The Hidden Reasons Behind Package Conversion Struggles
If you’ve been running a cash physical therapy practice and finding that your staff, including you, is struggling to convert patients into premium packages, you’re not alone. The problem isn’t what you might think—it’s not about your sales scripts or your training methods. In this blog post, we’ll break down three key reasons why your team might be underperforming when it comes to enrolling patients in your packages. Most importantly, we’ll share how you can empower your team to succeed.
1. The Real Problem: Confidence in Clinical Abilities
You can provide your team with the best sales scripts and training methods, but if they don’t believe in what they’re offering, it won’t matter. The root cause of struggling sales often comes down to your staff’s confidence in their clinical abilities.
A clinician who lacks confidence in their treatment will struggle to sell packages because patients can pick up on that insecurity. Whether you’re working with new grads or experienced PTs, without a strong belief in their ability to help patients achieve great outcomes, their sales performance will be affected.
How to Solve It:
Ask the right questions: You can build confidence by reassuring your team that they can find answers. Ask them, “If you don’t know the answer to something, will you be able to figure it out?” The answer should always be yes, and knowing they have a supportive team to back them up builds their conviction.
Foster a supportive environment: Make sure your PTs feel they have the resources to figure out the solutions they need. With a supportive culture and consistent encouragement, their clinical confidence—and sales ability—will grow.
2. Why Traditional Training Methods Fall Short
Many practices rely on traditional training methods like sales scripts, role-playing, and standard operating procedures (SOPs) to help new PTs sell packages. But this often falls flat because it’s not enough to simply hand over a script or a set of guidelines. It’s crucial to build real confidence through ongoing clinical training and development.
A common mistake is assuming that once a PT has learned the basics of a sales script or treatment process, they’ll automatically be able to excel. In reality, they need continuous mentorship and real-time feedback. If your training stops after the basics, your team will quickly hit a ceiling.
How to Solve It:
Onboarding that includes clinical training: Start with a strong foundation by setting clear expectations during onboarding. Include clinical training that not only improves their knowledge but also builds their ability to sell with conviction.
Ongoing mentorship: Schedule regular one-on-one meetings with a clinic director or senior team member. These meetings can address specific bottlenecks, whether they’re related to sales, clinical skills, or team dynamics.
Support with real-time feedback: Giving PTs the opportunity to observe your evaluations or other senior clinicians’ interactions with patients allows them to see real-world examples of what works. This helps bridge the gap between theory and practice, speeding up the learning process.
3. The Surprising Mindset Block: The "Why Should I Sell?" Mentality
Another significant barrier is the mindset that many PTs have around selling. Some may wonder, “Why should I push these packages? It’s just making the boss money.” This mindset is common, especially when employees feel disconnected from the broader mission or don’t see how their efforts directly benefit them.
To overcome this, it’s important to align your team’s personal goals with your business’s growth. Help them understand that selling packages is not just about generating revenue—it’s about creating opportunities for growth, both for the business and for themselves.
How to Solve It:
Connect individual success to company growth: When you sell more packages, you create more cash flow, which allows for more hires, better pay, and more opportunities for advancement. Make sure your team understands that their success directly impacts their own career growth and the company’s ability to help more patients.
Transparency in mission: Ensure your team understands the company’s mission and vision. Help them see that selling packages helps both the patient (better care) and the community (more access to services).
Empower Your Team to Thrive
The key to turning the tide in your cash practice is to build a strong foundation for your team. By addressing the underlying confidence issues, ensuring your training methods are more than just surface-level, and shifting your staff’s mindset around sales, you create an environment where everyone can thrive. When your team is confident in their clinical skills, aligned with your company’s mission, and empowered with the tools they need, they will succeed in closing more packages—and delivering better outcomes for patients.
Conclusion
If you’re struggling with package conversions, remember that the solution is within your control. Empower your team, adjust your training methods, and build a culture of confidence and support. If you’d like additional resources or need help refining your team’s sales process, don’t hesitate to reach out! We’re here to help you succeed.
Watch and Listen to the Full Video
For a deeper dive into a cash physical therapists’ journeys, make sure to listen to the full video: Why Your PTs Can’t Sell Packages and What to Fix First
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.
