No-brainer Business Building
Richard Tran (a local chiropractor) and I were discussing aspects of his practice. When he and his wife opened shop, it was difficult building his client base. Today they are a little more comfortable as they have regular patients. One of the ways they create new business is by offering a no-cost, no pressure information workshop promoting the benefits of chiropractic care.
But something told me he wasn’t exactly elated with the results…
He had a concerned look on his face. As with most business owners, he wants to expand his client base and increase his market share. He wants a healthy business model in place that attracts and keeps new patients with little effort.
With a broad stroke—here’s what he can try:
1) Special offers to get first-timers through the doors;
2) A complimentary visit for a new patient referral;
3) Provide exams at business expos and trade shows;
4) Present talks at business networks and associations;
5) Joint venture with non-competitive therapists or fitness gyms;
6) Advertise in alternative health journals or local coupon mailers; and,
7) Systematize his practice so nothing is left to chance.
Having systems in place practically eliminates the guesswork. It guarantees your business runs like a tight ship. You can hire part-time help or a college business intern to do most of your routine legwork.
Sounds good to you? Let’s examine some suggestions on what you can do to get your business systematized:
A) Organize your system into steps and give it an official name like: The Ten Commandments for New Patients;
B) Send out a monthly flyer, newsletter or e-zine with tips, announcements, coupons and customer testimonials;
C) Create a low-pressure form letter with a special offer to send out to inactive clients or one-time visitors;
D) Send hand-written cards or postcards with personalized messages for birthdays, holidays or announcing special events like anniversary parties;
E) Rent the inactive customer lists of local competitors for a mail campaign;
F) Ask customers to fill out satisfaction surveys;
G) Offer incentives to return often such as “Buy 6—get the 7th on the house;”
H) Make reminder calls prior to appointments; and,
I) Offer complimentary services or gifts to local high-profile officials, leaders or professionals and then ask to run an endorsed mailing to their constituents.
Once you have a system in place, you can concentrate on the most important part of your business: your clients.
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy’s Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com
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