Why Saying Yes to Everyone Is Killing Your Clinic

WEBVTT

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You're listening to the PT Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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All right, our guest today built clinics.

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And then he studied why some PT practices

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scale and others stay busy but broke.

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He's worked with more than, I don't know,

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two hundred clinic owners and keeps seeing

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the same pattern.

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The problem wasn't necessarily marketing

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or staff or reimbursement.

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That's a different episode.

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It was who they were trying to treat.

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He believes most PTs are accidentally

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capping their income by saying yes to

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everyone,

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that every clinic

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needs a real sales process,

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whether they admit it or not.

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CEO of RunDNA and co-founder of the Omega

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Project, Doug Adams, back on the show.

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Doug, there he is again.

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Jimmy, thanks for having me on.

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Great intro.

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Appreciate it.

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Good to wave by you at CSM,

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by the way.

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I remember when I first... Yeah, I'm busy.

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But I remember when I first started going

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to my CSM, I was like, oh,

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I'll interview people because everybody is

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going to be there.

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And I remember people in the beginning

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would be like, I don't have...

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And I remember thinking people are all big

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time in me, man, who these people are.

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And then I went to a CSM and

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I was like, Oh my God,

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these things are nuts.

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It's just, it's, it's just,

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it's controlled chaos.

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You try to get things done at once

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because,

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because you're on site because you can.

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Everyone's in one spot.

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And you're like, this will be great.

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But because everyone's in one spot,

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everyone's competing.

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And it's a madhouse.

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We should grab a drink.

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It's like, when?

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Yeah.

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I've been booked for three months.

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Yes.

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It's a blast, though.

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It is a blast.

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All right.

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So...

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So you're doing a four-part webinar

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series.

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Yes.

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This is...

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I like when something is not on the

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syllabus and this is not on the syllabus.

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What you're going to teach was not on

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the syllabus in PT school necessarily.

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Yeah.

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It's sort of a dirt... I mean,

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it can be looked at like a dirty

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word, which is like sales.

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Right.

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But I feel like what you're saying is

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if there isn't a process,

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are we really surprised...

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when something doesn't happen

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consistently.

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I feel like healthcare people would like

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that better, because they're like, well,

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yes, first we do A, then B,

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then C, and then D shows up.

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And if you think just sales falls out

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of the sky,

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it might every once in a while,

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but that's not reliable.

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That doesn't become a process.

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So talk about like,

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you were mentioning a minute ago,

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the origin story.

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You were asking everybody in an audience,

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you were giving a presentation with Chad

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Madden and you're saying,

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do you have one of these?

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And everybody in the audience said,

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I have a process for this.

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I have a process for this.

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And then sales, no hands.

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It was crickets, right?

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Yeah, we asked like, all right,

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what's your sales process?

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And everyone was before that saying how

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they wanted to grow revenue and they're

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adding cash based services.

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And they kind of have this expectation

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like, oh, if I just get a laser,

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if I just start dry needling,

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if I just start doing this,

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like the cash is just going to start

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rolling in.

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and it's not really the case you have

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to have a process of how to get

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there just like you have a process of

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how to get somebody's termini extension

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back post-op total knee like you have to

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have a process of how to get people

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to the thing that you're offering for sale

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and say you're right like people view

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sales as a dirty word and that we

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really need to get over that because it's

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not sales it's like the way we think

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about it

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What are you trying to get people to?

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Like,

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what is the transformation that they are

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going and what's the best way to do

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this?

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I use analogy all the time with this

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of if you went to a physician and

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you've got a little bit of a cold

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and they look at you and it's like,

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oh, yeah, you're positive for strep.

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If they were like, well,

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you could wait it out three or four

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days and maybe see how it is.

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or i could give you this antibiotic but

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you know you could get a little upset

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stomach from that or we could do this

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other antibiotic but you probably have to

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take that for ten what do you want

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to do that you'd be like no doc

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tell me what to do like i came

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here because i wanted an outcome so tell

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me the fastest path i also think what

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i tell i tell people i've given this

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before my dad was a new york city

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fireman

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He never had to sell when to call,

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not like to call nine one one.

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He didn't have to sell, stop,

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drop and roll.

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No, he just repeated it.

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So you're not selling.

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You're clearly concisely and consistently

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explaining something.

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And if someone wants to make a decision

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and they're an adult and they want the,

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they want the result of the thing that

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you said you have, that's a process,

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not a package.

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Right, exactly.

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And that's what we're looking for.

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Like a package, it's exciting to open,

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but then I have the package.

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A process is a multi-step process.

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I don't want to use the word process

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in the definition of process.

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It's multi-step to get an outcome.

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An outcome.

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And there is a difference.

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Yes.

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And when you're building these, right,

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it's not going to be for everyone.

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And when you start building it like a

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package,

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you commoditize what you are doing.

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We've gotten in this world of like visits

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and reimbursement and hourly instead of

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the transformation that we're selling.

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Right.

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Like we're taking a total knee patient

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that can't go to Disney and we're getting

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them.

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Grandma's coming to Disney with you and

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grandma's going to be able to walk the

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whole time.

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And that's hugely valuable.

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Or a lot of my patient population,

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we get to that finish line of the

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marathon.

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You are ready to go.

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You are not only confident that you can

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get there,

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you can get there in a time you're

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happy with and you get there feeling good.

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That's what we're selling.

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I'm not giving you five visits or ten

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visits.

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I'm the marathon completion program.

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That's what we really have to focus on

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and stop commoditizing every single thing

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that we do.

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Yep.

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Okay.

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So this is going to be a four-part

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series of webinars that you're doing.

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We'll have the link to the first one

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in the show notes.

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The first one is coming up later on

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this week.

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It's on Wednesday, correct?

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Yes.

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Thursday.

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Thursday night, eight Eastern.

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Thursday, what is it?

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The fifth or so?

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Yes.

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So Thursday the fifth at eight Eastern.

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In the first part,

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I'll ask questions specifically about

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that.

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This one's going to go a little sideways,

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which is where I like.

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when did you first realize that treating

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everybody was actually slowing growth

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because looking at it like if i treat

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everybody yes i'm wide open i have lots

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of options this is counterintuitive when

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did you first realize that treating

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everybody was actually slowing growth

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Yes,

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that is a great question because that's

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what we see.

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The default method for most clinics is I

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need to go get more patients.

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I just need more people on the schedule.

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Give me more, give me more,

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give me more.

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And then we're reducing the value that

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we're providing with each of those if

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we're not providing that same level of

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one-on-one care and the skill set that

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we're known for here.

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So when I first realized this,

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I had opened my practices,

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and I was fortunate.

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I had a wait list within two weeks

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of opening.

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But at that point,

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I knew I needed to have growth.

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And how can I grow from here?

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Because I'm already having the schedule

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filled.

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So I had a gentleman come in that

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had said, hey, I heard you're really good.

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I'm not a runner.

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This is what I want to do.

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I want to come in,

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but I'm not really sure about like your

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cash-based prices.

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And I was like, come on in,

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do one session with me.

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Let me see.

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And I realized like when he came in,

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he didn't value what I was offering.

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He didn't value the same thing.

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And him questioning the price and doing

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that, I was like,

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if I put those type of people on,

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he's not going to come back for another

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visit.

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I'm not going to be able to give

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him a program that's going to get him

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an end result because that's not what I'm

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selling.

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I'm selling that you can run faster,

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farther with fewer injuries.

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And people that value that are going to

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not ask at all about the price.

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They're just going to be like,

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when do I get started?

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So for me, I realize that.

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And then, like you said in the beginning,

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we've now worked with two hundred plus

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clinics to help them add cash based

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services through three D motion analysis.

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And we've seen it time and time again

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with them as well.

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Any runner, right?

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It's like, no,

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we can boil it down and start to

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really understand what runner and little

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preview.

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But even we can boil it down to

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two questions will tell me exactly

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Which runner is going to come in and

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sign up for that program?

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Two questions,

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but there's a process to get there, right?

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You have to figure it out.

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And then you can ask these two questions

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and that person you'll know before that

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person even shows up.

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Is this person ready for what I'm

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offering?

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Wow.

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I like that.

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All right.

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So let's talk about cost,

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or I should say the hidden cost of

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nice.

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So why do physical therapists,

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and I can say this because we are,

00:09:17.754 --> 00:09:19.794
why do physical therapists struggle to

00:09:19.815 --> 00:09:22.356
define an actual ideal client?

00:09:23.697 --> 00:09:24.677
What are they afraid of?

00:09:25.057 --> 00:09:26.339
Go psychological on me.

00:09:27.164 --> 00:09:30.447
There could be the imposter syndrome that

00:09:30.488 --> 00:09:31.149
everyone knows.

00:09:31.168 --> 00:09:32.529
That's the obvious answer,

00:09:33.211 --> 00:09:36.254
is that they think, oh, well,

00:09:36.293 --> 00:09:38.076
if I get this high-level marathon runner

00:09:38.115 --> 00:09:38.696
coming in,

00:09:39.037 --> 00:09:41.058
can I deliver on this promise of getting

00:09:41.099 --> 00:09:43.600
them faster, further, fewer injuries?

00:09:43.660 --> 00:09:44.422
Can I deliver on that?

00:09:44.522 --> 00:09:44.741
Right.

00:09:44.782 --> 00:09:47.943
So that's where we really need to show

00:09:48.004 --> 00:09:50.405
our work and show like that's another

00:09:50.446 --> 00:09:52.648
whole soapbox in mind of like you need

00:09:52.668 --> 00:09:54.149
objective data to show that you're

00:09:54.168 --> 00:09:56.330
providing tangible outcomes.

00:09:56.730 --> 00:09:57.750
That's a huge part of it.

00:09:58.831 --> 00:09:59.913
The other one,

00:10:00.153 --> 00:10:02.894
I think there is the hesitancy around what

00:10:02.914 --> 00:10:05.296
you were saying of mixing medicine and

00:10:05.336 --> 00:10:05.797
business.

00:10:06.476 --> 00:10:08.719
And I think that that's a very like

00:10:08.739 --> 00:10:11.081
they feel going back to the sales is

00:10:11.120 --> 00:10:11.880
a dirty word.

00:10:12.341 --> 00:10:15.124
They feel conflicted because they think,

00:10:15.724 --> 00:10:16.004
well,

00:10:16.304 --> 00:10:19.027
if I'm selling this two thousand dollar

00:10:19.067 --> 00:10:20.748
package to this person,

00:10:21.347 --> 00:10:23.070
that kind of feels a little sleazy.

00:10:23.610 --> 00:10:23.850
Right.

00:10:24.049 --> 00:10:25.451
When I might be able to do it

00:10:25.672 --> 00:10:26.091
that way.

00:10:26.131 --> 00:10:27.352
But I would say,

00:10:27.692 --> 00:10:29.234
how do you know what that person invests?

00:10:29.573 --> 00:10:30.235
I give a story.

00:10:30.335 --> 00:10:30.514
Right.

00:10:31.014 --> 00:10:32.255
I had this one client come in.

00:10:32.677 --> 00:10:34.038
I'm you know, I'm not cheap.

00:10:34.177 --> 00:10:35.038
I'm not super expensive,

00:10:35.057 --> 00:10:36.099
but I'm not cheap to come in to

00:10:36.119 --> 00:10:36.418
see me.

00:10:37.320 --> 00:10:40.081
And this guy comes in and he's got

00:10:40.162 --> 00:10:42.102
his flagger gear on.

00:10:42.263 --> 00:10:44.164
He's a construction site flagger.

00:10:45.543 --> 00:10:48.225
And we're coming in and I'm charging five

00:10:48.265 --> 00:10:50.268
hundred dollars for an evaluation for this

00:10:50.288 --> 00:10:50.567
guy.

00:10:51.048 --> 00:10:53.110
And he comes in and he is just

00:10:53.129 --> 00:10:54.510
the happiest customer leaving.

00:10:55.211 --> 00:10:57.634
And if I had convinced him out of

00:10:57.673 --> 00:10:58.495
it, it's like, oh,

00:10:58.554 --> 00:11:00.576
he's working an hourly wage job.

00:11:01.096 --> 00:11:01.976
And, you know,

00:11:02.017 --> 00:11:04.058
this isn't this is an expensive rate for

00:11:04.099 --> 00:11:04.259
him.

00:11:04.639 --> 00:11:06.520
His life is marathon training.

00:11:06.900 --> 00:11:10.124
He is his whole identity is wrapped around

00:11:10.163 --> 00:11:12.485
in marathon training and he wasn't able to

00:11:12.546 --> 00:11:12.865
do it.

00:11:12.946 --> 00:11:14.267
He has to stand a lot for his

00:11:14.326 --> 00:11:14.727
job.

00:11:15.227 --> 00:11:16.929
So the transformation he went through,

00:11:17.330 --> 00:11:19.011
he was like, can I come back tomorrow?

00:11:19.351 --> 00:11:22.654
Like he saw the value in coming in,

00:11:22.956 --> 00:11:24.116
having a calf injury,

00:11:24.417 --> 00:11:25.738
not being able to run a step.

00:11:26.139 --> 00:11:27.940
And then within an hour evaluation,

00:11:28.301 --> 00:11:30.062
being able to run for five minutes pain

00:11:30.101 --> 00:11:30.363
free.

00:11:31.624 --> 00:11:32.544
And to him,

00:11:32.585 --> 00:11:33.765
he would have paid any price in the

00:11:33.785 --> 00:11:34.386
world for that.

00:11:35.477 --> 00:11:38.279
So who am I to tell other people

00:11:38.320 --> 00:11:39.660
what they value?

00:11:39.701 --> 00:11:41.442
We all spend on things, right?

00:11:41.481 --> 00:11:42.341
Like, hey,

00:11:42.883 --> 00:11:45.985
I don't care much about fashion, right?

00:11:46.024 --> 00:11:48.206
So I don't own a lot of clothes,

00:11:48.645 --> 00:11:49.246
right?

00:11:49.287 --> 00:11:51.768
So if I go into an expensive store,

00:11:51.827 --> 00:11:54.470
it's like I might be a customer for

00:11:54.490 --> 00:11:56.471
them on paper based off of my age

00:11:56.490 --> 00:11:58.592
and demographics and income and things

00:11:58.613 --> 00:11:58.993
like that.

00:11:59.013 --> 00:12:00.374
But I don't value that.

00:12:00.933 --> 00:12:04.277
So why would that company spend their time

00:12:04.297 --> 00:12:05.057
talking to me?

00:12:05.077 --> 00:12:06.038
Cause I don't value it.

00:12:06.538 --> 00:12:07.620
And it's the same thing.

00:12:07.639 --> 00:12:12.303
Like PTs go through the roller coaster of

00:12:12.423 --> 00:12:13.544
emotions of business,

00:12:13.985 --> 00:12:15.366
where what they do is they get all

00:12:15.427 --> 00:12:16.408
excited about ideal.

00:12:16.447 --> 00:12:17.708
They start marketing it.

00:12:17.729 --> 00:12:19.330
They start designing all these things.

00:12:19.350 --> 00:12:20.250
They put all this effort in,

00:12:20.270 --> 00:12:21.131
then they get busy.

00:12:21.591 --> 00:12:22.913
And then all of a sudden they don't

00:12:22.953 --> 00:12:24.154
do any of that marketing.

00:12:24.475 --> 00:12:25.495
And all of a sudden they don't do

00:12:25.576 --> 00:12:26.376
any of those things.

00:12:26.476 --> 00:12:27.538
And now they're not as busy.

00:12:28.097 --> 00:12:29.178
And then they go, oh, no.

00:12:29.580 --> 00:12:31.322
And they go back and they go up.

00:12:31.621 --> 00:12:36.087
And then guess what growth is?

00:12:36.408 --> 00:12:37.489
It's the average of those two,

00:12:37.750 --> 00:12:38.890
the peak and the valley.

00:12:39.432 --> 00:12:39.751
Yes.

00:12:42.034 --> 00:12:43.376
This comes down to fear, right?

00:12:43.397 --> 00:12:45.078
If the question is why do PTs struggle

00:12:45.099 --> 00:12:46.100
to define growth,

00:12:46.379 --> 00:12:48.961
and go narrow we're afraid that if i

00:12:48.980 --> 00:12:52.042
go narrow i might lose referrals saying no

00:12:52.062 --> 00:12:54.162
to people feels gross right because that's

00:12:54.621 --> 00:12:56.903
saying no to money but we've all heard

00:12:56.942 --> 00:12:59.222
that if you're saying yes to the wrong

00:12:59.263 --> 00:13:01.663
thing it means you're saying no to the

00:13:01.744 --> 00:13:03.543
right thing that might walk in fifteen

00:13:03.565 --> 00:13:05.965
minutes later fear of maybe even like

00:13:06.004 --> 00:13:07.785
looking arrogant like nope you're not the

00:13:07.826 --> 00:13:08.725
right person for me

00:13:09.505 --> 00:13:09.785
Right.

00:13:10.225 --> 00:13:11.386
And people appreciate that.

00:13:11.427 --> 00:13:14.628
Like I've told people them and they

00:13:14.648 --> 00:13:15.268
appreciate it.

00:13:15.327 --> 00:13:17.028
And we've created a referral network for

00:13:17.068 --> 00:13:17.548
my clinics.

00:13:17.589 --> 00:13:18.068
We say, hey,

00:13:18.389 --> 00:13:20.049
we've got a great insurance based clinic

00:13:20.070 --> 00:13:22.591
down the street that would really do a

00:13:22.630 --> 00:13:23.591
great job for you.

00:13:24.250 --> 00:13:25.591
And I think that I can.

00:13:25.812 --> 00:13:26.711
Here's their phone number.

00:13:27.072 --> 00:13:28.673
We have a list of those numbers right

00:13:28.692 --> 00:13:29.552
up there and we send them out.

00:13:29.572 --> 00:13:29.653
Yeah.

00:13:29.673 --> 00:13:31.474
Because in the end,

00:13:31.594 --> 00:13:32.855
they're going to appreciate that because

00:13:32.875 --> 00:13:34.595
it does nobody any good to have somebody

00:13:34.634 --> 00:13:36.316
come in that isn't valuing what you do.

00:13:37.115 --> 00:13:37.738
Yeah,

00:13:37.857 --> 00:13:40.245
I love quoting my favorite Peloton

00:13:40.264 --> 00:13:42.913
instructor, Dennis Morton, who says,

00:13:42.952 --> 00:13:44.155
listen, I make suggestions,

00:13:44.176 --> 00:13:44.957
you make decisions.

00:13:47.139 --> 00:13:48.461
If you come in and you're the wrong

00:13:48.500 --> 00:13:52.024
person, I'm making the suggestion.

00:13:52.183 --> 00:13:53.225
I don't think I'm right for you.

00:13:53.725 --> 00:13:55.386
Or I love this for a plan of

00:13:55.427 --> 00:13:56.268
care, which is like,

00:13:56.408 --> 00:13:58.230
I can't run one mile for you if

00:13:58.669 --> 00:13:59.890
I'm a PT who works with runners.

00:14:00.211 --> 00:14:00.692
I can't run any.

00:14:01.032 --> 00:14:02.613
I make suggestions to do these things.

00:14:03.014 --> 00:14:04.514
You make decisions whether you do them or

00:14:04.554 --> 00:14:04.815
not.

00:14:05.375 --> 00:14:07.076
I'm making a suggestion that you working

00:14:07.096 --> 00:14:08.677
with me is a good idea.

00:14:08.999 --> 00:14:09.818
It costs X.

00:14:10.639 --> 00:14:11.841
I'm not selling you – I don't know

00:14:11.860 --> 00:14:14.182
if I've ever been sold on anything in

00:14:14.222 --> 00:14:14.602
my life.

00:14:15.144 --> 00:14:16.585
I've either made good or bad decisions,

00:14:16.625 --> 00:14:18.645
but I've made them.

00:14:18.667 --> 00:14:19.586
You know what?

00:14:19.606 --> 00:14:21.928
Your question also about what are PTs

00:14:21.948 --> 00:14:25.591
afraid of also gives me another idea and

00:14:25.611 --> 00:14:26.932
something I've talked about before that

00:14:27.573 --> 00:14:31.216
PTs are not always aware of what they

00:14:31.256 --> 00:14:31.756
actually want.

00:14:32.764 --> 00:14:33.004
Right.

00:14:33.065 --> 00:14:35.125
That we're a very, uh,

00:14:35.365 --> 00:14:36.566
service oriented group.

00:14:37.005 --> 00:14:37.725
And we think about,

00:14:37.885 --> 00:14:38.866
I want to help other people.

00:14:38.886 --> 00:14:39.006
Like,

00:14:39.067 --> 00:14:40.606
why did you get into physical therapy?

00:14:41.027 --> 00:14:42.227
The first thing that they're going to say

00:14:42.248 --> 00:14:44.528
is I want to help people or it's

00:14:44.607 --> 00:14:45.609
interested in things like that.

00:14:45.629 --> 00:14:46.568
But what do you want?

00:14:46.969 --> 00:14:47.168
Right?

00:14:47.188 --> 00:14:49.068
Like you want freedom of time.

00:14:49.669 --> 00:14:50.830
You want freedom of money.

00:14:51.330 --> 00:14:52.610
You want freedom of purpose.

00:14:52.931 --> 00:14:53.091
Like,

00:14:53.191 --> 00:14:54.610
I don't think there's a physical therapist

00:14:54.650 --> 00:14:56.851
in the world that wouldn't want freedom of

00:14:56.892 --> 00:14:57.932
time, money, and purpose.

00:14:58.272 --> 00:14:59.991
I want to treat who I want when

00:15:00.072 --> 00:15:00.513
I want,

00:15:00.613 --> 00:15:01.993
and I want to create a good living.

00:15:02.369 --> 00:15:03.169
doing that there.

00:15:04.451 --> 00:15:08.133
And if you're not surrounding yourself

00:15:08.173 --> 00:15:09.794
with people that value what you do,

00:15:10.174 --> 00:15:11.596
you'll never get that.

00:15:12.216 --> 00:15:12.417
Right?

00:15:12.437 --> 00:15:14.018
Like having a system and having the

00:15:14.038 --> 00:15:15.418
ability to do that, like,

00:15:15.458 --> 00:15:18.201
that's what maybe people don't realize.

00:15:18.240 --> 00:15:19.741
Maybe it's not that they're afraid of it.

00:15:20.102 --> 00:15:21.344
Maybe it's they don't realize what's on

00:15:21.364 --> 00:15:22.024
the other side.

00:15:22.043 --> 00:15:22.484
Right?

00:15:22.544 --> 00:15:23.725
Where?

00:15:24.306 --> 00:15:24.525
Yeah,

00:15:24.586 --> 00:15:26.307
that that's truly starting with the end in

00:15:26.366 --> 00:15:26.967
mind, right?

00:15:27.437 --> 00:15:28.278
Yeah.

00:15:28.318 --> 00:15:30.120
And it's okay to want things, right?

00:15:30.220 --> 00:15:31.780
I listen to a great podcast,

00:15:32.020 --> 00:15:33.241
like The Art of Achievement.

00:15:33.562 --> 00:15:34.623
The other day, it's actually,

00:15:34.682 --> 00:15:37.565
it's a podcast on Audible.

00:15:39.166 --> 00:15:41.067
And it was talking all about how we

00:15:41.086 --> 00:15:42.587
should want things.

00:15:42.607 --> 00:15:44.208
Because if you don't want things,

00:15:44.528 --> 00:15:46.429
you're never going to get yourself closer

00:15:46.509 --> 00:15:49.052
to the next step there.

00:15:49.272 --> 00:15:50.133
So you have to like,

00:15:50.533 --> 00:15:51.933
you have to want things and it's okay

00:15:51.953 --> 00:15:53.134
to want things.

00:15:53.315 --> 00:15:53.495
Yeah.

00:15:54.013 --> 00:15:54.513
I like that.

00:15:55.333 --> 00:15:55.734
You've said,

00:15:55.754 --> 00:15:56.934
and we talked about this a second ago,

00:15:57.014 --> 00:15:59.336
every clinic needs a sales process.

00:15:59.356 --> 00:15:59.456
Yes.

00:16:00.118 --> 00:16:00.979
Things don't, you know,

00:16:01.058 --> 00:16:02.700
success doesn't happen by accident.

00:16:03.299 --> 00:16:06.062
Most PTs hate that word though with sales.

00:16:07.823 --> 00:16:08.625
What's the first,

00:16:08.644 --> 00:16:09.804
I'm sure you're going to go through this,

00:16:10.346 --> 00:16:11.647
but what's like,

00:16:11.787 --> 00:16:14.308
what's the first thing you do as soon

00:16:14.349 --> 00:16:15.970
as someone at least like a PT says,

00:16:16.350 --> 00:16:17.591
okay, I agree with you.

00:16:17.631 --> 00:16:18.631
Yes.

00:16:18.711 --> 00:16:20.333
I understand I need a sales process.

00:16:20.354 --> 00:16:20.573
Okay.

00:16:21.481 --> 00:16:22.702
Where do you start with them?

00:16:22.722 --> 00:16:24.283
It's probably not the whole thing, right?

00:16:24.663 --> 00:16:25.664
It's probably baby steps.

00:16:25.745 --> 00:16:26.725
What's the number one?

00:16:27.024 --> 00:16:27.625
Part one,

00:16:27.846 --> 00:16:29.687
exactly what the webinar on Thursday is,

00:16:29.966 --> 00:16:32.668
identify your ideal customer profile and

00:16:32.729 --> 00:16:34.250
go deep.

00:16:34.509 --> 00:16:37.272
Don't start writing all these ads.

00:16:37.312 --> 00:16:39.673
Don't start designing processes until you

00:16:39.712 --> 00:16:40.714
know who you're selling to.

00:16:41.594 --> 00:16:44.475
Who is that ideal customer that is going

00:16:44.535 --> 00:16:46.417
to pay you that two thousand dollars for

00:16:46.456 --> 00:16:47.138
what you're offering?

00:16:47.625 --> 00:16:50.326
Who is that customer that really values

00:16:50.386 --> 00:16:51.768
the service that you're providing?

00:16:52.308 --> 00:16:54.770
And that is entirely what this whole thing

00:16:54.831 --> 00:16:56.972
is about for the people that attend.

00:16:56.993 --> 00:16:58.514
We're even giving the workbook that we

00:16:58.533 --> 00:17:00.394
give to our Helix three D customers.

00:17:00.816 --> 00:17:02.017
So if you show up for it,

00:17:02.076 --> 00:17:03.498
we're going to have a link for you

00:17:03.518 --> 00:17:05.819
to download a workbook that will take you

00:17:05.859 --> 00:17:07.101
through our whole process.

00:17:07.560 --> 00:17:09.182
Because if you don't have this,

00:17:09.643 --> 00:17:12.125
the rest of it is all assumptions and

00:17:12.164 --> 00:17:13.286
guessing.

00:17:13.385 --> 00:17:13.546
Yeah.

00:17:14.857 --> 00:17:16.219
That's the whole thing with the process.

00:17:16.259 --> 00:17:19.060
It all starts with your ideal customer and

00:17:19.080 --> 00:17:21.863
being willing to identify who's not your

00:17:21.903 --> 00:17:23.664
ideal customer as much as who is.

00:17:24.211 --> 00:17:24.991
This is what I do,

00:17:25.011 --> 00:17:26.772
and I didn't have this slide.

00:17:26.853 --> 00:17:28.393
I had this slide because I always just

00:17:28.413 --> 00:17:28.992
have it handy,

00:17:29.012 --> 00:17:32.673
but Simon Sinek wrote that book,

00:17:32.693 --> 00:17:33.413
Start With Why.

00:17:34.054 --> 00:17:34.614
And of course,

00:17:34.814 --> 00:17:36.134
you're never going to disagree with a guy

00:17:36.154 --> 00:17:38.875
who's a multi-best-selling author.

00:17:39.174 --> 00:17:39.796
But I do,

00:17:39.855 --> 00:17:40.996
and it sounds like you do too,

00:17:41.455 --> 00:17:42.855
which is I think you need to get

00:17:42.915 --> 00:17:43.435
to why,

00:17:43.817 --> 00:17:45.217
but you have to start with who.

00:17:46.887 --> 00:17:49.432
Because I do this with communications.

00:17:49.692 --> 00:17:51.394
I talk to my best friend and my

00:17:51.434 --> 00:17:54.019
grandmother infinitely differently about

00:17:54.078 --> 00:17:55.540
different things for different reasons.

00:17:57.002 --> 00:17:58.045
They're different whys.

00:17:58.265 --> 00:17:59.267
So it starts with who,

00:17:59.907 --> 00:18:01.309
and then we have to get to why.

00:18:01.775 --> 00:18:03.155
Yeah, well, I agree.

00:18:03.256 --> 00:18:04.056
And it's funny,

00:18:04.276 --> 00:18:05.396
that's one of the slides in this

00:18:05.436 --> 00:18:06.617
presentation on Thursday,

00:18:06.657 --> 00:18:08.519
Simon Sinek start with why great minds.

00:18:09.759 --> 00:18:11.160
But you know, one of the things too,

00:18:11.300 --> 00:18:14.102
is you have to first understand your why,

00:18:15.022 --> 00:18:15.742
as the tradition,

00:18:15.923 --> 00:18:16.804
which is what we just said,

00:18:16.943 --> 00:18:17.743
and what you want.

00:18:18.184 --> 00:18:20.226
So they he talks about the golden circle,

00:18:20.685 --> 00:18:22.826
why you do how you do it,

00:18:22.946 --> 00:18:24.508
what you do, right?

00:18:24.627 --> 00:18:27.109
And most PTs, a little spoiler alert,

00:18:27.490 --> 00:18:29.250
will tell you first what they do,

00:18:29.550 --> 00:18:30.692
instead of why they do it.

00:18:31.432 --> 00:18:32.553
That's the big thing there.

00:18:32.593 --> 00:18:34.153
Like, oh, why do you do it?

00:18:34.213 --> 00:18:35.934
Like, oh, I really like manual therapy.

00:18:36.035 --> 00:18:36.414
It's like,

00:18:36.454 --> 00:18:37.756
you just told me what you do,

00:18:37.796 --> 00:18:39.057
not why you do it.

00:18:39.176 --> 00:18:42.318
But then when you do the ideal customer,

00:18:42.759 --> 00:18:45.059
you also have to understand their why.

00:18:45.099 --> 00:18:45.580
Big time.

00:18:45.641 --> 00:18:46.721
That's the next thing of like,

00:18:46.820 --> 00:18:48.721
why is this person coming in to see

00:18:48.741 --> 00:18:48.801
you?

00:18:48.882 --> 00:18:49.982
What is their why?

00:18:50.383 --> 00:18:51.884
What is their motivating factor?

00:18:52.263 --> 00:18:53.865
And then when you speak to that and

00:18:53.924 --> 00:18:55.926
design your products and services around

00:18:55.946 --> 00:18:56.146
that,

00:18:56.166 --> 00:18:56.227
you

00:18:57.292 --> 00:18:58.233
It isn't selling.

00:18:58.713 --> 00:18:59.894
You are delivering value.

00:19:00.055 --> 00:19:01.096
That's all you're doing.

00:19:01.556 --> 00:19:03.116
And it's not a, hey,

00:19:03.196 --> 00:19:04.176
do you want to buy this?

00:19:04.258 --> 00:19:08.000
It's like, is this important to you?

00:19:08.279 --> 00:19:10.521
And if it is, I make suggestions,

00:19:10.541 --> 00:19:11.382
you make decisions.

00:19:12.222 --> 00:19:15.345
You take the greasy part out of it.

00:19:15.464 --> 00:19:15.684
Yeah.

00:19:17.088 --> 00:19:19.152
Sales is neither good nor bad.

00:19:19.813 --> 00:19:22.116
How someone might do it might feel good

00:19:22.156 --> 00:19:22.857
or feel bad.

00:19:22.917 --> 00:19:26.923
But sales is being a great decision for

00:19:26.943 --> 00:19:29.007
a problem someone has at the right time.

00:19:31.655 --> 00:19:32.336
Yeah, absolutely.

00:19:32.355 --> 00:19:32.817
Good way to segue.

00:19:32.836 --> 00:19:35.459
Do you want to thank our sponsors, U.S.

00:19:35.499 --> 00:19:36.400
Physical Therapy?

00:19:37.079 --> 00:19:38.260
You built something special,

00:19:38.602 --> 00:19:40.063
but scaling feels overwhelming.

00:19:40.262 --> 00:19:40.462
U.S.

00:19:40.502 --> 00:19:41.884
Physical Therapy partners with clinic

00:19:41.924 --> 00:19:43.865
owners who want to grow without giving up

00:19:43.905 --> 00:19:44.247
control.

00:19:44.547 --> 00:19:46.808
Learn more at usph.com or check them out

00:19:46.828 --> 00:19:48.269
at usphpartnership.com.

00:19:48.950 --> 00:19:50.711
All right.

00:19:51.431 --> 00:19:52.471
How about the math?

00:19:52.790 --> 00:19:56.092
If I define my ideal client clearly,

00:19:56.551 --> 00:19:59.772
what actually changes in my revenue?

00:20:00.272 --> 00:20:01.813
And then you can just go downstream with

00:20:01.833 --> 00:20:03.093
that because you can understand what you

00:20:03.133 --> 00:20:03.794
can do with that.

00:20:03.854 --> 00:20:04.794
Invest it in the business.

00:20:04.814 --> 00:20:06.673
Use it for your family.

00:20:06.733 --> 00:20:08.755
So I know sales feels icky,

00:20:08.775 --> 00:20:11.795
but it's not about just collecting money.

00:20:11.855 --> 00:20:13.135
It's about what you're able to do with

00:20:13.155 --> 00:20:13.556
those things.

00:20:13.855 --> 00:20:15.935
So if someone defines their ideal client,

00:20:16.237 --> 00:20:17.876
what actually changes in their revenue?

00:20:18.853 --> 00:20:18.972
Right.

00:20:18.992 --> 00:20:20.513
So what you're going to see is your

00:20:20.554 --> 00:20:22.453
revenue per client is going to go up,

00:20:22.913 --> 00:20:24.474
which means that you don't have to go

00:20:24.494 --> 00:20:26.375
through that same up and down cycle like

00:20:26.414 --> 00:20:27.255
we talked about here.

00:20:27.674 --> 00:20:30.215
So now each customer is worth more to

00:20:30.276 --> 00:20:30.516
you.

00:20:30.996 --> 00:20:33.356
So if you see less customers,

00:20:33.376 --> 00:20:35.257
you have more time for developing sales

00:20:35.277 --> 00:20:37.258
process, for adding extra things,

00:20:37.397 --> 00:20:39.718
or maybe you want some personal time and

00:20:39.738 --> 00:20:40.637
you want to go out for a run

00:20:40.678 --> 00:20:42.398
yourself instead of helping more runners.

00:20:42.838 --> 00:20:45.021
So what you do there is you're freeing

00:20:45.102 --> 00:20:45.221
up,

00:20:45.241 --> 00:20:48.767
you're valuing your time more for the true

00:20:48.807 --> 00:20:50.509
value of what you're offering here.

00:20:50.890 --> 00:20:52.653
Then you can start developing other areas

00:20:52.692 --> 00:20:53.233
of the business.

00:20:53.273 --> 00:20:55.155
You start doing one revenue stream,

00:20:55.195 --> 00:20:55.896
you say, okay,

00:20:56.298 --> 00:20:58.201
we figured out this three D gate thing.

00:20:58.681 --> 00:20:59.402
Man, that's great.

00:20:59.422 --> 00:21:01.344
But we need to now really get pain

00:21:01.364 --> 00:21:02.925
down quickly for some of these people.

00:21:02.986 --> 00:21:05.509
So I'm going to do wind back or

00:21:05.568 --> 00:21:09.012
laser or like, you know, shockwave,

00:21:09.713 --> 00:21:11.817
dry needling, name it, right?

00:21:11.856 --> 00:21:12.538
Like, okay,

00:21:12.597 --> 00:21:14.138
now I need to add this on here.

00:21:14.180 --> 00:21:15.740
So then you start building more and more

00:21:15.780 --> 00:21:16.561
valuable things.

00:21:17.202 --> 00:21:17.323
And

00:21:18.104 --> 00:21:19.685
That actually creates more and more

00:21:19.746 --> 00:21:22.709
customers because now instead of focusing

00:21:22.788 --> 00:21:24.150
on more people,

00:21:24.590 --> 00:21:26.633
you're focusing on more value.

00:21:27.173 --> 00:21:29.516
And that's the shift is instead of

00:21:29.536 --> 00:21:30.936
focusing on more revenue,

00:21:31.377 --> 00:21:34.101
focus on the value first and then the

00:21:34.141 --> 00:21:34.882
revenue comes.

00:21:35.402 --> 00:21:37.565
Because if you have a program that says

00:21:37.585 --> 00:21:38.445
like, okay, great,

00:21:38.465 --> 00:21:40.367
we're doing a longevity program.

00:21:40.989 --> 00:21:41.368
All right, well,

00:21:41.409 --> 00:21:42.871
if you start off with it and you're

00:21:42.891 --> 00:21:44.833
doing their gait and you do some things

00:21:44.853 --> 00:21:46.835
like that and you're doing some strength

00:21:46.875 --> 00:21:48.217
assessments and range of motion,

00:21:48.678 --> 00:21:49.137
that's great.

00:21:49.278 --> 00:21:49.939
That looks awesome.

00:21:50.440 --> 00:21:51.260
Now you add blood work.

00:21:52.462 --> 00:21:53.364
Okay, that's pretty cool.

00:21:53.663 --> 00:21:55.505
Now you start doing basal metabolic rate.

00:21:55.984 --> 00:21:56.125
Oh,

00:21:56.204 --> 00:21:57.145
here's how many calories I should be

00:21:57.165 --> 00:21:57.286
eating.

00:21:57.306 --> 00:21:57.766
All right,

00:21:57.826 --> 00:22:00.567
now we're checking out skeletal muscle and

00:22:00.587 --> 00:22:01.988
we're starting to track that over time.

00:22:02.308 --> 00:22:04.329
So each time you add more value and

00:22:04.349 --> 00:22:05.891
when you have a little free space to

00:22:05.931 --> 00:22:07.352
do that, instead of just saying,

00:22:07.711 --> 00:22:09.252
I need more and more and more clients,

00:22:09.772 --> 00:22:12.634
now you're adding more value and you don't

00:22:12.694 --> 00:22:14.355
need as many and the revenue is still

00:22:14.375 --> 00:22:14.836
going up.

00:22:15.276 --> 00:22:16.537
So you have value.

00:22:17.136 --> 00:22:18.637
And those people are leaving happier.

00:22:18.678 --> 00:22:19.939
You want to talk about what marketing is?

00:22:19.959 --> 00:22:21.460
This is from a guy who creates content

00:22:21.480 --> 00:22:21.839
marketing.

00:22:22.220 --> 00:22:25.442
Marketing is what other people are saying

00:22:25.461 --> 00:22:27.123
about you when you're not around.

00:22:27.683 --> 00:22:28.044
Yes.

00:22:28.144 --> 00:22:29.884
What do you think the right people who

00:22:29.924 --> 00:22:31.705
got the right thing at the right time,

00:22:31.865 --> 00:22:32.527
the right way,

00:22:32.747 --> 00:22:34.188
what do you think they say to other

00:22:34.228 --> 00:22:34.607
people?

00:22:35.208 --> 00:22:36.990
They don't shut up about you.

00:22:37.430 --> 00:22:39.270
And everyone says word of mouth is the

00:22:39.451 --> 00:22:40.231
gold standard.

00:22:40.251 --> 00:22:41.352
That's what everyone wants.

00:22:41.511 --> 00:22:42.053
And it's true.

00:22:42.113 --> 00:22:44.914
Word of mouth is extremely valuable.

00:22:45.713 --> 00:22:48.316
But it comes from how you deliver it

00:22:48.415 --> 00:22:50.237
and how you take care of those people.

00:22:50.636 --> 00:22:52.679
And if you have a bunch of non-ideal

00:22:52.719 --> 00:22:53.338
customers,

00:22:54.180 --> 00:22:56.501
then you're not getting that word of mouth

00:22:56.541 --> 00:22:58.942
because they're like, yeah, it was okay.

00:22:59.022 --> 00:23:01.184
Like, that's fine.

00:23:01.265 --> 00:23:01.505
Yeah.

00:23:01.565 --> 00:23:02.945
You're literally writing the script.

00:23:03.707 --> 00:23:05.667
I partnered with Hyperice after talking

00:23:05.688 --> 00:23:06.929
with Eric Fernandez at CSM,

00:23:06.969 --> 00:23:08.349
and I'm going to be doing some stuff

00:23:08.369 --> 00:23:09.029
with them online.

00:23:09.049 --> 00:23:09.269
Yeah.

00:23:10.290 --> 00:23:11.771
And they sent me essentially one of

00:23:11.811 --> 00:23:12.571
everything they make.

00:23:12.991 --> 00:23:14.412
So it was like Christmas for Jimmy.

00:23:14.491 --> 00:23:15.873
I've only opened like two things because

00:23:15.893 --> 00:23:16.073
I'm like,

00:23:16.113 --> 00:23:17.353
I really want to play with these things.

00:23:17.913 --> 00:23:18.213
Of course,

00:23:18.253 --> 00:23:19.773
I opened the Norma Tech boots first.

00:23:19.794 --> 00:23:20.615
Oh, yeah.

00:23:20.674 --> 00:23:23.154
And I said, I can make these videos.

00:23:23.174 --> 00:23:25.276
And I've seen Hyperice's content on

00:23:25.355 --> 00:23:25.796
Instagram.

00:23:25.875 --> 00:23:26.436
It's slick.

00:23:26.537 --> 00:23:27.817
I'm never going to make... That's not me.

00:23:27.836 --> 00:23:27.977
Yeah.

00:23:28.997 --> 00:23:30.198
And I literally looked at this and I

00:23:30.218 --> 00:23:32.117
go, these boots are a marketing device.

00:23:32.739 --> 00:23:33.739
That's my lens, right?

00:23:33.759 --> 00:23:34.519
That's, of course, my lens.

00:23:35.098 --> 00:23:36.099
But it is because...

00:23:37.122 --> 00:23:38.744
I don't know what the square footage of

00:23:38.765 --> 00:23:41.169
your clinic is or how many people you

00:23:41.209 --> 00:23:43.152
have with how many certifications,

00:23:44.173 --> 00:23:45.596
but I talk about how I felt.

00:23:46.277 --> 00:23:48.480
And if the last thing I felt,

00:23:49.541 --> 00:23:50.262
felt good.

00:23:50.784 --> 00:23:51.065
Yes.

00:23:52.267 --> 00:23:54.288
That's easy for me to tell you about.

00:23:54.348 --> 00:23:56.069
Like if the experience of, hey,

00:23:56.089 --> 00:23:57.932
there's Doug and I've, you know,

00:23:58.011 --> 00:23:59.673
Doug and I have talked fifty times and

00:23:59.693 --> 00:24:01.255
every time I see him sort of always

00:24:01.275 --> 00:24:01.935
in a good mood.

00:24:02.516 --> 00:24:03.237
That's marketing.

00:24:03.257 --> 00:24:03.977
Yeah.

00:24:04.077 --> 00:24:04.298
Right.

00:24:04.758 --> 00:24:06.058
So I look at like all the things

00:24:06.078 --> 00:24:07.381
you're talking about this.

00:24:07.721 --> 00:24:09.903
It's the sum of all those parts.

00:24:10.123 --> 00:24:10.262
Yes.

00:24:10.522 --> 00:24:12.384
Adds up to the experience.

00:24:13.046 --> 00:24:13.546
And listen, man,

00:24:13.566 --> 00:24:14.646
I can get a cup of coffee down

00:24:14.666 --> 00:24:16.307
here at the seven eleven or at Starbucks.

00:24:17.188 --> 00:24:18.328
I'm buying two different,

00:24:18.489 --> 00:24:19.729
I am buying two different things.

00:24:19.749 --> 00:24:21.089
I'm not buying the same thing in two

00:24:21.109 --> 00:24:21.711
different places.

00:24:22.050 --> 00:24:24.451
They are in fact different.

00:24:25.011 --> 00:24:25.332
Yes.

00:24:25.712 --> 00:24:27.032
There's, have you ever read the book?

00:24:27.334 --> 00:24:28.453
I think it's Made to Stick.

00:24:28.493 --> 00:24:29.674
It's by Chip and Danny.

00:24:29.694 --> 00:24:31.236
Chip and Danny, yeah, it's a great one.

00:24:31.516 --> 00:24:34.576
And they talk about the hotel and they

00:24:34.597 --> 00:24:36.578
exemplify a point here where people

00:24:36.638 --> 00:24:39.779
remember the beginning, the end,

00:24:40.121 --> 00:24:41.701
and a highlight in between.

00:24:42.122 --> 00:24:45.343
And this hotel had a dedicated phone line

00:24:45.383 --> 00:24:46.183
for popsicles.

00:24:46.698 --> 00:24:47.598
Oh, I remember this.

00:24:47.659 --> 00:24:48.419
Yeah.

00:24:48.439 --> 00:24:49.960
You can call and get a popsicle at

00:24:50.079 --> 00:24:51.101
any time in the day.

00:24:51.461 --> 00:24:52.761
And they had good popsicles,

00:24:52.821 --> 00:24:55.964
not like twenty five and Costco.

00:24:56.025 --> 00:24:57.306
They had good popsicles.

00:24:57.605 --> 00:24:58.846
You could call at any point.

00:24:59.227 --> 00:24:59.788
Guess what?

00:24:59.988 --> 00:25:01.669
That gave somebody that stayed at the

00:25:01.729 --> 00:25:02.148
hotel.

00:25:02.549 --> 00:25:03.710
You got to go there.

00:25:04.611 --> 00:25:06.573
I got a popsicle at like two o'clock

00:25:06.593 --> 00:25:08.614
in the morning after a long night out.

00:25:08.733 --> 00:25:09.934
It was the best thing.

00:25:10.234 --> 00:25:11.256
Like, so cool.

00:25:12.096 --> 00:25:13.357
Popsicles.

00:25:13.458 --> 00:25:14.618
I don't know if it was in that

00:25:14.638 --> 00:25:14.898
book.

00:25:16.840 --> 00:25:17.281
Or, you know,

00:25:17.301 --> 00:25:18.542
I read a lot of things similar.

00:25:18.643 --> 00:25:20.424
I forget what hotel brand it is.

00:25:20.484 --> 00:25:22.527
Now, am I defeating my own story?

00:25:23.086 --> 00:25:24.449
The one that you go up and they've

00:25:24.469 --> 00:25:25.388
got the hot chocolate.

00:25:25.409 --> 00:25:26.971
They always have a plate of cookies that

00:25:26.990 --> 00:25:27.490
are warm.

00:25:27.711 --> 00:25:29.012
They're always just out of the oven.

00:25:29.333 --> 00:25:30.974
It's like Homewood Sweets or whatever.

00:25:31.555 --> 00:25:31.675
Yeah.

00:25:32.375 --> 00:25:33.194
That's what it is.

00:25:33.234 --> 00:25:34.635
Whenever I've been there, I've been like,

00:25:34.816 --> 00:25:36.175
oh yeah, this is the cookie one.

00:25:36.256 --> 00:25:37.017
Good, right?

00:25:38.676 --> 00:25:41.117
And I think they did like an analysis

00:25:41.377 --> 00:25:41.877
and they're like,

00:25:42.338 --> 00:25:44.138
the new CEO or someone came in and

00:25:44.159 --> 00:25:44.439
was like,

00:25:44.499 --> 00:25:45.640
what are we doing with the cookies?

00:25:45.940 --> 00:25:47.599
Where's the ROI on the cookies?

00:25:47.700 --> 00:25:49.340
And someone finally was like, my man,

00:25:49.681 --> 00:25:52.521
the cookies quite literally leave a good

00:25:52.561 --> 00:25:54.323
taste in someone's mouth when they're

00:25:54.363 --> 00:25:56.262
checking in or checking out.

00:25:56.963 --> 00:25:58.604
And to go with Chip and Dan Heath's

00:25:58.624 --> 00:25:59.305
The Beginning, The End,

00:25:59.345 --> 00:26:00.164
and Something in the Middle,

00:26:01.277 --> 00:26:04.119
That's it because what else besides a

00:26:04.160 --> 00:26:06.981
hotel stay could be a lot of it

00:26:07.082 --> 00:26:09.585
needs to hit a certain bottom.

00:26:09.825 --> 00:26:11.066
But if there's a bad thing,

00:26:11.105 --> 00:26:12.186
you remember that.

00:26:12.647 --> 00:26:15.170
But the Popsicle phone thing is weird and

00:26:16.171 --> 00:26:18.732
it's remarkable, as Seth Gooden would say.

00:26:19.453 --> 00:26:20.994
And whatever it costs,

00:26:22.276 --> 00:26:23.217
it makes up for it.

00:26:23.257 --> 00:26:24.278
It would just be hard to draw a

00:26:24.337 --> 00:26:25.819
straight line, but it's there.

00:26:26.604 --> 00:26:28.326
So you're drawing on a point that was

00:26:28.425 --> 00:26:31.147
my CSM talk that I did because we

00:26:31.188 --> 00:26:33.570
did a talk called Be a Brand, right?

00:26:33.911 --> 00:26:35.132
And what you're talking about is brand

00:26:35.172 --> 00:26:36.153
alignment too.

00:26:36.854 --> 00:26:39.536
If you want to be known as the

00:26:39.615 --> 00:26:42.959
facility for seeing athletes in your area,

00:26:43.400 --> 00:26:46.641
you're going to need –

00:26:44.881 --> 00:26:46.001
You're going to need hyper ice.

00:26:46.021 --> 00:26:48.222
You're going to need boots.

00:26:48.242 --> 00:26:49.423
You're going to need things like that.

00:26:49.503 --> 00:26:51.826
It's like it has to align because people

00:26:51.846 --> 00:26:53.886
are going to feel misalignments where if

00:26:54.086 --> 00:26:55.948
they come in and you're charging five

00:26:55.968 --> 00:26:57.388
hundred dollars for an evaluation and

00:26:57.409 --> 00:27:00.131
they're sitting on a folding chair in the

00:27:00.151 --> 00:27:02.352
waiting room and there's dust everywhere

00:27:02.913 --> 00:27:05.153
and like you've got no pictures or things

00:27:05.433 --> 00:27:08.016
like they're going to like like is this

00:27:08.375 --> 00:27:10.477
like it was great care.

00:27:10.597 --> 00:27:11.438
I really love that.

00:27:11.498 --> 00:27:12.259
But man,

00:27:12.479 --> 00:27:14.220
little they're not going to talk about it.

00:27:14.772 --> 00:27:15.173
Yep.

00:27:15.353 --> 00:27:15.713
Like this is,

00:27:15.733 --> 00:27:17.255
they might talk about negatively.

00:27:18.036 --> 00:27:19.797
This is show me, don't tell me.

00:27:20.196 --> 00:27:20.478
Yes.

00:27:20.698 --> 00:27:22.219
I was just interacting with someone on

00:27:22.259 --> 00:27:22.578
LinkedIn.

00:27:22.598 --> 00:27:23.779
I'm not going to call who they were.

00:27:23.901 --> 00:27:25.682
I think they, I think they mean well.

00:27:26.201 --> 00:27:26.843
Yeah.

00:27:26.863 --> 00:27:28.564
And they were talking about when people

00:27:28.624 --> 00:27:31.326
work there, when clinicians work there,

00:27:31.346 --> 00:27:33.468
they, they feel the mentorship,

00:27:33.488 --> 00:27:34.528
they distance this.

00:27:35.029 --> 00:27:36.750
And I sort of challenged this person and

00:27:36.790 --> 00:27:37.692
I don't really know.

00:27:38.031 --> 00:27:39.673
And I was like, Hey, this sounds great.

00:27:39.894 --> 00:27:41.154
Where can I see this?

00:27:41.255 --> 00:27:41.674
And they said,

00:27:41.714 --> 00:27:43.317
when people come in for an interview,

00:27:43.336 --> 00:27:43.436
they,

00:27:43.876 --> 00:27:44.778
we can show them.

00:27:44.998 --> 00:27:45.959
And I was like, my man,

00:27:46.499 --> 00:27:48.339
I'm already interviewing you on my phone.

00:27:48.881 --> 00:27:50.501
If I'm a clinician, I have choices.

00:27:50.942 --> 00:27:52.503
If I can't see it on your website

00:27:52.763 --> 00:27:53.644
or in your socials,

00:27:53.765 --> 00:27:54.924
it doesn't need to be slick.

00:27:55.625 --> 00:27:57.007
But I've worked with organizations where

00:27:57.027 --> 00:27:57.768
like, we do that.

00:27:57.867 --> 00:27:58.667
And I said, oh man,

00:27:58.788 --> 00:27:59.229
it's going to be,

00:27:59.568 --> 00:28:00.690
I sit back in my chair and I

00:28:00.710 --> 00:28:00.789
go,

00:28:00.809 --> 00:28:01.750
this is going to be an easy meeting.

00:28:01.971 --> 00:28:03.491
Can you just show it on the screen?

00:28:04.152 --> 00:28:05.472
Well, it's sort of here.

00:28:05.573 --> 00:28:06.294
It's implied.

00:28:06.374 --> 00:28:08.194
I'm like, my man, if it's implied,

00:28:08.275 --> 00:28:08.976
it ain't said,

00:28:09.215 --> 00:28:10.176
and you got to show me,

00:28:10.576 --> 00:28:11.198
don't tell me.

00:28:11.945 --> 00:28:12.185
Yeah.

00:28:12.746 --> 00:28:14.106
People need to see the process.

00:28:14.126 --> 00:28:15.366
People need to understand it.

00:28:15.406 --> 00:28:17.248
They need to know exactly what's going on.

00:28:17.688 --> 00:28:19.188
It needs to be in alignment.

00:28:19.268 --> 00:28:20.068
It needs to be in alignment.

00:28:20.348 --> 00:28:21.828
If you're telling me this is a premier

00:28:21.868 --> 00:28:24.809
experience and all those things aren't in

00:28:24.829 --> 00:28:25.450
alignment...

00:28:25.470 --> 00:28:26.750
It's just so funny to watch other

00:28:26.830 --> 00:28:30.071
organizations like hotels, spas...

00:28:32.536 --> 00:28:33.977
If you see one that gets it,

00:28:34.017 --> 00:28:34.237
I mean,

00:28:34.896 --> 00:28:36.377
I worked for an organization who would

00:28:36.417 --> 00:28:40.682
bring in the Ritz-Carlton management group

00:28:40.721 --> 00:28:42.363
every year, and they would just show you,

00:28:42.742 --> 00:28:42.962
it's like,

00:28:43.002 --> 00:28:44.564
why is Ritz-Carlton coming here?

00:28:44.584 --> 00:28:45.045
Right.

00:28:46.119 --> 00:28:47.820
We're healthcare providers because you're

00:28:47.840 --> 00:28:49.161
in a service business and you're not

00:28:49.201 --> 00:28:49.621
looking at it.

00:28:49.641 --> 00:28:51.122
Unreasonable hospitality.

00:28:51.501 --> 00:28:52.922
Unreasonable hospitality.

00:28:52.942 --> 00:28:53.982
Unreasonable hospitality.

00:28:54.343 --> 00:28:55.803
Should be part of our language.

00:28:55.903 --> 00:28:57.163
It's a service we're providing.

00:28:57.183 --> 00:28:57.884
It needs to be.

00:28:58.144 --> 00:28:59.003
So let's go the other way.

00:28:59.023 --> 00:29:00.424
Let's go contrarian take.

00:29:00.805 --> 00:29:03.326
What's the advice that PTs keep repeating

00:29:03.365 --> 00:29:06.226
about growth that you think is wrong?

00:29:06.586 --> 00:29:08.606
What is parroted or said a lot that

00:29:08.626 --> 00:29:10.508
you're like, I actually disagree,

00:29:10.748 --> 00:29:10.988
you know?

00:29:12.082 --> 00:29:12.542
Huh?

00:29:12.583 --> 00:29:13.403
Good question.

00:29:13.844 --> 00:29:14.064
I mean,

00:29:14.084 --> 00:29:17.888
the the just more patients is probably a

00:29:17.929 --> 00:29:18.269
lot.

00:29:18.729 --> 00:29:20.371
That's, that's the thing of like,

00:29:20.391 --> 00:29:22.012
we need to market to get more people

00:29:22.073 --> 00:29:23.875
in and all they talk about is there.

00:29:24.276 --> 00:29:26.357
But if I ask a clinician, it's like,

00:29:26.397 --> 00:29:27.920
what's the lifetime value of a customer?

00:29:29.166 --> 00:29:30.167
Most of them don't even know.

00:29:30.968 --> 00:29:32.750
Most of them have no clue, right?

00:29:33.390 --> 00:29:35.991
They're like, well, what do you mean?

00:29:36.432 --> 00:29:37.252
And it's like, well,

00:29:37.272 --> 00:29:38.653
they come in once for insurance and I

00:29:38.673 --> 00:29:40.194
see them for ten visits and it's like

00:29:40.255 --> 00:29:40.976
ninety seven dollars.

00:29:40.996 --> 00:29:41.516
So they're not.

00:29:42.156 --> 00:29:42.336
Yeah.

00:29:42.356 --> 00:29:42.737
But like,

00:29:43.317 --> 00:29:44.478
how often do they come back to you?

00:29:44.518 --> 00:29:45.378
Do they do other things?

00:29:45.459 --> 00:29:46.400
Are you offering them other things?

00:29:46.420 --> 00:29:46.559
Like,

00:29:46.579 --> 00:29:47.961
what's the lifetime value of a customer?

00:29:48.020 --> 00:29:49.142
They're like, I don't know.

00:29:49.761 --> 00:29:52.323
like don't you want more customers that

00:29:52.502 --> 00:29:54.364
like are more valuable instead of just

00:29:54.443 --> 00:29:56.483
more customers that are not that valuable

00:29:56.503 --> 00:29:58.305
for you because they don't understand the

00:29:58.345 --> 00:30:00.705
cost of customer acquisition so they just

00:30:00.726 --> 00:30:03.807
think get more customers in but at a

00:30:04.186 --> 00:30:06.446
most pts clinics are between a five and

00:30:06.467 --> 00:30:10.088
ten percent margin so you have almost no

00:30:10.128 --> 00:30:12.628
room to acquire the customer but imagine

00:30:12.689 --> 00:30:14.049
if like that margin was

00:30:15.173 --> 00:30:18.517
even twenty percent would be a huge value

00:30:18.557 --> 00:30:19.198
for it there.

00:30:19.357 --> 00:30:22.921
So I think the biggest thing is like

00:30:22.941 --> 00:30:26.284
just focusing on getting more is the

00:30:26.364 --> 00:30:26.785
issue.

00:30:28.405 --> 00:30:30.428
I think people need to specialize and

00:30:30.448 --> 00:30:31.128
niche down.

00:30:31.648 --> 00:30:33.191
I think they need to stand out.

00:30:33.691 --> 00:30:37.515
I think like this isn't a direct response

00:30:37.535 --> 00:30:38.015
to your question,

00:30:38.035 --> 00:30:39.737
but I think we're in trouble with AI

00:30:39.757 --> 00:30:39.916
that

00:30:40.257 --> 00:30:42.138
people are going to get a good enough

00:30:42.239 --> 00:30:44.901
answer for how to treat my achilles uh

00:30:45.141 --> 00:30:48.103
online here and if we're not providing

00:30:48.182 --> 00:30:50.305
something that's extremely more valuable

00:30:51.204 --> 00:30:53.807
people are just going to search for that

00:30:53.866 --> 00:30:55.969
and self-manage because why are they yeah

00:30:57.638 --> 00:31:00.383
Good enough, right?

00:31:00.962 --> 00:31:02.505
Unless you are remarkable or what you

00:31:02.525 --> 00:31:04.607
provide feels that way.

00:31:04.667 --> 00:31:06.250
Hey, listen, I could... I mean,

00:31:06.269 --> 00:31:07.010
this is years ago.

00:31:08.192 --> 00:31:10.555
I had books on triathlon training.

00:31:10.635 --> 00:31:11.477
I had those things.

00:31:11.517 --> 00:31:12.958
I bought them because they felt good.

00:31:13.479 --> 00:31:14.140
Yeah.

00:31:14.220 --> 00:31:15.481
And then I hired a coach.

00:31:16.929 --> 00:31:19.009
And then I had a better experience.

00:31:19.671 --> 00:31:21.211
But the book was thirty dollars and the

00:31:21.231 --> 00:31:22.012
coach wasn't.

00:31:22.393 --> 00:31:23.534
And I don't even remember what I what

00:31:23.574 --> 00:31:24.233
he charged me.

00:31:24.814 --> 00:31:26.935
But I felt I got this is that

00:31:26.976 --> 00:31:27.936
this is the money ball.

00:31:27.957 --> 00:31:28.076
Right.

00:31:28.376 --> 00:31:31.138
I felt I got more than I paid.

00:31:31.179 --> 00:31:33.140
I just want to make just make sure

00:31:33.160 --> 00:31:34.020
that's the math.

00:31:34.471 --> 00:31:34.830
Yes.

00:31:35.451 --> 00:31:35.672
Yep.

00:31:36.011 --> 00:31:38.452
So there's the value equation that we talk

00:31:38.472 --> 00:31:40.594
about in the webinar series about how to

00:31:40.673 --> 00:31:43.555
balance the equation now so that the value

00:31:43.575 --> 00:31:45.756
is perceived to be significantly higher

00:31:45.776 --> 00:31:46.536
than the cost.

00:31:46.796 --> 00:31:47.135
Bingo.

00:31:47.175 --> 00:31:47.856
When you do that,

00:31:47.957 --> 00:31:49.017
there's no need to sell.

00:31:49.616 --> 00:31:50.837
You just say, here's what you get.

00:31:51.519 --> 00:31:51.578
Oh,

00:31:51.679 --> 00:31:53.121
I cheat all the time when I talk

00:31:53.141 --> 00:31:53.461
to people.

00:31:53.520 --> 00:31:53.701
I go, hey,

00:31:53.862 --> 00:31:56.625
how many people in here have Amazon Prime?

00:31:56.664 --> 00:31:57.865
And of course, everybody in the room,

00:31:58.006 --> 00:31:58.626
it's cheap.

00:31:58.946 --> 00:32:01.210
And I go, I can't remember,

00:32:01.750 --> 00:32:02.510
what's it cost?

00:32:02.711 --> 00:32:04.053
And you get a bunch of people looking

00:32:04.093 --> 00:32:04.874
around the room.

00:32:05.034 --> 00:32:07.277
Oh, I think it's, hang on a second.

00:32:07.537 --> 00:32:11.060
You have a recurring debit from a company-

00:32:11.721 --> 00:32:15.346
And you are not sure what it costs.

00:32:15.807 --> 00:32:17.189
And then I tell them why,

00:32:17.209 --> 00:32:18.490
which is exactly what you said.

00:32:18.790 --> 00:32:21.294
It's because Amazon looks at value and

00:32:21.334 --> 00:32:22.675
cost like a seesaw.

00:32:23.317 --> 00:32:25.420
And a lot of us, myself included,

00:32:26.039 --> 00:32:27.741
used to focus just on the price.

00:32:28.282 --> 00:32:28.623
Yes.

00:32:28.702 --> 00:32:29.743
And Amazon said,

00:32:30.223 --> 00:32:31.644
I'm going to lose there because then

00:32:31.664 --> 00:32:32.945
that's what we call the race for the

00:32:32.965 --> 00:32:33.306
bottom.

00:32:33.365 --> 00:32:34.767
Then if we're focused on price,

00:32:35.126 --> 00:32:36.307
I want to be a better price.

00:32:36.448 --> 00:32:38.669
My price is lower than I need more.

00:32:38.828 --> 00:32:39.910
And that's a race to the bottom.

00:32:40.490 --> 00:32:42.791
Amazon and good brands focus on the other

00:32:42.832 --> 00:32:44.272
side, which is value.

00:32:44.553 --> 00:32:44.893
So, hey,

00:32:45.113 --> 00:32:47.335
you give us money and we give you

00:32:47.355 --> 00:32:47.474
value.

00:32:48.461 --> 00:32:49.281
Two-day free shipping,

00:32:49.541 --> 00:32:52.763
hassle-free returns, Amazon video,

00:32:52.864 --> 00:32:53.743
and this, and this.

00:32:53.804 --> 00:32:55.644
And they just keep saying, and, and, and,

00:32:56.005 --> 00:32:57.825
until your brain doesn't even know it's

00:32:57.845 --> 00:32:59.066
doing this math, and it just goes,

00:32:59.766 --> 00:33:00.726
got it.

00:33:00.746 --> 00:33:02.007
I don't even care what you think it's

00:33:02.027 --> 00:33:03.487
going to cost or what you're telling me.

00:33:03.967 --> 00:33:04.508
I already know.

00:33:04.768 --> 00:33:06.647
You're going to take that membership out

00:33:06.667 --> 00:33:08.469
of my cold, dead hands.

00:33:08.828 --> 00:33:10.849
Stop focusing on the wrong side of the

00:33:10.869 --> 00:33:11.670
seesaw.

00:33:11.789 --> 00:33:12.630
Yeah.

00:33:12.710 --> 00:33:15.490
Almost nobody is doing a cost-benefit

00:33:15.530 --> 00:33:17.031
analysis of their Prime membership.

00:33:17.930 --> 00:33:18.451
Correct.

00:33:18.810 --> 00:33:19.152
Correct.

00:33:19.172 --> 00:33:20.554
They're doing it in their brain without

00:33:20.594 --> 00:33:21.434
thinking about it.

00:33:22.455 --> 00:33:23.637
It's not there.

00:33:23.657 --> 00:33:24.057
It's here.

00:33:24.077 --> 00:33:24.838
It's in their gut.

00:33:25.059 --> 00:33:28.483
People buy on emotions more so than they

00:33:28.523 --> 00:33:30.125
buy on hard facts.

00:33:30.145 --> 00:33:32.148
So let's stop trying to put it hard

00:33:32.169 --> 00:33:34.011
facts and commoditizing what we do.

00:33:34.567 --> 00:33:34.728
Well,

00:33:34.807 --> 00:33:36.029
you can get me on a soapbox because

00:33:36.049 --> 00:33:37.932
this is also when you're trying to make

00:33:37.972 --> 00:33:38.713
health decisions.

00:33:38.753 --> 00:33:40.296
If you statistic, statistic,

00:33:40.336 --> 00:33:42.278
statistic me to death, my brain turns off.

00:33:42.298 --> 00:33:42.960
Yeah.

00:33:43.059 --> 00:33:46.045
People make decisions to buy or do things

00:33:46.244 --> 00:33:49.088
or marry people based on emotions.

00:33:49.549 --> 00:33:50.351
And then...

00:33:51.132 --> 00:33:53.913
We create a logical backstory for

00:33:53.993 --> 00:33:55.134
ourselves and others,

00:33:55.375 --> 00:33:57.096
but it is not the other way around.

00:33:57.257 --> 00:33:58.136
It is not logic.

00:33:58.297 --> 00:33:59.298
We are big, dumb animals.

00:33:59.538 --> 00:34:00.878
It is not logic and emotion.

00:34:00.939 --> 00:34:02.820
It's emotion and animal, and that's okay.

00:34:03.161 --> 00:34:03.922
It's not going to change.

00:34:04.281 --> 00:34:05.742
Recognize it and embrace it.

00:34:07.203 --> 00:34:08.224
And that is understanding how your

00:34:08.304 --> 00:34:09.284
audience communicates.

00:34:09.545 --> 00:34:10.085
Emotion.

00:34:10.365 --> 00:34:12.027
Talk about emotions.

00:34:12.068 --> 00:34:12.447
Yes.

00:34:14.275 --> 00:34:15.735
All right.

00:34:16.356 --> 00:34:18.657
Here's the last question before we do a

00:34:18.717 --> 00:34:19.217
parting shot.

00:34:19.659 --> 00:34:23.280
You're stuck in an elevator with a second

00:34:23.300 --> 00:34:24.322
year PT student.

00:34:24.461 --> 00:34:25.902
So they're halfway through.

00:34:25.922 --> 00:34:27.123
We'll say they're halfway through PT

00:34:27.143 --> 00:34:27.384
school.

00:34:27.403 --> 00:34:28.105
Stuck in an elevator.

00:34:28.385 --> 00:34:29.746
You got sixty seconds.

00:34:31.047 --> 00:34:32.987
What do they need to understand about

00:34:33.208 --> 00:34:36.070
business before they graduate?

00:34:36.090 --> 00:34:37.391
So you know that they're a second year

00:34:37.431 --> 00:34:39.452
student and I'll give you a softball on

00:34:39.472 --> 00:34:39.773
this one.

00:34:39.913 --> 00:34:41.074
They want to treat runners too.

00:34:41.134 --> 00:34:42.815
So they're like, it's like Doug's jam.

00:34:45.039 --> 00:34:45.699
Yeah.

00:34:45.739 --> 00:34:46.041
You know,

00:34:46.081 --> 00:34:48.081
this was in our like prep and I

00:34:48.181 --> 00:34:49.862
wrote something good down and I'm drawing

00:34:49.902 --> 00:34:52.204
a blank on what it was like.

00:34:52.304 --> 00:34:52.905
Oh, I like that.

00:34:52.925 --> 00:34:54.304
I'm going to remember that for that.

00:34:54.806 --> 00:34:55.766
And first of all,

00:34:55.806 --> 00:34:57.947
I think I'll half answer for you.

00:34:58.188 --> 00:34:58.427
First,

00:34:58.568 --> 00:35:01.650
understand it is a business like you have

00:35:01.670 --> 00:35:02.989
to understand you need to operate like a

00:35:03.050 --> 00:35:05.271
business or it's going to run you.

00:35:05.351 --> 00:35:06.731
So you either run the business or the

00:35:06.793 --> 00:35:07.532
business runs you.

00:35:07.552 --> 00:35:09.574
And trust me, you don't want that.

00:35:09.614 --> 00:35:10.934
You don't want the business running you.

00:35:11.630 --> 00:35:12.710
I think I would throw,

00:35:12.931 --> 00:35:14.411
instead of giving them advice,

00:35:15.152 --> 00:35:16.974
I would go to them and say,

00:35:17.635 --> 00:35:18.576
why should they see you?

00:35:20.898 --> 00:35:21.117
Say,

00:35:21.498 --> 00:35:23.199
if you can't tell me why they should

00:35:23.239 --> 00:35:23.780
see you,

00:35:24.701 --> 00:35:26.481
then you're never going to be able to

00:35:26.521 --> 00:35:27.302
do what you want to do.

00:35:27.884 --> 00:35:28.983
You need to be able to tell me

00:35:29.003 --> 00:35:31.567
in one to two sentences why they're going

00:35:31.606 --> 00:35:32.047
to see you.

00:35:33.168 --> 00:35:34.489
And if you do that,

00:35:34.909 --> 00:35:36.570
you're not going to have what you want

00:35:36.590 --> 00:35:36.771
there.

00:35:37.188 --> 00:35:38.849
If you can't tell me why I should

00:35:38.869 --> 00:35:39.349
see you,

00:35:39.829 --> 00:35:42.351
are we shocked when people don't pick you

00:35:42.692 --> 00:35:43.293
around?

00:35:44.253 --> 00:35:44.434
You know,

00:35:44.494 --> 00:35:46.074
I call it the sea of sameness.

00:35:46.594 --> 00:35:47.996
You look at websites and you look at

00:35:48.036 --> 00:35:48.516
branding.

00:35:48.536 --> 00:35:48.956
You're like, well,

00:35:48.976 --> 00:35:51.079
this feels safe because it sounds like

00:35:51.119 --> 00:35:51.840
everybody else.

00:35:51.880 --> 00:35:52.960
Well, everybody else is doing it.

00:35:53.240 --> 00:35:55.001
So I'll blend in my man.

00:35:55.521 --> 00:35:56.402
Twenty twenty six.

00:35:56.523 --> 00:35:57.623
Can't afford to blend in.

00:35:57.664 --> 00:35:58.164
You can't.

00:35:58.364 --> 00:35:59.085
You can't do it.

00:35:59.105 --> 00:35:59.224
Yeah.

00:35:59.425 --> 00:36:01.586
You got to stand out.

00:36:01.606 --> 00:36:01.786
All right.

00:36:01.806 --> 00:36:02.487
Parting shot.

00:36:03.188 --> 00:36:03.568
Everything.

00:36:04.329 --> 00:36:05.230
Every time we do an episode,

00:36:05.250 --> 00:36:05.831
we do a parting shot.

00:36:05.851 --> 00:36:06.150
Here it is.

00:36:07.983 --> 00:36:09.126
This is The Parting Shot.

00:36:09.666 --> 00:36:11.068
One last mic drop moment.

00:36:11.728 --> 00:36:12.550
No pressure.

00:36:12.989 --> 00:36:15.092
Just your legacy on the line.

00:36:16.362 --> 00:36:18.284
uh parting shot brought to you by empower

00:36:18.385 --> 00:36:20.425
emr built by pts who were tired of

00:36:21.086 --> 00:36:23.449
slow documentation clunky workflows learn

00:36:23.469 --> 00:36:25.690
more at empoweremr.com they'll give you

00:36:25.710 --> 00:36:27.251
the full demo sharif will take good care

00:36:27.271 --> 00:36:28.672
of you over there uh plus our friend

00:36:28.713 --> 00:36:31.976
sarah health uh the remote care platform

00:36:32.096 --> 00:36:33.818
helping clinics increase revenue without

00:36:33.838 --> 00:36:36.219
adding staff sarah automates daily patient

00:36:36.239 --> 00:36:37.440
check-ins via text

00:36:38.378 --> 00:36:38.958
Do the math on that.

00:36:38.978 --> 00:36:39.679
That means no app.

00:36:39.920 --> 00:36:40.900
That means I don't have to remember one

00:36:40.940 --> 00:36:41.561
more password.

00:36:41.661 --> 00:36:41.981
Great.

00:36:42.041 --> 00:36:42.722
It's just texts.

00:36:44.342 --> 00:36:46.585
Just better outcomes and reimbursable RTM

00:36:46.744 --> 00:36:47.664
between visits.

00:36:47.985 --> 00:36:49.967
Visit them at sarahhealth.com.

00:36:50.007 --> 00:36:52.989
It's S-A-R-A health.com.

00:36:53.289 --> 00:36:53.969
All right.

00:36:54.530 --> 00:36:55.530
You've been on the show before,

00:36:55.570 --> 00:36:56.451
so you've done Parting Shot.

00:36:56.710 --> 00:36:58.913
Do you want a wide open Parting Shot,

00:36:58.932 --> 00:36:59.652
or do you want me to give you

00:36:59.672 --> 00:37:00.233
a question,

00:37:00.273 --> 00:37:01.514
like a batting practice question?

00:37:02.574 --> 00:37:03.175
Go wide open.

00:37:03.195 --> 00:37:04.096
Let's go big.

00:37:04.135 --> 00:37:04.356
All right.

00:37:04.396 --> 00:37:04.737
Go with it.

00:37:04.797 --> 00:37:05.617
Parting Shot, what do you got?

00:37:09.672 --> 00:37:09.813
Wait,

00:37:09.833 --> 00:37:11.153
this is where I ask you a question,

00:37:11.193 --> 00:37:11.414
right?

00:37:11.514 --> 00:37:12.155
No, no, no.

00:37:12.434 --> 00:37:13.416
I'll ask you one.

00:37:13.695 --> 00:37:14.076
Here it is.

00:37:14.175 --> 00:37:16.338
If a clinic owner is listening right now,

00:37:16.438 --> 00:37:18.139
is busy, tired,

00:37:18.239 --> 00:37:19.960
wondering why revenue isn't matching the

00:37:20.041 --> 00:37:21.402
effort, because that's what we see,

00:37:21.782 --> 00:37:23.083
I'm busy.

00:37:23.123 --> 00:37:24.503
But how come these things aren't changed?

00:37:24.543 --> 00:37:25.364
Busy feels good.

00:37:25.764 --> 00:37:28.487
What's the first uncomfortable decision

00:37:28.887 --> 00:37:30.867
they need to make this month if they're

00:37:30.887 --> 00:37:33.050
just caught on the hamster wheel?

00:37:33.150 --> 00:37:34.311
What patience to fire.

00:37:37.949 --> 00:37:39.371
These are the ones that I need to

00:37:39.391 --> 00:37:39.931
get rid of.

00:37:40.512 --> 00:37:42.757
These ones are not helping me get to

00:37:42.797 --> 00:37:43.297
my goal.

00:37:43.699 --> 00:37:45.621
I need to eliminate them so that I

00:37:45.641 --> 00:37:47.744
can add the people that value what I

00:37:47.784 --> 00:37:47.885
do.

00:37:49.076 --> 00:37:50.536
It's counterintuitive,

00:37:51.358 --> 00:37:52.759
but I need you to lean into that

00:37:53.318 --> 00:37:55.139
uncomfortable question and answer,

00:37:55.481 --> 00:37:57.262
but which patients to fire.

00:37:57.842 --> 00:37:59.422
It's also good for the patient.

00:37:59.543 --> 00:38:02.065
If you're not like, look, it's your,

00:38:02.284 --> 00:38:03.465
it's sort of your duty, right?

00:38:03.525 --> 00:38:05.186
Like I'm not the best for you.

00:38:05.206 --> 00:38:05.887
You're not the best for me.

00:38:05.907 --> 00:38:06.628
This isn't a good fit.

00:38:07.248 --> 00:38:08.369
We're not going to work together.

00:38:08.389 --> 00:38:09.610
All right.

00:38:09.630 --> 00:38:10.391
Part one in a,

00:38:10.550 --> 00:38:11.632
in a four part series,

00:38:12.032 --> 00:38:16.135
run dna.com and click on webinars and just

00:38:16.175 --> 00:38:17.195
sign up for all four.

00:38:17.255 --> 00:38:17.396
Right.

00:38:17.416 --> 00:38:17.536
I mean,

00:38:17.576 --> 00:38:18.376
you're not going to want to miss any

00:38:18.396 --> 00:38:18.597
of these.

00:38:19.132 --> 00:38:21.715
Yeah, I think in the webinar we have,

00:38:21.896 --> 00:38:22.056
yeah,

00:38:22.076 --> 00:38:23.436
we have the link for all four of

00:38:23.458 --> 00:38:23.938
them there.

00:38:25.259 --> 00:38:25.440
Yeah,

00:38:25.599 --> 00:38:26.860
this is what we roll out with our

00:38:26.900 --> 00:38:29.202
customers on a much quicker scale,

00:38:29.242 --> 00:38:31.025
but we're like giving a little peek behind

00:38:31.045 --> 00:38:31.485
the curtain there.

00:38:32.230 --> 00:38:34.010
This is not on the syllabus,

00:38:34.210 --> 00:38:35.152
which is exactly.

00:38:35.211 --> 00:38:35.791
And listen, hey,

00:38:36.273 --> 00:38:37.813
if you want to be a staff clinician,

00:38:37.954 --> 00:38:38.454
that's good.

00:38:38.474 --> 00:38:39.474
Yeah.

00:38:39.554 --> 00:38:41.295
If you're even thinking about a business

00:38:41.356 --> 00:38:43.597
or you're in business and business owners

00:38:43.637 --> 00:38:45.237
are like this, I've noticed this anyway.

00:38:45.498 --> 00:38:46.858
They'll read a book about business.

00:38:46.878 --> 00:38:47.418
They'll listen to it.

00:38:47.438 --> 00:38:48.460
But like, they're just like, OK, what?

00:38:48.760 --> 00:38:50.001
Knowing that I'm going to listen for forty

00:38:50.021 --> 00:38:50.961
five minutes, I'm going to pick up three.

00:38:51.222 --> 00:38:51.521
Got it.

00:38:51.601 --> 00:38:51.862
Got it.

00:38:51.902 --> 00:38:52.121
Got it.

00:38:52.141 --> 00:38:52.282
Got it.

00:38:52.302 --> 00:38:54.023
The little thing about Chip and Dan Heath.

00:38:54.063 --> 00:38:54.324
Got it.

00:38:54.344 --> 00:38:54.543
Got it.

00:38:54.583 --> 00:38:55.264
How do I apply?

00:38:55.784 --> 00:38:56.885
This is going to be one for you.

00:38:57.465 --> 00:38:58.405
Doug, love to see it.

00:38:58.826 --> 00:39:00.126
And I'll be tuning in.

00:39:00.186 --> 00:39:00.947
I'll be in the audience.

00:39:01.545 --> 00:39:01.905
Awesome.

00:39:02.284 --> 00:39:03.445
Jimmy, thank you as always.

00:39:03.525 --> 00:39:04.346
Always a pleasure.

00:39:04.425 --> 00:39:05.266
Great conversation.

00:39:05.306 --> 00:39:06.146
Appreciate you having me on.

00:39:06.166 --> 00:39:06.927
All right, man.

00:39:06.947 --> 00:39:08.306
See you this week.

00:39:08.706 --> 00:39:09.807
That's it for this one.

00:39:10.047 --> 00:39:11.708
We're just getting warmed up.

00:39:12.208 --> 00:39:13.068
Smash follow,

00:39:13.128 --> 00:39:14.969
send it to a friend or crank up

00:39:15.009 --> 00:39:15.989
the next episode.

00:39:16.510 --> 00:39:17.550
Want to go deeper?

00:39:17.889 --> 00:39:21.931
Hit us at pgpiecast.com or find us on

00:39:21.972 --> 00:39:24.512
YouTube and socials at pgpiecast.

00:39:24.932 --> 00:39:27.213
And legally, none of this was advice.

00:39:27.273 --> 00:39:28.893
It's for entertainment purposes only.

00:39:30.682 --> 00:39:31.324
See, Keith?

00:39:31.483 --> 00:39:32.565
We read the script.

00:39:32.826 --> 00:39:33.487
Happy now?