What Kind of Buyer is Your Patient? How to Match Financial Presentations to Buying Behavior

Have you ever had a patient go completely cold after your report of findings, even though you know your care plan could change their life?

Yeah. Same here.

And for a long time, I chalked it up to “they just couldn’t afford it” or “maybe they weren’t ready.”

But the truth? I was the one who wasn’t ready.

I hadn’t learned how to recognize how different patients make decisions—and more importantly, how to align my financial presentation with their decision-making style. And once I figured that out? My case acceptance rate didn’t just go up—patients were more committed, more consistent, and more satisfied with their care.

Let me show you how to do the same.

Why Most Chiropractors Sell the Wrong Way (and Don’t Even Know It)

Here’s the part nobody tells you in school:

We all tend to sell the way we buy.

If you’re someone who hates shopping around and just buys what you want right away, you probably present care plans the same way. Straight to the point, no fluff.

But not everyone buys like you.

Some people need to feel like they’re getting the best deal. Others need time to process. Some need emotional reassurance. Others want data and charts.

If you try to present your care plan the same way to everyone, you’re going to miss the mark.

That’s why understanding buyer types matters. It’s not about manipulating people. It’s about serving them the way they need to be served.

The 4 Types of Buyers You’ll Meet in Practice

After working with thousands of chiropractors and seeing what works, here are the four most common buying styles and how to spot them.

1. The Deal Seeker

These patients are all about value. They want to feel like they’re getting a good deal and making a smart decision.

You’ll hear questions like:

“Do you have a package deal?”
“Can I just pay per visit for now?”

If you hit them with a big number right away without showing why it’s a good investment, they’ll bounce.

What they need to hear is something like:

“With this plan, you’re actually saving 25% compared to paying visit by visit. And it’s designed to get you better results, faster.”

2. The Convenience Buyer

These are the “quick decision” people. They don’t want to spend 20 minutes talking through a breakdown of nerve vs. white tissue. They want to know:

“How soon can I start?”
“Can I book all my appointments in advance?”

For these patients, simplicity sells. Don’t overwhelm them. Just show them the clear next step and make it easy to say yes.

3. The Researcher

These are your detail-oriented folks. They want the science. The structure. The roadmap. And they want to understand why your plan makes sense.

You’ll know them by the questions:

“What’s the success rate of this treatment?”
“How does decompression actually fix the disc?”

For them, your visual tools matter—3D Consult, your x-rays, your charts. Walk them through the logic and you'll gain their trust.

4. The Emotional Buyer

This one is all about connection. They want to know that you see them, that you care, and that you understand how much this pain is affecting their life.

They’ll say things like:

“I just want to be able to pick up my kid again without hurting.”
“I’m scared this is going to get worse.”

With emotional buyers, you don’t lead with treatment plans or timelines. You lead with empathy and vision. Help them see what life could look like on the other side of healing, and they’ll follow you there.

How to Tailor Your Financial Presentation (Without Feeling Salesy)

Here’s the golden rule:
Never present finances until the patient has committed to the time.

If they haven’t said yes to showing up three times a week, there’s no point in showing them the price.

Once they’re emotionally and mentally committed to the care plan, then you match your financial conversation to their style.

• The deal seeker? Emphasize value.

• The convenience buyer? Show the easy button.

• The researcher? Lay out the logic.

• The emotional buyer? Paint the picture.

And remember—don’t sell the way you buy. Sell the way they buy.

When You Do This Right, Everything Changes

Your case acceptance goes up. Your collections go up. And you stop feeling like you have to “convince” anyone.

Because what you’re doing isn’t selling—it’s guiding.

And patients want to be guided by someone who understands them.

Ready to Learn the Rest?

This is just one small piece of what I teach in the Practice Profits Challenge—a free 3-day, 60-minute-per-day experience designed to help you scale smarter, close with confidence, and create a business that serves both your patients and your life.

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✅ Identify your practice's Waterline & unlock profits
✅ Cut unnecessary overhead FAST
✅ Deploy capital for max ROI (without more hustle)
✅ Implement AI-driven systems to streamline growth
✅ Transition from Operator to CEO

👉 Grab your FREE spot here:
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Don’t guess your way to growth. Let’s build your data-driven practice together!

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