Ultimate Guide To Attracting MORE Top-Drawer Patients To Your Physiotherapy Clinic

 

get more patients

 

What if I said you could attract ONLY the highest quality patients to your practice, you know, the ones who listen to you every word, turn up to every appointment and are ready and willing to pay 10 times more than what you’re currently charging, you’d be interested, right?

 

You’d be a special kind of stupid if you said no.

 

The thing is as well, you don’t have to have years of experience under your belt, or have to be a marketing or copywriting expert either.

 

So, kick back, take 3 minutes of your time out the day, and find out how you can nail all of this in as little as a couple of weeks (providing you do the work that is).

 

Targeting: Get Sniper Focused on Your “Ideal Customers”

 

A couple of years ago I was sitting with a friend of mine, Ben, having coffee. It was supposed to be a nice little catch-up, considering I hadn’t seen him for almost a year prior to this. But, as with most of these “catch ups” we eventually got onto the subject of business.

 

Ben leaned in and said, “So Joe, I’ve started manufacturing my own supplement range and I’m rolling it out to my networks in the next couple of days. Do you have any tips or advice on how to sell as many as possible?”

 

First thought – Fuck me I just wanted coffee and a chat.

 

Second thought – Have you actually manufactured or are you white-labeling?

 

Third thought – Do you have a platform and customer profile written out?

 

I went with three and asked him about who he was selling to and how. He comes back, “well I want to sell to people who want to lose weight” (it was a low carb protein powder).

 

“Okay that’s great,” I said, “but how are you going to stick out from the rest of the supplement brands out there selling weight loss products?”

 

(blank stare)

 

Now the point here as I went on to explain to Ben, was that you have to be clear in your mind before you do ANYTHING else, on exactly WHO you’re planning to help. If he’d gone out promoting and shouting about his products to people who want to lose weight, his message would’ve fallen on deaf ears, why? Because there’s so much shit out there already.

 

I don’t mean what their “goals” are. I don’t even just mean what they’re purchasing preferences are, or gender, or other weak aspects of profiling. I’m talking about creating your patient avatar, and no I don’t mean those gangly blue aliens from that mildly popular film either.

 

 

Creating your avatar

 

A customer avatar in its essence is the personal profile of your “ideal patient”. This, as you will see shortly, contains pretty much everything about them, including personal traits, their job, how much they earn, how much sugar they put in their coffee in the mornings. I mean literally as much detail as possible.

This process will almost seem creepily stalkerish, but knowing who you’re selling to like the back of your hand is crucial if you’re gonna sell to people who actually care about what it is your offering.

 

Luckily, I’ve made it very easy for you to drill into your audience and find those lucky people you’re going to bless with your services and the life-changing outcome it provides.

 

Let’s get stuck in. I’ve included this as kind of a template within the book, so I’d suggest you fill in the avatar sheet before you move on to the next section.

 

Avatar Template

Think about your ideal customer

 

Name? _________________________________  Age? ______

Married? _____  Children? ______

Lives where? ____________________________

School Attended? ________________________

Job Title? _______________________________

Profession? _______________________________

Household Income? _____________________

Hair color? ______ Eyes? ____Weight? _______

 

Now, flesh out the personal details. This will help you better understand your customer prospects and dramatically improve your marketing efforts:

 

How many years in current position? ______

Current salary? __________________________

How many jobs held during course of career? ______________________________________

Political views? __________________________

Religious views? _________________________

Personal interests? ______________________

Hobbies? _______________________________

 

Let’s go even deeper now. Think about a typical day in the life of your ideal customer prospect.

 

Favorite brands? _________________________________________________

 

Favorite Web sites? _________________________________________________

 

Source for breaking news? _________________________________________________

 

Source for industry or business news? _______________________________________________

Uses Twitter? (yes/no) ______ Facebook? ______ LinkedIn? ______ Other? _____________

Personal goals: __________________________________ _________________________________________________

 

Business goals: __________________________________________________________________________________________________

 

Family goals: __________________________________________________________________________________________________

 

 

Once you’ve got your ideal patient avatar nailed, you need to know how to position yourself in your market, so you come across as the top authority in the eyes of your patients, and be able to charge the sorts of fees other physios will only dream about.

 

Positioning and pricing are key to all of this. And while they are not the same thing it’s hard to talk about one without talking about the other, since they are so closely related.

 

Because if you’re selling at premium prices, then that is a premier positioning strategy in and of itself; moreover, if you have your positioning down pat, then people expect you to be charging premium prices.

You know it’s true, and you have to look no further than your local Rolls Royce dealer to see it’s true. No one expects a discount on a Rolls… and no one thinks a Rolls is anything less than quality, even if they’re not to your personal taste.

 

So, with premier positioning and premium pricing, one begets the other, which is marvellous news for us as entrepreneurs.

 

And the best thing of all is… it’s all so very easy. The biggest and most easily corrected mistake people

 

make is failing to realise two things: first, you don’t need anyone’s permission to adopt premier positioning; and secondly, you don’t need anyone’s permission to start charging higher prices, either.

The common wisdom tells us we start a business, work hard in the field of our choice for a depressingly long time, measured in years if not decades, and then at some point mysteriously and magically you’re going to ascend to Expert Status, most likely after a sprinkling of Expert-Fairy dust, grudgingly wafted your way by the incumbent experts in your chosen field.

 

Not so long ago, I was consulting with a client in my office and I asked her about her pricing. Her fees were probably half what they should be. “OK”, I said, “don’t tell me how you got that figure – let me read your mind”.

So I put my fingers to my temples, closed my eyes and concentrated for a moment, then said “you looked at the range of fees charged by your competitors and picked somewhere in the middle”. “Close”, she admitted sheepishly, “I actually picked a price nearer the bottom”.

 

And it turned out she was going to do the whole tedious and laborious routine of climbing that big ole Expert Mountain before charging more. Now, think now how you set your own fees or prices. My guess is you’ve done something similar. Don’t be shy about admitting it. Personally, I think that attitude sucks and it makes for a seriously crap business and life.

 

 

Oh yes, I freely admit I did it myself… at least, until I figured out I didn’t have to! I’ve done the whole “competitive pricing” thing, with one eye firmly fixed on my competitors, in the mistaken belief it actually bloody matters what they get up to.

But not for a long time; and never, ever again. Best of all… you don’t have to, either. Not now, not ever.

Might be hard for you to grok that right now, but it’s true, nevertheless. You will, I hope, come to understand this by the time you’ve finished this guide. I won’t pretend it’s always going to be easy and there will be times it seems far easier just to relax and go with the flow. In my experience, though, those are the times when it’s even more important to keep a “stiff upper lip”, straighten your back and soldier on.

 

It’s worth it, I promise.

 

Premier Positioning

 

What exactly do we mean when we talk about“positioning”?

 

Well, in a nutshell we can say it’s how we orientate ourselves, our image, our behaviour and the messages we give out so the world sees us in a particular way.

 

And in our case, as business owners, we want to be perceived as high-end expert vendors of our services.

 

That’s what I call Premier Positioning.

 

It’s about becoming the biggest fish in your pond, no matter how large or small that pond is, and it breaks down into three areas:

 

Self-Positioning. How you see yourself. Sounds very New-Age and woo-woo, but I can’t help that. More in a moment.

 

Market Positioning. How your target market sees you. This includes your pricing, which is the next section.

 

Competitor Positioning. How your competitors see you. I think this one is pretty much irrelevant and I don’t propose to say much more about it. Do you care what the guy down the road thinks of your marketing? No. Not unless you’re a numpty.

 

 

Top, Middle and Bottom

In any industry or niche there’s going to be a range of providers, from the low-end and in-betweeners to the high-end, with there being many more of the former than of the latter.

 

We all know this, but it’s something we never really think about; worse than that we seem to assume the upper reaches of the scale are beyond us, or, at best, something we can aspire to only in time.

 

And it’s not true.

 

Premier Positioning is essentially the art of leapfrogging the crowd and taking yourself right to the top of your industry without the bother and inconvenience of passing through the intermediate stages. I predicate this on one thing, of course: that you can and do actually deliver the goods.

 

I’m not one for passing moral judgment on others and how you run your business is a matter for your own conscience. But if you’re going to set yourself up as an expert and charge premium prices for your services, then unless you do deliver the goods you are quickly going to fall flat on your face. Remember this is about long-term income, not short-term rip-offs.

 

 

Self Positioning… an Unavoidable Slice of Personal Philosophy and Self Help

 

 

I really wanted to avoid writing about personal development and stuff, not because I don’t think it’s necessary and useful — it is, and I’ll probably end up doing an entire Newsletter devoted to it at some point in the future — but because there’s so much crap out there and it’s too easy to come over as happy-clappy.

 

But I think it is unavoidable. So I promise I’ll keep it as brief as I can.

 

The point is…

 

Premier Positioning Is an Inside Job

 

In other words, if you don’t have your self-positioning sorted out first, then the rest is going to be very, very tough for you.

 

Why?

 

Because, to use a well-overused phrase, it means taking yourself well outside your comfort zone.

 

And in short, in this case, it means if you want others to look upon you as the Big Cheese, you’ve got to look upon yourself as the Big Cheese, first.

 

Luckily, it’s OK to fake it till you make it, so long as you deliver on your promises, and this approach does have merit because as science has shown us over and over again, our physiology not only reflects our neurology, but also our neurology reflects our physiology.

 

In other words, act confident and you’ll start to feel confident; act like a Big Cheese and you’ll start to feel like a Big Cheese.

 

I’m going to share something with you now which at first glance might seem irrelevant. It’s not. I’ll call it the Ultimate Coping Strategy for now.

 

There are loads of things in life we don’t like, and some of these cause us real problems. I have a dear friend and client who has a real problem with relationships. She dives headlong into the most unsuitable ones she can possibly find, spends months, sometimes years, deeply unhappy…

 

…and then is distraught when they implode, along with the rest of her life.

 

Lather, rinse, repeat.

 

Now, I did some one-on-one work with her and pointed out there are three things we can do in cases like this:

 

Avoid them. Fine in theory, not always possible in practice. She doesn’t even want to avoid them and do without emotional and physical intimacy.

 

Change. Which is always harder than it seems, and I’m not convinced permanent change is even possible for everyone. It requires eternal vigilance, just like freedom and my six-pack.

 

Accept them. I suggested she save £10, £20, £50 a week, whatever, in a “disaster fund”, cognizant of the fact the relationship will end and she will feel like shit… and when that happens the money will pay for a week in a swish hotel where she can get drunk and enjoy the self-pity. This is the Ultimate Coping Strategy, the “fuck it” strategy.

 

Another friend of mine was in a bad car accident. She wasn’t hurt but it was pretty traumatic. She said to me, “I can’t stop crying when I think about what happened”. I said, “So stop trying”.

 

And the moment she stopped trying to force herself to feel a certain way, and simply accepted how she did feel, the whole thing got a lot easier.

 

My point with all this is… you don’t have to change. If you find Premier Positioning uncomfortable then you don’t have to fight yourself and re-engineer your psyche to make it comfortable.

 

You can just accept it’s hard and create your own UCS. Apart from anything else, the moment you stop resisting it, it’ll lose a lot of its power over you.

 

In other words, just give these things a try, watch the numbers, and bugger what friends, family, colleagues and anyone who isn’t a customer or a client says about it.

 

 

Market Positioning… How to Become King of the Hill

 

The actions you have to take are simple and they don’t cost you anything. But it’s not always easy to take them, as I intimated above. So here’s a plan for you.

 

I’m not saying it’s the only plan; I’m not saying it’s even the best plan. But it’s a plan that worked for me, it’s worked for others, and I’m confident it’ll work for you, too. You don’t have to follow it slavishly, and feel free to take out what doesn’t suit you.

 

The point is, it’s a framework you can start with to create your own business philosophy to put you at the top of your profession.

 

Step 1: Choose

 

No matter what business you’re in, someone is going to be top dog.

 

Someone is going to have the highest fees or prices.

Someone is going to be on the TV, on the radio and in the newspapers.

Someone is going to be the “go to” guy or gal.

 

Someone is going to live in the “ivory tower” and be spoken of in hushed and reverent tones by their competitors.

 

Question: why should that someone not be you?

 

But here’s a curious thing. You’ll find, most likely, after a while of behaving this way, even if you don’t feel it, it becomes natural. In other words, you’ve effected a long-term change without really trying too hard to make it happen.

Because if it’s not you, then it’ll be someone else. And the biggest obstacle standing between you and that exalted status is the decision to claim it for yourself. I know, that sounds terribly success-guru like, but it’s true.

 

I’m not aware of a single business in the free world where fees are set by law so there is nothing to stop you asking top-whack right now.

 

Moreover, it’s not like hacking off a limb or jumping out of an aeroplane without a parachute. If you try something with a dozen potential clients and it doesn’t work, then you can try something else.

 

In any case, the risk is so low it’s almost zero. There will be a small and sometimes vocal minority of people who won’t like what you’re doing, but so long as you stay within the law and the rules of any professional body you have to belong to, then let them bleat.

It’s almost like a law of nature: once you get to the top, there are an awful lot of people with “advice” and “opinions” out there. You’ll see this in particular on forums, but they’ll probably email you, too.

 

I still get people, even other aspiring copywriters working for peanuts, telling me “you might do better if you softened your tone”. I don’t care.

 

These people have no clue about me, my business, premier positioning, premium pricing or anything else, come to that; and that’s why my fees are an order of magnitude more than theirs, and why they’re reading my stuff rather than the other way round.

 

So, you want to be top dog? Then make the choice and then…

 

Step 2: Set Your Boundaries

 

First…

 

Create a set of rules for yourself. It sounds very square in these times to talk about “values” because you either sound like a religious fruitcake or a politician with an agenda to control people’s lives, but they’re important.

 

This is key. It doesn’t take long to build up a set of rules to make many, many areas of your life start to run themselves practically on autopilot.

 

I was talking with a client some time ago about this and suggested they write a “rule book” for all their staff, a set of values everyone bought into and everyone has to stick to.

 

I suggest you do it for yourself and your own business, too.

 

This doesn’t have to be onerous and the rewards are immeasurable.

 

For example, I said, “have a minimum fee below which you won’t take on a job, no matter what”. By doing this, they save themselves a lot of time hemming and hawing over “borderline” cases.

 

In fact, if you ever find yourself wondering if a certain rule applies… you already know it does. The longer and harder you wonder, the surer of this you can be.

 

Stick to the rule and it works.

 

Sure, you’ll occasionally miss a good opportunity, but you’ll massively offset this with all the crap you manage to avoid getting into.

 

One of my own rules, for instance, aside from a minimum fee, is I won’t meet people in a business context unless they’re paying me. Simple.

 

Lunch? Fine.

 

Drinks in the bar? Even better.

 

Kinky sex in a hotel room? Best of all (as long as she’s really hot and asks me very nicely).

 

But meetings to “talk over proposals” and stuff?

 

No.

 

You want to get into that level of attention, and you’re my client.

 

If you’re my client, it means you’re paying me. Another rule is clients don’t just call me on the phone whenever they have a brainfart. If we need to speak we set a time. When we’ve set the time, that’s when it happens. If you’re more than a few minutes late, we re-schedule.

 

Even my accountant doesn’t just call me without an appointment. Anyone can do this. Even if your business needs the phone to be answered, who says you have to be the one to answer it?

Limiting access to yourself is a fabulous strategy for premier positioning. People love to jump through hoops, so when they do get to speak to you or get on your client list, they feel they’ve achieved something.

 

Cultivate Integrity. Integrity is one of the most important characteristics of anyone who seeks to be successful. Mark my words… if you don’t have integrity, eventually it will come back and bite you in the arse.

 

And it’s having integrity which leads people to have a sense of deservedness as opposed to a sense of entitlement.

 

Deservedness is the sense of expectation of getting a just reward for your labours and your efforts. I believe I deserve to do well. I believe I’ve earned it. I expect it and I’m almost never disappointed.

It suits me well and it serves me right. I’ve worked hard on myself and I work hard for my clients. I don’t get it right every time, and when I don’t I do my best to fix it.

 

Entitlement, on the other hand, is a dirty thing. It’s what the unemployed single mother feels because she’s perhaps made poor choices in life and sees other people getting ahead.

It’s the sense you get from men with families living in small, crappy assisted housing wanting to move to better places because they feel entitled to it, “hey, I’ve got kids! Think of my children!”.

 

It’s the feeling they get when they see what others have and thinking somehow some of it “belongs” to them… or at least should do.

 

Unfortunately, this sense of entitlement is rife in our society. It’s the sentiment behind the entire “redistribution of wealth” movement. But enough of that.

 

How do you cultivate a sense of deservedness and leave entitlement behind? By working on your integrity and by sticking to your rules.

 

Once you start practicing integrity —­ saying what you’re going to do and then doing it — it opens up all the doors you could ever want opened.

 

It’s amazing the difference it makes to your entire life. So many things require no further thought because you’re living according to a framework of rules you already have in your life. Just remember the old Buddhist saying, “All things in moderation, including moderation itself”. Meaning, be ready to re-evaluate your rules periodically.

 

Let me give you an example… I’d never work with or for a client who sold, say, cigarettes. I don’t have anything against smoking, I’d never in any way seek to stop people smoking in any quantities they desired, but it’s not my cup of tea.

 

All the evidence demonstrates to my satisfaction it’s addictive, unhealthy and often a killer. I don’t want anything to do with marketing something so destructive, so I wouldn’t do it. End of.

So if I was ever approached by someone to do work for this kind of operation, I don’t have to stop and think about it.

 

I don’t have to weigh up the fees, see if I can slot it into my schedule, bat it back and forth in my own head trying

 

to convince myself it’s “OK”, and maybe this time I can make an exception.

 

Because I’ve already decided: I don’t do tobacco.

 

And Integrity takes care of the rest.

 

Give it a whirl.

 

You’ll like it, and your market will respond to it like crazy.

 

For best results, the values you create should come from inside. They should be yours and not be imposed from the outside by society, religion or any other outside agency.

 

Why?

 

Because if they’re yours you own them. They mean something to you. You’ll stick to them because you truly believe in them.

 

I’m honest because I feel it’s right for me, not because people tell me so or it’s written in some holy book somewhere.

 

So it’s easy for me to be honest. I have integrity for the same reasons.

 

Finally, you don’t need a huge pile of these rules, and you can add to them or take away from them as you go.

 

But I think it’s essential you do have them… and then make sure everyone knows about them, and there’s no question in anyone’s mind about you sticking to them.

 

Step 3: Just Do it

 

We get our newly-minted King of the Hillness out there in two ways.

 

First, we begin communicating our values in everything we say and do. It’s not just in our message… it is our message.

 

And secondly, we have to make sure people find out about us in a way that befits our Regal status. There are many ways to do this, but by far the easiest and best is free PR. Good old-fashioned publicity (and as you’ll see if you read O’Leary’s biography, there really is no such thing as bad publicity).

 

Let’s look at them in turn.

 

Communicating Your Message. This is the easiest thing in the world. Once you stop shaking and crying for your mummy. Because it’s scary when you first begin doing it since it’s been drummed into you since day one other people’s opinions matter. And they don’t. They really don’t.

 

In terms of your practice, the only people whose opinions matter are the opinions of the people giving you money. If you send an email and 40 people unsubscribe, but you sell two 5000 groat rehab programmes, why would you care about the 40 whiners?

 

Yes, some of them might eventually have become buyers or clients. But would you want their business?

 

Remember 80/20: 80% of your hassles and headaches are going to come from 20% of your list. Good news: you just got rid of a bunch of them.

 

I mentioned something called polarisation in an email a few days ago, and it’s something you don’t usually hear about.

 

Occasionally you’ll see I send a particularly acerbic email to my list with an invitation for people to unsubscribe if they don’t like it.

 

Why?

 

After all sending email is free, so why would anyone want to go out of their way to get rid of people? It’s not like you have to put up with their carping, because you can use email block lists and filters.

 

So what’s going on?

 

Polarisation, that’s what’s going on.

 

See, for every strong and unpopular opinion you express you’ll get the Marmite Reaction: your readers will love it… or they’ll hate it..

 

Some of the ones who hate it will quietly unsubscribe; some email and tell you they’ve unsubscribed4.; some email and tell you they are going to unsubscribe if you don’t mend your ways5.; and some email and complain… but end up being your most responsive buyers.

 

But for every person you push away from you, you pull another towards you.

More than that, everyone who gets an email saying, in effect, “If you don’t like the way I do things around here, go away”, and yet chooses to stay, is reinforcing the commitment they’ve made in their own minds6.. So getting your message out there is as simple as writing to your values.

 

Again, this will polarise people. Some people — maybe most of them — won’t share your values.

 

In my own case, I’m an atheist, and I swear a lot, and I know a good many people who really don’t like that.

 

As if I care about that — because enough people either have no strong feelings about it, or think along the same lines, to provide me with a very good living in return for the service I render.

 

Similarly, while many people don’t appreciate my lack of Political Correctness, enough people do appreciate it.

 

The bottom line is, if you stand for something you’re going to attract a certain type of person. But if you stand for nothing, then the chances are you’ll attract no one of any particular consequence and end up with a lackluster business with a commensurate income.

 

You cannot be all things to all men and women. If you try, you’ll just end up not being anything to anyone.

Finally, I’m not saying you have to copy me and have the same values, talk the same and act obnoxious.

 

Be yourself.

 

Be authentic and you’re likely to enjoy the same kind of experience I’ve had, but in your own niche and according to your own rules.

 

 

Premium Pricing

 

 

In today’s troubled economy, it seems everyone is scratching to make a living. It seems like no one is buying, and everyone wants the best deal.

 

“Money’s tight”, you’ll hear them say as they check out the prices on your services, and with a wistful look they’ll be off down the street to buy from your competitors.

 

Or will they?

 

Well… the sad truth is, yes. They probably will.

 

And do you know why?

 

Because you’ve become commoditized. It’s because your services are indistinguishable from the products and services of your competitors.

 

It’s a sad and unpalatable truth, yet a truth nevertheless: if you’ve allowed yourself to become commoditized it means you have at best just two things to compete on.

 

Location.

 

Price.

 

And neither of these is anything but a disaster in the making. And it’s a disaster of your own making and one you can easily avoid.

 

First, location. Yes, a good location is better than a bad one, most of the time. The downside is you usually pay more for it, and with your marketing done right… it’s no big advantage.

 

Ultimately, location is not what makes or breaks any business. Think about your own experiences… when is the only time you ever went into any kind of shop just because it was in the right place. I suspect it’s going to be only those times when you’ve wanted something that was a commodity, something you wanted where you could get the identical product somewhere else.

 

A pint of milk, a box of sticking plasters, aspirin, cigarettes… all of these are commodities. Just think for a few minutes and I expect you can think of a dozen times you just “dropped in” to buy something you could have bought anywhere.

 

And now think of your favourite restaurant or butcher or any place, in fact, where you prefer to go for whatever it is.

 

Honestly now, did your favourite restaurant become your favourite restaurant just because of where it is?

 

I suspect not.

 

In fact, I’ll hazard a guess the only time you choose a restaurant because of it’s location is when you’re on a trip and a handy McDonald’s comes over the horizon just in time to stop the kids complaining!

 

Any business owner who thinks location is the only reason for their not getting the sales they want is sadly mistaken.

 

So what about the second thing you think you have to compete on, price?

 

Price is a strange and sensitive subject among all business owners, and it’s one so often misunderstood.

 

In a moment, I’ll share with you some very powerful insights about pricing, although first, I just want to invite you to consider looking at price cuts and discounts in a rather unique way.

 

If you’re like most practice owners, you have a marketing budget, and the purpose of the marketing budget is to invest in relationships with prospects and patients. Think about it: that’s exactly what marketing is — investing in relationships.

 

So when you cut price in an effort to bring in more patients, what you’re actually doing is spending your marketing budget.

 

And instead of spending it on bringing in more relationships, you’re actually buying yourself a huge amount of trouble.

 

The Uncomfortable Truth About Your Prices

 

How often have you heard people say this “I had to cut my prices! The competition made me do it!”?

 

More important: how many times have you said it yourself? The truth, unpleasant though it may be, is that no-one makes you do it, in the same way as no one makes you angry or happy or sad or hungry.

 

It’s always from within.

 

Quite simply: price cuts are a self-inflicted wound. Full stop. Unfortunately, as you will see below, like any wound, a price-cut can be fatal.

 

So how does this wound happen? And why? What kicks off the whole process? How dangerous is it? And what can we do about it?

 

I’m not sure what the roots of it are but it’s endemic in our society. We are constantly bombarded with countless marketing messages from a tiresome procession of “discount stores”.

 

There are the cheap supermarkets, the discount DIY shops, discount clothing stores… the list is practically endless.

 

Yet the shocking truth — and it truly is shocking — is there is no historical evidence to suggest these discount stores have a long-term future.

 

Many try, all ultimately fail.

 

You may say “what about places like Wal-Mart, Asda, B&Q and all those other firms?”. What about them?

 

If you have deep enough pockets you can sustain a haemorrhage of cash for a long time… but history is littered with the bones of heavy discounters.

 

Look at the number of airlines that went to the wall in the US after deregulation.

 

Look at Ansett in Australia, Freddy Laker, EOS and others in the UK.

 

Why do you think Tesco now have a Finest range?

 

Who Buys on Price?

 

It’s a common misconception to think people buy on price. It’s so rare, it almost never happens. People will tell you they buy on price alone and they even believe it.

 

But they almost never do. And nor do you.

 

And I can prove it very simply: do you wear the very cheapest clothes you could possibly have bought?

Do you have the cheapest food in your cupboards at home?

Did you have the cheapest wedding you could scrape together?

Do you take the cheapest option with your kids at Christmas and birthdays?

 

No.

 

Now, it does happen occasionally. There are some people who will buy in price only. Maybe one in a few million.

 

And there are times when we all buy the cheapest because it’s the cheapest. If I want cheap paper for my printed “roughs” in my office, I’ll buy the cheapest I can get… yet even then I won’t cross the street to save a few cents: I’ll buy the cheapest I have available at the instant I want it.

 

Furthermore, there are times when buying on price is mandated by law (as, I believe, in the case of the tendering laws enforced upon us by the European Parliament). But even then, businesses routinely get round it by drafting the tender invitations in such as way that only the preferred supplier actually meets the requirements and so is the lowest price by default.

 

Creating A High-Ticket Offer

 

I admit, the term “high ticket” might sound a bit salesy and not very becoming of a professional clinic, but this is the way you’re going to serve your patients at a much higher level, gain higher levels of patient compliance, and get paid far more for your services.

 

It also means you’re no longer commoditising your services, because as you’ll see in a moment you should be earning this money with the least amount of effort required on your part, bear with me okay?

 

The first thing to realise is that you’re not getting paid by the hour, or at least you shouldn’t be.

You’re being paid to ensure your patients resolve their burning problem, with as little pain, hassle, stress and time consumption as possible. The moment you see yourself as being paid for the time you put into helping someone with their rehab, you become a commodity.

 

When I was selling my services as an hourly rate, there were a number of different issues with this, but I’d say the overriding problem was I could only do so many sessions in a day.

The same goes for your therapists if you’ve got a team. They only have so many appointment slots available, and you’re minimising the ROI of hiring that person to work in your business.

 

You could also be selling people short in many cases, simply because some of your prospective patients won’t be ready to do everything you say and comply with what you’re asking them to do when it comes to their self-rehabilitation.

 

When you charge premium prices and position yourself effectively, this is very rarely an issue, and if it becomes an issue, it can almost always be traced back to a bonehead moment you had allowing that person to do business with you.

 

In addition to solving your patients’ problems as easily and quickly as possible, it should take the least amount of time on your part. As I mentioned above you’re not getting paid by the hour, so you shouldn’t feel guilty about charging premium prices for doing less work. You’re still providing a solution to a problem and doing so incredibly well.

 

But you’re also freeing up more time to improve the business and enjoy some of that time for yourself. When you look at it from a patient perspective, you’re also allowing more time to be spent with those people who NEED your help. They’ve paid a premium price, they’re committed, and because of that they’re the highest quality of patient you can serve.

 

I often see therapists offering so many treatments for a fixed price, as if they feel they have to do this to commensurate the value of their service. As I’ve said already and I’ll probably repeat this constantly: people are paying for an outcome your service provides, not the actual service itself.

 

A great example to illustrate my point here is when you take your car to get fixed. You’re paying the mechanic to find out what’s wrong and then fix it for you, you’re not paying him for the time he takes to do it.

 

You wouldn’t walk in and complain that he did the job too quickly would you?

 

You’d say, “thank you for your help”, give him the money and leave thinking, “that guy was quick and efficient, I think I’ll use him in future”. Admittedly this is a buyer who prefers to buy on quality, rather than price. These are the only people you want in your business; price buyers are nothing but a royal pain the backside.

 

Conclusion

 

So there you have it, the ultimate guide to attracting amazing patients, getting them far better results, and earning more in the process.

 

I know this is a lot to take in, but as with any worthwhile endeavor, it takes time and effort. None of this is easy, but it is pretty simple.

 

Having said that, if you’re committed to growing your physiotherapy practice and working ONLY with top-drawer, highly compliant patients, go ahead and register for the Free online seminar where I go into exquisite detail on all of the above, and much more!

You can do that using the box below.

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