Week one of “PT Business Growth School” kicked off this week, and just as I imagined, we had GREAT time with a number of breakthroughs.
It was high energy…
It was intense…
And there were a lot of breakthroughs…
If you joined in with us, you know exactly what I’m talking about.
But as I know some of you weren’t able to join the program this time, I wanted to keep you informed of what we’re learning.
So here’s a look behind the scenes of what happened in Module 1 of the class, and we share with you “10” of the most powerful highlights from week one of PT Business Growth School:
Key Takeaways
#1 USP – What It Is… And WHY You Need One
Your USP is THE most important thing you can get clear on.
IT’s impossible to grow a business without knowing yours.
What is a USP?…
It’s the thing that elevates you above the noise – helps you stand out from the competition.
It’s usually known as a “Unique Selling Proposition”, but I prefer:
Unique Serving Proposition.
Having a clearly defined USP makes you DIFFERENT, helps people make better decisions about coming to see you, and if you intertwine it in your clinics communication, it’s also one of the ways you can overcome co-pay and out of network cost objections from patients who are still a little hesitant.
Many Business Owners make this mistake in their clinic branding and Marketing strategy – they assume their clinics Marketing message should be all about THEMSELVES, it shouldn’t.
All of your brand and Marketing should be about your PATIENTS, and what’s in it for them, so the consumer can make a decision on you and what you do – in a heartbeat.
#2 A USP Is NOT A Slogan
The truth is slogans like “providing quality, effective care” and, “the results you want, the care you deserve” – don’t mean a thing to your patients. Yes they want great “results” and “care”… But don’t you think that’s what they expect?
The big guys like Apple and Pepsi can get away with this – BECAUSE THEY SPEND MILLIONS OF DOLLARS PER YEAR to make sure we remember it.
But as small clinic owners with small budgets, forget it!
Create a clear, easy to understand USP that resonates with your patients completely, and they won’t have to think about WHY they’re paying you this deductible or co-pay you’re asking for.
#3 Understand How You Are Really Serving Your Patients
We don’t do “PT”.
What we do is much more important than that.
What we do?
We help people live a life without painkillers, avoid surgery, and help people walk further for longer…
People will pay $50 to relieve their back pain…
…But they will pay $1000’s to get back their confidence to play golf every weekend, or play with their grandkids in the swing park again.
The problem with being a “Service” is that people don’t value the skill associated with the service – only the end result.
#4 Your Patients Have Three Problems
External, internal and philosophical.
Most PT’s talk to people about their external problems when what they should be doing to stand out, is talk to them about INTERNAL problems.
#5 The Most Important Point To Remember When Trying To “Sell Your Services”
As a general rule, we move AWAY from pain and loss – not towards health and happiness – which is why slogans that promise “reach the peak of health”, don’t resonate with many people or compel them to make decisions.
People have a hard time imagining how good it feels to be happy and healthy right now when they’re suffering. Move them AWAY from pain, and co-pay won’t be an issue.
#6 The Trump Effect
I’m not shocked by HOW Donald Trump has been successful in spite of everything that gets said about him.
What does he do so well?
He makes his message very simple and clear so that it’s blindingly obvious what he’s going to do for people.
If you say you’re a Physical Therapist, that’s not blindingly obvious.
Why? Because if you interviewed 1000 people and asked them, none of them would be able to give you a consistent, or accurate representation of what you could do – for them.
Ask a Trump supporter what he will do for them and the answer will be “He’ll build us a wall”.
What are your prospective patients saying about what you, and a PT does?
#7 Core Values – Why Do You Need Them?
Core values help you to create a company that runs and thrives without the owner.
They make hiring and firing easy, and patients LOVE coming to a place with a genuine focus on core values.
At the Paul Gough Physio Rooms, sticking to the core values we got clear on, coincided with explosive growth of the business that has never slowed since.
#8 Create An Experience Your Patients Won’t Forget
Having core values embedded in your business will help you create an experience you want your patients to feel consistently.
‘WOW’ them with world class customer service, and clinic growth will become a hundred times easier.
#9 Effortless Company Decisions
All of your company decisions can be made from your core values, and that lets you strip away any emotion surrounding difficult decisions that are associated with running a business.
They help you to focus clearly on creating a BETTER place for your patients, staff and YOU!
(And make the hiring and firing process, a breeze).
#10 Your Job Is To “Drive The Bus”
As a business owner, your job is to “drive the bus” and to do that successfully you need a clear destination, and clearly defined core values that govern the behaviour of the people on the bus.
(Your staff!)
This guarantees you a rockstar team – without the hassle and crap that comes with hiring that one “rock star” who you sometimes feel dependent upon and live in fear of losing.
It’s all about creating a culture with the right people that have your back when it comes to growing the business and serving your patients – and letting go of the ones who don’t, or won’t get on board with change.
Bus drivers NEVER try to stop people getting off – because there’s always someone else to pick up at the next stop!
Just keep driving!
Anyhow…
That’s it for Module 1…
The students are all getting on with their homework right now ahead of next week’s class where we’ll be joined by PT Industry superstar Jerry Durham!…
We’ll be going into depth on something I call the “New Patient Journey Experience” – refining every touch point that your patients experience with you, and showing the students how to consistently provide amazing experiences all across your business.
We’ll send you a re-cap of Module 2.
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If you’d like to get notified of when this class next becomes available – please click here and we’ll be sure to add you to the early priority list, next time.
OR, if you’re brand new to my Business Education Material:
- Violating Social Norms and Outdated Levels of Thinking - 22nd October 2020
- MORE from LESS: The Go To Strategy During A Financial Downturn (Like here in 2020) - 15th October 2020
- How To Confidently Sell Your Physical Therapy Services - 29th April 2020
- Telehealth: What Does The Future of PT Look Like? - 17th April 2020
- How To Get More Buy-In From Patients - 16th April 2020
- Telehealth: Have You Already Done It Without Realizing? - 16th April 2020
- Telehealth: What Is the Most Important Thing You Can Sell Right Now? - 15th April 2020
- Telehealth: Is A Marketing Funnel Needed Right Now? - 14th April 2020
- Telehealth: What Happens To Discovery Visits? - 13th April 2020
- Telehealth: How Will I Compete With “Big Box” Insurance Companies? - 10th April 2020
