Broadcasting way too early from three
separate Wi-Fi connections.
It's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
All right, good Thursday morning to you.
Welcome to PT Breakfast Club,
the only morning show where physical
therapists, clinic owners,
and rehab rebels gather twice a week to
talk about the business of keeping humans
moving.
I actually wrote down a note from last
episode,
so I actually know what we're talking
about today, which is rare.
That's a lie.
I just went back to a transcript of
the last episode and asked ChatGPT what
the hell we were talking about.
Today,
we're digging into the big business idea
that came out of last show.
How do you spot the
as the two hundred and fifty dollar
patient because the truth is some patients
come in for six visits and disappear and
that's okay others stay with your clinic
your business for years they bring their
spouse they tell their co-workers they
bring their kids soccer
Time to become the people who generate the
most revenue and the most referrals.
Here's the twist.
Every clinic only has three ways to make
money.
I want to reiterate this.
This is one of my most watched videos
on YouTube.
Remember,
you can find more people to help.
We focus on that one a lot,
I think, Dave Kittle.
Find more people.
We need more people.
The industry does, yes.
Find more people.
Get more people.
There are only two other ways to do
it.
Help the same people more often.
Help the same people that you found with
more things.
That's it.
I want to simplify it.
I got so many great comments from that
little reel that I made on my back
deck last summer.
I need to reshare that thing.
But before we kick in,
how are you doing today?
I'm great.
I know we're talking about patient client
payments.
We're talking about money.
I got my green polo money shirt on
ready for this.
So you think about your outfit.
I pick what is physically closest.
Oh, not usually, but today I did.
Okay.
We are one Tony Light.
He will be back next week.
He's running some sort of business,
which he's got there in Ohio.
Oh, PT practice.
That's right.
He's probably got us on in the background.
He's probably teaching his patients the
lessons that we're looking at today.
So today we're actually asking,
can you identify those patients today?
This was prompted by last episode, Dave,
where you talked about this one patient
who, I mean, you said,
and it wasn't a flex.
It's just, let's talk about real numbers.
This person has generated seventy grand
over the last couple of years and has
the means, sees the value.
And after they give you money and get
this, they are happy and happy.
They don't have to come back.
This isn't a stick up.
Right?
They understand the price.
They're not surprised.
They want more.
They want Mo.
So the question is,
how do you identify those patients early?
And if you can,
what should you do differently once you
spot them?
We also want to make sure that this...
And Tony pointed out in the group chat
before the show,
he's busy running his insurance-based
practice or mostly insurance-based
practice.
This works for both.
This is not just for...
concierge pain relief clinics of the
world.
This is human psychology.
This is human psychology plus human
economics.
So let's get this going.
Do you want to make sure that we
get paid?
Because if you're going on a podcast,
you have to make sure you get paid
for your sponsors.
So today,
our sponsor is the Range of
Motion-O-Matic.
This episode brought to you by Range of
Motion-O-Matic,
the world's first automatic range of
motion training device.
All you have to do, Dave,
is strap your patient in,
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it actually says full send, full send.
I don't know.
Do the stretching for you.
Tight shoulders.
Ranger Motion-O-Matic.
Frozen hips?
Rahm-O-Matic.
Ankles that move like concrete?
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since nineteen ninety seven.
Rahm-O-Matic because if it clicks,
it's probably working.
Go to Rahm-O-Matic dot com.
What do you think of the graphic there,
Dave?
I told it to give me nineteen nineties
infomercial vibes.
How does that look?
I think it's pretty on target.
I was going to say late eighties,
nineties.
Yeah.
Perfect.
Marshall's perfect.
All right.
So that's the Robo medic.
That's what we're dealing with.
That's what we're dealing with today.
Okay.
And the, the,
the headline or the sub headline there,
set it and regret it, which is hilarious.
You said it and regret it.
You'd regret not owning this piece of
equipment.
Look at that red,
look at that red button.
Like it just looks like a Commodore
sixty-four kids.
A Commodore sixty-four is like a
PlayStation, but bad.
Okay.
So now,
Some patients come in for six visits,
pain relief, discharge, gone forever.
Some stay connected to your clinic for
years.
If you run a clinic or you worked
in a clinic, you know these people.
I call them frequent flyers.
I call people who help you keep a
clinic float.
How do you spot them right now?
There's the million dollar question.
Ten years from now,
you can look back at the data.
But how do you spot them preemptively?
And would you do something differently?
We had Ben call in and we'll put
the phone number up on the screen in
case people want to call and give
suggestions or you can drop comments.
We have some comments coming in.
I'll put them on the screen about some
suggestions of what to do with people like
this, like sort of a reward.
Right.
You come in often.
I mean,
I used to live in South Carolina.
The restaurant manager saw me and my dad
coming and we're like, those guys,
cheesecake all the time.
Free cheesecake.
Those guys are great.
What are you guys drinking tonight?
Cheesecake.
That made us feel something, right?
Jon Taffer talks about this all the time.
I love it.
We'll dig into that too.
There are just as a teaser,
as a little hook,
I know we're kind of into the show
already, but there are certain,
what I've seen,
certain diagnoses or conditions or certain
avatars, certain type of clients,
certain types of services that you're
delivering that tend to want to spend more
over time and stay with you as opposed
to not.
Some of them I think are obvious.
Some of them are a little less obvious.
We can get into it a little later.
I think we should start with that because
how do you spot these people?
How do you do it?
And then we're going to have some
celebrity insights from some professionals
in different worlds of marketing and
psychology.
But what do you do, if anything?
How do you do this?
I never thought about this when I was
in a clinic.
This never dawned on me because I was
a staff clinician and I was just excited
to have a person in front of me.
Great.
Well, so first of all, disclaimer,
we're not treating anyone differently than
anyone else, right?
We're not picking and choosing.
It's not like I'm going to treat someone
who's like Tony Meritato any different
than Jimmy McKay if we were treating both
of them.
We're not going to treat them any
different.
However, typically,
if someone is going to spend fifteen,
twenty thousand dollars a year or
something like that with us,
and they're spending or they spent twenty
or thirty thousand dollars total over
whatever amount of time or more.
Typically it's someone who's older.
They have some amount of discretionary
income,
or we've had this situation where it's
someone who's also usually older.
So it's in general,
like the older someone is,
the more that they are investing in their
health and wellness.
They care more about longevity.
They care more about going from episodic
physical therapy to, oh, you know what?
I want to keep you around.
And then that physical therapist is now
like a combination of physical therapist,
health coach, personal trainer,
for lack of a better word.
wellness, performance training,
lifestyle modifications,
all of that wrapped into one person.
And it's kind of like, okay,
well you got me out of the episodic
neck pain or back pain,
whatever it might be.
And now I would like for you to
continue, you know, week by week.
And then it just kind of continues over
time.
Now there's like usually smaller goals set
up in between.
Like I want to be able to,
the client wants to be able to
walk outside and get safely in and out
of an Uber or a cab or something
like that.
And then it's like,
I want to be able to get back
to getting the newspaper or walking to a
friend's or shul or church or whatever,
like the socialization point is in the
neighborhood.
Then that's the goal.
Or walk around the, get to Central Park,
first of all.
Then it's walk up the steps at the
reservoir.
And then it's walk around the Jacqueline
Onassis Reservoir in Central Park.
So it's like, it's a,
it's a type of person too,
that like they're motivated.
We're making incremental,
we're hitting incremental goals over time.
And they're, and they just are like, okay,
well obviously I like and know and trust
this person.
They helped me with the last goal or
two.
And it's like,
I might as well just keep them around
to continue this.
Then it's, then it's getting them back to,
right.
golfing in their you know putting in their
living room and then it's getting back to
the golf simulator to chip and then it's
getting back into the golf simulator to
drive the ball you know not just chipping
but um you know driving and and ripping
off the tee so those are the types
of folks condition wise it's usually some
combination of balance gait it's some
neurological conditions typically but not
always sometimes it's um
someone who had a hospitalization and then
we're seeing them initially when they're
like coming out of that,
like they're like the first week home from
a hospitalization or a big procedure,
like a brain surgery, a heart surgery,
a total joint, spine surgery,
or it was a fall.
Those are the types of folks.
It's usually not a twenty-year-old that
has an ankle sprain.
Though for us,
like I'm not saying this works for this
does not work for everyone.
So a twenty year old with an ankle
sprain is not most likely even in New
York City, not going to spend ten, twenty,
fifty,
seventy thousand dollars with us
typically.
So I'm going to do avatars.
Because this is best to guess, right?
There's no magic question,
but questions can be magic.
So I'm going to break it down to
the three avatars.
I sat here at my coffee this morning
and I said,
how would I look for these people?
The third one I'll give you is very
counterintuitive.
And it made me go, huh,
I wouldn't have thought that.
But now looking at it, I did.
So that's number three is
counterintuitive.
Number one is the identity builder.
You touched on it a second ago.
I just want to put a name to
it.
The identity builder is I'm a runner.
They have an identity built in.
I am a runner.
Hi, I'm Jimmy.
I'm a runner.
I can't run right now.
That's not okay.
Those two things are not in alignment.
So I can't run.
I'm looking at you.
Can you help me run?
I need to go with you, through you,
to you.
And currently right now, I can't run.
All I want to do is get back
to running or golf or whatever it is.
You spot that person,
and I want to make sure we have
tactical things.
So this is what you should look for.
I want to play Chris Voss now.
Listen for things like...
I'm working on this.
And then they're like,
they're watching you.
I'm working on that.
I'm doing this now.
I bought this thing.
I changed my shoes.
And they're looking for like,
what are you talking about?
Validation.
Questioning.
Or to shut something down.
Yes.
They're putting this there.
And at first...
You might look at that as like they're
confronting me.
No.
A lot of the times what they're doing
is they're going, I'm doing this.
What are your thoughts on that?
That's how people, some people interact.
That's how I interact.
So I'm doing this.
Here I am.
You know my foot.
You've seen my Ramamatic and it's not
good.
I bought this thing on the internet.
What do you think?
They're not questioning you.
They're not questioning you or your
knowledge or science.
They're going, I'm doing this.
You think they want our input?
Yes.
Underrated, overrated.
Like you should play underrated,
overrated with your patients.
There we go.
That's great because that's really what
they're looking for.
Insight.
So I'm working on this.
What do you think about that?
I'm trying to stay ahead of this injury.
Like they're coming in with,
wherever they are,
they're like at a two and they're like,
I don't want this to get to an
eight because in my brain,
eight means I stopped running.
I am a runner.
Yes.
We're at a two.
I don't want a four because an eight
means I stopped running.
So they're asking questions that might
sound like they're challenging you.
They're not.
They begin to see themselves as someone
who invests in their body.
That's an identity builder.
I'm a runner.
This is what I do.
And if this keeps going,
I won't be able to do that.
And then what am I?
So look for, that's the first avatar,
the identity builder.
The second, this one is very obvious.
The third I'll get to is counterintuitive.
This one is obvious in my mind,
the referrer.
Some people like to be connectors.
I am a connector.
That's part of my identity.
I built a Facebook group, Dave.
You know this.
And the name of the Facebook group is
PT to PT Referrals.
That's the gag.
It costs you zero dollars.
I got tired of seeing people in other
Facebook groups all over the place
going...
Hey,
I got a patient who's moving a date
in Ohio.
Anybody know someone?
I was like, this is a common question.
I'm going to create a Facebook group.
Now that's the only thing you're allowed
to do in it.
I kick you out if you post crap
that isn't that.
That group, by the way,
has made me like, I told you before,
I think I've made like ten or twenty
thousand dollars in top line revenue from
that group.
Fantastic.
From referrals.
Here's what I found.
From people that probably wouldn't have
found me any other way.
All I care about is someone found someone
else who's good.
The right person in less time who's good.
That's all I care about.
So avatar number two is the referrer.
They send you a spouse, a coworker,
a buddy, a friend.
They like to be the person in the
office when someone's like,
my back's really... It's like, oh,
I got a guy.
His name's Dave.
He hooked me up good.
That person.
Hug that person.
When a random person comes in,
you're like, and you should be asking,
hey, how'd you hear about us, man?
Was it the Google box?
Was it AI?
What'd you get?
Was it the park bench that Dave's
advertising on like this?
No.
My buddy, Steve,
he's in my office downtown.
He told me to come see you.
Great.
I don't know, man.
Maybe in your EHR,
like the guy who sent us likes...
Starbucks, old fashions, whatever.
Hey, man.
Thanks.
Appreciate that.
A little like a like a twenty dollar.
I see you.
See you, man.
At that point,
you're not just their clinician.
They've got you on speed dial.
You're their trust.
You're my guy.
Like if somebody has a car problem in
my town, I'm like, Justin,
don't go to anybody.
Go to Justin.
Just Justin.
Why?
Because I trust him.
That's what you're looking for.
So that's Avatar, too.
By the way, that type of person,
that's the connector that someone else in
the office says that they have back pain.
And then you're like, oh, I mean,
you have to go see Tony Maritato.
He's the best for...
I know he doesn't really like back pain,
but if he traded back pain like he
used to, oh man,
you got to go see Tony Maritato.
He's great.
The person that is making the referral,
that's putting themselves out there and
saying like,
you got to go see my guy,
Tony Maritato.
There is some...
status around that like they they their
their ego gets boosted because they have
they have the intel that the other person
they have some secret information which is
i have this great physical therapist that
is as excellent or like they don't really
advertise because they don't need to and
they they do something special right
whether it's like for us like sometimes
it's like high profile people or
celebrities or whatever sometimes or
And Tony,
it might be like someone could say,
you got to go see Tony Meritato because
he's like the most popular knee
replacement physical therapist on Facebook
and YouTube.
He gets millions of views.
I went to him.
Don't even balk it.
Just go.
And now that person gets validation.
They feel better about themselves because
they're
They helped,
and they know that Tony is not going
to let them down and make them look
bad.
Yes, yes.
They trust you so much,
they can't wait to be.
And it's also part of them.
These people don't do it for a referral
payment.
They don't.
I did this yesterday.
I won't say with who,
but I was like, hey, man,
we got on a call,
and I was like, oh,
I know three people that can help you.
I don't know if they will,
but from what you just told me,
call these three people or, hey...
I'll email them and CC you on it.
Is that cool?
And they were like,
you'll do that for us?
I'm like, yes, I like being helpful.
Look for these people.
Those are the referrers.
The third avatar.
This sounded counterintuitive.
This sounded opposite.
And then I realized it was my own
emotion keeping it out.
The question asker.
This is different than the identity
builder.
They are also asking questions.
But this person at first feels more...
combative with it like you might be like
well why is this this person is testing
me you as the clinician might feel this
person is testing me they're not so
they're asking things like why does this
keep happening what should i be doing long
term how do i prevent this they might
feel a little spicier questions or or more
or rapid fire than just the identity
builder right the identity builder is
talking about them
I'm a runner.
What should a runner be doing?
Where the question asker is like,
why does this happen?
Why do people get this?
They're asking broader questions.
This sounds like they're questioning you
as a clinician.
They're not.
They are the question asker.
They want understanding,
not just treatment.
Here's the thing.
If you keep playing a game of tennis
with them,
the goal is not slam the ball and
get it past them and win.
Just ping pong it.
Let's get it to the other side.
The goal is not put the seventy eight
page CPG in front of him and be
like,
I'm doing this because of page twenty six,
twenty eight and twenty nine.
That's not a win.
The goal is not to win against the
question asker.
The goal is to answer their questions.
Every time you answer a question and
they're satisfied and they might Google it
and be like, oh yeah, he's right.
Every time you do that,
it's another brick that you're building in
this castle of trust.
I'm using metaphors today.
Tony would love this.
They go from, this is their journey,
they go from curiosity to ownership to
adherence to long-term relationship.
The question asker is harder to win over.
The game is not slam the ball by
them.
The game is just keep going with them.
If you don't know,
do not fake it with the question asker.
Everything's gone if they find out you're
lying or making something up.
Be truthful in the long game over and
over with a question asker,
and then that person will become a
long-term relationship.
So those are three.
There are probably more avatars,
but those are the three that I came
up with as I was sitting here this
morning thinking about them.
Ben is saying – hold on.
Ben is saying –
You have to get them in like same
day and don't.
Oh, yeah.
I think he was saying this with if
someone like if I'm like, oh, my guy,
my guy's Tony.
You got to go see Tony.
Like if someone calls me, hey,
Tony said I should come see you.
I think that's what Ben is responding to.
You got to get them in.
Because you have to like now make it
look like Jimmy sent me here.
Oh, Jimmy sent you?
I'll get you ready.
Don't worry about it.
Let me open this side door.
Don't come in the front door.
That's for everybody.
You're going to go in the side.
I got to use this code,
go in the side door.
Yes.
Agreed, Ben.
And that costs you nothing.
That costs you maybe rearranging your
schedule a little bit,
which sucks a little bit.
It's a little bit.
It's worth it.
He's right.
So the thing, yes,
we absolutely pride ourselves in being
prompt.
we want to get someone in the same
day, just like Ben said.
The challenge for practice owners and
business owners,
at least for me out there,
is that I am not trying to have
any more new patients.
So sometimes I'll get a referral and it'll
be like someone who already had my phone
number, right?
So they send me a text and they'll
send like a joint email
text intro without me without even a heads
up sometimes or it's an email intro or
whatever or or someone someone calls or
texts my personal phone number which is
fine because that means that that means
the existing clientele felt comfortable
enough to share my information and i
probably said at some point it's it's okay
to do that or whatever
And then when that person says, oh,
I get a phone call or a text
from Tom and Tom's like, oh man,
Anthony said you're the best and he knows
you and all that.
I have back pain or whatever.
So for me, it's like, I'll handle it,
but I'll have to let them know right
up front that it's not going to be
me treating them.
Cause I, again,
I'm trying to grow the practice.
I'm trying to grow the business.
So I,
the thing with Ben said is I,
I do pawn them off to another PT
because I'm,
I'm saying I'm not treating that area
anymore.
Dr.
Andrew or whoever is treating that area.
You shouldn't say that.
Rory Sutherland would tell you not to say
that.
They would say, hey, man, I got you.
You're doing low back.
I got to be honest with you, though.
I'm pretty good at back.
I got a new guy on my team,
though.
Just stole him from a practice across
town.
This guy's elite at backs.
I'm going to put you with him if
that's cool.
Do you know what I mean?
Stupidly dumb.
Rory Sutherland's all about the framing.
We'll get to that because I'll bring in
some celebrities.
But yes, exactly.
But you never say no.
You just keep the red carpet thing.
Hey, I don't have a table.
It was great, right?
I can never...
All these movies jumbled together.
But like...
casino all the all the gangster movies
jumbled together right because they're all
kind of the same vibe but it was
like oh we don't have a table and
then all of a sudden they put like
this tiny table in this like awkward spot
but now it's cool why because there was
no table we made a table it's a
crappy table no no it's elite no one
can get that you can't walk in and
get that you ever been backstage at a
concert before i haven't but i'm sure you
have
It's the crappiest place to watch a
concert.
It sounds the worst.
It's the status of being there because no
one else is there.
There's hundreds, thousands,
whatever people in the crowd,
and there's a handful or dozens of people
back there that all have badges that have
the access.
When I got back there,
I could not wait.
I'm like,
I'm going backstage at a Lizard concert.
It's going to be great.
And I'm back there and it smells and
there's just crap everywhere because
that's where they keep all the cases for
all the equipment.
And I'm like, where's the lounge?
And they're like, I don't know.
What lounge are you talking about, dude?
This is backstage.
I'm like, holy crap, this place sucks.
But yes, that's why it was cool.
Fun fact,
if you want to experience the concert the
best, if you're buying concert tickets,
here's your life hack.
Look on the little map.
If you can figure out where the soundboard
is,
sit as close to the soundboard as
possible.
The person twisting the knobs and making
the whole concert sound great is doing it
from that location.
It's not always in the center,
but it should be.
Sit as close to the soundboard as
possible.
That's zero.
It's ground zero.
Okay.
Um, and Dave saying,
but that is still some, uh, sorry,
Ben is saying,
but that is still some of your mystique
and shtick.
It's, it's a purposeful barrier.
Yes.
You are the speakeasy in the back of
the taco shop.
That would be a great duo.
I would go to a speakeasy in a
taco shop to burn two of my favorite
things.
I do.
I got it.
I got to take you in the city.
You know, the, the place real quick.
Um, oh my gosh,
there's a hot dog place.
A little hot dog in like the village
in Manhattan.
Okay.
You know,
like the little places like down a few
steps from the sidewalk, down a few steps.
And it's, oh my gosh,
I'm blanking on the hot dog place.
Criff Dogs.
Criff Dog Hot Dogs.
And inside there,
you go through a phone booth and it's
a speakeasy.
I love,
there's one that's in a laundromat.
Like you have to go,
you have to like,
it's like the third dryer from the left.
And then you have to put like fifty
cents in and twist the dial left,
not right.
And then the whole thing opens.
And then you step through and it's like
a disco.
It's stuff like that.
It's just like the experience.
Did you know there's a bar inside Grand
Central,
like a hidden bar inside Grand Central
Terminal?
Yeah.
It's like the, it's the station master.
It used to be the station master's
apartment.
And I went there once and like,
believe me,
drinks are like twenty eight dollars.
But you're like,
this is like everything's marble.
So you go.
We'll go for one.
What would you like?
We'd like a vodka soda.
And what would you like?
No, we're splitting that.
We're going to have that.
We have that in two guys and the
bill right now, please.
Right.
But that's part of the schnick.
You can't come.
That's why it's cool.
So those those are the three avatars I
would say to look out for.
None of this is magic.
Do not judge people by their clothing or
what they do for a living.
If someone's like, I'm a plumber,
I'm like, my man,
you own a plumbing company.
Stop thinking that way.
Don't think.
Let me double click on this.
Of course, we have some folks that are
ex attorneys like they were they were
partners they were in big firms they're in
they have big apartments in manhattan
they're on fifth ave their own park ave
yes of course those are those are the
identity builder folks yes it's it's
fairly obvious to observe as soon as you
as soon as we get the street address
if we're doing home visits or even if
they're coming to our office but we from
the paperwork we know they're you know we
know their home address so we know where
they live
So we kind of know like based off
of where they live, let's be honest,
like in Manhattan,
based off of where you live,
you kind of can make some of those
assumptions, right?
However,
I had someone in a neighborhood in
Brooklyn that is not like the wealthiest
or nicest.
The thing is,
is that they were spending like thirty,
thirty five K a year with us.
but it was the sons and daughters that
were paying for it.
And there were like eight or nine sons
and daughters.
So it was probably spread out across them.
And that was a little less of,
not even any of those avatars,
just kind of like,
maybe a little around identity,
but it wasn't like the obvious one,
like the attorneys that we have that are,
you know, sixty, seventy,
eighty years old.
Yeah, yeah.
So but for us,
at least our experience is that most of
our clients have spent tens of thousands
of dollars with us.
Seventy thousand.
I even did you hear their story?
I put on my show before that we
had this ex pharmaceutical represent up
representative ex pharmaceutical executive
several years ago.
And they were doing like seven days a
week PT.
They were mixing in some soft tissue work
massages,
but the massages were delivered by our
physical therapist at the physical therapy
rate.
And that guy spent,
you guys can go check this on my
YouTube.
This is another humble brag,
but that guy was spending like a hundred
and fifty K a year for a couple
of years in a row.
Just one client.
It was a lot of coordination on my
side because I'm coordinating.
Obviously,
I wasn't doing seven days a week in
Manhattan.
It was multiple therapists.
I was coordinating everything,
all the continuity of care stuff.
helping them with DME,
durable medical equipment,
and different safety things.
I helped them install grab bars.
I didn't do it,
but in terms of finding the best grab
bars and the positioning and location of
them and all that.
You keep saying you didn't do it,
but it wouldn't have gotten done without a
couple.
If you're the originator, the facilitator,
the installer, it don't get done.
I need it done.
Half done isn't done.
Three quarters done isn't done.
Eighty-nine percent done isn't done.
And you don't get your posture fixed
unless you use posture corrector.
Three thousand fixture.
This is the same guy, the same actor.
Yeah, he's not an actor.
He's a piece of present.
He's a professional product presenter.
Fixer.
We're not.
posture corrector three thousand the
revolutionary wearable device it
automatically buzzes beeps and mildly
shames you who if you slouch bad desk
posture text neck rounded shoulders it
plays a recording of your pt saying chest
up shoulders back you know better now with
public accountability mode which loudly
announces posture failure detected
PostureCorrector.com because awareness is
half the battle.
Humiliation is the other half.
Find us online at PostureCorrector.com.
It's always a .org because they can't
afford a .com because they're not selling
enough units.
They're not hustling hard.
All right, so let's go strategic twist.
Halfway through the show,
now we bring in the celebrity guests.
This is how you keep people watching the
live stream.
So the question is, how would other big,
beautiful minds think of this?
So I brought in the power of AI.
I said,
what would people like Gary Vee or Seth
Godin or Rory Sutherland or Chris Voss or
Chris Doe do about those things?
And here's what they said.
Now, this is going off their avatar,
like the Chris Voss avatar.
Chris Voss,
famously the former FBI hostage negotiator
turned book writer and, I don't know,
strategic advisor to companies.
Chris Voss would uncover the real fear
behind the injury.
Chris Voss, of course, would say,
if you have five,
ten hostages in a bank,
I can't just be like, oh,
I guess we'll split the difference.
So Chris Voss is saying,
talk to the person more.
Find out the real fear behind the injury.
Do that.
Get into that.
And if the person,
if you get to their real fear...
Oprah said people want to be seen, heard,
and understood.
Chris Voss, of the same ilk,
if you can see me, hear me,
understand me,
I will stay with you because finding
another person like you is a pain in
the ass and expensive.
Rory Sutherland was the director of
Ogilvy,
one of the largest advertising firms in
the planet.
This is where the reframe comes in a
second ago when I told you not to
say that, but to say this.
Rory Sutherland,
that's where I stole that from Rory
Sutherland.
He would say,
don't say I'm not providing the treatment.
Saying I am going to step out of
the way because I have the best back
person and I'm going to slide you into
them and you'll be appreciative and it'll
feel like a yes and and not a
no but.
Rory would say,
reframe physical therapy from repair to
optimization.
Rory would say, you never discharge.
Rory would be one of those people who'd
say, don't discharge.
He would say,
we're going to now continue to make sure
you are hardy for life.
Thoughts on Rory,
thoughts on Chris so far.
Chris Blossom, Rory Sutherland.
The, the thing that Chris Voss,
you mentioned,
I feel like I know I have done
historically and I hope I need to be
coaching my therapist better if I'm not
already,
but definitely we talk about it in terms
of the, cause they,
cause from the Chris Voss angle,
the patient, our clients,
they don't care about your therapeutic
exercise, your,
what type of manual therapy mobilization
of the shoulder or the back or the
gate training or the,
they just care about getting back to what
they want to get back to.
So a lot of times it's like they,
we, we have some,
we have with home visits and on demand
visits.
Like we have some people that like,
don't want to do gate training or walking
in their hallway because they don't want
their neighbors to see them look
vulnerable.
They don't want to, they don't want,
they want to stay in their apartment.
So sometimes the apartments are big enough
where that makes sense.
And okay, that's fine.
But yeah,
It's always best to have like a better
runway.
Right.
So why wouldn't we use the hallway or
even like the lobby?
But then the lobby is you you might
be seen by other neighbors and the doorman
who historically you had a higher quote
unquote status over like over the doorman.
Like it's just these unspoken things.
Now,
all of a sudden you're in a wheelchair
or you're in a walker and you're looking
vulnerable, you're looking lesser than.
if you can speak to how our or
your treatment approach, your service,
We'll get them back to walking if it's
possible.
Obviously it depends on the client,
depends on the prognosis, their situation,
their motivation.
It depends on all that.
But can you lay out a game plan,
a treatment plan that's going to focus
around the things that they really care
about?
So it's like,
I didn't even do a great job at
this with this particular client that
we're anonymously talking about that spent
seventy three thousand dollars with us
recently,
like over the almost in the last year
and a half or whatever.
it was kind of like episodic, like,
all right, you came out of hospital, like,
let's get you moving.
Let's check your vitals.
Let's observe your vitals all the time.
Then it was like, okay, that's better.
That's stable.
Your vitals are stable with walking.
Now it's,
let's work on your balance and endurance.
And then once that got better,
then it was like walking outside.
And then once that got better,
it was walking, you know,
my other therapist was with him and
walking him in the park and around the
reservoir.
And then it was,
he wanted to get back into the golf
simulator.
Right.
So there were,
there was like all these incremental
steps.
Now we might've, we might've through, uh,
I don't know, through osmosis,
through just being there or whatever,
might have given him enough reassurance.
And we probably didn't do a good enough
job.
But if we had laid out those things
up front, like, hey, what are your goals?
I need to ask you more questions.
What would you want to get back to,
assuming that you're medically cleared and
stable and you're ready at those times?
And he probably would have said, well,
I want to get back to golf.
I had I initially was with this guy
treating him in twenty twenty four.
And we were putting in his living room
about four weeks out of open heart surgery
putting.
I mean, it's pretty low effort,
but that was something that he cared
about.
Yes, we were doing a little bit of,
you know, static or dynamic balance.
So there's definitely clinical things
there that we're actually hitting on.
So it was kind of like leading them
like, okay, you want to get back to,
so you want to get back to golfing.
And then we need to go to the
golf simulator to eventually in the coming
weeks or months to work on, you know,
chipping at like,
fifty percent effort or whatever.
And then it's like increasing the
exertion.
And then it's,
when can we do some driving the ball
off the tee at the golf simulator?
those types of things.
It's like laying out like, okay,
what is important to you?
Why do you care about those things?
And when might we be able to get
there?
And what do we need to do to
get there?
And,
and obviously part of it to get him
there or to get them there is the
accountability of,
we have these visits and we need to
do these sessions and we need to do,
you know, do whatever.
Initially it was four times a week and
then it was three.
And, you know,
maybe these days it's kind of like two
times a week or whatever,
but that's how it's,
I would lay out the whole Chris false
thing.
It's like finding out what they really
care about,
laying out a plan and goals that align
with their expectations.
Keep making sure they understand just like
the dominoes pizza tracker,
where they are in this.
Hey, we've had a setback.
What does that mean?
How far back?
Like make sure it's clear.
I do have an update.
I just got an email from our sponsors.
This doesn't happen very often.
So the sponsors from the posture
corrector, they are already on Amazon.
Like look at bang.
We've already, we're already selling.
Shout out to Ben Galer saying we are,
we are two for two on making.
There's no,
there's no way that's that there's no way
that sells a lot.
Is there the little line where it says
like how many are sold a thousand?
Okay.
But this is usually globally or nationally
a thousand bought in the last month.
Thousand bought it last month, man.
It's three point eight.
People are buying this.
I know.
Look, and all it is,
is a little dot thing.
My post-traumatic at least looked legit.
It was like this back harness thing.
This one's just a dot.
Nineties legit.
What is it?
How much is it?
I don't want to ask freaking Rufus.
Get off the price.
Sixty nine dollars.
Would you pay sixty nine dollars to look
that happy with this apparatus?
ridiculous we should start buying these
things we should start buying these things
and reviewing them as pts and just be
like it's some it's it's cost of goods
is is the is the sixty nine dollars
we'll get more off the youtube revenue
that's what tony does he just buys this
stuff i'll make fifteen videos no people
these companies send these products to
tony he doesn't buy them all the time
we could get these guys to send us
one oh yeah of course i thought you
said buy it though
Oh, I just meant for faster.
I'll fire these guys an email and see
if they want us to do.
I'll wear it during the show and I'll
patch it up.
Beep, beep, beep.
Now, my product suggestion for this,
could you get Samuel L.
Jackson to lend his voice to the prompts?
Yo, mother...
That's just that would be check your
posture.
Check your posture.
Got to get these this posture off this
mother loving train.
All right.
That's Chris Voss and Rory Sutherland.
Seth Godin would go a different direction.
Of course.
How do you find the seventy thousand
dollar patient while they're still two
grand in Seth Godin would say build a
movement tribe and identity groups.
I feel like a lot of clinics do
do this one.
But some people might think this is the
flip.
Well, if this person's in a group class,
they don't want to spend as much.
I don't think that's true.
Here's my proof.
You might say, well,
I'll just join a gym and a class
because that's cheaper.
But if the goal of you is to
be being around people, that is of value.
Here's my twist.
And you've seen this in New York.
You had to.
You have to have seen this in New
York.
Do you see those idiots out there wearing
spandex suits, riding bicycles?
I can say they're idiots because I am
one of you.
I got the spandex.
Everyone in Central Park that are
cyclists, yeah.
Those bikes are not, they're not cheap,
my friends.
Some of them are.
Very expensive, very expensive.
Guys, those aren't cheap.
And some people do ride alone.
Some people ride in groups.
A lot of people will ride both, right?
Tuesdays and Thursdays I ride by myself.
Saturday, that's my day.
I get out there.
I ride across the George Washington
Bridge.
I find another bunch of other nut jobs
who also have spandex and we ride
together.
We pretend we're in the Tour de France.
We're not.
So Seth Godin would say build movement
tribes around identity groups.
This is sort of the opposite of what
Dave provides.
I still think you could...
You could still...
If you had three or four high-value
clients at Concierge Pain Relief in New
York City, you could be like,
I'm trying something new.
We're going to do a group workout just
for runners.
You'd fit in this group.
That's what you'd be saying to your
patient.
You'd fit.
I got three other guys that are sort
of like your level two.
Similar speed, similar times.
I'm thinking about doing one group workout
every week.
What are your thoughts?
That is an upsell, right?
We started this episode saying,
if you find more people,
you can bring them back more often,
or you can give them something different
to buy, and that is an upsell.
Selling things is not a bad thing.
That would be something that Seth Godin
would say,
build a thing around an identity that
would be cool.
So for us,
the folks that have spent the most
overtime out of pocket, it's home visits.
Yes, yes.
I think it's a lot more challenging.
Convenience.
I think it's a lot more challenging for
a brick and mortar.
And I would be curious,
anyone else watching or listening,
any of the cash practices out there,
maybe it's tens of thousands or maybe it's
five, ten,
twenty grand over
two or three years or something going to
your brick and mortar office,
if they like keep buying packages and
renewing it and you have premium rates and
all that type of stuff.
Um, like, you know,
what was that comment just now that I
know it wasn't not Michael Gorman,
but the, but I move, yeah.
Craig, Craig Lee has a, has a, uh,
a franchise through iMove,
through Michael Gorman's iMove PT.
So like, I would be curious,
like with Craig or Michael,
like I know for sure,
Michael has the brick and mortar.
Maybe I think maybe Craig is a hundred
percent mobile,
but anyone that has a brick and mortar
office, I'd be curious anonymously.
Like what is not, not, not,
not that it's a contest, but like,
what's the,
what's the highest out of pocket,
the lifetime value of,
Your highest paying client out of pocket
who has come to a brick and mortar
office.
I'd be curious what that number is.
Again, it's not that big of a deal.
We're going to treat everyone the same.
We're just talking about some of the
business mechanics around delivering your
service to probably your ideal customer.
I said this to a friend who had
a clinic in a small town and I
said, do a run club.
He's like, it's a lot of effort.
And I go, is it?
Get somebody on your staff who likes to
run and be like,
part of your job two hours a week
is to go stand in a parking lot
at the head of a run trail.
And no one's going to show up the
first week or one random person is going
to show up the first week.
And this is you have to hit the
tennis ball back over there.
I am we people like us is what
Seth Godin would say.
People like us do things like this.
We show up every single week.
I did this with Leukemia and Lymphoma
Society team and training.
I was a participant for years.
Then I became a coach.
And people who wanted to be runners but
weren't runners are like,
we show up at what time on Saturdays?
We're like, six a.m.
And they're like,
I might come fifty percent of the time.
Couple weeks in, they're there every week.
Why?
Status.
Hey, man, where were you, bro?
We missed you.
You don't want that.
So at five thirty,
you open your eyes and you go,
I don't want to take the social shaming
and I still want to be this thing
I want to be.
I either am or I'm not.
The thing with runners or cyclists or
anything is you are that like I could
say I'm a triathlete,
but Jimmy hasn't done a race in a
couple of years because life.
So that starts gnawing at me.
like am i still a triathlete i did
one years ago i don't know if i
can say that but if you like every
saturday we show up we do a group
workout like that seems lower stakes i
value that where is that so that's how
seth godin would approach turning the ten
thousand dollar patient into a seventy
thousand dollar patient this is this is a
hundred real quick this is about tribes
it's a hundred percent possible i just
sent you on facebook a dm on facebook
don't i don't know if it'll load but
if you wanted to share it um this
group training place here in brooklyn
called badass academy they are they are
shoulder to shoulder packed in and guess
where this originally started in a in
someone's house
Think of, think of,
think of where it would.
So it was outside.
I won't, I won't,
I won't string you along.
It was,
it started for free outside in a park
years ago.
Because you said start a run club and
maybe no one shows up, right?
So it's like they started building a
tribe, a community of following.
It was free outside in a park.
Now,
there's basically no space to do anything.
There are so many... And by the way,
it was not this busy before COVID.
They've been around for...
i don't know at least ten years maybe
fifteen years or something total since
they were doing outdoor workouts in a park
it got busy after kobe because you took
away the the camaraderie and then when it
came back you were like i need it
gimme gimme gimme go in person yes it
was it was never this busy before covid
and the guy i was look at the
guy in the background in the background
when i say now watch him running up
the stairs
go see like running up the stairs like
he's like just doing stair laps i love
that like they're taking every square inch
of this like you stand over there around
the treadmill you do burpees this guy is
running stairs i don't know if he's
leaving if he's just late for work or
oh no oh no oh no there's there's
spreading up the steps as part of the
workouts yes there he goes yes there's two
people there were two or three people on
the stairs i love that that's fantastic
yes
Yes.
Do you go to a bar because there's
a lot of room to spread out?
Or do you go because there's vibe and
it's busy?
Would you like an empty bar that you
could throw a hand grenade and not hit
anybody in?
That's not a bar you'd want to go
to.
You don't want to go to a bar
that's full enough until it hits some sort
of limit where you're like,
this place sucks.
It's packed.
Right?
Isn't that funny?
It's like empty is no good.
Packed is no good.
There's a sweet spot.
Yogi Berra said no one goes anywhere.
No one goes there anymore.
It's too full.
doesn't make any sense which is why it's
funny badass academy i mean that that's
that gets a follow follow immediately yeah
so i used to here's the thing i'm
i'm not their ideal avatar though here
here's the interesting thing so i love i
love the i love the owners i i
used to work out there but i have
a home gym yeah i i would only
go
To the owner's private workout at seven
a.m.
on Sunday mornings.
And guess how many people were in the
workout?
Five to eight.
Wait, wait, wait.
How much did that cost compared to a
regular person membership with thirty
eight people in a class?
This was actually free.
Wait, wait, wait, wait, wait, wait.
It was free.
And that's cool.
So they might have just been doing this
because they like they probably just
didn't like you.
But you don't think that was rapport
building as well?
Yeah, of course.
I mean,
I've been sending people to the gym for
years.
I'll tag them on Facebook.
They didn't need to send you a Starbucks
gift card.
They were just like, Dave,
why don't you come and work out for
me?
You're cool.
Come in the circle.
That's it.
That's marketing.
That is marketing.
That's marketing.
That's it.
Like marketing in the radio station.
I was in Northeast Pennsylvania for,
I don't know, ten years or whatever.
So I'd been around long enough to meet
random people and people have my number.
And they like when someone would email me
and be like, hey, man,
my kids Boy Scout troop needs to do
a thing.
Can we bring them to the radio station?
And I was like, absolutely.
And they walked in and I would slap
them across the face with as much cool
as I could.
Their name would be on the thing behind
the front desk lady.
Welcome, Troop twenty seven.
And Steve, Steve, the troop leader.
And he was like, oh, damn.
Do you think Steve spoke lovingly about
the radio station?
It cost me like,
seventeen seconds worth of time.
And when they walked in,
I had the whole routine.
We did tours with kids all the time.
I had the whole routine.
Hey,
we're gonna go on the radio as a
group,
then we're gonna go in the production
studio,
and we're gonna make your voice sound
funny.
You wanna make eleven year olds think
you're cool?
Make them sound like they're on helium,
or a monster,
just with a couple of dials on a
microphone.
But understand, that's marketing.
None of that was on the air.
We didn't record back then.
We didn't really put it on social.
We'd be doing that now,
but that was marketing.
Badass Academy.
Is this one location or more than one?
I think they had one in Queens.
So this is Brooklyn,
but I think they had one in Queens
and it was maybe like a testing ground
for a year or two.
And then I guess they closed.
I don't know if it was like a
pop-up temporarily or something,
but I like it.
One main location.
It's,
There's also a second floor with like,
I think it's kind of like personal
training area.
And then also like,
I don't know if you want to,
if you go out, I mean,
it's not a big deal,
but they have like the cycling classes
upstairs and those are equally as intense.
If you, if you see like hardwood floor,
no, not, not that,
not that that's downstairs.
Like, like if you keep scrolling and keep,
I love everything about even just looking
at their page, like right there,
right there on the,
on the right side with the,
on the right side.
Right there, that's upstairs.
And these classes are intense too.
And every instructor,
they blast the music.
The music is level eleven out of ten.
And there's kind of like the group class,
personal training area.
And all they're doing is the instructors
are yelling over the music.
That's eleven out of ten.
If you want to be this person like
Badass Academy gets it.
Just show me the people in progress.
But those are the people doing people
don't want to go to the gym.
They want to have gone to the gym.
Right.
But we understand we got to go to
the gym to earn the have gone to
the gym.
I mean,
my friend Megan Brown has a Pilates clinic
in Alexandria, Virginia.
So like not the easiest zip code to
have a business like anything and stay
afloat.
Brilliant though.
She would, she, I mean,
she also has a personality sort of like
mine and yours, which is like,
I'm just going to be friends with
everybody.
So like,
she'd be like Pilates at ten and then
biscuits and mimosas at eleven right
across the street.
And what do you think the biscuits and
mimosa place across the street would say?
about her.
You understand who's who in the zoo, man.
Badass Academy gets it.
Even without clicking on any of their
content and opening,
playing the video or opening it,
it just all looks... Rubber floors,
exposed brick,
people during the ergo ski workout and the
bikes and the... Oh, got it.
People like us.
This is... Yes.
Seth Godin would get... Got it.
People like us do things like this.
And they figured that out.
Chris Doe is the last person.
Oh no, Gary Vee.
What do you think Gary Vee would do?
What do you think Gary Vee would say?
If you want to turn a ten thousand
dollar client into a seventy thousand
dollar client.
What does Gary Vee think?
Video?
I don't know.
Make them a star.
You want a client?
Make the client the star.
That's what I try to explain to APTA
academies and chapters and sections and
now businesses.
I was talking to a business owner last
night.
I won't say who it was.
And he was like,
we're sort of stuck because we have two
people on staff doing our social media.
And they're great and they have energy.
He said,
the problem is they see a trend and
they're like, ooh, we can copy this trend.
So they do.
So that gets some views, but no patience.
Because it's cute,
but it doesn't lead me anywhere.
So if you track it,
which is what a good business owner would
do, where does this lead me?
Does this help me?
Views are a beauty pageant metric.
What does it lead me to?
Understand, here's the understanding.
If you're a business, an academy,
a section, you're the stage.
Put your ideal customer on it and other
people who want to be like them will
see it and go, oh,
you're the transformation machine.
That's what a clinic is.
You're the booth that Superman steps into
and then out that Clark Kent steps into
and out comes Superman.
You're the stage.
When I say don't be Luke Skywalker,
be Yoda.
I'll put this in my new slide deck.
Be the phone booth.
The PT is the Yoda.
The clinic is the phone booth that
Superman steps into.
Sorry,
I keep saying Clark Kent steps into,
Superman steps out of.
So Gary Vee would say,
shoot the heck out of everything that that
great patient is doing.
Pump their ego up with permission,
of course.
Pump them up.
And then other people see that as a
lot of comic book reference.
They'll see that as a bat signal.
Oh,
this place turns people like me into
people like I want to be.
Why is my camera out of focus?
Right.
So Gary would say,
turn the clinic into a content engine.
How much money do you think it would
cost to get Gary Vee to show up
to Tony's clinic?
A lot of money.
It'd be great.
What about Gary Vee's cousin Steve?
Probably, yeah, probably, probably,
probably, probably, probably, probably,
One of his most viral videos is someone
arguing with him a little bit about, well,
how much would it cost for you to
design a logo for me?
And Chris was like,
what's the logo supposed to do?
He's like, it doesn't matter.
And he's like, it does matter.
The price matters.
If I design a logo for a coffee
shop down the street for me,
the logo is going to cost X.
If I design a movie poster for Paramount
Pictures for the next Tom Cruise Mission
Impossible movie,
it's going to cost a lot more than
X.
Even if the time is different,
even if it takes me, if I can.
And so Chris has pushed the guys like,
well,
you're going to do this logo in fifteen
minutes and you're going to charge me ten
thousand dollars.
And he goes,
so you value time like he literally just
comes back with him as a chess move.
So you value time.
And he's like, yeah.
And he goes,
then I'll take three weeks to do the
logo.
I'll design it for you in three weeks.
Are you pissed that I'm doing this?
And this is such an alignment with PT
graphic design and PT.
If I can get you better in three
hours.
I make less money if you're an
insurance-based clinic.
This sucks, right?
Insurance people know this for years and
it sucks.
They're right.
If I get you better in three hours
and the guy down the street takes in
twelve hours, they get paid more.
And by the way,
there are some practices now selling in
not even packages,
but some will call it either like a
program or a protocol,
but basically the transformation, right?
So if I say, Jimmy, you've had this,
you know,
you've had this knee injury for so long,
it doesn't allow you to play with your
friends with ice hockey,
doesn't allow you to play ice hockey.
And it's,
four thousand five hundred dollars and
within that it's whatever it's up to i
don't know fifteen or twenty four visits
or whatever but if you get better in
like ten visits thank him
then you could bank those visits.
Yeah,
you could give them away or you could
just not use them because the main focus
of it,
the main point of everything was you got
back to playing men's league ice hockey,
not about me trading time for dollars and
tracking every single visit.
I was thinking about this the other day
and it sounds subtle when we split hairs,
but Rory Sutherland would, I think,
agree with at least me thinking about
this.
The difference between a program and a
package.
A package is exciting when it's wrapped.
I mean, you've been nine and you're like,
oh my God, under the tree.
What is this?
This could be,
I asked for forty-eight things.
I hope it's the thing I wanted the
most.
As soon as you unwrap it,
and it is or it isn't,
the value drops.
As soon as you drive the car off
the lot, the value drops.
It's a package.
A program's a journey.
A trip to Nepal.
is something you carry with you forever,
but a new Bose headset is a thing.
I know it seems subtle.
I'd rather sell the trip to Nepal,
the experience.
So sell the program.
That's selling more of what Chris Doe is
saying, the outcome,
and not the twelve visits,
twelve hours worth of my time.
I'm like,
I still need to ask a question.
What the hell does that get me?
Does that get me back on the ice,
halfway there?
that's ambiguity and confused people don't
they don't buy they don't show back up
they don't continue confused people don't
um so those are all the the strategies
from chris voss rory sutherland seth godin
gary v christo different strategies same
goal in my opinion turn the transactional
patient into a long-term relationship uh
you're you're big though this is the last
question i'll ask and this would be good
for when tony does return is
It's probably good to start asking certain
questions that will lead to figuring out
who this person is.
You're big on the very first phone call.
You're like,
I want to say no to you or
I want you to say no to me.
If this isn't right,
I don't want to even start the engine.
We're recording these calls.
We're doing game tape reviews of these
calls.
We're hitting a ton of questions,
objection, not even objection handling,
which question,
objection handling at the end of the call,
but it's objection prevention questions
during the call.
What do you mean?
Let me pull it up.
I won't screen share it, but...
The fact that you have a list of...
I would love to ask,
and you can answer anonymously if you
want.
A lot of people,
I bet you their script is, hello?
That's not script.
Let me just,
I know we're at the end.
I'll just rip through a couple of these.
What happens if you wait another three
months?
If nothing changes,
where do you see this in six months?
What would you need to be different this
time?
So this is like if you got burned
by a previous healthcare provider,
a previous treatment didn't work.
We would ask,
what would you need to be different this
time for you to feel confident?
So if you went to a previous healthcare
provider, back pain,
and your back pain keeps coming back,
Jimmy, if you're being honest,
did that in-network physical therapy
actually solve the problem long-term?
And it's like, no,
because you're calling us about your back
pain.
Jimmy,
if you could solve this properly and not
have this return,
how important is that compared to just
using your insurance?
This is a whole episode.
Like, I almost want you to just stop.
Yeah, I'll stop.
I'll stop.
I have I have a I have a
big list now.
These are and they're spousal questions
there.
Hey, Jimmy, like, like,
do you is are you the only one
making this decision or would it be
someone else?
Because later, if we say, hey,
it's a transformation package that's four
or five thousand dollars,
then you're like, well,
I got to go speak to my spouse
about it.
We already hit it.
That's smart.
You're you're diffusing the landline
before you even walk towards the landline.
This would be a whole episode.
Okay,
so what would be the prompt for the
episode?
Like the ten,
we've got to keep it limited, right?
How many questions are on that list,
ballpark?
Ten?
No, there's more than ten.
Our calls, when we speak, it's a question.
Like it's a decision tree?
It's like if they answer this,
go that way?
It's a decision tree,
and it's not us describing,
we're going to do this.
We're going to do this technique.
You might need this.
That's about you.
You want it to be me,
the person calling.
Right.
So let's – we'll figure out the prompt,
but it'll be like if these ten questions
–
I'll bring ten, you bring ten,
Tony brings ten,
and then we'll shake them out and we'll
talk about why we do it and what
it leads.
Because just having a question on there is
nice, but what does it lead to?
Great.
When they answer this,
it's like just prescribing an exercise is
nice.
Great.
What is the purpose of that?
What is the purpose of asking that
question in that way at that time?
The order of the questions,
very important.
Would you like to go out for dinner
or would you like to marry me?
If you reverse the order,
you have a red flag, not a date.
The order of the questions, my friends,
is very important.
All right, we'll do that next time.
Parting shot.
Dave, what do you got?
Oh, man.
I almost clicked out of the stream yard
just now.
I was closing tabs.
I almost clicked.
Before we get to parting shot,
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Okay, good.
I was going to say,
because now with the TheraBand Canon,
now actually we're going to know when it's
going to hit us in the face as
opposed to being surprised.
This should not be a surprise.
It's coming out of the Canon.
This is great for group classes,
crowded clinics,
or when the band rack is just too
far away.
Just get the Canon with adjustable tension
settings from beginner beige to, oh no,
blue.
The TheraBand Canon,
because walking across the clinic is
wasted revenue.
Think about it like that.
If you could just shoot the TheraBand at
them, that's way better.
Best use case would be you catch your
clients on their phone instead of doing
their program.
And that gets their attention,
get them back doing their drills and their
exercises, whatever they need to do.
All right.
What's your parting shot?
Give me a mic drop.
Parting shot is taking a step back and
looking at who are your ideal clients,
patients.
Could you be offering more?
It's not even like for us, of course,
you know, financially,
it's like more of the wallet share.
I mean,
there's like different ways to consider
it.
But who is your ideal client?
What are their, like you said,
avatar labels?
How do they identify?
What do they identify as?
If you speak to those and get them
back to those goals or...
Show them that you understand them,
first of all,
and that you have the capability to help
them kind of figuratively grab their hand
and like take them along this road or
take them over the bridge to the
transformation that the outcome that they
want.
They maybe you'll find that it'll be a
lot easier for folks to say yes to
more of your packages, programs,
ongoing wellness, out of pocket, all that.
Because it's clear.
My parting shot would be understand that
your clinic is the phone booth.
that Clark Kent walks into and Superman
walks out of.
Be the phone booth.
Don't try to be Superman.
If you're Superman,
I don't know where I fit in this
story.
Am I Lois Lane?
Am I Jimmy Olsen with the camera?
That'd be cool.
I'd be Jimmy Olsen.
But you're the phone book.
Be the place where the transformation
happens.
Be the Yoda that helps the hero do
that.
It sounds dumb and all woozy woozy.
It's not.
We're back on Tuesday.
We'll break into those question lists.
All right, Dave,
get out there and ask some questions.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Meritato on YouTube at Total
Therapy Solution.
Find Dave Kittle at
conciergepainrelief.com and on YouTube at
The Dave Kittle Show.
And follow Jimmy McKay at P.T.
Pinecast on YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEUs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks, Keith.