71: Objection Handling Framework(Part 2: The Objective Assessment)

You know I like my chicken fried the cold beer on the fried night a pair of jeans the fidget's right in a radio Oh I was raised underneath the shade of a Georgia pine and that's home you know sweet tea pecan pine home man why where the peaches grows and my house it ain't not much to talk about oh man I didn't even know that it was this part I just can't go back to Elport and a little bit of chicken fries cold beer on the fried night beer jeans the fidget's right in a radio oh then see the sun rise see the love in my woman's eyes touch up a precious shell and no mothers love it's funny how it's a little things in life that mean the most I can't I'm done bro I'm done on that one Yo right before this I was telling you I was like yo it is GGC live week we gotta come up with a hype song and I thought he was gonna go with something like old school rap I was thinking we ready by Archie uh he's ready oh man but I gotta get this guy all around it he needs to go all of it go go go we we home we're live in the studio right now and all of the stuff but you gotta have some here's some crispy audio upgrades dude I know you guys are usually listening to this but if you guys are tuning into the live YouTube stream for this podcast you check out Andy's dope ass new home studio we're working on it we're working on it we get that we leveled up dude we just unloaded a hundred pairs of sneakers over 400 books I just didn't you did I have a hundred pairs Jordans and stuff yeah gotta give I feel like I'm on MTV crib right now so that's like multiple stacks in the bottom prior to being a physical therapist I was flipping sneakers so around you if you have multiple pairs of the same model or do you have only like hey only one one of every single model one of every single model except one pair that I have like four pairs of what pairs that the Chicago ones like the classic Jordan okay yep the the high tops right yeah yeah and now it's just like I just tried to there are a couple that I like to like collect in a sense I don't think I'll wear it but I'd like the the symbolism behind the shoe so like one of them actually got gifted by then the owner of my detox one of the owners of you send me the Kobe Bryant Bruce Lee collab just like a dope ass shoe it's more like a piece of art than it is like a shoe that I would wear okay that's kind of what I look for now I'm like oh man like I got all the shoes that I pretty much want but there are certain periods of sneakers where I'm like I would never wear that you know just not my style but I appreciate it almost like like a piece of art I got you I was just say if you have like a hundred you could probably almost like wear a new pair every every three to four days man that's pretty much what happens it's like I go yeah I say go through but in when I was like what 10 years old essentially when I was growing up it's like I didn't have money right my parents gave us one pair of sneakers per year I would run through that shit in like three months playing tag and doing stuff around and instead like when a bombing a new pair of shoes so essentially when I was younger it was like if I had a hole in my shoe for like nine months every single time it rained I was fucked I would have went so and you know we were like poor by any means it's just like we were limited in resources so mom when you're gets me a pair of sneakers and I'm like you I'm not gonna wear this shit anymore I'm gonna sell it so I sold for like a $10 profit and I kept doing I kept doing I kept doing and I sold sneakers all the way up until I graduated physical therapy school and at my peak I was doing like 30 to 40k a year has a side hustle she's acting to act as I was bookkeeping dude that was ballad are you kidding like 30 or 40k in college that's like that's big one in that college that was like after college yeah yeah yeah yeah yeah yeah yeah I was working full-time as a PT aid so I was like doing like I would work from like 7 a.m. to like 3 p.m. where I would do 10 to 6 and I would work 40 hours I would go to night school to take like bio like a community college yeah we can't I would drive around to every single Nike store in Queens Long Island Brooklyn and I would just buy spend probably like five to 10 G's and buy as many sneakers I thought I could sell but the secret is essentially I plugged in the skew of the code onto eBay yeah I would check that would go on the side menu and check off like what is sold recently from that same skew and what the price was and I would look at the difference if I can make 20 to 30 bucks I would do like doing it yeah but essentially like I can make 20 or 30 bucks I wouldn't sell one I would sell them let me get 20 of all so I know you're behind bulk do you ever end up meeting like get like almost got like a mini warehouse or like kind of just a room just a stock called inventory yeah so essentially at the peak I was holding like five hundred something pairs at once in my parents place she's like my room was straight up shelves and boxes and even when I was in physical therapy school Brian will tell you I had a fucking wall I was sleeping next to a wall of sneaker boxes and it was like for me it was just like a way to one make money because like I growing up I was a punk ass kid I didn't want to rely on my parents for anything anymore so yeah I'm gonna start making bread myself so like around like junior high school and high school was making close like 200 to 500 a month I'm 200 to 500 a week and some weeks I would make a good thousand just all cash like sneaker forums craigslist all that shit yeah that's dope man my my thing while I was in college was I ended up learning how to cut hair and I feel like yeah yeah so I was did Pete's barbershop man but my apartment it was basically above another barbershop right next to the noodle bar at Rutgers but it's funny I basically like started like cutting for free just a bunch of my friends hair and then from there I was like I cool like can you pay me ten bucks and the people started paying ten bucks and then I got all the up to about like 20 25 bucks and then I carried that with me all the way into like PT school so while I was in PT school I was like cutting some of my like classmate's hair and everything but dude I will say though like that I felt like taught me a lot about just like communication so a lot of like when I did hear people that you didn't even know at some point yeah at some point because a lot of it initially was just my fraternity brothers you know I was just cutting them and then all of a sudden it's like they're like oh yeah you know like can you cut my my buddy's hair and because I was still like under pricing compared to the barbershop underneath underneath my apartment because like the barbershop underneath me at Rutgers is like probably like 40 40 bucks or so for a cut yeah yeah and so I was like I would always intentionally go like hey like it's 20 bucks or at the time when I was at Rutgers it was like 15 or so it's like dude it's like way less than what you would get underneath obviously you know it's like hey you know still brand new and stuff still get my repetitions in but it's like after you get them in they they see it's like all yeah it's like this guy kind of like it looks acceptable they're like oh yeah like I'll continue to come in but dude really that just kind of taught me a lot of just like hey like all right like how do you like shoot the shit right with somebody for you know like 30 40 minutes kind of just like catching up with them like even as a brand new person hey asking them questions kind of break the ice and I feel like that for me honestly played a lot into you know the first like two years of like starting up like cash free parties because love is really just like rapport building you know just like how do you like you know build build up these like small small skills and everything do what was the value stack back in the day where it's like yo I'm gonna give you a cut I'm gonna line your shit up and I also get a facial moisturizer there was no value stack back in the day man I wasn't I wasn't on any of that business sidepiece of it was just like hey man like you like it come through come back I would you know what I would do though I was still I would um so Snapchat was really big back in the day I was just like take a picture of it and put it up put it up on my story it was like you can't really back in the day I don't think you could do you can tag other people so it wasn't like what Instagram could do now where you tagged him when they repost it but that was pretty much about the extent of it man but yeah it was it was fun oh man guys it runs deep baby it runs deep before physical therapy you know you gotta I don't think people are naturally born entrepreneurs that's definitely the thing you can learn all these traits and abilities but there was it there was a guy Moniche Pabra and he talks about like what you do when you're 10 to 20 well we'll put you light years ahead of anyone else to try to learn the same skills when you're 20 30 or 30 to 40 yeah so if you think of like I always think about like man I watch these kids when I was doing your jitsu a lot from 10 to 20 years old I'm like everything that you learn to 10 to 20 years old it's like fucking riding a bike it's like second nature oh you see yeah I think you have this advantage if you've done some sort of random as business when you're 10 to 20 you know I think a lot of it also stand very similar to you where it's you know anything grew up in an Asian American household my parents like did not want to get me any kind of Jordan's or anything like that so when I when I played like high school basketball they would always want to get me like the conversation shit and like I didn't have any I didn't have any money back in the day so it was like hey whatever like basketball sneakers they got me for for school. I was like I got and so I was like the moment that I could start like generating some sort of money for myself So I like can buy like the shit that I want. I was like fuck yeah, like I want to do that But no, it was funny because even when you couldn't afford shit I remember like there was like a phase. I was like I was in a fifth grade I started stealing things from like the deli So like I would buy one airhead and I would have ten airheads in my pocket and then I would pass my own pieces I super show like that and those like a spot near our house that had DDR in a bag And then they had like the guy a Korean guy arcades in DDR in a bag in the front is so a bunch of miscellaneous things Yeah, I grew up in Woodside Queen. So it's like it's super Ethnicly diverse like I've always growing up Puerto Rican, Colombian, Korean, Indonesian Black like we had like everybody our pictures used to look like the United Nations But you know obviously you got this like cross-pollination of like cultures Yeah, and one of my friends is wearing a du-rag and I'm like, yo, I want to walk a du-rag So I went to that store and I couldn't afford to do right so I stole the du-rag I put it in my like put it in my hoodie and I I'm walking out the Korean guy grabs me from the back He pulls me I'm like what do you have in your pocket like what do you have in show me and I got this black and white du-rag as they split down the middle and I like pass it back to him He goes he just like so confused you Why why are you doing this But back then it was just like you would wear it and then you would put like a like an all-black Yankee hat on top of it or something Or you would put it back pocket now. It's a good cool thing to do But he looks so confused. He's like This is not for you brother. This is like your ears like not like that But I just wanted to rock it from like go it was just like one of those things that you watch like you know MTV or whatever and like BZ and say you got like people wearing du-rags and the fitted and I'm like oh man It's a fire look and then the fitted has to be like crooked on your head and just barely hanging on But it was just like man I I Think about that stuff and I'm like that that owner of we used to be a menace to him. So I was like yo I just feel bad for him. I feel bad I feel like as a owner of like a bodega or some sort, you know like low-communist or in New York You just probably see like the craziest shit and I try to go back to that convenience store Probably like when I had a fat gap year in physical therapy school Yeah, I wanted to just go back and give him like 40 bucks yo bro Station I'm like yo brother. I've still so many your heads from you. I'm so sorry Yeah, yeah, I was just like fuck. I don't want any bad karma. I'm gonna Anything that stupid I've done in a passive like try to think about how can I find that person to fucking give me Just to get back so I'll like like as an asshole Well, dude, look at you man. We we turned out alright, but yeah, dude guys GGC live this week We're gonna be talking about like pass it and up that we've done in our lives So far up rings and stuff with you guys. So yeah, super excited for that for this week. Yeah, it's it's I got more do-rat convenience stories Drop and trace what if we were like a white house? One of my friends growing up was half Asian half white and whenever you hung around Asian people But yo it's cuz I'm white right it's cuz I'm white and then when you hang out with white boys, but yo it's cuz I'm Asian right Always always playing the race card always you'll play the race card But yo everyone's got trauma Everyone's got shit that they're going through, but the truth is you can't really solve those things until you actually admit that there is a problem Which is why we're gonna be talking about the assessment in regards to pre-objection handling because we need to make sure that the person on the other side of The interaction understands that they have a problem That they need to solve Dude, I think that might be the best transition. We've had in a while yet. Oh Environment man, it's the environment you're in a new environment man. The juices are flowing. I even about to get the El Gato stream board Yes, you know you know what I'm gonna put on one of the buttons Dude gotta give to you man. That was a plus transition listen. I try to make it up for the fact that I could fucking barely seeing that second verse of a chicken fried but I truly believe that This isn't gonna be the hottest take ever Evidence-based physical therapists are terrible at sales Because it's conflicting with what's what you need to do from a sales perspective I'm not saying to evidence-based people are bad clinicians. I think they're great clinicians But you have to unlearn some of these beliefs so that you can actually help people change behavior I was talking to our PT yesterday and I dropped the dope line on them and I'm like yo Hold up, hold up. I just have to write that down because I Think it would resonate with a ton of people I'm tear. How can I drive urgency to change someone's behavior that feels authentic to me? Because at the end of the day someone's coming to you because they need to change your behavior But if you are overwhelmingly empowering, right? That makes all the more you need to do anything And if they don't do anything then nothing changes. So how do we communicate in a way that allows people to know that they have a problem But it doesn't make us feel like fucking use car salesmen I definitely like agree man like I know for sure like my first probably like a couple months of practice because again I was just like hey like I would gloss over the symptoms. Oh, yeah, dude like it's not that bad Because especially you know coming from like you know the home health setting that I was in or even like the outpatient setting I was like oh dude like you're super fit like it's not gonna take that long like you'll be good in no time And I would only sell like single visits because I didn't really even think about like hey all the in-depth stuff that I would need to really take them through But yeah, I mean I think the assessment is like a really big part of the sales process I know a lot of times people think about hey like the discovery call of the pre-neurter sequence The pre-objection handling questions that we talked about in this objective right and then definitely the objection to handling at the end But in reality dude the entire evaluation is a sales process You're there to help them realize like hey there is a problem for them That can be solved and allow that really does just come from like some of the you know assessment the some of the Interest session changes that you are able to provide for them You know on the actual assessment portion of the evaluation as well too But yeah walk it walk us through you know some of the like strategies and things that you've found to be really helpful to come and to help drive some of this like Urgency in some of these people that are coming in because yeah if people don't have urgency Doesn't matter how good your tactics or doesn't matter how good you know some of these like questions you're asking It's like if they don't feel like they have a problem that needs to be solved today. They they moving forward. We should No for sure. I think like give you guys a flow of like what Artie Val looks like it's it be obviously have what we talked about part one Which is like all of our subjective then as we get into it. It's like first thing I usually have say hey I just want you to lay on table face up and we're gonna go through movements is okay by moving your legs and arms around Yep If I find a discrepancy in range of motion that I think is significant I let's say Peter's coming in and he's having pain with bedching right on his right side under shoulder I will actually have him and I see there's a significant discrepancy in shoulder. I are right compared to left I'll have him places left arm on his right shoulder. I'm gonna go through my range of motion And then that point where it's shoulder shots to roll forward. Am I can you feel it can you feel that? You feel your shoulder shots to move forward then I'll go to the outside like Can you feel how this left shoulder? It's like it's so smooth like you literally gets a bottom? Can you feel a difference there? I want them to be able to admit something because if they can admit that there is a difference in how something feels Then I can start to point to them that there is some sort of problem that I could solve for them that is relevant and I'm I'm gonna try to that there at the cake You're very limited in internal rotation on the right side as you start to lower yourself into a bench That is where you're gonna need internalization if you don't have that range of motion Sometimes you can cause a lot more stress to that joint capsule which is why you're being irritated right now That's just one part of it. I'm gonna continue to look further, but immediately I've already found something that I know can help you feel better once we start to address it Love it one thing that we like to do is like helping them quantify the differences between you know the effect aside and the non-infected side So if we're going through you know, maybe like a certain exercise and they have one side that is tremendously stronger than the other Well, I said hey like you know, let's say your good side is like a 10 out of 10 strength What would you rate this like more irritable more painful side from a strain standpoint? Then from there and this is still like while we're out on the gym floor They'll give maybe oh yeah like massive difference. It's like maybe like a five out of 10 50 percent difference 40 percent different six percent like whatever that gap is We'll take that number and then we'll plug it in as we're reviewing hey All right, everything that we found today, right? You saw that hey like your right side shoulder 10 out of 10 strength your left side shoulder It's only a five out of 10 strength. We have to close that gap between the two and because we ask them like to quantify the differences between the side it must be true because it came directly from it, you know, it's just facts brother, right? I love that one that's definitely one that we utilize I like have people do a bunch of things that decide very common obsessive and assessment that it utilizes like Runner comes in with knee or hip pain and we're even for an angle stuff. I'm like we should have single leg calf raise. Usually the side that's injured or provocative, it's really, really difficult. Right? It's like 10 calf raises, then the other side it's like 20. It's like, all right, can you feel the difference in difficulty side to side? Obviously, motherfucker, I've done a tie-step on on this leg and you're going to feel ridiculous asking those things, but you want them to feel like, yeah, totally. And then that's when you're allowed to educate. It's like, yeah, it's definitely more, I noticed the same thing. It's a little bit more difficult side to side, and honestly, the other side is twice as strong. And the calves are like a workhorse for running, so we don't work on that. That's going to continue to put stress onto your knee. So it's constantly like harping on the same thing, right? It's like, you're building the assessment and just showing how it constantly relates. It's like, okay, we look at a mobility thing. That's how the mobility restrictions play stress in this area. We look at a capacity thing. That's how weakness here is leading to more stresses area. Love it. Yeah, one of the things, because I feel like on the assessment, we just kind of, we're constantly talking. And I think sometimes it, it almost might be a little bit too much information for people. So what we like to do, like as we're kind of talking and at the end, is kind of make a list on the way where that we have in every single room of like, hey, here's everything that we found today. And we'll kind of just list off, hey, like kind of some of what you're talking about, hey, like big internal rotation deficiency on this one side, hey, big calf weakness on this one side. And we'll kind of just list out all the problems on the white board. So now they have like a big list that they can really kind of start to visualize like, hey, yeah, like because of these deficiencies that I haven't addressed yet, it is now leading to, hey, like, insert band. Now you can make another list of all the symptoms that you're recapping for them. And then from there, it leads very, very nicely into the final part of the assessment, which or five part of the initial valuation, which is the pitch. And the pitch is really just like, hey, talking to them about like, hey, how are we going to solve all these like this massive list of problems that we found today that is going to help them, you know, get back to whatever goal that they're trying to get back to. Yeah. Yeah. Whole aspect of this is like, if the other person doesn't agree that there is a difference in difficulty, so I already can feel a difference. You can't sell them on those things, right? Yeah. Imagine on imagine like anyone try to sell you something, you're like, oh, I don't think that actually have this problem. Why would I, why would you want to buy a solution for something that you don't actually have a problem for one thing, another thing that we do now, and we've made a part of our, like, SOP is you got a coach by a phone, like, you've got to show the client or patient what they look like side to side. Sometimes video like more of a dynamic movement. Sometimes just the static, it's like, hey, when you're doing this deadlift, your hips barely move back and your torso folds, like, crazy, just putting more stress to your lower back. So like, as I'm coaching you, I want you to be mindful. You're only going to bend your torso as much as your hips move backwards. And like, just subtle things like that, people like, oh, I didn't even know I was doing that. So it's like, no, totally get it, right? And that's why we're here is to make sure that you do things efficiently. And that just sets up the stage later because someone's going to be like, I want to try these things on my own or like, hey, I don't want to come see you every single week. It's like, listen, I want to get you to the point where I don't have to see you every single week. But currently, remember when I was coaching up to the phone, it's like, you're going to have a hard time seeing yourself. I need to be a person that actually allows you to find the right positions, have helpful cues so that when we're spending longer times not together, you're actually doing those things efficiently. But if I were to let you go for two weeks and you're doing the exercises is wrong, we're just going to be wasting a ton of time, which is why we want that quicker feedback loop in the beginning to build my tum. I love it. I think too. Also, a lot of times people learn differently as well. So some people can take feedback just by going through the movement and feeling one side versus the other. Other times, people might need that visual aspect of watching how their body moves so they can take that feedback and learn it a little bit better. Another thing I was just thinking about is after you take a video and you show that and coach it to them, that's also just another great piece of content that you can re-utilize. Obviously with the patient's permission and everything, but I know a lot of times so many PT's are like, "Oh, I don't know what content to post." I was like, "Father, just showcase what you're coaching people throughout the day." Maybe surprise how many people are also online or are like, "Holy shit, their squat looks very similar to my squat." I think I probably have the same problem as all two. I love that because the main part of it is just to consistently see the content. People want to ask about content strategy. I'm like, "I don't give up about content strategy until you're consistently posting every single day." And once you are, we can talk about what we start to work on. One last bit that I talk about often is once you have a handful of problems that you can identify with a person, you can make a very strong statement. There's two really strong statements that I make. One of them is like, "Hey, I'm just so glad they were able to find something." Because if you came in and you're dealing with all this stuff and I couldn't find anything, you're probably going to need surgery. But the fact that we're able to find stuff today to work on, I know that as we start to address these things, you will feel better. And then another thing that I will kind of drop throughout the evaluation when I feel like when it feels appropriate, it might be one of the things that's very hard for them to do. I'll literally just tell them, "You can't run pain-free because this is really, really bad." And if this doesn't change, I don't expect you to run pain-free. So it doesn't matter if you're whether you work with us or somebody else. This is something that absolutely needs to improve because it's so hyper-specific to your goal. And then we have all the other things in the bag that's going to support it. None of these things change. There's no way that you're going to get back to running. Running is just all being able to tolerate impact and forces. And there's nothing that does that besides training the right things for your body. There's no pill, there's no injection. I'm just so glad that we're able to find these things because this will help you get back to running pain-free. Yeah, I think a lot of times really just showcasing them everything that they do have going on and really realistically, what does it take to kind of go through a very systematic step-by-step progression. It's like, we are SDR telling them, "Hey, when you come in, you're going to get a very systematic step-by-step game plan on what it takes to go from where you currently are now, all the way back to whatever goal that you want to be able to do." But they see this massive laundry list and we're not gatekeeping or hiding anything. We're literally showing them, "Hey, these are all the things you have to fix regardless of if you decide to work with us or not." Now obviously, they're going to look at that and then some people, they might think, "Hey, they might be able to fix it on their own now if they have a game plan," which is totally fine. Hey, cool. Take the game plan, rock with it. But I would say the majority of people who come in, they realize, holy shit, yes, this is a lot. But I have no idea how to actually implement this at the appropriate intensity that's needed to to actually get me through all the way safely. So that's really kind of what we really should be selling is like, "Hey, that actual implementation of helping somebody guide them, go through the full progression safely." But it's like, "Hey, you have everything that's going on. We're not hiding anything, not glossing over anything, just being very realistic with you of what it takes. And if you want to take this and go with somebody else, it's like, if you want to go with it and go through it on your totally cool tool, or if you want to come with us, we can definitely help you get from point A to point B in this specific timeframe. And this is what it will look like if you want to move forward." Yeah. All the information isn't the mode anymore. Right. Like the real mode or the thing that people pay for is going to be implementation. You guys are listening to like our podcasts. And there is gems sprinkled all over the podcast. But what happens when you're actually in a group and getting coached by us is like, we help you isolate like the one exact thing that you need to look at because there's so much information and things to sift through. And for us like, our goal is your coaches would be like, "Hey, we're looking at all your numbers, your metrics. This is the main bottleneck that we have to address." Even right self personally, right? Like last month it was like, we crushed it on lead generation evaluation, but it's like our POC conversion from ads wasn't as good as it needed to be with the increase in volume. So it's like, we steadily increased our spend this month, but we put huge, huge emphasis on converting, converting and sales training. And now we've doubled our POC conversion. So it's like, you've got to be what I identify with the bottom next. Sometimes people are having a hard time converting their plan of care. There can be 10 different things, right? It's not just the script, it's the tonality, it's the body language. It's your belief, like you might be a limiting mindset. So it's like, there are so many things that you can help a patient overcome that goes beyond just exercise prescription. You got to support them during flare ups, you got to show them exactly how to progress, to regress exercises. You got to show them actual movements and all these things are not just skills that they take with them for like these three month ride of a plan of care. It's something that they can use for the rest of their life. So that's why I always think like what you're selling or anything that you sell should be 10x the value that you're selling it for. And if your plan of care is 3000, you have to write down everything that you're able to help a patient accomplish and help them avoid spending on to make yourself feel extremely confident that you're delivering like 30k worth of value. Love it. And if you guys are implementing some of these tactics and strategies from just our free shit, right, from our podcast. Imagine, imagine, just imagine how much improvement you will get from actually working with us. But yeah, that's kind of like a similar framework that we'll use on the e-vow with like any kind of like exercise that we do with some sort of test retests, get them some sort of quick intercession change. It's like, you'll do guys like, hey, your shoulder already feels better literally just with you know, like 10 minutes of these exercises that we just went through. All right, already a significant improvement. Imagine how much better it's gonna improve just by going through the full thing and working with us and really getting back to XYZ. - So get people quick wins, man. Get people quick wins, but yeah, just think about it, imagine how good it's gonna be. - Yeah, I think I love the quick wins. Love the mobility changes. Other things to focus on is like, what people want isn't necessarily to always have like a quick change, right? 'Cause you can also sell them on like a deficit in strength, but sometimes isn't a quick change. It's more a graded exposure. But also sometimes people just need like, a really in-depth assessment that tells them exactly what's going on and how you're gonna solve it. So there are a lot of times, especially as younger clinicians, it's like they fall back on like the, oh, I need to make a positive change or like I don't know what I would be able to sell on. It's like, as long as you can communicate what's going on, from a mobility perspective, that's typically where you will find a relatively quick change. When someone's super acute or sensitive, you know, very recent injury, if you slowly ramp up just general movements and do some grade exposure, what's tolerating? You're making the brain feel safe again, and you're gonna see some positive changes. So even if you're like, oh, I don't know, this doesn't match biomechanically what would change it, but this person is like super guarded. If you get them to do more gentle movements, you could probably retest it and see that benefit, right? But zoom out, there are so many different ways to help people, I say it's like mobility deficit, which is one, rudimentary capacity deficit. So it's just like a sub-max muscle contraction, side-to-side that's different. If there's a sub-max deficit, there's definitely a max strength deficit, which is a third one, like a strength deficit, it's gonna be like your squat, hinge, lunges, what feels different. We have a graded exposure. Afterwards is one of the ones that we focused on and in coordination deficit. Graded exposures like can they do it with enough load, can they do it with enough speed? And then the coordination deficit is like, Peter does a step down on a right, fucking solid, Peter does a step down on the left, it looks like shit, right? Those are five things that you can sell people on if you can identify them as problems and show people that there are problems. - Yeah, I think the main thing I'm saying was really like, hey, can you feel it, side-to-side the difference? And then can you also see it, whether it's visually or see the connection between, hey, this deficiency is the main reason why we haven't been able to achieve like XYZ goal. And they can see, hey, there is like a very large gap and it's clicking with them. Then obviously, hey, like they like you, right? You guys have built a report and stuff. And from there, they see the value, like the pitch at the end becomes like the easy part, man. - You gotta use the senses. I love that you mentioned that because I used to work at the fucking art of shaving, selling razors in college. And one of the demos that we used to do, I used to show people, hey, put your hands over to say, I'm just gonna do a demo, this is the pre-shave oil. Can you feel how smooth that is on your body? It's gonna make the glide really nice. And afterwards, we're gonna lather up with the shaved brush. Can you feel that luscious kind of like cream that it kind of builds with this brush? This is bor bristle brushes. It's like, people need to have their senses met, right? 'Cause oh, I can feel that in my body. It's different side-to-side. It's just a good device. I could see the difference. It's like the more senses you can get aligned, the more people are gonna be like, oh yeah, I need to, I need this. - I'm gonna start terming myself as a sensory coach now. - You did. - You did. - J.M. Peter's gonna be like, close your eyes. Can you feel that? - Can you feel that? - Imagine. - Imagine, just imagine. - The chakra, this bad chakra on this side, this bad chakra. But I do think there is something to like, you gotta feel something, right? Like that component of it makes people feel like connected to it. I just can't like, think about any kind of like big purchase that you've made. There's some sort of feeling associated with it, right? Feeling that change in your status. You can feel it, you feeling like the convenience or the excitement or like, oh my gosh, like, think about the last time like you had something wrong in your apartment, your house and something smelled like shit or like something broken, you're just like, oh, I feel like. This is the house that you live in. Your body's literally the house that you live in, all the time. So imagine when something's out of tune, now where it needs to be. - Man, it fucking sucks. - Yeah, I think it would be, you know how like some people where every time they smell something and it's like linked to a intense deep memory that's like seared in their brain, they like automatically rethink to that. - It's almost the random Asian food. - Like, oh, somebody is being my childhood. - It's like, maybe it's like, I'm not even gonna talk about it. What if we could like have such a profound impact on somebody where it's like, hey, they feel, maybe they're shoulder like activating and you know, working for the first time in forever without having some sort of like discomfort. And now like in the future, whenever they do like get that same sensation, they do feel that shoulder activating the same way for the first time, they automatically link it back to like, dude, moment PTP, we're like, hey, like, 'cause because that moment was just so profound, you know? But it's like, yeah, if you can kind of like get them to feel, you know, their body activates like, hopefully kind of, you know, they'll get them to kind of activate the like, kind of that sensory memory, sensation as well too. - One of my old mentors, Devo Sullivan, he used to say it's like, I want you to think about the time where you weren't like in pain. And I want you to think about what movement felt like, what your body felt like. And it was probably so thoughtless, so relaxed. I want you to remember that feeling 'cause that's what we're gonna work you back towards feeling. And I was like, ooh, that's so good, right? 'Cause it starts to get people with some hope and something that chase after that. But it also creates a contrast of like, the last time that I was in pain, I was just so free, limber, relax, right now I'm guarded, I'm rigid. So it's like, again, it's the same concept of gap selling. And what you're gonna find is like really great clinicians intuitively are gap selling. - Yeah, that's all it is. I mean, regardless of whatever industry, if it's like physical therapy or even just like, maybe it's a product or whatever, there has to be like a gap from where they are to where they want to be, whether it's like a physical gap of, hey, mobility restriction, or maybe it's the way that somebody feels from where they currently are to where they want to be. But if there is no gap, like, I am buying shit. - Yeah. And one last thing on my side that we had just talked about prior to coming on, it's like, you can future pace in terms of pain, right? And this is really more prevalent in, more cash-based physical therapists, because you're seeing a lot more people that have exhausted the options so they're usually dealing with multiple body parts that are kind of injured. And we just had a patient come in, a Achilles tear, got discharged, probably can't even do a single leg cap race, right? It's one single leg cap race. I'm like, that is a fucking disgrace to our profession. That same side ended up having a knee injury. And I'm just like, it's just a matter of time before the knee injury becomes either a hip injury or it becomes an injury on the other side, because there's no way that they have a good enough force output on that right calf, that it's not gonna place stress all the areas. It's really placing more stress to the knee. Now it's just going to travel, either to up the chain or to the opposite one. So if you want to drive more urns, you'd say, hey, right now, right, that calf issue became a knee issue. But just a matter of time for that knee issue becomes something else, whether it's on an opposite leg or further up the chain. So I'm just glad that we're working together now, because if this doesn't change, it probably just continue to get worse. - Love it. - Awesome, man. Anything else you can think of? - No, I just want to give you guys permission to explore something differently, right? Oftentimes, like as we're trying to implement something new, it can feel super foreign or it almost feels like you're an imposter, right? Sometimes asking me subtle questions or, oh my gosh, I'm gonna take someone's dignity away. I'm gonna make them more dependent on me as someone that's been in the game now for, what is it going like seven years? And most of the time, I've worked with people in chronic-- - Yeah, man, we're all there. - And we're sick like, if you let someone, if you don't see someone on a weekly cadence in the beginning, or you don't see someone for a full plan of care, you don't get to actually experience the things that they need in order from them to be more dependent. They need to have a flare up and see how you help them navigate that flare up, right? So that you can provide them with reassurance. They need your eyes, you can make sure that you're putting stress to the right areas. The body's incredibly efficient at trying to offload it in your position. And you see this all the time, not only in the movements that you're doing now, but it's gonna continue to come up again as you start to scale the movements. So if you don't get someone to commit to a full plan of care, you're doing them a disservice. And there's $200 billion that spend every single year on unnecessary medical expenses. So if you are contributing to having the sense of, like, you know that you can help someone, but you're not actually selling them in a way that allows them to get the outcome that they want, it's up to us to lead them. It's up to us to utilize sales and marketing psychology to help them make better decisions because the other person doesn't understand what health care is like. So we need you to be a better leader on that side. - Love it. I would say another thing too is really just like, if you guys aren't currently happy with the current results that you are getting, or maybe if you know that, hey, there is probably like a small tweak or two that you could potentially change. Like don't be afraid to make changes. Like, we're always constantly twining. and testing out new things in our overall evaluation process, whether it's to help increase conversion, or ultimately to help see if we can increase our overall rate of results. Like, you should always be testing something out. But definitely, yeah, if you guys are currently stuck in doing one way of evaluations and it's not really getting you the other outcome from a client standpoint, or from a revenue standpoint, which both are honestly very commonly correlated, then you've got to try something out. Do the same thing, get the same results. If you don't like the results, I'll do something different. Yeah. Yeah. It's the Einstein quote. And sanity is doing the same thing over and over and over again, expecting a different result. Oh, I thought the quote was be different. Yeah. Pull up to the scene with the silo missing. Pull up. What? Gee. But squad, real quick. Listen, we hit that 55 star review. And we have 54 really appreciate it. But man, I feel like 60 would be such a beautiful number. So I know there's got to be six listeners out there having rated it yet. I'm watching the downloads. We PR done two weeks ago. Let's go. Thank you. But guys, you guys are seeing like as you guys are putting in more and more ratings and reviews, dude, like we're upgrading our studio process for you guys. Dude, before you know it, like, all right, when we get 100, we're going to have a full blown production set for y'all. It's going to be it's going to be epic in virtual reality. That's how crazy we get. We'll give you the first podcast as film with drones. She let's go. All right, squad. Yo, some of you guys, we're about to hang out this weekend. It's me crazy. I'm fine. I'm pumped man. What do we got tonight out on Friday, on Rainey Street, Saturday morning, 10K to a coffee shop, kick it with everyone for the weekend. We're going to decompress for a bit. We got lunch catered both days. Got pickleball happening. We rented out a private pickle spot with food trucks in the bar. Decompressed chalala a bit afterwards, rooftop, second day, get after it. We got a dope, dope guest speaker amongst multiple seven figure businesses. Guys, we are delivering. And I get that you're listening right now. And we might not have. You might not be coming this weekend. It's OK. We're going to be running it back again. But I'm just saying, you don't want to miss out on these events. They're so, so dope. And if you are coming, you already know the vibes. Like my boy, Alex said, what is Alex, say, Peter? It's going to be a movie. No, no, my HRB, though, I'm back, baby. We're at 50. I'm just trying to slowly climb. So it'll be a show. How long were 50 of our Gucci? It's going to be a short film, baby. Peace.