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I love that quote, "all things are difficult before they are easy." I believe this is often the case when it comes to the whole subject of how to get more clients into your holistic practice. I certainly found it confusing a few years ago when it came to the whole marketing thing.
When you begin to learn your therapy, the art of getting it to the stage of being "easy to do" can take a while, and at times, can be darn right difficult. And the skill of getting it right when it comes to your business can be difficult too. I mean, when we started on the road to be a holistic or complementary therapist, our motivation was more to help others with our therapy and being able to get people out of pain. What we didn't pay heed to was that we'd be running a business. We probably did have a vision of helping lots of people, with the wonderful skills we've perfected, the study we've put in. Payback is that clients will flock to us? Right? Many practitioners often want to build their client base by "word of mouth" and is often the most relied upon way.
But if it works so well, why are so many practitioners struggling?
In my "11 mistakes practitioners make when promoting their practice, and how you can avoid them", I talked about a few common things that we've all done when it comes to attracting clients.
The first mistake was not thinking of your practice as a business. It is a mistake because if we don't think about what we do in a business like way, then we will more than likely fail. Because at the end of the day, good businesses are planned, and if you are just "winging it" then it's likely that some weeks you have clients and some weeks you don't. There is more to marketing than popping an advert in the local paper one week, and an odd flyer up in the health shop the next. The trick is to find a way to consistently find potential clients, consistently have these potentials become clients, and enable you to build the business you've always wanted. Makes life much easier (which many seem difficult now).
As a business, there more to thinking about treating clients, the real issue is getting them in the first place. So what are some of the roles and responsibilities you could consider and think about:
Office Administration
Who manages your emails, phone calls, correspondence, bills and invoices etc. If you are too busy working in your business (ie seeing clients), then who is taking care of the rest of the admin. Maybe you're still at the stage that you can do this yourself. But if you work full time in a "proper job" you may not be able to take calls during the day. Would it be better for someone else to do this for you?
Promotion
How do you let people know about the services you provide (and more importantly the solutions you offer). What opportunities are there for you in your general area, that would be a good fit for you. Do you like networking, do you do any advertising, speaking, article writing?
Your big idea
What is your goal for the next 5 years? Maybe you've just completed your training, or you've been in business already for quite a while. If you had all the money you needed, what would your clinic look like? How many days a week would you work? How many clients would you see a day? Would you be running a clinic on your own or with other therapists?
Now bring yourself back to today. How are you going to get to your big idea. Do you know how many clients you need to see each week, how much you must be charging to put your idea into action.
Marketing
Some would say that as a business owner, this is the only business we're in. Marketing is about generating a system whereby you develop a relationship with a potential client who needs or may need the solutions you offer, and they know where to find you. The objective of your marketing efforts is to generate leads - people you can follow up with. At the end of the day, if you don't have clients calling you to book appointments, you don't have a business. And regardless of if you're busy or not, marketing has to be done, so that you have a steady stream. The danger is that if you only do marketing when you've time, it'll be left to last, and really it has to be at the forefront. Without clients there is no business. And don't we all want to help more people?
ACTION STEP
Always bear in mind that your own resolution to succeed is more important than any other one thing. I now encourage you to take the first action step - set your goals, think about why it is you do what you do. And then I want you to think of 5 ways you could promote your practice TODAY.
Let me know what you come up with!
