M2 Sales Conversation Framework

MOdule 2

Sales Conversation Framework

start

Client-Centered Approach

Conversation Framework

Build Trust

Ask Questions

Our sales conversations aren’t about pushing products. they’re about understanding people. This 4-step framework helps front office staff guide clients toward the membership plan that best supports their health goals.

Make the match

Share a Story

Click each step to explore how to guide clients with empathy and clarity.

MULTIPLE CHOICE QUESTIONS

Read each client profile. Figure out which membership plan would best fit their needs based on visit frequency, budget, and any discounts.

Start

CLIENT #1: ALICIA

Alicia came in for her first adjustment last week and loved it! The chiropractor recommended she come in once a week for maintenance care. She mentioned she’s a retired military service member and wants to stay active for her reserve duties. Better sleep and staying active are her main goals.

ALICIA

CLIENT #2: MAYA

Maya is 17 and visits the chiropractor weekly for stress relief and posture issues from school and sports. Her mom brings her in after volleyball practice, and they love how easy it is to pop in without appointments.

MAYA

CLIENT #3: DIEGO

Diego says he feels great most of the time, but wants to have chiropractic care available when he needs it. He doesn’t want a monthly charge or a long-term plan — just something flexible. He’s planning on coming in maybe once a month, if that.

DIEGO

CLIENT #4: SAM

Sam just started care for low back pain. The chiropractor recommends biweekly visits for now, with a reassessment in 2 months. Sam is cost-conscious and wants to make sure he’s picking the most affordable option based on how often he’ll be coming in.

SAM

CLIENT #5: RENEE

Renee works a desk job and struggles with tension and headaches. She’s committed to making chiropractic care part of her weekly routine to improve her posture and focus.

RENEE

Trust-Building Behaviors

Things that make clients feel heard, valued, and respected

Listening without interrupting

Offering choices and letting the client decide

Asking open-ended questions about concerns or goals

Affirming their progress or consistency

Using the client’s name during conversation

Following up or remembering personal details

Smiling and greeting them warmly

Maintaining eye contact and relaxed body language

Keeping tone professional yet friendly

Being transparent about pricing, policies, and limits

Trust-Eroding Behaviors

Things that make clients feel dismissed, pressured, or overlooked

Interrupting or finishing the client’s sentences

Sounding annoyed, rushed, or robotic

Avoiding eye contact or looking distracted

Speaking negatively about other clients

Pushing a plan without asking about their needs

Being vague about costs or terms

Making assumptions or jumping to solutions

Using jargon the client doesn’t understand

Ignoring a concern or brushing off a question

Guilt-tripping the client for saying no

CLASSIFICATION ACTIVITY

Drag each behavior button into the correct category. Is it a trust-builder or trust-buster?

TRUST-BUILDING

Repeats...

Rushes...

Greets...

Offers...

Uses...

Says...

Avoids...

Sighs...

Thanks...

Dismisses...

Repeats...

Repeats back the client’s concern to confirm understanding

Rushes...

Rushes through the membership options without asking any questions

Greets...

Greets the client by name with a smile

Offers...

Offers two plan choices and invites questions

Uses...

Uses terms like “you should” or “you need to” without context

TRUST-ERODING

Says “That’s a great question. Let me explain...” when asked about pricing

Says...

Avoids...

Avoids eye contact and keeps typing while the client talks

Sighs...

Sighs when the client expresses concern about cost

Thanks...

Thanks the client for their consistency and effort

Dismisses...

Solution

Dismisses a question by saying “It’s just standard policy”

Choose the best empathy-based response

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1 / 3

What would you say in this scenario?

2 / 3

What would you say in this scenario?

3 / 3

What would you say in this scenario?

Key takeaways

• Guide the conversation, don’t push a pitch
• Use the 4-step conversation framework
• Match clients to the right plan
• Tell real origin stories
• Practice empathy
• Identify common objections
• Respond with trust-building language
• Avoid trust-eroding behaviors
• Every interaction builds the relationship

You did it!

Thanks for practicing the Sales Conversation Framework. Every great client interaction starts with empathy, trust, and clear communication, and you're well on your way.

SAM

What plan is best for Sam?

Sam just started care for low back pain. The chiropractor recommends biweekly visits for now, with a reassessment in 2 months. Sam is cost-conscious and wants to make sure he’s picking the most affordable option based on how often he’ll be coming in.

RENEE

What plan is best for Renee?

Renee works a desk job and struggles with tension and headaches. She’s committed to making chiropractic care part of her weekly routine to improve her posture and focus.

MAYA

What plan is best for Maya?

Maya is 17 and visits the chiropractor weekly for stress relief and posture issues from school and sports. Her mom brings her in after volleyball practice, and they love how easy it is to pop in without appointments.

SHARE A STORY

Offer a genuine example of how chiropractic care or a membership has helped someone similar. This adds credibility and connection. Stories stick. Keep it short and relevant without violating privacy (HIPAA).

Example:

• “A client with similar back pain started coming in weekly. She said it helped her sleep better and reduced her headaches.”

Renee

Alicia

Diego

Maya

Sam

ASK QUESTIONS

Learn about the client’s needs, preferences, and priorities. Let curiosity lead. Ask open-ended questions to understand their pain points, schedule, and wellness goals.

Ask questions like:

• “How often are you dealing with this discomfort?”
• “What would consistent care help you get back to doing?”
• Your goal: gather insight, not force a solution.

Renee

Alicia

Diego

Maya

Sam

BUILD TRUST

Start with empathy and active listening. Make the client feel heard and valued. Lead with warmth and presence. Smile. Make eye contact.

Use phrases like:

• “What brings you in today?”
• “Tell me a little more about that.”
• Avoid jumping into sales too soon; trust creates space for honesty.

MAKE THE MATCH

Based on what you’ve learned, recommend a membership plan that aligns with their lifestyle and goals. Be transparent and affirm their autonomy.

Use phrases like:

• “Based on how often you’d like to come in, this plan could save you the most long-term.”
• “You’re in charge. I’m just here to help explain your options.”

ALICIA

What plan is best for Alicia?

Alicia came in for her first adjustment last week and loved it! The chiropractor recommended she come in once a week for maintenance care. She mentioned she’s a retired military service member and wants to stay active for her reserve duties. Better sleep and staying active are her main goals.

DIEGO

What plan is best for Diego?

Diego says he feels great most of the time, but wants to have chiropractic care available when he needs it. He doesn’t want a monthly charge or a long-term plan — just something flexible. He’s planning on coming in maybe once a month, if that.