Welcome back to another insightful episode of the Cash Physical Therapy Headquarters podcast! Today, we’re diving into a crucial topic: the number one factor that is killing cash package sales and how to fix it. If you’re a practice owner struggling to convert clients, you won’t want to miss these key insights.
Understanding the Sales Challenge
As we discussed in the episode, many practice owners believe that improving in-person sales is the key to boosting their cash package sales. However, the real issue often lies in the initial phone call. A poorly conducted first call can leave prospects feeling cold and unprepared, setting the stage for unsuccessful evaluations.
Setting Expectations
When potential clients show up for their evaluations, they often arrive with preconceived notions, including the intention to only attend one visit. This mindset can lead to common objections, such as needing to think it over or consulting a spouse. The critical factor here is that if expectations aren’t set correctly during the discovery call, it becomes challenging to convert these leads into loyal clients.
Qualifying the Prospect
The first step in optimizing your cash package sales is to shift your focus during discovery calls. The goal should be to qualify prospects rather than just get them scheduled. By framing calls in this way, you’re more likely to engage in necessary conversations that uncover the prospect’s true needs and expectations.
Discussing Rates and Packages
Next, it’s essential to have an open conversation about your rates and treatment packages during the discovery call. Many practice owners shy away from discussing pricing for fear of losing the sale, but this transparency can actually foster trust and understanding. By letting prospects know what to expect in terms of costs and the number of visits they might need, you prepare them for the evaluation and reduce the likelihood of objections.
The Importance of Value
As Ben shared, building value before discussing pricing is crucial. When prospects understand the benefits of your services and see the results you’ve achieved with other clients, they are more inclined to invest in their health. The key is to establish a strong rapport during the call and ensure that prospects feel heard and understood.
Timing Matters
When you discuss rates and packages is just as important as the content of that discussion. Ideally, this conversation should occur towards the end of the call, after you’ve established value and built a connection with the prospect. This way, they’ll be more receptive to your recommendations and feel confident in their decision to move forward.
Real-World Example
Ben shared a powerful analogy involving a customer looking to upgrade their laptop. If the customer enters the store with the intention of making a simple trade-in but is suddenly faced with an unexpected sales pitch for a high-end model, they may resist the idea. However, if the salesperson first asks about the customer’s needs and gradually introduces the new model as a solution, the customer is more likely to consider it. This same principle applies to cash package sales in physical therapy.
Listen to the Full Podcast Episode
For a deeper dive into a cash physical therapists’ journeys, make sure to listen to the full podcast episode. Click here to listen to the episode: The One Thing Killing Your Cash Practice Sales
About Author:
Although the company eventually failed, it provided Jordan with invaluable learning experiences. He became passionate about designing world-class patient experiences and building efficient marketing & sales funnels for cash physical therapists. Utilizing this expertise, Jordan became the CMO of a well-known physical therapy media company, and consulted for and built marketing funnels for some of the top physical therapy business coaches.
Eventually growing tired of the typical agency and consulting grind, Jordan, alongside Max Zirbel, founded Clinical Marketer. They infused it with the hands-on support and mentorship that they benefited from in their initial venture. The company was a success from the start, aiding clinics in scaling to 6 and 7 figures in revenue. During its first launch, Jordan and his team met Dr. Ben Bagge, whom they later partnered with after helping him grow his business from $200K/year to over $1M/year in three years.
