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Episode 11

Becoming The Untouchable Expert

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About this episode

Welcome to Episode 10, which is all about becoming the untouchable expert.

Now if you have listened to the previous episodes, we have dug into the WHY:

  • Why are we running this business?
  • Why don’t we just go and get a normal job?

The second foundation that we teach is all about the WHO:

  • Who is it that we really want to work with?
  • How can we become this untouchable expert?

In today’s episode, I’ll be covering:

  • How to become the untouchable expert.
  • Why most people don’t know what they need to do to solve the problem they’ve got.
  • The fastest way to sell people what they think they need is to sell them what you think they want.
  • You get to decide who you want to work with.
  • The supply and demand curve and how to use it to solve your problems.
  • What makes you different in the coaching world?
  • Pilates as a pay-as-you-go model.
  • Pilates isn’t going to solve your back problem, but it will solve your posture.
  • When we figure out a unique way of working with our clients, you are in the driver’s seat.

Resources:

https://www.facebook.com/groups/thrivebusinesscoaching
https://www.facebook.com/thrivebizcoaching

JANE

The Treat Your Business podcast is sponsored by Jane. Jane is an all in one practice management software with helpful features like online booking, admin scheduling, integrated payment processing, and charting. But there’s more to Jane than you might think. The team at Jane cares a lot about the problems you face as a practitioner. One of those problems is the prevalence of no shows and late cancellations in practices.

So they’ve made it easy for you with a few simple tools built right into Jane. That includes the ability to implement an online booking payment policy, send out unlimited text and email reminders, and enable waitlist management features to fill those last minute gaps that were preventable.

Come and see Jane in action at Jane app. And if you know you’re ready to sign up, then you can mention the code Thrive1MO for a one month grace period on your new Jane account.

Book, chart, schedule, invoice, process payments, and run your whole practice online.

https://jane.app/

 

Highlights

  • 00:01:56 – How to become the untouchable expert.
  • 00:03:49 – Why most people don’t know what they need to do to solve the problem they’ve got.
  • 00:06:48 – The fastest way to sell people what they think they need is to sell them what you think they want.
  • 00:09:51 – You get to decide who you want to work with.
  • 00:12:10 – The supply and demand curve and how to use it to solve your problems.
  • 00:14:35 – What makes you different in the coaching world?
  • 00:16:42 – Pilates as a pay-as-you-go model.
  • 00:18:37 – Pilates isn’t going to solve your back problem, but it will solve your posture.
  • 00:21:03 – When we figure out a unique way of working with our clients, you are in the driver’s seat.

Transcription

You’re listening to treat your business with Katie Bell, the podcast for health and wellness business owners that want and need to give their business the treatment plan it deserves and needs so that you can create more time back in your lives to give you the income you deserve and work hard for and to create more freedom and flexibility in your lives to enjoy the things you love to do. Whether you are a physiotherapist and osteopath, a sports therapist or maybe a Pilates studio owner, I’m determined to share with you bite sized episodes full of tried and tested tips from my own real experience of growing a successful physiotherapy and wellness clinic and from working with many businesses to do the same. So if you’re tuning in and feel like you’re on a hamster wheel of patients admin, life constantly juggling working and being with the family, and feel like you’re doing a rubbish job at both not making the income you thought you would by running a business and generally feeling overwhelmed with everything that you have to do, then keep listening. The treat your business podcast is sponsored by Jane. Jane is an all in one practice management software with helpful features like online booking, admin scheduling, integrated payment processing, and charting. But there’s more to Jane than you might think. The team at Jane cares a lot about the problems you face as a practitioner. One of those problems is the prevalence of no shows and late cancellations in practices. So they’ve made it easy for you with a few simple tools built right into Jane. That includes the ability to implement an online booking payment policy, send out unlimited text and email reminders, and enable waitlist management features to fill those last minute gaps that were preventable. Come and see Jane in action at Jane app. And if you know you’re ready to sign up, then you can mention the code Thrive one M O for a one month grace period on your new Jane accounts. Hello, hello, hello. Welcome to Episode 10, which is all about becoming the untouchable expert. Now if you have listened to the previous episodes, we have dug into the why so the first foundation that we teach in our in our method, the flywheel method is really digging into the why why are we running this business? Why don’t we just go and get a normal job? The second foundation that we teach is all about the Who who is it that we really want to work with? How can we become this untouchable expert? How can we create the demand for our services by being the supply but only but stand out from everybody else because I’m sure anybody listen to this he was a physio and osteopathic chiropractor, a Pilates instructor. There is loads of us in where we run our clinic in Sheffield. There is I think seven other physio clinics on the same road. So we need to become the untouchable expert. And I want you to remember this. At the point of marketing, you are not an expert. You have no authority. And they don’t believe you yet. So when people engage with your marketing, and when they see anything out there about you or your clinical your studio at that very point. They don’t know you’re an expert, you have no authority and they don’t believe you. So what we see often that happens when our industry markets themselves is they market and they sell what they think people need. So they are very heavy in terms of marketing being a physio being a sports massage therapist being a Pilates instructor being a yoga instructor. And most people who are walking about in pain, with problems that we can solve. Most people don’t know that we are what do they need to solve the problem that they’ve got, they just know that we’ve got this problem and they don’t know what to do about it. And if I had a screen, it would be really easy for me to show you this. But I want you to try and visualise a circle on the left and a circle on the right. And the two circles meet in the middle and create like an oval where they overlap. Okay. Now the circle on the left is perception, okay? It’s what the clients, the customers, your patients think that they need to solve the problem that they’ve got. And then on the right is reality. And that’s like the fulfilment aspect of it. That is what we know as the expert, they need to solve the problem that they’ve got. Now the magic happens in the middle, which is where you can blend those two, perception and reality together and make the magic happen. And I’m going to go into and explain this a little bit more. When I bring clients into our coaching programme. When we go through a call together we do like an audit call Talk about their business and their marketing and the challenges and we go through loads of things that they can be doing right now to make changes actionable steps in their business. And I always say, what what do you think you need? What do you think? What, what’s your biggest challenge? And what do you think you need to solve that problem. And nine times out of 10, the clients will tell me they need marketing, they need to know how to do marketing. And in my head at that point, this is full transparency, and all my clients are saying, I love you, but you you are these people. And you know, you were nine times out of 10, I’m thinking, you don’t need marketing, you need to establish your business strategy, because how do you know who you market marketing to if you don’t know who you’re working with? You need to establish your ideal client profile, you need to look at your financial forecasts, because how many? How do you know how many clients you need if you don’t know, your budgets and, and it just goes on and on and on. But at that point, the perception is that, and you listening to this is that you need marketing strategy, you need marketing skills, you need to know how to go and get more clients. And I absolutely agree, a lot of us definitely need that skill. If I was to, at that point, tell the client or one of my customers to say, Okay, well actually, what you need is, we need to go through your 12 to five year business strategy. And we need to go through a financial forecast. And we need to look at your profit margins. And we need to create a budget and we need to do a cash cash flow forecast. And then we need to do a full unit oxygen blueprint around your ideal client. And then we need to remodel your pricing and your packages and restructure those. And then we need to look at your mindset as a business owner. In your head already, you’re thinking, Oh, my goodness, that is definitely not what I need. All I need Katie’s for you to just tell me how to do social media marketing. So you have this perception, I have the reality over here of what I think you need now. The fastest way people aren’t to their bank accounts is to just sell people what you think they need. Okay, so if let’s take this into a physio example, if you’ve got a patient who’s got knee pain, okay, they may or may not at that point know, it’s osteoarthritis. So we can’t even be specific enough to know that some clients will have had that diagnosis, they just might be struggling with a really stiff and sore and swollen knee that they’ve had going on for months, and it keeps coming and going and it’s worse in the morning and better as they get going, then it comes back at nighttime, for example. The reality is that, you know, they need to, we need to do some joint mobilizations, we might need to do some soft tissue work, they might that you might feel like they need to embrace it certain times, they might need a walking aid, they might not, they might need to do a specific exercise programme over 12 weeks to restore that range of movement, build that strength back up in their quads, and start firing their glutes because they’re not that they’re not active, or all of these things. But we can’t sell that to the client, because that’s not what they think they need. When somebody is walking around with a painful knee, their perception of what they need is completely different. They might think they just need to go and get an x ray. Or they might think that they just need to have it rubbed, they need a massage on it. Okay, they don’t know that they need myofascial release, Kinesiology taping and some acupuncture, for example. So instead, we’ve got to talk to the conversation in our clients head. And part of this is becoming this untouchable expert. It is being able to say this is who I am. This is who we work with. And these are the problems that we can solve. makes you stand out from just saying Hi, I’m Katie, I’m a physio. It doesn’t separate you from the pack. People don’t buy stress relief. They don’t bind anxiety relief. They don’t buy Pilates classes, they don’t buy physio sessions, they don’t buy massage sessions. They’re buying themselves out of a problem that they’ve got. So they’re buying themselves out of the fact they can’t. Let’s take a women’s health patient for example, they they might be coming in because they their fear of leaving the house and not knowing where the the nearest bathroom is going to be. Because they’ve never been able to recover their pelvic floor function properly after having three children, the fear of them being able to leave the house because they don’t know where the nearest toilet is, is so great, that they’re not buying the physio session off you. They’re buying their way out of that problem. The solution to that is you might want to put them on a power chair, you might want to do Kegel exercises with them, you might want to put them through a full six week online programme, they might need to do 12 weeks of Pilates, they might need a pessary that there’s a million different solutions. But at that point, the client doesn’t know what that’s what they need. So I really urge you to start thinking about who it is that you really want to work with. Because you get to decide you You are the creator of your business, you get to decide who you want to work with. And for those of you who are listening, who perhaps are working with people who maybe don’t like to up your fire, and who maybe drain you of energy, and there’s nothing wrong with saying that, that we will sometimes, depending on how we are feeling attract the wrong type of person into our business. I like to call people in your life, not just patients, but in your life. Generally, they are energy vampires on all Dementors if you’ve ever watched Harry Potter, they’re like those ghuli ghosty things that Swiss round and like suck your soul out. They are the people that drain your energy. And there are you I know all of you will have some of them in your life and perhaps on your client and your customer list or in your classes. But you get to decide. It comes from you deciding who you really want to become and who you want to become known as, do you just want to become Sophie, the plusses instructor in Chelmsford? Or do you actually want to become Sophie, the person who helps horse riders, be able to recover quickly from whatever’s going on with them. And you do that your solution is through a Pilates method. Do you want to be known as the physio that is an expert at working with people who are in pain and injured or want to get back to moving better, feeling better and living better? And you do that through a three step programme? It sounds so much more enticing than just I’m just a physio, I’m just a massage therapist, because at that moment, 5% of people will go, oh, yeah, that’s what I absolutely need. And 95% of people will go I don’t know if it’s Pilates actually what I need to solve this issue of got with my pelvic floor, or the fact that I can’t leave the house. So I want you to really start to think, who do I love working with? When I open my doors? If I if I could have a line of these people queued up outside that wants to work with me? Who would they be? What problems do they have? And how best? Can I help solve those problems? If we are trying to be the jack of all trades and the master of none, we’re actually working against something called the supply and demand curve. Now, you might remember this back in maths in GCSE, yes. But the supply and demand curve is is how price is created and derived. And it talks about, it talks about quantity, it talks about supply, and it talks about demand and how your price goes up and down based on whether there is high demand for it and a low supply and vice versa. So take the fuel example. Okay. The we’ve just gone through a huge big while we’re still in it where Russia is at war, you know that Ukraine is at war with Russia, we’ve had a reduction in our fuel supply into the UK. So the demand for fuel is high, the supply is low, and what happened to the price it got pushed up. But what if we could create our own demand? Now there’s two ways I think you can create demand, you can pump out content all day long, and build a massive audience. Okay? Look at those influencers out there that are pumping content out all the time to build their audience. That’s one way of doing it. The second way is that you could be the only one that offers your service in the way that you do. Now, that doesn’t mean that you have to reinvent the wheel. I always like to offer you complete honesty and transparency in these podcasts. But when I’m coaching, it’s not that I’m quitting. I have something called the firewall method. Okay, I take you through a process. And that process I have developed I have put together, it goes through a certain system, and it helps cover all the things that I think you need in your business. Everybody likes a process. Everybody likes the method, all the things in that person process in that method, completely unique and never been heard of now, you could probably Google it, you could probably find ways the way I teach it will be different. It will be unique to me. But nobody else has the flywheel process. Nobody else owns that method that I have. So the demand comes because well, I am the supply. I am the only one that can supply that method to solve the problems that you guys have got. So when I’m different, it makes me stand out. When we’re marketing ourselves, we start thinking about right at the beginning of your marketing message needs to it needs to be you establishing your primary and your secondary and your tertiary messaging. So your primary messaging is kind of who you are, what you do and how you solve problems. Your secondary messaging is what makes you different and that can be link to some things that you stand for. Okay, so one of the things that makes me different in this coaching world is that there’s not very many females that are coaching in our industry, that there is not many UK based coaches, there’s a lot of US and Australia based coaches, and I absolutely cannot stand for the sales. I’m going to swear so I apologise, the sales bullshit that is out there in our in our industry, this whole, you know, send this email funnel out and we can guarantee you 50 new patients in a week, there is so many more elements to what makes a business owner a successful business owner and what makes a business’s success, that what I stand for is professionalism is integrity is honesty, transparency, and no sales, Bs. So that is what’s important me that’s my secondary messaging, or tertiary messaging is things like I own a dog called Toby. I love. I love experiences, I love going to I love travelling, I love going to find fine dining places with our friends, we have it, we have an account that we pay into every month called the Michelin account, and we go on spurge, a splurge it all on one amazing meal, and seeing chefs at the top of their game. That’s my tissue messaging, and what’s makes me different, hopefully, what makes people think I’m a normal person. So how are you different, what makes you stand out amongst all those other Pilates instructors amongst all those other physios who are essentially doing very similar things to you, but what what makes you different, you can be the only one that offers your service in the way that you do doesn’t mean you need to reinvent the wheel. So I want you to think about the your pricing system, your pricing model that you’ve currently got. If you work in in on a pay as you go model, so that means that you’re just if somebody comes in, they pay you money, and then they leave, okay, then they just walk in the next session and the pay that they come in for one class at a time. That’s a pay as you go model. My first question is I want you to think about is how does this solve someone’s problem. If I am a mom of three, with a diastasis, and a pelvic floor dysfunction, it’s limiting me in being able to get back to running up being able to jump on the trampoline with the kids and fly around the garden and be able to just leave quickly the house and not worry about where the nearest bathroom is, for example. How does coming in to see you and you only offering me that one session, that initial assessment, and then it’s another session just a week later, or maybe two weeks later? How does that solve my problem? How does that facilitate my recovery? How does that enable my recovery in the best possible way? Is this very creative? Because what we often see is that life gets in the way for people. So weeks later, they’ve had to cancel because the baby gets ill or the child gets ill or they have to go pick the child up from school we’ve you know, this is real life these things happen. And their health gets pushed on the priority list. How does it create a market of one when you’re doing exactly the same as everybody else and I we have some things in our clinic that we stand for and that’s in Pilates, I absolutely do not believe in one off sessions. I don’t believe that you can come and do a Pilates class and genuinely have your problem solved. Don’t get me wrong, I think you’re gonna feel better, I think you’re probably going to walk out a little bit more body aware. And I think you’re going to feel good to have those endorphins kick in. But it isn’t going to solve your back problem, it isn’t going to solve your posture issue that you’ve got. So we stand for that we don’t let anybody do anything less than three months of Pilates with us. And if you want to do less than three months, then you need to go and find somebody else to work with. Because I want to stand out I want to be different and I want to enable our clients to get the results that they’re looking for. Pay As You Go creates a really high churn rate. So it means that you can’t predict your income week in and week out. It also creates low conditions for delivery. And what I mean by low conditions for delivery is when you’re only charging for like that half an hour, you feel like you’ve got to get you’ve got to give the world Haven’t you in that half an hour you’ve got to get dressed, you’ve got on the bed, you’ve got to do the assessment, you’ve got to do the treatment, you want to give them loads of hands on hands on time because you feel that’s really important. You need to create the exercise programme which inevitably has to get done afterward at night on the sofa watching Happy Valley and you trying to write your your notes and everything else at the same time. So we what we do is we give ourselves low conditions for delivery poor conditions for delivery. Now let’s imagine that that patient who’s got a diastasis pelvic floor issue three kids really busy mom time poor and that, you know they need to invest in their health and wellness. We know we need to enable them to get the results that they’re looking for and facilitate that What if they came in and they had a rehabilitation programme with you that was over three months, and you you had so many sessions with them. And they had some online stuff that was sent to them and they had it, I didn’t know that pelvic floor dome that they’ve got to do or whatever it is, it could be a whole programme of treatment. And they pay either upfront, or they pay in two parts for you, or they’ve got a subscription that they pay for six months, there’s many ways that you can, you can do this. But that makes you completely stand out, you’ve got this whole method of how you’re going to work with them. And when we create better conditions for delivery, and we build into the fact that you’re going to have to write them exercise programme, you’re going to have to spend some time thinking about how you want their Pilates one to one class to go, you know, you’re going to have to design that programme for them before they come in to see you. It gives you better conditions to deliver because you can build that into the price of your delivering your programme. When we figure out a unique way of working with our clients, you like the method, and the transformation is is unique. You are in the driver’s seat. We’ve got an amazing client at the moment, and she won’t mind me telling you about she’s a Pilates instructor. She’s also trained in hypnotherapy. And she’s also got nutrition qualifications. She has put together this absolutely incredible three step method, where she incorporates all of those skills and amazing abilities that she’s got to enable clients in weight loss. She’s very clear she only wants to work with people who are two who need to lose two stone or more. Her programme is not for people that want to lose less than that. And she has this three step, like overarching method. And she’s I can’t remember what she’s called it now. But it could be really simple as like three letters. But that is her method. Nobody else owns it. Nobody else has it. Nobody else works like she does. She’s completely unique in the marketplace. And what does that mean? That she is creating a market of one she is the supply to the demand. So her price has gone up. We need to refine and define your ideal clients. If we continue to focus on page and go short courses, lower priced appointments, then you work against the supply and demand curve, because you’re in competition with everyone else that’s doing exactly the same. So we’ve got to focus on solving the client’s problems first lead with value, charge, according to the value that you deliver. And really focus on becoming that untouchable expert. And I want you hopefully, at the end of this episode to really start to think who is it that really lights me up? Who do I really want to work with who do I absolutely love to see that transformation happen? Now when you’ve nailed what everybody always asked me this, but I’ve got so many people I want to work with. Fine, great, but there is enough work, and there is enough money to be made if you just chose one. Now, if your ego still can’t cope with that, get one working really well, and then expand. Because what we see so often is that business owners try to be everything to everybody, their marketing is completely confused. Patients don’t resonate with that, because you’re not speaking to the conversation in that client’s head. Because every every type of client going through a specific problem type of problem have different conversations in their head. Males and females have different conversations in their head around problems that they’ve got. So we need to refine and define the ideal client. And then we need to focus on how we’re going to solve the problems for them in a creative way, lead with that value, and then charge according to that value that you deliver. I hope you enjoyed that episode. Join me in next week’s episode where we’re going to find out what what you’re really worth, and how you can charge more and feel okay with that. If you want to head into our Facebook group, the treat your business Facebook group, you can head to the show notes and the resources below this episode. There is a link there, you’re welcome to come and join us. We’re a community of like minded business owners, who are all facing very similar challenges in terms of marketing time, impostor syndrome, fear of failure, fear of price rising in the current economy, and there is lots of masterclasses and workshops for you to engage with them. And we hope to see you over that. But I look forward to speaking to you in the next episode. Thank you for listening to treat your business with Katie Bell, the podcast that tells you what you really need to hear and now when it comes to running a successful business in the health and wellness industry, that gives you the time, money and freedom you are wanting for access to our free will workshops on how to get more clients in your business, how to make more income in the next 30 days. And to get more time back in your business and life, head to our free Facebook group today, treat your business or head over to thrive dash business coaching.com. All of the links are available in the show notes. Hey, there, this is Katie from the Jane team. If you’re new to the name, I’d love to introduce you. Jane is an all in one practice management software with helpful features like online booking, scheduling, charting, and billing. You’ll also be backed by a knowledgeable support team ready to help you every step of the way. Come get to know us at Gmail dot app. We’d love to meet you and see if Jane is the right fit for your practice.

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