“Hey, welcome back. It’s Scott Theaman here talking about sales, marketing, conversion and helping you grow your practice. Today what I want to speak with you guys about is a very important concept which every business should have, and it’s called the value ladder. And I want you to imagine your practice right now and think about all the services you offer, whether it’s PRP or stem cell or chiropractic or physical therapy or massage. I want you to think about everything that you offer, and then I want you to think about what do you have that you can give away for free? Maybe an ebook, some sort of ebook, right? That’s typically what you give away for free. Maybe a tee shirt, right? What is value ladder? Value ladder is if we take all of your services and map them out in ascending order.
Now the goal is always to serve the patient where they’re at. And what we want to do is we want to get them to come into the value ladder, and as they spend more time with you in your practice, is to ascend them up the value ladder. So all the way at the top, maybe this is your stem cell therapy, and maybe this is $7,000 for a knee, right? And all the way at the bottom, maybe we have the free ebook. And somewhere in the middle we have something else. Maybe we have PT, right? So as they ascend up the value ladder, you’re serving them at a higher level, and they’re paying you more money, because it’s of more value to the client, right? So I’m shocked at how many people don’t have this outlined. And whenever we begin a marketing campaign, we need to start with the end in mind. And it starts with clearly identifying your value ladder.
Now something else I want to bring to your attention, which every business should have, is a continuity program. This means that every month or every week, typically month, we are charging the client. This produces a predictable monthly recurring revenue. So let’s say that this is some sort of a care plan for chiropractic, a three-month care plan. And let’s say that this is $2,000. And let’s say it’s five payments of $400, right? Now we have a predictable monthly recurring revenue. So it’s really, really clear.
And you may have all this stuff floating around. Oh, we do PRP, stem cell, PT, chiro, massage, this and that. It may all be floating around and you know you offer it, but do you have a process and a system in place to properly ascend the client up the value ladder and serve them and maximize your business growth? That’s what this is all about. So I hope this makes sense to you guys, and I look forward to speaking with you in the next video. Take care.”
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