3 Sales Secrets to more Cash Patients

[00:00:05] Welcome to The Aaron LeBauer Show. This is the number one show for passionate physical therapy and healthcare entrepreneurs looking to level up their income and impact on the world. If that's you, then you're in the right place. So

[00:00:18] sit back, chill out, and let's get into the show. Hey it's Aaron. Today what I want to do is talk about the three sales secrets to signing even more cash paying patients. If you're watching this on YouTube, please hit the like, subscribe,

[00:00:37] and click the notification bell. My name is Dr. Aaron LeBauer. I'm a physical therapist. I'm a cash practice owner. I've owned a cash practice, a physical therapy cash practice since January 2009. I started my first cash business which

[00:00:51] was a massage therapy business in 1999. I've started cash like a massage business in San Francisco in 99, in San Luis Obispo in 2003, in Greensboro in 2005, and then went back to PT school and started my physical therapy cash

[00:01:07] practice in 2009. So we graduated in December and I started in January. I've never worked for another person as a physical therapist, like treating patients, and since that time I've helped launch, personally launched thousands of physical therapy cash practices. So many so that people have been in business for

[00:01:27] a decade that I've helped them start their businesses. They're out there helping other people start businesses. They're helping other people learn more about physical therapy, their body, creating online courses, etc. It's really

[00:01:41] crazy to look back and think that I had any hand in any of that stuff. And I think it's not that I have like this special secret sauce, although you

[00:01:52] know I'd like to think I do. We all like to think I do. It's that you know I think the big thing was I came from another industry, saw some things that were missing in PT, started sharing wins and lessons and encouraging people, and

[00:02:04] through trial and error in my own clinic across the street, and people I know we've perfected a system for launching and scaling you know six figure, multi six-figure, and million dollar cash practices. So today what I

[00:02:19] want to do is talk to you about really the three secrets to signing more cash patients. And it's not about the marketing, and it's about your a little bit about your mindset and around money and sales, but there's a simple process

[00:02:32] we'll go through and I'm gonna draw some things out for you as well. Most people think to get more new patients is the answer. Like my bank isn't doing right, and I'm even going like oh my banks not growing I need to get more

[00:02:45] clients. Yes that's like a thing you got to put I was on a call yesterday in my coaching group like well how many leads are you getting per month maybe we just need more leads. And at a certain point there is a place to get more new leads.

[00:02:57] And as people are starting their businesses and growing and scaling especially coming from a healing profession like physical therapy occupational therapy, massage therapy, chiropractic etc. where health care should be a right but it really it's a privilege and why should people pay me a

[00:03:14] lot of money for health care when they should it should be covered like that's really that's kind of how we're trained in our expectation with health insurance. We all feel that actually selling and charging high prices is the wrong thing

[00:03:26] to do. If you've ever felt that that it's wrong to charge more it's scary to charge more people aren't gonna like you or they're gonna you know leave you can comment me below I'd love to know I mean I know it happens to everybody whether

[00:03:41] you admit it or not. We can talk about that and we put all our Platinum Mastermind members through this extensive I wouldn't call it a mindset program it's just like we have to retrain you on how to think about money

[00:03:50] and sales and what you're worth. So yes you do need more new patients coming in the door to grow and scale your business absolutely but if there was something getting started or when you're starting in our program and you're doing

[00:04:02] well something we need to really go fix it's the sales and enrollment process because your marketing is only as good as your your sales process like you can go out and pay for a ton of Facebook ads but if you can't convert the leads that

[00:04:15] you get into sales like you're wasting your money and this is one of the big problems with the agencies coming around and going hey I can doctor can I bring you 50 leads this month I don't know I'm somehow I'm on the chiropractic list

[00:04:28] I'm on the gym list I'm all these are the lists for people like hey doctor can we bring 50 people to you for decompression this month and I'm like I'm not a chiropractor like I'm not a gym owner you have to have a sales process

[00:04:42] so any of my coaching or consulting clients who've gone out to run ads or agencies and they're like oh we can bring you lists and bring you leads I'm like you the big thing you need to do is not just bring someone leads you need to

[00:04:53] help them enroll these people into cash paying programs so if you're losing sales to like insurance like the insurance objection I need to use my insurance or it's expensive or I need to ask my wife or my husband I need to ask

[00:05:09] my partner spouse you're not going to grow your business like you want and you're not going to earn the money that you think you should or that you deserve so you know that's a those are these common objections right and if we we're

[00:05:24] losing sales and we just go pile marketing on we pile in Facebook ads and social media stories it's only gonna make that problem worse you're just gonna hear it more and doesn't do anything to fix the problem it's kind of like

[00:05:34] patient come in and saying you know I've got knee pain and we just rub a bunch of like icy hot on it and do some ultrasound like we're not actually fixing the problem we're just rubbing lotion and sound waves on the area that hurts

[00:05:49] when as physical therapists we know if we take you through a comprehensive evaluation I'm gonna figure out it's either a dorsiflexion problem a hip stability problem or maybe you maybe you do have some arthritis I don't know like

[00:06:03] but you know what arthritis gets better with movement anyways and if I can get you more comfortable moving like I can help people run jog play lacrosse run a marathon hike a you know a 10 mile uphill hike with knee or hip arthritis

[00:06:20] like I've done it hundreds of times with my patients but it's because what we did in our clinic was start to address the root cause of the problem not just the symptom okay making sense so far so the real problem is you were never taught

[00:06:35] business and even sales in PT school because PT school didn't teach you to run a business it teaches you to be a competent physical therapist and not like kill your patients right everyone thinks that new grads shouldn't start a

[00:06:50] cash practice and blah blah blah but yet the stretch zone these guys haven't been to have just been to a weekend certification course can stretch people with all kinds of problems and yet as physical therapists we're telling our new

[00:07:01] grads who are doctors that you shouldn't start a business because you don't know how to treat patients like that's a little horse whooey I'm gonna keep the language in check today this is exactly why we teach all of our platinum

[00:07:13] mastermind coaching members this exact sales formula I'm going to share with you today and we work together to level up their money mindset and set bigger goals and understand you know why this is important like we've just got a few

[00:07:28] minutes today I'm not gonna spend a couple hours with you right now it's just a couple minutes and the time we have I'm gonna give you the best thing I got I'm gonna give you everything I can in the next few minutes and show you

[00:07:36] like this 30,000 foot view of the sales process and at the end if you'd like some more help to install these systems in your business I'm going to show you where to go get some help so like in our training program one of the first

[00:07:51] things that I do with all our member all our members is we put them through and a course that I create it's called ethical influence and majority of the course is me really showing you and helping you understanding really I mean convincing

[00:08:02] you that charging higher prices is is your ethical obligation because we can go around charging $75 even 150 in places like $150 in New York City isn't gonna cut it $75 in Greensboro isn't gonna cut it like you can't grow

[00:08:18] and scale a business that big and people come to me all the time saying oh I can't afford coaching or I can't afford to invest my business I can't afford it but they're charging so little that the numbers that they're calculating

[00:08:29] what they can afford are so small because they're not charging the right prices they're not in playing the right game they're not in major leagues they're in like little league you know hitting trying to hit a small ball with a little

[00:08:41] bat or I don't know that's not the right analogy um but this sales formula it works it feels ethical when it's done right you know it's all about asking for permission okay and what I want you to understand is that if you know that

[00:08:59] physical therapy or occupational therapy or whatever therapy massage therapy and massage therapist contact me this morning for help on Instagram you know whatever your therapy is it's not about the therapy it's about the results you

[00:09:12] help people get but if you know that you can help you can truly help people make a significant change in your life it's your ethical obligation to learn sales and install this system into your business okay so to sign more new cash

[00:09:26] paying patients there's three things you need and you need to build a bulletproof enrollment system so there's three things you need so let me just show you you just kind of draw like a little thing here so if we're gonna do

[00:09:40] sales and these are ethical sales right we want to feel ethical there's three things you need you need you need to learn the enrollment equation okay the enrollment equation is it's a formula and sales script that I teach so that

[00:10:08] when you're really pitching the sale or pitching your offer or really letting someone know exactly what they need to do like what your recommendation is we're anchoring what they truly want to the cost not your time or therapy to the

[00:10:25] cost so it's hard to explain but value is is perceived and if we just say yes you know $250 per hour people like oh my god like $250 an hour I can get this for a copay down the street but if we say Mrs. Jones the based on what you've

[00:10:45] shared with me our return to you know our back-to-the-box program is just $1,500 or just $1,800 or even just $3,000 and it's designed to help you get back to the gym run faster longer and stronger so you can get home with a

[00:11:01] clear head and feel like a good role model for your daughter without worrying about injuring your back again and needing to stop CrossFit like the surgeon told you how does that sound they go great and they're agreeing to the goals

[00:11:14] that they want and then from there it's like we're anchoring the price to the goals in their agreement to their goals and then they're not concerned with how much it is per visit and comparing that to the copay down the street they're

[00:11:29] thinking oh like if you can help me climb the two-story walk up and sit on the ground with my grandkids and that's only gonna cost me 1,500 bucks or 2,500 bucks because I haven't been able to do that in six months to a year like that's

[00:11:43] absolutely worth it so that's the enrollment equation before we do the enrollment equation what we really need to have is we need to install an application funnel an application funnel is basically a survey a questionnaire

[00:12:02] that people fill out before you get on the phone to talk to them and what it does it's not just the survey there's a there's a follow-up email to it there's a landing page to it basically what it does is people go out of their way to

[00:12:18] give you information ahead of time which starts to buy them into the process then we move them from and we do this in our coaching business and in their clinic where you apply to join us really like you like so for the platinum

[00:12:32] mastermind there's an application you apply to join us then we get on a call with you and we talk about your obstacles struggles goals dreams and if we're a good fit to work together in the clinic there's a and it was called not

[00:12:45] called an application form but it's a total body diagnostic request a total body diagnostic or asked to speak to a therapist and it's the same thing it's an app it's like a form ask some questions about what happened you know

[00:12:58] when did it happen where does it hurt what would they like to be doing instead you know how you know how they find out about us when's a good time for a call back and a few other questions these are kind of qualifying questions they give

[00:13:08] us this information we get an email so then we can then follow up with people and they get an email letting them know that we got their requests so that if they sent this in on Saturday night they know we're not going to call him back

[00:13:20] till Monday and there's this follow-up email process to this so that you get in we do a phone call we go from a phone call to an in-person visit and then at that in-person visit that's when the enrollment equation comes through okay

[00:13:34] so that's the application phone is something we put on the websites and is something that we can actually really set up the bones for you we just have to install it in your business it's not as hard like I've got a whole template that

[00:13:46] I can just give you we put you on our software and it's up on your website and boom voila it's there but you need an application funnel we need that follow-up email and we need to have like you and your staff and or your staff

[00:14:02] trained on the scripts for making the phone calls and and booking the appointments etc okay but then before that what we need is we need to build an irresistible offer there's three things for sales for ethical sales is we need

[00:14:17] to have an irresistible offer an irresistible offer there's multiple offers that you need to make you know like I need to make you some kind of offer to watch this video right the headline and needs to be good enough the

[00:14:31] first minute your 30 seconds 10 seconds of video needs to be good enough the subject line needs to be good enough the link on the website needs to be good the yours so there's multiple irresistible offers but there's this pathway and what

[00:14:46] we do is that we have a specific training on doing this and we'll build multiple offers and it looks something like you know it's the offer to the offering process to create a workshop at the local yoga studio and then there's

[00:15:00] the offer to move people from the work to get people to the workshop but really get people from the workshop into your clinic and then from that that visit in the clinic into a plan of care but really the irresistible offer can be your

[00:15:16] lead magnet it can be your workshop but it just to get to the workshop then we have to have an offer so what we typically do will find someone who is an influencer in town like the business owner of the gym or you know someone who

[00:15:32] runs let's say you know we've got a client who has like a beauty counter group or maybe you have a doTERRA group and you invite them in and we teach a

[00:15:40] yoga class and we can do like a pain and injury you know Q&A one of the most effective things we've done lately is with like the fitness franchises is do injury assessments where people sign up and we'll do a five-minute injury

[00:15:54] assessment we do that when we go to a marketing event or a fair like a run as well we do injury assessments and it's a five-minute conversation and then really the offer is it's built on asking permission and we'll make an offer to

[00:16:10] come into our clinic for a total body diagnostic for people that we think we can help who need we need to be able to really get our hands on them take them through a couple screens and tests and then and then so that moves them from

[00:16:22] the irresistible offer and then from there the application funnel they may not go fill out the application but we'll call them and fill that out while they're on the phone and then we'll move them into this total body

[00:16:33] diagnostic and put them into the enrollment into a plan of care so that's how it goes boop like that so let me see if I can put a little green arrow in here you know go like this okay oops that's the wrong direction like this

[00:16:50] okay we were going boom boom boom and those are the three steps there's a lot more details in there even when you even when you have these three steps here I'll show you one other another part of it but even when you have these three

[00:17:09] steps installed I'll show you where they belong in their overall roadmap you're never going to close a hundred percent like you can't help everybody it's just impossible it's really not it's not something you should expect

[00:17:24] you're never going to close a hundred percent of your sales okay so people are gonna say no who is it I was listening to NPR I think it's guy Ross does how I built this and he was interviewing Topé Ayoanda yeah guy Ross he's interviewing

[00:17:43] Topé Ayoanda he's the founder of Calendly Awa Tona Topé Awa Tona A-W-O-T-O-N-A he's a Nigerian entrepreneur he built Calendly I mean it's crushing it a billion dollar business before that he was going when he was in college he was working door-to-door as a salesman for

[00:18:07] ADP selling security alarm systems right can you imagine going door-to-door these days and trying to sell something people are like what are you doing coming to my door no one goes door-to-door anymore I mean I don't know

[00:18:22] when he I mean I'm sure this was like 15 years ago but still did you I went to college in the late 90s and you know people were going door-to-door but very few not like in the 80s but just imagine but he knew it was a numbers

[00:18:35] game that it was all about you know he just needed to knock on 100 doors a day you know one of our platinum mastermind members Michael Murphy sorry like all the things in my brain like Michael Murphy was really great at this he knew

[00:18:52] and he would just go out and get workshops booked and just crushed it went from like zero to 20k in a year you know doing doing this he moved to a brand new town he joined our mastermind and two months later opened his business

[00:19:06] and at the end of the year was doing 1820 K because he just knew that it was a numbers game you'd go and run workshops he had run injury assessments he was a connector he was networking he was moving people into his program who

[00:19:22] needed it and building his business we got Owen Johnson did 245 K his first year mainly from connecting with other gyms and business owners in northern north part of San Diego and they know it's like hard they're running workshops

[00:19:42] all the time but there but the marketing works the networking works because they both built this bulletproof sales system on the back end it's one of the very first things that we did in each of their businesses I've had dozens of

[00:19:55] other stories like it but if but just know like if you're closing 100% you might be sitting you're going up Aaron everyone says yes either you're not charging enough or you're not marketing hard enough and growing like you should

[00:20:09] so if you're closing 100% we either need to raise your rates and or put in even more robust marketing because what good what good is your therapy if you're not helping as many people as possible because if you know it works and it

[00:20:23] helps people truly then we need to go out and help even more people so once you put in the sales system you're gonna need to learn how to conquer sale the objections and eventually you'll get busy that you'll need to put in systems

[00:20:35] to hire another PT because a waiting list isn't doing anyone any good so let me show you one more thing where this kind of fits in this is our platinum mastermind roadmap that we give all our you know we take all our members through

[00:20:49] and I want you to see let's see I think this is it oops well yeah so this is what we just talked about right there so what we do a lot of time is look at you

[00:21:06] know there's this whole like how you launch your business setting up your EMR getting PT email engine and DPTpreneur going we've got some other these systems and scale strategies but we've got the marketing and the in the sales part

[00:21:21] pieces I'm just gonna choose a nice color purple so we need to know who we need it who we're targeting this is a dream 100 is a organic marketing strategy and we need to do more organic leads we need to run workshops and

[00:21:38] events but we can go do these all day long and we can spend a lot of time on the logistics over here but if we don't actually do have a good sales system

[00:21:49] it's gonna be really hard to make it up to this next level and hit hit 10k and go to six figures like you might be able to do six figures without this and if

[00:21:58] you are just imagine if we put this in your business how fast you'll move up the ladder here because we can I can take people in who are doing 70k and they have no sales system and we install a sales system and maybe you're doing

[00:22:11] enough volume that we only need to take you from an average of $85 collections a visit to a hundred and add a couple extra hundred thousand dollars to your business a year it's really powerful what this will do when done right and

[00:22:24] set up correctly so as you can see like so here's just a little thing what we do three times a year we meet and we'll choose one or two projects every three months to make your sit your business better and one or two projects every

[00:22:40] for the next three months to make more money and every three months we create a new game plan we create a customized game plan for each of our clients I also just show you on here I've got an online business roadmap as well I felt people

[00:22:55] go from zero to six thousand a month from three to twenty thousand a month make 40k in a week and scale their online business to 30k 40k 50k months and more so this is this a very similar roadmap we're going from the bottom

[00:23:15] right to the upper left if you're just getting started you need time to build an email list and online goodwill just know that it can be from here to here there's a lot of things to work on and even just these projects here for a

[00:23:34] clinic there's more than just one project in each of these there's lots of little things to do but there was just three things to work on it would be these that I showed you like I said once we get these in you'll need to really

[00:23:46] focus on how to conquer the objections and then what do we do when we get busy enough I've got it three or four clients right now who are starting to get waitlists in their cash practice they're running out of time because

[00:23:58] their practice is growing so quickly because of we fix the sales systems and some of them we haven't even done all the marketing and the sales system just built them up Matt Audio out in San Diego has a neuro

[00:24:12] practice and he's been he's been busy for the last you know six months he almost closed on his practice and then he joined the group and got so busy fixing some of these like sales systems and bottom line things I mean he's been

[00:24:27] in business for 10 years doing multiple six figures a year but now he needs to hire someone and the bottleneck has been finding the right candidates because because he was busy and he needs more time we got him time back with a VA and

[00:24:41] now he's got a couple interviews this week and then once he gets some time off now we're gonna go implement the marketing pieces which is incredible I've got other clients who just have a waitlist and it's because you know like

[00:24:54] finding the right person isn't always the easiest thing but we also want to hire slow fire fast and a waitlist isn't doing anyone any good because you can't see the patients so if we can build you up fast just imagine what that next

[00:25:07] level could be if you could be the person be the PT that goes out and hires amazing physical therapists or creates jobs for physical therapists don't feel burnt out after 18 months so we need to do the injections we need to do hiring

[00:25:22] because you're gonna grow so quickly and be like what do I do you know you want to go take two weeks off and you want to be able to generate income and revenue we need to either hire other people or build some kind of automated online

[00:25:35] course type of thing okay so to do that we've got a whole roadmap I'd love to help you create a specific game plan and figure out which piece of the puzzle that you really need to take your business to the next level and so we've got room

[00:25:48] to bring on just five more clients this summer or actually this month and I'd love to build a personalized game plan with you you and me together build it and install these vital sales processes in your business if you want to build a

[00:26:01] game plan together and get these processes installed in your business so you can grow and scale and help even more people just comment the word game plan below or maybe shoot me a DM with the word game plan I'll reach out to you

[00:26:13] ask you a few questions and we'll set up a free strategy and skill session for you so we can figure out where you are where you want to go brainstorm some ideas and see if we're a good fit to help you take your business to the next

[00:26:23] level thanks so much I'll see you on the next the next video be sure to comment below let me know if you want a game plan comment below game plan if you're like not now let me know what was most helpful for you about this training what

[00:26:36] you learned what your insights were and we'll go from there peace out hey what's up it's Aaron thanks so much for taking the time out of your day to listen to the show if you have an established PT business and you want to 10x your

[00:26:50] marketing time income impact and scale your business to multiple six or seven figures then I'd love to invite you to join me or someone on my team for a free strategy and skill session on this call will help you get clear on your goals

[00:27:02] identify the obstacles in your way uncover the hidden opportunities in your business and then we'll map out a three-step action plan so that you have more fun help even more people make even more money much quicker and you'll

[00:27:14] leave the session feeling clear confident and excited about taking your physical therapy business to the next level sound good if that's a yes just DM me the word call over on instagram at Aaron Labauer and I'll get back to you

[00:27:25] with all the details thanks so much and we'll see you next week on the show