March 16 | How to Unstick Your Revenue Levers
How to Unstick Your Revenue Levers: Confronting the Fear of Sales, Pricing, and Compliance
The Leadership Skill Hiding in Every Practice
Every practice encounter, from marketing to patient retention, is more than a task. It's an opportunity:
An opportunity to diversify patient acquisition.
An opportunity to improve conversions.
An opportunity to increase collections and lifetime visits.
As Sensei Tosh (the speaker) shared in this practice training tip:
A low "ability to confront" in most offices is what causes the four key "revenue levers" to get stuck. Confidence for confrontation is built through training and repetition.
Every leader should focus on increasing revenue by working on these stuck levers, as "most people get this completely wrong". This isn't about manipulation; it's about helping the patient get better results.
Why Revenue Levers Get Stuck (And How to Unstick Them)
The four revenue levers often get stuck due to fear in the head of the leader or the team. The fear is usually related to confrontation.
Practices see their revenue levers stuck when they:
❌ Focus all marketing on social media instead of diversifying.
❌ Lack sales training and allow team members to minimize care plans.
❌ Fear presenting what the patient actually needs.
❌ Fail to enforce visit compliance policies.
High revenue is built on confronting these issues with confidence gained from training and repetition.
The Simple 4-Step Structure That Changes Everything
The speaker teaches a clear structure for unsticking the four revenue levers:
✅ Step 1: New Patients
Start by diversifying patient acquisition methods. Don't be "stuck on a one-minded thing" like only social media ads.
Examples:
"Radio, TV ads, digital advertising such as banner ads, streaming TV". Also, "print, newspaper, magazines" still work for certain demographics, like people 55 and older.
Diversification provides multiple growth opportunities.
✅ Step 2: Better Conversions
Next, achieve better conversions, which requires a "high level confront". Equip your team with sales training and closing courses.
Example:
Implement "drilling and roleplaying" daily, just like a sports team practices, to develop and enhance skills. Recording and auditing consults helps quickly identify where improvements can be made.
Training and repetition lead to confidence and better results.
✅ Step 3: Higher Patient Visit Average (PVA) and Increased Collections Per Visit
Increase PVA and collections by basing "care plan recommendations on what they need, not what you think they'll do or what their insurance covers". Overcome the fear of "presenting what the patient actually needs".
Example:
"People pay for what they value," so you must show them the value. Add necessary ancillary services like "orthotics, nutrition, peptides, hormones, weight loss," and Durable Medical Equipment (DME). Move people through phases of care—initial/intensive, corrective, and wellness—to increase lifetime visits.
Value presentation justifies the necessary care plan.
✅ Step 4: Visit Compliance
Finally, improve visit compliance, which also requires a "high level of confront". Establish compliance policies, including cancellation fees and make-up visit requirements, during the report of findings.
Example:
"Fully schedule out the entire treatment plan" at one time. Use strong table talk focusing on "function over feeling" to prevent patients from stopping care when they "feel better". The front desk and rehab technicians should act as accountability partners.
Accountability and clarity keep patients on track for results.
Real-World Examples for Every Role in the Practice
The speaker shared practical ways every team member can help unstick the levers:
Marketing/Owner: Diversify marketing to include print and digital ads, and engage in "boots on the ground" relationship building with other professionals.
Case Managers/Sales: Use sales training, roleplaying, and record/audit consults to ensure all vital information is delivered.
Provider/Owner: Present care plans based on patient need, not perceived affordability or insurance coverage. Add ancillary services where needed.
Front Desk/Rehab Tech: Act as the accountability partner, fully scheduling out the treatment plan and using table talk that focuses on "what have you noticed since your last visit?" (function over feeling).
Leadership happens at every touchpoint.
The Team Standard That Drives Growth
The culture shift the speaker emphasized is overcoming the "low level of the ability to confront in most offices".
It’s the system that builds:
✔ Better conversions.
✔ Higher patient visit average.
✔ Increased collection per visit.
Why This Works So Powerfully
This structure works because it:
Ensures diverse and consistent patient flow.
Increases the team’s confidence through training.
Aligns care recommendations with patient need and value.
Improves patient compliance and retention.
Success is achieved through the confidence to confront these issues.
Final Leadership Takeaway
Revenue levers get stuck due to fear, but can be fixed with:
✅ Training.
✅ Repetition.
✅ Confrontation.
Focus on:
One system.
Four levers.
Every time.
Because confidence gained through practice turns challenges into revenue
Prefer to watch this breakdown?
Click HERE to watch the full training video on the Revenue Levers
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