Ever feel like you were sold a different dream in PT school than the reality of 30 patients a day? You're not alone. If you're thinking about a cash practice, or you're already in it and realizing business is a whole other beast, this one's for you. This episode takes us back to a 2019 Q&A with the sharp DPT students at Indiana State. We hit on everything from my jump from Army PT to starting Athletes Potential, the critical first steps like defining your niche, practical advice on marketing and sales (yes, you need 'em!), how to price your services confidently, and why mastering communication is non-negotiable. Plus, some real talk for students on rotations. Packed with insights if you want to build a practice on your own terms.

🔑 Key Takeaways:

• Define Your Niche: Stop trying to be everything to everyone. If you try to be the go-to for everybody, you'll be the go-to for nobody. Pick a specific group you're passionate about serving, like triathletes or youth baseball players. This makes your messaging super clear.
• Business Skills are Non-Negotiable: Great clinical skills are table stakes. To succeed, you MUST understand marketing (getting people in the door) and sales (communicating your value so they commit).
• Communication Trumps Fancy Techniques: How well you connect, build trust, and articulate the plan of care is often more important than any single manual skill. Words matter, big time.
• Price with Confidence: Look at your market, but don't be afraid to charge what you're worth. Pick a number that makes you a little uncomfortable at first. You're either the cheapest or the most expensive; the middle is a tough place to be.

🧠 Pro Tip: If you're a student on a clinical rotation, especially at a cash or performance-based clinic, make yourself indispensable. Show up early, stay late, and always ask, "What can I do to make your day easier?" That attitude will open more doors than you can imagine.

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