Q:

Dr. M,
I know this sounds like a crazy question, but yesterday I started up this lady, shot her 
xrays and all and she has no lack of curvature in her neck.  She has a perfect neck, yet 
suffers from tightness at the base of the neck.  Yes, I believe in the subluxation complex, 
but my bag/edge is structural correction through the use of the gombali and degeorge 
cervical traction chair.  This helps sell the care plan, like they are working toward a goal 
with getting more curve in the neck.  How the heck can I sell a care plan to her when her 
curve is fine and she just thinks its a few visits to get loosened up and then that's it?  She 
will look at me like I am from mars if I say 3 times a week for 8 weeks.  What to do in this 
situation, especially when she is paying out of pocket?  What type of care plan would you 
put her on.  I was thinking adustments of 3 times a week for 2-4 weeks then do a 
reevaluation and go from there.  Sounds light.  
It's funny because I consider myself pretty knowledgable in sales and confident in my 
chiro abilites, but seriously there are so many loose ends out there in the business that you 
can only learn on the fly.  These cash plans are tricky--you don't want to under sell the 
value of the adjustment, but yet at the same time you don't want to scare them off.  
Experience will tell me what to do as well as advice from what you and other friends of 
mine in the business are doing.  

A:

Try not to sell chiropractic .. if you get into this rut .. you look at a piece of the jigsaw 
puzzle rather than the finished picture. X-rays are a piece .. history another .. trauma and 
work habits another .. as is phyisical activity and social life. All these components add to 
the VS complex .. and this is what you are after. Yes .. we are selling an idea .. how you 
package it comes with experince and when less hasty to make the sale .. the sale will be 
made easier. Just tell them the truth .. the full story and let them decide. Showing one piece 
of a puzzle and opting the see the entire picture is too much at the point of your "sale." 
Your care plan is to assist in spinal stability and wellness .. it takes time to reach this point 
regardless of symptoms

Give it some thought. 

Have a Great day

Dr. M