a meaningful difference in the field of canine rehabilitation.
Check out my fee calculator here: https://thek9pt.mykajabi.com/Fee-calculator
Listen to my podcast episode on the same topic: https://www.k9ptacademy.com/podcasts/the-k9pt-academy-podcast-business-lessons-for-canine-rehab-therapists/episodes/2147839688
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