I was with a group of businessmen this week at a networking meeting. I’ve been a part of this group for about 3 years.
One of the business owners was complaining about a leg injury and that he “might have to come to see me.” I’m sure that’s probably happened to you a time or two.
He also said that every morning he wakes up with severe neck pain. He’s fine after he leaves his chiropractor but it doesn’t have any lasting effect on his morning neck pain.
He asked his physician for an MRI on his leg and while he’s there have one done on his neck. He’s a smart guy. He owns and manages a large company. He knows that I’m a physical therapist. But apparently, he doesn’t understand what I do for a living.
I have certifications in manual therapy and have thirty years of experience in spinal care. I have some inclinations of how I might be able to help him.
Apparently, there is an understanding gap between us.
On one side of the gulf is his understanding of what physical therapists do for a living. And on the other side is what I know I can do to help him. My question to you is:
Whose responsibility is it to close that gap?
We have two options. Get frustrated at people because of the choices they make regarding their healthcare based upon their worldviews. I have found this option to do anyone much good.
Or step into the gap with a well-prepared conversation starter that attracts prospects to the services we offer. More often than not, somewhere during the conversation, the person will say…
” I didn’t know you did that.”
Unfortunately, most of the therapists I ask to tell me what they do can’t provide a clear, concise answer. I’m thinking if you can’t explain what you do to me, an industry insider, the average consumer is going to have no clue what you do.
Most likely they’ll move on to the next provider until they find someone that can explain the solution in words they understand.
I wrote a blog post on How To Talk About What You Do and a how-to guide on How to Talk About What You Do To Gain Respect and Referrals. These resources will help you craft a clear statement of who you serve, who you are and what you do.
Download the free guide, write your own conversation starter so you’ll be ready for the next opportunity to explain to someone what it is you do for a living.
Crystalizing your vocation into a single sentence is one of the best tools to grow your practice one conversation at a time.
Now back to my friend and his recurring neck pain.
Both you and I know that what he’s doing isn’t working. We know that the MRI isn’t going to change anything.
I owe it to him to follow up on the problem that he experiencing. I’d be doing him a professional disservice if I didn’t initiate a conversation to offer to help him. I’d be cheating him out of an opportunity to get relief before it’s too late.
How about you?
Do you have any prospects that you need to start a conversation to see if they might benefit from what you do?
I’d like hearing your answer. You can tell me below or email me at firstname.lastname@example.org
Let’s do this,
PS- After you check out my how-to guide on How To Talk About What You Do To Gain Respect and Referrals email me your conversation starter, I’d love to share it with the community.