how to double your practitioner income in six months

How To Double Your PractitionerIncome in Six Months

WARNING!Why are we here? What is your biggest

frustration in your practice currently?A problem cannot be solved at the same

level of thinking that it was created at – Einstein

A breakthrough requires a “break-with”Current mindset + current habits =

current results

What we are not here to do: 1. Operate outside of our values 2. Provide anything other than

exceptional care for our clients3. Try to force you to change anything

What we are going to do:

Hear some success stories of other practitioners

Examine the 3 critical elements of a successful practice owner’s mindset

Challenge some traditional thinking Workshop the 4 step formula for doubling

your income in six months or lessGet to know each other a little betterLeave here tonight fully informed about our

next step!

Who is this Adam Gibson bloke and why should I listen to him?

Business coach – helping business owners achieve their potential by removing the barriers to success

Health and fitness background for 17 years – started early

7000 one on one consults with clients on diet, supplementation, lifestyle and exercise

17 years in gyms, event promotion, fitness marketing and distribution

“Ideas man” for Diabetes Queensland, FIA award

Exploring human potentialSouth Golden Beach resident, full time

business coach

“Adam’s focus as a coach is working with individuals and organisations who know that they have untapped potential in an area of life, and are willing to work on smashing the barriers that have prevented them achieving this potential in the past. In particular, business owners who have a strong sense of mission and contribution in their work will benefit greatly from Adam’s forthright and dynamic coaching style.”

Speciality: Practitioners and People of Passion!

Marketing, money and mindsetMy philosophy – lifestyle, living fully!

My coaching fees: $660 per session or $1650 per day including gst

Am I worth it? Meet some of my clients…(my worst kept secret – I only coach

clients who make me look good!)

Michael RidgwayBaroona Road Physiotherapy

Michael Ridgway, Physiotherapist

4 years ago was ready to give up physiotherapy

Lack of respect from clients, low income, high stress, endlessly frustrated!

Decided to get good at being a business owner, and look outside of the box that physios tended to operate within…

Began as a client in May 2006Within 2 months income was up 25%By the end of the year income was up 40%

Income & Client visits Vs Years

Contact hours

38

Charge rate$400

2005 20062004 2007 20082003

Personal Income Up

300%

Contact hours

Down 60%

Personal

Income

We’ll get you pain free in ½ the time or it’s free

Business success allows Michael to: Pay 50% higher salaries Manips Scholarship each year Develop research projects Charity work and sponsoring clients Time to work on the business Mortgage, car, holidays, retirement fund

Most importantly: Development of problem solving methods that increase the value of physiotherapy care

Result is his fees of $250 per half hour consult What is the result of this fee structure?

We’ll get you pain free in ½ the time or it’s free

Kate O’Loughlin Traditonal Chinese Medicine PractitionerJade Tortoise Clinic of Natural Medicine

Started as a client 11th June 08 Loved her career but had “no

hope of ever becoming wealthy” Tripled her weekly income within

3 weeks and has maintained it at double every week since

Zero extra marketing costs incurred

Massive personal breakthroughs on money mindset

About to launch inspiring new women’s health program

Now on her first ever overseas holiday in Bali as we speak!

Adam Lees – The Surfer’s PhysioSeven Mile Beach Physiotherapy

Start up business with 4 -5 clients per week in June 08, plus working full time

Has discovered his niche and his passion as a practitioner!

Now divides his time 50/50 to his practice and his job, and about to sack his boss!

Aims to be nationally recognised as an expert in surfing related injuries and injury prevention

Massive personal breakthroughs around money- Adam has reconciled his beliefs on professional ethics with the right to be successful

Carlos DobsonRPS Personal Training

Nigel PitmanOcean Shores Physiotherapy

Worked for himself for over 14 years

Had a very successful practice but working too hard and no time to fish or spend time with “the little people” (his kids!)

Started as a client in June 08 Now employing staff, has 3 – 4

afternoons off every week AND has increased turnover by 20%

Has not spent ANY money on marketing… yet!

Has realised the true extent of what his practice can achieve – watch this space!!

3 critical elements of a successful practice owner’s mindset

1. Adopt an entrepreneur’s mentality

#1. Adopt an entrepreneur’s mentality

How do I make the claim of doubling income in 6 months with confidence?

What is the main thing holding any business owner back?

What is the most important asset any business owner has?

Biggest mistake most practitioners make in business: Not prioritizing time for personal and business

development! Work on the business, not just in the businessE-Myth

Entrepreneur Mentality1. Spends 30% of time developing

business2. Delegates 80% of administrative

tasks3. Has a 5 year vision for his/her

clinic 4. Focuses on high payoff activities

5. Rarely becomes distracted by

small things 6. Works thoughtfully and diligently

and with a sense of calm 7. Keep a focus on the business

8. Rarely covers for others when ill

9. Acts as a leader of the staff

10. Takes a week holiday every 3

months

Practitioner Mentality1. Spend 90% of time performing

physiotherapy2. Handles many administrative tasks

him/herself3. Has no clear future direction for

the business4. Majors in minor things5. Days are filled with unplanned

interruptions 6. Lives under the tyranny of the

urgent7. Prefers to ignore business issues8. Always covers for other staff9. Has collegial relationship with staff10. Rarely takes holidays



Dangers in adopting practitioner mindset: Burnt out Frustrated Broke Bored

All result in a lowered quality of care for the people we first set out to help!

PROBLEM!!

How do you find more time to do all this if you currently have a full caseload?


1. Adopt an entrepreneur’s mentality 2. Categorise your ABC class clients

#2. Categorise your ABC class clients

C class –

B class –

A class -


1. Adopt an entrepreneur’s mentality 2. Categorise your ABC class clients 3. Reprogram your beliefs about money and your right to be

successful

#3. Reprogram your beliefs about money and your right to be successful

Money is an accurate reflection of our beliefs If you were programmed to be rich, what would

you be? Lottery winners Best place to be with money is not to need it Your level of income and wealth is governed by

your beliefs and your comfort zone We will look for evidence to support our

currently held beliefs Beliefs vs Truth Low level skill compared to relationships The Noble Practitioner “suffering for their art”

#3. Reprogram your beliefs about money and your right to be successful

To identify your beliefs, habits and “programming” about money, look at your recurrent patterns of behaviour and experiences

The 1st step in letting go of old beliefs is simply to identify and thus illuminate them (beliefs vs truth)

2nd Step: Decide whether you want to hang on to them or let them go…

3rd Step: Replace them with new ones

Anyone up for a money breakthrough tonight?

Money beliefs exercise

• Sitting face to face, eye to eye, deep breaths, relax

Q. What is your main self limiting belief about money_________________?

A. My main self limiting belief about money is_____

Q. Do you choose to hang on to this?

A. Yes/no – “I choose to let this belief go”

Q. What would you like to replace it with?

A. I am replacing this old belief with ___________

Q. Whats the best way for you to reinforce this belief over time?

4 Step Formula To Doubling Your Income in 6 Months or Less

#1. Increase Number of Incoming Enquiries- The 80/20 rule of marketing- Picking a niche- Effective Display Ads- Secrets for Getting Referrals - 2 Zero Cost Marketing Strategies

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketing

Our problem is not how to get more clients – its how to get more A class clients!

Market to 80/20 of non-users (93%) 40% - 60 % of population are suffering some sort

of pain or chronic condition If all practitioners in Australia were fully booked,

they could only accommodate 10% of these 20% who know what a standard appointment

usually costs, so… …don’t sell an appointment, sell a packaged

cure/result to the 80% of non-users To do this effectively, you need to offer something

special, something different, something unique…

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a niche

…offer a solution to a niche market

Why not to buy BritishPeople expect to pay more for a niche serviceCreate yourself as the expert – publish yourself,

be interviewed, give a presentationIdentify what is unique about your service and

market this to your nicheUSP – Unique Selling Proposition

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a nicheEffective Display Ads

PHYSIOTHERAPISTJohn Smith

APA RegisteredRehabilitation, Back Care and

Manual Therapy897 Smiths Road Smithtown

Ph 4409 6797

ATTENTION BACK PAIN SUFFERERSYou could be PAIN FREE within one month!

Unique 4 week program delivers amazing results for local people:

“I am gardening again after only 3 weeks of my program - incredible!” Mrs Kath Day-Knight 54, Ocean Shores

“I never thought I would be pain free again - this has changed my life for good!” Ray Charles, 63, Clunes NSW

“Your four week program has let me play football with my kids again - thankyou!” David Beckham, 36, Byron Bay

If you are sick of living with back pain, CALL NOW on 4409 6797 to book your FREE postural assessment to see if you qualify for our next 4 week

program!

John Smith Physiotherapist897 Smiths Road SmithtownPh 4409 6797

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a nicheEffective Display Ads

Components of an effective display ad:1. Headline, attention grabber2. Ask them to use their imagination3. Create Rarity (USP)4. Benefits5. Evidence (testimonials)6. Call to action, Irresistible Offer

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a nicheEffective Display AdsSecrets for Getting Referrals

Q: Why don’t practitioners get as many referrals as they could?

A: They don’t ask for them! Ask clients for referrals - do you have a

friend or family member who could benefit from our free newsletter/ free postural assessment/info night on back pain?

Email newsletter – educate your patients!

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a nicheEffective Display AdsSecrets for Getting Referrals 2 Zero Cost Marketing Strategies

Zero Cost Marketing Strategy #1: Present seminars and presentations to your target niche and

referral sources• Michael charges personal trainers to participate in his

workshops• Dual purpose of establishing expert status AND building

a client base• Personal training in-services

#1. Increase Number of Incoming EnquiriesThe 80/20 rule of marketingPicking a nicheEffective Display AdsSecrets for Getting Referrals 2 Zero Cost Marketing Strategies

Zero Cost Marketing Strategy #2:

Create PR, write media releases and contribute articles

www.ozmedia.comwww.ezinearticles.com

1. Frozen Shoulder - How To Slash Your Health Costs By Half And Recover Quicker

2. How To Cure Your Frozen Shoulder With These Easy Steps 3. How To Choose The Best Physical Therapist To Treat Your Shoulder 4. Sciatica Exercises That Work 5. A Torn Rotator Cuff Doesn't NEED To Mean Surgery

http://www.ozmedia.com/

http://www.ezinearticles.com/

http://ezinearticles.com/?Frozen-Shoulder---How-To-Slash-Your-Health-Costs-By-Half-And-Recover-Quicker&id=1046002

http://ezinearticles.com/?Frozen-Shoulder---How-To-Slash-Your-Health-Costs-By-Half-And-Recover-Quicker&id=1046002

http://ezinearticles.com/?How-To-Cure-Your-Frozen-Shoulder-With-These-Easy-Steps&id=1041262

http://ezinearticles.com/?How-To-Choose-The-Best-Physical-Therapist-To-Treat-Your-Shoulder&id=1064217

http://ezinearticles.com/?Sciatica-Exercises-That-Work&id=1059198

http://ezinearticles.com/?A-Torn-Rotator-Cuff-Doesnt-NEED-To-Mean-Surgery&id=1194202

#1. Increase Number of Incoming Enquiries

BONUS Marketing Secret: Because most practitioners NEVER

explore a niche or apply these techniques, there is virtually NO competition!

Your competition is lack of knowledge of practitioner services in the general public, NOT other practitioners!


#1 Increase Number of Incoming Enquiries#2 Increase Attendance Rate

◦ - 2 Basics of a 96% Attendance Record

#2 Increase Attendance Rate

2 Basics of a 96% Attendance Record(a) Eliminating non attendances

◦ Cancellation fees and policy◦ Fees go up; non-attendance rate goes down

(b) Conversion rate to appointments◦ Incoming phone script

Phone Script - Incoming Enquiries

Thank you for calling XYZ Physiotherapy this is _______ how can I help you? Hi, I wanted to know………………………………?Sure I can help you with that, what was your name please?

Great __________, thanks for enquiring. We have a few different treatment options depending on your condition – do you mind if I ask you a couple of quick questions?

I’ll just grab your full name and details for our records:Full name _____________________________________Phone _____________________________________Email _____________________________________

How did you here about us? Doctor referral source local paper friend internet walk past other (specify)_______________________________

Have you been to our practice before? If so, when and for what? _________________________________What is the nature of the problem? ________________________________________________________________________________________________________________________How long has this condition persisted for? _________________

For conditions like yours, this is what we do differently……………….. Of course every case is treated individually, but the majority of other clients with similar conditions find that they are pain free within ………… days/weeks etc.

Does that sound like the sort of thing that will suit you?........................

Well ___________________, the best thing for you to do is to come into the practice first and allow our Physio ………….. to give you an initial assessment. This doesn’t cost you anything, and from this point we will let you know whether or not he/she can help you and in what time frame we can have you better.

Are mornings, afternoons or evenings best for you?

Great, I’ve got timeslots free at _________ pm today, or _______ am tomorrow – which of those will suit you best? (don’t make it too easy for them to secure a slot)

Do you know how to find us?Great ___________, my name is _________ again, I’ll be here at the front desk to greet you and introduce you to our Physio. I look forward

to seeing you at (repeat appointment time and date)

Staff member:Date:Appointment time, date:



#3 Increase Average Fee

#3 Increase Your Average Fee

Lets do the maths…

Currently

$65 per session x 2880 patients p.a. (12 per day) = $187,200 gross annual turnover

Less fixed costs of $60,000 pa = Annual profit of $127,200

Then you double your fees

$130 x 2880 = $374,400 pa Your fixed costs stay the same, so Less $60,000 = Profit of $314,400 Increase in profits of 247%!

But let’s say you lose 25% of visits due to the price increase…

$130 x 2160 (9 per day) = $280,800 Less $60,000 fixed cost = $220,800 profit Still delivers over 173% increase in profits

PLUS clients get better service from you due to decreased workload!

NB if you lose 50% of visits due to increase, you end up with same profit but work HALF the hours


5 Strategies For Increasing Your Professional Fees

1. Avoid simply selling a session. Sell a package or a program, an experience or a RESULT

2. Always think of ways you can upgrade your patients to a membership eg. Back care classes, pilates groups, small group support groups

3. Limit access to you. Make them sell you on why you should take them on as a client. Stand your professional ground - “I only work with A class, committed clients”

4. Bundle services and programs. Eg. You need to have completed your initial back care program before you can be eligible for our advanced pilates membership.

5. Re-think WHO you are selling to. Is there someone in a better income bracket that you can repackage your services and sell to?


To put prices up by 25%, simply provide 50% more value per session then notice your feelings on it eg handouts, free ice packs or devices, comfort of experience. How can you add value to the session?

Patient compliance improves with value they place on the service




#3 Increase Average Fee #4 Increase Number of Repeat Visits Per Patient

◦ - 2 Strategies to Easily Implement

#4 Increase Number of Repeat Visits Per Patient

2 Strategies to Easily ImplementStrategy One: Increase number of episodes per

client • Lifetime value of your patient• What else can you help the patient with? Let them know

what else you can do for them• Supply information in last appointment ie. did you know

we can also treat xyz etc?• Educate your clients so that they know what you can do

for them and others!• Email database to keep in touch and front of mind, plus

offers and general articles

Strategy Two: Eliminate non attendances for follow up visits

Patient Compliance Script


THERAPIST: “Do you want to be rid of these symptoms?”

Patient: “Yes, of course. That is why I am here.”

THERAPIST: “Great! If you want to get better, you must come 3x per week so I can do X, Y, and Z. Any less than this and your progress will be severely limited. If you agree to work within this schedule I can confidently suggest that you will be pain free and functional within X time frame. Do you agree to this?

Patient: “Yes. I’ll do what ever it takes to get over these symptoms.”

THERAPIST: “Excellent. Now, there will be exercises that you must do consistently at home for this to work. Will you do this?

Patient: “Absolutely. If I know the right exercises to do, I’ll gladly dothem.”

THERAPIST: “Also, if you continue to run, therapy will not work and you and I will have wasted a lot of time. Are you willing to stop running so this can work?”

Patient: “I had a feeling that would be the case. I’m not sure if I ‘m ready to stop running.”

THERAPIST: “Where do you see yourself in two years if you don’t stop running? What about 10 years?”

Patient: “You’re right. I have a feeling if I don’t get this fixed now, I won’t be walking without pain in the future. If that’s the case, I wouldn’t be able to run at all. I agree to stop now so we can get this fixed the right way.”

• If you take a patient through a conversation like this on the first visit, you will see excellent compliance. Notice how the dialogue is free from commands from the therapist

• The therapist simply asks a series of questions that gets the patient to realize the importance of compliance.

• Note that should the patient not agree to your planned treatment program, you should relegate them as C class patients, and for the sake of professionalism, not continue to treat them.

• The therapist also gets agreement from the patient. An individual is much more likely to follow through on something he has agreed to do as opposed to something he has been told to do.


BONUS MARKETING TOOL:How to devise a 12 month marketing and

business plan for your practice in 10 minutes or less

Three phase marketing means you need to create four campaigns per year…Promotion – Follow Up - Referralspractitioners toolkit\Marketing Campaign Based Financial Projections.xlsx

Incoming Enquiries X Attendance Rate X Average Fee X Repeat Visits Per Patient = Gross Income

4 Step Formula To Doubling Your Incomein 6 Months or Less


Assume current figures of:100 A Class enquiries per month 70% Attendance rate$65 Average fee per patient5 Visits per month per patient100 enquiries x 70% attendance x

$65 average fee x 5 visits = $22,750/mth income

What if we were to improve performance on all 4 steps by 20%?

Step 1. Increase Number of Incoming A Class Enquiries by 20% (from 100 to 120)◦ 120 new enquiries per month

Step 2. Increase Attendance Rate by 20% (from 70% to 84%)◦ 120 x 84% = 101 new appointments per month

Step 3. Increase Average Fee by 20% (from $65 to $78)◦ 120 x 84% x $78 = $7,878/mth

Step 4. Increase Repeat Appointments Per Patient by 20% (from 5/mth to 6/mth)◦ 120 x 84% x $78 x 6 = $47,174/mth income

◦ $47,174 divided by $22,750 = over 2 times increase in income!



#3 Increase Average Fee #4 Increase Number of Repeat Visits Per Patient

A 20% improvement in each of these areas gives rise to over 100% increase in income

4 Step Formula To Doubling Your Incomein 6 Months or Less

Double Your Income in 6 Months or Less

Increasing your income by 100% is a result of relatively minor improvements in 4 key

area coupled with a shift in beliefs and mindset

Make a difference to your practice?Financial goals?Operate with less stress, and more enjoyment?Create a more fulfilling professional life?Tonight could potentially be a financial turning

point?Who has ever been to a seminar or training

course before, got all excited but failed to implement the ideas or strategies?

If you had Adam working on your practice with you for the next 6 months, would it make a difference to your outcome?

What would six month’s worth of coaching with Adam involve?Entrepreneurial mindset coaching Money mindset coaching Resetting beliefs and comfort zones Visions and values for your business Mission statements Business and personal goals workshop Life management and time management strategies Personality profiling

Marketing Coaching USP workshop Developing your niche Copywriting workshop Writing media releases workshop Speaking to small groups coaching session Developing a profitable website Online marketing strategy Newsletter reviews x 6 Ads written x 3 Media release reviews x 3 Copywriting reviews x 3

This full service business coaching package would consist of:

1. 6 x full day workshops with Adam: Value $1,650 x 6 = $9,900

2. 3 x on-site one on one sessions at your practiceValue $660 x 3 = $1,980

3. 12 x phone consults Value $110 x 12 = $1,320

4. 12 x email consultsIncluded with package

Total Value $13,200

$13,200

If this was free to 6 people….?

Hypothetical Situation:

Assuming you had invested $13,200 to be part of this program OR its equivalent, what potential increase in your business income would you aim for in the next 6 months? _________%

Your current annual income/turnover? $__________pa

What would this be worth to you in dollars? (potential income) $__________pa

What is the cost of doing nothing?Potential income- Current income=$____________

Lifestyle______? Happiness_____?

Conclusion?DO SOMETHING!!! One option is….

Six Months Intensive Coaching in Marketing, Mindset and Money


Entrepreneurial Mindset Coaching Money mindset coaching Resetting beliefs and comfort

zones Visions and values for your

business Mission statements Business and personal goals

workshop Life management and time

management strategies Personality profiling

Marketing Coaching USP workshop Developing your niche Copywriting workshop Writing media releases workshop Speaking to small groups

coaching session Developing a profitable website Online marketing strategy Newsletter reviews x 6 Ads written x 3 Media release reviews x 3 Copywriting reviews x 3

This full service business coaching package would consist of:

1. 6 x full day workshops with Adam: Value $1,650 x 6 = $9,900

2. 3 x on-site one on one sessions at your practiceValue $660 x 3 = $1,980

3. 12 x phone consults Value $110 x 12 = $1,320

4. 12 x email consultsIncluded with package

Total Value $13,200


Conditions of acceptance into this group: You will create the program as cost neutral within one month You will be coachable You will be fully committed to creating a minimum of 50%

increase in your income in the next six months with an ideal lifestyle to match

You will agree to offer your testimonial You must commence the application process tonight You will commit one full day per month for next six months You will commit two hours per week to work ON your business Your investment? Half of one standard session fee per workday $30 per workday + gst (5 day week) Paid weekly/fortnightly/monthly

Pay in full incentive save $1000 $2900 + gst


Application Process

1. Complete application form tonight2. Complete payment option tonight3. You have a 48 hour cooling off period4. You will receive your formal application questionairre tomorrow

morning5. Return completed formal application questionairre by 8pm

Thursday 11th September6. You will be notified of your acceptance by 5pm Friday 12th

September 7. You will then be given a selection of dates to choose from and

the program will start within four weeks

8. NB: Maximum of six will be accepted


how to double your practitioner income in six months

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