Leads vs Efficiency

Every business wants more leads, that seems to be the common trend these days. 

“If I just had more leads” - a phrase I commonly hear… but the reality is you’d have the same problem on a different scale. 

Let’s break down why service based businesses like the ones coaches and rehab professionals run are in constant acquisition mode.

I’m a firm believer that the problems we deal with in business are a direct reflection of HOW we’ve set our businesses up. Now, this may seem like a no-brainer statement, but stay with me for a moment. 

The main reason rehab service based businesses constantly need more leads is simply because of how we structure our offers to service our clients problems. 

We sell sessions, those sessions solve ONE (not all) of the clients problems, then we send them off and wait until they have another problem, and repeat. It’s simple, semi-effective, but ultimately causes concern for businesses. I had this exact problem in my cash PT clinic, that was until I evolved…

Having recognized this issue early on, I knew there had to be a better way. Here’s a quick breakdown:

The old way of solving problems (package based model):

• Sell a client 10 sessions for, let’s say, $200 per session to make the math easy
• Overall, we collect $2,000 in revenue
• When the plan is done, we now need another client to fill the spot so more revenue can be generated (constant cycle, constant stress, constant headache)

Ideally, the client gets out of pain or solves their initial problem, but maybe they haven’t fully returned back to the activities they love yet. This leaves space to solve ANOTHER problem… that a session based model isn’t ideally fit to solve.

That was a lightbulb moment for me. 

The new way of solving problems (Performance Provider Growth Model):

• Sell the same 10 session package to solve the initial problem (get out of pain, for example).
• Collect the same $2,000 in revenue.
• Sell a complimentary service that is part of the overall solution but is delivered through a different (remote) service medium for $250/month.
• Solve a second problem that goes beyond “in-person sessions,” such as return to sport/activity. Let’s say this is for 6 months total.
• Collect another $1,500 in revenue that has potential to extend in a recurring fashion for another 3-6 months.
• Total revenue = $3,500

Now, each “lead” you get with this new model is almost TWICE as valuable to your business…

Still think you need more leads? Or do you just need a more efficient way to generate revenue in your business?