Jeff LangmaidFounder, The Evidence Based Chiropractor

Not Selling Is Why You Sound Like You're Selling

27 Jul 2026 · 1 min

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In this brief monologue, Jeff Langmaid addresses clinicians' discomfort with recommending care plans, noting that many try to soften or under‑recommend them to avoid appearing pushy or sales‑y. He argues that this instinct to avoid "selling" actually creates the opposite perception—making the clinician seem like a hard‑selling timeshare agent. Langmaid reframes the care plan as a clinical tool that includes a financial component, not a sales instrument. By shifting the mindset to view care plans as part of clinical care rather than a sales pitch, the discomfort diminishes, allowing clinicians to recommend care confidently without feeling like they are selling.

Chapters

Recommending a care plan in your practice feels kind of pushy or salesy or beneath doing the clinical work. Often what you're probably going to do is soften it. You're going to hedge, you're going to start under-recommending care. And that's really the paradox I want to bring this whole episode around. The instinct that not selling is often the exact thing that makes you come across like you're selling hard, like you're selling a timeshare. And we'll get to why. But first, I really want to highlight why a well-built care plan is not a sales tool. It's a clinical tool that happens to have a financial component. That's a fundamental shift. And I think once you see it that way, the discomfort around it starts to dissolve, not because you got better at selling, but because you stop think of it as selling at all.