Defining a Niche to Attract More Clients....

One of the greatest struggles I see health practitioners and coaches have is around making a decision to define a specific market to work with. Let me ask you this. If someone had a service to offer you, what would be more meaningful? Something that is simply offered to 'everyone', or something that is offered in terms that you care about, in your language, that speaks to a problem you have? Today I'm going to outline some of the benefits of defining your niche and offer some practical suggestions on how to determine a great niche for you.

Even if everyone could benefit from your product or service, trying to promote what you to do 'everyone' is hard work, costly, and will quickly burn you out with little real results. To truly make an impact with your marketing efforts, it makes much more sense to define a group that you can direct your marketing message to who are ready and willing to hear what you have to say, and are likely recognise your product or service as a good choice that can solve their specific problem.

7 Great Reasons to Define Your Client Niche

1. Creating your marketing messages become easier when you know specifically who specifically you are talking to!
2. When you know who you niche is, and what they want, it becomes easier to deliver solutions in a way that engages them - you can speak their 'language'.
3. You’ll be seen as an expert in your field, which automatically attracts more clients to you.
4. You can refine your services to really serve your niche well
5. You are seen as an obvious choice to solve specific problems your niche have
6. You actually reduce the number of competitors you have
7. When you specialise you stand out from the crowd

There are two main keys to defining your ideal niche –

WHO are ready and willing to hear what you have to say, and
WHAT is the problem you can help them with.

Generally I find that practitioners I work with usually have an existing group of clients they have been working with, so that is a great place to start. Beginning with your existing client profile provides lots of clues on how best to move forward with clarifying your niche. If you are just starting out, focus on defining your ‘ideal client’. Refining your niche is a process that may take a little time. But it is absolutely essential. The key is getting as specific as you can. Note that just because you are deciding on a niche, that it doesn't exclude others. But it will definately make your marketing and promotion much easier.

Answering the questions below will allow you to gain some clarity around a potential niche. Note that some of the questions seem similar, but I encourage you to answer them anyway to help draw a solid niche out of you! Do not generalise. Be as narrow and specific as you can.

Your First 10 Steps Toward Uncovering Your Ideal Niche

Take a sheet of paper, note down each of these questions with the associated response.

1. Who are your favourite clients
2. Who are your regular clients
3. Who would you ideally like to work with most
4. What type of client currently uses your services the most
5. What type of comments do you receive from current clients
6. Who gives you the most favourable comments
7. What are the MOST COMMON problems they see you for
8. What issues do you care about most
9. Who would benefit the most from what you do
10. Why do you do what you do?

Is a theme or pattern emerging? You should begin to see some common threads in your answers. As soon as you begin to see that a logical niche can be seen, you will be able to explore what it that you offer that can specifically meet their needs. This will become the start of uncovering your ‘unique selling proposition’. We will explore that further in next weeks Healthy Marketing. Stay tuned....!

If you have struggled with this or found it helpful, I would really love to hear you comments about it. Have you found the right niche for you?

Top 10 Tips to Keep Clients Happy and Coming Back for More

Did you know that as many as 68% of clients go elsewhere because of indifference? It's not necessarily that they don't like your product or service, or don't need it, or have even been unhappy with their experience. It's just....well....indifference breeds contempt (so they say). It is possible to increase your clients by 50% without increasing your marketing budget, simply by working with what you have in your hand.....your existing client base. This weeks Healthy Marketing Guide offers some suggestions to develop and nurture your client relationships so they keep coming back for more as well as bring their friends!

1. Know your customer
It is so easy to assume we know why our clients come to us, without actually asking. It is just as easy to assume you know the reason they stop coming. Asking then why they are here, and what their expectations are, allows you to guage whether you actually delivered. Don't be afraid to ask! They will appreciate you took the time to bother, and the feedback they provide will be invaluble, not to mention the great testimonials you can obtain when they give positive feedback!

2. Show your clients you care
Sounds like a cliche, but it really is true! When you have taken the time to get to know your clients, and then show you care by sharing something that is meaningful to them, or remembering their birthday or major event in their life, it really matters. Showing you care is a great way to 'connect' and build an even better rapport.


3. Do followup calls
Followup calls are a must for new clients and important for existing clients, especially during a healing crisis or more intense issue than usual. A genuine "just wanted to see how you were feeling after last weeks session" will help you stand out from the crowd of people providing similar services. Just another way to show 'you care'.

4. Educate your clients
Have you ever discovered a client has gone elsewhere for a service you offer, just because they didn't know you offered it! Educating your clients on what else you can do for them, let's them know what other benefits you provide, and gives them more reasons to keep coming back.

5. Have a meaningful newsletter
A newsletter is a great way to educate your clients about what else you do. It doesn't have to be complicated. Just make sure the content is meaningful, and has a "what's in it for me" flavour. It's not about you, it's about your client. Again, ask them what they would like to know about, and include it. I suggest including something to educate, something to inspire, and something to recommend or promote. One or two pages is plenty.

6. Do a survey
Quite often when I suggest this, people recoil because they are scared of negitive feedback. But, I have found the opposite to be true! In most cases you will find the feeback to be useful and positive. Surveying your clients helps to ensure you are delivering what they want, and responding to opportunities to improve your service. Try www.surveymonkey.com for free survey software that's easy to use.

7. Listen and respond
Instead of going into autopilot when a regular client comes in, take the time to genuinely listen to what's been happening in their life. Be responsive to what they have to say without just churning out the same old conversation.

8. Create community
This is especially important when we are always dealing one on one with our clients. Being part of your local community where your live their day to day lives, takes you out of the clinic and office and into the real world. You can also create community online through social media where interactions can take place outside 'work'. This adds another dimension to the relationship. Why not try an open day with a social event attached, or a special gathering to mark an important date or event.

9. Surprise them occaisionally
Even the best relationships become boring. Don't let that be an excuse for a client to 'move on'. Introducing a new strategy or idea to how you normally work with them helps to maintain their interest.

10. Reward their loyalty
Why is it that 'new clients' have all the luck? Introductory offers, special deals and discounts should not be reserved for new clients. Adding value to existing clients, rewarding them for referrals, sending a 'no strings' birthday gift or just a thankyou for continuing to be a valued client goes a long way!

To your health practice success...

Krishna

How to Attact More Clients with Joint Ventures

7 GREAT REASONS TO USE JOINT VENTURES

1. They leverage your business to more potential clients through valuable partnerships – building your client base at minimal cost
2. They build your credibility through the trust already held by your partners – exposing you to warm rather than cold prospects
3. You are seen as someone who is willing to work with others for a greater benefit to all concerned
4. They allow you to be surrounded by likeminded and passionate people - you will be inspired and inspire others
5. They can create free publicity
6. If carefully targeted joint ventures will help position you as an expert in your chosen field
7. They eliminate that horrible feeling of slogging away on your own trying to get clients

WHAT TO CONSIDER WHEN CHOOSING JOINT VENTURE PARTNERS

Know exactly who you want to attract to your business. Clearly define your audience. This becomes apparent when you know exactly what your strengths are and who you can help the most. You must identify this first before proceeding, if you want them to work well for you.

Partner with local businesses who have the same target market as you. They may or may not be health related, it could be the local fitness club, café or playgroup.

Approach potential partners from a ‘what’s in it for them’ perspective – it’s not all about you (although your aim is for you to benefit, it must benefit your partners also).

Remember that it's a team effort - you don’t have to go it alone. Bigger joint ventures are best when everyone has a role to play. Don’t be afraid to delegate – just the fact that you initiated the idea will be worthwhile if everyone benefits.

Pool your resources. Eveyone invloved can play a part in promoting the joint venture. Making sure everyones clients hear about the promotion and that any cost are shared will help with the smooth running of your project.

10 JOINT VENTURE IDEAS YOU COULD TRY

1. Place flyers at local businesses in exchange for their ad or coupon in your newsletter
2. Offer a free treatment to the local physio or personal trainer who can speak on your behalf to their clients and refer them to you. A value adding voucher works well in conjunction with these. Offer to refer your clients to them also.
3. Offer treatments as prizes to local charities and fundraisers in exchange for promotion in their flyers and newsletters as a sponsor.
4. Sponsor a member of the month prize at the local gym.
5. Team up with the local health food store – you promote their products while they promote your service.
6. Set up a stand at the local sports club or fitness centre. It offers their members an additional service and you get exposure to new clients.
7. Participate in open days and community events – you’ve got to be in it to win it!
8. Create a health expo by teaming up with other practitioners. Charge a fair price for half hour treatments and offer free talks on different health issues. Ask a local venue to donate the space. Promote it through local newspaper articles and what’s on columns, on community noticeboards and free online community directories. A little planning goes a long way.
9. Create a local network that appeals to your target market. For example, if women 40 plus are your market, team up with a local café or restaurant and host a monthly luncheon event. It could be purely social or you could have an interesting speaker each month.
10. Join with other complementary businesses and do in-home functions that are fun. Great for hens parties and 'girls nights in'.

Teamwork divides the task and double the success.
- Unknown


Got a joint venture idea that has worked for you? I'd love to hear about it!

Top 3 Tips for Getting Client Referrals

Most of us don't need convincing that a large percentage of new business comes from 'word of mouth'. But, when it comes to taking an active part in getting client referrals we freeze! Why is that I wonder? Is because you don't believe that what you offer is of value? Is it because you are fearful of rejection? Both natural human responses.

BUT, I assure you, if you are offering value to existing clients and they are coming back for more, then you are definately offering something of great value and it deserves to be shared don't you think?

Here's my top 3 tips for getting client referrals:

1. Ask for them

The simple most effective way to get referrals from existing clients is to ask for them. Don't apologise for that, there is no need to feel bad about it. Say something like:

"I don't usually advertise, but I would love to help anyone you know with the same problem. Would you mind giving my card to anyone that could benefit?"

2. Reward those who give you referrals

Offering a reward for referrals is a great way to encourage people to remind others about you. Don't feel that you are 'buying' the referral, as they won't refer if they don't value what you do. People really appreciate being thanked. Offering a $10 voucher off their next visit (to use within 30 days) is a great way to reward them as well as keep your pipeline topped up with regular repeat visits.

3. Have a simple referral system

A system is simply something that works for you that you repeat to keep getting a result. The system could be as simple as 1-2-3. 1. Ask 2. Thank 3. Remind.

By asking for referrals, always thanking them, and continually reminding them (this could be verbally, through your newsletter or using a poster in your office), you will find you continue to get referrals. By reminding your clients that "the greatest compliment they can give you is to refer their family and friends", you will find that health business will continue to grow.

I would love to hear about your favorite referral methods....so post your comments below.

Oh, and if you liked this post, don't forget to share it with your friends!!

To your health practice success...
Krishna

Attract More Clients Using the 80/20 Rule

Are You Confused About How to Market and Promote Your Health Business?

Need clarity on the best ways to attract more clients?

Most natural therapists, health practitioners and coaches are passionate about helping people to live better lives. But sometimes it can be a challenge to turn this passion into a profitable business.

Does that sound like you?

If so, join me for a full day on July 4 at Pacific Paradise on the Queensland Sunshine Coast and learn HEALTHY MARKETING strategies that you can implement immediately into your business and attract more clients.

At this interactive workshop you will learn:

• The 7 common pitfalls that you are wasting your money on that need to stop NOW
• Low and no cost marketing strategies that are highly effective in building a practice
• What to say when someone asks “what do you do” that will attract the right people
• How to determine who is the right people to target that are most likely to book
• 2 simple ways to stand out from others in your area of expertise
• How to get the results you want by following an 8 step process for every promotion
• 5 elements you must consider for every flyer, brochure and ad to make them effective
• How to avoid ‘peak and trough’ syndrome where busy periods are followed by slumps
• What you need to do to retain your best clients who continue to refer
• How to ask for testimonials without feeling like you are having a tooth pulled!

I know you are ready for a more prosperous practice. Why wait?

For more details or to book online visit http://www.healthpracticesuccess.com/training.html training and workshops page.

One saturday will make all the difference to connecting with new clients you love to work with. If you are tired of wondering why your marketing efforts aren't paying off as well as you'd like them, this workshop is for you.

Visit http://www.healthpracticesuccess.com/training.html or email krishna@healthpracticesuccess.com with any questions you have.

Does Your Marketing Plan Have What it Takes to Get the Job Done?

There is a lot of debate about what marketing actually is and what a marketing plan should include. I like to think of marketing as anything that puts you in front of the right type of potential client you want to see in your health practice. This includes things such as what your product is; how you position yourself within your industry and how you are going to promote that to the right people. Of course the whole point of marketing is to get clients or customers.

Today I want to address the whole notion of attracting enough clients so that your health practice prospers. These are not just any client, but clients that want what you have, are willing to pay for it, and will refer others to you.

Too often, health practitioners rely on methods of promotion that is very passive, and does not expose them to enough of the right kinds of prospects. A few flyers on the local noticeboard or down at the local cafe, does not a flourishing practice make! I am not saying don't use these methods, as they can be very useful, but as stand alone marketing tactics they are not likely to produce a very big result.

BEFORE YOU START DOING ANY PROMOTION

Be clear on what you are promoting. Is it a workshop or a service? Try not to get too many ideas across at one time.

Be clear on your target group. Be as specific as possible. Is it working women, depressed people or men who like fishing? A clear idea of your target market or niche allows you to 'speak' to them directly, rather than being a jack of all trades who does anything for anyone. This is not the way to build a solid client base.

Know exactly what you want to achieve. Is it a certain number of clients per week? 10 bums on seats at a workshop? A particular income per month?

Where will you find the right people? Where do they hang out? How can you connect with them?

What tools do you need to reach them? An interesting presentation? Brochures, editorials or press releases?

What is your budget? Of money, of time, of energy?

NOW - THINK IT THROUGH....

-Are enough prospects being exposed to your campaign to get the DESIRED RESULT?
-Are they ready to receive what you are offering?
-Does the methods you want to use suit your target market?
-Do you have enough frequency and exposure to get a RESULT?
-Is your budget enough to get the job done? (Time, money, energy)
-Have you got the right tools?
-What help do you need? Can you delegate anyting?
-SWOT - be aware of any strengths, weaknesses, opportunities and threats.

If you are serious about having a prosperous practice, you must get serious about reaching good quality prospects who can become clients. The right message in front of enough of the right clients will bring you the desired result.

You can turn todays ideas into tomorrow successes when you work towards what you want with passion and persistance. You can do it!

To your health practice success,
Krishna