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Episode 6

Start With Why

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About this episode

Welcome to this episode of the Treat Your Business podcast.

Today we are going to be discussing why people don’t buy WHAT you do, they buy WHY you do it.

Key topics covered in today’s episode:

  • The goal is not to do business with everybody who needs what you have, but with people who believe what you believe.
  • If I asked you why your customers are your customers, what would you say?
  • When we play the price game, the short-term game to us as a business owner is great, it’s fantastic, but….
  • Why not the what, not the how?
  • What’s the difference between physio and pain management?
  • Why people don’t buy what you do, they buy why you do it.
  • Why you need to focus on the why, not the how.
  • If you weren’t in existence anymore, what impact would that have on the people you help?
  • How does your voice demonstrate and show the why?

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

  • 00:00:00 – Introduction to Treat Your Business podcast
  • 00:01:52 – The goal is not to do business with everybody who needs what you have, but with people who believe what you believe.
  • 00:03:16 – If I asked you why your customers are your customers, what would you say?
  • 00:04:52 – When we play the price game, the short-term game to us as a business owner is great, it’s fantastic, but…
  • 00:06:55 – Why not the what, not the how?
  • 00:07:55 – What’s the difference between physio and pain management?
  • 00:10:04 – Why people don’t buy what you do, they buy why you do it.
  • 00:12:04 – Why you need to focus on the why, not the how.
  • 00:14:10  – If you weren’t in existence anymore, what impact would that have on the people you help?
  • 00:16:04 – How does your voice demonstrate and show the why?
  • 00:17:25 – Resources

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. Welcome to this episode. And we are going to be talking about starting with why people don’t buy what you do. They buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe in what you believe. So if you think about your product and your service that you run, there’s probably what in fact, there’s barely a product or service out there that your customers are your patients can’t buy or get from somebody else for probably around the same price for probably around the same quality. And for around the same level of service. Lots of business owners that we talked to comment on feeling that our industry is saturated. Our industry has a lot of competition, in quotation marks. There’s there is a lot of people doing exactly the same as what they are doing. So there’s lots of physios out there. There’s lots of osteopath, there’s lots of Pilates instructors teaching Pilates classesand reformer classes.  There’s lots of massage therapists. And one of the biggest challenges well, how do we stand out amongst all of that noise? So the goal is to have a business where the people who visit you believe in what you believe. If I asked you why your customers are your customers, what would you say? Most people tell me it’s Well, it’s because, you know, I’ve been established for a long time, and I’m a really good physio. We have all of these different services within our clinic. You know, it’s warm, it’s comfortable, we’re really welcoming. And we really look after the patient and go the extra mile. Ultimately, you’ve got no clue why the patients are really your patients. Now, if you’ve got a team, and I asked you why your employees are your employees, the chances are you don’t know that either. You don’t know why, either. So if we don’t know this, how can a we attract more? More customers through the door and encourage more loyalty? And how can we attract more employees and more loyal employees through the door? When businesses are not clear on their sense of why. And often you start your business and you probably do know your why. And then life takes over. And that treadmill starts to go. And within about a year to 18 months you have completely and utterly forgotten why you ever started this business in the first place. So when businesses aren’t clear on their sense of why and why their customers or their customers, they tend to have to rely on what we call manipulation tactics, which is things like dropping your prices, running lots of promotions, fear based marketing. When we play the price game, the short term game to us as a business owner is great. It’s fantastic. gives us that really quick cash flow, or cash injection. But the clients, the customers get used to paying a lower than average price for your service. And then it gets really hard to get them to then pay more to pay what is actually your normal price. So this is why often we wouldn’t recommend that, as an industry that is in service delivery. And time equals money, we wouldn’t recommend that you jump on things like Black Friday offers, and buy one, get one free, okay, because it’s really hard for a patient to pay 25 pounds for that hours sports massage, and then next time they come and see you they pay 50 pounds for
exactly the same service. Because I can probably guarantee that if you do run an offer, you don’t give like a half as good service, you still will deliver a wonderful, really professional service to that person. But because you’ve paid played the price game, because we are trying to get more clients through the door trying to get some more cash injected into our business, it then becomes harder to get those clients to then associate the value of what you’re delivering at that higher cost. Now, the cost of our delivery. And it’s certainly in our physiotherapy and wellness clinic, the cost of delivery is going up, it’s really jumped up this year. So our margins are being squeezed the difference between basically what the patient pays you, and then all your expenses, that bit that’s leftover is getting smaller and smaller and smaller. But then this drives the need to sell more. So we get onto this price game where we then have to keep putting more offers out to try and get that cash injection through. And we just get on that cycle and it’s really hard to get off it. So we’ve got to connect back to you. Why not the what not the how first because that’s often what we do is the why is not to make money, because that’s a result of I mean your purpose, like your cause your belief. Why do you get up and do this every day? Why not go and get a normal job? When things get tough? What keeps you turning in every day? How do people benefit from you doing what you do? Where did that idea come from? Way back when when you decided to start your own business. So many people in our industry talk a lot about the what and the how. So in lots of marketing that we see whether it’s on social, whether it’s their website, whether it’s ad copy somewhere, whether it’s posters, flyers, it’s very much about the promotion of the what and the how. So physio, osteopathy, manipulation, manual therapy, taping Shockwave, that’s allthe what on the hell Okay, so they say we are physios we use mobilisation, soft tissue therapy and needling to help you become pain free. Do you want to book What if you said we believe no one should have to put up with pain. We believe everyone should have the opportunity to be the best version of themselves they can be. The way we show this is by making our treatment totally bespoke and tailored to you in a warm comfortable safe environment that focuses on finding the cause, not just treating the effect. We are physiotherapist specialising pain management would you like to  book Can you see the two distinct what the distinct difference between first of all saying the what and the how we are physios? We use mobilisation, soft tissue therapy needling to help me become pain free. Do you want to book what we’re doing there is we are trying to show them the how we can get them the solution that they’re looking for solve the problem that they’ve got. But we’re talking at it from from our level of understanding. We know when somebody has back pain that we probably want to do some mobilizations, we probably want to do some soft tissue therapy, we might want to do some dry needling or triggerpoint. needling. But that doesn’t resonate with what the client thinks that they need because ultimately, the client doesn’t know what they need. So they have to buy into the why. If you then said to somebody or you’re on your website, it said, We believe no one should have to put up with pain. We believe everyone should have the opportunity to be the best version of themselves they can be. Hmm,
this sounds interesting. The way we do this is by making our treatment totally bespoke and tailored to you in a warm, comfortable, safe environment that focuses on finding the cause and not just treating the effect. We’re a physiotherapist specialising in pain management Would you like to book a totally different message? It starts with your why people don’t buy what you do. They buy why you do it. So they’re not buying, believe it or not 12 Pilates classes, five reformer sessions, or three massages, they’re buying themselves out of the problem and into the solution. But they often don’t know what the solution is that they need. So if we’re very focused on the what and the how we’re going to miss a lot of people who don’t know that,  what and how is what they need to get the results that they’re looking for. If you had 100 People lined up outside your clinic, and they’d all got they were all your ideal client, when I say that they are, they are the type of person with the right sort of demographics with this right psychographics, which you are like, that is who I love to treat that is who I want to treat all day long. And the lineup outside the clinic, and they have at this 100 people and they all have back problems. Okay, a new skill along the line and you say to them, what is it you think you need to solve that back
problem? Most people in that queue 95%, I would say if not more, will say things like, I probably I probably need to like move more, I might need to do some exercises, I probably need to YouTube some exercises from a back or maybe I need to go to the GP probably I probably should get an x ray
and probably take some pain relief. Maybe I could use a hot water bottle on it. Most people in that queue are not going to say, ah, what it is that I need is mobilisation, soft tissue therapy and some dry needling by a physio, they don’t know the what and the how they are just in their zone of pain. They’re in state A, and our job is to get them to state B. But we can’t just sell the what and the how, okay, we have to be focused on the why the why we do what we do. And if we are only focused on the what and the how 95% of people who walk past your clinic who read your marketing, who connect with your Facebook stuff, will probably won’t even connect with your Facebook stuff. It just won’t resonate, it won’t connect with them, because that’s not what their brain is looking for. Okay, so, to the outside world, Pilates and Yoga does exactly the same thing. Most people call it Pilates, they don’t even know how to say it. Massage and physio is basically the same physio and a sports physio is exactly the same to the outside world. So most people say most of them think when you say I’m a physio, that you are the person that runs on the pitch with a bucket and a sponge isn’t a judgement, that is fine. We we do do that in some areas of our work. I mean, I hope we don’t run around with a bucket and sponge
anymore. But I definitely did years ago when I was a physio at a rugby club. And but people think Macedonian physio exactly the same thing. People think hypnotherapy and Reiki and reflexology all the same thing. So we can’t keep promoting the what and the how, because it doesn’t resonate with people that don’t get it. So I want you to think about why did you start doing what you what you do now in the first place? You can’t look ahead to get this answer. You need to look back to discover this answer. And brainstorm like why am I reading this? Why do I not go and get a normal job? What is this? What is the passion? What is the driver behind me running this type of business in this industry? When things get tough? As I said before, what keeps you tuning in every day? How do people benefit from you doing what you do? Like if you weren’t in existence anymore? What impact does that have on the people that you help? And one of the things I always say to my team is that if we had to put a notice on our clinic door that said due to unforeseen circumstances, case of our physiotherapy and wellness is no longer open. What impact do we make in our community? And we always check back in on this question. And I always check back check back in on this because am I playing the big enough game if we’re not making a big enough impact, but be always still focused on why we’re doing it? And we want to create a place where our community feel like that they are supported, they are nurtured. They are looked after they have a break from the busyness and craziness of life they can into a very professional setup that is really well run, and that they are completely looked after. And so I know that if we didn’t turn up everyday and do what we do, we would make a massive hole in a lot of people’s lives. And when you feel like that with your business, it makes you want to step up, it makes you want to play bigger game, it makes you not want to give up when we hit the pandemic, the option for a lot of businesses was just to have to give up. There was absolutely no way I was going to give give up on that business because of the impact that we make on our on our community, and the why we do what we do. Where did your idea come from around running this business, because there will have been something somewhere that started this idea that kind of planted that seed and that seeds germinated over a period of time. And now we’ve got like this wild forests that were completely out of control with, and we’ve forgotten about what that seed was that we originally planted however many years ago? And does your marketing, does your voice demonstrate and show the Why are you too focused on the what and the how. Because for you to stand out amongst the noise, you need to be seen as the experts at working with a certain type of patient problem pain, anxiety, or whatever. So that people can connect at that level with
your marketing, and instantly realise that this is the right person that I need to go and work with. What you stand for has to shine through in your business because for most of you, you are still the face of your business. I’m still the face of my business, even though I work clinically only One short day. I’m still the face of the business. So there has to be that why that comes through. So take a moment to brainstorm when you’ve gone make yourself a cup of tea or coffee after this episode. And take a moment to brainstorm why is it that I just don’t go and get a normal job. What is keeping me running this business? What is the passion because it’s in there somewhere. It’s just been battered down by everything that’s gone on in your business and in your life since you started and open your business. So thank you for tuning into this episode. I look forward to seeing you in the next one. Take care. 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 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 Jane dot app. We’d love to meet you and see if Jane is the right fit for your practice.

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