The Buxton Technological Course
in Painless Chiropractic
A. G. A. Buxton, D.C.
A CHAPTER ON CHIROPRACTIC SALESMANSHIP
SALESMANSHIP, public speaking and service have been
quoted as becoming the three most promising professions of the near future,
and we quite agree with this statement. The only thing wrong with
such an assertion is, first, that the true meaning is lost in the specific
intention, and, second, that it is inconsiderate of the comprehensive value
couched in its triune characteristics.
Salesmanship comprises every phase of human activity.
It is one of the first lessons we learn by association, and is intuitive
in our very being. It is not only a born characteristic of the human
but likewise of the animal kingdom. How often have we observed the
dog wagging its tail to obtain our good will and the good will is the
price we pay for the canine's assurance of friendliness.
Every move we make in the presence of others
sells or hinders the sale of our wares and our wares are the larger part
of ourselves, since by them we are sustained. The smile, the look
of the eye, the facial expression, the spoken word, the laugh, the move
of the head and the hand, the step and the poise of our body, all play
a part in creating and closing the sale.
The prospective purchaser first buys the seller and
then his goods. No marketable article is greater than the individual
attempting to market it. Ninety-nine people out of every hundred
do not buy, they must be sod, and the one percent very seldom buy the thing
they need, but rather the thing they want. If our goods are not needed,
then we must create the want and the want is usually established or destroyed
through the presentation made.
We must not overlook the fact, that, while there
is much to be sold there are many to buy, and buying and selling constitute
that interchangeable relationship by which the world moves, and the activities
of human enterprise are what makes the world go 'round.
Just as the sun throws out its heat and the magnet
gives off its attraction, so every individual expends his energy for profit
or loss, in the busy program of life. Again, as the sun attracts
the sleeping rosebud to opening, and the magnet attracts the steel, or
the lover the object of his admiration, just so the successful salesman
draws the mind and will of his prospect to the need and value of his goods.
Much is said today about the psychology of salesmanship,
and the one strange thing about this universal expression is that comparatively
few people are able to define the terminology. It may not always
be true that salesmen are born, but is likewise untrue that they are
not all manufactured. The real thing to be done is to make an analysis
of one's attributes and then classify them. Organized intelligence
is the mother of wisdom, while a scholastic parrot or verbostic plagiarist
is but the juggler of another's phraseology. Concentrate upon
the principle of the thing you are wanting to sell until it becomes your
paramount thought, then the person to whom you are wishing to sell will
become absorbed by your positive action. Their strong and positive
timbers will split before the keen edge of your indomitable persuasion
and become negative and susceptible to your determination.
While salesmanship is a property common to all, the
successful salesman is but one who has arranged the subject matter of his
qualifications, raised his gun, sighted the target and rings the bell.
If the hunter goes out to get rabbits and then attempts to shoot everything
he sees along the road, he usually returns with an empty game bag.
Great energy is lost in chasing butterflies and the
runner very soon exhausts his strength for the accomplishment of nothing.
Concentrating one's thoughts and efforts upon a given subject, is but driving
the stake deep, and such will hold the "guy ropes" when the threatening
winds away the possibilities of certainty. Whatever be the goods
we have to offer for sale, the salesman must be one hundred per cent
sold on their necessity, and anything that is worthy a place on the market
is salable and anything that is salable is a necessity.
The science of chiropractic has proven itself a necessity
established by the law of demand, therefore having won for itself a much-merited
place in the professional world. Chiropractic is a service to be
sold and paid for just the same as anything else is bout and paid
for, except in charitable cases and then it is paid for in the pleasure
of doing good. It s qualities must be exploited by a salesman who
is sold to its virtues and possibilities. He must know no fear nor
weakness in presenting its claims and commendations. The great history
of its past, sustained by the present, makes possible its future perpetuation.
When an inquirer goes to a Chiropractor's office
he goes there to buy and expects to be sold. He has done his part
in making a visit to the office and is disappointed if he goes away without
Many a Chiropractor excels as an adjuster but fails
in his ability as a salesman. This is due either because of a timidity
forced by large-heartedness, as he thinks, or by a blunt and untactful
way of presenting his goods. Out of the hundreds of Chiropractors'
offices that I have visited, I find the most successful ones to be those
where only kind words are used in speaking of the other fellow, be he practitioner
or layman. One never wins the applause of a listener whose ears are
being filled with unkind, unethical and unprofessional expressions about
someone else, even though that someone else may merit such utterances.
If one is so poised in his eccentric misgivings,
he can, by force of habit leave his disposition elsewhere rather than in
the mind of his patient or inquiring visitor. he should, however,
be firm and explicit in his statements, never becoming negative when his
method of healing is spoken against, or when a question is raised in comparison
with other branches of healing which are foreign to chiropractic.
Always be a busy Chiropractor. you will find
your business increasing, if, after you have stated the proposition to
a newcomer and given him your terms, you excuse yourself from his
presence rather than to appear at leisure to engage in lengthy conversations.
For, I have seen Chiropractors unsell themselves after having practically
everything in their hands but the prospective patient's money, simply by
tarrying too long in unnecessary conversation.
The Chiropractic Salesman should give a short explanation
of chiropractic science, examine his patient, name his price for the necessary
adjustments and then quit. Many a good platform lecturer has spoiled
his oration by saying just that one word more.
Independence is a good quality of salesmanship, when
it is exercised with kindness and respect, and when there is a professional
ability to deliver the goods. He can also feel safe in asking his
price, even though the visitor states that he can obtain services at a
less cost. Let him go, he will return, or another one will come in
his place. Cheap adjustments are like second-class eggs. They
lose what little value they possess between the store and the home.
Most people want to pay the higher price for better service.
The first impression of the Chiropractor and his
office is usually the lasting one in the mind of the patient. I one
time knew a Chiropractor who, after he had about sold his visitor, would
say, "Well, friend, would you like a going-over today?" Of course,
this might mean a coat of paint, whitewash or almost anything. At
any rate, a person of refinement would resent such language or expression,
and would in all probability leave the office with the idea that all that
Chiropractors do is to give a "going-over." Use the most reputable,
simple and best language possible. Speak of adjustments as
such, and as treatments, or a working or going-over.
Personality of salesmanship does not necessarily
mean that the salesman be handsome, but rather a manifestation of strength
in character and distinctive reliability. Most anyone can school
themselves in personality, and by careful applied effort produce a strong
personal appearance in this coveted art. The qualities of personality
are language, equilibrium in bodily poise, decorum in dress and conduct,
congeniality, et cetera.
The following are a few suggestions in becoming
acquainted with the new prospective patient:
1. The manner of approach.
2. Defining chiropractic.
3. Suggesting an examination.
4. Recommending adjustments.
5. Explain the painlessness of your adjustments.
6. Citing similar cases that have become well under your
7. Show the benefit of taking a full course of adjustments.
8. Name the price and terms.
9. Secure the patient's confidence when you give the first
10. Make the next appointment.
11. Make friends with the patient's friends.
12. Be courteous and attentive to patients as they leave the office.