{"id":1169,"date":"2016-08-23T17:53:00","date_gmt":"2016-08-23T16:53:00","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=1169"},"modified":"2016-08-23T17:53:00","modified_gmt":"2016-08-23T16:53:00","slug":"the-real-reason-why-seeing-a-pt-is-so-painful","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/the-real-reason-why-seeing-a-pt-is-so-painful\/","title":{"rendered":"The Real Reason Why Seeing A PT Is So \u201cPainful\u201d"},"content":{"rendered":"\n\n
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\n 5\/5 - (2 votes) <\/div>\n <\/div>\n

Story time:<\/strong><\/p>\n

So there I was at the weekend talking with a friend of mine who runs a coffee shop\u2026<\/p>\n

\u2026we got to talking about something I call \u201cthe pain of doing business\u201d.<\/strong><\/p>\n

\"What<\/a><\/p>\n

What is it?…<\/p>\n

“It\u2019s when customers have to PAY!”<\/strong><\/p>\n

In a coffee shop, they\u2019re paying to be recognized (by the barista and other customers), for social activity and escapism\u2026<\/p>\n

..and of course, the caffeine hit!<\/p>\n

So they are often happy to do so\u2026<\/p>\n

In our world\u2026<\/p>\n

\u2026they\u2019re buying a GRUDGE purchase.<\/p>\n

No bags of \u201cstuff\u201d (like walking out of Walmart)\u2026<\/p>\n

\u2026and therefore no \u201cinstant pleasure\u201d associated with the credit card transaction after their session.<\/p>\n

Sure, a bit of \u201crelief\u201d and \u201chope\u201d\u2026<\/p>\n

\u2026but lets face it, along the way, it can be physically painful and then we\u2019re asking them to cough up and pay loooooong in advance of the outcome they seek.<\/p>\n

And, it\u2019s when they come to pay – at the card machine – that the consumer starts to question the value of what you do!<\/p>\n

They may not always verbalise it, but that\u2019s the time when they’re analyzing the value you bring to them…<\/p>\n

Don\u2019t think it\u2019s so important to factor into the running of your business?<\/p>\n

Well, analyse this:<\/strong><\/p>\n

A few decades ago there was a shift from paying in cash for everything, to writing a Cheque\u2026<\/p>\n

(Not as painful when you write on a piece of paper as handing over crisp, dollar bills that you\u2019ve worked hard for all week).<\/p>\n

Then came the \u201ccredit card\u201d\u2026<\/p>\n

Because the problem with writing cheques was that you could now look at the amount\u2026<\/p>\n

\u2026stare at that amount – and KNOW that this amount, in the end, will be leaving your bank.<\/p>\n

So for a while, the credit card has provided the quickest, easiest and fastest possible way for money to leave one bank account – and enter another.<\/p>\n

Enter \u201ccontactless\u201d.<\/p>\n

It\u2019s the next step in the process of making consumer spending \u201cpainless\u201d\u2026<\/strong><\/p>\n

\u2026these days you don\u2019t even have to press the four digits of your pin or hear the beeps associated with each push\u2026<\/p>\n

\u2026because it\u2019s that \u201cbeeping\u201d noise that we\u2019ve now come to associate with the pain of getting what we want!<\/p>\n

With \u201ccontactless\u201d you can literally just slap your card over the top of a machine without looking and forget that you actually did so\u2026<\/p>\n

Does it get any easier to ask people to do the one thing no one wants to do (and pay)?<\/p>\n

The point of todays lesson?<\/p>\n

The easier and less painful transactions with any business are – the more they spend\u2026<\/strong><\/p>\n

It\u2019s that simple\u2026<\/p>\n

The question is, what are you doing to make doing business with you LESS PAINFUL?<\/strong><\/p>\n

One of the easiest ways to do that is offer some *certainty* in the decision that your patient has made to do business with you\u2026<\/strong><\/p>\n

How do you do that?<\/p>\n

Educate. <\/strong><\/p>\n

Educate. <\/strong><\/p>\n

Educate<\/strong> (\u2026via your marketing).<\/p>\n

Preferably, in advance of the cash, cheque or credit card coming, or insurance number out.<\/p>\n

If they know what you do, and why you do\u2026 before you do what you do\u2026 they have no problem paying for it after you do what you do!<\/strong><\/p>\n

NOT doing this is why so many doctor referred patients arrive at a PT clinic and \u201cresist\u201d as the co-pay or deductible cost hits home\u2026<\/p>\n

Picture this:<\/strong><\/p>\n

As the doc\u2019 writes the script, do you think he\u2019s doing ANY educating about the value a PT can really bring to that patients life?..<\/p>\n

Of course not.<\/p>\n

Heck, my doctor couldn\u2019t even spot the difference between ‘piriformis syndrome’ and ‘sciatica’, let alone describe what a PT would do to fix either!<\/p>\n

Just a thought\u2026<\/p>\n

..but as co-pay and deductibles INCREASE, which they surely will, so to the pain of doing business with you.<\/p>\n

Have you got your version of \u201ccontactless\u201d ready??<\/p>\n

Anyhow, lesson over for today\u2026<\/p>\n

Sincerely,<\/p>\n

Paul Gough<\/p>\n

For more PT Business Education like this:<\/strong><\/p>\n

\u2013 Click here to subscribe to my email list and I\u2019ll send you more Physical Therapy Business Education >>><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Story time: So there I was at the weekend talking with a friend of mine who runs a coffee shop\u2026 \u2026we got to talking about something I call \u201cthe pain of doing business\u201d. What is it?… “It\u2019s when customers have to PAY!” In a coffee shop, they\u2019re paying to be recognized (by the barista and…<\/p>\nRead More<\/a>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"yoast_head":"\nThe Real Reason Why Seeing A PT Is So \u201cPainful\u201d | Physical Therapy Profit Academy<\/title>\n<meta name=\"description\" content=\"What are you doing to make doing business with you less painful at your physical therapy clinic? 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