Many acupuncturists struggle with the idea of “selling.” The thought of pitching treatment plans or discussing costs can feel uncomfortable, even pushy. But here’s the truth: selling isn’t about manipulation—it’s about transformation.
If you truly believe in the power of acupuncture (and I know you do), it’s your responsibility to help patients commit to the treatment they need. When they do, it changes their lives.
Reframing ‘Selling’ as Serving
Instead of thinking of selling as trying to “convince” someone, think of it as guiding them toward the health they desire. Patients come to you because they’re struggling—whether it’s chronic pain, stress, or a condition they’ve been told has no solution.
Your expertise holds the key to real healing, but healing doesn’t happen in one visit. It requires a commitment to a treatment plan that gives their body the time it needs to fully recover. If you aren’t confident in recommending the number of sessions they actually need, you’re doing them a disservice.
Would a personal trainer hesitate to tell a client they need to exercise regularly to see results? Would a dentist feel guilty recommending multiple visits for a serious issue? Of course not. They know their recommendations are necessary for success. You should feel the same way.
Patients Need Leadership, Not Suggestions
When a patient asks, “How many sessions do I need?” your answer should never be, “Let’s see how it goes.” That response puts all the decision-making pressure on them, and most patients don’t have the knowledge to make that call. Instead, they need a clear, confident recommendation.
For example, instead of saying:
❌ “Maybe try coming once a week, and we’ll see how you feel.”
Say:
✅ “Based on your condition, I recommend an 8-week treatment plan, starting with 3 sessions per week. That’s the frequency needed to create lasting change, and I expect you to feel significant improvement by week 4. Let’s get you scheduled, so you stay on track.”
See the difference? One feels uncertain. The other provides leadership, clarity, and confidence.
The Cost of Hesitation
When you hesitate to recommend a full treatment plan, your patients hesitate too. And often, that means they either:
- Drop out too soon and don’t get the full benefits of acupuncture.
- Go elsewhere in search of someone who gives them a clear direction.
- Remain where they are because they don’t understand the commitment required to heal.
Your patients are looking for someone who knows the way forward and will confidently guide them there. When you offer that clarity, patients feel safe, reassured, and more willing to invest in their health.
Shifting Your Mindset: You Are Not the Cost—You Are the Cure
Many acupuncturists shy away from discussing treatment plans because they worry about cost. But remember: people spend thousands on things like new phones, entertainment, or dining out—yet hesitate when it comes to investing in their health.
It’s not because they can’t afford care. It’s because they haven’t been given a reason to prioritize it.
Your job isn’t to make decisions about what your patients can or can’t afford. Your job is to confidently present what they need to get better and let them decide if they’re ready to commit to their health.
A Simple, Ethical ‘Selling’ Framework
If you’re still feeling unsure about presenting treatment plans, use this simple structure:
- Identify Their Problem – “I see that you’ve been struggling with migraines for years, and it’s affecting your work and personal life.”
- Offer the Solution – “Acupuncture is highly effective for migraines, and I’ve helped many patients reduce their symptoms and eliminate medications.”
- Present the Path to Results – “To get the best outcome, I recommend a 12-session treatment plan over six weeks, starting with two visits per week.”
- Ask for Commitment – “Let’s get you scheduled so we can start the healing process right away.”
No pressure. No gimmicks. Just clarity, confidence, and a genuine desire to help.
Final Thoughts: Own Your Value
Selling is simply helping people say YES to the care they need. When you reframe your mindset from “selling” to enrollment in healing, everything changes.
So, the next time you hesitate to present a treatment plan, remind yourself: you are not selling treatments—you are offering transformation. And that’s something worth sharing with the world.
Want more growth tips like this to boost your Acupuncture Practice profits?
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See you around,
Steven Hoffman, L.Ac., Dipl. OM
