Articles


  • 17 Sep 2017 8:35 AM | Allison Low (Administrator)

    When it comes to

    growing your business

    Get Out of Your Comfort Zone

    Over the past 30 years, I have heard so many times, ‘I can’t get any new clients’.

    Well the simple truth is that your competitors can. WHY?  THEY PLAN.

     I won’t sugar coat it; in excess of 80% of people who start a business do not have a solid marketing and growth plan. That’s a major part of why 7 out of every 10 businesses fail

    So here are 5 simple rules for you BUT you MUST do all of them to succeed, don’t just pick the easy ones so…

     Get Out of Your Comfort Zone

    RULE 1: If you’re having trouble expanding your customer base, you may be inadvertently narrowing your focus, and with that, missing the mark with potential new customers.

    Yes, you know a few people but they don’t all want to deal with you. They prefer to keep their issues separate to your friendship.

    Yes, you feel you work hard to get new clients. Then, when you do, you stop marketing!!

    Your plan MUST have you spending at least 20% of your time doing active marketing for new clients – YES, CONTANTLY.

    This doesn’t sound like what you wanted to do, right?  Well it is part of being in business and if you want to stay in business you must constantly be looking for and attaining new clients. The simple reason being that your current ones won’t stay with you forever.

      

    RULE 2: If you are marketing your business in the same way that you always have, it’s no surprise that you will having trouble reaching new customers, as you will only be reaching the same audience. Each month try just one different thing. (Some suggestions below)

    A:  Leave a brochure in the clinic stating:

    “Free treatment for every time you refer someone and they have a treatment with us and they will also get a free treatment”

    Hell, you might be thinking, ‘I am giving away 2 treatments’. Well how many treatments do you have to do to pay for an ad in the paper and are you guaranteed a new client from it?

    B: Send out a flyer to all of your clients:

    Hi Joe (make sure you personalise it- otherwise they won’t feel compelled to do anything)

    I just wanted to say - thank you for being one of my truly valued clients.

    As you know I work fairly hard and sadly don’t have enough time to do all the marketing I should to find a couple of new clients just like you.

    So, I wondered if you can help me by thinking about who could benefit from my services. If you think of anyone please just email or text me their name, address or contact number and I will give offer them a free initial treatment because they came from you.

    Business can be hard but when I have nice clients like you it makes it really nice to be able to provide my services.

    See you again soon and again thanks for being such a nice client.

    RULE 3: Leverage of your existing network.

    Yes, we all hate to ask our current clients for referrals but there are many ways to do this without directly asking.

    RULE 4: Build a ‘RELATIONSHIP MAP’.

    • This is essential as no matter who you are, you will always work better with a profiled client.
    • E.g. Male, 40-55 yrs, Senior management in a industrial type company.
    • Then you start to draw a line or ‘map’ of who else you know that fits that particular profile and if you don’t know any more people then simply ask your client by saying something like:
    • “Joe, I am working on my business relationship map and your business profile is perfect for me to work with. Can you kindly advise where I can find the names and addresses of people in similar industry and career positions to yourself.”
    • Then create a map of how you will reach out to them and arrange to chat with them. Oh yes, you must chat and not wait for them to contact you

    E.g. It’s simple. You, once again, profile people you want to provide your services to, ring their company and say that you have a personal email that you need to send. Can you please have his/her email address?

    RULE 5: Newsletters

    These can work for many reasons. They keep you in the forefront of current clients’ minds BUT MORE IMPORTANTLY, they can create new clients for you.

    Many people ask what do I put into the newsletters? Education. Yes, education.

    You might think this won’t be interesting but it is if it is written in common language not full of technical or industry-type words.

    Do not include great selling offers. Make it a discreet offer at the end. Something like:

    Thank you for taking the time to learn a bit more about my profession. If it is of help to you please call me to discuss any issues you have or that you feel I may be able to help you with.’ 

    When it comes to reaching new customers,

    what strategies have you put in place?

    Author: Peter Kinnaird is a niche specialist and Master Practitioner of NLP who has become an authority in using NLP in the Business environment.

    Pete’s straight to the point attitude of ‘let’s do it’ does unsettle some, but they seem to be those who are talkers and not doers. He states: “I define the end goals in simple terms and create the path to achieve them.  He is a truly knowledgeable professional whose passion is for people to learn and take ownership of whatever they do.

    If you are struggling to bring an idea to reality or have a business that has stalled or lost its vision, contact Pete on 1300 969 380 or email: peter@businesscurve.com.au for an initial free evaluation chat - remember Nothing Ventured – Nothing Gained.


  • 07 Aug 2017 7:39 PM | Allison Low (Administrator)

    It’s the question every NLP consultant asks.

    Why?

    Because clients are the lifeblood of any consulting business.

    Without clients, you can’t keep the lights on.
    Without clients, you can’t make income.
    Without clients, you can’t grow.

    So how do you get more clients? There’s certainly no silver bullet. I wish I could write a column and say do “X” and you’ll have clients knocking down your door today, and for years to come.

    Instead, getting new clients takes time, energy, and lots of effort. To get a steady pipeline of clients, you have to invest time into building relationships, networking, and marketing your business.

    These five things are essential for success as a professional in private practice and when you get these five things and use these five things, you will be able to experience success and see new clients coming into your office, benefiting from your services, who then go on to refer other people to your services and your practice will grow.

    What’s the first thing you need? The first thing you need is not a business card. A lot of people think, before I do anything else I need to get a business card. Business cards are small, business cards get written on, business cards are used to fold-up pieces of gum at restaurants and business cards get thrown away because so many people collect so many of them. It is wise to have a business card, but the first thing you need is an excellent flyer.

     

    It has great colours, it talks about the “pain” issues they (your potential clients) & the solutions your services provide and how to contact you.

    It  should not be all about you & your picture-

    If you can afford it you get a professional to create it for you otherwise  a Word Template from Microsoft to design this flyer then ask some people who will tell the truth not just tell you its wonderful . Posting it on Facebook and asking for opinions doesn’t work as they will not want to give negative feedback.

    Then either get them printed by a printer or print off yourself a set number at a time – make sure still god quality print.

    The benefits of a flyer over a business card is that people are actually less likely to throw them away. There’s more space for a powerful call to action and to describe your services to an individual.

    The secret then is to hand them out -do not keep them in your office and think Ï wonder why they didn’t work. Either go for a walk yourself or stand at a railway station and hand them out or pay some others to do that for you. Plan how many per week should be handed out – not for just one week but for at least 10 weeks in a row but in all different locations.

     

     The second thing that you need are prices that are not the cheapest in town. People are not looking for a bargain , they’re actually looking for the best person to care for them, to help them overcome or rid them of their “pain”(problems).

    I meet & see new practitioners all the time who think,” oh, because I’m new in practice I need to be less than anyone else. “ If you’re less than anyone else, I guarantee, you’re getting less business than anyone else as well. My advice on what should you charge is this:

    Find out what the other people in your area are charging for similar services and you should price yourself at 10-20% above the average of the cost of services that others are charging. If the low end is $100 and the high end is $200, well, you should be charging, then let’s say the middle is $150, you should be charging about $165 for your services.

    People always ask me, specifically what should I charge?

    They say- I’m not quite sure, I charge this person that, no, no, no. You need an established price and you need to stick to it and that price should not be the cheapest price in town.

    The third thing that you need in order to attract new clients to your practice is you need to have programs or packages of sessions that are offered together. In other words, rather than trading dollars for hours and seeing clients for single sessions, you need to be selling solutions instead. There are a couple of reasons for this. One, it’s just a much better business model from a cash flow perspective, but even more importantly than that, it’s far more credible. You and I know that NLP is powerful. We know that a person can create an anxiety or a fear or a phobia instantly. We also know that within our techniques in NLP, reprogramming the subconscious mind that they can actually leave that first session free of those phobias or fears or anxieties. We know that, but the client who suffered their entire life, they really don’t find it credible or believable that, well, in one session, they’re going to quit smoking after 30 years of trying to quit or that they’re going to overcome panic attacks on the highway when they’ve experienced this for the last 10-12 or 15 years.

    When we offer packages to clients, I offer packages of  four  or six sessions. With explanations why 6 instead of 4 .

    Clients are more likely to take advantages of the services that you offer. People will say to you, if NLP can be effective in a single session, what do you do with those extra sessions? Then cover off with -Let’s take smoking for example.

    Clients actually leave the first session a non-smoker, but that second session two or three days later gives you a chance to ratify the change that has taken place and to give them further suggestions that are going to help them move into a new chapter of life without ever relapsing and that those latter  sessions are a tremendous opportunity to help them explore and understand how applications of NLP can help them throughout the rest of their life.

    With weight loss clients,  typically do six sessions with them.  Do one session a week for the first three weeks and then move them to a once a month basis for the next three months. Clients love the fact that they are going to have you to coaching them, in other words,

    They see that you are going to be crossing the finish line with them because you offer my services in the context of packages or groups of sessions.

    The fourth thing that you need in order to attract new clients to a private practice is you need reviews. You need reviews on Google and in your newsletters, flyers and  other local review sources. The reason why is simple. These rank highly -emotionally for those suffering similar issues.

    In the search engines, obviously you need reviews posted on your web site , Facebook etc . Then when people type in your name or the name of your business, it’s going to pop up and if there are zero reviews, it’s going to be a lot like going into a restaurant at 12:15, the height of the lunch rush and only seeing 1-2 tables. It might actually be great food, but you’re going to say to yourself: Is this place any good, nobody is here. If nobody is here, the conclusion is it must not be any good and so you need reviews because people are going to see when they Google NLP or weight loss or stop smoking  in your local city, they’re going to see businesses and they’re going to see reviews and you need those filled out for your business.

    The fifth thing that you must have to attract new clients to your private practice is an exceptional, brilliant web page. Please do not use a template service that offer free templates or some other page like that. The reason why is simple. Those template websites don’t give you the opportunity to create the search engine optimisation to really rise to the top of the pack. Creating a brilliant website, using a word press platform that is fully customisable gives you the ability to actually create a website that has content and meaning, but most importantly, is found by Google. When people are looking for somebody to help them solve their problems, they’ll be able to find you. In fact, the first opportunity that you have to help somebody is often to help them know who to call for help and that’s accomplished with a brilliant and excellent website.

    I meet a lot of NLP practitioners  who say: I can’t seem to attract clients . I ask – do you have a web site, Facebook or put out flyers –If they say no -then they just self answered why their business isn’t flourishing. If people don’t know about you- how will they come to get your help?

    Having a web site is an asset to your business and is just as important as having a place to conduct your practice from.

    Author: Peter Kinnaird is a Master Practitioner of NLP who has specialised in using it the Business environment.


    Pete’s straight to the point attitude of “let’s do it”, does unsettle some but they seem to be those who are talkers and not doers. He states: “I define the end goals in simple terms and create the path to achieve them” but, he is a true knowledgeable professional whose passion is for people to learn and take ownership of whatever they do.

    If you are struggling to bring an idea to reality or have a business that has stalled or lost its vision, contact Pete on 1300 969 380 or email: peter@businesscurve.com.au for an initial free evaluation chat - remember “Nothing ventured – nothing gained”.

    For more articles visit aanlp.com.au


  • 21 Jul 2017 7:37 PM | Allison Low (Administrator)

    If you realize that there are aspects of your business you should be improving, do not sit on your hands and blame everyone & everything else.

    Take a crack at organizing your goals in a way that will be motivating and fun, and see the result of an improved and more ethically sound practice.

    This will be the first of a series of mini guidance tips for you & your business Practice future.

    It seems that every solo practitioner I meet has a list of things they would like to be doing better in their practice. Sometimes the motivating factor is business growth, sometimes it’s efficiency. At the heart of many “to do” items, though, is a desire to create a more ethically sound practice. Where do you start?

    Don’t Get Stuck, Get Creative

    If you hung your shingle with little guidance or infrastructure, the list of things that could be upgraded and shored-up can be overwhelming. The choice is not to either change everything at once or do nothing at all. The route to moving forward is to set reachable goals.

    This is not the time to list out the things you need to improve and to be done today as a crisis list. This is the time to think creatively about setting goals for your practice, that means taking a few hours to really look at what you want to have achieved by the end of say 2018- then in a Business Curve process plan backwards in steps of what is needed to be done & by when

    .

    Goal Setting Does Not Always Mean a To-Do List

    A Business Curve approach removes that list becoming a long endless added to one, which usually mean it will be less likely we are to do anything on it. The psychological impact of its sheer length shuts down our motivation and crushes any belief that we can succeed.

    Creative and Effective Methods of Setting Goals

    Timeline your plans. 

    With the Business Curve approach, you work backwards so each action you undertake means a progressive planned step forward towards you bigger end goal.

    So how do you do this “Business Curve “plan

    Simple here is an example

    1: List 5 major things you want achieved by end of 2018

    2: The break each one down in to steps – going BACKWARDS

    What backwards!!!-Yes here is an example

    If you want to build a client base of 100 clients by end of 2018 then simple by the end of the previous quarter being end of September 2018 how many will you need to have to achieve 100 by end of December 2018- well you don’t simply say I have 20 now so that’s another 80 and divide that equally over the next 16 months. 

    Understand that a Business Curve is a realistic approach in that the start is slow and time creates a greater momentum of growth speed.

    So, getting back to the number needed in September 2018 might be say 80 (thus you need to attain 20 in the last quarter of 2018). Then go backwards to the next quarter so forth till you get to your current quarter and you clearly see a calculated number required to attain not just a figure plucked from no where.

    Here is what a chart might look like:

    Dec 2018       100

    Sept 2018     75

    June               55

    March            40

    Dec 2017       30

    Sept 2017     20

    Now (end July) say you have 15

    So, you are now to focus purely on attaining 5 more clients by end of Sept 2017 and you are on track to reach your end Goal of 100.

    This gives you a stronger feeling of achievement & focus and ensures you create your marketing focussed on real targets to achieve and not “let’s print some brochures and hope we get some clients.

     In the next Practitioners Tip Sheet – we will cover how to attain clients

    You will learn -  how to select a method, try it & measure its effectiveness

    More important than which method you choose is that you choose something and HOW you run with it. If you realize there are things you should be improving, do not sit on your hands. Take a crack at organizing your goals in a way that will be motivating and fun, and see the result of an improved and more ethically sound practice.

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    Author: Peter Kinnaird is a Master Practitioner of NLP who has specialised in using it the Business environment.

    Pete has a passion for niche market businesses or projects. Not only does he bring those crazy ideas we all have, to Commercialisation, he also helps businesses expand into previous unthought of new business development

    Pete’s two beliefs:

    1:  People’s first reaction to challenges or change is “Why”

          Pete’s reaction is-Why Not!

    2:  When most people hear the words NO-  they become negative as it means the end 

         To Pete it means - Next Opportunity, a reason to be positive and move forward.   

     

     Pete & You

     Pete’s straight to the point attitude of “let’s do it”, does unsettle some but they seem to be those who are talkers and not doers. He states: “I define the end goals in simple terms and create the path to achieve them” but, he is a true knowledgeable professional whose passion is for people to learn and take ownership of whatever they do.

    If you are struggling to bring an idea to reality or have a business that has stalled or lost its vision, contact Pete on 1300 969 380 or email: peter@businesscurve.com.au for an initial free evaluation chat - remember “Nothing ventured – nothing gained”. 


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