How Product Displays Can Help You Grow Your Sales
Last week, I decided to pay a visit to my favorite chiro in Seattle. His office is pretty blasé…. nothing remarkable or enticing. Just the same old thing every time I’m there.
So you can imagine my surprise (and delight) when I noticed something new at his front desk. There was a product display full of Standard Process supplements!
The business coach and practitioner in me was thrilled to see the display. Buuuut there was one problem with it. A big one.
One that was costing his practice money and not helping his patients either…
The display was tucked away, on the far side of the desk and pressed back against the wall.
In fact, it was so far out of sight that I had to squint to try and read the actual names of the supplements.
Taking this bold step to create an actual display was great! But without a set of binoculars or eagle-eye vision, the product display wasn’t likely to grab much attention.
So when it was my turn to get adjusted, he and I had a little conversation about his new marketing strategy and how he might be able to make it even better!
I’ll share with you what I shared with him. Let’s dive into how having a product display in the right spot can create curiosity, help your patients and increase your sales in a flash.
Why You Should Have Product Displays in Your Practice
There are two primary reasons you may want to consider adding a product display to your front counter! Let’s explore them both.
Reason 1: Supplements Are an Effective Way to Complement Your Existing Services
Before we started chatting about the hidden supplements, he asked me how I was feeling. Of course, it was the typical upper back and neck tightness from working on a computer all the time.
He showed me a few stretches to help reduce the stiffness. He even gave me a light massage to help with the adjustment. It was wonderful, and I could definitely feel the difference.
But it’s what he didn’t do that stuck with me.
I knew he sold supplements (I saw the display). And knowing that my stress level is typically high (ah-hem), this would have been the PERFECT time to suggest something to help with my tight muscles or an adaptogen to help me chill out a bit.
The adjustment and stretches were helpful. They were also something I expected from him.
But the combination of adjustments, stretches, and a few specific supplement recommendations, customized for my unique needs – wow, what a chance to really over-deliver!
Reason 2: Supplements Educate Your Patients About How Else You Can Help Them
Let’s say I was going in for my regular adjustment and mentioned I was nervous about getting sick at my upcoming family reunion. If I was a normal, everyday type of patient (i.e. not a practitioner), it wouldn’t have even crossed my mind that he might be able to help.
Because every other time, it was a ‘hi-hello-what’s-going-on-give-me-an-adjustment-great job-thanks-for-coming-in-see-you-next-time’ kind of visit.
But let’s say my chiropractor (or acupuncturist, health coach, etc.) had a “Wintertime Immune Support” product display at the front desk.
He could have easily mentioned the supplements as a way to boost my immune function. Even if this brief conversation slipped his mind, I’d still see the supplement display when I checked out.
And end up taking home a bottle of Cod Liver Oil, Congaplex® and Cataplex® C.
The point is – as a practitioner, you are always trying to educate, encourage and help your patients as best as you can. But there are other indirect ways you can provide additional support – that will increase your income and provide benefit for them!
Product displays are an excellent way to do just that.
How to Create Your Product Display
I recently recorded a podcast episode on how to create your product displays, but here’s the gist:**
- Decide if you want to showcase multiple products or a single product.
- For multiple products, choose a theme and give it a fun name. Something like “Bust the Winter Blues,” “Kiss Sugar Cravings Goodbye,” or “Spring Allergy Support” will let them know what the supplements will do and help to grab their attention
- Select the supplement(s) you want to include..
- Run to the store and grab a charger plate, aka those large decorative plates used at family dinners.
- Create a tent card with your product display name. While you’re at it, create a small instruction card that includes more info about each supplement, recommended dosing, when to use it, how they will know it’s working, and any contraindications.
That’s it! Set that charger plate on your front desk and arrange your tent card, instruction cards, and products where they can easily be seen.
One piece of advice: Before you create your display, make sure you train your office staff so they can speak fluently about the products. They should feel comfortable sharing about…
- How each supplement can help
- What the patient can expect to experience
- Why you recommend it
And while you’re at it, don’t forget to let your social media followers know what’s going on! Snap a photo and share it online. This gives your patients visual clues about what to expect when they come into your office.
**Note: This works just as well for essential oils, sea salt, dry skin brushes, or other items you offer in your practice!
What if Your Practice Is Virtual?
“But Ronda, what if I don’t have a brick and mortar practice or front desk to create product displays?”
No problem, my friend! You can still do the same thing virtually. Here are three ways you can still promote supplements in your practice (which is really what having a display is all about anyway):
- Create a short video. Show what the product is and how it works. Share the video on your Lives or as a stand-alone post. You don’t have to push the sale. Just explain what it is and let them know it’s a product you have available.
- Offer to send out samples to the first few commenters. Once you share that video, you can also let viewers know that the first 10 or 15 (or however many) who comment will get a free sample. This is especially effective if you’ve created some fun buzz around a certain supplement.
- Include a postcard or short flyer talking about the product in their next order. This is a great way for patients to learn about something new that they may not even realize you have available. Slip in a little handwritten note letting your patient know you thought of them as an extra special touch.
So, whether your practice is physical or virtual, you can still highlight and promote additional products and services you offer.
Grow Your Sales Using Product Displays
Product displays are an under-utilized gold mine for practitioners. But it’s not enough to just have them. You have to make sure your patients see them online and in person. So have some fun with it! Swap out your display every month and consider making it seasonal or design it based on a common symptom. The world is your oyster, my friend.
So, can we make a deal? Over the next two weeks, plan to get some kind of product information or a beautiful display ready to go. Once you do, take a pic and tag me in it on social media so I can cheer you on!