EP. 271 From Busy Brain to CEO Energy in an MFR Practice With Cassandra Sohn

In this follow up conversation, MFR therapist Cassandra Sohn returns to share what the “middle phase” of growth looks like inside Foundations. We talk about building a quieter brain, installing clear policies, selling treatment packages, and staying consistent through dips so fully booked becomes steady and sustainable.

Key Takeaways

• Biggest week to date. Three packages sold for $4,125 in one week.
• Policies lowered no shows and late cancels. First visit prepay and clear 24 hour cancellation language.
• Clarity creates retention. Start sessions with goals, end with a plan and rebook.
• Packages equal better outcomes. Plans are framed around goals and reassessed at visit four.
• Mindset shifted from “I am just a small business” to “I am the expert.”
• Pricing increased from 165 to 225 with room to adjust again based on capacity and goals.

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What does “a quieter brain” do for an MFR business?

Cassandra describes moving from constant mental alarms to calm, responsive decision making. When a 12 session week collapsed to six due to cancels and no shows, she followed policy, made decisions fast, and moved on. The result was emotional steadiness and better client care the same week. The following week became her highest revenue week in years at $4,125.

Which MFR clinic policies improved client retention and reduced no shows?

• 24 hour cancellation policy. Displayed at booking, in terms, and restated verbally.
• First visit prepay. Every new client prepays the initial session.
• Card on file for follow ups. Easier enforcement and fewer late cancels.
• Booking limits for repeat offenders. Problem clients must contact directly and prepay to return.
  These changes nearly eliminated chronic late cancels, no shows, and “ghost” first visits.

How do you sell MFR treatment packages without feeling pushy?

Cassandra anchors the plan to client goals from the start. She asks for the goal, completes an evaluation, places the client on the “Where am I” pyramid, and recommends a package that fits the outcome. All sessions are scheduled up front, with a reassessment at visit four. This structure made it simple for a new client to purchase a six session package on the first day.

What changed in self belief and professional identity?

Earlier, Cassandra viewed herself as “just a small business” or a temporary helper for other therapists’ clients. She tallied more than $100,000 invested in MFR education and now owns the identity of expert. That shift opened outreach to physicians and specialists. Two new clients arrived from unfamiliar doctors after a patient hand delivered Cassandra’s cards to her medical team.

How do belief and business systems work together for consistent bookings?

Doubling down on both made the difference. On the systems side she expanded between session buffers from 15 minutes to 30 minutes, which eliminated rushing and improved presence. On the belief side she tracks offers and evaluates sessions. Asking “What is your goal” at the start creates clarity. Reviewing “What did we achieve and what is next” at the end drives rebooking.

How do you keep believing when the calendar dips?

She measures offers made, not just feelings. During a slump she realized she had stopped making clear offers. Returning to basics fixed that. She used call summaries to define an offer, set a target of ten offers, and activity recovered. She also relies on thought dumps. In the past five minutes was not enough space for all the negative thoughts. Now the timer ends before the page fills, which shows real mental quiet.

What pricing and capacity lessons help MFR therapists reach calm profit?

Cassandra raised from 165 to 225 and is testing whether fully booked should be 10 to 12 clients per week rather than 16 to 20. She plans to rerun her numbers with 10 as fully booked and test rates like 250 to 275. The insight is simple. If your energy and life support 10 to 12 quality sessions, price for that reality so you do not chase volume you do not want.

What should you do when people pleasing collides with your policies?

Notice the body cue of scarcity or urgency. She booked an off hours client against her rules and the experience felt “gross.” The fix was to recommit to her schedule and standards. Policies protect you and improve outcomes. They also make it easier to say yes to the right clients.

What results has Cassandra reported since joining Foundations?

From November 2024 through mid October 2025 she has reported $66,130 in revenue, with two and a half months still to go. She also reports higher average weeks, a record week at $4,125, and fewer admin headaches because systems handle cancellations and rebooking.

What does “becoming the CEO” mean in practice?

“Free to act and not be acted upon.” Cassandra defined CEO energy as choosing policy, price, and plan based on data and desired life. That includes sleep hygiene, structured admin blocks, and simple logistics that keep the business moving without friction.

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What’s Next for Cassandra

Cassandra’s next chapter includes leading her MFR practice with clear CEO energy instead of a busy brain, protecting a schedule that supports her focus, and making decisions from intention instead of urgency. She plans to keep refining her systems, trusting her expertise, and creating content that speaks directly to the clients who are ready for deep myofascial release work and long term change. 

Website

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Ready to build belief, systems, and steady sales like Cassandra. Join Foundations and learn how to get fully booked and stay there with ease. http://themfrcoach.com/foundation

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