WEBVTT 00:00:01.774 --> 00:00:03.778 You're listening to the PT Pinecast, 00:00:03.858 --> 00:00:05.881 where smart people in healthcare come to 00:00:05.921 --> 00:00:06.782 make noise. 00:00:07.121 --> 00:00:08.564 Here's your host, Jimmy McKay. 00:00:11.253 --> 00:00:12.974 All right, our guest today built clinics. 00:00:13.554 --> 00:00:16.155 And then he studied why some PT practices 00:00:16.414 --> 00:00:19.975 scale and others stay busy but broke. 00:00:20.576 --> 00:00:22.076 He's worked with more than, I don't know, 00:00:22.135 --> 00:00:24.137 two hundred clinic owners and keeps seeing 00:00:24.176 --> 00:00:25.376 the same pattern. 00:00:25.777 --> 00:00:27.797 The problem wasn't necessarily marketing 00:00:27.878 --> 00:00:29.777 or staff or reimbursement. 00:00:29.797 --> 00:00:30.777 That's a different episode. 00:00:31.158 --> 00:00:33.179 It was who they were trying to treat. 00:00:33.639 --> 00:00:35.338 He believes most PTs are accidentally 00:00:35.378 --> 00:00:37.140 capping their income by saying yes to 00:00:37.259 --> 00:00:37.840 everyone, 00:00:38.359 --> 00:00:39.240 that every clinic 00:00:41.552 --> 00:00:43.274 needs a real sales process, 00:00:43.834 --> 00:00:45.915 whether they admit it or not. 00:00:46.396 --> 00:00:48.436 CEO of RunDNA and co-founder of the Omega 00:00:48.457 --> 00:00:51.098 Project, Doug Adams, back on the show. 00:00:51.179 --> 00:00:51.999 Doug, there he is again. 00:00:52.640 --> 00:00:54.100 Jimmy, thanks for having me on. 00:00:54.161 --> 00:00:54.600 Great intro. 00:00:54.621 --> 00:00:56.281 Appreciate it. 00:00:56.362 --> 00:00:58.323 Good to wave by you at CSM, 00:00:58.343 --> 00:00:58.783 by the way. 00:00:59.064 --> 00:01:01.924 I remember when I first... Yeah, I'm busy. 00:01:02.104 --> 00:01:03.566 But I remember when I first started going 00:01:03.585 --> 00:01:04.826 to my CSM, I was like, oh, 00:01:04.867 --> 00:01:06.567 I'll interview people because everybody is 00:01:06.608 --> 00:01:07.248 going to be there. 00:01:07.629 --> 00:01:09.189 And I remember people in the beginning 00:01:09.209 --> 00:01:10.650 would be like, I don't have... 00:01:11.974 --> 00:01:14.716 And I remember thinking people are all big 00:01:14.757 --> 00:01:16.058 time in me, man, who these people are. 00:01:16.278 --> 00:01:17.581 And then I went to a CSM and 00:01:17.600 --> 00:01:18.682 I was like, Oh my God, 00:01:18.701 --> 00:01:19.664 these things are nuts. 00:01:19.703 --> 00:01:20.924 It's just, it's, it's just, 00:01:21.105 --> 00:01:22.027 it's controlled chaos. 00:01:22.287 --> 00:01:23.968 You try to get things done at once 00:01:24.009 --> 00:01:24.530 because, 00:01:25.170 --> 00:01:26.852 because you're on site because you can. 00:01:28.143 --> 00:01:29.103 Everyone's in one spot. 00:01:29.584 --> 00:01:30.945 And you're like, this will be great. 00:01:31.266 --> 00:01:32.647 But because everyone's in one spot, 00:01:32.727 --> 00:01:33.649 everyone's competing. 00:01:34.689 --> 00:01:36.171 And it's a madhouse. 00:01:36.311 --> 00:01:37.733 We should grab a drink. 00:01:37.753 --> 00:01:38.493 It's like, when? 00:01:39.153 --> 00:01:39.834 Yeah. 00:01:39.855 --> 00:01:42.237 I've been booked for three months. 00:01:42.778 --> 00:01:43.118 Yes. 00:01:43.438 --> 00:01:44.560 It's a blast, though. 00:01:44.939 --> 00:01:45.600 It is a blast. 00:01:45.900 --> 00:01:46.221 All right. 00:01:46.281 --> 00:01:46.481 So... 00:01:47.805 --> 00:01:50.287 So you're doing a four-part webinar 00:01:50.326 --> 00:01:50.706 series. 00:01:51.206 --> 00:01:51.466 Yes. 00:01:51.846 --> 00:01:52.367 This is... 00:01:52.567 --> 00:01:54.168 I like when something is not on the 00:01:54.209 --> 00:01:56.189 syllabus and this is not on the syllabus. 00:01:56.209 --> 00:01:57.290 What you're going to teach was not on 00:01:57.311 --> 00:01:59.611 the syllabus in PT school necessarily. 00:01:59.632 --> 00:02:02.093 Yeah. 00:02:02.114 --> 00:02:03.293 It's sort of a dirt... I mean, 00:02:03.334 --> 00:02:05.656 it can be looked at like a dirty 00:02:05.736 --> 00:02:08.076 word, which is like sales. 00:02:08.097 --> 00:02:08.296 Right. 00:02:08.858 --> 00:02:11.878 But I feel like what you're saying is 00:02:11.938 --> 00:02:13.699 if there isn't a process, 00:02:14.420 --> 00:02:15.822 are we really surprised... 00:02:16.652 --> 00:02:17.574 when something doesn't happen 00:02:17.633 --> 00:02:18.373 consistently. 00:02:19.074 --> 00:02:20.256 I feel like healthcare people would like 00:02:20.316 --> 00:02:21.537 that better, because they're like, well, 00:02:21.576 --> 00:02:23.277 yes, first we do A, then B, 00:02:23.298 --> 00:02:25.379 then C, and then D shows up. 00:02:25.960 --> 00:02:28.081 And if you think just sales falls out 00:02:28.122 --> 00:02:29.763 of the sky, 00:02:30.544 --> 00:02:31.844 it might every once in a while, 00:02:31.865 --> 00:02:33.186 but that's not reliable. 00:02:33.665 --> 00:02:34.987 That doesn't become a process. 00:02:35.328 --> 00:02:36.188 So talk about like, 00:02:36.549 --> 00:02:37.650 you were mentioning a minute ago, 00:02:37.669 --> 00:02:38.531 the origin story. 00:02:38.570 --> 00:02:41.033 You were asking everybody in an audience, 00:02:41.313 --> 00:02:42.716 you were giving a presentation with Chad 00:02:42.735 --> 00:02:43.717 Madden and you're saying, 00:02:43.757 --> 00:02:44.478 do you have one of these? 00:02:44.497 --> 00:02:45.399 And everybody in the audience said, 00:02:45.459 --> 00:02:46.479 I have a process for this. 00:02:46.500 --> 00:02:47.580 I have a process for this. 00:02:47.942 --> 00:02:49.423 And then sales, no hands. 00:02:49.462 --> 00:02:50.625 It was crickets, right? 00:02:50.944 --> 00:02:52.106 Yeah, we asked like, all right, 00:02:52.146 --> 00:02:53.168 what's your sales process? 00:02:53.207 --> 00:02:54.870 And everyone was before that saying how 00:02:54.889 --> 00:02:56.853 they wanted to grow revenue and they're 00:02:56.893 --> 00:02:58.495 adding cash based services. 00:02:58.975 --> 00:03:00.777 And they kind of have this expectation 00:03:00.818 --> 00:03:03.140 like, oh, if I just get a laser, 00:03:03.181 --> 00:03:04.663 if I just start dry needling, 00:03:04.703 --> 00:03:05.544 if I just start doing this, 00:03:05.584 --> 00:03:07.126 like the cash is just going to start 00:03:07.167 --> 00:03:07.627 rolling in. 00:03:08.527 --> 00:03:10.929 and it's not really the case you have 00:03:10.949 --> 00:03:13.008 to have a process of how to get 00:03:13.050 --> 00:03:14.969 there just like you have a process of 00:03:15.009 --> 00:03:17.691 how to get somebody's termini extension 00:03:17.730 --> 00:03:19.991 back post-op total knee like you have to 00:03:20.032 --> 00:03:21.671 have a process of how to get people 00:03:22.171 --> 00:03:25.413 to the thing that you're offering for sale 00:03:25.774 --> 00:03:27.614 and say you're right like people view 00:03:27.674 --> 00:03:30.354 sales as a dirty word and that we 00:03:30.395 --> 00:03:33.075 really need to get over that because it's 00:03:33.116 --> 00:03:36.137 not sales it's like the way we think 00:03:36.176 --> 00:03:36.537 about it 00:03:36.956 --> 00:03:39.718 What are you trying to get people to? 00:03:39.739 --> 00:03:39.878 Like, 00:03:39.919 --> 00:03:41.841 what is the transformation that they are 00:03:41.901 --> 00:03:44.301 going and what's the best way to do 00:03:44.322 --> 00:03:44.581 this? 00:03:45.263 --> 00:03:47.243 I use analogy all the time with this 00:03:47.383 --> 00:03:50.326 of if you went to a physician and 00:03:50.467 --> 00:03:51.788 you've got a little bit of a cold 00:03:52.427 --> 00:03:54.489 and they look at you and it's like, 00:03:54.889 --> 00:03:56.491 oh, yeah, you're positive for strep. 00:03:56.950 --> 00:03:58.551 If they were like, well, 00:03:58.711 --> 00:04:00.133 you could wait it out three or four 00:04:00.152 --> 00:04:01.754 days and maybe see how it is. 00:04:02.474 --> 00:04:04.796 or i could give you this antibiotic but 00:04:04.856 --> 00:04:06.098 you know you could get a little upset 00:04:06.117 --> 00:04:07.938 stomach from that or we could do this 00:04:07.998 --> 00:04:09.319 other antibiotic but you probably have to 00:04:09.340 --> 00:04:10.420 take that for ten what do you want 00:04:10.441 --> 00:04:14.082 to do that you'd be like no doc 00:04:14.103 --> 00:04:16.004 tell me what to do like i came 00:04:16.045 --> 00:04:18.685 here because i wanted an outcome so tell 00:04:18.747 --> 00:04:21.127 me the fastest path i also think what 00:04:21.187 --> 00:04:23.089 i tell i tell people i've given this 00:04:23.170 --> 00:04:24.591 before my dad was a new york city 00:04:24.630 --> 00:04:24.951 fireman 00:04:26.345 --> 00:04:29.427 He never had to sell when to call, 00:04:29.468 --> 00:04:30.788 not like to call nine one one. 00:04:30.809 --> 00:04:31.971 He didn't have to sell, stop, 00:04:32.011 --> 00:04:32.810 drop and roll. 00:04:33.932 --> 00:04:34.874 No, he just repeated it. 00:04:35.213 --> 00:04:36.214 So you're not selling. 00:04:36.675 --> 00:04:38.997 You're clearly concisely and consistently 00:04:39.038 --> 00:04:39.899 explaining something. 00:04:40.399 --> 00:04:42.000 And if someone wants to make a decision 00:04:42.440 --> 00:04:43.762 and they're an adult and they want the, 00:04:43.841 --> 00:04:45.504 they want the result of the thing that 00:04:45.524 --> 00:04:47.425 you said you have, that's a process, 00:04:47.466 --> 00:04:48.206 not a package. 00:04:48.677 --> 00:04:49.959 Right, exactly. 00:04:49.980 --> 00:04:50.901 And that's what we're looking for. 00:04:51.122 --> 00:04:54.048 Like a package, it's exciting to open, 00:04:54.088 --> 00:04:55.009 but then I have the package. 00:04:55.271 --> 00:04:57.154 A process is a multi-step process. 00:04:58.233 --> 00:04:59.535 I don't want to use the word process 00:04:59.595 --> 00:05:00.555 in the definition of process. 00:05:00.574 --> 00:05:03.036 It's multi-step to get an outcome. 00:05:03.216 --> 00:05:03.677 An outcome. 00:05:03.997 --> 00:05:04.898 And there is a difference. 00:05:05.478 --> 00:05:05.798 Yes. 00:05:06.298 --> 00:05:08.279 And when you're building these, right, 00:05:08.620 --> 00:05:10.762 it's not going to be for everyone. 00:05:11.221 --> 00:05:13.283 And when you start building it like a 00:05:13.423 --> 00:05:14.163 package, 00:05:14.543 --> 00:05:16.985 you commoditize what you are doing. 00:05:17.446 --> 00:05:20.007 We've gotten in this world of like visits 00:05:20.267 --> 00:05:22.488 and reimbursement and hourly instead of 00:05:22.930 --> 00:05:24.711 the transformation that we're selling. 00:05:25.110 --> 00:05:25.350 Right. 00:05:25.610 --> 00:05:27.812 Like we're taking a total knee patient 00:05:28.192 --> 00:05:31.396 that can't go to Disney and we're getting 00:05:31.415 --> 00:05:31.716 them. 00:05:32.016 --> 00:05:34.036 Grandma's coming to Disney with you and 00:05:34.076 --> 00:05:35.317 grandma's going to be able to walk the 00:05:35.338 --> 00:05:35.959 whole time. 00:05:36.298 --> 00:05:37.500 And that's hugely valuable. 00:05:37.980 --> 00:05:40.182 Or a lot of my patient population, 00:05:40.721 --> 00:05:42.764 we get to that finish line of the 00:05:42.803 --> 00:05:43.223 marathon. 00:05:43.584 --> 00:05:44.785 You are ready to go. 00:05:45.185 --> 00:05:46.865 You are not only confident that you can 00:05:46.886 --> 00:05:47.187 get there, 00:05:47.226 --> 00:05:48.187 you can get there in a time you're 00:05:48.206 --> 00:05:50.149 happy with and you get there feeling good. 00:05:50.668 --> 00:05:51.630 That's what we're selling. 00:05:51.651 --> 00:05:54.896 I'm not giving you five visits or ten 00:05:54.935 --> 00:05:55.276 visits. 00:05:55.456 --> 00:05:58.540 I'm the marathon completion program. 00:05:59.021 --> 00:06:00.625 That's what we really have to focus on 00:06:00.665 --> 00:06:03.269 and stop commoditizing every single thing 00:06:03.288 --> 00:06:03.608 that we do. 00:06:04.228 --> 00:06:04.509 Yep. 00:06:04.588 --> 00:06:05.088 Okay. 00:06:05.108 --> 00:06:06.250 So this is going to be a four-part 00:06:06.290 --> 00:06:08.410 series of webinars that you're doing. 00:06:08.529 --> 00:06:10.971 We'll have the link to the first one 00:06:11.651 --> 00:06:12.130 in the show notes. 00:06:12.411 --> 00:06:13.572 The first one is coming up later on 00:06:13.591 --> 00:06:13.932 this week. 00:06:13.951 --> 00:06:14.711 It's on Wednesday, correct? 00:06:14.732 --> 00:06:15.312 Yes. 00:06:15.331 --> 00:06:15.992 Thursday. 00:06:16.012 --> 00:06:19.252 Thursday night, eight Eastern. 00:06:19.312 --> 00:06:19.932 Thursday, what is it? 00:06:19.973 --> 00:06:21.093 The fifth or so? 00:06:21.153 --> 00:06:21.353 Yes. 00:06:21.374 --> 00:06:23.613 So Thursday the fifth at eight Eastern. 00:06:24.153 --> 00:06:24.935 In the first part, 00:06:25.074 --> 00:06:26.735 I'll ask questions specifically about 00:06:26.795 --> 00:06:27.314 that. 00:06:27.334 --> 00:06:28.735 This one's going to go a little sideways, 00:06:28.776 --> 00:06:29.475 which is where I like. 00:06:30.514 --> 00:06:32.536 when did you first realize that treating 00:06:32.755 --> 00:06:35.939 everybody was actually slowing growth 00:06:36.139 --> 00:06:37.961 because looking at it like if i treat 00:06:38.000 --> 00:06:40.903 everybody yes i'm wide open i have lots 00:06:40.942 --> 00:06:43.466 of options this is counterintuitive when 00:06:43.485 --> 00:06:44.826 did you first realize that treating 00:06:44.887 --> 00:06:47.269 everybody was actually slowing growth 00:06:47.990 --> 00:06:48.310 Yes, 00:06:48.470 --> 00:06:50.872 that is a great question because that's 00:06:50.891 --> 00:06:51.632 what we see. 00:06:51.752 --> 00:06:55.314 The default method for most clinics is I 00:06:55.355 --> 00:06:56.596 need to go get more patients. 00:06:57.257 --> 00:06:59.177 I just need more people on the schedule. 00:06:59.538 --> 00:07:00.478 Give me more, give me more, 00:07:00.519 --> 00:07:01.120 give me more. 00:07:01.800 --> 00:07:04.141 And then we're reducing the value that 00:07:04.161 --> 00:07:06.182 we're providing with each of those if 00:07:06.202 --> 00:07:07.944 we're not providing that same level of 00:07:08.024 --> 00:07:09.846 one-on-one care and the skill set that 00:07:09.886 --> 00:07:10.747 we're known for here. 00:07:11.166 --> 00:07:12.528 So when I first realized this, 00:07:12.747 --> 00:07:14.430 I had opened my practices, 00:07:14.990 --> 00:07:17.913 and I was fortunate. 00:07:18.413 --> 00:07:20.574 I had a wait list within two weeks 00:07:20.615 --> 00:07:21.074 of opening. 00:07:22.637 --> 00:07:24.158 But at that point, 00:07:24.177 --> 00:07:25.459 I knew I needed to have growth. 00:07:25.860 --> 00:07:27.000 And how can I grow from here? 00:07:27.021 --> 00:07:28.442 Because I'm already having the schedule 00:07:28.482 --> 00:07:28.822 filled. 00:07:29.262 --> 00:07:31.504 So I had a gentleman come in that 00:07:31.684 --> 00:07:34.146 had said, hey, I heard you're really good. 00:07:34.547 --> 00:07:35.327 I'm not a runner. 00:07:35.887 --> 00:07:37.288 This is what I want to do. 00:07:38.350 --> 00:07:39.471 I want to come in, 00:07:39.891 --> 00:07:43.334 but I'm not really sure about like your 00:07:43.353 --> 00:07:44.475 cash-based prices. 00:07:45.055 --> 00:07:46.415 And I was like, come on in, 00:07:46.696 --> 00:07:48.137 do one session with me. 00:07:48.458 --> 00:07:48.958 Let me see. 00:07:49.098 --> 00:07:50.800 And I realized like when he came in, 00:07:51.399 --> 00:07:53.502 he didn't value what I was offering. 00:07:53.862 --> 00:07:55.423 He didn't value the same thing. 00:07:55.442 --> 00:07:57.644 And him questioning the price and doing 00:07:57.665 --> 00:07:58.384 that, I was like, 00:07:58.464 --> 00:08:00.146 if I put those type of people on, 00:08:00.607 --> 00:08:02.148 he's not going to come back for another 00:08:02.168 --> 00:08:02.509 visit. 00:08:03.168 --> 00:08:04.529 I'm not going to be able to give 00:08:04.589 --> 00:08:06.630 him a program that's going to get him 00:08:06.651 --> 00:08:08.672 an end result because that's not what I'm 00:08:08.732 --> 00:08:09.132 selling. 00:08:09.673 --> 00:08:12.014 I'm selling that you can run faster, 00:08:12.093 --> 00:08:13.714 farther with fewer injuries. 00:08:14.134 --> 00:08:15.935 And people that value that are going to 00:08:16.137 --> 00:08:18.038 not ask at all about the price. 00:08:18.057 --> 00:08:18.757 They're just going to be like, 00:08:18.838 --> 00:08:19.858 when do I get started? 00:08:20.418 --> 00:08:21.699 So for me, I realize that. 00:08:21.759 --> 00:08:22.860 And then, like you said in the beginning, 00:08:23.180 --> 00:08:25.261 we've now worked with two hundred plus 00:08:25.300 --> 00:08:28.002 clinics to help them add cash based 00:08:28.021 --> 00:08:30.002 services through three D motion analysis. 00:08:30.622 --> 00:08:32.384 And we've seen it time and time again 00:08:32.403 --> 00:08:33.104 with them as well. 00:08:33.604 --> 00:08:34.543 Any runner, right? 00:08:34.663 --> 00:08:35.264 It's like, no, 00:08:35.304 --> 00:08:37.345 we can boil it down and start to 00:08:37.384 --> 00:08:40.186 really understand what runner and little 00:08:40.206 --> 00:08:40.626 preview. 00:08:40.687 --> 00:08:42.567 But even we can boil it down to 00:08:42.626 --> 00:08:46.308 two questions will tell me exactly 00:08:46.969 --> 00:08:49.610 Which runner is going to come in and 00:08:49.669 --> 00:08:51.409 sign up for that program? 00:08:51.470 --> 00:08:52.311 Two questions, 00:08:52.931 --> 00:08:55.371 but there's a process to get there, right? 00:08:55.392 --> 00:08:56.412 You have to figure it out. 00:08:56.511 --> 00:08:58.173 And then you can ask these two questions 00:08:58.572 --> 00:09:00.293 and that person you'll know before that 00:09:00.332 --> 00:09:01.374 person even shows up. 00:09:02.153 --> 00:09:03.833 Is this person ready for what I'm 00:09:03.894 --> 00:09:04.274 offering? 00:09:04.735 --> 00:09:05.294 Wow. 00:09:05.375 --> 00:09:05.894 I like that. 00:09:06.908 --> 00:09:07.168 All right. 00:09:07.187 --> 00:09:10.250 So let's talk about cost, 00:09:10.570 --> 00:09:12.551 or I should say the hidden cost of 00:09:12.691 --> 00:09:13.131 nice. 00:09:13.912 --> 00:09:15.893 So why do physical therapists, 00:09:16.033 --> 00:09:17.214 and I can say this because we are, 00:09:17.754 --> 00:09:19.794 why do physical therapists struggle to 00:09:19.815 --> 00:09:22.356 define an actual ideal client? 00:09:23.697 --> 00:09:24.677 What are they afraid of? 00:09:25.057 --> 00:09:26.339 Go psychological on me. 00:09:27.164 --> 00:09:30.447 There could be the imposter syndrome that 00:09:30.488 --> 00:09:31.149 everyone knows. 00:09:31.168 --> 00:09:32.529 That's the obvious answer, 00:09:33.211 --> 00:09:36.254 is that they think, oh, well, 00:09:36.293 --> 00:09:38.076 if I get this high-level marathon runner 00:09:38.115 --> 00:09:38.696 coming in, 00:09:39.037 --> 00:09:41.058 can I deliver on this promise of getting 00:09:41.099 --> 00:09:43.600 them faster, further, fewer injuries? 00:09:43.660 --> 00:09:44.422 Can I deliver on that? 00:09:44.522 --> 00:09:44.741 Right. 00:09:44.782 --> 00:09:47.943 So that's where we really need to show 00:09:48.004 --> 00:09:50.405 our work and show like that's another 00:09:50.446 --> 00:09:52.648 whole soapbox in mind of like you need 00:09:52.668 --> 00:09:54.149 objective data to show that you're 00:09:54.168 --> 00:09:56.330 providing tangible outcomes. 00:09:56.730 --> 00:09:57.750 That's a huge part of it. 00:09:58.831 --> 00:09:59.913 The other one, 00:10:00.153 --> 00:10:02.894 I think there is the hesitancy around what 00:10:02.914 --> 00:10:05.296 you were saying of mixing medicine and 00:10:05.336 --> 00:10:05.797 business. 00:10:06.476 --> 00:10:08.719 And I think that that's a very like 00:10:08.739 --> 00:10:11.081 they feel going back to the sales is 00:10:11.120 --> 00:10:11.880 a dirty word. 00:10:12.341 --> 00:10:15.124 They feel conflicted because they think, 00:10:15.724 --> 00:10:16.004 well, 00:10:16.304 --> 00:10:19.027 if I'm selling this two thousand dollar 00:10:19.067 --> 00:10:20.748 package to this person, 00:10:21.347 --> 00:10:23.070 that kind of feels a little sleazy. 00:10:23.610 --> 00:10:23.850 Right. 00:10:24.049 --> 00:10:25.451 When I might be able to do it 00:10:25.672 --> 00:10:26.091 that way. 00:10:26.131 --> 00:10:27.352 But I would say, 00:10:27.692 --> 00:10:29.234 how do you know what that person invests? 00:10:29.573 --> 00:10:30.235 I give a story. 00:10:30.335 --> 00:10:30.514 Right. 00:10:31.014 --> 00:10:32.255 I had this one client come in. 00:10:32.677 --> 00:10:34.038 I'm you know, I'm not cheap. 00:10:34.177 --> 00:10:35.038 I'm not super expensive, 00:10:35.057 --> 00:10:36.099 but I'm not cheap to come in to 00:10:36.119 --> 00:10:36.418 see me. 00:10:37.320 --> 00:10:40.081 And this guy comes in and he's got 00:10:40.162 --> 00:10:42.102 his flagger gear on. 00:10:42.263 --> 00:10:44.164 He's a construction site flagger. 00:10:45.543 --> 00:10:48.225 And we're coming in and I'm charging five 00:10:48.265 --> 00:10:50.268 hundred dollars for an evaluation for this 00:10:50.288 --> 00:10:50.567 guy. 00:10:51.048 --> 00:10:53.110 And he comes in and he is just 00:10:53.129 --> 00:10:54.510 the happiest customer leaving. 00:10:55.211 --> 00:10:57.634 And if I had convinced him out of 00:10:57.673 --> 00:10:58.495 it, it's like, oh, 00:10:58.554 --> 00:11:00.576 he's working an hourly wage job. 00:11:01.096 --> 00:11:01.976 And, you know, 00:11:02.017 --> 00:11:04.058 this isn't this is an expensive rate for 00:11:04.099 --> 00:11:04.259 him. 00:11:04.639 --> 00:11:06.520 His life is marathon training. 00:11:06.900 --> 00:11:10.124 He is his whole identity is wrapped around 00:11:10.163 --> 00:11:12.485 in marathon training and he wasn't able to 00:11:12.546 --> 00:11:12.865 do it. 00:11:12.946 --> 00:11:14.267 He has to stand a lot for his 00:11:14.326 --> 00:11:14.727 job. 00:11:15.227 --> 00:11:16.929 So the transformation he went through, 00:11:17.330 --> 00:11:19.011 he was like, can I come back tomorrow? 00:11:19.351 --> 00:11:22.654 Like he saw the value in coming in, 00:11:22.956 --> 00:11:24.116 having a calf injury, 00:11:24.417 --> 00:11:25.738 not being able to run a step. 00:11:26.139 --> 00:11:27.940 And then within an hour evaluation, 00:11:28.301 --> 00:11:30.062 being able to run for five minutes pain 00:11:30.101 --> 00:11:30.363 free. 00:11:31.624 --> 00:11:32.544 And to him, 00:11:32.585 --> 00:11:33.765 he would have paid any price in the 00:11:33.785 --> 00:11:34.386 world for that. 00:11:35.477 --> 00:11:38.279 So who am I to tell other people 00:11:38.320 --> 00:11:39.660 what they value? 00:11:39.701 --> 00:11:41.442 We all spend on things, right? 00:11:41.481 --> 00:11:42.341 Like, hey, 00:11:42.883 --> 00:11:45.985 I don't care much about fashion, right? 00:11:46.024 --> 00:11:48.206 So I don't own a lot of clothes, 00:11:48.645 --> 00:11:49.246 right? 00:11:49.287 --> 00:11:51.768 So if I go into an expensive store, 00:11:51.827 --> 00:11:54.470 it's like I might be a customer for 00:11:54.490 --> 00:11:56.471 them on paper based off of my age 00:11:56.490 --> 00:11:58.592 and demographics and income and things 00:11:58.613 --> 00:11:58.993 like that. 00:11:59.013 --> 00:12:00.374 But I don't value that. 00:12:00.933 --> 00:12:04.277 So why would that company spend their time 00:12:04.297 --> 00:12:05.057 talking to me? 00:12:05.077 --> 00:12:06.038 Cause I don't value it. 00:12:06.538 --> 00:12:07.620 And it's the same thing. 00:12:07.639 --> 00:12:12.303 Like PTs go through the roller coaster of 00:12:12.423 --> 00:12:13.544 emotions of business, 00:12:13.985 --> 00:12:15.366 where what they do is they get all 00:12:15.427 --> 00:12:16.408 excited about ideal. 00:12:16.447 --> 00:12:17.708 They start marketing it. 00:12:17.729 --> 00:12:19.330 They start designing all these things. 00:12:19.350 --> 00:12:20.250 They put all this effort in, 00:12:20.270 --> 00:12:21.131 then they get busy. 00:12:21.591 --> 00:12:22.913 And then all of a sudden they don't 00:12:22.953 --> 00:12:24.154 do any of that marketing. 00:12:24.475 --> 00:12:25.495 And all of a sudden they don't do 00:12:25.576 --> 00:12:26.376 any of those things. 00:12:26.476 --> 00:12:27.538 And now they're not as busy. 00:12:28.097 --> 00:12:29.178 And then they go, oh, no. 00:12:29.580 --> 00:12:31.322 And they go back and they go up. 00:12:31.621 --> 00:12:36.087 And then guess what growth is? 00:12:36.408 --> 00:12:37.489 It's the average of those two, 00:12:37.750 --> 00:12:38.890 the peak and the valley. 00:12:39.432 --> 00:12:39.751 Yes. 00:12:42.034 --> 00:12:43.376 This comes down to fear, right? 00:12:43.397 --> 00:12:45.078 If the question is why do PTs struggle 00:12:45.099 --> 00:12:46.100 to define growth, 00:12:46.379 --> 00:12:48.961 and go narrow we're afraid that if i 00:12:48.980 --> 00:12:52.042 go narrow i might lose referrals saying no 00:12:52.062 --> 00:12:54.162 to people feels gross right because that's 00:12:54.621 --> 00:12:56.903 saying no to money but we've all heard 00:12:56.942 --> 00:12:59.222 that if you're saying yes to the wrong 00:12:59.263 --> 00:13:01.663 thing it means you're saying no to the 00:13:01.744 --> 00:13:03.543 right thing that might walk in fifteen 00:13:03.565 --> 00:13:05.965 minutes later fear of maybe even like 00:13:06.004 --> 00:13:07.785 looking arrogant like nope you're not the 00:13:07.826 --> 00:13:08.725 right person for me 00:13:09.505 --> 00:13:09.785 Right. 00:13:10.225 --> 00:13:11.386 And people appreciate that. 00:13:11.427 --> 00:13:14.628 Like I've told people them and they 00:13:14.648 --> 00:13:15.268 appreciate it. 00:13:15.327 --> 00:13:17.028 And we've created a referral network for 00:13:17.068 --> 00:13:17.548 my clinics. 00:13:17.589 --> 00:13:18.068 We say, hey, 00:13:18.389 --> 00:13:20.049 we've got a great insurance based clinic 00:13:20.070 --> 00:13:22.591 down the street that would really do a 00:13:22.630 --> 00:13:23.591 great job for you. 00:13:24.250 --> 00:13:25.591 And I think that I can. 00:13:25.812 --> 00:13:26.711 Here's their phone number. 00:13:27.072 --> 00:13:28.673 We have a list of those numbers right 00:13:28.692 --> 00:13:29.552 up there and we send them out. 00:13:29.572 --> 00:13:29.653 Yeah. 00:13:29.673 --> 00:13:31.474 Because in the end, 00:13:31.594 --> 00:13:32.855 they're going to appreciate that because 00:13:32.875 --> 00:13:34.595 it does nobody any good to have somebody 00:13:34.634 --> 00:13:36.316 come in that isn't valuing what you do. 00:13:37.115 --> 00:13:37.738 Yeah, 00:13:37.857 --> 00:13:40.245 I love quoting my favorite Peloton 00:13:40.264 --> 00:13:42.913 instructor, Dennis Morton, who says, 00:13:42.952 --> 00:13:44.155 listen, I make suggestions, 00:13:44.176 --> 00:13:44.957 you make decisions. 00:13:47.139 --> 00:13:48.461 If you come in and you're the wrong 00:13:48.500 --> 00:13:52.024 person, I'm making the suggestion. 00:13:52.183 --> 00:13:53.225 I don't think I'm right for you. 00:13:53.725 --> 00:13:55.386 Or I love this for a plan of 00:13:55.427 --> 00:13:56.268 care, which is like, 00:13:56.408 --> 00:13:58.230 I can't run one mile for you if 00:13:58.669 --> 00:13:59.890 I'm a PT who works with runners. 00:14:00.211 --> 00:14:00.692 I can't run any. 00:14:01.032 --> 00:14:02.613 I make suggestions to do these things. 00:14:03.014 --> 00:14:04.514 You make decisions whether you do them or 00:14:04.554 --> 00:14:04.815 not. 00:14:05.375 --> 00:14:07.076 I'm making a suggestion that you working 00:14:07.096 --> 00:14:08.677 with me is a good idea. 00:14:08.999 --> 00:14:09.818 It costs X. 00:14:10.639 --> 00:14:11.841 I'm not selling you – I don't know 00:14:11.860 --> 00:14:14.182 if I've ever been sold on anything in 00:14:14.222 --> 00:14:14.602 my life. 00:14:15.144 --> 00:14:16.585 I've either made good or bad decisions, 00:14:16.625 --> 00:14:18.645 but I've made them. 00:14:18.667 --> 00:14:19.586 You know what? 00:14:19.606 --> 00:14:21.928 Your question also about what are PTs 00:14:21.948 --> 00:14:25.591 afraid of also gives me another idea and 00:14:25.611 --> 00:14:26.932 something I've talked about before that 00:14:27.573 --> 00:14:31.216 PTs are not always aware of what they 00:14:31.256 --> 00:14:31.756 actually want. 00:14:32.764 --> 00:14:33.004 Right. 00:14:33.065 --> 00:14:35.125 That we're a very, uh, 00:14:35.365 --> 00:14:36.566 service oriented group. 00:14:37.005 --> 00:14:37.725 And we think about, 00:14:37.885 --> 00:14:38.866 I want to help other people. 00:14:38.886 --> 00:14:39.006 Like, 00:14:39.067 --> 00:14:40.606 why did you get into physical therapy? 00:14:41.027 --> 00:14:42.227 The first thing that they're going to say 00:14:42.248 --> 00:14:44.528 is I want to help people or it's 00:14:44.607 --> 00:14:45.609 interested in things like that. 00:14:45.629 --> 00:14:46.568 But what do you want? 00:14:46.969 --> 00:14:47.168 Right? 00:14:47.188 --> 00:14:49.068 Like you want freedom of time. 00:14:49.669 --> 00:14:50.830 You want freedom of money. 00:14:51.330 --> 00:14:52.610 You want freedom of purpose. 00:14:52.931 --> 00:14:53.091 Like, 00:14:53.191 --> 00:14:54.610 I don't think there's a physical therapist 00:14:54.650 --> 00:14:56.851 in the world that wouldn't want freedom of 00:14:56.892 --> 00:14:57.932 time, money, and purpose. 00:14:58.272 --> 00:14:59.991 I want to treat who I want when 00:15:00.072 --> 00:15:00.513 I want, 00:15:00.613 --> 00:15:01.993 and I want to create a good living. 00:15:02.369 --> 00:15:03.169 doing that there. 00:15:04.451 --> 00:15:08.133 And if you're not surrounding yourself 00:15:08.173 --> 00:15:09.794 with people that value what you do, 00:15:10.174 --> 00:15:11.596 you'll never get that. 00:15:12.216 --> 00:15:12.417 Right? 00:15:12.437 --> 00:15:14.018 Like having a system and having the 00:15:14.038 --> 00:15:15.418 ability to do that, like, 00:15:15.458 --> 00:15:18.201 that's what maybe people don't realize. 00:15:18.240 --> 00:15:19.741 Maybe it's not that they're afraid of it. 00:15:20.102 --> 00:15:21.344 Maybe it's they don't realize what's on 00:15:21.364 --> 00:15:22.024 the other side. 00:15:22.043 --> 00:15:22.484 Right? 00:15:22.544 --> 00:15:23.725 Where? 00:15:24.306 --> 00:15:24.525 Yeah, 00:15:24.586 --> 00:15:26.307 that that's truly starting with the end in 00:15:26.366 --> 00:15:26.967 mind, right? 00:15:27.437 --> 00:15:28.278 Yeah. 00:15:28.318 --> 00:15:30.120 And it's okay to want things, right? 00:15:30.220 --> 00:15:31.780 I listen to a great podcast, 00:15:32.020 --> 00:15:33.241 like The Art of Achievement. 00:15:33.562 --> 00:15:34.623 The other day, it's actually, 00:15:34.682 --> 00:15:37.565 it's a podcast on Audible. 00:15:39.166 --> 00:15:41.067 And it was talking all about how we 00:15:41.086 --> 00:15:42.587 should want things. 00:15:42.607 --> 00:15:44.208 Because if you don't want things, 00:15:44.528 --> 00:15:46.429 you're never going to get yourself closer 00:15:46.509 --> 00:15:49.052 to the next step there. 00:15:49.272 --> 00:15:50.133 So you have to like, 00:15:50.533 --> 00:15:51.933 you have to want things and it's okay 00:15:51.953 --> 00:15:53.134 to want things. 00:15:53.315 --> 00:15:53.495 Yeah. 00:15:54.013 --> 00:15:54.513 I like that. 00:15:55.333 --> 00:15:55.734 You've said, 00:15:55.754 --> 00:15:56.934 and we talked about this a second ago, 00:15:57.014 --> 00:15:59.336 every clinic needs a sales process. 00:15:59.356 --> 00:15:59.456 Yes. 00:16:00.118 --> 00:16:00.979 Things don't, you know, 00:16:01.058 --> 00:16:02.700 success doesn't happen by accident. 00:16:03.299 --> 00:16:06.062 Most PTs hate that word though with sales. 00:16:07.823 --> 00:16:08.625 What's the first, 00:16:08.644 --> 00:16:09.804 I'm sure you're going to go through this, 00:16:10.346 --> 00:16:11.647 but what's like, 00:16:11.787 --> 00:16:14.308 what's the first thing you do as soon 00:16:14.349 --> 00:16:15.970 as someone at least like a PT says, 00:16:16.350 --> 00:16:17.591 okay, I agree with you. 00:16:17.631 --> 00:16:18.631 Yes. 00:16:18.711 --> 00:16:20.333 I understand I need a sales process. 00:16:20.354 --> 00:16:20.573 Okay. 00:16:21.481 --> 00:16:22.702 Where do you start with them? 00:16:22.722 --> 00:16:24.283 It's probably not the whole thing, right? 00:16:24.663 --> 00:16:25.664 It's probably baby steps. 00:16:25.745 --> 00:16:26.725 What's the number one? 00:16:27.024 --> 00:16:27.625 Part one, 00:16:27.846 --> 00:16:29.687 exactly what the webinar on Thursday is, 00:16:29.966 --> 00:16:32.668 identify your ideal customer profile and 00:16:32.729 --> 00:16:34.250 go deep. 00:16:34.509 --> 00:16:37.272 Don't start writing all these ads. 00:16:37.312 --> 00:16:39.673 Don't start designing processes until you 00:16:39.712 --> 00:16:40.714 know who you're selling to. 00:16:41.594 --> 00:16:44.475 Who is that ideal customer that is going 00:16:44.535 --> 00:16:46.417 to pay you that two thousand dollars for 00:16:46.456 --> 00:16:47.138 what you're offering? 00:16:47.625 --> 00:16:50.326 Who is that customer that really values 00:16:50.386 --> 00:16:51.768 the service that you're providing? 00:16:52.308 --> 00:16:54.770 And that is entirely what this whole thing 00:16:54.831 --> 00:16:56.972 is about for the people that attend. 00:16:56.993 --> 00:16:58.514 We're even giving the workbook that we 00:16:58.533 --> 00:17:00.394 give to our Helix three D customers. 00:17:00.816 --> 00:17:02.017 So if you show up for it, 00:17:02.076 --> 00:17:03.498 we're going to have a link for you 00:17:03.518 --> 00:17:05.819 to download a workbook that will take you 00:17:05.859 --> 00:17:07.101 through our whole process. 00:17:07.560 --> 00:17:09.182 Because if you don't have this, 00:17:09.643 --> 00:17:12.125 the rest of it is all assumptions and 00:17:12.164 --> 00:17:13.286 guessing. 00:17:13.385 --> 00:17:13.546 Yeah. 00:17:14.857 --> 00:17:16.219 That's the whole thing with the process. 00:17:16.259 --> 00:17:19.060 It all starts with your ideal customer and 00:17:19.080 --> 00:17:21.863 being willing to identify who's not your 00:17:21.903 --> 00:17:23.664 ideal customer as much as who is. 00:17:24.211 --> 00:17:24.991 This is what I do, 00:17:25.011 --> 00:17:26.772 and I didn't have this slide. 00:17:26.853 --> 00:17:28.393 I had this slide because I always just 00:17:28.413 --> 00:17:28.992 have it handy, 00:17:29.012 --> 00:17:32.673 but Simon Sinek wrote that book, 00:17:32.693 --> 00:17:33.413 Start With Why. 00:17:34.054 --> 00:17:34.614 And of course, 00:17:34.814 --> 00:17:36.134 you're never going to disagree with a guy 00:17:36.154 --> 00:17:38.875 who's a multi-best-selling author. 00:17:39.174 --> 00:17:39.796 But I do, 00:17:39.855 --> 00:17:40.996 and it sounds like you do too, 00:17:41.455 --> 00:17:42.855 which is I think you need to get 00:17:42.915 --> 00:17:43.435 to why, 00:17:43.817 --> 00:17:45.217 but you have to start with who. 00:17:46.887 --> 00:17:49.432 Because I do this with communications. 00:17:49.692 --> 00:17:51.394 I talk to my best friend and my 00:17:51.434 --> 00:17:54.019 grandmother infinitely differently about 00:17:54.078 --> 00:17:55.540 different things for different reasons. 00:17:57.002 --> 00:17:58.045 They're different whys. 00:17:58.265 --> 00:17:59.267 So it starts with who, 00:17:59.907 --> 00:18:01.309 and then we have to get to why. 00:18:01.775 --> 00:18:03.155 Yeah, well, I agree. 00:18:03.256 --> 00:18:04.056 And it's funny, 00:18:04.276 --> 00:18:05.396 that's one of the slides in this 00:18:05.436 --> 00:18:06.617 presentation on Thursday, 00:18:06.657 --> 00:18:08.519 Simon Sinek start with why great minds. 00:18:09.759 --> 00:18:11.160 But you know, one of the things too, 00:18:11.300 --> 00:18:14.102 is you have to first understand your why, 00:18:15.022 --> 00:18:15.742 as the tradition, 00:18:15.923 --> 00:18:16.804 which is what we just said, 00:18:16.943 --> 00:18:17.743 and what you want. 00:18:18.184 --> 00:18:20.226 So they he talks about the golden circle, 00:18:20.685 --> 00:18:22.826 why you do how you do it, 00:18:22.946 --> 00:18:24.508 what you do, right? 00:18:24.627 --> 00:18:27.109 And most PTs, a little spoiler alert, 00:18:27.490 --> 00:18:29.250 will tell you first what they do, 00:18:29.550 --> 00:18:30.692 instead of why they do it. 00:18:31.432 --> 00:18:32.553 That's the big thing there. 00:18:32.593 --> 00:18:34.153 Like, oh, why do you do it? 00:18:34.213 --> 00:18:35.934 Like, oh, I really like manual therapy. 00:18:36.035 --> 00:18:36.414 It's like, 00:18:36.454 --> 00:18:37.756 you just told me what you do, 00:18:37.796 --> 00:18:39.057 not why you do it. 00:18:39.176 --> 00:18:42.318 But then when you do the ideal customer, 00:18:42.759 --> 00:18:45.059 you also have to understand their why. 00:18:45.099 --> 00:18:45.580 Big time. 00:18:45.641 --> 00:18:46.721 That's the next thing of like, 00:18:46.820 --> 00:18:48.721 why is this person coming in to see 00:18:48.741 --> 00:18:48.801 you? 00:18:48.882 --> 00:18:49.982 What is their why? 00:18:50.383 --> 00:18:51.884 What is their motivating factor? 00:18:52.263 --> 00:18:53.865 And then when you speak to that and 00:18:53.924 --> 00:18:55.926 design your products and services around 00:18:55.946 --> 00:18:56.146 that, 00:18:56.166 --> 00:18:56.227 you 00:18:57.292 --> 00:18:58.233 It isn't selling. 00:18:58.713 --> 00:18:59.894 You are delivering value. 00:19:00.055 --> 00:19:01.096 That's all you're doing. 00:19:01.556 --> 00:19:03.116 And it's not a, hey, 00:19:03.196 --> 00:19:04.176 do you want to buy this? 00:19:04.258 --> 00:19:08.000 It's like, is this important to you? 00:19:08.279 --> 00:19:10.521 And if it is, I make suggestions, 00:19:10.541 --> 00:19:11.382 you make decisions. 00:19:12.222 --> 00:19:15.345 You take the greasy part out of it. 00:19:15.464 --> 00:19:15.684 Yeah. 00:19:17.088 --> 00:19:19.152 Sales is neither good nor bad. 00:19:19.813 --> 00:19:22.116 How someone might do it might feel good 00:19:22.156 --> 00:19:22.857 or feel bad. 00:19:22.917 --> 00:19:26.923 But sales is being a great decision for 00:19:26.943 --> 00:19:29.007 a problem someone has at the right time. 00:19:31.655 --> 00:19:32.336 Yeah, absolutely. 00:19:32.355 --> 00:19:32.817 Good way to segue. 00:19:32.836 --> 00:19:35.459 Do you want to thank our sponsors, U.S. 00:19:35.499 --> 00:19:36.400 Physical Therapy? 00:19:37.079 --> 00:19:38.260 You built something special, 00:19:38.602 --> 00:19:40.063 but scaling feels overwhelming. 00:19:40.262 --> 00:19:40.462 U.S. 00:19:40.502 --> 00:19:41.884 Physical Therapy partners with clinic 00:19:41.924 --> 00:19:43.865 owners who want to grow without giving up 00:19:43.905 --> 00:19:44.247 control. 00:19:44.547 --> 00:19:46.808 Learn more at usph.com or check them out 00:19:46.828 --> 00:19:48.269 at usphpartnership.com. 00:19:48.950 --> 00:19:50.711 All right. 00:19:51.431 --> 00:19:52.471 How about the math? 00:19:52.790 --> 00:19:56.092 If I define my ideal client clearly, 00:19:56.551 --> 00:19:59.772 what actually changes in my revenue? 00:20:00.272 --> 00:20:01.813 And then you can just go downstream with 00:20:01.833 --> 00:20:03.093 that because you can understand what you 00:20:03.133 --> 00:20:03.794 can do with that. 00:20:03.854 --> 00:20:04.794 Invest it in the business. 00:20:04.814 --> 00:20:06.673 Use it for your family. 00:20:06.733 --> 00:20:08.755 So I know sales feels icky, 00:20:08.775 --> 00:20:11.795 but it's not about just collecting money. 00:20:11.855 --> 00:20:13.135 It's about what you're able to do with 00:20:13.155 --> 00:20:13.556 those things. 00:20:13.855 --> 00:20:15.935 So if someone defines their ideal client, 00:20:16.237 --> 00:20:17.876 what actually changes in their revenue? 00:20:18.853 --> 00:20:18.972 Right. 00:20:18.992 --> 00:20:20.513 So what you're going to see is your 00:20:20.554 --> 00:20:22.453 revenue per client is going to go up, 00:20:22.913 --> 00:20:24.474 which means that you don't have to go 00:20:24.494 --> 00:20:26.375 through that same up and down cycle like 00:20:26.414 --> 00:20:27.255 we talked about here. 00:20:27.674 --> 00:20:30.215 So now each customer is worth more to 00:20:30.276 --> 00:20:30.516 you. 00:20:30.996 --> 00:20:33.356 So if you see less customers, 00:20:33.376 --> 00:20:35.257 you have more time for developing sales 00:20:35.277 --> 00:20:37.258 process, for adding extra things, 00:20:37.397 --> 00:20:39.718 or maybe you want some personal time and 00:20:39.738 --> 00:20:40.637 you want to go out for a run 00:20:40.678 --> 00:20:42.398 yourself instead of helping more runners. 00:20:42.838 --> 00:20:45.021 So what you do there is you're freeing 00:20:45.102 --> 00:20:45.221 up, 00:20:45.241 --> 00:20:48.767 you're valuing your time more for the true 00:20:48.807 --> 00:20:50.509 value of what you're offering here. 00:20:50.890 --> 00:20:52.653 Then you can start developing other areas 00:20:52.692 --> 00:20:53.233 of the business. 00:20:53.273 --> 00:20:55.155 You start doing one revenue stream, 00:20:55.195 --> 00:20:55.896 you say, okay, 00:20:56.298 --> 00:20:58.201 we figured out this three D gate thing. 00:20:58.681 --> 00:20:59.402 Man, that's great. 00:20:59.422 --> 00:21:01.344 But we need to now really get pain 00:21:01.364 --> 00:21:02.925 down quickly for some of these people. 00:21:02.986 --> 00:21:05.509 So I'm going to do wind back or 00:21:05.568 --> 00:21:09.012 laser or like, you know, shockwave, 00:21:09.713 --> 00:21:11.817 dry needling, name it, right? 00:21:11.856 --> 00:21:12.538 Like, okay, 00:21:12.597 --> 00:21:14.138 now I need to add this on here. 00:21:14.180 --> 00:21:15.740 So then you start building more and more 00:21:15.780 --> 00:21:16.561 valuable things. 00:21:17.202 --> 00:21:17.323 And 00:21:18.104 --> 00:21:19.685 That actually creates more and more 00:21:19.746 --> 00:21:22.709 customers because now instead of focusing 00:21:22.788 --> 00:21:24.150 on more people, 00:21:24.590 --> 00:21:26.633 you're focusing on more value. 00:21:27.173 --> 00:21:29.516 And that's the shift is instead of 00:21:29.536 --> 00:21:30.936 focusing on more revenue, 00:21:31.377 --> 00:21:34.101 focus on the value first and then the 00:21:34.141 --> 00:21:34.882 revenue comes. 00:21:35.402 --> 00:21:37.565 Because if you have a program that says 00:21:37.585 --> 00:21:38.445 like, okay, great, 00:21:38.465 --> 00:21:40.367 we're doing a longevity program. 00:21:40.989 --> 00:21:41.368 All right, well, 00:21:41.409 --> 00:21:42.871 if you start off with it and you're 00:21:42.891 --> 00:21:44.833 doing their gait and you do some things 00:21:44.853 --> 00:21:46.835 like that and you're doing some strength 00:21:46.875 --> 00:21:48.217 assessments and range of motion, 00:21:48.678 --> 00:21:49.137 that's great. 00:21:49.278 --> 00:21:49.939 That looks awesome. 00:21:50.440 --> 00:21:51.260 Now you add blood work. 00:21:52.462 --> 00:21:53.364 Okay, that's pretty cool. 00:21:53.663 --> 00:21:55.505 Now you start doing basal metabolic rate. 00:21:55.984 --> 00:21:56.125 Oh, 00:21:56.204 --> 00:21:57.145 here's how many calories I should be 00:21:57.165 --> 00:21:57.286 eating. 00:21:57.306 --> 00:21:57.766 All right, 00:21:57.826 --> 00:22:00.567 now we're checking out skeletal muscle and 00:22:00.587 --> 00:22:01.988 we're starting to track that over time. 00:22:02.308 --> 00:22:04.329 So each time you add more value and 00:22:04.349 --> 00:22:05.891 when you have a little free space to 00:22:05.931 --> 00:22:07.352 do that, instead of just saying, 00:22:07.711 --> 00:22:09.252 I need more and more and more clients, 00:22:09.772 --> 00:22:12.634 now you're adding more value and you don't 00:22:12.694 --> 00:22:14.355 need as many and the revenue is still 00:22:14.375 --> 00:22:14.836 going up. 00:22:15.276 --> 00:22:16.537 So you have value. 00:22:17.136 --> 00:22:18.637 And those people are leaving happier. 00:22:18.678 --> 00:22:19.939 You want to talk about what marketing is? 00:22:19.959 --> 00:22:21.460 This is from a guy who creates content 00:22:21.480 --> 00:22:21.839 marketing. 00:22:22.220 --> 00:22:25.442 Marketing is what other people are saying 00:22:25.461 --> 00:22:27.123 about you when you're not around. 00:22:27.683 --> 00:22:28.044 Yes. 00:22:28.144 --> 00:22:29.884 What do you think the right people who 00:22:29.924 --> 00:22:31.705 got the right thing at the right time, 00:22:31.865 --> 00:22:32.527 the right way, 00:22:32.747 --> 00:22:34.188 what do you think they say to other 00:22:34.228 --> 00:22:34.607 people? 00:22:35.208 --> 00:22:36.990 They don't shut up about you. 00:22:37.430 --> 00:22:39.270 And everyone says word of mouth is the 00:22:39.451 --> 00:22:40.231 gold standard. 00:22:40.251 --> 00:22:41.352 That's what everyone wants. 00:22:41.511 --> 00:22:42.053 And it's true. 00:22:42.113 --> 00:22:44.914 Word of mouth is extremely valuable. 00:22:45.713 --> 00:22:48.316 But it comes from how you deliver it 00:22:48.415 --> 00:22:50.237 and how you take care of those people. 00:22:50.636 --> 00:22:52.679 And if you have a bunch of non-ideal 00:22:52.719 --> 00:22:53.338 customers, 00:22:54.180 --> 00:22:56.501 then you're not getting that word of mouth 00:22:56.541 --> 00:22:58.942 because they're like, yeah, it was okay. 00:22:59.022 --> 00:23:01.184 Like, that's fine. 00:23:01.265 --> 00:23:01.505 Yeah. 00:23:01.565 --> 00:23:02.945 You're literally writing the script. 00:23:03.707 --> 00:23:05.667 I partnered with Hyperice after talking 00:23:05.688 --> 00:23:06.929 with Eric Fernandez at CSM, 00:23:06.969 --> 00:23:08.349 and I'm going to be doing some stuff 00:23:08.369 --> 00:23:09.029 with them online. 00:23:09.049 --> 00:23:09.269 Yeah. 00:23:10.290 --> 00:23:11.771 And they sent me essentially one of 00:23:11.811 --> 00:23:12.571 everything they make. 00:23:12.991 --> 00:23:14.412 So it was like Christmas for Jimmy. 00:23:14.491 --> 00:23:15.873 I've only opened like two things because 00:23:15.893 --> 00:23:16.073 I'm like, 00:23:16.113 --> 00:23:17.353 I really want to play with these things. 00:23:17.913 --> 00:23:18.213 Of course, 00:23:18.253 --> 00:23:19.773 I opened the Norma Tech boots first. 00:23:19.794 --> 00:23:20.615 Oh, yeah. 00:23:20.674 --> 00:23:23.154 And I said, I can make these videos. 00:23:23.174 --> 00:23:25.276 And I've seen Hyperice's content on 00:23:25.355 --> 00:23:25.796 Instagram. 00:23:25.875 --> 00:23:26.436 It's slick. 00:23:26.537 --> 00:23:27.817 I'm never going to make... That's not me. 00:23:27.836 --> 00:23:27.977 Yeah. 00:23:28.997 --> 00:23:30.198 And I literally looked at this and I 00:23:30.218 --> 00:23:32.117 go, these boots are a marketing device. 00:23:32.739 --> 00:23:33.739 That's my lens, right? 00:23:33.759 --> 00:23:34.519 That's, of course, my lens. 00:23:35.098 --> 00:23:36.099 But it is because... 00:23:37.122 --> 00:23:38.744 I don't know what the square footage of 00:23:38.765 --> 00:23:41.169 your clinic is or how many people you 00:23:41.209 --> 00:23:43.152 have with how many certifications, 00:23:44.173 --> 00:23:45.596 but I talk about how I felt. 00:23:46.277 --> 00:23:48.480 And if the last thing I felt, 00:23:49.541 --> 00:23:50.262 felt good. 00:23:50.784 --> 00:23:51.065 Yes. 00:23:52.267 --> 00:23:54.288 That's easy for me to tell you about. 00:23:54.348 --> 00:23:56.069 Like if the experience of, hey, 00:23:56.089 --> 00:23:57.932 there's Doug and I've, you know, 00:23:58.011 --> 00:23:59.673 Doug and I have talked fifty times and 00:23:59.693 --> 00:24:01.255 every time I see him sort of always 00:24:01.275 --> 00:24:01.935 in a good mood. 00:24:02.516 --> 00:24:03.237 That's marketing. 00:24:03.257 --> 00:24:03.977 Yeah. 00:24:04.077 --> 00:24:04.298 Right. 00:24:04.758 --> 00:24:06.058 So I look at like all the things 00:24:06.078 --> 00:24:07.381 you're talking about this. 00:24:07.721 --> 00:24:09.903 It's the sum of all those parts. 00:24:10.123 --> 00:24:10.262 Yes. 00:24:10.522 --> 00:24:12.384 Adds up to the experience. 00:24:13.046 --> 00:24:13.546 And listen, man, 00:24:13.566 --> 00:24:14.646 I can get a cup of coffee down 00:24:14.666 --> 00:24:16.307 here at the seven eleven or at Starbucks. 00:24:17.188 --> 00:24:18.328 I'm buying two different, 00:24:18.489 --> 00:24:19.729 I am buying two different things. 00:24:19.749 --> 00:24:21.089 I'm not buying the same thing in two 00:24:21.109 --> 00:24:21.711 different places. 00:24:22.050 --> 00:24:24.451 They are in fact different. 00:24:25.011 --> 00:24:25.332 Yes. 00:24:25.712 --> 00:24:27.032 There's, have you ever read the book? 00:24:27.334 --> 00:24:28.453 I think it's Made to Stick. 00:24:28.493 --> 00:24:29.674 It's by Chip and Danny. 00:24:29.694 --> 00:24:31.236 Chip and Danny, yeah, it's a great one. 00:24:31.516 --> 00:24:34.576 And they talk about the hotel and they 00:24:34.597 --> 00:24:36.578 exemplify a point here where people 00:24:36.638 --> 00:24:39.779 remember the beginning, the end, 00:24:40.121 --> 00:24:41.701 and a highlight in between. 00:24:42.122 --> 00:24:45.343 And this hotel had a dedicated phone line 00:24:45.383 --> 00:24:46.183 for popsicles. 00:24:46.698 --> 00:24:47.598 Oh, I remember this. 00:24:47.659 --> 00:24:48.419 Yeah. 00:24:48.439 --> 00:24:49.960 You can call and get a popsicle at 00:24:50.079 --> 00:24:51.101 any time in the day. 00:24:51.461 --> 00:24:52.761 And they had good popsicles, 00:24:52.821 --> 00:24:55.964 not like twenty five and Costco. 00:24:56.025 --> 00:24:57.306 They had good popsicles. 00:24:57.605 --> 00:24:58.846 You could call at any point. 00:24:59.227 --> 00:24:59.788 Guess what? 00:24:59.988 --> 00:25:01.669 That gave somebody that stayed at the 00:25:01.729 --> 00:25:02.148 hotel. 00:25:02.549 --> 00:25:03.710 You got to go there. 00:25:04.611 --> 00:25:06.573 I got a popsicle at like two o'clock 00:25:06.593 --> 00:25:08.614 in the morning after a long night out. 00:25:08.733 --> 00:25:09.934 It was the best thing. 00:25:10.234 --> 00:25:11.256 Like, so cool. 00:25:12.096 --> 00:25:13.357 Popsicles. 00:25:13.458 --> 00:25:14.618 I don't know if it was in that 00:25:14.638 --> 00:25:14.898 book. 00:25:16.840 --> 00:25:17.281 Or, you know, 00:25:17.301 --> 00:25:18.542 I read a lot of things similar. 00:25:18.643 --> 00:25:20.424 I forget what hotel brand it is. 00:25:20.484 --> 00:25:22.527 Now, am I defeating my own story? 00:25:23.086 --> 00:25:24.449 The one that you go up and they've 00:25:24.469 --> 00:25:25.388 got the hot chocolate. 00:25:25.409 --> 00:25:26.971 They always have a plate of cookies that 00:25:26.990 --> 00:25:27.490 are warm. 00:25:27.711 --> 00:25:29.012 They're always just out of the oven. 00:25:29.333 --> 00:25:30.974 It's like Homewood Sweets or whatever. 00:25:31.555 --> 00:25:31.675 Yeah. 00:25:32.375 --> 00:25:33.194 That's what it is. 00:25:33.234 --> 00:25:34.635 Whenever I've been there, I've been like, 00:25:34.816 --> 00:25:36.175 oh yeah, this is the cookie one. 00:25:36.256 --> 00:25:37.017 Good, right? 00:25:38.676 --> 00:25:41.117 And I think they did like an analysis 00:25:41.377 --> 00:25:41.877 and they're like, 00:25:42.338 --> 00:25:44.138 the new CEO or someone came in and 00:25:44.159 --> 00:25:44.439 was like, 00:25:44.499 --> 00:25:45.640 what are we doing with the cookies? 00:25:45.940 --> 00:25:47.599 Where's the ROI on the cookies? 00:25:47.700 --> 00:25:49.340 And someone finally was like, my man, 00:25:49.681 --> 00:25:52.521 the cookies quite literally leave a good 00:25:52.561 --> 00:25:54.323 taste in someone's mouth when they're 00:25:54.363 --> 00:25:56.262 checking in or checking out. 00:25:56.963 --> 00:25:58.604 And to go with Chip and Dan Heath's 00:25:58.624 --> 00:25:59.305 The Beginning, The End, 00:25:59.345 --> 00:26:00.164 and Something in the Middle, 00:26:01.277 --> 00:26:04.119 That's it because what else besides a 00:26:04.160 --> 00:26:06.981 hotel stay could be a lot of it 00:26:07.082 --> 00:26:09.585 needs to hit a certain bottom. 00:26:09.825 --> 00:26:11.066 But if there's a bad thing, 00:26:11.105 --> 00:26:12.186 you remember that. 00:26:12.647 --> 00:26:15.170 But the Popsicle phone thing is weird and 00:26:16.171 --> 00:26:18.732 it's remarkable, as Seth Gooden would say. 00:26:19.453 --> 00:26:20.994 And whatever it costs, 00:26:22.276 --> 00:26:23.217 it makes up for it. 00:26:23.257 --> 00:26:24.278 It would just be hard to draw a 00:26:24.337 --> 00:26:25.819 straight line, but it's there. 00:26:26.604 --> 00:26:28.326 So you're drawing on a point that was 00:26:28.425 --> 00:26:31.147 my CSM talk that I did because we 00:26:31.188 --> 00:26:33.570 did a talk called Be a Brand, right? 00:26:33.911 --> 00:26:35.132 And what you're talking about is brand 00:26:35.172 --> 00:26:36.153 alignment too. 00:26:36.854 --> 00:26:39.536 If you want to be known as the 00:26:39.615 --> 00:26:42.959 facility for seeing athletes in your area, 00:26:43.400 --> 00:26:46.641 you're going to need – 00:26:44.881 --> 00:26:46.001 You're going to need hyper ice. 00:26:46.021 --> 00:26:48.222 You're going to need boots. 00:26:48.242 --> 00:26:49.423 You're going to need things like that. 00:26:49.503 --> 00:26:51.826 It's like it has to align because people 00:26:51.846 --> 00:26:53.886 are going to feel misalignments where if 00:26:54.086 --> 00:26:55.948 they come in and you're charging five 00:26:55.968 --> 00:26:57.388 hundred dollars for an evaluation and 00:26:57.409 --> 00:27:00.131 they're sitting on a folding chair in the 00:27:00.151 --> 00:27:02.352 waiting room and there's dust everywhere 00:27:02.913 --> 00:27:05.153 and like you've got no pictures or things 00:27:05.433 --> 00:27:08.016 like they're going to like like is this 00:27:08.375 --> 00:27:10.477 like it was great care. 00:27:10.597 --> 00:27:11.438 I really love that. 00:27:11.498 --> 00:27:12.259 But man, 00:27:12.479 --> 00:27:14.220 little they're not going to talk about it. 00:27:14.772 --> 00:27:15.173 Yep. 00:27:15.353 --> 00:27:15.713 Like this is, 00:27:15.733 --> 00:27:17.255 they might talk about negatively. 00:27:18.036 --> 00:27:19.797 This is show me, don't tell me. 00:27:20.196 --> 00:27:20.478 Yes. 00:27:20.698 --> 00:27:22.219 I was just interacting with someone on 00:27:22.259 --> 00:27:22.578 LinkedIn. 00:27:22.598 --> 00:27:23.779 I'm not going to call who they were. 00:27:23.901 --> 00:27:25.682 I think they, I think they mean well. 00:27:26.201 --> 00:27:26.843 Yeah. 00:27:26.863 --> 00:27:28.564 And they were talking about when people 00:27:28.624 --> 00:27:31.326 work there, when clinicians work there, 00:27:31.346 --> 00:27:33.468 they, they feel the mentorship, 00:27:33.488 --> 00:27:34.528 they distance this. 00:27:35.029 --> 00:27:36.750 And I sort of challenged this person and 00:27:36.790 --> 00:27:37.692 I don't really know. 00:27:38.031 --> 00:27:39.673 And I was like, Hey, this sounds great. 00:27:39.894 --> 00:27:41.154 Where can I see this? 00:27:41.255 --> 00:27:41.674 And they said, 00:27:41.714 --> 00:27:43.317 when people come in for an interview, 00:27:43.336 --> 00:27:43.436 they, 00:27:43.876 --> 00:27:44.778 we can show them. 00:27:44.998 --> 00:27:45.959 And I was like, my man, 00:27:46.499 --> 00:27:48.339 I'm already interviewing you on my phone. 00:27:48.881 --> 00:27:50.501 If I'm a clinician, I have choices. 00:27:50.942 --> 00:27:52.503 If I can't see it on your website 00:27:52.763 --> 00:27:53.644 or in your socials, 00:27:53.765 --> 00:27:54.924 it doesn't need to be slick. 00:27:55.625 --> 00:27:57.007 But I've worked with organizations where 00:27:57.027 --> 00:27:57.768 like, we do that. 00:27:57.867 --> 00:27:58.667 And I said, oh man, 00:27:58.788 --> 00:27:59.229 it's going to be, 00:27:59.568 --> 00:28:00.690 I sit back in my chair and I 00:28:00.710 --> 00:28:00.789 go, 00:28:00.809 --> 00:28:01.750 this is going to be an easy meeting. 00:28:01.971 --> 00:28:03.491 Can you just show it on the screen? 00:28:04.152 --> 00:28:05.472 Well, it's sort of here. 00:28:05.573 --> 00:28:06.294 It's implied. 00:28:06.374 --> 00:28:08.194 I'm like, my man, if it's implied, 00:28:08.275 --> 00:28:08.976 it ain't said, 00:28:09.215 --> 00:28:10.176 and you got to show me, 00:28:10.576 --> 00:28:11.198 don't tell me. 00:28:11.945 --> 00:28:12.185 Yeah. 00:28:12.746 --> 00:28:14.106 People need to see the process. 00:28:14.126 --> 00:28:15.366 People need to understand it. 00:28:15.406 --> 00:28:17.248 They need to know exactly what's going on. 00:28:17.688 --> 00:28:19.188 It needs to be in alignment. 00:28:19.268 --> 00:28:20.068 It needs to be in alignment. 00:28:20.348 --> 00:28:21.828 If you're telling me this is a premier 00:28:21.868 --> 00:28:24.809 experience and all those things aren't in 00:28:24.829 --> 00:28:25.450 alignment... 00:28:25.470 --> 00:28:26.750 It's just so funny to watch other 00:28:26.830 --> 00:28:30.071 organizations like hotels, spas... 00:28:32.536 --> 00:28:33.977 If you see one that gets it, 00:28:34.017 --> 00:28:34.237 I mean, 00:28:34.896 --> 00:28:36.377 I worked for an organization who would 00:28:36.417 --> 00:28:40.682 bring in the Ritz-Carlton management group 00:28:40.721 --> 00:28:42.363 every year, and they would just show you, 00:28:42.742 --> 00:28:42.962 it's like, 00:28:43.002 --> 00:28:44.564 why is Ritz-Carlton coming here? 00:28:44.584 --> 00:28:45.045 Right. 00:28:46.119 --> 00:28:47.820 We're healthcare providers because you're 00:28:47.840 --> 00:28:49.161 in a service business and you're not 00:28:49.201 --> 00:28:49.621 looking at it. 00:28:49.641 --> 00:28:51.122 Unreasonable hospitality. 00:28:51.501 --> 00:28:52.922 Unreasonable hospitality. 00:28:52.942 --> 00:28:53.982 Unreasonable hospitality. 00:28:54.343 --> 00:28:55.803 Should be part of our language. 00:28:55.903 --> 00:28:57.163 It's a service we're providing. 00:28:57.183 --> 00:28:57.884 It needs to be. 00:28:58.144 --> 00:28:59.003 So let's go the other way. 00:28:59.023 --> 00:29:00.424 Let's go contrarian take. 00:29:00.805 --> 00:29:03.326 What's the advice that PTs keep repeating 00:29:03.365 --> 00:29:06.226 about growth that you think is wrong? 00:29:06.586 --> 00:29:08.606 What is parroted or said a lot that 00:29:08.626 --> 00:29:10.508 you're like, I actually disagree, 00:29:10.748 --> 00:29:10.988 you know? 00:29:12.082 --> 00:29:12.542 Huh? 00:29:12.583 --> 00:29:13.403 Good question. 00:29:13.844 --> 00:29:14.064 I mean, 00:29:14.084 --> 00:29:17.888 the the just more patients is probably a 00:29:17.929 --> 00:29:18.269 lot. 00:29:18.729 --> 00:29:20.371 That's, that's the thing of like, 00:29:20.391 --> 00:29:22.012 we need to market to get more people 00:29:22.073 --> 00:29:23.875 in and all they talk about is there. 00:29:24.276 --> 00:29:26.357 But if I ask a clinician, it's like, 00:29:26.397 --> 00:29:27.920 what's the lifetime value of a customer? 00:29:29.166 --> 00:29:30.167 Most of them don't even know. 00:29:30.968 --> 00:29:32.750 Most of them have no clue, right? 00:29:33.390 --> 00:29:35.991 They're like, well, what do you mean? 00:29:36.432 --> 00:29:37.252 And it's like, well, 00:29:37.272 --> 00:29:38.653 they come in once for insurance and I 00:29:38.673 --> 00:29:40.194 see them for ten visits and it's like 00:29:40.255 --> 00:29:40.976 ninety seven dollars. 00:29:40.996 --> 00:29:41.516 So they're not. 00:29:42.156 --> 00:29:42.336 Yeah. 00:29:42.356 --> 00:29:42.737 But like, 00:29:43.317 --> 00:29:44.478 how often do they come back to you? 00:29:44.518 --> 00:29:45.378 Do they do other things? 00:29:45.459 --> 00:29:46.400 Are you offering them other things? 00:29:46.420 --> 00:29:46.559 Like, 00:29:46.579 --> 00:29:47.961 what's the lifetime value of a customer? 00:29:48.020 --> 00:29:49.142 They're like, I don't know. 00:29:49.761 --> 00:29:52.323 like don't you want more customers that 00:29:52.502 --> 00:29:54.364 like are more valuable instead of just 00:29:54.443 --> 00:29:56.483 more customers that are not that valuable 00:29:56.503 --> 00:29:58.305 for you because they don't understand the 00:29:58.345 --> 00:30:00.705 cost of customer acquisition so they just 00:30:00.726 --> 00:30:03.807 think get more customers in but at a 00:30:04.186 --> 00:30:06.446 most pts clinics are between a five and 00:30:06.467 --> 00:30:10.088 ten percent margin so you have almost no 00:30:10.128 --> 00:30:12.628 room to acquire the customer but imagine 00:30:12.689 --> 00:30:14.049 if like that margin was 00:30:15.173 --> 00:30:18.517 even twenty percent would be a huge value 00:30:18.557 --> 00:30:19.198 for it there. 00:30:19.357 --> 00:30:22.921 So I think the biggest thing is like 00:30:22.941 --> 00:30:26.284 just focusing on getting more is the 00:30:26.364 --> 00:30:26.785 issue. 00:30:28.405 --> 00:30:30.428 I think people need to specialize and 00:30:30.448 --> 00:30:31.128 niche down. 00:30:31.648 --> 00:30:33.191 I think they need to stand out. 00:30:33.691 --> 00:30:37.515 I think like this isn't a direct response 00:30:37.535 --> 00:30:38.015 to your question, 00:30:38.035 --> 00:30:39.737 but I think we're in trouble with AI 00:30:39.757 --> 00:30:39.916 that 00:30:40.257 --> 00:30:42.138 people are going to get a good enough 00:30:42.239 --> 00:30:44.901 answer for how to treat my achilles uh 00:30:45.141 --> 00:30:48.103 online here and if we're not providing 00:30:48.182 --> 00:30:50.305 something that's extremely more valuable 00:30:51.204 --> 00:30:53.807 people are just going to search for that 00:30:53.866 --> 00:30:55.969 and self-manage because why are they yeah 00:30:57.638 --> 00:31:00.383 Good enough, right? 00:31:00.962 --> 00:31:02.505 Unless you are remarkable or what you 00:31:02.525 --> 00:31:04.607 provide feels that way. 00:31:04.667 --> 00:31:06.250 Hey, listen, I could... I mean, 00:31:06.269 --> 00:31:07.010 this is years ago. 00:31:08.192 --> 00:31:10.555 I had books on triathlon training. 00:31:10.635 --> 00:31:11.477 I had those things. 00:31:11.517 --> 00:31:12.958 I bought them because they felt good. 00:31:13.479 --> 00:31:14.140 Yeah. 00:31:14.220 --> 00:31:15.481 And then I hired a coach. 00:31:16.929 --> 00:31:19.009 And then I had a better experience. 00:31:19.671 --> 00:31:21.211 But the book was thirty dollars and the 00:31:21.231 --> 00:31:22.012 coach wasn't. 00:31:22.393 --> 00:31:23.534 And I don't even remember what I what 00:31:23.574 --> 00:31:24.233 he charged me. 00:31:24.814 --> 00:31:26.935 But I felt I got this is that 00:31:26.976 --> 00:31:27.936 this is the money ball. 00:31:27.957 --> 00:31:28.076 Right. 00:31:28.376 --> 00:31:31.138 I felt I got more than I paid. 00:31:31.179 --> 00:31:33.140 I just want to make just make sure 00:31:33.160 --> 00:31:34.020 that's the math. 00:31:34.471 --> 00:31:34.830 Yes. 00:31:35.451 --> 00:31:35.672 Yep. 00:31:36.011 --> 00:31:38.452 So there's the value equation that we talk 00:31:38.472 --> 00:31:40.594 about in the webinar series about how to 00:31:40.673 --> 00:31:43.555 balance the equation now so that the value 00:31:43.575 --> 00:31:45.756 is perceived to be significantly higher 00:31:45.776 --> 00:31:46.536 than the cost. 00:31:46.796 --> 00:31:47.135 Bingo. 00:31:47.175 --> 00:31:47.856 When you do that, 00:31:47.957 --> 00:31:49.017 there's no need to sell. 00:31:49.616 --> 00:31:50.837 You just say, here's what you get. 00:31:51.519 --> 00:31:51.578 Oh, 00:31:51.679 --> 00:31:53.121 I cheat all the time when I talk 00:31:53.141 --> 00:31:53.461 to people. 00:31:53.520 --> 00:31:53.701 I go, hey, 00:31:53.862 --> 00:31:56.625 how many people in here have Amazon Prime? 00:31:56.664 --> 00:31:57.865 And of course, everybody in the room, 00:31:58.006 --> 00:31:58.626 it's cheap. 00:31:58.946 --> 00:32:01.210 And I go, I can't remember, 00:32:01.750 --> 00:32:02.510 what's it cost? 00:32:02.711 --> 00:32:04.053 And you get a bunch of people looking 00:32:04.093 --> 00:32:04.874 around the room. 00:32:05.034 --> 00:32:07.277 Oh, I think it's, hang on a second. 00:32:07.537 --> 00:32:11.060 You have a recurring debit from a company- 00:32:11.721 --> 00:32:15.346 And you are not sure what it costs. 00:32:15.807 --> 00:32:17.189 And then I tell them why, 00:32:17.209 --> 00:32:18.490 which is exactly what you said. 00:32:18.790 --> 00:32:21.294 It's because Amazon looks at value and 00:32:21.334 --> 00:32:22.675 cost like a seesaw. 00:32:23.317 --> 00:32:25.420 And a lot of us, myself included, 00:32:26.039 --> 00:32:27.741 used to focus just on the price. 00:32:28.282 --> 00:32:28.623 Yes. 00:32:28.702 --> 00:32:29.743 And Amazon said, 00:32:30.223 --> 00:32:31.644 I'm going to lose there because then 00:32:31.664 --> 00:32:32.945 that's what we call the race for the 00:32:32.965 --> 00:32:33.306 bottom. 00:32:33.365 --> 00:32:34.767 Then if we're focused on price, 00:32:35.126 --> 00:32:36.307 I want to be a better price. 00:32:36.448 --> 00:32:38.669 My price is lower than I need more. 00:32:38.828 --> 00:32:39.910 And that's a race to the bottom. 00:32:40.490 --> 00:32:42.791 Amazon and good brands focus on the other 00:32:42.832 --> 00:32:44.272 side, which is value. 00:32:44.553 --> 00:32:44.893 So, hey, 00:32:45.113 --> 00:32:47.335 you give us money and we give you 00:32:47.355 --> 00:32:47.474 value. 00:32:48.461 --> 00:32:49.281 Two-day free shipping, 00:32:49.541 --> 00:32:52.763 hassle-free returns, Amazon video, 00:32:52.864 --> 00:32:53.743 and this, and this. 00:32:53.804 --> 00:32:55.644 And they just keep saying, and, and, and, 00:32:56.005 --> 00:32:57.825 until your brain doesn't even know it's 00:32:57.845 --> 00:32:59.066 doing this math, and it just goes, 00:32:59.766 --> 00:33:00.726 got it. 00:33:00.746 --> 00:33:02.007 I don't even care what you think it's 00:33:02.027 --> 00:33:03.487 going to cost or what you're telling me. 00:33:03.967 --> 00:33:04.508 I already know. 00:33:04.768 --> 00:33:06.647 You're going to take that membership out 00:33:06.667 --> 00:33:08.469 of my cold, dead hands. 00:33:08.828 --> 00:33:10.849 Stop focusing on the wrong side of the 00:33:10.869 --> 00:33:11.670 seesaw. 00:33:11.789 --> 00:33:12.630 Yeah. 00:33:12.710 --> 00:33:15.490 Almost nobody is doing a cost-benefit 00:33:15.530 --> 00:33:17.031 analysis of their Prime membership. 00:33:17.930 --> 00:33:18.451 Correct. 00:33:18.810 --> 00:33:19.152 Correct. 00:33:19.172 --> 00:33:20.554 They're doing it in their brain without 00:33:20.594 --> 00:33:21.434 thinking about it. 00:33:22.455 --> 00:33:23.637 It's not there. 00:33:23.657 --> 00:33:24.057 It's here. 00:33:24.077 --> 00:33:24.838 It's in their gut. 00:33:25.059 --> 00:33:28.483 People buy on emotions more so than they 00:33:28.523 --> 00:33:30.125 buy on hard facts. 00:33:30.145 --> 00:33:32.148 So let's stop trying to put it hard 00:33:32.169 --> 00:33:34.011 facts and commoditizing what we do. 00:33:34.567 --> 00:33:34.728 Well, 00:33:34.807 --> 00:33:36.029 you can get me on a soapbox because 00:33:36.049 --> 00:33:37.932 this is also when you're trying to make 00:33:37.972 --> 00:33:38.713 health decisions. 00:33:38.753 --> 00:33:40.296 If you statistic, statistic, 00:33:40.336 --> 00:33:42.278 statistic me to death, my brain turns off. 00:33:42.298 --> 00:33:42.960 Yeah. 00:33:43.059 --> 00:33:46.045 People make decisions to buy or do things 00:33:46.244 --> 00:33:49.088 or marry people based on emotions. 00:33:49.549 --> 00:33:50.351 And then... 00:33:51.132 --> 00:33:53.913 We create a logical backstory for 00:33:53.993 --> 00:33:55.134 ourselves and others, 00:33:55.375 --> 00:33:57.096 but it is not the other way around. 00:33:57.257 --> 00:33:58.136 It is not logic. 00:33:58.297 --> 00:33:59.298 We are big, dumb animals. 00:33:59.538 --> 00:34:00.878 It is not logic and emotion. 00:34:00.939 --> 00:34:02.820 It's emotion and animal, and that's okay. 00:34:03.161 --> 00:34:03.922 It's not going to change. 00:34:04.281 --> 00:34:05.742 Recognize it and embrace it. 00:34:07.203 --> 00:34:08.224 And that is understanding how your 00:34:08.304 --> 00:34:09.284 audience communicates. 00:34:09.545 --> 00:34:10.085 Emotion. 00:34:10.365 --> 00:34:12.027 Talk about emotions. 00:34:12.068 --> 00:34:12.447 Yes. 00:34:14.275 --> 00:34:15.735 All right. 00:34:16.356 --> 00:34:18.657 Here's the last question before we do a 00:34:18.717 --> 00:34:19.217 parting shot. 00:34:19.659 --> 00:34:23.280 You're stuck in an elevator with a second 00:34:23.300 --> 00:34:24.322 year PT student. 00:34:24.461 --> 00:34:25.902 So they're halfway through. 00:34:25.922 --> 00:34:27.123 We'll say they're halfway through PT 00:34:27.143 --> 00:34:27.384 school. 00:34:27.403 --> 00:34:28.105 Stuck in an elevator. 00:34:28.385 --> 00:34:29.746 You got sixty seconds. 00:34:31.047 --> 00:34:32.987 What do they need to understand about 00:34:33.208 --> 00:34:36.070 business before they graduate? 00:34:36.090 --> 00:34:37.391 So you know that they're a second year 00:34:37.431 --> 00:34:39.452 student and I'll give you a softball on 00:34:39.472 --> 00:34:39.773 this one. 00:34:39.913 --> 00:34:41.074 They want to treat runners too. 00:34:41.134 --> 00:34:42.815 So they're like, it's like Doug's jam. 00:34:45.039 --> 00:34:45.699 Yeah. 00:34:45.739 --> 00:34:46.041 You know, 00:34:46.081 --> 00:34:48.081 this was in our like prep and I 00:34:48.181 --> 00:34:49.862 wrote something good down and I'm drawing 00:34:49.902 --> 00:34:52.204 a blank on what it was like. 00:34:52.304 --> 00:34:52.905 Oh, I like that. 00:34:52.925 --> 00:34:54.304 I'm going to remember that for that. 00:34:54.806 --> 00:34:55.766 And first of all, 00:34:55.806 --> 00:34:57.947 I think I'll half answer for you. 00:34:58.188 --> 00:34:58.427 First, 00:34:58.568 --> 00:35:01.650 understand it is a business like you have 00:35:01.670 --> 00:35:02.989 to understand you need to operate like a 00:35:03.050 --> 00:35:05.271 business or it's going to run you. 00:35:05.351 --> 00:35:06.731 So you either run the business or the 00:35:06.793 --> 00:35:07.532 business runs you. 00:35:07.552 --> 00:35:09.574 And trust me, you don't want that. 00:35:09.614 --> 00:35:10.934 You don't want the business running you. 00:35:11.630 --> 00:35:12.710 I think I would throw, 00:35:12.931 --> 00:35:14.411 instead of giving them advice, 00:35:15.152 --> 00:35:16.974 I would go to them and say, 00:35:17.635 --> 00:35:18.576 why should they see you? 00:35:20.898 --> 00:35:21.117 Say, 00:35:21.498 --> 00:35:23.199 if you can't tell me why they should 00:35:23.239 --> 00:35:23.780 see you, 00:35:24.701 --> 00:35:26.481 then you're never going to be able to 00:35:26.521 --> 00:35:27.302 do what you want to do. 00:35:27.884 --> 00:35:28.983 You need to be able to tell me 00:35:29.003 --> 00:35:31.567 in one to two sentences why they're going 00:35:31.606 --> 00:35:32.047 to see you. 00:35:33.168 --> 00:35:34.489 And if you do that, 00:35:34.909 --> 00:35:36.570 you're not going to have what you want 00:35:36.590 --> 00:35:36.771 there. 00:35:37.188 --> 00:35:38.849 If you can't tell me why I should 00:35:38.869 --> 00:35:39.349 see you, 00:35:39.829 --> 00:35:42.351 are we shocked when people don't pick you 00:35:42.692 --> 00:35:43.293 around? 00:35:44.253 --> 00:35:44.434 You know, 00:35:44.494 --> 00:35:46.074 I call it the sea of sameness. 00:35:46.594 --> 00:35:47.996 You look at websites and you look at 00:35:48.036 --> 00:35:48.516 branding. 00:35:48.536 --> 00:35:48.956 You're like, well, 00:35:48.976 --> 00:35:51.079 this feels safe because it sounds like 00:35:51.119 --> 00:35:51.840 everybody else. 00:35:51.880 --> 00:35:52.960 Well, everybody else is doing it. 00:35:53.240 --> 00:35:55.001 So I'll blend in my man. 00:35:55.521 --> 00:35:56.402 Twenty twenty six. 00:35:56.523 --> 00:35:57.623 Can't afford to blend in. 00:35:57.664 --> 00:35:58.164 You can't. 00:35:58.364 --> 00:35:59.085 You can't do it. 00:35:59.105 --> 00:35:59.224 Yeah. 00:35:59.425 --> 00:36:01.586 You got to stand out. 00:36:01.606 --> 00:36:01.786 All right. 00:36:01.806 --> 00:36:02.487 Parting shot. 00:36:03.188 --> 00:36:03.568 Everything. 00:36:04.329 --> 00:36:05.230 Every time we do an episode, 00:36:05.250 --> 00:36:05.831 we do a parting shot. 00:36:05.851 --> 00:36:06.150 Here it is. 00:36:07.983 --> 00:36:09.126 This is The Parting Shot. 00:36:09.666 --> 00:36:11.068 One last mic drop moment. 00:36:11.728 --> 00:36:12.550 No pressure. 00:36:12.989 --> 00:36:15.092 Just your legacy on the line. 00:36:16.362 --> 00:36:18.284 uh parting shot brought to you by empower 00:36:18.385 --> 00:36:20.425 emr built by pts who were tired of 00:36:21.086 --> 00:36:23.449 slow documentation clunky workflows learn 00:36:23.469 --> 00:36:25.690 more at empoweremr.com they'll give you 00:36:25.710 --> 00:36:27.251 the full demo sharif will take good care 00:36:27.271 --> 00:36:28.672 of you over there uh plus our friend 00:36:28.713 --> 00:36:31.976 sarah health uh the remote care platform 00:36:32.096 --> 00:36:33.818 helping clinics increase revenue without 00:36:33.838 --> 00:36:36.219 adding staff sarah automates daily patient 00:36:36.239 --> 00:36:37.440 check-ins via text 00:36:38.378 --> 00:36:38.958 Do the math on that. 00:36:38.978 --> 00:36:39.679 That means no app. 00:36:39.920 --> 00:36:40.900 That means I don't have to remember one 00:36:40.940 --> 00:36:41.561 more password. 00:36:41.661 --> 00:36:41.981 Great. 00:36:42.041 --> 00:36:42.722 It's just texts. 00:36:44.342 --> 00:36:46.585 Just better outcomes and reimbursable RTM 00:36:46.744 --> 00:36:47.664 between visits. 00:36:47.985 --> 00:36:49.967 Visit them at sarahhealth.com. 00:36:50.007 --> 00:36:52.989 It's S-A-R-A health.com. 00:36:53.289 --> 00:36:53.969 All right. 00:36:54.530 --> 00:36:55.530 You've been on the show before, 00:36:55.570 --> 00:36:56.451 so you've done Parting Shot. 00:36:56.710 --> 00:36:58.913 Do you want a wide open Parting Shot, 00:36:58.932 --> 00:36:59.652 or do you want me to give you 00:36:59.672 --> 00:37:00.233 a question, 00:37:00.273 --> 00:37:01.514 like a batting practice question? 00:37:02.574 --> 00:37:03.175 Go wide open. 00:37:03.195 --> 00:37:04.096 Let's go big. 00:37:04.135 --> 00:37:04.356 All right. 00:37:04.396 --> 00:37:04.737 Go with it. 00:37:04.797 --> 00:37:05.617 Parting Shot, what do you got? 00:37:09.672 --> 00:37:09.813 Wait, 00:37:09.833 --> 00:37:11.153 this is where I ask you a question, 00:37:11.193 --> 00:37:11.414 right? 00:37:11.514 --> 00:37:12.155 No, no, no. 00:37:12.434 --> 00:37:13.416 I'll ask you one. 00:37:13.695 --> 00:37:14.076 Here it is. 00:37:14.175 --> 00:37:16.338 If a clinic owner is listening right now, 00:37:16.438 --> 00:37:18.139 is busy, tired, 00:37:18.239 --> 00:37:19.960 wondering why revenue isn't matching the 00:37:20.041 --> 00:37:21.402 effort, because that's what we see, 00:37:21.782 --> 00:37:23.083 I'm busy. 00:37:23.123 --> 00:37:24.503 But how come these things aren't changed? 00:37:24.543 --> 00:37:25.364 Busy feels good. 00:37:25.764 --> 00:37:28.487 What's the first uncomfortable decision 00:37:28.887 --> 00:37:30.867 they need to make this month if they're 00:37:30.887 --> 00:37:33.050 just caught on the hamster wheel? 00:37:33.150 --> 00:37:34.311 What patience to fire. 00:37:37.949 --> 00:37:39.371 These are the ones that I need to 00:37:39.391 --> 00:37:39.931 get rid of. 00:37:40.512 --> 00:37:42.757 These ones are not helping me get to 00:37:42.797 --> 00:37:43.297 my goal. 00:37:43.699 --> 00:37:45.621 I need to eliminate them so that I 00:37:45.641 --> 00:37:47.744 can add the people that value what I 00:37:47.784 --> 00:37:47.885 do. 00:37:49.076 --> 00:37:50.536 It's counterintuitive, 00:37:51.358 --> 00:37:52.759 but I need you to lean into that 00:37:53.318 --> 00:37:55.139 uncomfortable question and answer, 00:37:55.481 --> 00:37:57.262 but which patients to fire. 00:37:57.842 --> 00:37:59.422 It's also good for the patient. 00:37:59.543 --> 00:38:02.065 If you're not like, look, it's your, 00:38:02.284 --> 00:38:03.465 it's sort of your duty, right? 00:38:03.525 --> 00:38:05.186 Like I'm not the best for you. 00:38:05.206 --> 00:38:05.887 You're not the best for me. 00:38:05.907 --> 00:38:06.628 This isn't a good fit. 00:38:07.248 --> 00:38:08.369 We're not going to work together. 00:38:08.389 --> 00:38:09.610 All right. 00:38:09.630 --> 00:38:10.391 Part one in a, 00:38:10.550 --> 00:38:11.632 in a four part series, 00:38:12.032 --> 00:38:16.135 run dna.com and click on webinars and just 00:38:16.175 --> 00:38:17.195 sign up for all four. 00:38:17.255 --> 00:38:17.396 Right. 00:38:17.416 --> 00:38:17.536 I mean, 00:38:17.576 --> 00:38:18.376 you're not going to want to miss any 00:38:18.396 --> 00:38:18.597 of these. 00:38:19.132 --> 00:38:21.715 Yeah, I think in the webinar we have, 00:38:21.896 --> 00:38:22.056 yeah, 00:38:22.076 --> 00:38:23.436 we have the link for all four of 00:38:23.458 --> 00:38:23.938 them there. 00:38:25.259 --> 00:38:25.440 Yeah, 00:38:25.599 --> 00:38:26.860 this is what we roll out with our 00:38:26.900 --> 00:38:29.202 customers on a much quicker scale, 00:38:29.242 --> 00:38:31.025 but we're like giving a little peek behind 00:38:31.045 --> 00:38:31.485 the curtain there. 00:38:32.230 --> 00:38:34.010 This is not on the syllabus, 00:38:34.210 --> 00:38:35.152 which is exactly. 00:38:35.211 --> 00:38:35.791 And listen, hey, 00:38:36.273 --> 00:38:37.813 if you want to be a staff clinician, 00:38:37.954 --> 00:38:38.454 that's good. 00:38:38.474 --> 00:38:39.474 Yeah. 00:38:39.554 --> 00:38:41.295 If you're even thinking about a business 00:38:41.356 --> 00:38:43.597 or you're in business and business owners 00:38:43.637 --> 00:38:45.237 are like this, I've noticed this anyway. 00:38:45.498 --> 00:38:46.858 They'll read a book about business. 00:38:46.878 --> 00:38:47.418 They'll listen to it. 00:38:47.438 --> 00:38:48.460 But like, they're just like, OK, what? 00:38:48.760 --> 00:38:50.001 Knowing that I'm going to listen for forty 00:38:50.021 --> 00:38:50.961 five minutes, I'm going to pick up three. 00:38:51.222 --> 00:38:51.521 Got it. 00:38:51.601 --> 00:38:51.862 Got it. 00:38:51.902 --> 00:38:52.121 Got it. 00:38:52.141 --> 00:38:52.282 Got it. 00:38:52.302 --> 00:38:54.023 The little thing about Chip and Dan Heath. 00:38:54.063 --> 00:38:54.324 Got it. 00:38:54.344 --> 00:38:54.543 Got it. 00:38:54.583 --> 00:38:55.264 How do I apply? 00:38:55.784 --> 00:38:56.885 This is going to be one for you. 00:38:57.465 --> 00:38:58.405 Doug, love to see it. 00:38:58.826 --> 00:39:00.126 And I'll be tuning in. 00:39:00.186 --> 00:39:00.947 I'll be in the audience. 00:39:01.545 --> 00:39:01.905 Awesome. 00:39:02.284 --> 00:39:03.445 Jimmy, thank you as always. 00:39:03.525 --> 00:39:04.346 Always a pleasure. 00:39:04.425 --> 00:39:05.266 Great conversation. 00:39:05.306 --> 00:39:06.146 Appreciate you having me on. 00:39:06.166 --> 00:39:06.927 All right, man. 00:39:06.947 --> 00:39:08.306 See you this week. 00:39:08.706 --> 00:39:09.807 That's it for this one. 00:39:10.047 --> 00:39:11.708 We're just getting warmed up. 00:39:12.208 --> 00:39:13.068 Smash follow, 00:39:13.128 --> 00:39:14.969 send it to a friend or crank up 00:39:15.009 --> 00:39:15.989 the next episode. 00:39:16.510 --> 00:39:17.550 Want to go deeper? 00:39:17.889 --> 00:39:21.931 Hit us at pgpiecast.com or find us on 00:39:21.972 --> 00:39:24.512 YouTube and socials at pgpiecast. 00:39:24.932 --> 00:39:27.213 And legally, none of this was advice. 00:39:27.273 --> 00:39:28.893 It's for entertainment purposes only. 00:39:30.682 --> 00:39:31.324 See, Keith? 00:39:31.483 --> 00:39:32.565 We read the script. 00:39:32.826 --> 00:39:33.487 Happy now?