I started this post after a leasing representative used several of my pet peeve phrases in a conversation last week. My intent was to gain some rates for a client who is buying a new TMS chair system.
And I must be honest with you (because everything else I say that I have not qualified as being honest is a lie) the representative had great rates, was very knowledgeable, listened to my needs, and yet made me cringe as if nails were drawn across a blackboard speaking several of my forbidden phrases. (Showing my age, my kids’ children tell me they use whiteboards and not blackboards when in session.)
The phrase he used was… “these are the cheapest rates available” and “just have them fill in the contract.”
So why is this important to you?
You spend time speaking to future patients about advanced psychiatric care (TMS / Ketamine) and your words are powerful. They can be compelling, comforting, and persuasive or they can cause discontent, confusion, or worse yet, demeaning.
I look back at the time I carried the bag (sales jargon for the occupation of selling) and can recollect situations and pitches that make me cringe. Yes, I’m still honing my skills despite the weeks of sales training my employers had invested in making me a “seasoned“ salesperson. So as you quest for improvement and success, here are some words and phrases to avoid in 2023….
| Often Used | Proposed |
| “I’ll be honest with you” | -AVOID- |
| Contract | “Care Agreement” |
| Cheap / Cheapest | “The best value” |
| Prospect | “Future Patient” |
| Obviously | “I’m sure you understand that” |
| Discount | “Special pricing to better meet your budget” |
| Fill-in this form | “Complete” |
| Cost | “The total price of our care is” |
| Problem / Barrier / Hold-up | “Challenge” |
Two TMS Centric Phrases to Avoid …. TOO
- Many explain the tapping sensation caused by TMS as similar to a “Woodpecker Tapping” on your head.
- In my many years (since 2006) of marketing TMS practices, I have yet to find a patient, physician, staff member or an ornithologist (bird researcher) that can give a firsthand account of how a woodpecker feels tapping on one’s head. (BTW- I have now added to my animal fears of being bitten by a dog, thrashed by stingray, and sprayed by a skunk… the fear of being pecked by a woodpecker.)
“A Light tapping sensation” typically works well.
- Our TMS Chair.
- It maybe me… but when I hear of a chair that emits magnetic pulses that turn into electrical impulses… I think of the chair on death row. Maybe I have an overactive imagination? “Our TMS system” seems to work fine.