Explaining Cash Based PT Pricing Without Feeling Salesy

You’ve got a new inquiry. Someone calls or messages you asking the dreaded question:

“How much does it cost to work with you?”

If your stomach flips or your voice gets shaky, you’re not alone. When I first launched my cash based physical therapy practice, every pricing question felt like a pop quiz I hadn’t studied for. I’d freeze, ramble, or feel like I had to justify my rates.

But here’s what I’ve learned after years of physical therapy entrepreneurship and hundreds of client conversations:

You can talk about your prices with calm confidence — without sounding pushy, awkward, or apologetic.

Let me walk you through a clear, step-by-step approach to how to talk about pricing with clients in a way that builds trust, helps them feel supported, and gives you the confidence to lead every conversation.

Learn more about the importance of building trust with potential clients at the blog post here.

You're Not Selling. You’re Guiding.

Most clinicians think that learning how to sell physical therapy means learning how to be persuasive or convincing. But that’s not true. What you’re actually doing is guiding someone through a decision.

At DPT to CEO, we teach a consultative approach to sales. It’s not about closing hard. It’s about connection and clarity. You’re helping someone figure out whether working together is the right fit. That’s it.

Your client is the hero. You are the guide. Help them get from pain and confusion to clarity and relief.

Step 1: Start With a Consultation (Not the Price)

One of the most common physical therapy business tips I give is this:

Don’t lead with your pricing. Lead with a conversation.

Before you ever quote an eval or treatment package, you need to ask a few key questions. 

These are part of what we call your physical therapy consultation tips toolkit:

1. Do they have a problem you can help with?

2. What are their goals?

3. Are they actively looking for help?

4. Are they ready to take action now?

If the answer is “yes” to all four, great — now you can introduce the next step.

Step 2: Introduce the Evaluation

This is where you confidently offer the first step without rushing to talk about money.

“Based on what you’ve shared, it sounds like we’re a good fit to work together. The next step would be to schedule an initial evaluation. It’s 50-60 minutes, includes a full movement and injury assessment, and it’s $200. At the end of that appointment, we’ll go over a plan and figure out what’s next based on your goals, schedule, and budget. Does that sound okay?”

No big sales pitch. No pressure. Just a clear next step.

This alone can dramatically reduce pricing objections in PT, because you’re giving people clarity and control — not a hard sell.

Learn more about selling PT like a boss at the blog post here.

Step 3: Build the Plan, Then Share the Price

After the evaluation, it’s time to make your recommendation. But this is where a lot of clinicians stumble. If you’re learning how to talk about money with clients, one of the best tips is this:

Lead with the plan, not the price.

Here’s how it might sound:

“Based on your eval, I’d recommend we meet every other week for eight weeks, focusing on your shoulder stability and pain-free overhead movements. I’ve worked with other athletes with similar issues and they’ve made great progress with this exact plan. Does that sound like a good fit for you?”

Once you get buy-in on the plan, then you introduce the investment.

“Awesome. The total investment for this plan is $1,000. We can take care of that today, or split it into two payments if that’s easier.”

That’s what clear, confident cash based PT pricing sounds like.

Step 4: How to Handle Sales Objections Without Getting Defensive

We all get them — the pause, the hesitation, the “that’s too expensive” comment. Learning how to handle PT sales objections is a skill, and it gets easier the more reps you put in.

Here’s what I say:

“Totally understand. It is an investment. Money aside, does the plan sound like it’s the right fit to help you reach your goals?”

This question helps you continue the conversation without getting defensive. If they say yes, you can follow up with:

“Great — what part of the plan feels most helpful for you? Would it be helpful if we found a payment plan that made the investment more digestible?”

Sometimes people don’t need you to lower your price — they just need options. Learning how to sell physical therapy is more about being flexible and empathetic than it is about being slick.

Learn more about selling PT like a boss at the blog post here.

Why This Works: It’s Not About You

A lot of providers struggle with selling physical therapy services because they think they need to prove themselves. They start rattling off credentials or years in practice. But here’s the truth:

Your patients don’t really care how many letters are after your name. They care about whether you understand their problem and have a plan to help.

So when you’re learning how to talk about pricing with clients, remember — make it about them.

Frame your plan in their language. Link it to their goals. Connect the dots between the pain they’re feeling now and the life they want to get back to. 

You’re not selling physical therapy, you’re helping them find a solution to their problem. 

Learn more about why building this connection is so important for landing new clients at the blog post here.

Final Thoughts: Confidence Converts

When I coach new practice owners, I remind them that confidence isn’t something you’re born with. It’s something you build. Especially when you’re stepping into physical therapy entrepreneurship, the early sales convos might feel shaky. That’s normal.

But every time you lead a clear, honest conversation — you’re getting better. You’re gaining reps. And over time, you’ll go from hesitant to confident, from winging it to leading it.

So if you’re struggling with how to talk about money with clients, know that you’re not alone. And if this is the piece that’s holding you back from growing your cash based physical therapy practice — we can help.

Want to Feel More Confident in Your Sales Conversations?

Inside the DPT to CEO coaching program, we spend a lot of time teaching simple frameworks for how to sell physical therapy in a way that feels natural, clear, and authentic.

If you’re tired of missing out on clients or getting stuck every time someone asks about pricing, let’s talk.

👉 Book a free consultation with one of our team members here.

We’ll help you figure out your next best step — whether it’s with us or not.

You’ve got this. And remember: Confidence converts.

Listen to this episode on my podcast!