Vital Tactical Communications Tactics from 'Never Split the Difference'

WEBVTT

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Happy Thursday morning to

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you all physical therapists

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and physical therapist

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assistants and students to

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PT Breakfast Club.

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I'm doing McKay.

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That's Dave Kittle.

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We have no idea where Tony Merritt.

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No, he's taking the day off.

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He's got some stuff to do.

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So good morning to you, Dave.

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How's it going, man?

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Morning.

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Feeling great.

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I got several DMs about Hawk Tua.

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They were like, hey, several people said,

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we didn't think you could

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make the Hawk Tua girl make sense,

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but I actually got something out of that.

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So that was kind of fun.

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What else was some of the feedback?

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I didn't get any directly about that,

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but anything specific?

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Yeah, several people,

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a couple people had reached

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out to me privately and said,

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not about specifically the

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guy that I was talking about on Tuesday,

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the guy who reached out and

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was just weirdly aggressive

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and pushing me into working

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for free for his online

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$350 ticket conference.

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But people had reached out and said, yeah,

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that's happened to me before.

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In a profession with 70% females,

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last time I checked, too,

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that's just not cool to be like, hey,

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we need you.

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It's this dangling, do it for the exposure,

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do it for this is what you

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want to be doing.

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So push back.

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I did an online conference in 2020,

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maybe 2021 when like COVID

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was going on and we just said,

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let's try one.

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So we helped out a bunch of oncology PTs,

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but like our goal was to

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make sure that they could

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make money off of it too.

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We didn't make a whole ton of money,

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but we were like, the purpose was like,

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it was a beta test.

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It was like,

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do we wanna be in this business?

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As it turned out,

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I did not want to be in that business.

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I wanted to be a presenter.

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I didn't want to be a

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conference organizer.

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Or I didn't want to be a

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conference organizer on my own.

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But it was a good test anyway.

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I mean, you know,

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I don't think you

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specifically run ads for

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the show right on your on your channel.

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But, you know,

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I benefit from exposure

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because you have a massive show.

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And but, you know, you don't pay me.

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I'm not saying like, hey, you know, hey,

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Tony and I, you know, so we, you know,

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wake up a little bit

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earlier or spend our time

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on your show or the show or

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whatever in the morning.

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So it's like, well, that was the thing,

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too, because I was like, hey, man.

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Maybe lead with your... Hi,

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I'm... Whatever his name was.

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Scott or Mike or whatever it was.

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I'm doing this thing from...

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He was just some random... To me,

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he might be some dude who's

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got a big organization.

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So that's why I asked, like,

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do you have a website?

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Like, can you give me some context?

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And he's like,

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he's many with his response was like,

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I don't know, Mr. Question asker.

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And I'm like, do you know who I am?

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That's kind of my thing.

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I ask questions like I ask a

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lot of questions and you're

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asking me to like how to

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teach people how to network

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and market digitally.

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That would be my first suggestion.

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Ask a lot of questions.

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Get a lot of context and

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understanding and ask yourself,

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does this feel... One thing

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I left out was like,

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how does this interaction

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with this person who's

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asking you to partner with them,

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how does the interaction

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with them make you feel?

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Do they feel icky?

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I don't know what the

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scientific term for icky is,

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but if there's an ickiness, don't do it.

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It's never going to flip.

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It's probably not going to

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flip the other way to be like,

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this was fun.

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No, if it starts icky,

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most likely it's going to

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stay icky and ride icky.

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Yeah, absolutely.

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So one of the things that we

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wanted to kick off today is

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I always like asking,

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this is a good question to ask people,

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which is like, hey, what books?

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I like to ask this question,

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not what books do you like

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or what books do you read?

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Because I think that that

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question sort of locks me

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up and locks people up.

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I like asking the question,

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what books have you read twice?

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That's a big nod, right?

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You've read a book,

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but also read the book twice.

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Or what books do you give as gifts?

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Or what books do you suggest

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other people read?

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We'll go specifically, I guess,

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maybe about business, marketing,

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communications.

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What comes to mind for you?

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For me, the best one for,

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I think for me and for

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private practice owners

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that are either speaking to

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patients or even getting

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buy-in from your team

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members is a book from Chris Voss,

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Never Split the Difference.

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And he's a previous FBI

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hostage negotiator.

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And long story short,

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like it's an amazing book.

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I even think you should get

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the audio book on Audible.

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because you can hear his

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change in tonality.

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One example is that he says,

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you got to put on your,

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what does he call it?

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Late night radio DJ.

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Late night radio DJ voice.

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And I don't know if this sounds, you know,

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I don't have a great

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microphone compared to Jimmy, but this is,

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you know, maybe this, you know,

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changing tonality.

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It is such a game changer.

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And listen real quick by the end,

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at the end of the day, physical therapist,

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practice owners,

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like we're trying to help more patients,

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you know,

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So we're not selling

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anything that's got side

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effects or anything bad.

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So I think we're doing all

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of our communities a great

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service by learning how to

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best communicate our message, our value,

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our value proposition, all that.

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And this book does that.

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This book,

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and we can get into some of the

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specifics of it.

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I don't know.

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Have you read it?

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Oh, I've read it several times.

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It would be number one.

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And why did you read it?

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Because someone suggested it?

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I remember.

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I can't recall.

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I can't recall.

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I don't know.

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I read it years ago because

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I was going I was changing

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jobs and I was going to go

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into a salary negotiation.

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And I said,

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I don't really know how to do that.

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Like it was sort of like

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they throw out a number.

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So then you throw out a

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number like five percent higher.

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Then you meet in the middle.

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And quite literally,

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the book is called Never

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Split the Difference.

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negotiate as if your life depends on it.

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So I read it as like, how do I negotiate?

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And I don't want to say that

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the book isn't about negotiation,

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but it's more about

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communication because

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negotiating is two human

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beings talking about a thing,

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finding not comp, not,

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not the middle ground, not just, well,

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we're 10 short.

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So why don't you drop five and I'll,

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Go up five.

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And his whole premise for that is,

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as you mentioned,

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he was it was the lead FBI

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hostage negotiator.

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And he's like, well,

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what am I going to do?

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Go to work one day and you

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got 10 hostages.

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And I say, all right,

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why don't you kill five?

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I'll keep five.

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And then we'll we'll we'll call it a day.

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He's like, no, it can't compromise.

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You can't compromise.

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Like,

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I couldn't let those people have the

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10 million dollars and the

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helicopter on the roof and the, you know,

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the plane to Bora Bora.

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I couldn't do that.

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So he's like, what do we do then?

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And he went through sort of the history.

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And, like, number one,

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I think it's a brilliantly written book.

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I agree with you on the

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Audible because the dude's

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just got a really cool – I mean,

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obviously his whole thing

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or a lot of his thing is –

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pace, tone, you know, excited.

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He's trying to connect with, he's like,

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I have to connect with this

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person who is having the

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most stressful day of their life, right?

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They thought they'd get in

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and out of the bank maybe with the money,

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but now they're surrounded by FBI agents.

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They know this, logically,

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this is not going to end well.

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I have to connect with this

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person who is never,

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I've never met and I've got

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to make them know me, like me, trust me.

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And then

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How do I do that?

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And ironically, he's like,

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it's not about what I say.

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It's about what how I'm

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saying things to get what I

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need out of them.

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So I thought a lot of those

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lessons were fantastic for

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health care providers.

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The book is not about negotiation.

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I don't know if I made this

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up or if it's actually in the book,

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because I remember I

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because it's one of the few books I have,

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like post-it notes, like things tag.

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I'm like, oh,

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I got to learn how to do that.

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Well.

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And the quote that I came up

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with from the book,

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what I thought it was from him,

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and I even asked ChatGPT,

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is this from him?

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And he said, no.

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Every conversation is a

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negotiation for information.

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You're either trying to get

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someone to know something,

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you're trying to get

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information from someone.

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And that was,

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if you boiled everything down for me,

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that one line that also kind of rhymed,

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so it must be true,

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every conversation is a

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negotiation for information.

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You're either trying to get

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someone to know something, do something,

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trying to find something out.

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And he's like, in your personal life,

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professional life, bank robbers,

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strangers,

00:08:31.485 --> 00:08:32.325
That's sort of it.

00:08:32.985 --> 00:08:34.706
So that for me was valuable.

00:08:34.946 --> 00:08:37.246
What were the tricks or not the tricks,

00:08:37.287 --> 00:08:38.586
but the tactics?

00:08:39.287 --> 00:08:40.107
That's what I want to get into.

00:08:40.148 --> 00:08:41.008
That's what I want to get into.

00:08:41.067 --> 00:08:43.089
So so the biggest thing from

00:08:43.168 --> 00:08:45.188
his point of view, like you said,

00:08:45.908 --> 00:08:47.149
you can't compromise with

00:08:47.210 --> 00:08:49.870
someone who has taken people hostage.

00:08:49.890 --> 00:08:51.171
They're robbing a bank there.

00:08:51.551 --> 00:08:53.552
They are in another country and they.

00:08:54.511 --> 00:08:56.732
They've abducted an American or something.

00:08:56.793 --> 00:08:58.553
And so now the FBI America

00:08:58.573 --> 00:09:00.755
has to come in and try to

00:09:00.916 --> 00:09:03.636
extract their citizen and

00:09:03.657 --> 00:09:05.998
support their citizen or citizens abroad,

00:09:06.018 --> 00:09:06.298
whatever.

00:09:07.158 --> 00:09:07.980
From his point of view,

00:09:09.335 --> 00:09:11.417
he asks questions and he

00:09:11.817 --> 00:09:14.298
paces the interactions so

00:09:14.339 --> 00:09:15.538
that whatever happens,

00:09:16.379 --> 00:09:19.022
it's that person's decision.

00:09:19.662 --> 00:09:21.482
It's not, you can't force them.

00:09:21.543 --> 00:09:22.264
And that's why it's

00:09:22.303 --> 00:09:24.426
beautiful for physical

00:09:24.466 --> 00:09:25.566
therapy conversations,

00:09:25.645 --> 00:09:27.267
especially cash-based physical therapy.

00:09:27.807 --> 00:09:28.788
And we'll get into it.

00:09:28.869 --> 00:09:30.470
Like for example, um,

00:09:32.986 --> 00:09:35.969
How about you ask me a

00:09:36.009 --> 00:09:38.490
question like anything,

00:09:38.671 --> 00:09:39.532
like anything that would

00:09:39.912 --> 00:09:41.633
cause – like I need to now

00:09:41.913 --> 00:09:43.254
put in effort or time or

00:09:43.293 --> 00:09:43.975
money or whatever.

00:09:44.014 --> 00:09:46.275
Like you need something from me, anything.

00:09:47.017 --> 00:09:49.217
Am I a patient or am I a clinician?

00:09:51.080 --> 00:09:51.899
Anything, either way.

00:09:52.961 --> 00:09:56.263
So how long do I come see you?

00:09:56.302 --> 00:09:57.104
Like I don't understand.

00:09:57.144 --> 00:09:58.024
Like how often am I going to

00:09:58.043 --> 00:09:58.825
have to come see you for

00:09:58.865 --> 00:10:00.225
how long to like get better

00:10:00.285 --> 00:10:01.366
until I'm good again?

00:10:02.005 --> 00:10:03.206
So let me, let me phrase it.

00:10:03.346 --> 00:10:04.006
So how about,

00:10:05.568 --> 00:10:06.528
how about you're a patient

00:10:06.948 --> 00:10:08.029
that hears that, you know,

00:10:08.049 --> 00:10:10.491
we charge like $250 per visit.

00:10:10.991 --> 00:10:11.251
Okay.

00:10:12.072 --> 00:10:13.274
So, so, so Dave,

00:10:13.313 --> 00:10:14.014
I have like really good

00:10:14.033 --> 00:10:16.176
insurance and like, I looked and I can,

00:10:16.615 --> 00:10:18.876
it's like $60 a visit at

00:10:18.917 --> 00:10:19.878
this place over here.

00:10:19.898 --> 00:10:21.038
I like you.

00:10:21.538 --> 00:10:22.279
I've seen you once.

00:10:22.360 --> 00:10:23.740
Like you, I've heard great things.

00:10:23.780 --> 00:10:25.621
Like, why am I going to pay $250 a visit?

00:10:25.642 --> 00:10:27.263
Like why, why, why?

00:10:28.436 --> 00:10:28.635
Sure.

00:10:28.655 --> 00:10:29.475
Yeah, I get that.

00:10:29.576 --> 00:10:32.336
So what it sounds like is

00:10:33.496 --> 00:10:34.557
you're looking for like a

00:10:34.596 --> 00:10:36.158
discount or a lower dollar amount.

00:10:37.498 --> 00:10:38.298
I mean, yeah.

00:10:38.518 --> 00:10:39.818
I mean, yeah.

00:10:39.999 --> 00:10:41.379
60 and 200 is a little, it's big.

00:10:41.438 --> 00:10:42.259
It's big, you know, for me.

00:10:43.078 --> 00:10:43.318
Sure.

00:10:44.100 --> 00:10:44.299
Sure.

00:10:44.799 --> 00:10:45.120
I hear you.

00:10:45.139 --> 00:10:45.759
I understand.

00:10:47.860 --> 00:10:48.760
How am I supposed to do that?

00:10:48.780 --> 00:10:50.341
What do you mean?

00:10:52.900 --> 00:10:54.662
You know, like we have...

00:10:55.761 --> 00:10:56.702
this overhead we want to

00:10:56.743 --> 00:10:57.543
keep our competitive

00:10:57.624 --> 00:11:01.427
physical therapists and I'm

00:11:01.469 --> 00:11:02.870
just I'm just not sure how

00:11:03.431 --> 00:11:05.753
we're supposed to you know

00:11:05.812 --> 00:11:09.518
discount our services even

00:11:09.577 --> 00:11:10.938
if you know someone might

00:11:10.979 --> 00:11:12.640
not be able to afford it I

00:11:12.681 --> 00:11:15.585
get it um I'm just not sure

00:11:15.605 --> 00:11:16.566
how I'm supposed to do it

00:11:17.846 --> 00:11:20.428
Well, is it different?

00:11:20.729 --> 00:11:23.772
Am I getting more out of

00:11:24.011 --> 00:11:25.493
your clinician than I am

00:11:25.572 --> 00:11:27.054
out of the clinician down

00:11:27.075 --> 00:11:29.236
the street for the $60 copay?

00:11:29.856 --> 00:11:30.437
What's the difference?

00:11:31.999 --> 00:11:33.419
Well, I mean, at the end of the day,

00:11:33.440 --> 00:11:34.360
you're the judge and jury.

00:11:34.480 --> 00:11:35.381
We believe so, yes.

00:11:35.621 --> 00:11:36.201
We believe so.

00:11:37.562 --> 00:11:39.784
It's not that different between...

00:11:41.057 --> 00:11:44.059
choosing Airbnb versus a

00:11:44.820 --> 00:11:47.621
hotel where there's a lot more amenities,

00:11:47.741 --> 00:11:50.504
there's breakfast provided,

00:11:50.644 --> 00:11:52.664
there's a pool and a gym,

00:11:52.985 --> 00:11:54.306
and it's next to the

00:11:54.346 --> 00:11:55.706
conference hall that you're going to,

00:11:55.767 --> 00:11:57.087
as opposed to the Airbnb that's,

00:11:57.908 --> 00:11:58.828
you got to get in an Uber

00:11:59.188 --> 00:12:00.289
and it's further away from

00:12:00.309 --> 00:12:01.570
the conference center.

00:12:02.971 --> 00:12:05.633
So it really just depends on like your,

00:12:07.958 --> 00:12:10.042
your style, your goals,

00:12:10.342 --> 00:12:13.147
how you like to navigate

00:12:13.167 --> 00:12:13.969
your everyday life.

00:12:16.095 --> 00:12:16.315
All right.

00:12:16.375 --> 00:12:17.375
So what were the tactics

00:12:17.395 --> 00:12:18.456
that you were using there from,

00:12:18.616 --> 00:12:19.337
from Chris Voss?

00:12:19.357 --> 00:12:20.458
What were the things that you were doing?

00:12:21.139 --> 00:12:22.400
So, and by the way, like this,

00:12:22.581 --> 00:12:23.380
maybe it's a little rusty

00:12:23.461 --> 00:12:24.802
as we get going today, I think.

00:12:25.222 --> 00:12:25.984
And we said,

00:12:26.024 --> 00:12:27.125
maybe we do some sales role

00:12:27.144 --> 00:12:28.385
play and then also we would

00:12:28.405 --> 00:12:29.166
do the book thing and now

00:12:29.186 --> 00:12:30.147
we're kind of tying it together.

00:12:30.206 --> 00:12:30.927
So that's great.

00:12:31.609 --> 00:12:32.629
Um, the,

00:12:32.809 --> 00:12:34.811
the question of how am I supposed

00:12:34.831 --> 00:12:36.432
to do that from the book from, uh,

00:12:37.833 --> 00:12:39.615
never split the difference, the, uh,

00:12:41.596 --> 00:12:42.397
the hostage,

00:12:43.977 --> 00:12:46.119
the criminal or whoever would say,

00:12:46.139 --> 00:12:46.958
you know, like you said,

00:12:46.979 --> 00:12:47.918
I need $5 million.

00:12:47.958 --> 00:12:48.879
I need a helicopter.

00:12:48.999 --> 00:12:50.440
I need, you know, this bag of money.

00:12:50.460 --> 00:12:52.461
And Chris Voss would say,

00:12:52.480 --> 00:12:55.081
how am I supposed to do that?

00:12:55.461 --> 00:12:56.442
You know, in that like,

00:12:57.298 --> 00:13:01.001
low DJ, late night radio DJ voice,

00:13:01.962 --> 00:13:02.984
changing tonality.

00:13:04.024 --> 00:13:06.767
But but the but the how am I

00:13:06.807 --> 00:13:08.208
supposed to do that is one

00:13:08.269 --> 00:13:09.690
way where you can get the

00:13:09.789 --> 00:13:11.912
other side to lower their expectations,

00:13:12.351 --> 00:13:14.634
meaning like their or their resistance,

00:13:14.754 --> 00:13:14.955
like

00:13:16.292 --> 00:13:18.092
I don't know how I can

00:13:18.913 --> 00:13:20.133
provide our physical

00:13:20.173 --> 00:13:23.173
therapy for $60 a visit.

00:13:23.913 --> 00:13:24.154
Right.

00:13:24.674 --> 00:13:26.615
And so then you potentially

00:13:26.674 --> 00:13:28.755
will close the gap between

00:13:28.775 --> 00:13:30.657
the 60 and the two 50 and either the,

00:13:31.076 --> 00:13:32.177
either the 60 kind of goes

00:13:32.277 --> 00:13:34.597
up or the two 50 value kind

00:13:34.618 --> 00:13:35.878
of comes down and there,

00:13:35.898 --> 00:13:36.878
and we're closing the gap.

00:13:37.178 --> 00:13:38.038
So then you're going to,

00:13:38.058 --> 00:13:39.519
you're going to fill in the space.

00:13:39.578 --> 00:13:40.580
You're going to fill in the, um,

00:13:44.144 --> 00:13:45.686
how am I supposed to do that?

00:13:45.725 --> 00:13:46.605
Made me very uncomfortable.

00:13:46.625 --> 00:13:48.145
The patient will be stunned, but engaged.

00:13:48.285 --> 00:13:48.666
Love that.

00:13:48.826 --> 00:13:49.067
Yes.

00:13:49.326 --> 00:13:50.547
I don't know who the user,

00:13:50.567 --> 00:13:51.386
I'm not sure who that is.

00:13:51.447 --> 00:13:52.467
So what it does is,

00:13:53.187 --> 00:13:54.967
and I should reread Voss's book again.

00:13:54.988 --> 00:13:55.668
I read it twice,

00:13:56.308 --> 00:13:57.729
but what he did there is like,

00:13:57.908 --> 00:13:58.609
I envisioned,

00:13:58.668 --> 00:13:59.450
and I don't think he said

00:13:59.470 --> 00:13:59.990
this in the book,

00:14:00.009 --> 00:14:01.289
but I envisioned a lot of

00:14:01.350 --> 00:14:02.610
either negotiations or now

00:14:02.671 --> 00:14:04.091
I envision conversations this way.

00:14:04.130 --> 00:14:04.831
It's almost like we're

00:14:04.850 --> 00:14:06.211
throwing a tennis ball back and forth.

00:14:06.532 --> 00:14:06.751
Right.

00:14:07.312 --> 00:14:08.732
So you say like, why, you know,

00:14:09.072 --> 00:14:09.712
patient says, okay,

00:14:10.695 --> 00:14:12.235
You're 200 bucks and down

00:14:12.275 --> 00:14:13.437
the street is 60.

00:14:13.437 --> 00:14:14.417
And your response is like,

00:14:15.118 --> 00:14:16.599
do you what I might have

00:14:16.678 --> 00:14:17.379
said or one of the

00:14:17.418 --> 00:14:18.720
questions I might have asked first is,

00:14:18.860 --> 00:14:21.481
do you think like help me understand?

00:14:21.501 --> 00:14:23.043
Do you think that we're the same?

00:14:23.243 --> 00:14:24.503
Like if you think we're the same,

00:14:24.783 --> 00:14:25.624
then you shouldn't pay $200.

00:14:25.624 --> 00:14:26.083
So do you think that.

00:14:28.833 --> 00:14:30.775
So it's a question and it's open-ended.

00:14:31.397 --> 00:14:33.178
Do you think that we're

00:14:33.198 --> 00:14:34.120
providing the same thing as

00:14:34.159 --> 00:14:35.302
the other place or have you

00:14:35.322 --> 00:14:35.881
looked into them?

00:14:36.082 --> 00:14:36.363
Again,

00:14:36.462 --> 00:14:37.904
it tosses the tennis ball back to

00:14:37.924 --> 00:14:39.606
the other person to say, well, no,

00:14:39.626 --> 00:14:40.988
I see that there is a difference.

00:14:41.629 --> 00:14:42.990
Then, well,

00:14:43.030 --> 00:14:44.011
how can I charge 60 when I'm

00:14:44.032 --> 00:14:44.371
providing more?

00:14:47.301 --> 00:14:48.341
So what it does is it's not

00:14:48.421 --> 00:14:49.902
saying what it doesn't do.

00:14:50.221 --> 00:14:51.841
And I think a reaction for

00:14:51.922 --> 00:14:52.962
clinic owners or business

00:14:52.982 --> 00:14:53.743
people or hostage

00:14:53.763 --> 00:14:55.923
negotiators would be my costs are higher,

00:14:55.962 --> 00:14:56.263
man.

00:14:56.783 --> 00:14:58.583
And I'm in a big,

00:14:58.624 --> 00:14:59.844
really expensive neighborhood.

00:14:59.903 --> 00:15:00.985
And like I have a doctoral

00:15:01.004 --> 00:15:02.225
degree and I got to pay my bills.

00:15:02.284 --> 00:15:03.184
It's like, hey, man,

00:15:03.765 --> 00:15:04.865
those are you problems.

00:15:05.686 --> 00:15:07.226
But what is this thing we're

00:15:07.246 --> 00:15:08.327
trying to accomplish together?

00:15:08.447 --> 00:15:09.208
You obviously,

00:15:09.369 --> 00:15:10.049
and here's the other thing I

00:15:10.070 --> 00:15:10.590
was taught too.

00:15:10.889 --> 00:15:12.851
If we're still talking, we're negotiating.

00:15:13.292 --> 00:15:14.712
It doesn't have to be moving

00:15:14.773 --> 00:15:15.774
numbers back and forth.

00:15:15.813 --> 00:15:17.154
But if you're like, you know,

00:15:17.535 --> 00:15:20.498
why are you 200 and the other guy is 60?

00:15:20.498 --> 00:15:23.059
If we're talking, you still want to be,

00:15:23.460 --> 00:15:24.480
there's still a door open

00:15:24.520 --> 00:15:25.501
for you to pick the person

00:15:25.522 --> 00:15:27.003
who's charging 200.

00:15:27.003 --> 00:15:28.364
They need to understand why

00:15:28.384 --> 00:15:29.184
it's better for them.

00:15:30.375 --> 00:15:30.775
Or not.

00:15:31.356 --> 00:15:32.158
But that's what they're doing.

00:15:32.177 --> 00:15:33.479
They're seeking information to say,

00:15:33.818 --> 00:15:35.941
help me fill in this gap.

00:15:36.061 --> 00:15:36.601
Like you said,

00:15:37.322 --> 00:15:40.384
when I go to CSM and I

00:15:40.445 --> 00:15:41.326
objectively look at the

00:15:41.365 --> 00:15:42.567
hotel that's attached to

00:15:42.586 --> 00:15:44.729
the conference and it's $100 more a night,

00:15:45.250 --> 00:15:48.032
I'm like, my animal brain goes,

00:15:48.292 --> 00:15:48.852
that's stupid.

00:15:48.873 --> 00:15:49.953
I'm going to get an Airbnb.

00:15:50.053 --> 00:15:50.754
And I've done that.

00:15:51.195 --> 00:15:51.754
And then I go,

00:15:51.774 --> 00:15:53.836
that sucks every morning when I wake up.

00:15:53.875 --> 00:15:54.657
I got to get up an hour

00:15:54.716 --> 00:15:55.657
early and I got an Uber.

00:15:55.677 --> 00:15:56.778
And when it's in Boston in

00:15:56.857 --> 00:15:58.739
February and I'm miserable, I'm like,

00:15:58.979 --> 00:15:59.980
I'd rather be right there

00:16:00.379 --> 00:16:01.379
in that hotel bed,

00:16:01.801 --> 00:16:03.201
nice and cushy and warm.

00:16:03.581 --> 00:16:04.501
And then all of a sudden the

00:16:04.562 --> 00:16:05.783
juice is worth a squeeze.

00:16:06.163 --> 00:16:08.504
So I think one of the things that he does,

00:16:08.744 --> 00:16:11.046
the other thing that you did was you kept,

00:16:11.306 --> 00:16:14.687
it seems like, it feels like,

00:16:15.067 --> 00:16:16.649
he calls this the accusation on it.

00:16:17.428 --> 00:16:18.269
And the first thing you did

00:16:18.308 --> 00:16:21.931
was so it seems like price is the issue.

00:16:22.630 --> 00:16:24.011
And that's a technique called anchoring.

00:16:24.072 --> 00:16:24.331
It's like,

00:16:24.711 --> 00:16:25.993
I want to know what your biggest

00:16:26.993 --> 00:16:28.052
what's the biggest hitch in

00:16:28.072 --> 00:16:28.854
the giddy up here?

00:16:28.933 --> 00:16:29.634
Is it price?

00:16:29.813 --> 00:16:30.575
Is it quality?

00:16:30.835 --> 00:16:31.955
Because if someone had said to you,

00:16:32.335 --> 00:16:32.995
I met with one of your

00:16:33.035 --> 00:16:34.576
clinicians and I found them

00:16:34.615 --> 00:16:36.716
not professional and you'd be like, whoa,

00:16:36.777 --> 00:16:37.397
hold on a second.

00:16:37.476 --> 00:16:37.636
Like,

00:16:37.798 --> 00:16:39.498
it sounds as if that was not a good

00:16:39.538 --> 00:16:40.558
experience for you.

00:16:41.239 --> 00:16:41.859
Absolutely.

00:16:41.899 --> 00:16:43.220
Like, but so you're confirming.

00:16:44.110 --> 00:16:45.350
What you don't do is push

00:16:45.370 --> 00:16:47.432
them into a corner, Voss says, which is,

00:16:47.731 --> 00:16:48.932
oh, so you had a bad experience?

00:16:49.453 --> 00:16:50.833
That is drastically

00:16:50.894 --> 00:16:52.174
different than it sounds as

00:16:52.274 --> 00:16:53.796
if the quality of what you

00:16:53.855 --> 00:16:55.356
expected in terms of the

00:16:55.376 --> 00:16:57.678
clinician was not met.

00:16:59.100 --> 00:17:00.500
The expectation of reality didn't meet.

00:17:01.081 --> 00:17:03.923
So really, you can see this is, I call it,

00:17:04.364 --> 00:17:05.825
I started naming things in the book too,

00:17:05.904 --> 00:17:06.404
funny things.

00:17:06.746 --> 00:17:07.946
Remember from Jurassic Park,

00:17:08.047 --> 00:17:08.906
how they described how the

00:17:09.027 --> 00:17:10.428
raptors used to test the fence,

00:17:10.709 --> 00:17:12.289
the electrified fence?

00:17:12.309 --> 00:17:14.711
They never checked the same spot twice.

00:17:15.211 --> 00:17:16.333
They're just testing the perimeter.

00:17:16.353 --> 00:17:17.493
They're figuring how to get in.

00:17:17.814 --> 00:17:18.255
They're saying,

00:17:18.615 --> 00:17:20.215
what is the actual problem here?

00:17:20.896 --> 00:17:22.998
The first step to solving a

00:17:23.038 --> 00:17:24.480
problem is admitting you have one.

00:17:24.740 --> 00:17:25.579
The step before that is

00:17:25.599 --> 00:17:26.101
figuring out what the

00:17:26.141 --> 00:17:26.922
problem actually is.

00:17:27.721 --> 00:17:28.462
And for...

00:17:29.960 --> 00:17:31.701
For patients or customers,

00:17:32.101 --> 00:17:33.662
it's not always the same thing.

00:17:33.741 --> 00:17:35.182
So understanding what are we

00:17:35.262 --> 00:17:36.523
actually negotiating over?

00:17:36.663 --> 00:17:38.183
Is it price or is it

00:17:38.263 --> 00:17:40.184
perceived value and expectation?

00:17:40.965 --> 00:17:43.027
Well, that clinic down the street is $60.

00:17:43.346 --> 00:17:45.248
You go to them and sometimes

00:17:45.268 --> 00:17:47.209
their availability might be tough.

00:17:47.548 --> 00:17:48.750
It sounds as if you might

00:17:48.789 --> 00:17:51.230
value flexibility more than

00:17:51.270 --> 00:17:52.112
you did money.

00:17:53.230 --> 00:17:54.612
That's why you're paying

00:17:54.652 --> 00:17:57.255
more to get a black car.

00:17:57.974 --> 00:17:59.777
You're valuing flexibility

00:17:59.836 --> 00:18:01.999
and style more than you are a yellow cab.

00:18:02.118 --> 00:18:03.359
Those things both get you

00:18:03.559 --> 00:18:04.601
from point A to point B.

00:18:05.582 --> 00:18:06.542
And I push back and I go,

00:18:06.563 --> 00:18:07.564
but that's not what they value.

00:18:08.939 --> 00:18:09.138
Right.

00:18:09.459 --> 00:18:09.660
Right.

00:18:09.740 --> 00:18:09.960
Okay.

00:18:09.980 --> 00:18:10.880
So here's another example.

00:18:12.181 --> 00:18:14.083
Now this, this whole breakfast club show,

00:18:14.163 --> 00:18:15.343
like this was your idea.

00:18:15.363 --> 00:18:17.884
You, I think you and I and Tony,

00:18:17.924 --> 00:18:20.366
we did like some, we did like a video,

00:18:20.386 --> 00:18:21.347
like an episode or something.

00:18:21.367 --> 00:18:22.327
I forget, maybe it was live.

00:18:22.347 --> 00:18:22.989
I don't even remember.

00:18:23.368 --> 00:18:24.849
And I think then after that, you were like,

00:18:24.890 --> 00:18:25.529
Hey, this should be,

00:18:26.530 --> 00:18:27.711
like breakfast club pt

00:18:27.751 --> 00:18:28.732
correct is that is that

00:18:28.752 --> 00:18:30.933
correct okay let's assume

00:18:31.394 --> 00:18:32.595
that jimmy mckay did not

00:18:32.654 --> 00:18:34.115
make up the idea for this

00:18:34.236 --> 00:18:36.278
show now me tony and I

00:18:36.337 --> 00:18:37.558
tony's got learn medicare

00:18:37.578 --> 00:18:38.439
billing I have the dave

00:18:38.459 --> 00:18:39.799
kittle show on youtube

00:18:39.839 --> 00:18:41.801
whatever and I so I've

00:18:41.821 --> 00:18:42.862
known jimmy now for I don't

00:18:42.882 --> 00:18:44.743
know how long eight years

00:18:44.804 --> 00:18:45.784
or something seven eight

00:18:45.804 --> 00:18:46.484
years something like that

00:18:46.545 --> 00:18:47.806
online yeah okay

00:18:49.372 --> 00:18:51.272
if I wanted to if tony and I

00:18:51.353 --> 00:18:52.814
or if just I wanted to come

00:18:52.953 --> 00:18:54.035
on and say to jimmy like

00:18:54.075 --> 00:18:56.416
hey I have this idea for a

00:18:56.537 --> 00:18:59.338
show so I can get on

00:18:59.419 --> 00:19:00.598
jimmy's show I mean your

00:19:00.638 --> 00:19:01.400
show has been downloaded

00:19:01.440 --> 00:19:02.560
over five million times the

00:19:02.580 --> 00:19:03.601
biggest physical therapy

00:19:03.701 --> 00:19:05.482
physiotherapy show in the

00:19:05.502 --> 00:19:07.703
world I think now I would

00:19:07.723 --> 00:19:09.125
want to who wouldn't want

00:19:09.144 --> 00:19:10.286
to come on this show and be

00:19:10.506 --> 00:19:11.707
on your podcast your

00:19:11.727 --> 00:19:13.827
platform whatever the

00:19:13.887 --> 00:19:14.929
example from the book would

00:19:14.969 --> 00:19:17.049
be I can't just come to

00:19:17.089 --> 00:19:17.971
jimmy mckay and say hey

00:19:20.075 --> 00:19:21.276
I want to be on,

00:19:21.355 --> 00:19:22.556
I want to start a new show

00:19:22.996 --> 00:19:24.916
on your platform and, you know,

00:19:24.936 --> 00:19:25.498
pitch it to you.

00:19:25.597 --> 00:19:28.338
When I do that, when I do that, I am at a,

00:19:28.358 --> 00:19:29.920
uh, I have lower leverage.

00:19:30.079 --> 00:19:32.580
I don't have, I don't have even,

00:19:32.740 --> 00:19:33.721
even with my experience of

00:19:33.760 --> 00:19:35.422
doing videos and whatever and all that,

00:19:35.682 --> 00:19:38.242
but I don't have the leverage, but here,

00:19:38.463 --> 00:19:38.743
how,

00:19:38.864 --> 00:19:40.104
here's how I can frame it differently.

00:19:41.424 --> 00:19:42.865
I cold message Jimmy,

00:19:42.986 --> 00:19:44.185
or I get on a zoom call

00:19:44.226 --> 00:19:44.946
with him and Tony.

00:19:45.586 --> 00:19:47.307
And I say to Jimmy, Hey, um,

00:19:49.670 --> 00:19:51.510
would it make sense to

00:19:53.011 --> 00:19:54.613
possibly have like a morning show?

00:19:54.633 --> 00:19:56.334
Like I know you used to do a lot of radio.

00:19:56.354 --> 00:19:58.135
And so I'm,

00:19:58.536 --> 00:19:59.797
I'm asking Jimmy a question

00:19:59.836 --> 00:20:01.097
because I know his whole

00:20:01.117 --> 00:20:02.057
background with radio

00:20:02.117 --> 00:20:04.660
before physical therapy, but I,

00:20:04.799 --> 00:20:05.760
I don't want to ask,

00:20:06.601 --> 00:20:10.743
I don't want to pitch him where it's a no,

00:20:10.864 --> 00:20:12.224
like it's easy to say no.

00:20:12.904 --> 00:20:14.886
And that's in the book of you want to ask,

00:20:14.906 --> 00:20:14.946
um,

00:20:16.259 --> 00:20:17.701
the, you don't wanna elicit,

00:20:17.721 --> 00:20:19.041
you're not trying to elicit a yes.

00:20:20.423 --> 00:20:21.663
I wanna elicit a no.

00:20:22.503 --> 00:20:23.944
And so if I say to Jimmy, hey,

00:20:24.645 --> 00:20:26.267
would it make sense to

00:20:26.606 --> 00:20:30.329
possibly consider a morning show,

00:20:31.430 --> 00:20:32.990
PT Breakfast Club, whatever we call it.

00:20:34.992 --> 00:20:36.534
And if you say

00:20:38.913 --> 00:20:40.173
Or in the book, I'm sorry.

00:20:40.834 --> 00:20:41.933
Would it be a bad idea?

00:20:42.094 --> 00:20:43.335
Is it a bad idea?

00:20:43.355 --> 00:20:44.154
Jimmy,

00:20:45.434 --> 00:20:48.375
is it a bad idea to consider a

00:20:48.977 --> 00:20:51.037
morning show on your platform?

00:20:51.577 --> 00:20:53.077
And you said consider, not do.

00:20:53.397 --> 00:20:54.097
And that's different.

00:20:54.358 --> 00:20:55.679
So I'd be like, well, no.

00:20:56.078 --> 00:20:56.618
I mean, hey,

00:20:56.638 --> 00:20:57.420
I know what a morning show

00:20:57.440 --> 00:20:59.839
looks like or could look like.

00:21:00.000 --> 00:21:00.980
I have a general idea,

00:21:01.000 --> 00:21:02.260
but it might not be the same idea as you.

00:21:02.280 --> 00:21:03.642
It's like, no, that's not a bad idea.

00:21:03.662 --> 00:21:03.741
Yeah.

00:21:04.902 --> 00:21:05.583
What would that look like?

00:21:05.762 --> 00:21:07.183
You would get me to ask a

00:21:07.243 --> 00:21:08.124
question is what I think

00:21:08.144 --> 00:21:08.845
you're going for.

00:21:09.325 --> 00:21:10.205
Not shut it down.

00:21:10.246 --> 00:21:11.425
You haven't given me a whole pitch.

00:21:11.705 --> 00:21:12.727
You haven't locked me into

00:21:12.747 --> 00:21:14.008
making a yes or no decision.

00:21:14.048 --> 00:21:18.290
It's just one question closer to a thing.

00:21:18.570 --> 00:21:20.172
And you and I,

00:21:20.211 --> 00:21:20.731
we've had a bunch of

00:21:20.751 --> 00:21:21.613
interactions over the years.

00:21:21.673 --> 00:21:23.653
But even if I cold message

00:21:23.673 --> 00:21:26.496
you or I get you on a Zoom call and I say,

00:21:27.655 --> 00:21:30.077
hey, do you want to start a morning show?

00:21:31.641 --> 00:21:34.083
It's kind of like, nah,

00:21:34.123 --> 00:21:35.704
like maybe I need more information,

00:21:35.805 --> 00:21:37.467
but it's easier for it.

00:21:37.727 --> 00:21:38.667
That question makes it

00:21:38.748 --> 00:21:39.709
easier for you to say no,

00:21:39.729 --> 00:21:43.231
to shut me down.

00:21:43.972 --> 00:21:45.173
The example I use is don't

00:21:45.233 --> 00:21:46.575
ask someone to get married

00:21:46.615 --> 00:21:47.536
before you ask them out on

00:21:47.556 --> 00:21:48.037
the first date.

00:21:49.840 --> 00:21:51.801
There's an order we do things.

00:21:51.821 --> 00:21:54.002
We do coffee, coffee, dinner, dinner,

00:21:54.403 --> 00:21:56.064
a weekend away, meet the parents,

00:21:56.104 --> 00:21:56.423
married.

00:21:57.064 --> 00:21:57.825
And we do a bunch of those

00:21:57.845 --> 00:21:58.565
things repeatedly.

00:21:58.805 --> 00:21:59.405
But if you ask to get

00:21:59.425 --> 00:22:00.286
married the first date,

00:22:00.885 --> 00:22:01.946
you're giving me an it's

00:22:02.047 --> 00:22:03.227
either this or nothing.

00:22:03.647 --> 00:22:04.268
It's too much.

00:22:04.387 --> 00:22:05.568
I'm probably going to say no.

00:22:05.709 --> 00:22:06.469
It's too big of a leap.

00:22:07.548 --> 00:22:08.210
Right, right.

00:22:08.289 --> 00:22:10.171
And so if I ask, again,

00:22:10.191 --> 00:22:13.811
do you want to start a morning show?

00:22:14.012 --> 00:22:15.532
It's easier for you to say

00:22:15.853 --> 00:22:19.544
no because it's just –

00:22:19.544 --> 00:22:20.644
You're like, oh, it's extra time.

00:22:20.784 --> 00:22:21.865
When do I have to schedule that?

00:22:21.884 --> 00:22:22.724
There's all this baggage

00:22:22.765 --> 00:22:23.765
that comes with the decision.

00:22:24.164 --> 00:22:24.765
And I still don't know what

00:22:24.785 --> 00:22:25.905
I'm getting at that point.

00:22:25.925 --> 00:22:29.465
Do you know what I mean?

00:22:29.486 --> 00:22:30.807
It's still like, well, okay,

00:22:30.906 --> 00:22:33.146
but it's too big of a leap.

00:22:34.387 --> 00:22:34.607
Right.

00:22:34.988 --> 00:22:35.968
So in the book,

00:22:36.867 --> 00:22:37.708
you're trying to ask...

00:22:38.628 --> 00:22:39.689
Chris Voss frames it as,

00:22:40.308 --> 00:22:42.710
would it be a bad idea if... Right.

00:22:43.829 --> 00:22:44.089
And so...

00:22:46.057 --> 00:22:46.657
As opposed to,

00:22:47.138 --> 00:22:48.900
do you wanna start a

00:22:48.980 --> 00:22:50.460
breakfast club show in the morning?

00:22:50.621 --> 00:22:52.741
That puts a lot of brain

00:22:53.342 --> 00:22:55.603
processing on you where you have to like,

00:22:56.844 --> 00:22:57.403
I don't know.

00:22:57.984 --> 00:22:58.765
That question makes it so

00:22:58.785 --> 00:22:59.704
much easier to say no.

00:23:00.205 --> 00:23:01.967
Instead it's, hey Jimmy,

00:23:03.207 --> 00:23:04.428
would it be a bad idea to

00:23:04.468 --> 00:23:07.710
consider a breakfast show in the morning?

00:23:08.670 --> 00:23:11.011
And when I say, would it be a bad idea if,

00:23:12.409 --> 00:23:14.430
most people wanna say no to most questions,

00:23:14.470 --> 00:23:14.589
right?

00:23:14.609 --> 00:23:15.690
You get cold message,

00:23:15.710 --> 00:23:16.671
I get cold message all the time.

00:23:16.911 --> 00:23:18.770
We always, we default to no,

00:23:18.830 --> 00:23:19.352
cause we're like,

00:23:19.372 --> 00:23:20.832
we wanna have our guard up, right?

00:23:22.212 --> 00:23:23.272
Now, when I say,

00:23:23.452 --> 00:23:25.594
would it be a bad idea if

00:23:25.653 --> 00:23:27.035
we considered a breakfast

00:23:27.375 --> 00:23:28.234
club show in the morning?

00:23:28.535 --> 00:23:29.715
Your default is still no.

00:23:30.395 --> 00:23:33.396
So you said, no, it's not a bad idea.

00:23:33.557 --> 00:23:34.597
That's what happens in your brain.

00:23:34.617 --> 00:23:37.538
So I'm asking you a question that is,

00:23:39.020 --> 00:23:40.183
Because if you say yes, yes,

00:23:40.243 --> 00:23:41.006
it is a bad idea.

00:23:41.247 --> 00:23:42.430
But most people are not

00:23:42.450 --> 00:23:43.772
going to retort to a yes as

00:23:43.834 --> 00:23:44.855
default to a question.

00:23:45.678 --> 00:23:46.902
Did you ever see the movie Inception?

00:23:47.978 --> 00:23:48.438
Sure, yeah.

00:23:48.897 --> 00:23:50.178
And the whole concept of that movie,

00:23:50.198 --> 00:23:51.199
spoiler alert, spoiler alert,

00:23:51.578 --> 00:23:52.558
the whole concept of that

00:23:52.638 --> 00:23:54.078
is they can like get into

00:23:54.118 --> 00:23:56.319
your dreams and put ideas in your head.

00:23:56.640 --> 00:23:58.240
And so they can make you do

00:23:58.279 --> 00:24:00.299
something like give away all your money,

00:24:00.881 --> 00:24:01.060
right?

00:24:01.141 --> 00:24:02.320
If you want to break up a company,

00:24:02.361 --> 00:24:03.901
you go into the CEO's dream

00:24:04.300 --> 00:24:05.280
and you put the idea in their head.

00:24:05.320 --> 00:24:06.961
But what they found was it

00:24:07.082 --> 00:24:09.221
only really worked if they

00:24:09.261 --> 00:24:10.201
came up with the idea.

00:24:10.362 --> 00:24:11.563
You could plan an idea,

00:24:11.742 --> 00:24:12.603
but it wouldn't last.

00:24:12.663 --> 00:24:13.482
That was the idea.

00:24:14.002 --> 00:24:15.784
So I think a lot of these questions,

00:24:15.884 --> 00:24:17.003
would it be a bad idea if...

00:24:18.163 --> 00:24:20.565
Or it sounds like you're

00:24:20.704 --> 00:24:22.465
acting more like the Yoda

00:24:22.526 --> 00:24:24.366
and you're saying, I make suggestions,

00:24:24.586 --> 00:24:25.387
you make decisions.

00:24:27.509 --> 00:24:28.648
I'm going to walk you to the

00:24:28.709 --> 00:24:30.769
end of a diving board, but if I push you,

00:24:30.829 --> 00:24:31.911
I'm a used car salesman.

00:24:31.931 --> 00:24:33.152
And you might say yes just

00:24:33.192 --> 00:24:34.531
to get me away from you,

00:24:35.073 --> 00:24:36.032
but then the minute you go home,

00:24:36.053 --> 00:24:36.633
you're going to stop

00:24:36.673 --> 00:24:37.753
payment on that check and you're like,

00:24:37.794 --> 00:24:38.733
I'm out.

00:24:39.075 --> 00:24:39.694
It's like when the people

00:24:39.734 --> 00:24:40.634
walk up to you at the mall

00:24:40.654 --> 00:24:42.336
and they want to squirt lotion on you,

00:24:42.375 --> 00:24:43.896
I'm not sure, or perfume, whatever.

00:24:44.217 --> 00:24:45.597
I'm always like, nope, nope, nope, nope,

00:24:45.637 --> 00:24:45.798
nope.

00:24:46.856 --> 00:24:49.140
So those people in the mall,

00:24:49.420 --> 00:24:51.923
they would have better outcomes.

00:24:51.983 --> 00:24:53.465
They would touch more people.

00:24:53.486 --> 00:24:54.165
They would probably sell

00:24:54.205 --> 00:24:55.607
more if they were holding

00:24:55.627 --> 00:24:58.010
the thing and saying, you know, hey,

00:24:58.152 --> 00:24:59.012
would it be a bad idea to

00:24:59.053 --> 00:24:59.713
try this lotion?

00:25:00.366 --> 00:25:02.068
Yeah, because you're going to say, no, no,

00:25:02.128 --> 00:25:02.469
no, no, no.

00:25:02.848 --> 00:25:04.671
And then but then when you

00:25:04.711 --> 00:25:06.613
realize you just said, right, no, no,

00:25:06.653 --> 00:25:07.373
it's not a bad idea,

00:25:07.393 --> 00:25:08.433
which means it is a good idea.

00:25:08.934 --> 00:25:09.816
Do you know my default?

00:25:10.135 --> 00:25:10.836
They usually say,

00:25:10.896 --> 00:25:11.717
would you like to try this?

00:25:11.738 --> 00:25:12.657
Would you like to smell better?

00:25:12.698 --> 00:25:13.419
Would you like softer?

00:25:13.719 --> 00:25:14.440
No, they usually say,

00:25:14.480 --> 00:25:15.461
can I ask you a question?

00:25:15.601 --> 00:25:17.102
The one is, can I ask you a question?

00:25:17.343 --> 00:25:19.424
That's no default.

00:25:19.585 --> 00:25:20.486
So that's a bad question.

00:25:20.645 --> 00:25:20.826
Right.

00:25:20.865 --> 00:25:23.228
But I would say you just you just did.

00:25:24.088 --> 00:25:25.109
And then I keep walking.

00:25:26.298 --> 00:25:27.519
I like you just did and have

00:25:27.579 --> 00:25:29.961
it because their pitch is

00:25:30.021 --> 00:25:30.742
the same every time.

00:25:30.762 --> 00:25:32.243
So he's also talking about I

00:25:32.304 --> 00:25:34.066
think this is Voss pattern

00:25:34.086 --> 00:25:34.925
interruption is pattern

00:25:34.945 --> 00:25:37.008
interruption Voss in your

00:25:37.107 --> 00:25:38.148
because that's what he

00:25:38.169 --> 00:25:40.170
talks about in terms of speed and tones.

00:25:40.190 --> 00:25:41.310
You have the pitch of your voice.

00:25:41.852 --> 00:25:43.712
He's like when he wants to

00:25:43.752 --> 00:25:44.614
and this is how I read it

00:25:44.854 --> 00:25:45.954
when he wants to like

00:25:46.494 --> 00:25:49.137
underline italicize and bold something.

00:25:50.219 --> 00:25:53.083
He slows down and he goes deeper.

00:25:53.903 --> 00:25:55.626
So he's like, because he under,

00:25:55.846 --> 00:25:57.308
what he really understands is,

00:25:57.809 --> 00:25:58.351
and in the book,

00:25:58.371 --> 00:25:59.553
he talks about how he out

00:25:59.593 --> 00:26:02.817
negotiates like Harvard trained MBAs.

00:26:02.836 --> 00:26:03.999
And he's like, I'm just the guy from,

00:26:04.078 --> 00:26:04.680
I think he's from Long

00:26:04.740 --> 00:26:05.280
Island or something.

00:26:05.300 --> 00:26:05.500
He's like,

00:26:05.540 --> 00:26:06.522
I'm just a guy from the streets.

00:26:07.952 --> 00:26:08.834
he understood that there's a

00:26:08.894 --> 00:26:11.295
brain in the in the skull

00:26:11.335 --> 00:26:12.634
the person across from him

00:26:12.654 --> 00:26:14.316
or on the phone with him so

00:26:14.355 --> 00:26:16.477
he's understanding like you

00:26:16.517 --> 00:26:17.917
know you play baseball when

00:26:17.938 --> 00:26:18.978
you're in the moment you're

00:26:18.998 --> 00:26:20.739
just your your focus gets

00:26:20.818 --> 00:26:22.500
really narrow right when

00:26:22.519 --> 00:26:23.441
you're in the moment your

00:26:23.540 --> 00:26:24.701
focus gets everything's

00:26:24.721 --> 00:26:25.642
going by 100 miles an hour

00:26:25.662 --> 00:26:26.142
you're trying to pay

00:26:26.182 --> 00:26:26.801
attention to a lot of

00:26:26.842 --> 00:26:28.502
information he's trying to

00:26:28.623 --> 00:26:29.864
slow that person down

00:26:29.884 --> 00:26:31.304
because he alt he doesn't

00:26:31.344 --> 00:26:31.904
want them to make a

00:26:32.744 --> 00:26:34.226
A bad decision from his point,

00:26:34.286 --> 00:26:36.488
like kill a hostage or, you know,

00:26:37.269 --> 00:26:39.029
run out of the bank with his guns drawn.

00:26:39.049 --> 00:26:40.611
He's like, that's a bad outcome, too.

00:26:41.131 --> 00:26:41.791
He's trying.

00:26:41.932 --> 00:26:43.133
I mean, if you really want to look at this,

00:26:43.512 --> 00:26:44.433
he's trying to make the

00:26:44.513 --> 00:26:45.494
bank robber make the

00:26:45.535 --> 00:26:46.756
decision to surrender and

00:26:47.675 --> 00:26:48.737
make him think it's his

00:26:48.777 --> 00:26:49.738
decision to surrender.

00:26:50.498 --> 00:26:52.019
I can yell at you all day.

00:26:52.259 --> 00:26:52.480
Right.

00:26:52.519 --> 00:26:53.361
We all had parents.

00:26:53.401 --> 00:26:54.521
My dad was a yeller.

00:26:55.561 --> 00:26:55.801
He's like,

00:26:56.182 --> 00:26:57.623
I could just yell and scream at you.

00:26:57.923 --> 00:26:59.503
Eventually, it doesn't do anything.

00:26:59.984 --> 00:27:00.365
For me,

00:27:00.384 --> 00:27:01.925
it was probably good that my dad

00:27:01.965 --> 00:27:03.846
was a big yelling fireman

00:27:03.866 --> 00:27:05.528
because he was used to yelling at work.

00:27:06.067 --> 00:27:07.269
When he would yell at me in the beginning,

00:27:07.288 --> 00:27:07.828
it would work.

00:27:08.009 --> 00:27:08.669
Then after a while,

00:27:09.450 --> 00:27:10.789
when I get interactions with people,

00:27:11.250 --> 00:27:12.951
I get really slow.

00:27:13.892 --> 00:27:15.713
I win interactions like with

00:27:15.773 --> 00:27:17.556
weird people on trolls online or whatever,

00:27:17.796 --> 00:27:19.538
because I slow it down when

00:27:19.557 --> 00:27:21.139
you're giving me, you know, 10,

00:27:21.139 --> 00:27:22.601
10 different kinds of smoke

00:27:23.041 --> 00:27:24.544
and heat and volume.

00:27:25.023 --> 00:27:25.565
Slow it down.

00:27:25.585 --> 00:27:26.905
That's what Voss is really saying.

00:27:26.925 --> 00:27:28.248
He's like, slow it down.

00:27:28.567 --> 00:27:30.009
Don't rush them to say yes.

00:27:30.130 --> 00:27:31.971
It needs to be the inception moment.

00:27:32.730 --> 00:27:34.353
You want it to be their decision.

00:27:34.613 --> 00:27:36.734
So this is a negotiation with an employee.

00:27:37.015 --> 00:27:38.997
This is a negotiation with an employer.

00:27:39.416 --> 00:27:41.859
This is patient interactions

00:27:41.920 --> 00:27:43.280
is where I was like, oh, my gosh,

00:27:43.340 --> 00:27:44.281
you could use these Jedi

00:27:44.301 --> 00:27:45.403
mind tricks for good.

00:27:46.223 --> 00:27:47.144
If you're saying it sounds

00:27:47.203 --> 00:27:48.746
as if like the exercises

00:27:48.766 --> 00:27:49.527
that I'm giving you,

00:27:50.007 --> 00:27:52.209
you don't they don't feel

00:27:52.229 --> 00:27:53.150
like they're working for you.

00:27:53.170 --> 00:27:53.710
I think you're getting

00:27:53.730 --> 00:27:54.290
anything out of them.

00:27:54.671 --> 00:27:56.653
It sounds as if not.

00:27:57.653 --> 00:27:58.675
Those exercises I'm giving you,

00:27:58.695 --> 00:27:59.336
they're not working.

00:27:59.757 --> 00:28:00.939
Well, no, no, that's not what I'm saying.

00:28:00.959 --> 00:28:02.520
I want to be open to them,

00:28:02.540 --> 00:28:03.962
but what you're getting is

00:28:04.022 --> 00:28:04.844
I don't understand them.

00:28:05.164 --> 00:28:07.327
So you're telling me maybe

00:28:07.688 --> 00:28:08.489
we should review them

00:28:08.528 --> 00:28:10.070
because it's the understanding.

00:28:10.491 --> 00:28:11.573
You believe they could work,

00:28:11.614 --> 00:28:12.134
but you don't know if

00:28:12.153 --> 00:28:13.236
you're getting them right at home.

00:28:13.576 --> 00:28:14.277
Do I have that right?

00:28:15.153 --> 00:28:15.473
Yes.

00:28:15.913 --> 00:28:16.193
Got it.

00:28:16.273 --> 00:28:16.973
I understand what the

00:28:17.013 --> 00:28:17.755
problem we're actually

00:28:17.775 --> 00:28:18.494
trying to solve now.

00:28:18.575 --> 00:28:19.674
Now it's moving to let's

00:28:19.714 --> 00:28:20.634
let's take the next 15

00:28:20.634 --> 00:28:23.096
minutes for education or yeah,

00:28:23.576 --> 00:28:25.057
I think I've been doing them perfectly.

00:28:25.096 --> 00:28:25.457
Those things.

00:28:25.537 --> 00:28:26.017
OK, great.

00:28:26.696 --> 00:28:27.817
It sounds as if maybe you

00:28:27.836 --> 00:28:28.958
think different exercises

00:28:28.998 --> 00:28:30.077
would be better or a

00:28:30.137 --> 00:28:31.298
different treatment might be better.

00:28:31.317 --> 00:28:32.077
Do I have that right?

00:28:32.518 --> 00:28:32.778
Yeah.

00:28:33.078 --> 00:28:34.219
But if you don't give them

00:28:34.259 --> 00:28:35.179
the opportunity to open

00:28:35.199 --> 00:28:36.118
that door to go through it,

00:28:36.219 --> 00:28:37.160
they're just going to be pissed.

00:28:37.480 --> 00:28:39.019
Then you say patients not compliant.

00:28:39.480 --> 00:28:40.701
They fell off the schedule.

00:28:40.740 --> 00:28:42.000
But really is your fault.

00:28:43.131 --> 00:28:44.734
because it's your job to understand.

00:28:45.355 --> 00:28:46.499
That's where I get my mantra

00:28:46.558 --> 00:28:47.862
on LinkedIn is science

00:28:47.903 --> 00:28:49.185
isn't finished until it's understood.

00:28:49.547 --> 00:28:50.307
Just because you said it

00:28:50.347 --> 00:28:51.211
doesn't mean they understand it.

00:28:52.682 --> 00:28:54.843
So going back to Jimmy as the fake patient,

00:28:54.982 --> 00:28:56.423
so you could circle back

00:28:56.503 --> 00:28:58.944
and say at the end of the conversation,

00:28:58.964 --> 00:29:01.747
I could say, you know, Jimmy,

00:29:01.787 --> 00:29:02.227
you're right.

00:29:02.326 --> 00:29:06.108
Listen, the 250, it's expensive.

00:29:06.229 --> 00:29:07.769
This is a premium experience.

00:29:08.230 --> 00:29:09.470
This is different than the

00:29:09.470 --> 00:29:11.111
$60 copay physical therapy

00:29:11.131 --> 00:29:13.211
down the street.

00:29:13.271 --> 00:29:13.553
You know what?

00:29:14.192 --> 00:29:14.873
I don't want to talk bad

00:29:14.893 --> 00:29:16.054
about that place down the street.

00:29:16.114 --> 00:29:19.295
So what I will say is if they ask me, like,

00:29:19.335 --> 00:29:20.155
how is so-and-so,

00:29:20.915 --> 00:29:22.217
I will say the word decent.

00:29:23.507 --> 00:29:24.047
They're decent.

00:29:26.147 --> 00:29:27.749
It may be neutral.

00:29:27.788 --> 00:29:29.749
I'm not saying that they're good or great.

00:29:29.929 --> 00:29:30.609
Maybe they're good.

00:29:30.769 --> 00:29:31.329
If they're good,

00:29:31.950 --> 00:29:34.651
I'll definitely say my colleague is good.

00:29:34.671 --> 00:29:36.132
I know that practice owner.

00:29:36.152 --> 00:29:36.731
I know that practice.

00:29:36.791 --> 00:29:38.231
I might say they're good or

00:29:38.251 --> 00:29:39.073
they're great or whatever.

00:29:40.449 --> 00:29:41.549
And sure, try them out.

00:29:42.049 --> 00:29:43.730
I never want to force someone.

00:29:44.510 --> 00:29:46.790
I always, I might even do like a takeaway.

00:29:46.830 --> 00:29:48.152
I might even, you know, I might say,

00:29:48.172 --> 00:29:48.791
you know,

00:29:49.372 --> 00:29:51.012
it sounds like you're calling around,

00:29:51.032 --> 00:29:53.413
you're in the information

00:29:53.453 --> 00:29:54.273
gathering phase.

00:29:54.993 --> 00:29:56.634
So it sounds like it might

00:29:56.674 --> 00:29:58.214
not even be a good time

00:29:58.255 --> 00:30:00.615
right now to get you to

00:30:01.936 --> 00:30:03.497
even consider penciling you

00:30:03.596 --> 00:30:04.357
in on our calendar.

00:30:04.978 --> 00:30:05.498
But if I got,

00:30:05.577 --> 00:30:06.218
if you were a little bit

00:30:06.258 --> 00:30:07.979
closer to making a decision, I might say,

00:30:09.567 --> 00:30:10.448
You know, listen, Jimmy,

00:30:11.048 --> 00:30:13.749
we don't have any big contracts.

00:30:13.788 --> 00:30:15.388
We're not going to try to

00:30:15.449 --> 00:30:18.290
force you into some $1,000, $2,000,

00:30:18.290 --> 00:30:19.450
$5,000 package or anything like that.

00:30:20.851 --> 00:30:23.590
So if we sense that you were

00:30:23.611 --> 00:30:24.932
a little bit closer to a decision,

00:30:25.251 --> 00:30:26.152
the question could be,

00:30:27.372 --> 00:30:29.272
would it be a bad idea to

00:30:30.633 --> 00:30:31.712
schedule the evaluation?

00:30:32.032 --> 00:30:32.133
It's $250.

00:30:32.173 --> 00:30:32.492
There's no other...

00:30:37.142 --> 00:30:37.582
package.

00:30:37.622 --> 00:30:40.644
There's no big contract to sign.

00:30:40.663 --> 00:30:41.784
There's no fixed agreement

00:30:41.824 --> 00:30:42.544
or anything like that.

00:30:45.705 --> 00:30:46.826
And then if you say yes,

00:30:46.846 --> 00:30:48.307
then obviously we would schedule you.

00:30:48.326 --> 00:30:49.688
But now if you say no,

00:30:49.768 --> 00:30:51.387
then it depends how much

00:30:51.749 --> 00:30:54.170
more it flows as to what

00:30:54.210 --> 00:30:56.351
are someone's main objections.

00:30:56.471 --> 00:30:58.372
And what I found over the years is that

00:30:59.423 --> 00:31:01.704
It's not always like someone

00:31:01.765 --> 00:31:03.546
finding fault in us or they

00:31:03.566 --> 00:31:05.747
don't think that our treatment will work.

00:31:06.087 --> 00:31:06.748
Because a lot of times

00:31:06.768 --> 00:31:08.009
people will call us and they'll say, oh,

00:31:08.068 --> 00:31:09.549
I saw all your Google

00:31:09.569 --> 00:31:13.173
reviews and testimonials

00:31:13.232 --> 00:31:14.232
and success stories on your

00:31:14.252 --> 00:31:15.653
website with patients

00:31:15.733 --> 00:31:16.694
looking happy and all that.

00:31:16.815 --> 00:31:18.135
So we want to have a bunch

00:31:18.175 --> 00:31:18.957
of social proof.

00:31:19.833 --> 00:31:20.232
online.

00:31:20.252 --> 00:31:21.693
Um, so some,

00:31:21.933 --> 00:31:23.914
some people will still believe that stuff,

00:31:23.974 --> 00:31:25.016
but some people don't

00:31:25.115 --> 00:31:27.856
believe in themselves to

00:31:27.916 --> 00:31:29.698
actually carry through and

00:31:29.738 --> 00:31:31.118
have the personal accountability,

00:31:31.159 --> 00:31:32.420
whether it's to schedule appointments,

00:31:32.440 --> 00:31:33.339
whether it's to do the home

00:31:33.359 --> 00:31:34.641
exercise program, et cetera.

00:31:35.481 --> 00:31:36.402
So for any cash based

00:31:36.422 --> 00:31:37.603
physical therapists out there, like,

00:31:38.757 --> 00:31:40.978
Once I stopped taking these

00:31:41.278 --> 00:31:43.138
rejections and these no's personally,

00:31:44.378 --> 00:31:46.140
my phone calls and my

00:31:46.180 --> 00:31:47.380
team's phone calls became a

00:31:47.621 --> 00:31:49.580
lot better and there was less pressure.

00:31:49.701 --> 00:31:50.961
And then when they are smoother,

00:31:51.082 --> 00:31:53.202
less pressure as if like, Jimmy, like,

00:31:54.364 --> 00:31:55.684
I want to be respectful on this call,

00:31:55.704 --> 00:31:57.065
but I also want it to come

00:31:57.105 --> 00:31:58.605
across that we don't need

00:31:58.645 --> 00:31:59.405
you as a patient.

00:31:59.846 --> 00:32:00.986
And then what that does is

00:32:01.006 --> 00:32:02.146
that draws someone like

00:32:02.186 --> 00:32:04.247
Jimmy in because they're like, Oh wow,

00:32:04.287 --> 00:32:05.008
they're, they're,

00:32:05.407 --> 00:32:06.048
they're charging out of

00:32:06.087 --> 00:32:07.729
pocket or out of network or whatever.

00:32:08.628 --> 00:32:08.888
And, uh,

00:32:09.788 --> 00:32:11.109
but they also don't even need me

00:32:11.170 --> 00:32:11.809
as a patient.

00:32:12.589 --> 00:32:13.490
So it's not, it's,

00:32:13.691 --> 00:32:14.990
it's the opposite of the

00:32:15.451 --> 00:32:17.692
forceful salesy used car salesman.

00:32:18.112 --> 00:32:20.073
I'm kind of like, you know,

00:32:22.065 --> 00:32:24.326
I can almost do like a takeaway and say,

00:32:24.346 --> 00:32:24.707
you know what?

00:32:25.288 --> 00:32:26.528
It sounds like you're still

00:32:26.568 --> 00:32:27.470
a little bit up in the air.

00:32:27.990 --> 00:32:30.173
And I know today's Thursday

00:32:30.232 --> 00:32:31.534
and we just booked your

00:32:31.753 --> 00:32:34.537
evaluation on Monday at 3 p.m.

00:32:36.219 --> 00:32:36.980
But it sounds like you're a

00:32:37.019 --> 00:32:38.040
little uncertain and I

00:32:38.080 --> 00:32:38.781
wanna make sure that that

00:32:38.821 --> 00:32:39.782
slot is available for

00:32:39.803 --> 00:32:40.542
someone who's really

00:32:40.963 --> 00:32:41.845
serious and motivated.

00:32:41.924 --> 00:32:43.807
So why don't we take it off the calendar?

00:32:45.546 --> 00:32:46.747
And now it's your job to

00:32:46.787 --> 00:32:49.048
convince me to put it back

00:32:49.147 --> 00:32:49.768
on the calendar.

00:32:50.388 --> 00:32:53.711
Or if you say, yeah, all right, okay,

00:32:53.990 --> 00:32:55.152
then you would have no

00:32:55.192 --> 00:32:57.133
showed or canceled it last minute anyway.

00:32:57.692 --> 00:32:57.893
Right.

00:32:58.594 --> 00:32:58.933
Well,

00:32:59.013 --> 00:33:00.054
you're going through and I'll put

00:33:00.094 --> 00:33:01.015
this on the screen for the

00:33:01.055 --> 00:33:01.875
live stream people.

00:33:02.215 --> 00:33:03.576
And for the people listening

00:33:03.615 --> 00:33:04.277
to the podcast,

00:33:04.336 --> 00:33:06.417
if you Google the letter B,

00:33:06.458 --> 00:33:08.798
the number two, the letter C, B2C,

00:33:08.838 --> 00:33:10.440
business to consumer value pyramid,

00:33:10.480 --> 00:33:11.361
you'll get what we're looking at.

00:33:12.590 --> 00:33:13.631
And I think we should do an

00:33:13.672 --> 00:33:14.932
episode on this where I

00:33:14.971 --> 00:33:15.771
just sort of talk through

00:33:15.791 --> 00:33:16.532
this because I use this

00:33:16.573 --> 00:33:18.594
with like companies or

00:33:18.673 --> 00:33:20.013
individuals that I work with.

00:33:20.734 --> 00:33:21.755
So what you're looking at is

00:33:21.815 --> 00:33:22.715
like it's a pyramid.

00:33:23.536 --> 00:33:24.757
It's shaped up like Maslow's

00:33:24.777 --> 00:33:26.096
hierarchy of needs, right?

00:33:26.777 --> 00:33:27.597
PTs love that.

00:33:27.758 --> 00:33:29.618
They love Maslow and his hierarchy.

00:33:30.439 --> 00:33:31.500
And these are the 30,

00:33:31.500 --> 00:33:33.461
what they call the 30 elements of value.

00:33:33.982 --> 00:33:35.203
This is like, I try to explain,

00:33:35.223 --> 00:33:36.404
this is like the periodic

00:33:36.464 --> 00:33:38.366
table of values.

00:33:38.728 --> 00:33:40.269
This is all you can provide

00:33:40.308 --> 00:33:41.931
from business to consumer.

00:33:42.090 --> 00:33:42.531
This is it.

00:33:43.652 --> 00:33:45.153
If it's not on here, you can't do it.

00:33:45.212 --> 00:33:46.593
Now you can combine things

00:33:46.653 --> 00:33:48.273
together like hydrogen and

00:33:48.354 --> 00:33:49.414
oxygen to make water,

00:33:49.795 --> 00:33:51.336
but if it's not on here, you can't do it,

00:33:51.516 --> 00:33:51.715
right?

00:33:52.336 --> 00:33:53.797
So what you're trying to

00:33:53.856 --> 00:33:55.698
suss out is this is a great self,

00:33:57.518 --> 00:33:58.618
this is a great exercise to

00:33:58.679 --> 00:33:59.578
find out about yourself,

00:33:59.618 --> 00:34:00.579
a self-assessment as a

00:34:00.640 --> 00:34:02.441
business or a service provider.

00:34:03.101 --> 00:34:04.381
What am I actually providing?

00:34:05.061 --> 00:34:05.801
That's number one.

00:34:06.561 --> 00:34:07.343
So what values?

00:34:07.403 --> 00:34:08.302
So like with Dave,

00:34:08.362 --> 00:34:09.824
concierge pain relief in the city,

00:34:10.304 --> 00:34:11.264
you go to them, right?

00:34:12.338 --> 00:34:13.900
So that's like avoiding hassles.

00:34:14.001 --> 00:34:14.943
That's coming to me.

00:34:15.284 --> 00:34:16.487
That's simplification.

00:34:17.711 --> 00:34:18.012
So yeah,

00:34:18.032 --> 00:34:19.974
you're providing therapeutic benefit.

00:34:20.153 --> 00:34:21.974
That's in the emotional level here,

00:34:21.994 --> 00:34:23.175
a level two of the pyramid.

00:34:23.596 --> 00:34:25.177
But you're also on the functional level.

00:34:25.697 --> 00:34:26.579
You're reducing effort.

00:34:26.599 --> 00:34:27.818
I don't have to go anywhere, man.

00:34:27.858 --> 00:34:29.099
If there was a Wall Street

00:34:29.139 --> 00:34:30.081
guy who was willing to pay

00:34:30.081 --> 00:34:32.242
$2.50 a session if you come

00:34:32.282 --> 00:34:33.443
to me in my office,

00:34:33.963 --> 00:34:36.125
that's worth not having to

00:34:36.545 --> 00:34:37.626
schlep uptown or go

00:34:37.646 --> 00:34:39.487
wherever it is to get this guy.

00:34:40.128 --> 00:34:41.289
So what you do is you do a

00:34:41.329 --> 00:34:43.791
self-evaluation with this pyramid,

00:34:43.811 --> 00:34:45.331
with these values, and you ask yourself,

00:34:45.391 --> 00:34:46.592
what am I actually providing?

00:34:47.668 --> 00:34:48.309
Step two, though,

00:34:48.329 --> 00:34:49.510
is also this is what we're

00:34:49.550 --> 00:34:50.409
talking about today.

00:34:51.170 --> 00:34:53.112
Am I communicating that value?

00:34:53.132 --> 00:34:55.534
Because in your mind, Dave, you're like,

00:34:55.934 --> 00:34:56.715
we come to you.

00:34:57.175 --> 00:34:58.856
We've got fantastic therapists.

00:34:59.038 --> 00:35:00.599
We're going to get you better faster.

00:35:00.978 --> 00:35:02.219
But if you don't communicate

00:35:02.260 --> 00:35:03.300
that in some way and you

00:35:03.320 --> 00:35:04.262
can you don't have to beat

00:35:04.282 --> 00:35:05.242
them over the head about it.

00:35:06.206 --> 00:35:07.746
Hey, the guy down the street, he's good.

00:35:08.047 --> 00:35:08.626
Say he's great.

00:35:08.646 --> 00:35:09.027
He's great.

00:35:09.146 --> 00:35:09.588
I like him.

00:35:10.208 --> 00:35:11.588
The thing is, to work with him,

00:35:11.949 --> 00:35:12.628
you're going to have to go

00:35:12.668 --> 00:35:14.769
to his location whenever you're seen.

00:35:15.090 --> 00:35:15.909
Some people like that.

00:35:16.110 --> 00:35:17.630
If that's what you want, that's good.

00:35:17.670 --> 00:35:18.711
We don't do that.

00:35:18.751 --> 00:35:19.271
We come to you.

00:35:19.311 --> 00:35:20.413
We're very flexible.

00:35:21.052 --> 00:35:22.634
So you talk about the values.

00:35:23.213 --> 00:35:23.974
In this situation,

00:35:24.014 --> 00:35:24.835
when you brought up talking

00:35:24.875 --> 00:35:25.994
about the guy down the

00:35:26.054 --> 00:35:27.556
street or the girl across the street,

00:35:28.016 --> 00:35:28.775
I always say, listen,

00:35:28.815 --> 00:35:30.797
if you were talking to a

00:35:30.836 --> 00:35:31.677
young lady in a bar,

00:35:32.458 --> 00:35:34.280
Would you talk about the

00:35:34.380 --> 00:35:35.242
other guy she might be

00:35:35.282 --> 00:35:36.485
talking to or she has a

00:35:36.545 --> 00:35:37.606
date with next Saturday?

00:35:37.987 --> 00:35:39.289
Or would you talk about yourself?

00:35:40.271 --> 00:35:41.851
the third option talk about

00:35:41.891 --> 00:35:44.132
her talk about her tell me

00:35:44.152 --> 00:35:45.112
what you value what do you

00:35:45.172 --> 00:35:45.952
what do you expect to get

00:35:45.972 --> 00:35:47.092
out of this what's what's

00:35:47.112 --> 00:35:47.913
the goal look like what's

00:35:47.932 --> 00:35:48.833
the end of the rainbow look

00:35:48.853 --> 00:35:50.253
like when you're done with

00:35:50.353 --> 00:35:51.492
with pt how will you know

00:35:51.532 --> 00:35:52.813
it's been successful tell

00:35:52.833 --> 00:35:53.793
me tell me what you've

00:35:54.173 --> 00:35:55.293
they're going to tell you

00:35:55.333 --> 00:35:57.333
values I i call it a ping

00:35:57.373 --> 00:35:58.715
pong or a ricochet question

00:35:58.735 --> 00:35:59.934
don't say what are your

00:36:00.014 --> 00:36:01.135
values in a physical

00:36:01.175 --> 00:36:01.855
therapist it's going to

00:36:01.894 --> 00:36:03.356
lock them up I don't know

00:36:03.396 --> 00:36:04.996
but good smart cheap

00:36:08.487 --> 00:36:09.929
Help me understand what a

00:36:10.009 --> 00:36:11.250
good session looks like.

00:36:11.710 --> 00:36:11.949
Well,

00:36:11.969 --> 00:36:13.371
I really wanna understand everything.

00:36:13.411 --> 00:36:13.530
Oh,

00:36:13.550 --> 00:36:15.373
so you value a really clear

00:36:15.452 --> 00:36:16.893
communicator in your session.

00:36:17.313 --> 00:36:18.554
So this value pyramid,

00:36:19.530 --> 00:36:20.751
Because just because you're

00:36:20.771 --> 00:36:22.652
a PT doesn't mean you and

00:36:22.672 --> 00:36:23.413
the guy across the street

00:36:23.452 --> 00:36:24.693
provide the same thing.

00:36:24.793 --> 00:36:26.094
We are good that we're

00:36:26.153 --> 00:36:26.753
different because there's a

00:36:26.793 --> 00:36:28.534
lot of people who value different things.

00:36:28.894 --> 00:36:30.155
There is a reason the $60

00:36:30.155 --> 00:36:31.376
copay clinic and I'm not

00:36:31.436 --> 00:36:32.916
knocking those those things again,

00:36:32.936 --> 00:36:33.737
not knocking them,

00:36:34.177 --> 00:36:34.757
but saying like you're

00:36:34.777 --> 00:36:35.938
providing a different value

00:36:35.998 --> 00:36:37.217
for a different cost point.

00:36:37.657 --> 00:36:38.579
And there are actually more

00:36:38.599 --> 00:36:39.278
people who are probably

00:36:39.298 --> 00:36:41.639
looking for that $60 copay treatment.

00:36:42.039 --> 00:36:42.800
then there are looking for

00:36:42.820 --> 00:36:44.119
the $200 experience, right?

00:36:44.139 --> 00:36:45.501
Because you're providing more.

00:36:45.880 --> 00:36:48.041
So I think to me, I do this all the time.

00:36:48.061 --> 00:36:49.561
That's why I have this

00:36:49.601 --> 00:36:51.782
picture like ready at the

00:36:51.802 --> 00:36:52.362
click of a button is

00:36:52.382 --> 00:36:54.461
because I do it all the time.

00:36:54.521 --> 00:36:56.822
I'm always assessing what

00:36:56.842 --> 00:36:58.123
does my podcast provide?

00:36:58.503 --> 00:37:00.603
And some of the things on my list,

00:37:00.663 --> 00:37:02.364
informing, making it easy,

00:37:02.903 --> 00:37:03.764
fun and entertainment.

00:37:04.384 --> 00:37:05.543
Why do I think my podcast

00:37:05.563 --> 00:37:07.425
has lasted almost a decade, man?

00:37:07.545 --> 00:37:08.764
Next year is going to be a decade,

00:37:08.824 --> 00:37:09.405
which is weird.

00:37:10.585 --> 00:37:12.086
I think I approach it from

00:37:12.146 --> 00:37:13.788
the other side as most PTs

00:37:13.847 --> 00:37:15.028
are trying to be radio DJs.

00:37:15.088 --> 00:37:16.730
I was a radio DJ trying to be a PT.

00:37:16.829 --> 00:37:18.871
I couldn't not make it like a radio show.

00:37:19.532 --> 00:37:20.914
So it's a spoonful of sugar,

00:37:21.353 --> 00:37:22.554
but I didn't have to force that.

00:37:23.356 --> 00:37:25.157
If that isn't your vibe and you forced it,

00:37:25.197 --> 00:37:26.077
the audience would know and

00:37:26.097 --> 00:37:26.458
they'd be like,

00:37:26.498 --> 00:37:27.798
this is just – this is shtick.

00:37:28.039 --> 00:37:28.679
I can't do it.

00:37:29.019 --> 00:37:30.300
So doing a self-assessment

00:37:30.320 --> 00:37:32.182
of what you actually provide is step one.

00:37:32.503 --> 00:37:32.844
Two is –

00:37:33.583 --> 00:37:34.684
Are you and how do you

00:37:34.764 --> 00:37:35.885
communicate those things?

00:37:36.045 --> 00:37:36.985
And then three is when you

00:37:37.005 --> 00:37:39.425
can do it live with Chris Voss's skills.

00:37:39.867 --> 00:37:40.967
That's the goal, man,

00:37:40.987 --> 00:37:42.047
because now you're armed.

00:37:42.288 --> 00:37:42.887
Voss knew.

00:37:42.967 --> 00:37:43.847
I'm not giving you the $5

00:37:43.847 --> 00:37:45.429
million in the helicopter to bore a bore.

00:37:45.449 --> 00:37:46.028
It's not happening.

00:37:46.668 --> 00:37:47.469
Help me understand how you

00:37:47.489 --> 00:37:48.190
think we're getting out of this.

00:37:50.141 --> 00:37:51.722
Help me understand how we

00:37:51.782 --> 00:37:52.463
are getting out of this.

00:37:52.583 --> 00:37:55.125
I just made your problem our problem.

00:37:55.204 --> 00:37:56.425
I want to help you get out of here.

00:37:56.786 --> 00:37:57.405
But listen, man,

00:37:57.425 --> 00:37:59.947
my boss is not going to let me do it.

00:38:00.068 --> 00:38:00.887
It's not going to happen.

00:38:01.789 --> 00:38:02.708
Help me understand how I'm

00:38:02.728 --> 00:38:03.349
able to do that.

00:38:03.389 --> 00:38:04.010
Do you think I'll be able to

00:38:04.050 --> 00:38:04.710
do that on the news?

00:38:05.851 --> 00:38:07.431
Hand a bank robber a helicopter?

00:38:08.233 --> 00:38:09.034
Well, I guess not.

00:38:09.414 --> 00:38:10.393
It's a question.

00:38:10.594 --> 00:38:11.974
The questions are terribly,

00:38:12.076 --> 00:38:13.096
terribly powerful.

00:38:13.396 --> 00:38:14.297
We underestimate them.

00:38:14.858 --> 00:38:15.639
it's way better than just

00:38:15.679 --> 00:38:17.481
saying no I no we're not

00:38:17.501 --> 00:38:18.302
going to get you a bag of

00:38:18.322 --> 00:38:19.523
money and a helicopter and

00:38:19.543 --> 00:38:21.126
all that it's or you can't

00:38:21.166 --> 00:38:21.985
say it's not going to

00:38:22.027 --> 00:38:23.148
happen and then the you

00:38:23.168 --> 00:38:24.989
know the uh the hostage

00:38:25.010 --> 00:38:25.690
situation like all the

00:38:25.730 --> 00:38:26.411
hostages are just going to

00:38:26.431 --> 00:38:27.672
get shot you know like it's

00:38:27.692 --> 00:38:28.793
going to be it's going to be terrible

00:38:30.057 --> 00:38:31.398
And then in a less stressful

00:38:31.438 --> 00:38:32.960
environment with physical therapy,

00:38:33.000 --> 00:38:33.641
phone calls with

00:38:33.721 --> 00:38:34.981
prospective patients on the front end.

00:38:35.382 --> 00:38:37.103
I like what you said about the whole bar.

00:38:37.143 --> 00:38:37.762
You're not going to talk

00:38:37.782 --> 00:38:38.684
about the other guys.

00:38:38.704 --> 00:38:39.304
You're not going to talk.

00:38:39.724 --> 00:38:41.925
And even physical therapists,

00:38:42.226 --> 00:38:42.927
practice owners fall in

00:38:42.947 --> 00:38:43.766
this trap all the time.

00:38:44.427 --> 00:38:45.168
Talking about themselves.

00:38:45.188 --> 00:38:46.009
That's so easy.

00:38:46.449 --> 00:38:48.530
Oh, I have this certification,

00:38:48.550 --> 00:38:49.471
that certification.

00:38:49.490 --> 00:38:52.913
We do one-on-one home visits.

00:38:52.952 --> 00:38:55.175
Some of the stuff you need

00:38:55.215 --> 00:38:55.914
them to realize.

00:38:55.934 --> 00:38:57.135
Okay, wait, wait, wait.

00:38:58.317 --> 00:38:59.097
Let me stop you right there.

00:38:59.177 --> 00:38:59.438
All right.

00:38:59.637 --> 00:39:03.400
We do one-on-one home visits is about me.

00:39:03.440 --> 00:39:04.041
It's about Dave.

00:39:04.101 --> 00:39:04.960
Cause that's what Dave does.

00:39:05.320 --> 00:39:05.742
Correct.

00:39:05.762 --> 00:39:08.422
They don't, they have a brick and mortar.

00:39:08.543 --> 00:39:10.304
You have to go to them is

00:39:10.364 --> 00:39:11.405
talking about the competition.

00:39:11.445 --> 00:39:13.306
So that's, to me, that's level one, bad.

00:39:13.346 --> 00:39:14.067
That's the worst thing you

00:39:14.086 --> 00:39:15.126
can do is talk about the other guys.

00:39:15.307 --> 00:39:15.668
Don't do it.

00:39:16.208 --> 00:39:16.688
Don't bring them up.

00:39:17.148 --> 00:39:17.289
Right.

00:39:17.369 --> 00:39:18.610
And if you do, I say,

00:39:18.650 --> 00:39:19.570
you say that they're great.

00:39:19.889 --> 00:39:20.291
They're great.

00:39:21.530 --> 00:39:23.192
But what do you, I disagree.

00:39:24.172 --> 00:39:24.632
They're great.

00:39:24.713 --> 00:39:25.594
But what do you value?

00:39:27.536 --> 00:39:28.317
So here's what I mean.

00:39:28.398 --> 00:39:30.318
Talking about the other guys, don't do it.

00:39:30.378 --> 00:39:31.840
And if you do, glowingly.

00:39:32.380 --> 00:39:34.641
Because you're brushing my

00:39:34.661 --> 00:39:35.422
dirt off your shoulder.

00:39:36.021 --> 00:39:38.342
Talking about yourself, still bad,

00:39:38.362 --> 00:39:39.204
but not as bad as talking

00:39:39.244 --> 00:39:40.925
about the other guys, in my opinion.

00:39:41.204 --> 00:39:42.465
We do one-on-one home visits.

00:39:42.706 --> 00:39:44.507
Sounds as if you're transmitting a value,

00:39:44.847 --> 00:39:46.088
but that's you talking about you.

00:39:46.867 --> 00:39:48.329
What you could say is talk

00:39:48.369 --> 00:39:49.989
about the patient, talk about them,

00:39:50.530 --> 00:39:51.431
which is... Right, no, of course.

00:39:52.070 --> 00:39:52.351
Which is...

00:39:53.173 --> 00:39:54.173
which is it comes to you.

00:39:54.193 --> 00:39:55.815
I would love, you know,

00:39:56.295 --> 00:39:58.815
talk about the value, the benefit.

00:39:59.556 --> 00:40:00.315
This is where I've had,

00:40:00.376 --> 00:40:00.936
have I ever talked to you

00:40:00.956 --> 00:40:02.335
about the features versus benefits?

00:40:02.775 --> 00:40:03.797
Like nobody ever bragged in

00:40:03.856 --> 00:40:04.697
college about having

00:40:04.737 --> 00:40:07.016
friends with friends with features.

00:40:07.556 --> 00:40:08.858
You brag about friends with benefits,

00:40:08.878 --> 00:40:09.657
what you get out of it.

00:40:10.157 --> 00:40:10.338
Right.

00:40:10.557 --> 00:40:11.617
So talk about what you get out of it.

00:40:12.639 --> 00:40:12.818
You,

00:40:12.898 --> 00:40:14.978
you value flexibility and you value

00:40:16.559 --> 00:40:18.079
high quality and you value

00:40:18.800 --> 00:40:20.159
speed of getting back together.

00:40:20.239 --> 00:40:20.679
You listen,

00:40:20.699 --> 00:40:21.521
you can get better with that

00:40:21.541 --> 00:40:22.201
guy down the street.

00:40:22.260 --> 00:40:22.541
You will.

00:40:24.231 --> 00:40:26.213
But you value, let me understand.

00:40:26.554 --> 00:40:27.775
If I think I'm hearing is

00:40:27.894 --> 00:40:29.356
you value speed and

00:40:29.416 --> 00:40:31.958
flexibility more than you do $60.

00:40:31.958 --> 00:40:33.197
Do I have that right?

00:40:33.219 --> 00:40:34.378
Well, yeah.

00:40:34.980 --> 00:40:35.860
Then help me understand why

00:40:35.900 --> 00:40:36.380
you'd go there.

00:40:37.590 --> 00:40:38.311
And then shut up.

00:40:38.371 --> 00:40:40.072
Like silence questions are powerful.

00:40:40.452 --> 00:40:41.735
Silence is even more

00:40:41.775 --> 00:40:43.496
powerful because we're big,

00:40:43.516 --> 00:40:45.918
dumb animals and we hate silence.

00:40:46.137 --> 00:40:47.478
Trust me as a guy who hates silence.

00:40:47.820 --> 00:40:49.460
But once I realized I could use it as a,

00:40:49.780 --> 00:40:51.402
as a space to let them fill,

00:40:52.242 --> 00:40:53.083
it got really awesome.

00:40:53.364 --> 00:40:54.485
I even do it physically to

00:40:54.505 --> 00:40:55.226
what I just did.

00:40:55.326 --> 00:40:56.507
I backed up from the camera.

00:40:58.476 --> 00:40:59.617
Like, I like it.

00:41:00.239 --> 00:41:01.619
People will talk about shtick too.

00:41:01.860 --> 00:41:03.061
If I'm interviewing someone,

00:41:03.182 --> 00:41:04.525
I'm giving away all the secrets today,

00:41:04.545 --> 00:41:04.644
Dave.

00:41:05.266 --> 00:41:07.248
If I'm interviewing someone and I can tell,

00:41:07.429 --> 00:41:09.471
so most of the time I warm them up.

00:41:10.172 --> 00:41:11.795
I get them going before I ever hit record.

00:41:12.215 --> 00:41:13.536
You can do it too as a clinician.

00:41:14.237 --> 00:41:15.358
It's that meeting them in

00:41:15.398 --> 00:41:16.777
the waiting room and walking them back.

00:41:17.199 --> 00:41:17.818
How was your weekend?

00:41:17.938 --> 00:41:18.798
Ask them all the stupid

00:41:18.818 --> 00:41:19.518
questions you're never

00:41:19.539 --> 00:41:20.318
going to actually air.

00:41:20.358 --> 00:41:21.079
I'm going to edit out all

00:41:21.099 --> 00:41:22.840
the stuff I talk and the

00:41:23.260 --> 00:41:24.420
bullshit questions in the beginning.

00:41:24.539 --> 00:41:25.579
Unless it's live like this.

00:41:25.960 --> 00:41:26.980
Unless it's live, right?

00:41:27.099 --> 00:41:27.880
But even if it is,

00:41:27.940 --> 00:41:29.541
you can tell when it really starts.

00:41:30.001 --> 00:41:31.340
You're warming them up.

00:41:31.581 --> 00:41:32.420
That's quite literal.

00:41:32.701 --> 00:41:33.940
You have to do this for a little while,

00:41:34.001 --> 00:41:36.501
rub the hands together to get warm.

00:41:36.641 --> 00:41:37.422
But what I'll do is,

00:41:37.481 --> 00:41:38.481
here's another trick too,

00:41:38.922 --> 00:41:40.422
is if I think you've got

00:41:40.483 --> 00:41:41.282
more but you're a little

00:41:41.342 --> 00:41:42.262
tight or a little cold,

00:41:44.945 --> 00:41:45.525
especially because my

00:41:45.545 --> 00:41:47.027
podcast is recorded over a beer.

00:41:49.469 --> 00:41:50.168
I'll start drinking.

00:41:50.909 --> 00:41:53.972
So that allows some pause and some space.

00:41:53.992 --> 00:41:54.152
Yeah.

00:41:54.552 --> 00:41:55.693
I'm giving you a visual cue.

00:41:55.733 --> 00:41:56.672
I'm not going to fill this

00:41:56.713 --> 00:41:57.793
space and I'm nodding.

00:41:57.914 --> 00:41:59.135
I'm sort of like, go on.

00:42:00.155 --> 00:42:01.315
Or if I don't have a drink

00:42:01.436 --> 00:42:02.056
and not all the time,

00:42:02.097 --> 00:42:03.456
not drinking 24 seven.

00:42:03.938 --> 00:42:04.838
A lot of times I'll do that,

00:42:04.918 --> 00:42:05.798
that physical space.

00:42:05.878 --> 00:42:07.860
I'll lean back and I'll do like a 40,

00:42:07.860 --> 00:42:09.900
you know, 15 to 20 degree head tilt.

00:42:10.641 --> 00:42:10.822
Huh?

00:42:13.597 --> 00:42:15.039
It's hard to be quiet,

00:42:16.840 --> 00:42:17.681
especially as a student.

00:42:18.302 --> 00:42:19.663
People want to fill in that space, man.

00:42:19.802 --> 00:42:20.242
They do.

00:42:20.603 --> 00:42:21.603
And that's why when you see

00:42:21.643 --> 00:42:22.965
a really skilled clinician

00:42:23.144 --> 00:42:25.266
versus a student, and not all students,

00:42:25.487 --> 00:42:27.748
but myself as a student, I was this, man.

00:42:27.829 --> 00:42:29.030
I was diarrhea of the mouth

00:42:29.250 --> 00:42:30.771
because I was like thinking

00:42:30.771 --> 00:42:31.652
10 steps ahead.

00:42:31.672 --> 00:42:32.532
I was thinking that 45th day.

00:42:32.552 --> 00:42:33.614
I needed to keep talking.

00:42:33.853 --> 00:42:34.713
And you watch a really

00:42:34.994 --> 00:42:37.135
skilled – there was this guy, Quang.

00:42:38.547 --> 00:42:39.527
I got to look him up.

00:42:39.887 --> 00:42:41.068
He was at one of my rotations,

00:42:41.608 --> 00:42:42.847
and this dude just looked

00:42:42.887 --> 00:42:46.449
like Bruce Lee on CBD.

00:42:46.610 --> 00:42:49.251
Just chill, man, and always leaning back,

00:42:49.431 --> 00:42:51.431
and nothing was ever rushed.

00:42:51.471 --> 00:42:54.351
People would wait six weeks to see him.

00:42:54.672 --> 00:42:55.532
They were like, no, I'm good.

00:42:55.552 --> 00:42:56.592
I'll wait to see him.

00:42:56.992 --> 00:42:58.693
And he was always just super chill,

00:42:58.733 --> 00:42:59.313
laid back,

00:42:59.813 --> 00:43:01.213
never used five words when

00:43:01.273 --> 00:43:02.014
three would do.

00:43:02.034 --> 00:43:04.775
Remember, that was the scene from –

00:43:06.096 --> 00:43:07.255
Ocean's Eleven with Brad

00:43:07.295 --> 00:43:08.416
Pitt talking to Matt Damon.

00:43:08.876 --> 00:43:10.137
And he's like, they need to like you,

00:43:10.237 --> 00:43:11.757
then forget you a minute later.

00:43:12.197 --> 00:43:12.958
If you don't know the answer,

00:43:12.978 --> 00:43:13.458
where do you look?

00:43:13.478 --> 00:43:14.259
Where do you put your hands?

00:43:14.358 --> 00:43:14.599
He's like,

00:43:14.639 --> 00:43:15.978
don't use five words when three will do.

00:43:16.099 --> 00:43:16.880
That one stuck with me.

00:43:17.179 --> 00:43:17.440
Don't.

00:43:17.800 --> 00:43:19.340
You look more powerful when

00:43:19.360 --> 00:43:20.420
you use five words.

00:43:20.440 --> 00:43:22.601
Listen, I can out talk most people,

00:43:22.961 --> 00:43:23.621
and I'm doing it now.

00:43:25.219 --> 00:43:28.501
You notice what Voss says, slow it down.

00:43:29.744 --> 00:43:31.105
It's like a bold underline

00:43:31.125 --> 00:43:33.467
in italics when you slow it down.

00:43:33.827 --> 00:43:34.668
Because he also says that,

00:43:34.748 --> 00:43:36.170
speed it up and slow it down on purpose.

00:43:36.630 --> 00:43:37.472
That's what you highlight.

00:43:40.014 --> 00:43:41.155
And as we're talking about, like,

00:43:42.311 --> 00:43:43.313
front end phone calls,

00:43:43.373 --> 00:43:44.653
cash based physical therapy,

00:43:44.733 --> 00:43:45.954
overcoming objections, whatever,

00:43:46.034 --> 00:43:48.976
like the in network clinics,

00:43:48.996 --> 00:43:49.757
the ones that just take

00:43:49.797 --> 00:43:50.777
every single insurance,

00:43:50.838 --> 00:43:52.057
like they don't have to do this.

00:43:52.259 --> 00:43:53.699
They just say they,

00:43:53.800 --> 00:43:54.739
they do what every other

00:43:54.760 --> 00:43:55.800
healthcare practice does.

00:43:56.260 --> 00:43:57.342
I don't know how it is with you, Jimmy,

00:43:57.362 --> 00:43:58.443
but like when I've called

00:43:58.523 --> 00:43:59.764
my dermatologist,

00:43:59.784 --> 00:44:01.565
when I've called a primary care physician,

00:44:01.605 --> 00:44:03.425
whatever, they literally will ask like,

00:44:03.505 --> 00:44:04.126
what's your insurance?

00:44:04.146 --> 00:44:05.306
Like before even saying

00:44:05.688 --> 00:44:06.887
hello and good morning.

00:44:06.987 --> 00:44:08.208
And who is this calling?

00:44:08.228 --> 00:44:08.650
What's your name?

00:44:09.030 --> 00:44:10.210
That's like, what's your ring size?

00:44:10.951 --> 00:44:11.492
It's like, dude,

00:44:11.652 --> 00:44:12.813
I don't even know if we're like,

00:44:12.833 --> 00:44:14.173
I don't even know if you can help me.

00:44:14.193 --> 00:44:15.355
And you're asking for my ring size.

00:44:15.414 --> 00:44:16.815
Like, bro, you're skipping a few.

00:44:16.856 --> 00:44:17.836
I'm not getting married to you.

00:44:18.016 --> 00:44:18.657
Hang on a second.

00:44:19.398 --> 00:44:20.679
Are you the right type of provider?

00:44:20.778 --> 00:44:21.679
Like, hang on a second.

00:44:21.780 --> 00:44:24.222
And Jerry Durham talks about this too.

00:44:24.262 --> 00:44:24.682
And I agree,

00:44:24.702 --> 00:44:26.523
which is like flip that phone call.

00:44:26.563 --> 00:44:27.264
Hey, hang on a second.

00:44:27.284 --> 00:44:28.326
Before we get to insurance,

00:44:28.666 --> 00:44:29.887
I want to make sure we're right for you.

00:44:30.248 --> 00:44:30.347
It is.

00:44:30.947 --> 00:44:32.469
To your point of disarming,

00:44:32.789 --> 00:44:35.070
of trying to get to a no, not a yes,

00:44:35.550 --> 00:44:36.791
which Get to the Yes was a

00:44:36.891 --> 00:44:39.152
big book back in the day for sales,

00:44:39.492 --> 00:44:40.972
and now people have sort of flipped it,

00:44:41.612 --> 00:44:42.514
which is, hang on a second,

00:44:42.534 --> 00:44:43.393
let's slow it down a little bit.

00:44:43.414 --> 00:44:44.494
Why don't you tell me about you?

00:44:45.215 --> 00:44:46.034
Just doing that,

00:44:46.074 --> 00:44:46.436
you are going to

00:44:46.496 --> 00:44:48.297
differentiate yourself from

00:44:48.297 --> 00:44:49.956
90% of the people out there.

00:44:50.277 --> 00:44:50.797
Hang on a second.

00:44:50.818 --> 00:44:52.478
Let me find out about you.

00:44:52.759 --> 00:44:53.838
That's not just you can hear

00:44:53.878 --> 00:44:55.139
me on the keyboard putting in your name,

00:44:55.159 --> 00:44:56.019
your social security number,

00:44:56.039 --> 00:44:56.721
and your insurance.

00:44:57.340 --> 00:44:59.081
You're making this experience about them.

00:44:59.561 --> 00:45:00.461
And you're you're actually

00:45:00.561 --> 00:45:02.063
trying to not just fake.

00:45:02.103 --> 00:45:04.083
You're trying to get to the know because,

00:45:04.123 --> 00:45:04.422
Dave,

00:45:04.864 --> 00:45:06.384
how much does it cost when you get

00:45:06.443 --> 00:45:07.605
someone booked and they no

00:45:07.644 --> 00:45:10.425
show or or they keep canceling?

00:45:10.706 --> 00:45:12.065
I'd rather never get that

00:45:12.106 --> 00:45:13.106
person on my schedule.

00:45:13.126 --> 00:45:13.867
Do you agree with that?

00:45:14.746 --> 00:45:15.527
I do agree with that.

00:45:15.547 --> 00:45:16.867
And that's why when we have our.

00:45:17.952 --> 00:45:20.092
initial prospective patient phone calls,

00:45:20.132 --> 00:45:22.612
sometimes they're 15, 20, 30 minutes.

00:45:23.052 --> 00:45:24.994
And when I first started my practice,

00:45:25.034 --> 00:45:25.833
sometimes they were even

00:45:25.853 --> 00:45:27.094
longer than that because it

00:45:27.134 --> 00:45:28.994
was building an immense

00:45:29.034 --> 00:45:30.394
amount of rapport and

00:45:30.534 --> 00:45:31.956
goodwill up front to make

00:45:32.056 --> 00:45:33.655
sure that by the end of the phone call,

00:45:33.695 --> 00:45:34.396
if they're going to move forward,

00:45:34.416 --> 00:45:35.556
they're going to be paying out of pocket.

00:45:36.436 --> 00:45:36.976
I need them.

00:45:36.996 --> 00:45:39.197
I need their enthusiasm, their excitement.

00:45:39.277 --> 00:45:40.777
I need them to basically

00:45:41.978 --> 00:45:43.518
say or they're demonstrating

00:45:43.559 --> 00:45:45.239
with their excitement that

00:45:45.260 --> 00:45:46.701
it's a hell yes that

00:45:46.740 --> 00:45:48.202
there's no way that they're

00:45:48.222 --> 00:45:49.202
going to cancel or no show

00:45:49.262 --> 00:45:50.643
that first visit then of

00:45:50.704 --> 00:45:51.784
course my therapist or

00:45:51.824 --> 00:45:52.485
whoever one of our

00:45:52.505 --> 00:45:54.065
therapists goes does the

00:45:54.106 --> 00:45:55.887
visit that's all figured

00:45:55.967 --> 00:45:56.967
out I know my therapists

00:45:57.007 --> 00:45:57.648
are great they're going to

00:45:57.688 --> 00:45:58.409
communicate they're going

00:45:58.429 --> 00:45:59.889
to have the whole hour with

00:45:59.929 --> 00:46:01.210
them most people are going

00:46:01.231 --> 00:46:02.652
to be impressed with that

00:46:02.751 --> 00:46:03.692
so it's almost like I just

00:46:03.731 --> 00:46:05.193
need to get them to

00:46:05.333 --> 00:46:07.355
experience that first visit

00:46:08.175 --> 00:46:08.594
And by the way,

00:46:08.635 --> 00:46:09.956
we kind of I don't want

00:46:09.976 --> 00:46:11.097
this to sound too complex.

00:46:11.137 --> 00:46:12.257
So, like, as we're saying,

00:46:12.376 --> 00:46:14.938
the example you said about the bar and,

00:46:15.039 --> 00:46:15.219
you know,

00:46:15.239 --> 00:46:16.059
you could talk about the other

00:46:16.360 --> 00:46:17.400
competition, the other guys,

00:46:17.500 --> 00:46:18.081
or you could talk about

00:46:18.101 --> 00:46:18.840
yourself or you could talk

00:46:18.880 --> 00:46:20.202
about the person right

00:46:20.222 --> 00:46:20.842
there in front of you.

00:46:21.302 --> 00:46:22.682
Do that when we're doing the

00:46:22.742 --> 00:46:23.603
initial phone calls with

00:46:23.643 --> 00:46:25.545
someone like we will ask

00:46:25.784 --> 00:46:27.585
very simple questions like so.

00:46:27.726 --> 00:46:29.527
So, Jimmy, you know,

00:46:29.547 --> 00:46:30.686
you said you found us online.

00:46:31.367 --> 00:46:32.188
I'm sure we're not the only

00:46:32.268 --> 00:46:33.028
ones that you're calling.

00:46:33.469 --> 00:46:34.670
You know, you're calling around.

00:46:35.699 --> 00:46:37.701
You said you've had chronic

00:46:37.721 --> 00:46:38.900
low back pain for 10 months.

00:46:39.900 --> 00:46:41.802
It's July 11th.

00:46:43.702 --> 00:46:44.282
Why today?

00:46:45.143 --> 00:46:45.782
Why today?

00:46:45.922 --> 00:46:47.143
Why go on Google?

00:46:47.184 --> 00:46:49.143
Why start calling around?

00:46:49.204 --> 00:46:50.744
Why inquire?

00:46:51.065 --> 00:46:51.864
Spend the time?

00:46:51.885 --> 00:46:54.025
It sounds like you're busy.

00:46:54.266 --> 00:46:55.186
You're a busy professional.

00:46:55.606 --> 00:46:56.106
Why today?

00:46:56.920 --> 00:46:58.460
Yeah, I was looking to go on vacation.

00:46:58.501 --> 00:46:58.621
Like,

00:46:58.641 --> 00:46:59.922
give me like me talking about what

00:46:59.942 --> 00:47:01.123
the future I want to be

00:47:01.163 --> 00:47:02.684
able to do or it got so bad

00:47:02.724 --> 00:47:04.405
I can't go to work or I

00:47:04.445 --> 00:47:05.204
want to be able to go to

00:47:05.505 --> 00:47:06.865
Europe or whatever and enjoy it.

00:47:07.206 --> 00:47:07.387
Yes.

00:47:07.586 --> 00:47:07.746
Now,

00:47:07.927 --> 00:47:10.809
like that's that's the that's like

00:47:10.849 --> 00:47:11.768
shooting fish in a barrel

00:47:11.929 --> 00:47:13.250
when they say something like that,

00:47:13.349 --> 00:47:13.951
like they're going to be

00:47:13.990 --> 00:47:15.030
going to Europe in six weeks.

00:47:15.371 --> 00:47:15.592
Oh, yeah.

00:47:16.231 --> 00:47:18.311
Now, everything that we say,

00:47:18.811 --> 00:47:20.753
it's less about, oh, we do manual therapy,

00:47:20.773 --> 00:47:22.132
we do a 60-minute visit, whatever.

00:47:22.592 --> 00:47:23.932
It's, I'll say, oh,

00:47:23.952 --> 00:47:25.494
we do maybe hands-on manual

00:47:25.534 --> 00:47:26.793
therapy more often in the

00:47:26.833 --> 00:47:27.833
beginning of a plan of care

00:47:27.873 --> 00:47:29.074
and then less as- Wait, wait, wait.

00:47:29.193 --> 00:47:30.313
Do you even talk about, see,

00:47:30.494 --> 00:47:32.114
I would say don't talk about the how.

00:47:34.195 --> 00:47:35.434
I've helped people similarly

00:47:35.474 --> 00:47:36.155
to you with this.

00:47:36.536 --> 00:47:38.376
I need to see you in person

00:47:38.396 --> 00:47:40.016
to figure out exactly what's going on.

00:47:40.675 --> 00:47:41.775
But I think that's probably,

00:47:41.936 --> 00:47:42.896
that's within the scope.

00:47:42.936 --> 00:47:44.697
I think that's possible.

00:47:44.717 --> 00:47:44.836
Yeah.

00:47:46.512 --> 00:47:46.893
Exactly.

00:47:47.472 --> 00:47:48.753
We don't want to talk about that much.

00:47:49.153 --> 00:47:50.675
Anything that they ask or

00:47:50.695 --> 00:47:51.556
anything that we explain

00:47:51.775 --> 00:47:53.797
after they just said, in six weeks,

00:47:54.518 --> 00:47:56.420
I am going to be going to Europe.

00:47:56.639 --> 00:47:58.340
I've had back pain for 10 months.

00:47:59.302 --> 00:48:02.583
Now they actually have an end goal.

00:48:02.804 --> 00:48:03.465
They want to be better.

00:48:04.005 --> 00:48:05.226
They might be 50%, 60%, 70% better.

00:48:05.246 --> 00:48:06.606
They're probably not going

00:48:06.626 --> 00:48:07.206
to be better 100% by...

00:48:09.449 --> 00:48:10.070
the six weeks,

00:48:10.190 --> 00:48:11.672
but can we get them to a

00:48:11.813 --> 00:48:12.514
point where they're a lot

00:48:12.534 --> 00:48:13.375
more comfortable on the

00:48:13.414 --> 00:48:14.456
plane and that they can

00:48:14.797 --> 00:48:16.418
enjoy their vacation and

00:48:16.559 --> 00:48:17.820
then when they come back,

00:48:18.748 --> 00:48:19.809
They continue with us.

00:48:20.710 --> 00:48:21.570
So the phone call,

00:48:21.710 --> 00:48:23.550
everything that we say about, okay,

00:48:24.192 --> 00:48:24.612
like you said,

00:48:24.952 --> 00:48:25.972
I don't know what it's gonna look like.

00:48:26.012 --> 00:48:27.313
We have to have our doctor

00:48:27.333 --> 00:48:28.273
of physical therapy come in

00:48:28.393 --> 00:48:29.353
and do the evaluation,

00:48:29.835 --> 00:48:31.175
but we've helped a lot of

00:48:31.195 --> 00:48:32.675
busy New Yorkers just like you,

00:48:33.556 --> 00:48:35.697
but it sounds like you have

00:48:35.717 --> 00:48:36.657
a tight timeframe.

00:48:36.697 --> 00:48:37.559
It sounds like you're very

00:48:37.619 --> 00:48:39.018
serious about this right now.

00:48:39.519 --> 00:48:41.360
It sounds like you're doing

00:48:41.380 --> 00:48:42.920
your due diligence, you're calling around,

00:48:42.960 --> 00:48:43.842
you're trying to find the

00:48:43.882 --> 00:48:45.523
right fit at the same time, Jimmy,

00:48:46.322 --> 00:48:47.242
We need to make sure that

00:48:47.322 --> 00:48:49.043
our new clients are the right fit for us.

00:48:49.264 --> 00:48:50.643
So I sometimes do a little

00:48:50.684 --> 00:48:52.065
status thing in there.

00:48:53.405 --> 00:48:54.244
And this is where I go is

00:48:54.264 --> 00:48:55.246
where I think PTs go off

00:48:55.266 --> 00:48:56.465
the rails is that like we

00:48:56.485 --> 00:48:57.746
do one on one care.

00:48:58.347 --> 00:48:59.847
We do manual therapy.

00:49:00.126 --> 00:49:00.827
We do this.

00:49:00.967 --> 00:49:01.987
We have certifications.

00:49:02.728 --> 00:49:04.168
I flip it to an easy example,

00:49:04.188 --> 00:49:05.469
which is like your plumber.

00:49:06.608 --> 00:49:08.070
So imagine you got a phone

00:49:08.090 --> 00:49:08.630
call on a plumber.

00:49:09.150 --> 00:49:10.090
Tell me what you're doing.

00:49:10.170 --> 00:49:10.771
What's the call?

00:49:10.911 --> 00:49:11.871
It's my kid's college

00:49:11.891 --> 00:49:13.030
graduation party in two

00:49:13.050 --> 00:49:14.871
weeks and the basement's flooded.

00:49:15.918 --> 00:49:17.141
And you're like, we can handle this.

00:49:17.461 --> 00:49:18.043
I've done it before.

00:49:18.684 --> 00:49:20.467
The plumber will be like, I understand.

00:49:21.688 --> 00:49:22.289
I'll be over there.

00:49:22.351 --> 00:49:22.751
Number one,

00:49:22.771 --> 00:49:23.793
if I'm going to come over there today,

00:49:23.813 --> 00:49:24.715
you understand it's a premium.

00:49:25.440 --> 00:49:25.641
Right?

00:49:25.740 --> 00:49:26.641
Like you can understand that

00:49:26.661 --> 00:49:27.202
you're getting more.

00:49:27.342 --> 00:49:27.521
Right?

00:49:27.561 --> 00:49:28.742
But you're like, help me understand.

00:49:28.762 --> 00:49:29.623
Like what's a clock?

00:49:29.682 --> 00:49:30.663
I don't know.

00:49:30.702 --> 00:49:31.322
It's just filled.

00:49:31.684 --> 00:49:32.403
Can you do this?

00:49:32.824 --> 00:49:35.045
I unclogged basements like nobody else.

00:49:35.425 --> 00:49:36.485
They wouldn't start talking

00:49:36.525 --> 00:49:37.186
about the wrenches.

00:49:37.706 --> 00:49:38.505
They wouldn't start talking

00:49:38.525 --> 00:49:39.827
about where they went to trade school.

00:49:40.067 --> 00:49:40.786
Like imagine that.

00:49:40.827 --> 00:49:42.007
Imagine the plumber would be like,

00:49:42.347 --> 00:49:43.367
I went to trade school at

00:49:43.407 --> 00:49:44.188
Johnson and what, you know,

00:49:44.228 --> 00:49:44.789
down the street.

00:49:44.809 --> 00:49:46.389
And it'd be like, Ooh, I don't care, dude.

00:49:46.730 --> 00:49:48.289
But for some reason in healthcare,

00:49:48.690 --> 00:49:50.150
it is completely the first

00:49:50.150 --> 00:49:51.532
15 things we talk about.

00:49:51.811 --> 00:49:52.931
I want you to feel dumb

00:49:53.192 --> 00:49:54.012
talking about your tools.

00:49:54.853 --> 00:49:57.014
If they ask, well,

00:49:57.054 --> 00:49:58.655
what kind of size crew are

00:49:58.675 --> 00:49:59.195
you bringing in?

00:49:59.315 --> 00:49:59.916
Oh, we have a whole team.

00:50:00.856 --> 00:50:01.617
Or, you know, it's just me.

00:50:01.677 --> 00:50:02.277
All I need is me.

00:50:02.637 --> 00:50:03.798
Or I have the latest.

00:50:03.918 --> 00:50:05.519
If they ask, then answer.

00:50:05.940 --> 00:50:07.440
But don't use five words

00:50:07.481 --> 00:50:08.262
when three will do.

00:50:08.661 --> 00:50:10.682
Don't talk about the wrenches.

00:50:10.702 --> 00:50:11.503
I don't care.

00:50:12.063 --> 00:50:13.864
Can you get my Jeep fixed by

00:50:13.885 --> 00:50:15.166
the weekend because I'm going camping?

00:50:15.505 --> 00:50:16.086
Yes, I can.

00:50:16.626 --> 00:50:18.048
People want assurance that

00:50:18.128 --> 00:50:19.369
consumers want assurance so

00:50:19.449 --> 00:50:20.510
that they want to make sure

00:50:20.552 --> 00:50:21.351
that we whether it's the

00:50:21.371 --> 00:50:22.092
plumber or the physical

00:50:22.132 --> 00:50:23.315
therapist or whoever,

00:50:23.755 --> 00:50:24.896
they want someone that's been there,

00:50:24.976 --> 00:50:25.376
done that.

00:50:25.456 --> 00:50:26.878
And so when someone like so

00:50:26.918 --> 00:50:28.780
if Jimmy's on the phone and

00:50:28.960 --> 00:50:29.922
if you had only done the

00:50:29.961 --> 00:50:31.483
radio world and not physical therapy,

00:50:31.523 --> 00:50:32.364
I could say like, you know,

00:50:32.824 --> 00:50:34.047
we've had we have a lot of

00:50:34.106 --> 00:50:35.487
busy professionals just like you.

00:50:36.208 --> 00:50:37.969
We have we have I might even

00:50:37.989 --> 00:50:39.190
bring up like a previous

00:50:39.789 --> 00:50:40.690
anonymous case study.

00:50:40.750 --> 00:50:42.391
I would say like, oh, we you know,

00:50:42.411 --> 00:50:43.550
we recently have been

00:50:43.630 --> 00:50:44.552
working with another

00:50:44.592 --> 00:50:45.331
business professional

00:50:45.411 --> 00:50:47.411
that's also in radio or

00:50:47.492 --> 00:50:49.713
media kind of in your age range.

00:50:49.992 --> 00:50:50.893
And they had, you know,

00:50:50.932 --> 00:50:52.313
chronic neck pain or sciatica.

00:50:52.994 --> 00:50:55.054
And, you know, they gave the same type of,

00:50:55.114 --> 00:50:55.414
you know.

00:50:56.255 --> 00:50:58.197
resistance or some objections upfront.

00:50:58.996 --> 00:51:01.438
Um, and now they went from, uh,

00:51:02.119 --> 00:51:03.039
having to call out of work

00:51:03.139 --> 00:51:04.461
or missing some radio shows

00:51:04.862 --> 00:51:05.282
here and there,

00:51:05.342 --> 00:51:06.603
or missing live events in

00:51:06.643 --> 00:51:08.925
person or whatever to, um,

00:51:10.385 --> 00:51:11.606
being more focused at work

00:51:11.907 --> 00:51:13.288
and sleeping better and all that.

00:51:13.327 --> 00:51:15.010
And it all just started with this,

00:51:15.369 --> 00:51:17.331
you know, this first in-home visit.

00:51:17.911 --> 00:51:18.112
Yeah.

00:51:18.452 --> 00:51:19.112
Don't talk about the,

00:51:19.152 --> 00:51:22.456
how don't talk about the, how the, how,

00:51:23.135 --> 00:51:24.617
unless they ask, like, don't hide it,

00:51:25.358 --> 00:51:25.458
but,

00:51:26.282 --> 00:51:28.846
Talk about the why.

00:51:29.065 --> 00:51:30.007
Why am I coming there?

00:51:30.166 --> 00:51:31.768
Keep me focused on Europe.

00:51:32.509 --> 00:51:33.751
Because that's what I'm really buying.

00:51:33.791 --> 00:51:34.632
I'm buying Europe.

00:51:35.452 --> 00:51:38.235
Europe, you're a thing to do on my list.

00:51:38.375 --> 00:51:40.458
You're one of 20 things I've got to do,

00:51:40.538 --> 00:51:40.998
hopefully.

00:51:41.297 --> 00:51:42.079
Can you help me do this?

00:51:42.139 --> 00:51:42.300
Yes.

00:51:42.539 --> 00:51:43.900
That's why we go back to that grunt test.

00:51:44.061 --> 00:51:44.641
What do you do?

00:51:45.041 --> 00:51:46.244
How might it make my life better?

00:51:46.824 --> 00:51:47.925
then what do I need to do to get it?

00:51:48.445 --> 00:51:48.965
What do you do?

00:51:49.545 --> 00:51:50.266
Physical therapy.

00:51:50.447 --> 00:51:51.547
Physical therapy is how you

00:51:51.588 --> 00:51:52.588
make people feel better.

00:51:52.849 --> 00:51:54.170
People feel better lots of different ways.

00:51:54.409 --> 00:51:56.190
That's how you make people feel better.

00:51:56.471 --> 00:51:56.931
What do you do?

00:51:56.952 --> 00:51:58.032
I make people move better.

00:51:58.052 --> 00:52:01.414
I help them relieve their own back pain.

00:52:01.474 --> 00:52:01.675
Great.

00:52:01.735 --> 00:52:02.014
Got it.

00:52:02.114 --> 00:52:02.315
Okay.

00:52:02.335 --> 00:52:02.755
That's me.

00:52:03.115 --> 00:52:03.817
What do I need to do?

00:52:04.157 --> 00:52:04.836
I'll probably need to see it

00:52:04.876 --> 00:52:06.157
twice a week between now

00:52:06.177 --> 00:52:07.039
and when you leave for Europe.

00:52:07.418 --> 00:52:08.179
I'm willing to do that

00:52:08.219 --> 00:52:09.039
because it's important.

00:52:09.360 --> 00:52:09.561
Great.

00:52:10.161 --> 00:52:10.842
what do I need to do?

00:52:11.101 --> 00:52:12.724
Show up, do what I say.

00:52:13.003 --> 00:52:14.025
And 200 to session.

00:52:14.065 --> 00:52:14.846
And we have you on your way.

00:52:15.086 --> 00:52:15.786
I didn't talk about manual

00:52:15.827 --> 00:52:16.547
therapy and talk about

00:52:16.568 --> 00:52:17.329
where I went to school.

00:52:17.809 --> 00:52:19.190
Stop giving them too much information.

00:52:19.532 --> 00:52:20.351
If trust me in 2024,

00:52:20.351 --> 00:52:21.753
they want to know where you

00:52:21.773 --> 00:52:22.255
went to school.

00:52:22.775 --> 00:52:23.715
There are three steps ahead of you.

00:52:23.815 --> 00:52:25.998
If that's important to them, if it's not,

00:52:26.119 --> 00:52:27.099
why are you bringing it up?

00:52:27.260 --> 00:52:28.300
You're just giving me five

00:52:28.360 --> 00:52:29.902
words when three will do don't do it.

00:52:31.413 --> 00:52:32.672
There's a quote from Alex

00:52:32.753 --> 00:52:34.813
Ramosi and it's sell Maui,

00:52:35.014 --> 00:52:37.333
but don't sell the flight to Maui.

00:52:37.614 --> 00:52:37.793
Yeah.

00:52:37.813 --> 00:52:38.655
American Airlines doesn't

00:52:38.675 --> 00:52:40.275
sell cramped freaking seats.

00:52:40.315 --> 00:52:41.034
They sell Maui.

00:52:41.355 --> 00:52:42.255
Even the example of the

00:52:42.355 --> 00:52:43.936
flight to Maui sounds like a lot of work.

00:52:44.016 --> 00:52:45.476
It's, you know, from JFK to Maui,

00:52:45.536 --> 00:52:47.516
it's like nine hours or whatever.

00:52:48.336 --> 00:52:49.456
From JFK to Honolulu,

00:52:49.476 --> 00:52:50.317
it's definitely nine hours

00:52:50.336 --> 00:52:51.016
because I've done that before.

00:52:51.536 --> 00:52:54.498
And then packing for the trip is a lot of,

00:52:54.577 --> 00:52:54.838
you know,

00:52:54.858 --> 00:52:56.378
that's a lot of work to think about.

00:52:56.757 --> 00:52:59.159
Just sell that final destination.

00:52:59.938 --> 00:53:00.119
Right.

00:53:01.018 --> 00:53:01.177
Yeah.

00:53:01.818 --> 00:53:03.159
Sell me the hole, not the drill.

00:53:04.541 --> 00:53:05.822
That's why like before an app,

00:53:05.862 --> 00:53:06.882
like for personal trainers

00:53:06.922 --> 00:53:07.844
or people in weight loss,

00:53:08.284 --> 00:53:09.445
pictures are valuable.

00:53:09.985 --> 00:53:11.106
It's like, look at that person.

00:53:11.166 --> 00:53:12.088
She looks like me now.

00:53:13.608 --> 00:53:14.429
And now look at her.

00:53:15.989 --> 00:53:17.309
It's harder in PT because

00:53:17.329 --> 00:53:18.231
we're more movement-based,

00:53:18.251 --> 00:53:20.170
but you can do that, right?

00:53:20.251 --> 00:53:22.871
Actually, that's a great – yeah,

00:53:22.891 --> 00:53:23.612
you've got to have someone

00:53:23.632 --> 00:53:26.012
sign a social media release, whatever.

00:53:26.393 --> 00:53:27.793
But I've seen – this is not

00:53:27.833 --> 00:53:29.054
done enough in physical therapy,

00:53:29.094 --> 00:53:29.873
but all you need for the

00:53:30.293 --> 00:53:31.793
before and afters is just –

00:53:31.793 --> 00:53:32.914
if it's shoulder range of motion,

00:53:32.974 --> 00:53:34.394
it's like here's – they

00:53:34.414 --> 00:53:35.474
were at 90 degrees, right?

00:53:35.554 --> 00:53:37.335
And then three to six weeks later,

00:53:37.335 --> 00:53:38.295
150 or 180 degrees overhead.

00:53:38.315 --> 00:53:38.715
Before and after.

00:53:41.577 --> 00:53:43.458
Look what a lot of PTs are

00:53:43.498 --> 00:53:44.780
doing to get a lot of likes

00:53:44.860 --> 00:53:45.579
on Instagram right now.

00:53:45.599 --> 00:53:46.942
They're showing exercise videos.

00:53:48.121 --> 00:53:49.362
That's showing a lot of the how.

00:53:49.603 --> 00:53:50.643
That'll get a lot of buzz,

00:53:50.965 --> 00:53:51.704
but do you think people

00:53:51.744 --> 00:53:52.565
follow through on that?

00:53:52.726 --> 00:53:54.447
Do you think my lack of

00:53:54.568 --> 00:53:56.429
access to exercise videos

00:53:56.608 --> 00:53:57.710
is the reason my shoulder hurts?

00:53:58.030 --> 00:53:58.251
Dude,

00:53:58.630 --> 00:54:00.893
we've never had more access to

00:54:01.253 --> 00:54:02.074
exercise videos.

00:54:02.393 --> 00:54:04.255
Then how are the same rates

00:54:04.295 --> 00:54:09.079
of people hurt or losing function?

00:54:09.900 --> 00:54:10.681
They need a guide.

00:54:11.646 --> 00:54:12.706
They don't need the answers.

00:54:12.987 --> 00:54:13.827
They need the tutor.

00:54:14.407 --> 00:54:15.949
Then stop selling answers.

00:54:16.289 --> 00:54:17.128
Sell guidance.

00:54:17.748 --> 00:54:18.429
That's what they're at.

00:54:18.570 --> 00:54:20.469
And if someone could be

00:54:20.530 --> 00:54:22.431
given exercises and be better,

00:54:22.670 --> 00:54:23.670
they're not even on the phone with you.

00:54:23.690 --> 00:54:24.092
They did it.

00:54:24.311 --> 00:54:24.911
Good for them.

00:54:25.271 --> 00:54:26.052
Fantastic.

00:54:26.612 --> 00:54:27.853
That's not what you sell.

00:54:27.972 --> 00:54:28.972
You don't sell degrees.

00:54:29.253 --> 00:54:30.454
You don't sell exercise.

00:54:30.873 --> 00:54:32.394
You sell a solution.

00:54:33.175 --> 00:54:35.615
Stop doing stop doing the if

00:54:35.635 --> 00:54:36.675
you're sharing exercise videos,

00:54:36.695 --> 00:54:38.137
that's fantastic to get the likes.

00:54:38.237 --> 00:54:38.597
I get it.

00:54:39.860 --> 00:54:41.842
But show me an outcome.

00:54:41.862 --> 00:54:42.702
Where's the outcome?

00:54:42.981 --> 00:54:43.081
Now,

00:54:43.121 --> 00:54:44.342
the people who show the exercise and

00:54:44.362 --> 00:54:45.402
the outcome or talk about it,

00:54:45.842 --> 00:54:47.483
that's the secret sauce to me,

00:54:48.063 --> 00:54:49.804
which is showing where I am

00:54:49.864 --> 00:54:50.384
and where I could go.

00:54:50.523 --> 00:54:51.543
Every good story is a

00:54:51.583 --> 00:54:52.623
transformation story.

00:54:52.965 --> 00:54:54.885
Don't just sell me the middle of a story.

00:54:55.485 --> 00:54:56.445
That's the bad part.

00:54:56.485 --> 00:54:58.485
That's the meeting the villain.

00:54:58.666 --> 00:54:59.985
I don't want to know how

00:55:00.065 --> 00:55:01.567
cramped or how bad the

00:55:01.786 --> 00:55:02.746
cookies are in the American

00:55:02.786 --> 00:55:03.367
Airlines flight.

00:55:03.407 --> 00:55:04.088
I want to know what it feels

00:55:04.128 --> 00:55:05.507
like when my ass is in the sand.

00:55:05.887 --> 00:55:09.028
Sell me ass in the sand, not luggage.

00:55:10.829 --> 00:55:11.811
And as long as the ass in

00:55:11.831 --> 00:55:12.791
the sand is valuable enough,

00:55:12.891 --> 00:55:14.231
I'll go through the luggage

00:55:14.271 --> 00:55:15.032
in the cramped seat.

00:55:15.512 --> 00:55:16.873
I understand juice versus squeeze.

00:55:16.932 --> 00:55:17.293
We all do.

00:55:17.333 --> 00:55:18.634
All right.

00:55:18.653 --> 00:55:19.474
So real quick,

00:55:19.514 --> 00:55:20.715
I know we're running short on time.

00:55:20.755 --> 00:55:23.177
How about give me an objection?

00:55:23.197 --> 00:55:25.418
I want you to say you need

00:55:25.438 --> 00:55:25.978
to think about it.

00:55:26.157 --> 00:55:28.539
So I presented you, you know, we do,

00:55:28.860 --> 00:55:29.199
it's $250.

00:55:29.199 --> 00:55:30.501
All right.

00:55:30.521 --> 00:55:32.742
I mean, this sounds good.

00:55:32.882 --> 00:55:33.922
I'll probably like, you know,

00:55:33.942 --> 00:55:34.882
I'm going to give them a call,

00:55:34.963 --> 00:55:36.344
weigh my options and I'll call you back,

00:55:36.423 --> 00:55:36.643
I guess.

00:55:37.505 --> 00:55:37.726
No, no.

00:55:37.766 --> 00:55:39.387
So you say, I want to think about it.

00:55:39.847 --> 00:55:40.869
Oh, yeah, that's what I'm saying.

00:55:40.909 --> 00:55:41.548
I want to think about it.

00:55:41.568 --> 00:55:42.250
Maybe I'll call you back.

00:55:42.369 --> 00:55:43.030
I want to think about it.

00:55:43.990 --> 00:55:44.190
Sure.

00:55:44.231 --> 00:55:45.271
Yeah, Jimmy, absolutely.

00:55:45.351 --> 00:55:46.733
So that I understand.

00:55:46.932 --> 00:55:48.393
And a lot of people on this

00:55:48.434 --> 00:55:49.554
initial phone call need to

00:55:49.574 --> 00:55:50.056
think about it.

00:55:52.157 --> 00:55:53.038
Do you think you need two

00:55:53.077 --> 00:55:54.639
days or two weeks to think about it?

00:55:55.920 --> 00:55:56.380
Oh, I don't know.

00:55:57.661 --> 00:55:59.382
Just, I guess, two days, probably.

00:55:59.402 --> 00:56:00.603
I want to get this going.

00:56:01.434 --> 00:56:01.653
Okay.

00:56:02.034 --> 00:56:02.916
So let's see.

00:56:02.976 --> 00:56:03.876
It's Thursday right now.

00:56:03.936 --> 00:56:05.038
Two days will be Saturday.

00:56:05.057 --> 00:56:06.639
Do you want someone to reach

00:56:06.699 --> 00:56:07.800
out to you on Saturday or

00:56:07.840 --> 00:56:08.942
maybe wait until Monday morning?

00:56:09.422 --> 00:56:09.943
Probably Monday.

00:56:11.003 --> 00:56:11.784
Wait until Monday morning.

00:56:12.166 --> 00:56:13.306
So you're okay.

00:56:13.987 --> 00:56:15.128
We'll reach out to you on Monday.

00:56:15.148 --> 00:56:15.889
Touch base with you,

00:56:15.909 --> 00:56:17.572
whether text message or you

00:56:17.592 --> 00:56:18.532
tell me text message,

00:56:18.592 --> 00:56:20.394
phone call or email.

00:56:20.414 --> 00:56:22.016
What's the best way to follow up with you?

00:56:22.115 --> 00:56:22.617
Text is good.

00:56:22.637 --> 00:56:23.338
I always answer texts.

00:56:24.342 --> 00:56:24.543
OK,

00:56:24.822 --> 00:56:26.324
so either myself or someone on my team

00:56:26.364 --> 00:56:27.485
will shoot you a text on

00:56:27.545 --> 00:56:28.766
Monday just to kind of see

00:56:28.786 --> 00:56:29.266
where you're at.

00:56:29.286 --> 00:56:31.068
But again, it's it's low pressure.

00:56:31.208 --> 00:56:32.829
We we think that you'd be

00:56:32.989 --> 00:56:33.728
the right fit for us.

00:56:34.469 --> 00:56:36.130
And and I think that we'd be

00:56:36.150 --> 00:56:36.771
the right fit for you.

00:56:36.791 --> 00:56:37.092
But again,

00:56:37.132 --> 00:56:38.291
you're the judge and jury on that.

00:56:39.373 --> 00:56:41.373
And so we'll touch base on Monday.

00:56:41.534 --> 00:56:42.614
See where you're at in your

00:56:42.755 --> 00:56:44.335
information gathering stage

00:56:44.356 --> 00:56:45.536
and see where you're at

00:56:45.556 --> 00:56:46.938
with your decision making process.

00:56:47.559 --> 00:56:48.059
So I agree.

00:56:48.119 --> 00:56:48.980
I agree with where you're going.

00:56:49.019 --> 00:56:50.420
Just I would say less words.

00:56:51.371 --> 00:56:52.753
if you were selling Ferraris,

00:56:53.454 --> 00:56:53.954
you'd be like,

00:56:54.074 --> 00:56:54.815
you're going to think about it.

00:56:55.135 --> 00:56:55.496
That's fine.

00:56:55.836 --> 00:56:56.338
We're going to have the

00:56:56.378 --> 00:56:57.418
Ferrari here on Monday.

00:56:58.019 --> 00:56:58.840
We're probably going to sell

00:56:58.860 --> 00:56:59.461
two over the weekend.

00:56:59.481 --> 00:57:00.021
Like, you know what I mean?

00:57:00.043 --> 00:57:02.905
Like don't, okay.

00:57:02.945 --> 00:57:03.887
Like I love the fact that

00:57:03.907 --> 00:57:05.088
you're in the thinking stage.

00:57:05.108 --> 00:57:05.730
You're like, okay.

00:57:06.371 --> 00:57:07.172
When, if, when you're,

00:57:07.251 --> 00:57:08.353
when you're ready to make a decision,

00:57:08.373 --> 00:57:08.653
we're here.

00:57:11.615 --> 00:57:11.795
Yeah,

00:57:12.076 --> 00:57:14.378
Ferrari probably doesn't follow up

00:57:14.398 --> 00:57:14.737
with people.

00:57:14.757 --> 00:57:16.199
They're probably just like, yeah, like,

00:57:16.239 --> 00:57:16.998
you know where we're at.

00:57:17.059 --> 00:57:17.280
Like,

00:57:17.480 --> 00:57:19.021
have a nice life until you're ready

00:57:19.041 --> 00:57:20.382
to actually pay for a Ferrari.

00:57:20.581 --> 00:57:21.983
But all car dealerships will do that.

00:57:22.023 --> 00:57:23.003
Like, well, this probably, okay,

00:57:23.043 --> 00:57:23.623
that sounds great.

00:57:23.704 --> 00:57:24.463
Like, you let me know.

00:57:25.065 --> 00:57:25.485
I'm here.

00:57:26.706 --> 00:57:28.025
And when you're ready to get started,

00:57:28.387 --> 00:57:29.286
we're ready to help.

00:57:30.007 --> 00:57:31.628
And then silence.

00:57:34.030 --> 00:57:34.951
All right, ready for parting shots?

00:57:34.971 --> 00:57:35.851
Because I'm opening my milk

00:57:35.911 --> 00:57:36.572
juice box right now.

00:57:38.659 --> 00:57:42.168
Parting shots, this was, you know,

00:57:43.293 --> 00:57:44.635
a little bit of a hodgepodge of,

00:57:44.855 --> 00:57:46.155
we were going to do multiple books.

00:57:46.195 --> 00:57:46.996
We only did one book.

00:57:47.737 --> 00:57:48.557
We'd mixed in a little bit

00:57:48.597 --> 00:57:49.259
of sales role play.

00:57:49.278 --> 00:57:50.099
I think this was fun.

00:57:51.300 --> 00:57:52.581
This is, you know,

00:57:52.641 --> 00:57:54.583
something that I think more

00:57:54.643 --> 00:57:55.603
physical therapists need.

00:57:56.864 --> 00:57:58.166
And if you're a practice out

00:57:58.186 --> 00:57:58.965
there with two or more

00:57:59.005 --> 00:57:59.746
physical therapists,

00:57:59.786 --> 00:58:01.047
like you should absolutely

00:58:01.128 --> 00:58:03.590
be doing sales role play like this.

00:58:03.650 --> 00:58:04.891
So one of the therapists is

00:58:04.911 --> 00:58:05.570
the fake patient.

00:58:05.590 --> 00:58:06.672
The other therapist is the

00:58:06.751 --> 00:58:07.672
actual therapist.

00:58:09.173 --> 00:58:10.715
And the fake patient should

00:58:10.815 --> 00:58:11.896
say things like,

00:58:12.757 --> 00:58:13.677
That's too expensive.

00:58:14.237 --> 00:58:15.177
I need to think about it.

00:58:15.617 --> 00:58:17.177
I want to use my insurance.

00:58:17.958 --> 00:58:19.199
I need to speak to my spouse.

00:58:19.838 --> 00:58:21.318
I don't have the budget for

00:58:21.358 --> 00:58:21.980
that right now.

00:58:22.380 --> 00:58:24.300
There's a ton of different

00:58:24.659 --> 00:58:25.880
objections for you to practice.

00:58:26.460 --> 00:58:27.240
I need to think about it.

00:58:27.420 --> 00:58:29.461
Help me understand, like,

00:58:29.601 --> 00:58:30.782
where's the hinge point here?

00:58:30.822 --> 00:58:31.141
Like,

00:58:31.202 --> 00:58:32.523
what's the thing you might be stuck on?

00:58:32.722 --> 00:58:33.583
Is there anything I can say

00:58:34.402 --> 00:58:35.443
that would provide clarity?

00:58:35.603 --> 00:58:36.724
Not to help you make your decision,

00:58:37.143 --> 00:58:38.043
not to push you to the edge.

00:58:38.403 --> 00:58:39.804
Anything I can help to provide clarity?

00:58:40.364 --> 00:58:41.204
If the answer is no...

00:58:44.670 --> 00:58:45.769
They're already, they might,

00:58:46.090 --> 00:58:47.490
my guess is they're negotiating on price.

00:58:47.630 --> 00:58:48.190
That's okay.

00:58:48.331 --> 00:58:49.311
You don't want them anyway.

00:58:49.690 --> 00:58:50.271
You were going to have to

00:58:50.490 --> 00:58:52.532
kick and grab and grab them

00:58:52.632 --> 00:58:54.331
kicking and screaming to get there.

00:58:55.132 --> 00:58:55.811
Any tips for students

00:58:55.831 --> 00:58:56.632
prepping for boards and

00:58:56.652 --> 00:58:57.492
what are your experiences

00:58:57.512 --> 00:58:57.972
when you took it?

00:58:58.393 --> 00:58:59.813
Study, repeat,

00:59:00.514 --> 00:59:01.713
take practice exams and

00:59:01.753 --> 00:59:02.873
study the questions you got wrong.

00:59:04.574 --> 00:59:05.195
I don't know.

00:59:05.335 --> 00:59:05.954
This is a reps,

00:59:05.974 --> 00:59:07.135
I don't know where we're

00:59:07.155 --> 00:59:08.414
going with the MPTE, but yeah,

00:59:08.635 --> 00:59:09.335
this is a reps game.

00:59:10.615 --> 00:59:11.036
Repetition.

00:59:12.041 --> 00:59:12.362
That's it.

00:59:13.123 --> 00:59:14.103
My parting shot is every

00:59:14.143 --> 00:59:14.882
conversation is a

00:59:14.922 --> 00:59:16.143
negotiation for information.

00:59:16.543 --> 00:59:17.664
For the rest of the day,

00:59:18.344 --> 00:59:19.826
look at it that way and

00:59:19.865 --> 00:59:22.126
then DM us or reach out and

00:59:22.166 --> 00:59:22.766
tell me if I'm wrong.

00:59:22.847 --> 00:59:23.887
If the rest of the day you

00:59:23.907 --> 00:59:25.688
didn't see this several times,

00:59:26.108 --> 00:59:26.849
tell me that I'm wrong.

00:59:27.570 --> 00:59:30.570
To me, once I saw it, I can't not see it.

00:59:30.590 --> 00:59:31.652
It's like analyzing gait.

00:59:32.351 --> 00:59:33.893
Once you see it, you can't not see it.

00:59:34.092 --> 00:59:35.092
Every conversation,

00:59:35.132 --> 00:59:35.693
I don't care if it's a

00:59:35.753 --> 00:59:37.974
stranger or loved one, business, personal,

00:59:38.094 --> 00:59:39.034
every conversation is a

00:59:39.074 --> 00:59:40.376
negotiation for information.

00:59:40.918 --> 00:59:41.599
trying to get someone to

00:59:41.659 --> 00:59:42.679
understand or do something,

00:59:42.699 --> 00:59:43.199
or they're trying to get

00:59:43.219 --> 00:59:44.201
you to understand or do something.

00:59:44.501 --> 00:59:46.001
Even if there's, how's the weather?

00:59:46.161 --> 00:59:47.001
I'm trying to kill time.

00:59:47.202 --> 00:59:48.083
That's a negotiation.

00:59:48.922 --> 00:59:49.163
It is.

00:59:50.244 --> 00:59:51.143
We'll be back on Tuesday.

00:59:51.164 --> 00:59:52.844
I think Tony, oh,

00:59:52.864 --> 00:59:53.806
Tony is joining on LinkedIn.

00:59:54.106 --> 00:59:56.067
Tony will be back on Tuesday as well.

00:59:56.467 --> 00:59:57.268
And until then, bye.