In this episode of the Chiro Hustle Podcast, host James Chester welcomes Hugh Liddle, known as Your Chiropractic Sales Wizard at Red Cap Sales Coaching and Elite Sales Academy.

With over 54 years of in-the-field sales and management experience, Hugh shares how chiropractors can remove the “icky and scary” from sales, engage more meaningfully with prospects, and convert at a much higher rate; all while protecting the freedom to practice on their own terms.

This conversation goes beyond typical sales talk. It’s about communicating in a way that honors your values, preserves patient trust, and invites people into chiropractic care for life.

Highlights

● Why “you statements” are one of the fastest ways to shift a sales conversation into a patient’s world.

● The three essential qualifications every new practice member should meet before beginning care.

● How asking better, open-ended questions can uncover a patient’s true motivations.

● The impact of scripting and role-playing on conversion rates (including one practice that jumped from 32% to 83% in just two months).

● Why chiropractic is the “Rolex of healthcare” and how to help the public see it that way.

● The evolution of sales in the digital age and how chiropractors should adapt.

● The freedom that comes from working only with people who truly value your care.

About Hugh Liddle

Hugh Liddle is Your Chiropractic Sales Wizard at Red Cap Sales Coaching and Elite Sales Academy, where chiropractors learn to make selling easy, fun, and profitable. Drawing on more than five decades of real-world sales experience, Hugh’s approach is rooted in authentic connection and proven strategies that work in today’s environment. Based in Sebring, Florida, Hugh is also an author, speaker, and musician.

Diving Into…

Mastering “You Statements” in Patient Conversations

Most chiropractors love to educate, and that’s a good thing. But Hugh points out that the sales conversation isn’t the time for “we do this” or “I do that.” Instead, shift the focus with statements like “You can have,” “You can enjoy,” or “You can get back to.” Patients care most about what’s in it for them, so speak directly to their desired outcomes.

Qualifying for Care

Not everyone is ready to become a long-term practice member. Hugh explains the three must-haves:

1. The desire and ability to get well.

2. The resources to invest in care.

3. Openness to following recommendations.

Without these, a patient is unlikely to commit, and that can harm both their results and your reputation.

Why Sales is a Form of Freedom

Sales done right aren't pushy or manipulative. It’s an invitation for people to choose a healthcare path rooted in personal choice and responsibility, free from overreach or dependency on systems that limit options. In an age where medical freedom is a growing concern, knowing how to communicate your value clearly is more important than ever.

From Skeptic to Advocate

Hugh candidly shares his own shift from “I’ll come in when I hurt” to fully embracing regular chiropractic care. This change didn’t happen until a chiropractor explained the long-term benefits in a way that connected with him personally, a reminder that education works best when the timing is right.

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