Prognosis Over Price: A Simple Hack to Boost Sales Conversions

In this episode, Doc Danny Matta unpacks one of the most common struggles in cash-based PT: helping staff (and owners) get comfortable with sales. Drawing from years of coaching, Danny shares a simple "prognosis-first" approach that removes the stress around money and makes closing plans of care natural and effective.

Episode Summary

• The sales hurdle: Many clinicians (especially new grads) struggle with money conversations.
• Danny's early mistakes: Starting at $175/session, no packages, offering weak 3-visit plans.
• The prognosis hack: Forget cost—present what's clinically needed based on diagnosis and desired outcome.
• Why it works: Patients trust clarity, honesty, and confidence more than discounts or options.
• Staff training tip: Anchor staff to prognosis, then be quiet—let the patient decide.

Key Takeaways

• Prognosis > Price: Tie your recommendations to outcomes, not dollar signs.
• Confidence closes: Patients sense discomfort; clear communication builds trust.
• Education wins: Patients invest when they understand timeframes, healing, and next steps.
• Less talking, more listening: Present the plan, then pause—don't talk them out of it.

Pro Tips You Can Use Today

• Have staff present plans in terms of visits + timeline, not dollars.
• Use a simple handout with care plan options—let patients point to their choice.
• Practice being silent after presenting prognosis; resist filling the gap.
• Role-play money conversations until staff are comfortable staying clinical.

Notable Quotes "Forget about the plan of care cost. Focus completely on the prognosis." "It's not hard to sell when you're clear, confident, and opposite of the traditional medical experience." "Patients invest when they understand exactly what it takes to solve their problem long-term." Action Items

• Re-train staff to frame care plans around prognosis, not price.
• Create one-page prognosis templates for common injuries.
• Practice silence—say what's needed, then stop talking.
• Track conversion rates before and after implementing this hack.

Resources & Links

• PT Biz Website
• Free 5-Day PT Biz Challenge