Word Tracks for Customers
Whether you are talking to a neighbor, have a potential client or an existing client on the phone, you should always have an “elevator pitch” ready. These elevator pitches are referred to as Word Tracks, and having multiple Word Tracks for various situations are helpful. The following instructions are designed to help you get started in developing your own Word Tracks. The idea is to keep responses straight-forward and short. The second half of the this document has tips on how to engage positively about PEMF in a conversation.
1. Get on the phone and use a script!
· Everyone in the office should be prepared to handle all types of calls and questions. Using a script will support your marketing efforts.
· A script allows you to control and direct the flow of every call, which leads towards your goals.
· An unstructured phone call may not get to the point, or worse, turn off a potential client if the staff member isn’t well-informed and prepared.
2. Ask about the clients health or how their treatments are going.
“Are you in pain? Is the pain getting better? What is your reason for seeing the doctor?”
Pain is the most common reason a client sees a chiropractor. These open-ended questions will get people talking about their issues, and since PEMF is ideal for eliminating pain, this is an ideal time to introduce PEMF technology.
3. Introduce PEMF to the client.
“Did you know that we have PEMF technology? Are you familiar with PEMF?”
PEMF is an acronym that many people may not have heard of. Depending on the situation, you can respond with,
1) “PEMF stands for Pulsed Electromagnetic Field” or simply state “PEMF is therapy that is used widely in other parts of the world and in the United States for the last 40 years for certain injuries. It is also referred to as “Cellular Exercise.” The Pulse system we have delivers the therapy in a comfortable and enjoyable way.”
2) The above responses might leave the client still wondering what PEMF is, so quickly follow up with saying “PEMF supplies your body with the energy it needs to repair itself.”
Your staff have all used the technology and have experienced the benefits of PEMF/Cellular Exercise yourself, so you can explain first-hand your results and how you have benefitted from it.
The idea is to establish credibility for PEMF/Cellular Exercise and why the doctor has the equipment. Hand the client a brochure or point them to the www.pulsecenters.com website so they can review the personal stories from other patients.
4. Explain what PEMF does.
Prepare yourself for a question about PEMF technology and what Cellular Exercise is. Someone may ask, “What does it do and how does it work?” There’s a lot of scientific research behind how and why PEMF works, however, trying to explain the exact science can take too much time and might cause confusion if you’re not prepared with the right answer. Visit www.pemfinfo.com to educate yourself on the research findings. Develop a response that is quick and concise. For example, you may respond with, “Scientific research has proven that it is impossible for someone to get sick if your body as the energy and nutrients to heal itself.” In addition, using an analogy can be a positive way to promote the message. You can draw a comparison to a battery. PEMF charges your body similar to how jumper cables charge a battery. So the Word Track is, “Cellular Exercise charges your body by stimulating it to heal itself, similar to how a dead car battery is charged using jumper cables.”
5. Head off an objection or a stall tactic with your own experience.
The most convincing arguments are always those that come from positive, personal experiences. You and your staff have used the Pulse system, so everyone should have some relatable experience with the technology. Encourage staff members to highlight their own improvements with PEMF, and encourage existing clients and potential clients to add it to their own wellness plan.
Use statements such as:
a. “I personally used a PEMF machine, and my stiff knee joints have 60% more range of motion and 75% less pain. I can tell you, it really works.”
b. “Do you know, Mr. Jones? Well he uses the PEMF machine and he has commented how much better he feels.”
6. Conclude with a promotion or an invitation to bring in anyone with chronic pain or inflammation.
If your office is offering a special on PEMF packages, an Open House or any other informative/demonstrative Cellular Exercise event, be sure to tell everyone you talk to about it. If the patient has already used (and responded well to) Cellular Exercise, encourage him/her to bring a friend or family member.
Examples:
• “If you’re interested in learning more, we have educational brochures here and the doctor is offering X amount free minutes with any regular adjustment.”
• “When you come in we’ll talk more about it and let you try it out.”
• “Since Cellular Exercise has worked for you, do you know anyone else that could benefit from it?”
Offering the client free visits or to participate in a case study is a good idea. Mention that the doctor is offering discounted services for patients who are willing to be in a case study on Cellular Exercise.
7. Does it work for everyone?
PEMF works for everyone. The energy delivered to the cells has a positive effect on all people. PEMF is to a body like what water is to a sponge and it’s absorbed over time.
A good response to someone that says they do not feel anything after a session is,
“Patients who may not feel an immediate impact need to realize that it has a cumulative effect. It’s like exercising at the gym – you won’t get fit by only going once. Using the Pulse system at longer intervals and at multiple times will keep you healthy and feeling better over time.”
Another good analogy is at a Rehab Clinic. Going for rehabilitation for an injury at a rehab clinic is not a one-and-done event; multiple visits are necessary for optimal healing and strength.
8. Tips for Communicating.
1. Use people’s names. People respond positively to their names, and it helps make them feel like they are individually recognized.
2. Smile and be enthusiastic. Tough, hectic days can be sensed immediately by the way you answer the phone. Whether in person or over the phone, having a smile on your face will come across positively.
3. Talk with confidence to callers, but not at them. People respond to confidence, not condescension. Speak with clarity and authority in a gentle, natural way to convey information and build assurance and trust.
4. Practice active listening. Make sure you hear what is being said, restating or mirroring what they said to adequately answer their questions or resolve their issues.
5. Speak clearly. Enunciation is critical for creating an impression and getting your point across. Adjust your tone to your caller and take your time forming words.
6. Vary your pitch and tone. You don’t want to sound like a robot, so practice varying your tone while reading the script.
7. Role play and rehearse. Practice makes perfect, so role-play with others to fine tune your Word Track.
8. Last but not least: Find the right person to answer the phone. This is critical and you won’t get a second chance if your staff is not equipped and prepared to turn a caller into a new client.
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