What Does Your Customer Fear?

There are two areas of fear your customer has that you need to know and understand:

1. What is the concern that is urging your customer to seek you out, make a change, look for a solution?
   For example, a prospective chiropractic client with back pain’s fear it that it might be something serious or might get worse may propel them to seek care.Not so obviously, suppose the same client has a pain in the neck or finger tingling. This client may not know a chiropractor even treats this.
2. What fears does your customer have that stand as obstacles to contacting you or achieving success?
   If the same client is terrified of ‘the crack’, or doesn’t understand how an adjustment works, he or she may be too fearful to get chiropractic help, or may be so tightened up in fear that the adjustment does not work optimally.

Addressing Fears of Your Customer in Marketing

Understanding the fears and needs of your customer helps you to address them in your marketing and educate them about the full scope of your services. You have the opportunity to address their fears and begin to overcome them. For example our chiropractor might:

• explain the adjustment process through videos of real adjustments
• have a video showing how an adjustment realigns the vertebrae
• explain terms like subluxation, so clients feel educated when they arrive
• video a first visit to put the new client’s mind at rest
• show the customer how an adjustment can treat different areas of the body
• explain what causes the proverbial ‘crack’ and why it’s a good thing

Taking time for this step shows the customer you understand them as a person and that you care enough to address their concerns. That goes a long way to developing a relationship with them even before you meet.