I know you’re passionate about helping people and to help people realize there are other options, more alternatives available to them, beyond traditional medicine. So let’s get down to helping you make money so you can reach and touch more people and Increase Your Revenue by 75% With One Simple Idea.
I want to talk about the fact that building customer loyalty helps you immensely. Actually, it guarantees that you’re going to keep more clients in your business, which will make your revenues increase. In fact, your revenues will go up by the tune of 75%. This is documented!
I want to share a story about a customer experience I had. I saw an all-time favorite massage therapist at one point, and she always kept me coming back. Specifically, there was one thing this therapist did that was really above and beyond.
Clearly, I had amazing results with her. She was a great massage therapist. But the amazing outcome she could offer was specifically reducing tension and pain in my shoulders. It made me feel so relaxed and well cared for, but in addition, there was always a great customer experience that she orchestrated for me every time.
Every time I walked in, there was always someone there to greet me. They would offer me water or tea and I’d sit down on the cozy sofa in the waiting room, listening to lovely music playing. Essential oil would be diffused in the air and it honestly felt like I was hanging out with friends in my living room. This made me not mind waiting. Because, let’s face it. It was really comfortable, really cozy and was really warm and inviting!
But, I typically didn’t have to wait often, anyways.
Once I’d get into the therapy room, I’d select oils and relax on the table for a few minutes before we got started. This therapist was great at balancing between talking shop and letting me just check out. I like to talk shop, as it helps me unwind a bit, but then we’d get into the massage and she did this really, really well.
It was always a very consistent experience.
I never felt rushed, or more importantly, that she was rushed. There was always plenty of time before and after and the practice wasn’t jam packed with appointments.
Now… onto another experience.
A different massage therapist I saw got the job done, but it was completely the opposite experience from the other place. This therapist was part of a bigger yoga center that offered other therapies and services. They had retail and about 10 people at their front desk. It wasn’t cozy. While it was clean and well designed, it wasn’t warm and welcoming. It felt like a big place of business.
This therapist talked my ear off the whole time. There wasn’t tea, there wasn’t water. It was rushed. Everything was ran on the hour. If I’d say, “ouch” he’d say “No pain, no gain.” It was sterile, didn’t allow me to unwind and just wasn’t relaxing.
I want you to think about this.
This is what I mean when I talk about creating a great experience that will earn customer loyalty. While I went to the OK therapist a couple of times, the first therapist is the one I was really loyal to. When people would ask me for a referral, I’d refer them to my favorite. Everyone.
Why? Because she delivered an amazing outcome and a high-touch client experience. Over and over and over.
I am betting that if you think about your own experiences and why you go to certain places, you’ll see elements of this, as well.
Starbucks has had a great reputation when it comes to this type of experience. I’m a huge fan of Starbucks because no matter which location you go to, you’re always getting the same customer experience. They have created a powerful recipe that they are delivering over and over and over gain.
A lot of practitioners fail when it comes to this type of consistency.
But when you are consistent, you are delivering and engaging with all five senses. You create a memorable experience, which is going to cause people to say, stay and buy.
Say, Stay and Buy
These clients are going to talk about you in the marketplace. Referrals! They will share the fabulous experience they had with you .
They are going to become loyal and will only be taking their business to you.
Because of this loyalty, they are going to buy more products and services from you.
This is something I incorporated into my clinic immediately because I understood what customer experience was all about. When people experience this high-touch experience, they will literally feel and think differently about your business.
I had a client come in and left a review about her first visit, saying that she had been treated like a queen. Can you imagine having clients running around in the marketplace, telling people that they were treated like a king or queen at your place of business? That is powerful!
Building this kind of customer loyalty is going to guarantee that your clients will stay with you. And because you keep more of those clients, it will literally impact your bottom line to the tune of 75% more revenue!
They are going to say, stay and buy.
So how can you do this? I discussed earlier about incorporating the five senses. Let’s get deeper in this.
People are inundated with marketing messages, whether it’s from their phones, billboards, etc. Information is coming at them all day long. So how do you compete with that? How can you stay on top of their minds? By being memorable.
Think about how powerful your senses can be. When you smell something specific, it can take you right back to a wonderful memory or powerful moment.
You want to engage with the five senses so that you’re stored in their brains. It’s what people will see, hear, taste, touch and small when they’re engaging with you and your business.
Some things I did at my clinic:
Ample signage that’s clear and helps you get to the entrance
Really good parking upfront by the door
A receptionist who gives warm greetings when a client comes in
Give tours to all new clients
Offered tea or water
Music played, the same kind of music everyday
Essential oils were being diffused
Cozy chairs in waiting room and treatment rooms
All of these little touch points were thought out and thought how they would engage with the five senses. The goal was to make everything more memorable. I wanted to stay at the top of their minds and to create an unbelievable experience that would earn their loyalty. Consistently.
By doing this, you’ll increase your revenues by 75%.
Building customer loyalty is truly the answer to increasing revenue and making money in your wellness business.
Let’s face it. Money isn’t a bad thing! It allows you to do whatever it is that you desire and of course, deserve, in your business! But, it can also help you reach and touch more people and can be a tool for you! And if you’re in the wellness business, you clearly got into this in the first place because of your deep passion to end the struggle for other people. You also want to create more accessibility to show them how they have the ability to heal themselves, as well. So what is The Key to Generating Referrals to Double Your Income?
So, your inability to make money can prevent you from doing all of these things.
I want to talk to you about the one thing you can do to generate referrals, which will lead you to double your revenue. Just one thing!
I had a client at my community acupuncture clinic. She was that one perfect, ideal client! You know the one. You see their name in your appointment book and you just smile, looking forward to seeing them. Well, she ultimately taught me how to teach my clients to bring me referrals and better yet? To bring better referrals in a really powerful way.
It starts with asking.
This client helped me to tune into behaviors, which really stood out to me. I than began to notice these behaviors in other clients, as well. She would always ask me how my business was doing. We’d talk about acupuncture and how it was helping her and than she’d often ask me something like this, “I was talking to this lady at work and mentioned to her about the clinic, do you think you could help her with (fill in the blank)?”
She would always ask for my business cards. Every time she came in. She continued to exhibit this behavior consistently and it stuck with me. It made me see some key elements that would really make a powerful referral relationship with clients work!
But here is the thing. Referrals always start with ‘the ask’. Not all clients will ask about your business and want to pass out your cards, so it takes you asking to get the ball rolling.
Obviously, without a really positive client experience, it will be hard to move forward with this. So, make sure you are thinking about and facilitating an awesome client experience! Work on providing those amazing outcomes for them!
I know you’re afraid. I know you may struggle with what to say and how to say it.
So we’re going to work on making ‘the ask’ a skillset, which you can learn!
There are three things to know to make ‘the ask’:
1. Allow or look for the opportunity when the client opens the door
So my ideal client from above would always ask me, “How’s business Michelle? How are things going?” When I tuned into this, I started using it as my opener. I also noticed it with other clients. When they would ask about my business or how things were going, I would use it to make ‘the ask’. What better time?!
In the beginning I would say, “we’re growing, I’m still looking to grow my business and would really appreciate your referral!” The door opened right up for me to ask and I started taking advantage of that!
As my business grew, I would have clients comment about how busy I was and how many people were in the waiting room. Or they were struggling to get a spot on my calendar. That was another door being opened for me! That’s when I would say something like, “Yes, we’ve grown so much since you were first coming in, we really appreciate your business, but always looking for more people and would appreciate any referral you can send our way!”
Boom. It’s that easy to ask.
2. Reinforce It
Reinforce that initial ask by making sure that before they left, they have a took in their hands! Don’t just leave it at that initial ask. Reinforce your initial conversation by offering to give them a few business cards to take with them.
Now you’re talked with them twice! Once when they came in and again, on their way out.
3. Empower the Client
People may not know what acupuncture is or don’t know who to send to you. They’re not sure if you could help someone they may refer and they don’t want to look stupid. So, empower them and help them understand who would be a great referral to you!
Let them know that a great referral to you would be someone who is experiencing the same exact thing that you are treating them for. They know the people in their circle who suffer from similar things, and you’ll be empowering them by just letting them know what a great referral would be.
Your clients are a walking testimonial!
Don’t leave it up to them to have to explain acupuncture or whatever it is that you may do to people they encounter.
And don’t forget to thank them!
One question I get asked a lot is if you should have a referral program. Ultimately, this is what I think about referral programs.
For me, I want to deliver and awesome experience for my clients. I want to give them amazing outcomes and would love for them to spread the word about me and my business.
But I don’t want to have to incentivize them to do that.
It just doesn’t feel good to me.
Ultimately, think about what feels best to you, what matches your integrity and what you value for you and your business!
Making Money. This isn’t a dirty word, it’s what you need! It’s what you want in your business to reach the level of success you’re looking for, desire and deserve! When you learn How to Increase Your Email Response Rate, you’ll be taking action to make that money!
Today I want to talk to you about how you can grow your email response rates by 10 times, simply by nurturing your leads. There are statistics out there on this! Instead of just shooting emails at them week after week, how about showing them around a little bit? When they come to you and join your email list, nurture and build a relationship with them. But how?
Think about it. When you invite someone over to your home for the first time, you don’t say, “Come over for dinner at 6pm” and just leave the door open with a little Post-It note on it telling them to come in and show themselves around! You greet them and probably give them a little tour and maybe put a drink in their hand.
Nurturing your email list is the exact same thing.
Another great example is dating. When you first date someone, in the beginning of your relationship what do you think would happen if you have a first date, than don’t hear from someone again for another week or two? Or three? They’re probably off your list.
You were so excited and were the most interested in them after that first date. What did you want to happen? You want them to call you the next day. The same is true with your email list.
Simply nurturing your email list gets results and is an answer for How to Increase Your Email Response Rate!
Say you’ve got an opt-in on your website. You’ve got a specific call-to-action that says “Join my email list” or “Download this awesome freebie”. That’s fabulous!
But do you have any kind of email sequence behind this to build the relationship? To date them, per se? I know what you’re thinking…
”I have no idea how to do that! What do I say or what to send them? I thought it was pretty damn good that I had an opt-in on my website to begin with!”
This is where we’re going to dig in. I want to share with you what your nurture sequence might look like so you can implement it today in your business model. When you property nurture the relationship with your new leads, you WILL get 10 times the email response rates!
You want to send out about four to six emails over a one to two week time period!
I know this feels uncomfortable. You don’t want to bother people, but I promise you that when you nurture the relationship, it will be worth it.
Think about that first date! That person wants you to give them a call. They want to hear from you and so do your leads because they’re giving you their name and email address for a reason! This is when they are the most interested in you and they want to hear more!
What should be in those emails?
Day Zero –
This is when they opt-in, You’re going to send them a nice welcome message and deliver whatever the freebie was that you offered. A nice general email with a download link will do the trick.
Day Three –
Send them a story. Relate to them. Show them that you understand how they might be feeling. Also, remind them to grab that freebie download in case they haven’t had a chance to check it out yet.
Day Four –
Show them that you can actually solve their problem. Whatever their struggle is, show them examples of things you have done.
Day Seven –
Deliver Proof. Build up that authority status, the trust factor, with this new lead. Provide a potential case study. Offer testimonials.
Day Ten –
Introduce the next step by inviting them in for a free consult. A complimentary call.
Day Eleven –
Give them a last chance offer.
This is a very tactical example of how over four to six emails within a one to two week period, you can begin to nurture and build the relationship.
Remember… you’re just starting to “date”. They’re interested and they want to hear from you!
This type of nurture sequence will help you gain 10 times the response that you are getting now. You will start getting people who WANT to take action! Once they sign up for that free consult, now you have a very warm lead that you’ll have an easier time converting into a client.
Making money, the money that you desire and deserve for the level of success that you want in your wellness business is a good thing! It’s not just a good thing for you, it’s a good thing for your clients and for our industry. You’ll be able to reach and touch more people and this is why I’m so passionate about showing you how to make money in your wellness business! That’s why it’s so important to Avoid This Costly Mistake with One Simple Step.
A costly mistake many business owners make? Waiting to hire experts until the moment they need them and than they are desperate.
What’s the simple step you can do to avoid this costly mistake? Identify trusted advisors early on, develop relationships with them and when the need arises, you’ll already have a strong relationship in place to go to them for counsel.
Examples? Tax advisors, legal advisors, financial advisors, or even just simple business advisors to help you through different scenarios in your business!
When I first got started with my clinic right out of school, I was looking all over for the perfect place. I wanted to sublease but really struggled finding that one perfect location. First, I didn’t want a long commute, I wanted to respect the business owner and wanted to be able to do business my own way. I longed for an environment that reflected how I wanted to represent myself.
A lot of things I saw I didn’t like, which helped me understand more clearly what I did want. Than I found the perfect place. The problem? It was all the way across town, but I was ready to sign a contract.
That’s right, a contract! Now don’t get me wrong, contracts are a good thing. But here’s what a lot of practitioners do. They get a contract, don’t read most of it, don’t understand most of it and sign it. That’s the wrong thing to do!
What I did was I had my trusted advisor, my attorney, read it for me. I didn’t want to get into any relationships that would harm me long-term. Which is interesting, because it turned out to be a pretty hefty contract and I needed to know what kind of restrictions I was going to have placed on me down the road!
What I learned? My attorney saved me time and money in the long run, because that contract was extremely restrictive. Nothing in it was in my favor. Remember above, though, where I said I was really excited about this place?
I went to the owner with requested edits and they said no. So now I was so torn about this, because I had struggled for so long to find a place I loved, but I knew this contract was going to restrict me in the long run. It really squashed my excitement and I wasn’t sure what to do.
I talked to my attorney about it at length, when he planted something in my head that I had already heard a million times from my husband, “Why aren’t you just starting your own thing? It’s what you want anyways and you’re more than capable of doing it.”
Best. Advice. Ever.
Initially, I felt like I needed to go out and get more experience before I opened my own business. But this new plan put me on a completely different trajectory and made me do a complete 360.
As you may have guessed, I turned that contract down, never looked back and found my own clinic space to open.
All that being said, my goal is to really have you think about the power of having trusted advisors in your business. They will save you time and money!
Which takes me back to the power of contracts. I’ve had them with all of my relationships in my business, whether it’s an employee relationship, contractor relationship, sublease relationship, etc. I want to talk about this in more detail, as I’ve recently had a conversation with a client who was looking to sublease space at another clinic.
Contracts clearly define the relationship for you. It’s like a tool that makes sure and allows you to talk about all of the things up-front in the relationship and how they’ll work. What is expected on both sides? How will you handle it if things don’t go well? It’s a good thing to know up front, because you want to have open communication, which a contract will facilitate.
Clearly, I’m not an attorney and I’m not giving you legal advice. It’s just something I feel strongly that I want you to think about. And this is where a trusted advisor you already have a strong relationship with will be priceless.
What do I coach my clients to be looking for?
Everything is negotiable
Just because something is worded a certain way in a contract, doesn’t mean you can’t negotiate for something else. It’s just a starting point for you to have a conversation. Don’t be afraid to ask for what you want and what will work best for you.
For example, if you’re just starting your practice and are looking to sublease from another clinician, is it important to negotiate a lower rental rate for the first few months? It may help to alleviate some of that financial pressure. It may be possible, but you’ll need to find a way to make it a win/win for both parties. Bring a solution to the table!
Make sure you know what is included and what is not included.
These are the types of things you want to make sure are documented in a contract. There are so many elements that you’ll want to know where you stand with, such as:
Linen services for message or acupuncture
Access to their front desk support
Furnished or unfurnished
Who is doing what, in regards to the above items? Make sure you clearly understand what is included and what is not included and that it is documented in a contract.
Does the business owner you are subleasing from have approval from the landlord to sublease space?
If they do not even have the proper approval to begin with, it may become a big problem if the landlord finds out. Can you imagine spending time to develop a practice and now you’re going to get booted out? This is a real possibility, so find out what the answer is so you can cover yourself. Simply ask, “You’re subleasing this room to me, do you have approval in your contract with the landlord to do that?”
Find out what type of business insurance you’ll need to match what the landlord requires of their tenant
You may need to have a larger policy than normal to cover things. You’ll need to understand what the added expense could be for you.
Ask about Exclusivity
If you’re investing your time, particularly if you’re just getting started, ask for exclusivity. That means that they aren’t going to hire or add any additional wellness practitioners into their space, because obviously, you’re working on building your own business there.
Don’t forget… it doesn’t hurt to ask and everything is negotiable!
Trust advisors absolutely will save you time and money. They are the first people I call when I’m starting something new in my business adventure. These people will give you the guidance and advice needed, so make sure you identify who these people are!
I’m here for you today to once again work on helping you make money in your wellness business. Money is important, right?! But Creating Value is More Important Than Discounts! Being able to grow and make the money you desire and deserve is critical in order for you to be able to reach and touch more people. I want you to be the beautiful healer that you want to be, which in turn, will help you create a greater impact in this world!
Let’s dig in. I want you to know that you need to stop discounting your services and start selling your value! Big words! Here are some of the most common myths that I hear over and over:
Myth #1 – You believe that if you lower your price, you will get more clients.
When you drop your price by $5 or $10, you magically believe clients will be pounding down the door! But if you are struggling to get leads and are having a hard time getting people to come in for return visits, I promise you it has nothing to do with a $5 discount.
Myth #2 – The average price in your area is lower than what you are charging.
Let’s say the average price is $5, $10, $15 less than you. You’ve took a look around town and you know you to lower your price to reach the level of success others are seeing. AKA… you need to make more money in your business! Nope. Same issue. Don’t cave!
Myth #3 – Because you’re a new practitioner, you need to discount your services.
Wrong! You may think you don’t have the ability to charge full price for services you offer because you’re new. Somehow, you now are charging less than other practitioners in the area, meaning you’re giving yourself less value. Nuh-uh… doesn’t work that way!
Myth #4 – If you increase your price, your current clients are going to leave.
This just means you’re frozen in fear. You know you’re not keeping up with the average cost of living increases in your area, but you’re afraid of raising those rates. You think that if you even raise it $5 or $10, everyone is going to leave.
I absolutely know that this isn’t true because over and over, I’ve worked with my clients to increase their prices and guess what? Now they’re making the money they want! Maybe one of two clients left, but that just means it wasn’t their ideal client! And their increase made up for the ones that left and they were able to bring on even more quality clients who were fine with the prices!
All of these myths above are totally misguided!
These excuses may even make you feel better to say that pricing is the issue. You can attach this “fact” that you’re not getting the results you want because of money. It’s the easy out! But it’s not serving you well.
It has more to do with the fact that you don’t see your own value!
It’s one of two things. People aren’t coming to you because there is a $5 or $10 difference. They come to you because you deliver. If they see value, price doesn’t matter! Or, you are hearing objections around pricing from clients. That may be because they don’t understand the value that you bring to the table!
Either you aren’t seeing your value or they’re not receiving it. Which is it?
Now, it’s a communication issue. If you have one client in your business that is complaining all of the time, they may just be really price sensitive and they may not be the ideal client for you. The majority of people in your business more than likely don’t feel this way.
Discounting doesn’t solve the problem!
A client who pays more is more invested in the outcome. So, if you’re trying to woo people in by giving them half off, they may not be fully invested, which will make it easy for them to walk away after that first try.
But I know that you want to get people the outcomes they are looking for! You want to create and facilitate that transformation for them! Therefore, you’re actually doing them a disservice by giving them a discount!
Own the value. Communicate the value. Charge for your value.
You may remember my story about my embarrassing ice skating story, where I hit wet ice, slipped and got a spiral fracture of the tibia? Well, it was a monstrous recovery, to say the least. I have a lot of fear around Western medicine and didn’t like having all of the chemicals and medications in my body.
I remember breaking down.
I was doing everything right, and was also starting to go into an acupuncturist. I was going to school for it, right?! But when I got into the clinic, I remember totally breaking down. I totally lost it.
And my professor told me, “You know, Michelle? This is a gift! This is a gift that you’re going to bring to your patients.”
Years later I look back on this, I know exactly what he meant. Now that I am experiencing other people’s struggles and their pain, it was such an invaluable lesson for me to go through. It is now one of the hundreds of things I can bring to the table because my personal experience as a patient makes me a better practitioner!
You have these things, too. You want to help people! You have a big heart!
I have a client who knows her stuff and is confident about helping her niche. She has the ability between her acupuncture and her herbal medicine to solve a client’s problem quickly and get amazing results. But she didn’t initially see the value in this!
You need to stop and think about what your value is and own it. Uncover the different aspects of what makes you special, unique and different. Communicate that out to the marketplace! When you are able to do that, price doesn’t matter!
This is when discounting has no place in your practice!
Take action now and think about five really unique aspects to who you are or what you can do. Things beyond your credentials! That’s what is going to get you to stop discounting and start selling your value!