If you want patients you must SELL THEM on your practice

I always knew chiropractors don't consider themselves the same as everyone else. Now I'm sure of this. A few days ago, a chiropractor told me: "I'm not selling anything."

Really?! What is the best way to get patients - to SELL THEM on the concept of chiropractic and how you can help them by providing chiropractic care to them.

What is selling? The Free Dictionary (online) says (with my edits) :

1. To exchange or deliver for money or its equivalent.

2. To offer for sale, as for one's business or livelihood: The partners sell chiropractic care

5.

a. To bring about or encourage sales of; promote: Good publicity sold the person on chiropractic.

b. To cause to be accepted; advocate successfully: We sold our services to the prospective patient.

6. To persuade (another) to recognize the worth or desirability of something: They sold me on the idea.

v.intr.

3. To attract prospective buyers; be popular on the market: an item that sells well (like chiropractic care)

4. To be approved of; gain acceptance, as in "chiropractic is selling...."

You are selling two things:
1. chiropractic in general
2. your practice as the choice for chiropractic care

Don't be afraid to get out there and sell.