Physical Therapy Sales Book: Common Objections To Physical Therapy

This is an excerpt from Chapter 8 of my Best Selling Sales Book for Physical Therapists, “To Sell Is Healthy – Get The Unshakeable Confidence To Sell Your Physical Therapy Services – At Twice The Price You Are Now” – Get the book here.

“My five-year-old son, Harry, tells me he can’t put his school clothes on because he doesn’t know where they are. That is his excuse. What it really means is that the lazy little sod doesn’t want to stop watching Power Rangers, get off the couch, and go to his bedroom to look for them. That’s what it really means.

When someone tells you that the reason they were late is because they were stuck in traffic, that is the excuse. What it really means is they didn’t leave the house with an appropriate amount of time factored in for excess traffic.

When someone tells you that they didn’t have time to read the book you told them about, that is the excuse. What it really means is they prioritized their time elsewhere; they likely valued Facebook and watching Netflix more than your suggested book.”

Continued on page 103…

Paul Gough’s Sales Book for Physical Therapists –
“To Sell Is Healthy” is OUT NOW!

To get your copy go here now: www.physicaltherapysalesbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to: www.physicaltherapysalesbook.com choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsalesbook when you get the book and share your selfie so I can reach out personally to say thank you!

===

Details of the Five Clinics, Five Cities, In Five Days, Book Signing Tour here: https://www.paulgough.com/tour

Subscribe to my YouTube Channel for Daily Videos: here

Check out Paul’s No.1 Best Selling Physical Therapy Business Books: www.paulgoughbooks.com

Sales Book For Physical Therapists: Price Is Not The Problem

This is an excerpt from Chapter 7 of my Best Selling Sales Book for Physical Therapists, “To Sell Is Healthy – Get The Unshakeable Confidence To Sell Your Physical Therapy Services – At Twice The Price You Are Now” – Get the book here.

“Telling someone what you charge is difficult. The words come out of your mouth and you hope and pray that they are fine with them. You tell them what you charge, and you sit and wait in a proverbial state of worry over whether or not they’ll find the fee acceptable. You hope that you haven’t offended them, and you wonder if they’re judging you for being
greedy for asking for such a high amount. At the same time, you hope that your price is just low enough to be accepted and yet not too high as to be rejected. Sound familiar? If it does, it’s how most clinic owners feel and think when they’re talking about price.

You would be forgiven for thinking that your patients think and feel the same way as you about the amount you charge—but the reality is they don’t.

It’s very likely that the only person concerned with the price is you.”

Continued on page 95…

Paul Gough’s Sales Book for Physical Therapists –
“To Sell Is Healthy” is OUT NOW!

To get your copy go here now: www.physicaltherapysalesbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to: www.physicaltherapysalesbook.com choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsalesbook when you get the book and share your selfie so I can reach out personally to say thank you!

===

Details of the Five Clinics, Five Cities, In Five Days, Book Signing Tour here: https://www.paulgough.com/tour

Subscribe to my YouTube Channel for Daily Videos: here

Check out Paul’s No.1 Best Selling Physical Therapy Business Books: www.paulgoughbooks.com

Sales Book For Physical Therapists: Why Patients Really Say “No”

This is an excerpt from Chapter 6 of my Best Selling Sales Book for Physical Therapists, “To Sell Is Healthy – Get The Unshakeable Confidence To Sell Your Physical Therapy Services – At Twice The Price You Are Now” – Get the book here.

“Broadly speaking, there’s only ever one reason that people say “no” to hiring you and that is a lack of trust. This lack of trust causes patients to feel like the investment they need to make with you is a risky one and so they’ll tell you it’s something like money or time.

It’s nearly always thoughts that create feelings, and once a feeling of doubt is created (because of a lack of trust), what they’ll do next is tell you something like you’re too expensive or money is the issue. They do that to protect themselves from an impending bad decision.

But it is rarely about the actual availability of money; it is almost always how comfortable they are spending it. If you don’t believe me, just look at how much debt people are in right now. They feel so comfortable spending it that they’re willing to borrow it to get whatever it is they want.

My point? Money isn’t the underlying issue. They can get their
hands on it if they want to. Most actually have it to spend, they just choose to spend it elsewhere. If they’re not willing to spend money with you like they are other people, it’s because they don’t feel comfortable doing so. There’s distrust that is getting in the way.”

Continued on page 81…

Paul Gough’s Sales Book for Physical Therapists –
“To Sell Is Healthy” is OUT NOW!

To get your copy go here now: www.physicaltherapysalesbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to: www.physicaltherapysalesbook.com choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsalesbook when you get the book and share your selfie so I can reach out personally to say thank you!

===

Details of the Five Clinics, Five Cities, In Five Days, Book Signing Tour here: https://www.paulgough.com/tour

Subscribe to my YouTube Channel for Daily Videos: here

Check out Paul’s No.1 Best Selling Physical Therapy Business Books: www.paulgoughbooks.com

Physical Therapy Sales Book: Never Forget What You’re Actually Selling

This is an excerpt from Chapter 3 of my Best Selling Sales Book for Physical Therapists, “To Sell Is Healthy – Get The Unshakeable Confidence To Sell Your Physical Therapy Services – At Twice The Price You Are Now” – Get the book here.


“Never forget that what you’re doing is changing people’s lives. What you’re doing is being done for people and not to them, as many people wrongly associate with sales and selling. Separate bad salespeople from the actual process of selling a vital service to people who need it. Most importantly, never feel guilty for selling.

The day you feel guilty about selling is the day you tell yourself that what you do for people is something bad. That simply isn’t the case. I feel bad or apologize in situations where I’ve hurt people or done things that I shouldn’t have; selling them on a life with better health is not one of them. I take great offense to ever being labeled as “salesy” and I am happy to let people know it if I think they’re out of line for suggesting it.”

Continued on page 41…

Paul Gough’s Sales Book for Physical Therapists –
“To Sell Is Healthy” is OUT NOW!

To get your copy go here now: www.physicaltherapysalesbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to: www.physicaltherapysalesbook.com choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Hiring Resource PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsalesbook when you get the book and share your selfie so I can reach out personally to say thank you!

===

Details of the Five Clinics, Five Cities, In Five Days, Book Signing Tour here: https://www.paulgough.com/tour

Subscribe to my YouTube Channel for Daily Videos: here

Check out Paul’s No.1 Best Selling Physical Therapy Business Books: www.paulgoughbooks.com

How Do You Avoid Becoming Another Average Physical Therapist?

So I’m back at my office in Orlando today…

…just returned from a 10 day trip back to the UK to check in on my clinic AND, host a mastermind meeting attended by the UK and Europe’s top Clinic owners.

UK and Europe’s Top Clinic Owners –
Learning from my clinic’s team at a recent Mastermind Event.

So what can I share with you today to help you?

How about this…

Just this morning one of my team members had a conversation with a clinic owner from Mississippi…

The general frustration that this clinic owner had when he spoke to us was that he didn’t want to be just another “average Physical Therapist”.

The question he asked was this:

“What do I need to do to avoid
being yet another ‘average’ Physical Therapist?”

The answer is not what you think…

See, every Physical Therapy clinic owner thinks that the secret to being an above average clinic owner is to GET MORE SKILLS.

And, yet, no matter how many dry needling or massage qualifications a clinic owner gets, their profits are still “average”.

So what is the secret?

It’s actually in the way you are positioned.

If you are positioned like all of the other Physical Therapists, you’ll be looked at as similar if not the same as most of them.

By definition, you will be another “average Physical Therapist”.

Positioning is the result of the Marketing that you do (or don’t do).

Positioning allows you to become a LEADER of a specific field such as sports injuries, back pain or instantly thought as someone who helps people with balance and falls issue.

Positioning allows people to look at you (before they even meet you) and conclude for themselves that you are the obvious EXPERT in the field that they have their problem.

Most clinic owners NEVER grasp this.

If they do any marketing whatsoever it is usually one “average” ad after another, talking about their experience, their credentials, their friendly service or their private treatment rooms.

Yet, no matter many times they run the ad, the response rarely changes, and if they do get a call it’s usually from people who don’t see their value.

Lesson?

You can not build a profitable business if your POSITIONING isn’t right.

Want some help to improve your positioning in your community?

If so, go here to book a call with one of my team:

We’ll get on the phone with you and help you create a Marketing Plan with a specific MESSAGE that positions you as an EXPERT in your community so that more people will want to hire you.

The difference between spending your whole career being OVERLOOKED or charging rock bottom prices just to get a couple of patients on schedule…

…and having the phone ringing off the hook with people happy to pay fees that make being in business worthwhile is ALWAYS how well you MARKET what you can do for people.

Get on a call with us and we’ll help you start the process of doing that:

Sincerely,

Paul Gough

P.S About you working with us at our upcoming Events:

If you’re interested in working on your marketing with us IN-PERSON, the next opportunity for you to do that is June 29-30 in Nashville at the Rapid Action Marketing Implementation Bootcamp.

We’ll help you implement 10 Marketing Campaigns in just 48 hours.

Last time we ran this course we had clinic owners who were stepping out of the room at the event to book patients from the campaigns we had helped them implement earlier that day.

Reach out to my team at paul@paulgough.com now if you want to know more or book a call and we’ll tell you how it works.

More Resources by Paul Gough:

Paul Gough’s Cash Club Community: join the Cash Club coaching program: www.ptprofitacademy.com/cash-club

Check out Paul’s No.1 Best Selling PT Business Books:

Marketing Book For Physical Therapists – “New Patient Accelerator Method”:
www.paulsmarketingbook.com

Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution”:
www.paulshiringbook.com

Want to hire Paul to speak at your next Marketing or Business event? Or, talk to the students at your PT School? Get in touch here: www.paulgough.com/hire-me/

What You Missed At My Clinic (…Live Footage From My UK Physical Therapy Mastermind)

Every 4 months we open up the doors of the, “Paul Gough Physio Rooms”, and invite Britain and Europe’s most aspiring clinic owners to come and look behind the scenes…

These ^^^ clinic owners get to work personally with both me and my Team. 

They get to see everything from how we answer the phone, how we follow up with clients and how my team works together when patients are not there. 

For the last two days we have looked at everything from marketing, conversions, prices, recruitment and staff training… to Leadership and tracking numbers…

We spoke about Marketing and what is working right now to continue to bring a steady supply of 80-100 absolute brand new cash paying patients into my clinic all paying £65+ pounds PER SESSION. 

We spoke about how to get off the hamster wheel of waiting for a referral from a doctor or a low paying medical agency…

We spoke about converting inquires to patients and what is the no.1 thing that affects the likelihood someone who found you on Facebook or from a Google search, will actually book an appointment. 

We spoke about Leadership and in particular how a CEO’s job is to set the standards and then help staff to reach those standards.

We want employees to be successful and they can only do that if they know what is actually required OF THEM to achieve it.

A real Leader is concerned not so much with obsessing over a “five year vision” and instead, is more focused on ensuring daily standards are hit meaning the staff can call themselves successful.

One other thing we discussed, how Culture is ultimately defined by how your staff behave when the Leader (you) is not around. 

I’ve learned a lot of lessons on this since moving 3000 miles away.

Anyhoooo….

Enough of me describing what happened… here’s a look at what did happen.

Click below to watch some of the behind the scenes footage I captured on my phone:

CLICK TO WATCH THE LIVE VIDEO.

So what’s this “mastermind stuff” about?…

If your Physical Therapy practice has stayed the same for the last 6-12 months in terms of it’s profit and the hassle you’re experiencing… chances are it will stay the same for the next 6-12 months. 

After all, if nothing changes, nothing changes. 

The next time I’ll be running an event in Europe/UK is August 29-30th where I am heading to Dublin. 

I’ll be working with some of the most profitable clinic owners from UK/Europe – scratch it out in your diary if you’re wanting to join us. 

In the mean time – or if you can’t wait that long to start making some progress, book a call with my top Marketing Strategist and we’ll give you a few ideas to get your clinic moving. 

– Book A Free Marketing Plan Strategy Call With Paul Gough’s Top Marketing Strategist 

(We can also tell you about the Dublin meeting and if you qualify to come). 

Much love ❤️ to all the clinic  owners out there battling with crappy insurance companies who pay a pittance or dealing with stuck up doctors who refuse to refer patients to great physio clinics like yours.

Cheers,

Paul Gough 

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

My Sons First Two Goals on American Soil :-)

So there I was at the weekend, watching my 5-year-old son Harry make his debut for the local soccer team here in Celebration…

When we arrived to reside in the USA back in January, one of the things we spoke about was getting the kids involved in as many sports/physical activities as we could.

Soccer was an obvious one.

(Being from the UK, it is kind of assumed that it is the sport you and your children will be involved in. To say that it is in our blood is an understatement).

So, we made our way to the local team and asked for information on how to join and we were told that he could start in April.

In the mean time, I made a Plan with Harry that we would spend every Saturday morning working for at least one hour with the intention of improving his ball skills.

We practiced everything from controlling the ball, heading, running with the ball and even striking a rolling ball, first time, with timing and precision (the latter being very difficult to do).

Fast forward 10 weeks later, and the Plan paid off.

Harry started his first game and not only did they win – he also scored two goals 🙂

Interestingly, both goals were scored striking a rolling ball and exactly in the way that we had practiced and planned for in the weeks leading up to his first game.

I was a very proud daddy.

But I wasn’t surprised.

Why would I be?

We had Planned for it.

We worked on two or three specific skills that I know contribute to anyone being able to hold their own in a game of soccer.

We had a Plan – we executed it, and we got results.

(That is usually what happens when you have the right plan and you follow through on it).

What’s this got to do with business?

Well, it reminded me that nothing happens without the right Plan.

As a business owner, it’s important that you have a PLAN for success.

You also need to identify and then monitor the 2-3 things in your business that will make the difference to your business (I call them critical drivers).

Much like with Harry, I identified three specific things to work on with his soccer skills, and it’s the same with your business.

There’s only ever 2-3 things that you should be improving at any one time, the key is to know what they are.

Do you know yours ?

If not, why not come and join me at my upcoming Strategic Planning Day that will teach you how to grow your business by getting better at understanding your numbers – and working from a PLAN.

Details here:

It’s a radical idea, I know…

To actually spend time making a Plan and follow through on it.

It isn’t “hustle”… it isn’t “grind”… and it isn’t the dumb-ass “work-until-you-drop” mentality that is plaguing/enslaving the entrepreneurial community these days.

It is, however, very effective and equally as profitable.

Two seats left – the deadline is this Friday (12th April).

Details here:

Finances and Planning are not everyone’s strong point…

If you’re thinking that they’re not your strong point either, then that’s why you must come to this event.

Sincerely

Paul Gough

P.S Something that Harry told me this weekend is this…

“Practice makes it easy”.

Bizarrely, I had never heard that before and there is my five-year-old son to be the one teaching me it.

Two things to be learned from this:

  1. You’re never too old to learn
  2. If you’re not good at numbers and you’re not good at planning – spend the whole day doing it with me and it’ll become much easier. You can practice with me for a full day.

P.P.S We’re already into Q2 of the financial year… if it isn’t going as you would have hoped, choose wisely about ignoring this invite.

If it isn’t going to plan – it’s probably because the plan you have has got a hole in it.

Work with me for one day and I’ll help you find it to make 2019 a prosperous one.

Details here:

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

Paul Gough

Advice from The Greatest Showman (on Marketing your PT Clinic)

I read a great little book at the weekend…

It was by the worlds Greatest Showman – PT Barnum (the original).

The book was about his Golden Rules for Money Making and I was pleasantly surprised to see that one of the Rules involved Advertising.

His exact line is:

“A business must be known
in someway (Marketing) – else how
can they expect to be
supported by customers”.

It’s very simple advice.

(The best advice usually is).

And yet, what you often find in the PT Profession is an idea that it’s ok to start a business and somehow violate the obvious rule that if you want someone to spend money with you – they must first know you exist.

There’s more and more money spent on another CEU/CLINICAL SKILL… but zero spent on how anyone finds out that skill even exists.

What keeps most clinics stuck where they are now is the erroneous belief that word of mouth will be their best source of people supporting their business growth.

But is it really the best way to grow?

I’d put it to you that if you’re two years into starting your business then RELYING upon word of mouth is the reason you’re stuck with a case load volume that has flatlined…

And, if you’re not at two years in yet, your current reliance on word of mouth will be the reason you will get stuck.

So what else can you do other than give out business cards and hope you get a call?

Well, the best place to start is with what you actually want to make…

As in, if you want to make $100k, start there and work backwards…

Plot, month by month how many phone calls you need to get to cover that amount and then look at how many calls you need if you raised your rates and/or increased the amount people spend with you.

From that point, and only that point, is it time to consider what marketing activity you should do.

Based upon your available budget you could consider something like Google Ads, Newspapers, doing a community event or getting to a 5K run.

Next, consider who is your perfect patient and then ask yourself if they’ll see you, if you advertise there.

All of this is called PLANNING.

It sure beats spending another day staring at the phone… hoping… wishing… praying… that those business cards you gave out will come to fruition.

And guess what?

Right now we’re giving away a completely FREE Marketing Plan Strategy Call to P.T clinic owners who want some help to first get a plan – and then execute that plan.

Go here to claim your free 60 minute Marketing Plan Strategy Call:

Sincerely

Paul Gough

P.S If you want to take the express route to your clinics Marketing Success, look here:

P.P.S I think word of mouth is great – and if you’re good at what you do people will talk about you.

But, for that to happen, they must know you exist in the first place. That can ONLY happen when you sort out your clinics marketing.

MORE RESOURCES ON THIS TOPIC:

Paul Gough’s Marketing book for Physical Therapists –
“New Patient Accelerator Method” is OUT NOW!

To get your copy go here now: www.paulsmarketingbook.com

NOTE: If you order it directly from the OFFICIAL WEBSITE (NOT AMAZON), you’ll pay the same price, BUT, I’ll be giving you some incredible bonuses for doing so… When you go to www.paulsmarketingbook.com – choose purchase OPTION 2 to get the very best free BONUSES that will come with your book including my Wealth Marketing DVD program, Free Facebook Ads PDF, and two months worth of the Cash is King Publication and Coaching CD…

Go here now to get your copy:

Connect with me on Social Media – and use the hashtag #paulsmarketingbook when you get the book and share your selfie so I can reach out personally to say thank you!

– Facebook
– Instagram
– Twitter
– The Physical Therapy Business School Podcast

For more PT Business Education Material:

Click here to subscribe to my email list and I’ll send you more Physical Therapy Business Education >>>

How NOT To Market To Patients With “Core” Problems

A couple of weeks ago I did a talk for a group of Fitness Business Owners at an event here in Orlando (at Disney)…

I was asked to speak about Facebook Ads – but I ended up speaking for nearly two hours about things way more important than Facebook Ads – one of them being the fundamental principle that determines the success of marketing done on ANY platform.

What is that?

It’s what you say in your marketing – also known as the Marketing Message.

Take this example:

If you’re trying to fill up a wellness class at your clinic aimed at helping postpartum mum’s… it is tempting to market your class (or even program of care) as something like “Improve Your Core after pregnancy” OR, “get your core back after pregnancy”.

Yet, this is very unlikely to work.

So why wouldn’t this marketing message work?

After all, any lady who has had a baby and a subsequent post partum issue is likely to have a weakness at their core, right?

Well, yes, they do have a problem with their core after pregnancy.

But, the problem is that is not the way they see it…

Do they really lay awake at night worrying about getting their “core” back?

Or, do they lay awake at night worrying about their long term back pain… their inability to play with their baby without pain… their lack of energy… and now concerned that they’re a shadow of the person they were pre-baby – even now beginning to worry about if-and-when they’ll ever get back to the person they know they could be – the one they were before the baby?

Of course, it is the latter.

That is what they really want.

That is the problem your class solves.

And the key point here is that the mention of CORE and POSTPARTUM is our language.

(The language of a PT).

It is not the language used by a 30 year old lady having back pain following a pregnancy.

My point?

To be successful with your marketing you have too use THEIR language.

For example I could say to you,

“How to use Direct Response marketing and implement the message, media and market philosophy to win more patients”.

Or, I could just say, “how to get patients even if the local doctor won’t refer to you”.

Or, I could say, “how to get cash paying patients so you can make more profit with less hassle”.

Or, I could say, “how to get all your own patients so you can tell the insurance companies to go to hell”.

Which would resonate with you more? 🙂

Anyhoo..

Lesson over…

If you want to hear the entire talk I gave to this group of Fitness Business owners, where I cover this story in full, it is on the Podcast: Podcast EP50: How You Market Anything is How You Market Everything (Live Talk)

And, if you want some help to finally sort out your clinics marketing frustrations, click below and fill out the form for a 100% Free Marketing Plan Strategy call with a senior member of my team: Claim Your Free 60 Min Marketing Plan Strategy Call With a Senior Person In Pauls Team

Have a great weekend.

I just ordered my Florida Residents Annual Disney Passes last night… so guess where I will be all weekend…

Sincerely,

Paul Gough

P.S If you want to take the Express Route to sorting out your clinics Marketing, here’s where to do it:

Get The Complete Marketing System To Grow Your Clinic By 50%-250% inside 12 Months.

More Resources by Paul Gough:

Paul Gough’s Cash Club Community: join the Cash Club coaching program: www.ptprofitacademy.com/cash-club

Check out Paul’s No.1 Best Selling PT Business Books:

Marketing Book For Physical Therapists – “New Patient Accelerator Method”:
www.paulsmarketingbook.com

Hiring Book for Physical Therapists – “The Physical Therapy Hiring Solution”:
www.paulshiringbook.com

Want to hire Paul to speak at your next Marketing or Business event? Or, talk to the students at your PT School? Get in touch here: www.paulgough.com/hire-me/

Physical Therapy Hiring Book: “How To Create A Success Description For Your Next Hire”

This is an excerpt from Chapter 7 of my second, Amazon No.1 Best Selling Hiring Book for Physical Therapists, “The Physical Therapy Hiring Solution – How To Recruit, Hire & Train World-Class People You Can Trust”.

“The Success Description is a move away from the traditional “job description” that is the norm when it comes to recruitment. With the traditional job description there is no focus on achieving an outcome, and there’s often a vague understanding of what success even looks like.

Skills are confused with features (such as “must be hard working”) and, more often than not, job descriptions are focused on finding someone with experience. Which, you now know, doesn’t always guarantee a great candidate.

I’ve said it many times; you can always spot an employer who doesn’t really know what they’re looking for – they’ll advertise for someone with “experience”.

They think it is a safe bet, but it rarely works out that way. They’re often just more experienced at stuff you don’t need them or want them to do.

This Success Description is a physical document that you’ll create, and then have with you, throughout the entirety of the rest of the hiring process. When I am in hiring mode, this document is never too far away from me; it is either in my hand or on my desk right until the decision is made.

The printed PDF acts as my guide for the questions I will ask, reminds me what skills and competencies I am looking for, as well as reenforces what problem the people I am talking to will be solving for me.

It’s easy to forget or get distracted during the interview, and this document stops me from doing so.

What is more, when the Success Description is complete, I can use it to create the job ad that I’ll soon be posting (that we’ll cover in Chapter 8).”

Continued on page 94…

Paul Gough’s Hiring Book for Physical Therapists –
“The Physical Therapy Hiring Solution” is OUT NOW!

To get your copy go here now: www.paulshiringbook.com

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Infusionsoft Training Guide For Physical Therapists: Marketing Automation

 Key System Number Seven From The Infusionsoft Training Guide For Physical Therapists: Marketing Automation

 

So key system number seven from our Infusionsoft training guide is marketing automation systems (using infusionsoft). It’s a way of acquiring new patients at your practice without you having to physically do anything. So for example, prospecting to doctors, it’s manual labor because you have to keep on doing it. Acquiring the names, email, and telephone numbers of new patients, for example using Facebook, that’s automation, that is marketing automation.

 

So there’s two examples, one would be Facebook, it could be Google, it could even newspapers. You can get people to respond to a newspaper ad, and go to a website and collect data that Infusionsoft will pick for you, and we can also automate asking for referrals.

 

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So how do you make this work? All right, I’ll give you a bit of teaching around this. Pick your perfect patient, and Facebook lets you find that specific person based upon their hobbies, their interests, their location, their age and their gender. You run an ads into the news feed of that perfect person that looks something like this. So that’s I’ve been doing Facebook ads now for a few years. This is my perfect patient. She suffers with neck pain. Isn’t necessarily looking for physical therapy in the beginning, so I just offer her some information and I just start the relationship with her.

 

So essentially, what I’m doing is exchanging my expertise in the form of a free tips report and then I ask for their contact details including name, email, telephone number. This is Lead Generation, this is how you build businesses. You build businesses independent of doctors using something called Lead Generation, where we take names and email addresses, find out what’s wrong with people and what they want, and then we start relationships with them to show them how we can help them.

 

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Infusionsoft sends you the details of the person who made the inquiry, it looks like this. So when my ads run on Facebook, you can see them, in the title this comes from Infusionsoft to my front desk, back pain report from Facebook. So Sue left us her email and a telephone number, and we already know what her problem is. One of the things I love about Infusionsoft is this thing called behavioral dynamics that allows me to ask questions like this. So on the opt-in, when people take free information from us, we ask them, “What concerns you most about your back pain?” And this lady, we give them an option of three or four things, and this lady tells us that she wants to avoid depending on painkillers to ease back pain. Now, I can send her emails all about pain killers to ease back pain, that’s how powerful this is.

 

So instead of sending her generic emails about PT, I can now sent Sue emails all about how I can help to live with less back pain without needing pills. Is she more likely to buy from me than the guy who’s just saying, “I’m a PT, buy for me,” of course, she is. So Infusionsoft does this fabulously well. It is a very powerful way of communicating with people about very specific problems, okay? And that’s the task reminder that you get from Infusionsoft. So that’s the referral. What you’re looking that there is a modern day referral. So instead of a fax coming through from a doctor, it now coming through from somebody like Infusionsoft that says, “Sue has a problem, start the relationship with her. There’s her telephone number, and there’s her email.”

 

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Now, I can get seven or 8, 9, 10 of them every single day. And that’s what Infusionsoft does. It takes the name of the email and begins to send the pre-written series of automated emails. And the goal is to nurture the prospect to becoming a patient, a paying patient. We have these nurture systems set up for people with back pain, knee pain, neck pain, spot injuries, ankle pain, etc. Like, we have all of the systems set up.

 

So here’s how it works really. Patient goes to my website or could do. You can have a look at that, paulgoughphysio.com/back-pain. Person takes the free report because that’s what most people want. Most people don’t go to websites to buy, they go looking for information, big, big, big, big difference, and it’s why most websites don’t work. And why most owners are so frustrated with their websites because it’s set up to sell stuff using infusionsoft. The most successful websites give people information. And then what happens is, if you look to the left there, there are all the different webforms, again, don’t get overwhelmed by the techie that’s easy.

 

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Infusionsoft Training Guide For Physical Therapists: Front desk staff system training

 Key System Number Six From The Infusionsoft Training Guide For Physical Therapists: Front desk staff system training

 

So number six from our Infusionsoft training guid:, front desk staff training system. This is a big one that not many people ever even consider to use Infusionsoft for something like this. So from a front desk people are the ones that make the difference that makes the difference. And most of the objections, the drop-offs and the excuses are resistance to the higher prices physical therapy clinics want to charge are the result of poor front desk staff training, I regret to say it. Front desk person doesn’t cost you $25,000. He or she will cost you $250,000 if they aren’t trained to do the job properly. Learned some painful experiences myself, and is why I created the staff training system.

 

So I put all of my Infusionsoft…sorry, all of my staff training videos, and they get delivered to my…the potential new hires, you know, we’ve offered them a job, and when they can start for two weeks. “All right, good, we’re going to start sending you some video that we want you to watch before you arrive.” You know, “I’m gonna give you the job. Are you okay to watch some videos before you arrive, because I need you to show up, start contributing value. I haven’t got, I’m a small business. I haven’t got time to train you for three or four weeks. I need you to show up from the moment that I say yes and you agree to it.” So we’re able to put them into one of these systems. We create a campaign that we put our most important videos, incoming call handling, how we handle drop-offs, how we want patients to be treated and greeted to etc., they’re all on video.

 

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So we put them inside a campaign and then enter the email address of the new employee, and they will start to receive all of these training videos. That means they can be trained and retrained regularly using this system, it is incredible. It’s been the most beautiful thing that I’ve done that has contributed significantly to my business. It’s an intangible, and most people overlook this type of thing. But again, why keep wasting energy over, and over, and over, and over on training people over, and over, and over, when you can have a system that just sends videos to their inbox and asks them to watch it, and you can even, if you wanted to go all the way in, you can actually check that they have watched it as well.

 

So put all of my videos inside of a vault in a library and then I just connect that to Infusionsoft and there’s the videos, they just get sent to them. Here’s how I want to handle the incoming call. You know, this one’s for the video for the physios, how to handle the initial consultation, how to engage with clients in our physical therapy clinic. We go down to the nth degree of everything.

 

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So this means that when I’m aware, or another business, my staff are watching trainings done by me, meaning the stuff is getting done in the way that I want it to whether I’m there are not. So if I need to make a hire, from the other side of the world, I’m in the U.S., or I’m Australia, or I’m in Canada, and we need to hire somebody, we need to let somebody go, we need to bring somebody in, or whatever, we can post the job descriptions and go through whatever we do.

 

And by the way, we use hiring funnels as well. We use Infusionsoft to hire people in…we ask them to do certain tasks. So instead of looking at everybody’s CV and everybody’s, you know, going through 150 CVs for job application, we use a hiring funnel. And what that is, is three or four tasks that are done on auto, we ask them to do on automation every couple of days and they only get the next email if they do the fast task right, it’s incredible. So we can actually hire people using Infusionsoft systems, and we can also train them as well.

 

So two great ways of me being able to be out the country in a way for my business, but still hire the people, and they don’t have to worry. If anything’s going on in my business, and we need to get people into the business, that the people who come in won’t be able to do the job, they will because of this system.

 

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Infusionsoft Training Guide For Physical Therapists: Reactivating no-shows/Cancellations

 Key System Number Five From The Infusionsoft Training Guide For Physical Therapists: Reactivating no-shows/Cancellations

 

So key Infusionsoft system number five from our Infusionsoft training guide, systematically reactivating these drop-offs and no-shows that we all get, particularly as you get bigger. If you’re a small one-man band right now, you may not have a huge problem with it, but I guarantee, as your prices go up and as you grow and as you scale, and as you bring more people in, it is a problem just naturally. You know when they say, you can’t get staff to care as much as you, or you can’t find staff to care as much as you, that’s because it doesn’t exist, it’s a fallacy, does not exist. So they will never be as in as you are. So the conversations won’t be as good as what you provide. The engagement won’t be as good as what you provide. So you have to have something that helps you that counters that. So even if these people do drop-off for no-show, you have a system that wins them back.

 

So why is it important? Well, they do naturally get more frequent, and although you can limit it, it’s not possible to stop them all, but what you can do is have a system to reach out to them that works for you, and is kick-started the moment they do not show. So we use another webform, the kick-starter series of pre-written emails, so this one is done by the secretary and we communicate with the patient about coming back to us.

 

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First of all, we ask them if they’re okay, and tell them, “We’re worried.” So you don’t just say, “Hey, you know we’re billing you. We’re giving you a $50 bill coming through the bills, blah, blah, blah,” because they couldn’t find a problem. So we just say, “Hey, are you okay?” And we tell them that we’re worried. Can you just get in touch to let us know that you’re okay.

 

We offer them simple ways to get back in touch to re-book the treatment, and the emails continue to go out until that person is back on schedule. So we’re not chasing, we’re not wasting time chasing. Surely, there will be one or two calls, again it will be kick-started by task reminders that go to somebody in the office that says, “Steve Smith did not show up, give him a call,” but underneath that, we’re also able to send text messages and emails.

 

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A task reminder goes out that Infusionsoft sends to the appropriate person, and that person is charged with the responsibility to get a person back on schedule. And the ultimate reminders keep getting sent to that person by Infusionsoft until the person shows back up. Can you just imagine that? If you could even just get one person or two people every month depending upon the size your business to show back up, as a result of this type of system, what would that be worth you?

 

So if one person drops off after three sessions, who should have had 12, and you’re making $100, on average $50 a visit, even if it’s $100. Let’s just keep it around numbers, there are no other nine sessions there, $900 twice a month, $1,800. So you keep doing the math on how much value. Now, you’re up sales in place at $10,000. You’ve got people who staying on schedule. You’ve your no-show council rate is down, like this stuff, seriously adds up. The compound effect of all of these systems to my business is thousands. I would not like to think what my life would be like without Infusionsoft.

 

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Infusionsoft Training Guide For Physical Therapists: The Never Ending Discharge System

 Key System Number Three From The Infusionsoft Training Guide For Physical Therapists: The Never Ending Discharge System

System number three from our Infusionsoft training guide, the never ending discharge system. So what’s this? Well, it’s a systematic way of keeping in touch with our patients long after their care finishes. It is a sequence of automated emails pre-written to engage with, and constantly connect with patients. On discharge, the patient gets entered into Infusionsoft via another one of these webforms.
So this time it’s obviously not the secretary. At the final session, when care is over, you know, that initial phase of care, our therapist will have access to this webform through a link again, through URL, they’ll keep this on their laptop or on their iPad, and they just fill out. And you can see what we have there. We have some information, so we don’t just want to know that they’ve been discharged. What we want to be able to do is know what circumstance is the discharge. So we will have been speaking to them about all the things that we can offer them. You know, massage packages, orthotics, my book, Pilates Class etc. maintenance, plans, year of care, whatever. So we put that in the primary interest, then we put some comments for the follow-up team.

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So Johnny might be telling Vicki…so Johnny the therapist might be telling Vicki that this person is very interested in staying with us, you know or coming back to us in the next few months. And then we’ll put a follow-up priority. We’ll have high, medium or low. So if Johnny thinks that this person is a high priority, he’s much likely or very likely to buy more sessions from us very quickly, he’s class as a high priority. And we can see he was discharged, discharge completed by. He hit Submit, and then Vicki starts to get all of the information that’s been entered into this webform.
So Vickie’s in my follow up team, the person who brings out and is one of the most important departments in my physical therapy clinic, she can get on the phone. She knows the name. She knows what they’re interested in buying, and she knows the type or the mindset of the… you know, where the person is right now, and what else they’re looking for.

 

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So this is a huge for our cash-up sales, and this is how we make probably anything up to $10,000 equivalent to our practice right now because of this one single webform. I promise you, like infusion… if you know what you’re using Infusionsoft for, which is what this webinar is about to show you how to use Infusionsoft, then what possible for Infusionsoft, and then ultimately what’s possible for your business as a result of Infusionsoft, and you do it, there is no debate whether or not it is worth the value.
Going with the cheaper providers often cost you significantly more money because of what you can’t do. So if you’re planning on using this type of thing, and you are somebody who get stuff done, this stuff is powerful for your business and your profits at the end of the month. So Infusionsoft will send an appropriate email to the patient to say, “Hey, thanks. You know, thanks for coming to see us. We really appreciate you, so we give you some gratitude,” but it will also send a task notifier. So that’s something that goes to Vicki, or Sarah, or the appropriate person in my office to remind them to make a phone call to the person.

 

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So we make 24-hour and 30-day phone calls, and the plus term is quality control calls, and we just ring up and say, “Hey, how did you do? How did it go? Did you love what we did for you,” etc. And then at that point when they said, “Yeah, I had a great experience. Thanks very much. We got a care.” “Well, listen, Johnny said that you are also interested in A, B or C,” so it’s an up-sale opportunity. And those two calls there are responsible for, right now, my practice, $10,000. If your practice is bigger than mine, it will be more, if it’s less it will be smaller, but I promise you, as your business grows, that figure grows as well if you use this system.
The 30-day phone call brings three out of 10 patients back to us because we ring them up and there’s 30 days left, they may not be 100%. And that’s what we do, is just have that conversation. But this system from our Infusionsoft training guide works because it reminds the people in my office that this task needs to be done, and it will never stop sending them a task reminder until the task is done.

 

This is how you get stuff done. You don’t just ring up to the staff member or email a staff member saying, “Did you make the phone calls?” You go inside Infusionsoft and find out if they made the phone calls, because one thing’s for sure, it’s Infusionsoft will not have a day off. Your staff member might not be feeling great or might be a bit lousy that day, but Infusionsoft doesn’t care. It will keep telling them that Mrs. Smith needs to be called, do it, and you can see whether or not they’ve done it.

 

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So that’s what it starts to look like inside the account, okay? I’m not going to go too deep into the ins and outs, you know, the tech aspect of Infusion, because it really isn’t important. What’s important is that you know how to use it, and what you want from it. This is just the tech aspect of it, and you know, we can provide this type of training for you if you do choose to move forward. But ultimately, this is what happens.

 

These are called campaigns. These are marketing campaigns, and it really starts to help you understand the journey and the flow that a patient goes on. So we’ve got the Start button there. It can says, “That’ needs to be followed-up.” That cycle in the middle, it says, “Follow-up, make phone call,” that’s telling Vicki or Sara, when that webform gets filled out that I showed you, that this person needs a call, needs to call back tomorrow, needs to be called back next week, etc. Remove them from the sequence when it’s done. So you can see the Stop button, until somebody hits stop, because the person’s been called, they keep getting a reminder to call the person.

 

There’s a little of tagging going-on, and we can use time is to say, “Hey, after one day, do this, two days, do that.” So again, this is the kind of tech side of it, and these are the campaigns that you build out inside of Infusionsoft. Do not worry about these. These are the actual easiest aspect of it, and we know how to drop all of these into your Infusionsoft app if you did wanna kind of get it. This is about what you can get from Infusionsoft. And if you know that, this technical aspect of it is a doddle. Unfortunately, most people do the other way around. Most people who start here thinking that they need to know the tech aspect of it, and it doesn’t produce the results that they want. If you start with what you want from it, the tech becomes very, very easy. There are a lot of people who can do the tech, very few people who understand how to make the strategy all work.

 

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So what does this system do for us? It’s more referrals, more friends, and family of patients using the information we give them. We can get success stories. We ask people in the emails that we sent to them as they get discharge would be willing to come and do a video. We can ask for reviews online.

 

So remember, physios filled out the form. I’ve now got my team on the phone to them, but I’ve also got emails going out now asking for referrals, asking for reviews to be left on Google and Facebook, connect with us on social media so I can build life-long relationships. All of this is going on as a result of this discharge system. And we’ll give them opportunities to buy other products and services.

 

So the system will go on forever after they get to charge. You can have 12 months worth of emails, 24, whatever you want. And in the different emails that you’ll send them, you’ll say, “Hey, you know, did you know that we did massage packages? Hey, did you know that you could get orthotic? Do you know that we do workshops? Do you know that we have health and posture classes,” whatever. It talks to them on our behalf forever. So we can also ask them to come back and see, is it six and 12 months for a review or a top up? So every point of the journey, you know, different patients go into the system each day, and obviously, when they get to the appropriate six-month or 12-month phase, they’re gonna get an email that says, “Hey, are you ready for a review or a top up?” And my staff get that as well.

 

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So they get a task notifier at sixth month that says, “Mrs. Smith, she’s been gone for six months. Do you want to give her a call and see how she’s doing?” They’ll get another one after 12 months that goes, “Hey, you know, Joe hasn’t been in for twelve months, give him a call and see how he’s doing.” So we’re getting this stuff done. And it’s not that the people in your business won’t do it, it’s that the people in your business don’t get reminded to do it regularly. It’s that they don’t get prompted to do it. Nobody serving them with the absolute, this is being 12 months, and this is what Infusionsoft lets you do. It’s the driving force behind my business, and it helps me to get the best out of the people. You can only leverage two things in business, one is people, and one is systems. And this is how you get the best out of both.

 

So why do you need this? Well, here’s why. Most physical therapy businesses, the last thing that the patient remembers is the sound of the credit card machine taking their money. So this is my chance to ensure that full value for their money is received and felt. I don’t give up on the relationship just because they aren’t giving me any money now that they are better. I’m using software and I’m using technology to put my people back in front of them, and to continue to send them communication pieces through email, through postcard, through direct mail, through whatever, all thanks to Infusionsoft.

 

It also ensures that the first thing that they felt and the last thing that they remember is controlled by me. Not matter where I am in the world, remember, I’ve got my valued added welcome sequence, which has me on video, and our staff on video, I’m controlling that initial. Remember, the first impression is the most important. but the thing that they feel at the end is just as important. Most of what goes on in the middle, yeah, they’ll be, you know they’ll be very… they’ll talk about that, and it’s very important. But if you can control the first thing, and you control the last thing, those are the really the two things that human beings remember when they do interactions with any business. So you can control it thanks to these systems.

 

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Infusionsoft Training Guide For Physical Therapists: Past patient reactivation

 Key System Number Four From The Infusionsoft Training Guide For Physical Therapists: Past patient reactivation

 

All right, number four key Infusionsoft system from our Infusionsoft training guide is called past patient reactivation. This system works for us to get more past patients coming back to us on autopilot. After patients get discharged from our care, they also enter. So remember, this form that I told you, the physical therapist fills out the form, and he just has to do the form. It takes him like three seconds, and all of this stuff now goes on behind the scenes.

 

So it’s not a big job for anybody, because once you set this up, it’s just a form getting filled up, three seconds, anybody can do it. We also put them into a 12-month sequence of emails, right? One every state it is. Now, listen because this is genius, which tells them about what we call a health awareness campaign, all right? We might be running a health awareness campaign that month, and we were putting different messages and offers that the past patient can get, and we offer them information if they’re suffering with anything mentioned in email.

 

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So the email might be about back pain. The email might be about knee pain. And what happens is, the patient will reply to these emails asking for the different information, such as back pain tips or, you know, report, or knee pain, or whatever, and when they do, it’s a signal to us that they are suffering with something we can help with so we’re able to call them up and we start the conversation.
So this is them kicked off by the physio as part of the discharge system. Also, sends a different email. And as a result of this system, our patients or they’ll obviously tell their friends about it, they come back and see us very frequently for different injuries that may not have done unless we prompt them using Infusionsoft, so that makes sense.

 

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Every 30 days because of Infusionsoft, my patients get an email framed as, “It’s back pain Awareness Month at Paul Gough Physio Rooms. We’ve got some free information that we’d like to give you if you or somebody you know are suffering with back pain.” The mail goes to them 30 days, and then 30 days later about neck pain and we ask them to reply. When they reply, my secretary jumps on the phone and says, “Hey, what’s going on?” Because if they’re replying to an email about back pain, they’ve obviously got a problem that you know how to solve. It’s like getting them in the store. Once they’re in the store, have a conversation with them about how you can help them. It bring so many people back to the business, it’s untrue. Why is it important? Because patients procrastinate over everything, their health included. And sometimes they need to be prompted or a signal to do something and make an easy fast step.
So this system responsible for the sign that the patients were looking for to start the process of them coming back and see us. And that’s when I say the sign, it’s quite funny because that’s often what patients will say. It’s like, “Will you send me that email about back pain? It was like a sign that I had to do something because I’ve been waiting to do something for weeks, I just hadn’t got round to it.” It’s like, “Yeah, it was a sign. Like we put that there on purpose to encourage you, to nudge you to come back and to see us.” And it’s absolutely responsible for the huge volume of people who come back to see us without us having to do anything except start the system when they finished our care.

 

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So again remember, that’s two system started by one webform. Three seconds, all of this happens, three seconds, anybody can do this. Like I said, it’s not the technology that you obsess over, it’s what you want the technology to do. How do you want this to play out? How do you want this to impact your passions? That is what this is about, and why Infusionsoft is so powerful once you know how to use it.

 

 

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