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Building
Your Client/Healer Relationships
by Dianne McDermott
In today's harried and hurried world so cluttered with media and
information, how can practitioners in mind, body, spirit businesses find
new customers? And, as consumers, with so many new modalities being
introduced, how do you find the right one for you? Let's look at the
problem from both sides: the business owner and the consumer.
Mind, body, spirit entrepreneurs spend most of their time consumed by
providing products and services and keeping their businesses running. We
don't always have time to work on increasing our client base and improving
profitability. Yet, seeking new business is critical to succeeding in the
business that calls to their heart. There are shelves full of books, many
many seminars, and lots of marketing experts around who have grand plans
to help increase business. We’ve all heard it before, do the research,
determine the demographics, and analyze the market including the
competition. Experts suggest lots and lots of planning and preparation to
determine target audience, suggested messages, and potential media. Once
you have all your homework done, (about a year later) you can run an
advertisement, build a web site, or exhibit at a conference or expo.
Now, let us consider this dilemma from the consumer's point of view. Let's
say I'm a massage client at a day spa who wants to try some new holistic
health alternatives. How do I find out what is out there? How do I find
out who is out there? How do I evaluate services and practitioners? My
massage therapist can refer me to one or two other practitioners. I can do
some research on the Internet tons of sites, lots of practitioners, who is
good, who can I trust?
Yikes! Why is it so very complex for mind, body, spirit providers to find
customers? And why is it so hard for customers to find mind, body, spirit
providers? First, the holistic community and mind, body, spirit companies
are typically small proprietorships. They don't have advertising budgets
to become household names like Coca Cola. And for the consumer, selecting
a practitioner is a very personal choice. In the end, it' all about
relationship. It is about who YOU feel comfortable spending time with, in
what is really a unique relationship.
OK, let's look at some practical answers for both groups. First, as a
practitioner how do I get my name out there without breaking the bank?
There are more ways to do this than you might think. Here are two that
should net additional awareness resulting in new clients/income quickly.
1. If you are working in a commercial building, be sure you have a sign
that tells the world who you are. Be sure it is representative of your
business and that it can easily be seen by traffic driving past. Ideally
it should be lit at night. Take the time to work with the building owner
and the city/town to establish a presence in your business neighborhood.
You need to be seen, remembered and recognized!
2. Establish a client referral program. There are no better sales people
than your existing clients. For this idea to be effective, you need to
provide real value to your customer for spending time promoting your
business. An effective client referral program provides equal benefits to
both the existing client and the friend/relative of the client.
For example you can offer coupons or gift certificates for the new client
to receive an introductory service for free. The existing client would
also receive the same level of service for each new client that he/she
refers who makes/keeps an appointment. The key is to provide an
introductory service (it doesn't have to be an entire free session).
In the case of massage, perhaps you could offer a 20 minute free
introductory session to the first-time client, and the existing client
gets a bonus 20 minutes in their next session. The cost of implementing
this program is your time and a bit of effort to create the coupons. Here
is an idea, put the offer on your business or appointment cards to save
money.
Now, how about some quick and easy ideas for consumers on how to find and
choose a mind, body, spirit company. Searching for specific modalities in
powerful search engines such as www.google.com will usually bring you to
an association website that has many local links to follow for leads. In
the NE area, there are several on-line portals that have practitioner
listings. Check out sites like ofspirit.com, neholistic.com.
blissfulliving.net and others. Look at who is writing for newsletters such
as this one – don’t be afraid to sent them an email asking for
information/referrals.
Another great source is the local metaphysical book stores. There is
usually a corner devoted to practitioners where you can pick up business
cards for the service you want. Also, attend health and wellness fairs!
There are more and more expos that showcase mind, body, spirit businesses
where you can meet and sample many products/services from businesses in
your area.
Let's say you've collected a bunch of business cards and now you need to
figure out how to choose a practitioner. It is easier than you think! Call
them on the telephone and ask them to tell you about their services.
You're not being pushy or wasting their time. Ask them what their
specialty is, they should be happy to tell you where their expertise is.
Tell them briefly the reason for your interest and ask if they've had
experience in your area of concern. Don't waste their time with
unnecessary chat, but spend enough time to feel comfortable taking the
next step of making an appointment. Don't be afraid to ask if they have
first time client discounts or introductory offers. Ultimately, it is all
about relationship -- your instincts will tell you if this is the right
person for you.
These are just a few of the ways we can find each other. As we move
through time there will be more and better alternatives to mind, body, and
spirit health. Companies who sponsor health and wellness fairs provide a
great service to bring the practitioner community and consumers together
in a holistic supermarket where the products and services can be
evaluated, considered, bought and sold in a face-to-face environment. The
Internet and sites like this one at ofspirit.com helps give us information
and resources to help along the way.
____________________
Dianne McDermott is co-founder of My
Holistic Network, a company providing health and wellness events and
marketing education for mind, body, spirit companies. My Holistic Network
is a membership organization of holistic businesses focused on helping
mind, body, spirit businesses grow and flourish.
Dianne is also Shamballa Reiki master and is certified in Advanced Usui
Reiki Level 3 with more than 10 years experience in the Usui tradition. In
addition to practicing the Inca Medicine traditions, she has a
masters degree in social work with specialty in female adolescent issues
and trauma. Dianne is a 20 year veteran of marketing both products and
services. To contact Dianne: dianne@myholisticnetwork.com,
call 978 394 5166 or see www.myholisticnetwork.com
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