Top Tips Archive

Top Tips Archive

 

Today’s Top Tip:-

REMEMBERING THE BASICS

 Marketing should be thought of as a ‘Distress Purchase’.  A bit like going to the dentist – you wouldn’t do it unless you HAD to!  I mean, if you had a constant stream of high value sales from repeating & loyal customers along with a healthy flow of referrals – why would you spend money on marketing???

 It stands to reason.  If you can get away with spending a tiny amount but get a BIG RESPONSE, isn’t that the best thing?

 Let’s face it, marketing is an expense to your business and should be made to work for every penny you spend.  Why spend out money on marketing if it’s not giving you back in profits more (much more!) than it’s costing you?

 So remember the basics!!  The cheap/quick/easy techniques.  Quite often we get wrapped up in what we COULD be doing in marketing our business rather than what we SHOULD be doing.

 Remember Pareto’s Law (check out http://en.wikipedia.org/wiki/Pareto_principle ).  This 19^th Century Italian economist suggested that 80% of your results are likely to come from 20% of your efforts/expenses.  It works everywhere!  20% of your clothes will be worn by you 80% of the time.  80% of the crime is committed by 20% of the population.  80% of the sales are brought in by 20% of the sales team etc etc etc.  But I digress!

Just make sure you are striving to identify the easiest, quickest and cheapest way of getting more business before getting wrapped up in ‘clever’ or ‘sophisticated’ marketing techniques.

Check out the Marketing Therapy Programme where you will get a step-by-step suggestion of how to double, treble or even quadruple your referrals (one of the easiest/cheapest/quickest forms of marketing) - to the point you might NEVER need to advertise again!

 Click on http://www.marketingtherapy.co.uk

 

 Today's Top Tip:-

YOUR THREE MAIN 'PRODUCTS'

Yes, yes… I KNOW that different therapies have different products and services to offer.  But I’m not talking about these specific items.  I want to remind you that ALL disciplines should offer three main CATEGORIES of product or services

1)       The ‘Cure’.  People will want to buy a solution to their chronic or acute problem.

2)       The ‘Maintenance’.  People will be happy to buy a regular maintenance visit to ensure the  original problem doesn’t return.

3)       The ‘Pamper’.  People love to treat themselves to a feel-good session – just because they can.

 If you cure people, then, as a professional, your job is to do so in as few sessions as possible (or is right for the patient).  But what then?  Most disciplines have an appropriate maintenance plan – perhaps booking the new customer in for quarterly treatments/checkups.  But if this is all you do, then you are missing out on a huge market of people wanting to treat themselves to something.  Something therapeutic, yes… but more of a luxury than a necessity.  That pampered or feel-good factor is a strong motivator!  Does your discipline lend itself to providing a pamper session?

 Some practitioners develop a second discipline especially for this purpose.  Complementing their primary work, this secondary discipline allows them to offer services like “The Christmas Stress Massage” or “The Birthday Treat/New Year Reiki session”.  This also ties in perfectly with gift vouchers.  What a great present to receive a ‘Sauna and facial scrub session voucher’ or ‘Your Best Year Yet – NLP voucher’– and many people are SO difficult to buy for!

 These calendar-specific or event-specific promotions are great opportunities to sell more services to more people.  You should have seen number of ‘Total Eclipse’ healing sessions a friend of mine did in August 1999!!!  Get creative about offering something in the ‘Pamper’ category.

 Of course, many practitioners are in business with other practitioners who may have more appropriate skills to offer such feel-good sessions.  Make a point of discussing ‘inter-practice’ referrals with each other as early in the relationship as possible.

 You can read more about this and many other specific revenue-boosting strategies in the Marketing Therapy Business Building Programme.  Click on http://www.marketingtherapy.co.uk

 

 Today's Top Tip:-

PRICE AND VALUE

A short time ago I had a web enquiry from someone who was having problems building a reflexology business in what she described as a ‘not so prosperous’ area.  The immediate answer when price sensitivity rears its head, is to take the price issue out of the equation.

 All very easy to say, eh?  But how does that work in practice?  Well, first you must believe in the concept below…

 Price only matters when EVERYTHING else is equal (and it almost never is!).

 Think about it.  Do you wear a watch?  When I ask this at my seminars in excess of 80% of the audience put their hand up.  At which point I ask if any of these people bought the watch for themselves.  I am usually left with about 30% of the audience still with their hand up.

 My next question is the ‘killer’.  Did the watch you bought cost less that £5?  Usually (although not exclusively!) everyone in the room who had bought a watch for themselves, admits to having spent more than £5 on their watch.  WHY?  When I know that you can get a cheapo plasticky timepiece for as little as £1.99 at my local market.  The answer is simple:

 If you spent more than £5 on a watch – then you bought something more than the cheapest means of telling the time.  Perhaps a fashion statement?  Perhaps increased functionality? Perhaps higher quality with a leather strap?  A particular brand you trust?  Reliability?  Do you see my point?

 Couple this concept with the idea that there are some things that simply should NOT be cheap:

•  “Hello Darling – I bought you some of that really cheap perfume!”
• “I am going to shop around for the cheapest plastic surgeon available!”
• “I want my staff to get the cheapest training out there!”

 See what I mean!

 Justify your price, not in terms of what it IS but what it DOES.  What can your discipline do for the customer?  Define this clearly in terms of the customer benefits – and you are well on the way.  Then make sure you offer something – or a number of things that are unique to you and your practice (free mineral water, subscription to a news letter, loyalty bonus, evening or weekend appointments etc).

 Too many therapists try to sell ‘their discipline’ rather than ‘The Benefits Of ….’ 

 If you are a crystal therapist – DON’T SELL CRYSTAL THERAPY (sorry I was shouting!).  Sell…

* Deep Relaxation * Self Development * Stress Relief * Improved Self Confidence * Focus * Self Awareness
* Balance between Mind, Body & Spirit * Life Path * Creativity * Spiritual Development * Clearer Communication between Self and Others * Self empowerment and Responsibility * Moving Through Change

 Your discipline or therapy is merely ONE way of achieving what a customer wants.  Identify what result or experience they want (good practice for ANY discipline) and then use your discipline to provide that to your customer – at an appropriate cost.  Maybe not the cheapest – but certainly among the best value!

 

 Today’s Top Tip :-

ALL ABOUT MONEY!

 When I wrote the Marketing Therapy Programme, I had already spoken to many, many therapists about their experiences in practice.  One of the main ‘problems’ experienced by these practitioners was the point at which ‘MONEY’ comes on to the agenda.

 Often, when learning the craft, we therapists offer sessions as complimentary.  This is as it should be.  The ‘client’ in full knowledge of the therapist’s learning gets to try the therapy – and the therapist gets to practice on a ‘real’ person.  And everyone’s happy.  The problem seems to be, when fully qualified, the therapist now needs to charge the going rate.  Some therapists I know have just continued to offer free or highly subsidised sessions because they are ‘still quite new’ – but this is two years down the line!!

 I know we are a people centred business - but we are a business!  So what’s in the way of confidently and clearly generating money (and potentially lots of it) for doing what you do?

 Now money is an emotive subject and a lot will depend on your own relationship with the stuff.  For instance, how was money regarded in your home as you grew up?  Something difficult to get hold of?  Scarce?  A problem?  If so, then you may need to review your relationship with the folding stuff.  Even those whose past was more abundant can pick up bad habits regarding money.  Filthy Lucre, we call it.  The root of all evil?   Actually the correct quote shows that it is THE LOVE of money that’s the problem – not the greenbacks themselves!

 Examine what you really feel about your charges.  Remember that you are supplying a valuable and valued service.  People WANT what you have to offer – and, as long as you manage things properly, will expect to pay for it.  No one walks into Curry’s or Mark & Spencer’s expecting to walk out with products for free (or having paid just 25% of their value).  Also remember that people often equate their own feelings of well-being with the amount (of time or money) they have sacrificed to get it.

 Check around.  What are the alternatives to coming to YOU?  How much do others charge.  Find out why you are different (better) and make your charges known accordingly. 

 And those of you who are more confident around money; let me ask you this.  How many clients would you LOSE if you put your prices up by 5%?  Honestly, now.  My client practitioners often gasp at this suggestion then realise that no one takes the slightest bit of notice when they do. 

 And just to see it from a different angle… One of my client practitioners had the OPPOSITE problem of too many clients!  The poor chap (!) was working too many hours.  Put your prices up by 20% I suggested.  His initial answer was incredible (to the point he paused and then laughed out loud).  “But I’d lose around a quarter of my clients!”  he had said.  Then realised this was EXACTLY the idea!  Less hours, profitability sky high!

 In the Marketing Therapy Programme, you will find out how to set your charges to achieve the income you want.  So, if you haven’t already done so, drop in on www.marketingtherapy.co.uk and buy with the confidence of the money back guarantee.  What have you got to lose?

 

Today's Top Tip::-

About Something Even Your Best Friend Won't Tell You About!

 A colleague of mine is a coach.  He is an intense and passionate person who has a lovely ‘earnestness’ about him.  He is intelligent, person-centred and presentable.  He is fully qualified with a coaching diploma and has a great deal of experience – especially in the education market.

 Sounds fine – I hear you say!  Well it WOULD be if he didn’t have such terrible halitosis!

 Whenever I get into conversation with him, I literally have to breathe through my mouth and find an excuse to move away as soon as possible.  Imagine how his clients might feel.  I am 100% positive this is losing him business – I personally couldn’t continue to conduct intimate conversations at close quarters with someone whose breath was so appalling.  I find it interesting that he reports his best successes with telephone coaching…

 Now it sounds like common sense to ensure one’s personal hygiene is up to scratch (pun intended!), but for a minority of us who work in close proximity to clients – and often VERY physically close, this is an aspect of our practice that is incredibly ignored.

 As the advert (and Tip Title) said “Not even your best friend will tell you!” – and this is more true than not.  Be it niffy armpits, malodorous breath or cheesy feet – we tend to let it ride through fear of embarrassing or upsetting someone.  But if you are that someone – wouldn’t you WANT to know?  Be brave and ask – or at the very least, be exceptionally aware in the personal smells department.  And don’t go too far the other way.  After shave and perfume have their place – but you are treating people not trying to date them!

 Keeping clean and fresh are pre-requisites for being in someone else’s personal space, so regular bath/shower and changes of clothing during particularly hot weather are the order of the day.  If problems persist (as they say) – see you own therapist or medic.

 And as for that bad breath… a quick search of the internet reveals that bad breath is almost always caused by a problem in the mouth, so it is helpful to visit a dentist. Do not try to mask the odour before the visit - it needs to be as typical as possible.

If there is any dental treatment required to eliminate disease or avoid food stagnation areas, this will be carried out. If no oral cause can be identified by the dentist, it may be necessary to attend a clinic that specialises in breath odours, or to visit other health professionals.

In the meantime

• Maintain a high level of oral and dental hygiene. In addition to brushing, it is important to clean between the teeth using dental floss, woodsticks or an inter-dental brush as recommended by your dentist, pharmacist or other health adviser.
• Use a tongue cleaner and clean right to the back of the tongue.
• Use a mouthwash recommended by your dentist, pharmacist or other health adviser. The best time to use it is just before sleeping.
• Drink plenty of fluids, avoiding too much coffee.
• Clean your mouth after eating milk products, fish and meat.
• Chew sugar-free gum, especially if your mouth feels dry.
• Eat fresh, fibrous vegetables.
• Visit your dentist regularly and have your teeth professionally cleaned as required.

 

Today's Top Tip:-

IS ABOUT COMMUNICATION STANDARDS

A recent Marketing Therapy purchaser emailed me to send him the download activation again – something hadn’t quite worked his end – but easily sorted.  The problem was that my SPAM filter had gobbled up his entirely reasonable request before I had a chance to see it.

 BLIND LUCK led me to be perusing my ‘Junk Box’ for only the second time in 6 months when a heading caught my eye.  It was from my customer explaining the problem – and asking me to help.  Well I was devastated.  After offering profuse apologies for the delay and re-sending the download link, everything was sorted (haven’t heard from you since anyway, BN!).  But it got me thinking…

 Are standards of communication the same for everyone?  The answer has to be no!  How many times have you sent an email to someone you know – and they haven’t responded – even if you have asked them to?  What do I have to do to get my kids to write a few Thank You notes nearly a MONTH after Christmas?  Do you receive RSVP invitations and assume the sender will KNOW you are coming?  When attending a course with us, why do around 50% of delegates fail to fill in the pre-course questionnaire in time?  What constitutes an acceptable time period in which you should contact your existing clients?

 During our ‘BALANCE’ personal development courses, we encourage delegates to make little improvements in their own personal standards.  Sending a little ‘Thank You’ note after a meal at a friend’s house.  Replying to RSVP invitations within 24 hours of receiving them (there might be catering to sort out!).  Responding to personal emails – even if only with a J.

 And remember…  Your clients/patients/customers are entitled to know if you decide to have a Valentine’s Couples offer, a Spring addition to your services, a ‘Cold Weather’ aspect to what you do.  Most people are delighted to receive relevant, succinct and useful information REGARDLESS OF HOW OFTEN!  This is a surprise to most of my Therapy clients:

 “But I don’t want to badger or annoy them”.  Is often said.

 Just think.  Dysfunctional selling practices have led to dysfunctional buying practices.  You will only annoy someone if what you send is NOT of interest, NOT relevant and BORING!  SO DON’T SEND THIS KIND OF STUFF!  Of course, it is good practice to always enable someone to choose to come off a mailing or email list.  But the majority of people will end up going somewhere else if they don’t feel they BELONG with you.  Help them make that connection – little and often!  Marketing Therapy has a section all about this.  Those who have a copy already know what to do… are YOU doing it?

 Communication – what a huge topic!!

 

Today's Top Tip:-

IS ALL ABOUT MAKING ASSUMPTIONS

Last week I was asked to speak at a small convention of just 8 entrepreneurs.  Each of the delegates had already grown their businesses to at least £1,000,000 turnover per annum.  I had just 2 ½ hours with them in a lovely setting overlooking the Wiltshire countryside.

 Now – not blowing my own trumpet TOO hard – but I have been speaking for a living for nearly 15 years now, so I am pretty confident whether in front of 8 or 8,000 people.  It’s what I do!

 HOWEVER!!!!!

 One of these millionaires had his lap-top open and was obviously signed into the local WI FI network and was answering his emails as he sat there.  At first I was bemused, thinking he would stop soon after he ‘got into’ what I was saying.  But, when he carried on tapping away on his keyboard (not 10 feet away from me) I started to feel myself getting annoyed.  To be honest – it threw me!

 WHAT A CHEEK!  I thought.  So I started putting even more expression and emphasis on things I was saying – trying to grab his attention.  If anything this made it worse and all I could see was this arrogant, ignorant business-man totally blanking me and doing something he considered far more important.

 ‘Why did he bother turning up?’ I thought as I finished the first part of the programme (now pretty angry at the man).

 Coffee was being served at the back of the room we were in.  And I walked past this delegate’s seat to get a brew.  On glancing at his lap-top screen, I had a ‘Wake Up’ moment!  This delegate had been writing down nearly everything I had been saying!!!!  Not only was he interested in what I was saying – he was capturing all the salient points to take back to his workplace with him!

 I started to laugh.  I laughed at myself for allowing someone else to own my attitude – and at how I had made assumptions and presumptions which were entirely wrong.

 Of course, the delegates asked me what I was finding so funny – so I told them.  We all then discussed stories of when something similar had happened to each of them.  Wry smiles and shakings of heads showed that we had all learned by our respective incidents.  No more so than me at that time.  I even cover EXACTLY that kind of thing in my presentation.  I call it the ‘Ladder of Inference’ showing how an initial interpretation or assumption can lead to destructive behaviour and dysfunctional relationships.

If you have purchased the Marketing Therapy Business Building Programme, you will know that, as a bonus, I send you a way of understanding different ‘Types’ of personality.  I should have taken a dose of my own medicine because I already knew this particular delegate to be a ‘Reformer’: high intellect, detail conscious and results focused, happy to challenge and be challenged.  I could even have asked him what he was doing on the computer during my presentation – and he would not have been embarrassed either way!

For the next 7 days – just check what assumptions you are making about various situations and people.  The model I suggest is:

What actually happened – what are the incontrovertible facts that someone else would also have seen or heard? (i.e. a delegate was typing into his lap-top)

What did you expand it to mean? (i.e. he’s answering emails during my presentation!)

How did that make you feel? (i.e. angry hurt and invalidated.  Was I not interesting enough for him?)

What do you want to do or happen next? (I wanted him to stop doing it – until I realised the truth!)

I’ll be swotting up on my own suggestions for the next while!!

 

Today's Top Tip:-

DON'T FALL AT THE VERY FIRST FENCE

Just before we look at today’s subject may I say thank you to those of you who have taken the time and trouble to e-mail us saying how much the Marketing Therapy Course is helping you. The main theme from all of your messages seemed to be that you were all surprised at the difference between how we suggested you do certain things, and how you were actually doing them!

 In the main, you all thought that what you were doing was the ‘Right’ way, and I’m sure that in many ways it was, but therein lies the value of seeking out new thoughts and ideas, just to check, benchmark and add to your own activities. Surprising how easy it is to fall into that ‘I’ve always done it that way’ trap! So just consider this:-

 You have a skill. You are a professional therapist. I couldn’t do what you do.

 I have a skill. I am a professional marketer. Can you do what I do?

 When we leave our chosen path to tread another we need help – professional help – to achieve what is required. In your case, that is marketing and promoting your business in a way that is efficient, cost effective and profitable. Our Marketing Therapy Course will help you do just that – and more!

 So, to this particular TIP – DON’T FALL AT THE VERY FIRST FENCE.

 What, then, is the very first fence?

 Quite simply, it is the very first time someone contacts you.

 This could be telephoning or even texting an enquiry. It could be someone who unexpectedly walks through your door. You might meet someone socially who starts asking questions. All these points are dealt with in our Marketing Therapy course, but for today, let’s look at the telephone call.

 The following is aimed at you answering the phone, but if you have a receptionist or someone else doing that job, stand by and listen to how the call is handled, and, of course, monitor the result of the call.

 Think now of how you answer the phone. The first obvious thing is that you don’t know who’s on the other end. It could be a sales calls. It could be your partner or friend with a query. It could be anybody…..even a potential customer!!

 Virtually every person I’ve met in the profession considers that they answer the telephone in the correct manner. They claim to be polite, pleasant, businesslike and informative, and I’ve no doubt they are – but is it enough? The answer to that question is an emphatic NO!

 The reason it is not enough is because to get the best result from every call you need to have the right mind-set. That means you have to automatically ‘click’ your mind into the appropriate attitude with which you treat every call from its very first ring! It has to be totally positive. You will be proactive in anticipating the call. You won’t re-act to what is said, you will be ahead and in total control of the conversation. So, when the phone does ring, always presume that it is a potential customer. (If it’s not, you act accordingly). But initially, you now need to be excited – you need to feel passionate about the success of that call – you need to feel a challenge – you need to feel that you are about to make a new friend – you need to feel that there is no way that the caller will not agree to come to see you – you need to know that when the caller puts his or her phone down, they will be pleasantly stunned by the conversation they have just had!

 Slightly different to your normal, calm, efficient thinking perhaps…

 But doesn’t this sound a bit dramatic? A bit over the top? Well, it may sound it – BUT IT ISN’T. It is exactly the difference between being very good or being excellent. It’s the difference between a customer being satisfied or being delighted. And that ‘difference’ translates into many more customers than you would otherwise get from just phone enquiries alone.

 Put another way, you are not only holding a telephone in your hands – you are holding a golden opportunity….an opportunity to convert the enquiry into a loyal and happy customer – and it will all depend on not only what you say but how you say it.

 It would make these TIPS too long to go into dialogue at this time. For now, think it through yourselves. What I’m suggesting is a conscious ‘upgrade’ of your thinking when it comes to answering the phone. A big clue is:- Don’t be afraid to ask questions – and then some.

 Don’t forget, I’m also assuming that most of you are good at answering the phone. So what if you’re not? Remember, everything is a question of degree. Where are you on the scale?

 Here’s an interesting exercise. Make an intelligent guess as to how many phone calls you have answered (or have had answered) in the last month. (If you already monitor your calls to conversion rates, good on you!) Use a daily / weekly average figure. Now try to remember how many of those enquiries came to your practice and became a customer. Make a note of them and use them as a comparative to next months figures (keep records of conversion), and so on, on a monthly basis. You will be pleasantly surprised or even amazed at the difference just ‘answering the phone’ with this different attitude can make to your business.

 Finally, don’t forget that The Marketing Therapy Programme enables you to buy top class information to help you succeed in your business – plus access to Andy or I for specific help – plus a cast iron guarantee of your money back if not delighted. What more could a therapist want!

 

Today's Top Tip:-

IS ABOUT CUSTOMER CARE

This is the biggy!

 Without PROPER Customer Care your business will at best struggle and at worst die!

 

Note that the word ‘proper’ is in bold. That’s because many therapists think they are operating customer care correctly and adequately, but are, in fact, dropping well short of even the basic requirements! As with the first phone call which we discussed recently, they think they are acting in a pleasant, businesslike and professional manner.

 

They may well be, but as with answering the first telephone call, it’s nowhere near enough. That’s because virtually every other therapist will act in like manner – so there will be no way for a prospective customer to differentiate between any of you.

 

So it’s obvious you need to create that difference. You need to act and behave in such a way that will make you stick out from the crowd – way out from the crowd! This will be achieved by treating your customers in a manner that will have them preening with satisfaction and delight – and it is oh, so relatively easy to achieve this!

 

It’s simply being prepared to go the extra mile. It needs an attitude ‘makeover’. It needs a bit of common sense. It needs a bit of extra thought. It needs you to look ahead. All this will then accumulate in presenting your customers with a service way above and beyond the call of duty…..with virtually no extra work or cost to you!

 

Let’s look at an example….and a real life example at that.

 

I was in America recently to speak at a number of therapist seminars and workshops, and one day had reason to go into a place called KERR DRUG (similar to our Superdrug). As I wandered round the store, I happened to notice a pile of what looked like pamphlets on a counter. I casually picked one up and glanced at it. Very soon I had read it all and found myself saying, “Yes! This is how it should be….all the time!”

 

The ‘pamphlet’ was actually a two-page reply paid card. The front cover was as follows - verbatim:-

 

KERR DRUG

 

Customer Service Pledge

 

You are my customer and I promise to make your shopping experience a pleasant one.

 

I promise to fulfil your needs to your complete satisfaction and treat you with the respect you deserve, as well as set an example to my fellow associates to follow.

 

After all, it is you, the customer, who is the real boss.

 

You make my job possible.

 

KERR CARES FOR YOU

 

 Inside the pamphlet was a short note:-

 

Dear Valued Customer,

 

We sincerely hope that your visit to Kerr Drug was a pleasant experience and that we exceeded your expectations. We encourage you to share your experience with us and welcome your suggestions. It is our goal to provide you with complete satisfaction. We look forward to hearing from you!

 

The note was signed by the President and CEO of Kerr Drug.

 

The rest of the inside was taken up by three sections:-

 

COMPLIMENTS?  (We want to know!)

 

COMPLAINTS? (We need to know!)

 

A Name and Address section and the stores branch stamp. One edge had a covered sticky strip for sealing to post.

 

The back of the card was the address of the Company where the card would be sent.

 

O.K. I agree you probably wouldn’t use quite the same words, but you must see what’s being said here! Anyone entering a KERR DRUG STORE was now automatically subject to this care and concern, even before they had become a customer! However, they were recognised as potential customers by their very presence and were thus entitled to such service.

 

Although this level of service is not unheard of, I challenge any of you to find half a dozen stores initiating it. You might find a somewhat diluted version here and there, but what is required is a strong and genuine intention to give the customer the best possible service with no ambiguity – no ifs or buts.

 

You will also notice that we haven’t even approached your expertise in your discipline! Be good at what you do with the customer receiving the above attitude from you from the beginning to the end of his or her treatment, and you have a customer who will not only return, but will readily spread the word of their happy experience to others.

 

Let’s be very succinct and blunt when looking at the alternative. You can be the best practitioner in the land, but if the customer doesn’t like you, your manner, or any element of your practice, for whatever reason, they won’t return and will not recommend you. It’s as simple as that!

 

So, take care of your customers, and most other things will take care of themselves.

 

 

 

 TODAY’S TOP TIP

IS ALL ABOUT SPEAKING IN PUBLIC