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Know yourself and your Ideal ClientThe first thing to do is put yourself in your potential clients’ shoes.
What information would people need to know about you to make the call for an appointment? One of the biggest things they usually want to know is can you deal with whatever condition they have or have you had other clients with the same sort of things. They want to know that you are an expert in what they are dealing with. Attracting new clients from the internet or through any advertising in a service related business is not about selling. It is about getting people to trust and know you enough that they will pick up the phone and call. That is your most wanted response (MWR). It is about Pre-selling as Ken Envoy says in his free class called Service Sellers Masters. Pre-selling is really building credibility by providing content on your web site – information that everyone wants to know. You need to become the expert for everyone – solving their problems or enriching their lives. The Service Sellers Masters class helps you create a sketch of what it is that you do and what makes you different from everyone else doing massage. It asks you to define your service, your client and combine the two to get your Valuable Preselling proposition (VPP). Defining what you do can be a challenge as our work is sometimes indescribable. Most people really don’t know what it means to them when you say you do cranio-sacral therapy, energy work, Rolfing or many of the types of therapy we have training in. Each type of therapy you do needs to have a few pages of text about all aspects of the technique - or whatever number of pages it takes to thoroughly explain what it is that you do with that technique. Defining your ideal client begins with the steps that are outlined in the Service Sellers Master class such as narrowing down a certain population that you work with. You can take it farther than that and include in your ideal client profile things that they value. What do they appreciate? Your ideal client should value their health above all else and be willing to part with money in exchange for your assistance in getting healthy and healing. They should appreciate you and your work. This type of ideal client will fit more closely to what you value and appreciate which is the framework for creating a successful business – one that is financially, emotionally and spiritually rewarding. Combining the two – what you do and your ideal client and creating a website that provides content with the intention of building a connection and trust, will give potential clients an idea of what it is that you can do for them. Ideally, creating a one or two sentence statement about what you do or what is also called a Unique Selling Proposition will make it clear to potential clients what it is that sets you aside from everyone else. |
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