Why I No Longer Believe In Per-Visit Sessions (And What You Should Do Instead)

This morning I was thinking about something…

And honestly, it might trigger some of you.

But I’m okay with that.

Because I think it needs to be said.

I don’t believe in the per-visit model anymore.

Yeah… I said it.

Let me explain.

Most of you were trained to sell sessions.

Visit after visit.
Billable hour after billable hour.
Maybe a package if you’re feeling fancy.

But at the end of the day… it’s still the same thing.

You’re selling time.

And the problem is…

That model sits right in the middle.

Not cheap.
Not premium.
Just… there.

And here’s the issue…

The “middle” is disappearing.

America was built on the middle class.

That was the dream, right?

Work hard.
Go to school.
Get a good job.
Have a house, a family, a stable life.

That was the American Dream.

But that version of the world?

It’s fading.

Right now what we’re seeing is this:

👉 People are either going cheaper
👉 Or they’re going premium

But the people in the middle?

That group is shrinking.

Fast.

And yet…

Where is everyone in healthcare trying to build their business?

Right in the middle.

Per-visit sessions.
Insurance-based.
Slightly higher cash rates…

Still the middle.

So let me ask you something…

Why would you build your entire business model around a group of people that is disappearing?

I don’t even live my life like that anymore.

There are things in my life where I go cheap.

I don’t need it to be perfect.
I just need it to be cost-effective.

And then there are things where I go premium.

No questions asked.
I want the best.
I want the result.

But you know what I don’t do anymore?

I don’t hang out in the middle.

And I know I’m not the only one.

So what do I believe in instead?

I believe in three things:

1. Online products (low cost, high reach)

2. Memberships (continuity, accessibility)

3. Solution-based offers (premium, results-driven)

That’s it.

Notice something?

👉 Cheap
👉 Cheap (but recurring)
👉 Premium

Nothing in the middle.

Let’s talk about the big one…

Solution-based offers.

This is where everything changed for me.

Instead of selling sessions…

You sell a result.

You sell the outcome.

You package everything together—your expertise, your time, your tools, your systems—and you say:

“This is where we’re going. And this is how we get you there.”

Now you’re not getting paid for your time.

You’re getting paid for your value.

Win for the client.

Win for you.

And before you say it…

“Greg, what about the people that can’t afford premium?”

Cool.

Then serve the people that want cheap.

Create something accessible.
Create something scalable.

But stop trying to serve everyone.

Because when you try to serve everyone…

You end up building something for no one.

Here’s the real question:

Who are you actually trying to serve?

The person that wants the cheapest option?

Or the person that wants the best result?

Because those are two completely different people.

And they require two completely different offers.

Final thought…

You don’t need all three models.

You just need one.

One that fits you.
One that fits your audience.
One that you can go all in on.

But what I can tell you is this…

The middle?

It’s getting harder and harder to survive there.

So you’ve got a decision to make.

Stay where it’s comfortable…

Or move to where things are actually going.

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