Important tips when selling cash based physical therapy
1.Establish yourself as the expert and the best.
This is done by your website content, your local reputation, your testimonials, and your WOM. If you have a DPT, use it an introduce yourself as Dr. ________. In the publics eyes, would you rather been seen by a doctorate or a master’s degree. If you have your OCS or SCS, post a lot with being a board certified specialist. Your reputation will conitnue to spread WOM marketing as the expert and the best. Hang your degree up, any awards, and public attrations that you may have. Follow the testimonial outline to also establish yourself as the best. Anything to set yourself apart from the norm.
2. It is impossible to learn when the person across from you is in knowing mode.
You cannot make every sale and sell everyone on your service. When someone is in “knowing mode” they really think they know everything, they know what is best, and very closed minded. These people won’t commit to treatment. This is an example of when you won’t complete the sale and a prospective patient does not commit to your treatment. Identify these people early in the process (like on the phone process) and avoid wasting time. Use my sales process to identify these patients fast and exclude them.
3. Selective hearing – When selling physical therapy to a prospective patient, say the patient’s numbers, their goals, the facts, their failed attempts, twice during the sale process!
- People don’t argue with their own data and information. So restate what they tell you.
- Listen to what the patient is saying when answering your questions from the Evaluation or Phone Process. Use this data and these facts back at the prospective patient when selling.
- They will not argue with what they said and already believe.
- for example:
- They tell you they went to 3 physicians, 3 PTs, 3 chiro and still have the same pain. highlight the failed attempts and that they missed the real cause of their pain.
- They have pain with ___________, ___________, and _____________. tell them this again at the end and make these your goals to return to __________, ____________, and ____________ pain free
- they said they have a vacation or a race in 3 weeks. highlight this and focus on reaching this goal
4. What is the persons commitment level? Using this question in the middle of the conversation if the conversation is not going anywhere and the prospective patient is hesitant. This technique is called pattern interrupt. This is done when the prospective patient is very hesitant, question whether to do it or not, going off of what the physician said……etc. You interrupt their though process and just plain and simple ask the commitment question. Use this question when selling:
How committed are you on a 0-10 scale to resolve your pain?
10 – 100% fully committed
0 – not committed
- If not a 10, state: Is there anything that I can do to you a 10/10 and 100% committed to get out of pain now? Or this person may not be the best fit for your services and just refer out.
- If a 10 – complete the sale and get started
- If they answer anything except a 10, then it shows that they are not fully committed. You can state: “If you are not 100% committed, then you may not benefit from my program or treatment approach and you may benefit from more of a standard health care approach.”
- Or say, “I want to be honest, I don’t want to waste your time and money, but those who don’t answer a 10 usually don’t get a good result with my programs, and you may be best in a standard care setting”
4. Ask the right questions, and do less talking. LISTEN!
You should not being doing most of the talking during the sale. If you are talking too much, your are not asking the right questions. Ask the right questions and let the prospective patient do the work. You should be listening and then responding to their answers! All of the my questions are in the Phone and Evaluation process lectures
5. SELL THE OUTCOME!
Not you, your education, not your treatment, not your special training, and not what you do. It is not about you. Its all about the patient. Sell the outcome that they are looking for!
6. Focus on TONE of your voice and BODY LANGUAGE
- Be caring. “I would love the opportunity to help you…” Give them time to ask questions and show that you really care about them
- Be honest and sincere – “I want to be honest so I do not waste your time and money, but…”
- Use good tone when speaking to them
- Use good body language! Never look down to a patient. Stay at eye level. Try to avoid crossing your arms.
- create an empathetic statement.
Empathy – care about the customer .
- I understand your pain, I am sorry you are frustrated with …..
- We help so many people with this problem
- I used to struggle with hip pain/LBP, but then I discovered ______, now I don’t struggle with ______
BONUS! Sales are made when you bring out emotion. Emotion drives action. Unfortunately we are not taught this in school, but we need to learn how to sell our service. If you can bring out some sort of pain, love, fear, and other emotions, you will have a much better conversion rate when selling.
BONUS 2! Here is a great elevator speech. As you start to network or reach out to others, you will probably be asked “What do you do?” or you will have to stand up and give a 10 second speech about what you do. This is what I used but feel free to adjust it as needed.
“Hi my name is Dr. Ron Miller and I am the Owner of Pursuit Physical Therapy. We designed a treatment approach that solves the root cause of people pain and we get our patients better, faster, in fewer visits than standard healthcare.”