It’s May 2020. The Age of COVID-19.
We aren’t at the beginning of this thing.
But we aren’t at the end, either.
This morning, I was speaking with a successful student of ours. He recounted his experience around the middle of March.
When the COVID-19 crisis hit, he prepared for, in his words, “catastrophic contraction” in his practice.
He lowered his expectations.
Tightened his financial belt.
So, what happened?
Did the catastrophic contraction he expected come to pass?
How to Have Your Practice’s Best Month in History – Right in the Heart of COVID-19
As our conversation continued, this successful student revealed that April 2020, instead of being a month of painful contraction and struggle, was instead his best-ever month in private practice.
How is this possible?
Crises beget opportunities.
If you provide a valuable service people want, you’re positioned to succeed no matter what happens.
If you were only focused on the news, you would never have even opened up to the possibility that April 2020 could be the best month in a private practice’s entire history up to that point.
Did You Build Your Practice on a Foundation of Sand?
I can’t tell you how many times I’ve had a conversation with a practice owner who went from success to struggle in practically no time flat.
The practice owner who had one unbelievably fertile referral partnership that kept her practice full for years…until the day the other business owner decided to retire and the well ran dry.
The practice owner who had lived in the same town for 40+ years and never had to do any networking – or any other marketing legwork – to keep her practice full…until she decided to move with her spouse to a distant city and had to start over from scratch.
Or the practice owner who struggled for years growing slowly and building up momentum to where he was pretty close to full…only to have the COVID-19 pandemic hit and sweep away their client base.
Relying on only one main source for referrals is a recipe for future struggle.
Shying away from learning new skills and technologies that could help you grow your practice may well bite you in the butt when market conditions shift and you find your old ways of doing things suddenly rendered ineffective.
Build Your Practice on Eternal Foundations
What’s the alternative to these seemingly solid but actually quite sandy practice foundations?
And how did the practice owner I was speaking with this morning manage to have the greatest month of his financial life right in the heart of the start of the COVID-19 pandemic?
The answer is simple: build your practice on eternally effective strategies.
Truly effective strategies remain effective regardless of outside circumstances.
Pre-crisis, intra-crisis, post-crisis – effective every step of the way.
It isn’t that the student I was speaking with this morning didn’t have to make any adjustments when the pandemic hit; he absolutely did.
It’s just that he knew what to do, and he did more of those things that work to grow a practice. So what initially looked like a catastrophic contraction for his practice became instead of dramatic rebound into more-profitable-than-ever.
How Do You Know If Your Foundation is Strong?
A robust practice never depends on just one exposed lead source.
A robust practice does the right things daily and weekly that consistently build and maintain growth momentum.
A robust practice maintains a margin of safety at all times to weather unexpected storms and tumult.
A robust practice owner maintains and strengthens their personal health and energy so they can respond with maximum precision to whatever life throws her way.
You Don’t Have to Course Correct On Your Own
If you know you need support to strengthen your practice’s foundations, we have the comprehensive plan you’re looking for.