5 Ways to Reduce the Churn
Unveiling the Emotional Cycle of Change and understanding your clients' emotional journey is the key to reducing churn.
Welcome to this week’s Client Spotlight episode of Treat Your Business podcast with Katie Bell and Emma Turner.
Emma is a Physiotherapist and also a client of Thrive on the Platinum Programme. In this episode, hear how Emma has gone from wanting to throw the towel in on her business, to now thriving and spending golfing holidays in Portugal.
This week Katie and Emma will be discussing:
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Emma Turner: Okay, so we’ve had the clinic since 2010. In we treat people in my local area, and we treat a range of people but I would say probably our biggest client base is probably over the 40 year old Mark expendable income people. We have quite a lot of existing clientele because we’ve been around for so long. The clinic was doing pretty well for the first seven years, I would say and then it plateaued. And obviously things happen, whether it’s external factors or stuff that’s going on personally, and I think I lost a little bit of love and motivation for it. And then that’s just a vicious circle. And I reached a crossroads last year, unfortunately, my my mum passed away and I think I was probably looking for something to take my mind off of it and I think the clinic was my number one go to and we were struggling I was ready to kind of throw the towel in to be honest. Because having time off when my mom passed away we just didn’t have the financial backup for that. And you popped up on my Facebook feed and the rest is history. Yeah, and and I got the help that I needed in the nutshell.
Katie Bell: Yeah, yeah, so me you run a like a multidisciplinary clinic don’t
Emma Turner: you got weird we’ve got Yeah, yeah, we have physios sports massage therapists, sports therapists. And that’s what we did have. And since joining thrive, we’ve now got Pilates classes. And we’re about to take on a women’s health physio as well.
Katie Bell: So good so good. When we think back to our original call that we we got on together, didn’t we? I mean, you reached out you Yes, hell yeah. No idea. Yeah. That point I remember as chatting You know, you’d gone through personally a huge challenge. Yeah, all come out of COVID Bloody and frazzled Yeah.
Emma Turner: Yeah.
Katie Bell: Yeah, a lot of business owners really lost the love for what? For what we did. Yeah, I can run with that it was a huge challenge. And you kind of knew I remember talking to you that yes, it was a distraction perhaps at the time. But you knew you needed something different.
Emma Turner: Massively? And what yeah, we Yeah.
Katie Bell: What kind of led you to think that,
Emma Turner: um, financial number one, just every day being stressed every day looking at what was in the business account what was going out. And I’m sure everyone that was in my situation, you know that you need money to be able to, to do these things. And it’s not there. That you’re young, the mindset gets affected because you then you know, every day you go in, you’re in a bad mood. Because you’re just working and working and working and you’re not getting anywhere. And in the, in the end. What’s the point? What is the what’s the point of working and working and working and never getting anywhere?
Katie Bell: And so you can you’ve reached this crossroads
Emma Turner: and that situation? Yes. Massively. Yeah. I was ready to. To get to sell it. Really? Yeah, yeah. Yeah. Because I could not, I could not deal with the stress for much longer. And I’m sure my, my partner definitely couldn’t put up with, with me like that. Yeah, I was ready to go and work in the backyard. I was even gonna go and work, you know, work it out the back garden, or go and go and find a job somewhere else. That’s yeah, it was that bad.
Katie Bell: Yeah. Wow. And so completely random lay my face popped up on your Facebook. Yeah. And we you decided to reach out because what we do is we just offer people a, like an audit marketing call. So we just jump on a call and we talk about your business, where it is now, what the biggest challenges are, where you want to be and what is stopping you from getting there. And can you remember back to that call? What what do you remember about kind of, I guess that first the first contact that we made? What what realisations did you have?
Emma Turner: Um, so I remember. Remember, everything we spoke about, and just everything was almost like a tick box. She was, you know, you were talking to me about stuff. And I was like, God, that’s, that’s me. That’s the clinic. And just, it was weird. It was almost like you’ve been spying on me. So here’s how. Because you, you hit the nail on the head with everything. And I, the help that I needed to thrive was 100%. That, and I knew that from the get go. Yeah. From from our conversation, I knew that that is everything that you said that you that you could provide through Thrive was what I needed. And, and
Katie Bell: God, the biggest challenge then, and it wasn’t, I remember was having this chat was you were like, This is me. Yes. Yes. I need Yeah, I need that. Yeah. And then it was the but
Emma Turner: yes. The it was the financial commitment, because we were living I was the business was living day to day and barely, barely living day to day. And obviously, then you know that that level of coaching is going to it’s going to cost. And yeah, and yeah, figuring out how I was going to pay that was was the Bob? Yeah.
Katie Bell: And what What process did you go through and in your own mind to? Because that, you know, I think what’s really important with any coaching and this is this is absolutely not about me. But it’s about coaching in general, is that coaching has to be seen as an investment. It’s it is probably the single biggest investment you’re making yourself. I would probably say ever. But it has to be done with a strategic kind of risk, looking at where your business is now where you want it to be. It isn’t about putting yourself in a position where you’re never going to be able to eat and you’re going to have to sell your house to be able to do it that isn’t when you should be investing in coaching. But it is about taking a calculated risk. is with the right people. Yeah. And how did you get yourself over that barrier?
Emma Turner: Um, I think, obviously discussion with my partner. And I think we basically said, right, well, until the changes start to happen, whatever changes they would be, I have to do this. And if I need help, financial help initially from elsewhere, then that’s what I’ll do. And that’s what we did. But we literally, I needed. I don’t even think I needed help. Two months down the line, because those changes had already started to happen. And I could already afford it was that quick.
Katie Bell: Amazing. And so So you did take this massive leap of faith? And I remember, yes. event in Sheffield, and you were pretty brand new into the programme that weren’t you and you came? Came for a day? Yeah. You met? And, yeah, what I, what I love about you, is that you are, I know that you’re a dog person, because I know you’ve just got a puppy your puppy started on our Instagram last week, I had a dog person, but what is that? Dog people and a dog person that in coaching, they are telling me what I need to do? I’m just going to go and do it. Cat people like to go tell me what I need to do. I’m going to think about it for a bit. And then I’m going to do it. Maybe? Yeah, what’s great about you, is you literally have just followed the process, everything that we’ve asked of you to do. Yeah, have gotten done. And you you challenges your question as you want to understand things, but you ultimately do you, you, you make it happen. And as a result of that you saw changes really quickly in your business, didn’t you?
Emma Turner: Yes. Yeah. Massively. Yeah, I think I think the thing that resonated with me to start with was that you are a physio yourself in a physio clinic. So you understand exactly what what we go through. That was number one. And number two, the things that you started to explain to me and show me, I could see where the issues and I just needed to take that leap of faith really. And and because it already started to make sense and make a difference. It’s it. It’s so much easier to then go. Okay, well, that’s what I’m going to do. Yeah. Yeah. And you know, me continue to do it,
Katie Bell: that we had to get like we had to change some stuff in your business pretty quickly.
Emma Turner: Scott? Yeah.
Katie Bell: We I your head, it’s hilarious. If people were to watch this now, like on Zoom, your head literally explodes when you find when you learn something about your business that you didn’t know. And we sweat a lot, don’t we? And then when we find things out?
Emma Turner: Yeah, there’s a lot. Yeah. Oh, yeah. Yeah. Oh, yeah. God, the financial stuff that the, you know, the, you know, you think that you’re earning money from your therapists. And you quickly realise that you’re not earning anywhere near as much as you think you were earning from them. So that that’s a massive realisation, and also realising that you the money that you charge it realising what your worth is, and what you are worth charging. And I think I think I was just in a small town, small business, I’ll do the same as them mindset. Rather than being in my line is my business. I’ve worked hard for it. We’ve got quality therapists here. We were here to help people and knowing that worth doing it that way. Yeah. And having the confidence and the back that confidence comes from having you guys back us up. I think that makes a massive difference.
Katie Bell: And I guess confidence can let you know, we got clear on your metrics and your numbers very quickly. And we had a hilarious question. I remember Emma, right at the beginning, where we looked at some figures and I said that that person there is based you are paying her to work in your business like she is making you no money. It’s actually costing you to have her.
Emma Turner: Yeah, yeah, you were like, Yeah,
Katie Bell: I mean, I can’t even say the swear word now, because that would be slightly inappropriate. But it was just if He’s revelation wasn’t that?
Emma Turner: Oh, it’s Yeah, yeah. And that, that, I think if I’d realised that without being in, part of Thrive, would have probably just been me down to the garden shed and get in there. But being part of Thrive, you, you know, we we were given those tools and learn how to deal with that and how to change it. So, yes, yeah, it’s an eye opener.
Katie Bell: And one things I know that I’ve really enjoyed watching you, I guess, learn and become ever is this really confident
Emma Turner: leader? Getting there? You are.
Katie Bell: We all are, it’s always the journey for you. You know, you’ve had to have some difficult conversations. Yeah. You’ve had to get rid of people. Yeah. You’ve had to confront various things in your business. And you we’ve had to, we’ve had to kind of get you to learn how people work and how you can behave as a leader in a way that doesn’t have to be a confrontational way and how to manage your team, I guess, I’d really see a difference in you over the last, you know, sort of well, nearly nearly 12 months now. But deep, can you see that difference?
Emma Turner: Oh, yeah, I can. I, we’ve spoke about this before, but I had to get rid of someone recently. Because I, and I think in the past, I would just let him carry on and let him carry on. Because I’ll really still see in patients, and I’m still learning a little bit of money and all that’s okay. Whereas what I’ve realised now is he’s not the fit for the clinic. And I can’t I can’t have him here, because he he’s not easy, doesn’t form part of the vision of the clinic of the for the future. And I need to get rid of them. And I need to get someone that fits the clinic on board. And I whether this has gone too far the other way. I had no qualms issues, doing that at all. Whereas last year, I probably would have sat on my hands for six months. Yeah, so absolutely. And,
Katie Bell: you know, we know that we know the same, don’t we? No, we hire slowly fire quickly.
Emma Turner: Yes. Yeah. Yeah. Yeah. And that manual? Yeah. Yeah. And that’s, and it’s still working progress, for sure. But you, you keep you keep that ultimate goal at the forefront of your mind. And that’s what does it because because you
Katie Bell: are that you are the most important person in your business. The business has to serve you. And you take the risk, you have all of the costs and the expenses and the the challenges and the time and the worries at night. And we know that’s still happening. Absolutely. And as you grow your business and take your business to the next level, you will still have some relevance of that. But it’s about up levelling you and your mindset and your confidence to be able to deal with it in a in a much more manageable way.
Emma Turner: Yes, for sure. Yeah. Yeah. And a way that you’re comfortable with because I think you’re not taught to manage people, you’re not taught to lead people. And sometimes you can do it in a way that is confrontational because, of course, emotion, your emotions invested into your clinic. But learning to be much more objective and knowing what you want to achieve, it becomes easier to deal with that.
Katie Bell: Absolutely. And what what would you say in terms of the differences that you have the things that you have implemented, the things that you have changed in your last year? What What are your kind of three biggest takeaways, your three biggest changes that you’ve made that have allowed you to make more turnover, make more profit? Invest in yourself invest in a coach and, you know, be able to go to Portugal and play some golf?
Emma Turner: Absolutely. I think number one would be the the flywheel the whole learning about your why learning, getting your patient numbers metrics, Marketing, Marketing as being massive, I’m surprised I’ve managed to get to seven years to be honest. But getting the basics now, so numbers, marketing mindsets been massive. I needed a lot still need work on that. But, you know, changing that mindset. And the team around me learning about getting the team around me to be the right team around me. Then three big ones, because you are only
Katie Bell: you are only ever as good as the team as the people around. Yeah,
Emma Turner: absolutely. Yeah.
Katie Bell: And it fit for business owners that, you know, clinic owners, physios listening to this podcast, and probably on the way to the car wrestling the kids to school, you know, all those things going on what I’m sure people will be, you know, listening to this kind of really resonating with maybe where you were 12 months ago, you know, in your business? Where, where would you say you are now in terms of kind of did you did you envisage this happening within a year? What what are you making more turnover, you’re making more profit, you’re now managing your business in a better way. You’ve got much stricter boundaries. Did you see that as a possibility in a year?
Emma Turner: I know. No, I never in obviously, when I had the first phone call I had with you. I knew that it was the help that I needed. No, I know, I could never have imagined being where I am now. And then the sheer amount that I’ve learned in that time. I wouldn’t have imagined No, no, I think I think I think you Yeah, you can’t imagine had been had been that change in in a in such a quick period of time. But it’s not only that, it’s the amount that you learn and the confidence that you get from it as well. And clarity of where you’re going forward.
Katie Bell: And you are a mom? Yes to a gorgeous girl and a dog mom to a gorgeous, yes. And you are a fiance getting married next year, and you have a clinic, you are a very, very busy person. And you know, yeah, it’s easy, isn’t it for me to sit there on a podcast and tell you all these things that you need to do and blah, blah, blah. But, you know, you have done this with a young child with a puppy with a growing clinic, you know, with personal challenges, and it is doable?
Emma Turner: Yeah, yeah, you’ve got Yeah, you’ve got to listen to you. I’ve gone from doing four days clinical a week to two days clinical a week. And we’re still earning more money than we did. And now I’ve got two, two days where I work on the clinic. And those two, I get techy when I haven’t got those days, because they’re the days that I know, are most valuable to the clinic. So they’re the days that are, you know, they’re not, you know, sometimes, you know, you can’t have we had them all the time, but they are my, my days where when, at the end of the day, I know that they will move the clinic forward. Absolutely. Because working not the days where I’m treating Yeah,
Katie Bell: yeah. Because that just is in fulfilment, though, do you aren’t just doing, you know, you’re just fulfilling what what you’ve got coming in, whereas your business development type, you know, is about moving that business forward onto that next step? Yeah, I love it. And I’m hugely inspired by working with you. And I love to work with you because you are massively coachable, which makes it much easier for me. You are a doctor, which makes it even more easy for me just do what I tell you. And for others, who really resonate with your story, and and feel like oh, you know, that is me, and I need to make those changes and it’s really scary and I can’t afford it and I don’t know what to do. What would be your what would be your advice to them listening to this?
Emma Turner: I do it. If it Yeah, do it. I can’t I can’t say anything else. Really. It’s invaluable. absolutely invaluable. I wish that done when I opened the clinic, because well, I don’t know if you were coaching back then but it God, I can’t. I amazes me that we open clinics with that any of that information and then expect to get anywhere with it. It really does. It’s, it’s invaluable. It should be, it should be a necessity. Because it is, it’s the only way you move the clinic, your clinic forward, it’s the only way you’ll grow. And to have all those tools is, you know, it’s the only way to do it. Go and do it,
Katie Bell: do it, do it, go do it, whatever. What about what elements of the programme and, you know, I like I like business owners to really be clear when they’re looking for a coach when they’re like, You know what I’m gonna do it. And I’m inspired by on the story, what’s really important to me is that business owners resonate with who they want to work with and what Coach they’re going to go and work with. Because there’s lots of us out. Yeah, but what elements of the programme, do you think, have gotten you the results that you’ve got in such a short space of time?
Emma Turner: Um, I think, I think the I think the one the one to one coaching is, is massively helpful, because you can pick up on kind of the nuances of different clinics, so you can pick up on the way that I work the, the, you know, the issues within my clinic. So that makes a massive difference, because then we can focus on those areas. The mindset is huge. And the marketing side of things. There. There’s not I don’t, I honestly couldn’t pick one thing out, the only thing that I would say is because it’s health and wellness based, your specific to us, but the rest of it, I couldn’t pick really one specific thing out because it’s all so useful.
Katie Bell: Good. And, and I think that’s important, isn’t it that you feel part of a community? Yes, you feel you’re surrounded by clinic owners who are running businesses like you are, we had a retreat recently, we had a day in Sheffield, we’ve got another one coming up at the end of the year. And you you are in a safe space with people who get it?
Emma Turner: Absolutely. Yeah. Yeah. And you, you know that we’ve got a WhatsApp group, you know, where we can share things, ask questions. Yeah, and you get to know those business owners through the Zoom calls. So big because before that I didn’t have access to any of that. I didn’t know either based on a new the clinic down the road, which you know, which is where I left. So that’s not the easiest thing to strike up a relationship with, but to have other clinic owners, and you listen to people come on board, and there’s similar stories to what you’ve had. And you and you almost breathe a sigh of relief that they’re on board, because you know that those issues can be dealt with. Yeah, it’s, yeah, it’s got, like I said, I wish I’d done it years ago. And I might have more holidays in Portugal, then.
Katie Bell: You might never know you might have a really low handicap. Hey, where are we exactly. Emma, thank you for sharing your story and for being so open and so honest with our listeners, because it’s important that they hear from people in the trenches who are doing it day in and day out and seeing a note that they they can change things that there is help out there and they don’t have to just exist in that really kind of stressful state that they might be in. So thank you for giving up your time. Absolutely.
Emma Turner: more than welcome.
Katie Bell: Thank you listeners for tuning into this week’s podcast. I will be back next week with the next episode. And I look forward to seeing you all again soon. Thank you for listening to treat your business with Katie Bell, the podcast that tells you what you really need to hear and know when it comes to running a successful business in the health and wellness industry that gives you the time, money and freedom that you are wanting for access to our free 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.
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