You know chiropractic CEOs who do it all the time. In fact, you’re probably one of them.

When a patient walks into your office and tells you about their problem, you immediately go into “fake empathy” mode.

A new client comes in. “Doc, my neck has been bothering me for about six years.”

How do a lot of chiropractors respond to that statement?

“Oh no, that sounds so terrible. You must have been through an awful lot.” [Insert a brief leg touch you think is reassuring but is actually kinda creepy to be honest.] “It must have been so hard taking care of your kids and going to work. I’m so sorry that happened to you.”

Are you kidding me? You’re a professional, and that’s the kind of response you give someone with a common problem.

Don’t pump the brakes. Slam on them. We’ve got to get real about some things.

First up, your atrocious acting.

You Chose a Profession (And It Wasn’t Acting)

If you’re like most of us, you spent about eight years becoming a professional chiropractor.

Someone patients can rely on to diagnose problems and find effective solutions.

Then, you spent who knows how many years trying to build a chiropractic business.

How many years did you spend training to become an actor? No, your high school drama class doesn’t count.

Let me tell you something:

You’re not Robert De Niro.

You’re not Scarlett Johansson.

You’re not even… I don’t know… Chris Pratt. I mean, the guy’s funny, but let’s not pretend he’s on De Niro’s level.

All three of those people have one thing in common. They know how to make people believe words someone else wrote for them. That’s a skill. A very hard skill to learn.

And you haven’t learned it.

Now that we’ve established that you can’t make it on the screen or the stage, can we agree that it’s time for you to stop acting? Quite frankly, no one believes it. And to be really blunt, you’re embarrassing yourself. Sorry, not sorry. The truth hurts, but you need to know it before you make positive changes.

The second point? You’re not fooling anyone.

Your Patients See Right Through You

You want to see what a chiropractor’s acting chops look like? Check out this video on our YouTube channel.

Don’t delude yourself. You sound just as ridiculous as I do.

Now, here’s the big question: Do you trust that person?

If you walked into a doctor’s office and they were so obviously fake, would you want to become that person’s patient? Would you put your health in their hands?

I really hope not.

But here’s the thing. Your patients are smart people. They’re adults who have been lied to before. A lot of them have probably been conned before. When you give them your fake sympathy, they see big red flags.

They might not even be conscious of it, but there’s a voice in their heads saying, “I don’t trust this person. If he lies about his feelings, what else is he going to lie about? Is he going to overcharge me? Am I even going to get effective treatment?”

Wow, that’s a lot of doubt.

I want you to take a second to recognize that you create that doubt when you abandon your authentic self and put on some fake persona. You made the doubt, your patients are just perceptive enough to sense it.

But what if some of them do think you’re sincere? Yeah, that’s not any better. Go to the next section; it’s a big deal for you.

Are You an Experienced Doctor or a Novice?

Whether or not a patient believes your sad attempt at the dramatic arts, overreacting makes you look like you’ve never encountered the person’s problem before.

“Oh my! Not your neck! Does your back hurt, too?”

Are you kidding me? You’re supposed to be a professional chiropractor. These are really common problems, so why are you getting so worked up about them? You should have treated hundreds or even thousands of people with similar complaints.

So now, as a patient, I have to wonder… does this person have any experience at all?

No one wants to see a novice. They want someone who has years of experience using treatment options to solve problems. If you’re not that person, clients won’t close. They’ll do the smart thing and find someone who seems like they’ve been around the block a few times.

You’re better than that. You have so much chiropractic training. Don’t sell yourself short.

Stop the BS and Be You

A lot of what we do at CloseForChiro is about teaching chiropractic CEOs to undo bad sales techniques that are killing their practices.

The very first thing you must learn? Be you. Stop the BS and be you.

Do you need a process and questions to ask? Great. We can help you with that. It’s a big part of our MasterClass’s sales training.

So, what should you do right now? Start being yourself and sign up for the MasterClass. We’re going to make your chiropractic business successful, and the change starts with you.