Mistake 1: Being a Jack of All Trades
If you want to become more successful in your practice, this article will give you the first clue: specialize. Not only will you become more experienced in what you do, your clients will be able to recommend you better. And word-of-mouth is the most effective way to build your practice.
Most natural health and massage practitioners have a wall full of certificates of different modalities they have studied in. If you are one of them, you might be missing out on one of the most important ingredients to success.
Who is Successful?
Have you ever studied the natural health practitioners in your town that are really successful? One thing they all have in common is that they are known for one really specific thing: either one modality or one type of problem they are treating.
When you hear other people talking about them; they will always refer to that same thing. When you look at their marketing materials; it will highlight that one important thing.
Being a Specialist
So why are specialists doing so well?
The obvious reason is that it is much easier for clients to talk about a specialist and refer her or him on. Before they come they
would have heard a specific message about that person (be it from another client or any marketing material). When they are there, the experience matches what they heard and so they can pass that same message on. With a generalist, it is often hard to clearly define what they do and the message is weak.
The more subtle reason is that they are becoming more successful with their treatments by concentrating on one problem and learning everything about it. There is no question about it, no matter how much you study theoretically, only practice and experience can really make you a master in what you do. And focusing your energies on becoming a master in one specific area will get you there much quicker than spreading yourself too thin.
The Fear
The biggest fear seems to be that you are losing clients if you
cannot offer a broad range of services.
As long as you are talking about potential clients you might lose, I would encourage you to focus on being a specialist. You have probably tried the generalist approach in the past. Today you have exactly as many clients as that approach could bring you. If you want to get ahead, become a specialist and see how the outcome improves.
Still to come:
Mistake 2: Producing a Brochure
Mistake 3: Neglecting Your Current Clients
Mistake 4: Hiding at Home
Mistake 5: Failing to Plan
Mistake 6: Working Without Financial Stability
Mistake 7: Doing it Alone
Who is Successful?
Have you ever studied the natural health practitioners in your town that are really successful? One thing they all have in common is that they are known for one really specific thing: either one modality or one type of problem they are treating.
When you hear other people talking about them; they will always refer to that same thing. When you look at their marketing materials; it will highlight that one important thing.
Being a Specialist
So why are specialists doing so well?
The obvious reason is that it is much easier for clients to talk about a specialist and refer her or him on. Before they come they
would have heard a specific message about that person (be it from another client or any marketing material). When they are there, the experience matches what they heard and so they can pass that same message on. With a generalist, it is often hard to clearly define what they do and the message is weak.
The more subtle reason is that they are becoming more successful with their treatments by concentrating on one problem and learning everything about it. There is no question about it, no matter how much you study theoretically, only practice and experience can really make you a master in what you do. And focusing your energies on becoming a master in one specific area will get you there much quicker than spreading yourself too thin.
The Fear
The biggest fear seems to be that you are losing clients if you
cannot offer a broad range of services.
As long as you are talking about potential clients you might lose, I would encourage you to focus on being a specialist. You have probably tried the generalist approach in the past. Today you have exactly as many clients as that approach could bring you. If you want to get ahead, become a specialist and see how the outcome improves.
Still to come:
Mistake 2: Producing a Brochure
Mistake 3: Neglecting Your Current Clients
Mistake 4: Hiding at Home
Mistake 5: Failing to Plan
Mistake 6: Working Without Financial Stability
Mistake 7: Doing it Alone
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