The beauty of Non-Convincing Language (NCL) is that it can apply in any situation. The other day, I was at a chiropractor’s office (I guess that’s what you get for growing a year older). I met Dr. Clay through a mutual friend of ours at a networking group I attend.
We were having lunch at Sonny’s BBQ, a favorite of mine in Pensacola. I began asking him questions about where he wanted to take his practice and what his exit strategy was into retirement. You see, NCL isn’t all about the hard sell. You have to care more about getting to know the person sitting across from you first. So after asking this question, I got very quiet and I let him talk.
He had ideas about doing a mobile chiropractic practice where he would see people in their environment instead of them coming to him in an office. I brought up the idea of a motor-coach with a big painting on the side so wherever he drove, he was advertising. Everyone in town would know him because you can’t miss a big RV! The RV could be set up as on office on wheels. That provoked his thinking.
Then he mentioned he had some real estate that was upside down and was looking for options. I listened, asked a few more questions, and offered to help him evaluate the decision. Remember, I’m from the mindset that this is also an interview for me just as much as it was for him. Did I really want him as a client? I let him know that he did not have to become a client for me to help him.
Then we talked about Non-Convincing Language. We discussed how not to use an assumptive start. In other words, you must make sure you know what the client/patient wants before you prescribe. And above all, you must take your time doing this or it will not seem genuine.
Then I asked how he responds to this question: “Why should I use you as a chiropractor?”
Most start with convincing: “I have been in business X number of years, I really care about the patient, blah, blah.”
That is the automatic response. It’s what we’re taught to do as children….convince to get what you want. I asked him to answer the question without convincing. As with most people I’ve met, he was challenged to answer the question at all. I shared a few pillars of NCL:
1. Don’t have an assumptive start
2. Position yourself as a third party
3. Ask great questions
4. Statements don’t require a response.
How to dialogue the question: Why work with me?
Dr. Clay: “First, are looking for chiropractic care?”
This backs up a step to ask a fundamental question without being assumptive. (Assume the answer is yes.)
Dr. Clay: “Great! As you look to choose a chiropractor, what characteristics are you looking for?”
This is third party tactic. You are discussing the choice and it’s not about you, so there’s no pressure on the prospect. As a result, they say what they are looking for. Remember, this is an interview (of sorts) for both parties. You need to find out if this is a person you want to work with as a client/patient. (Let’s assume you think you match up well with what they want.)
Dr. Clay: “Those would be important factors in choosing a chiropractor. If my practice could provide that for you, would you want to work with us?”
By asking for the agreement from the prospect/patient at the end, you gain immediate buy-in and can then begin to discuss further needs of the client/patient to lead to a more productive (and profitable) conversation.
The conversation could go a number of directions. This gives you some basics to NCL and how to communicate with no pressure by asking great questions, listening, and learning to respond to what the person in front of you is truly looking for. As you can see, I never hinted or tried to convince him to become a client. Instead, I just tried to add value to the person in front of me.
The rest will take care of itself.