Nutritionists need sales training

Yeah, I’m coming in hot with this one. This may not be a popular opinion, but maybe after my argument, you may agree with me, or not!

I have a background in operations, sales, and business management. I started working for a start-up right out of college. The beauty of a start-up is that you learn to perform almost every job, and you learn what you are good at doing quickly. I pivoted away from the corporate world and into nutrition, and after a master's degree, a PGDip, two certifications, one of which is in motivational interviewing, a CNS, and an LDN, I realized there really is no direction on how to obtain clients or read what is happening in the market and how that is going to impact your nutrition business.

When I was in sales, I was taught that the first thing you do is connect with the client. Look around the office, find something you see that you can connect with- a football jersey, a family photo, a book you have also read, and start with that piece. “Oh, I see you are a golfer! I love to play golf. Have you played much recently?” The point is not to start selling. The point is to start a connection. You want that person to trust you. You want that person to feel important. But let’s say you are not doing a video call and you are doing a phone call. You need to connect with the client on their pain points and their goals. Ask them if their symptoms are keeping them from doing what they enjoy. You will sell yourself eventually, but first, you need that client to feel like they have the space and time to share what is happening. That is what makes a nutritionist different. We have the luxury of space and time. Use it. Let the client take up space. That makes them feel differently about you as a nutritionist.

The other element of selling is realizing that you are not in the same position as other healthcare providers. Clients may trust their doctor because they have expectations about how they will meet their needs. They may not have the same level of knowledge about a nutritionist. So you are teaching this client what to expect from you as a nutritionist and how you will show up. You are teaching them that you will walk alongside them in their treatment plan. But isn’t this what motivational interviewing is?

Now, motivational interviewing is great, but it doesn’t get the client in the door. When I talk about motivational interviewing, I’m speaking about cognitive empathy, noticing potential pushback from a client, and assessing their readiness level. Those are all great, but they are not sales techniques. Motivational interviewing can be used after the client signs your agreement, but beforehand, it’s only data for you to hold. When a client gets on the phone with you to see if you are a fit, you are both listening, exploring ideas, and selling yourself. How are you different from another nutritionist? What do you offer that is unique? What is the investment in your program like? How are you qualified? This is as much of a job interview for you as it is for the client.

Now, a part of this sales process that many nutritionists do not think about is that you are also interviewing that client to see if they are a good fit for you. You may not want to work with them. Some of you may be thinking that there isn’t a client you would avoid, and let me tell you, there are people out there who want things for free, want major discounts, won't follow your advice, and want a therapist, not a nutritionist. You need to filter these people out of your pipeline. How can you tell if you need to say no to a potential client?

Any client who wants a “preview” of the protocol you are going to recommend, wants to know the exact meal plan you would suggest, and wants the exact supplements so they can “plan their budget accordingly” is not wanting to be a client. They want your services for free.

If you are arguing research and scientific evidence with a client who refuses to budge on their pre-conceived notions, you have a client who wants you to validate their beliefs, not do your job and offer the best advice possible.

A client who whines and complains about their health but is not prepared to take action to change their habits will slowly drain you. They will message you constantly, they will let you know their feelings, but they are not prepared to take the necessary steps towards change.

How do you tell a client they are not a fit? You let them know that you do not think you are going to be the correct nutritionist for them, and then you recommend another practice, or not, it’s up to you. But taking on clients who are not fully invested is a huge drain on your mental resources that could be used for other clients who are prepared to follow your program.

Nutrition is a luxury good for some people. I mentioned reading the market earlier, and this is a sales skill necessary in nutrition. Let’s look at how Costco evaluates inflation and its consumers. Costco watches what people buy as the economy changes. When consumers are purchasing beef, they know the economy is doing well. When the consumer switches to purchasing mostly chicken, this raises a warning to Costco executives that the market is a little shaky. When people buy mostly canned tuna, the executives know they aren’t watching a change in taste; they are watching a change in budget. If consumers mostly buy canned chicken, the economy is struggling and inflation is up. I like to apply this to nutrition as well, because many of us are private pay and do not offer insurance. Nutrition is the beef of the healthcare industry. We can charge a premium, supplements and labs can be costly, and while we can change a client’s health in a few months, there is still an impact on their wallet.

So, how do you offer a premium experience while also being realistic about where the economy is? Right now, Costco is selling a lot of canned tuna and chicken, so we cannot expect to sell our top packages and programs to everyone who is interested. In your program offerings, having an hourly rate or a baseline package that includes a 60-minute session could make the difference between a client walking away and a client signing up. That client is more likely to come back again for help when they need it because they can see the value of your nutrition guidance from your baseline package.

Nutrition is easily dismissed when doctors take insurance. We have to be competitive in the market, defend why we are necessary, but also provide offerings that still convert clients. Clients want to know that we are realistic, that we understand their struggles beyond their healthcare, and that we are up to date on what is occurring in the market. One of my favorite lines to say to new clients who are excited that I have a baseline package is, “In this economy! You have to be flexible, otherwise you aren’t really seeing where people are struggling!” That is a huge selling point. That client knows they can trust me, I have discernment, and I know that they need help, but I have a reasonable way of providing it. I am also creating a relationship that they want to come back to.

My final point about sales for nutritionists: Be confident. If you have ever met a really good salesperson, you know they see the answer is always “yes” until the potential client says the word “no”. Take a page from them. You are trained. You know your stuff. You know you can help. Do not get intimidated when a client tells you they did their own research. Get curious and ask them about it. Showing you are confident and willing to get curious and ask questions shows clients you are not ego-driven, you are capable, and that you want to understand. That is what makes a good practitioner, and it is a huge selling point in healthcare.