[smart_track_player url=”http://traffic.libsyn.com/sellingthecouch/14_Casey_Truffo_Final_Edited.mp3″ title=”14: How To Run a Successful Therapy Business” artist=”Melvin Varghese with Casey Truffo” ]
Hi There!
I am excited to share with you this interview with Casey Truffo! She shares so much valuable information that will help you determine where to focus to turn your practice into a business. Also, I have a special surprise for you at the end of this episode. Be prepared to take action so you don't miss out!
Casey Truffo is a Licensed Marriage and Family Counselor. She opened the Relationship Center in Orange County, where she runs a successful practice. She also devotes her time to helping therapists be the CEO of their business.
A successful private practice needs to be thought of as a therapy business. This forces us to step up and be the CEO of our business.
5 Ingredients to Having a Successful Practice:
1. Know your numbers (conversion rate, length of stay, etc.)
-If 10 people call, how do I respond? Do I return the call? How many do I talk with right away, and how many become clients.
Insurance based? 60-90%
Cash only? 30-60%
Conversion on the intake call is critical to the success of your practice.
A therapist Casey called had a voicemail message that said, “I will return your call in 24-48 hours and if I don’t, call me back.”
In her own practice, Casey creates a custom voicemail each day, stating the date and the fact that they are in the office. She also lets people know that they can immediately book an appointment online, or they will get a call back within 2 hours. Casey created this habit every day because she feels like it is that important.
We need to get over our fear of being on the phone. Statistics show that the first person that answers the phone gets the customer.
2. Business strategy – who are you called to serve. These days you must specialize. We need to know what clients are wanting to pay for help with?
How you handle the question “How much do you charge” figures greatly into your conversion rate.
Every practice should be prepared to answer the following questions when they answer the phones:
- Do you take insurance?
- How much do you charge?
- When can I get in?
- Do you have a sliding scale for charges?
You need to be in charge of that conversation. Don’t get caught just answering the questions. Take charge of the conversation. “I will be happy to answer that for you, but first can you tell me a little bit about what’s going on, to make sure we are the right place for you?”
The Empathy Map is a set of quadrants where we ask questions about our client. By asking questions as what do they like, what do they dislike, what do they need, etc. you get to the language of what is going on in the client’s head. Then it shapes the marketing plan. It then helps you answer the question of 1) will they pay for help for this problem and 2) where are they going to hanging out so I can get to connect with them.
3. Create a plan for growth – either marketing or leverage
How do I attract the people I want to serve to my practice? If I am already full, how am I going to leverage my time to take more per hour and help more people. This becomes the plan and then things start to fall into place.
4. Create action steps for the growth plan
5. Where do I fit with the rest of the world and success? Do I have limiting beliefs? “We can’t see our own backside.” It’s all about perspective. This is why 2 practices with the identical marketing place can have 2 completely different levels of success.
It is important to have systems in place in any business. The definition of a system is a set of procedures you do repetitively to provide a consistent result. Success isn’t always about marketing. It’s also about setting up systems. The more systems you can have for each aspect of your business and then document the systems. You will get amazing results and your clients will get a consistent level of service. Ultimately systems allow you to measure how you are doing.
How do you measure how happy your clients are? 50% of clients leave therapy before their goals are met.
What are the best ways to market a practice at the local level?
So many therapists have left the community for the internet. This leaves a huge vacuum in the community. As an introvert, Casey had to learn how to reach out and connect with her community. She found that by doing speaking engagements where she tried to start a conversation, rather than talking at them, worked so well. Her formula for her speech is “How to __________. What does work? What doesn’t work?” She is always able to interject that talking with a therapist does work, and provide some resources. When you do this, it is important to have a process to move someone from audience member to client. A free consultation offered from the stage gets them into your office where you can have a real conversation about what needs to change, what they would like to see change, and what happens if nothing changes. This can get anywhere from 10-50% conversion rate.
To find speaking opportunities, go back to the Empathy Map. Where is your target audience hanging out? Reach out to all of those places and inquire if they ever have events and need speakers. Come up with 2 titles for the same speech, and make one a little bit out there. Seeing which title people responds to also tells you a little more about your audience.
What is the biggest mistake practitioners make in marketing their practice?
- Trying to sell rather than serving
- Underestimating the amount of time it takes to market your practice.
Having data is important to make decisions about your business. It’s the only way you can validate what is working and what is not working.
Links and Resources:
I am giving away 4 copies of Casey’s book! To enter, go to www.sellingthecouch.com and on the home page, there is a way to join the Facebook group! Join the Facebook group to follow the contest and see if you are a winner!