Writing As a Way to Boost Your Business Presence

Writing is one of the most powerful ways to present yourself as an expert in your field and boost your credibility. Think about it; when you walk into any book store and you see non-fiction books written on specific topics what do you infer about the author?  You think that they must be an expert in that field to have written and published a book.  Right?  I know that’s what I think. 

You certainly can write and publish a book, but there are other forms of writing that can get you noticed, raise your credibility and present you as an expert in your field as well.  Some of these ways are: publishing articles, writing whitepapers, workbooks, blogs, eBooks or contributing to on-line forums.

When thinking of a topic to write about, ask yourself “What problem am I solving with this book/article etc?” Think about common issues or challenges your clients come to you about.  What gap in your offering could be filled with what you write?  Or, if you find yourself offering the same solution to the majority of your clients, can you create something they could take away to refer to when you’re not with them?

For the small business owner, writing as a form of business promotion provides visibility and credibility that is worth its weight in gold, and it’s one of the ways I mention in my new eBook: 10 Ways To Promote Your Business With Integrity. Yes, I take my own advice!

I know that when you’re running a small business – especially a service-based business – it’s a challenge to get yourself known to a wide audience.  You’re always searching for integrity-based ways to keep your name top of mind for potential clients.  Writing client-valued material can build strong trusting relationships, promote your business and attract clients in a non-threatening manner as well as heighten your business presence.

Differentiating Your Business For Success

Apropos to the approaching holidays – it’s “Cookie-Cutter” week! I’m sure this obscure holiday was named for the baking activities that often occur at this time of the year, but today we’ll talk a little about veering away from a “Cookie-Cutter” approach to business to help you stand out from the crowd – in a good way – and draw to you, your ideal clients.

There are standards of practice in almost every complementary health care discipline and those should always be adhered to, so in consideration of that; in what ways can you stand out from those offering the same thing as you?  How does someone choose to visit you for their wellness needs vs. Bob down the street?  In what ways do you differentiate yourself and your offering to attract your ideal clients? 

These are important points to consider because when you can articulate and demonstrate what makes you, uniquely you, it becomes easier for the people who most need and value your services to find you.  For those who will refer to you, it helps them to be able to send the right people your way.

You may be demonstrating your uniqueness already in ways you don’t even realize!  Perhaps it’s your breadth of offering.  Maybe it’s your specialization in a specific technique. Is it your monthly draw for a gift basket?  Is it the ambiance you provide in your work space?   You may have your perception of what makes you unique and valuable to your clients, but what do they say?  You can be sure they have a different experience being in your practice than you do. 

So, here’s the thing, if you can articulate to potential clients and those who may refer to you, the things your clients value most about what you offer, you will have a powerful, authentic descriptor for your business that will resonate with your ideal clients.

Put these two or three of these points into a phrase and use it when describing your business to others.  Doing this will attract your ideal clients.  Additionally, referral sources will be able to direct to you those who will most value the services you provide.

6 Steps To Write A Compelling Vision Statement

It’s not just important to have a vision of where your business is going – it’s critical.  If you can’t “see” where you’re headed, then how will you know if you get there?  Those who are in alignment with the concept of attracting what they want in their lives, know it all starts with a vision of what they desire.

Oddly enough, many health and wellness practitioners are attracted to this thinking, but resist taking the steps to do this with their business.  There is a feeling of wanting things to develop organically and by getting into the details and specifics; this will somehow “jinx” the result, so it’s avoided.  Others think that if they “dream” too big, they will just be disappointed, so it’s better to just be happy with what they have or with whatever comes vs. setting their hopes on a vision that seems too far out of reach.

Both of these are faulty thinking.  They keep you from moving forward, growing and creating the level of achievement you deserve and desire. 

Lacking a clear, compelling vision for your business is like getting on a plane, not knowing the destination, flying with your eyes closed and after 36 hours in the air, ending up pretty much right were you started. With the addition of feeling exhausted and jet-lagged!

If you’re looking to grow your business and create the practice you’ve been dreaming of, it all starts with a clear, compelling vision.

Here are 6 steps to creating it:

1. Dream Big – Write freely without judgment, questioning or being “realistic”; your highest vision of what your business and life could be.  Write it in the present tense as if it’s already here.
2. Make it a Stretch – Your vision should paint a picture of what you can achieve beyond where you currently are. 
3. Tie it to the Bigger Picture – Answer the questions, “What will it bring me to achieve this?”  For example: Will it bring you freedom to spend more time with loved ones, or inner peace and harmony? Understand what’s at the root of your desire to achieve this vision.
4. Be Accountable – Share your vision with someone else.  Write it down and post it where you will see it every day. Our motivation is heightened when we declare it out loud to ourselves and to others, and it resonates more strongly with the universe.
5. Take action Every Day – Do one thing every day that moves you towards your goal.
6. Remain Flexible – Be drawn to the vision, not attached to it.  This is about the journey, not the destination.

A clear, compelling vision draws you toward it.  It’s doesn’t strangle or intimidate you.  Like a flower reaches towards the sun; your vision propels you forward, grows you and encourages you to expand to your greatest potential.

5 Powerful Free (or Low-Cost) Ways to Boost Your Business!

Today is the notorious “Black Friday” in the USA. The biggest shopping day of the year.  It’s also “Buy Nothing Day”.  What a dichotomy!

Well, we all know what to do on “Black Friday”, so I though we’d take the road less travelled and explore the topic of “Buy Nothing Day”.  We’ll explore it from the business side, in the form of powerful ways to boost your business that are free or have very little cost associated with them.

Here we go:

1. Contact Former Clients – There is a gold mine there! Go through your records and contact people you have worked with in the past that you haven’t seen in a while.  Many people just get busy and “forget” about you, but are still interested in, and value what you have to offer.  It’s always a good idea to have a reason for the call.  The reason could be found in number 2 or 3 below – just letting them know you have a special offer on for the month of December, or that you’re offering a free class you thought they may be interested in.  My Chiropractors office calls me whenever I’ve gone more than 6 weeks without a visit.  That’s the reason for their call.  It works.  I almost always book an appointment when they call.
2. Have a Sale- It doesn’t have to be a “big” sale.  Call it customer appreciation day/week/month.  Offer 10% off next treatment (which promotes return visits) when they come in, in a certain month, or have a special on your products/packages etc.
3. Offer a Free Educational Session – This could be a ½ hr talk on a topic you see the majority of your clients struggling with or facing.  You can create an audio download on the topic, or even a downloadable meditation they can have at home to listen to between visits.  If you have the technology you can make it into a CD and give it away for the month of December, then start selling it in the New Year!
4. Write An Article To Hand Out To Clients – What are the themes in your practice that people come to you about?  Do some research, or put your existing knowledge down on paper/email/newsletter for your clients as a value added resource for them.  Maybe something like: Top 10 Stress-Relieving Techniques, or 5 Ways to Strengthen Your ____.  This presents you as an expert in your field and creates a value add to your services.
5. Contact The One Person/Business You Believe Could Refer Clients To You – … but they aren’t.  You know who they are.  They’re in close proximity.  They offer complimentary services.  You share a similar clientele.  You know what you offer will benefit their clients.  Take a deep breath, pick up the phone or visit them in person.  Focus on how what you offer will benefit them and their clientele.

Enjoy being creative with these ideas and pat yourself on the back for giving your business a boost without draining the bank!

On Being Thankful

With Thanksgiving and the holiday season upon us, now is the perfect time to reflect upon what we are thankful for in our lives.

Many years ago Oprah spoke about keeping what she called a “gratitude” journal.  At the time it wasn’t mainstream thinking that what you focus on in your life grows; I just liked the idea and felt it was something I could do easily, so I began my own “gratitude” journal.

I’ve had my share of ups and downs over the years, but even on my worst days, I would force myself to come up with a minimum of 5 things I was grateful for in my day.  There were many nights when I’d just sit there looking at that damn page feeling like I had nothing to write, but I wouldn’t let myself close it without writing something. How ungrateful would that be! (I thought to myself). I knew that no matter how bad things were for me in the moment, there were people out there facing worse, so I’d better find something to be grateful for.

A funny thing happened to me over the years that I attribute to this journal. It actually changed the way I look at all situations in my life now.  It’s like I’ve retrained my mind to see the silver lining in anything I face – job loss, death of a loved one, financial struggles, health issues etc, and it’s heightened my gratitude for the good things too.  Without a doubt it has contributed to the happiness I feel in my life. 

A couple of years ago I was introduced to the concept of Positive Psychology and the realization that happiness is a choice – that we can change our experience of a situation through different thinking about it.  Happiness is not based (wholly) on the occurrences in our life, but our interpretation of them.

Wondering what your level of gratitude is? There is a free assessment you can take to determine your level of gratitude at: http://www.authentichappiness.sas.upenn.edu/Default.aspx.  You’ll see many free assessments here.  You can find the “Gratitude Questionnaire” by scrolling down the list.

Gratitude is enhanced when shared with others. This holiday season, let someone important in your life know what you are most grateful for about them.  For yourself, start your own gratitude journal.  Every day, write 5 things that you are grateful for in your life.  These are my top 2 every time: 1. My health. 2. My husband Dave and my dog-daughter Emma. I figure without these things, nothing else matters and with them, anything after that is gravy!

Tips for Coping with Difficult Clients

Difficult customers are the worst deal with, aren’t they?  I can’t write about this topic without sharing with you one of my worst client interactions experienced over my 15 years of corporate sales.

My “favorite” story is about the time I was visiting a client (Orthopaedic Surgeon) in his office after months of calling to get this precious appointment.  Our company had been trying to get this particular surgeon to work with us for a very long time and I was the “star” that got the appointment – lucky me.  My manager at the time felt this was so important he’d better come along on the visit.  We were escorted into the Dr.’s office and as the door shut behind us – before we’d even sat down – the Dr. looked at his watch and said “You have exactly 5 minutes.”  We had prepared this wonderful, elaborate pitch to tell him all about the attributes of our products and company that in no way shape or form could fit into 5 min.  So we sat, and my manager started talking about all the good things we offered. Literally, in the middle of one of his sentences the Dr. stood up and exclaimed “You’ve burned your time!” The words still ring in my head.

Oh, I have a trunk full of these gems. 

Difficult customers or clients are a part of doing business, and dealing well with the situation when it arises will not only give you peace of mind, but if you deal with the situation professionally it can often turn your most difficult customers into you most loyal!  True.

Step 1: Listen carefully with the intention of understanding from their point of view what has upset them – even if you don’t agree or don’t see it their way. Practice active listening by repeating back to them what you hear them saying, impartially and without judgment.  Listen for the real concern.

Step 2: Ask if there is anything else so that you can be as clear as possible before you respond.  It gives them a chance to let off steam and calm down and gives you a chance to step back and decide on the best response.  Note: If the client is being abusive or you feel threatened, acknowledge it and let them know that your intention is to hear them out and resolve the issue, but you won’t accept their aggressive behavior.  You can choose to contact them later if appropriate.

Step 3: Respond to their concern/complaint.  Let them know that you heard them and that you value their feedback.  Even if you don’t agree with what they’re saying, there is likely something of value to you in the point they’re raising.  Let them know how what they’re telling you is of value to you.  Thank them for taking the time to bring it up.

The biggest no-no is to get into an argument with your clients.  As service providers we count on referrals and we all know that bad press travels fast.  Acting with integrity and professionalism in the face of adversity will leave a better impression that being right and making your client wrong.

Acts of Kindness

It’s World Peace Day today!  Today encourages us to be kind to others and to teach others to be peaceful.

There are many ways to cultivate peace in the world and in our business; through our actions, our thoughts and even our language.  We often think that the only form of violence is through action, but our thoughts and words carry with them a powerful energy that has an impact on the world around us too.

There is a great book by Marshall B. Rosenberg called “Nonviolent Communication, The Language of Life” in which he shares a way of communicating to peacefully resolve personal, professional and political differences. In it he reminds us that we have a choice in every situation, and changing our language to reflect that deepens our compassion for ourselves and others.

So today, what can you do to cultivate peace in your world?  What can you commit to doing differently in your thoughts, words or actions for one day?

Here some ideas for service providers:

• Offer a free snack or drink to all your clients today
• Offer 10% or $10 off their next treatment to all who come in today
• Raise your awareness of your thoughts.  Become aware of thoughts of anger or resentment towards others and practice compassion remembering we’re all on our own journey
• Be mindful of the words we speak to others – are we putting the other person down or “in their place” to make us right?   Practice listening and understanding the other’s point of view even if we don’t agree.
• Meditate.  Be still.
• Have fun!  Do something playful – something that brings you joy!  Have a draw or contest at your office that encourages happiness.
• Donate a portion of your earnings today to a cause close to your heart.

 Be the droplet that starts the ripple in the pond.

 “A smile is the beginning of peace.” – Mother Theresa

5 Tips for Overcoming Objections and Uncovering What’s Really Holding Your Buisness Back!

Let’s cut to the chase – whether you’re an entrepreneur or not, we all fear – and will do anything to avoid – rejection! From asking for the business to asking someone out on a date, underneath, we know what we’re really asking is, are we acceptable to the other. We’re asking “Do you want me?”, “Do you like me?”, and “Am I (or what I’m offering) acceptable to you?”  It’s a vulnerable position to be in.

To make matters worse, many people interpret objection as rejection.  In the case of the entrepreneur who must grow their business to survive, avoiding asking people to work with them can lead to the decline of their business.

An objection is a form of challenging the information that has been given.  An objection might sound something like: “That’s alot of money!” or “I’m not sure that I’m ready to make a commitment to work with you right now.” 

Whatever it is, at the heart of most objections is a need for more information.  One of the biggest mistakes most people make when confronted with an objection is interpreting the objection as a “no” (rejection) and ending the conversation. 

Service providers please note: Overcoming objections isn’t about convincing people to buy what they don’t want. It’s about sharing information about your offering – fully, and allowing the other person to decide – with all the information, if your offering is right for them.

If you find that you face objections frequently, this process will be valuable for you to get to the heart of what’s blocking your success too.

Here are 5 tips to overcome objections and discover what may really be holding your business back.  When faced with an objection:

1. Remain curious and impartial: Frame this as the beginning of another conversation, not the end of your time together.  Breathe, be still and stay calm (Hint: don’t run away!)
2. Rephrase what you hear as the objection to be sure you understand it fully. This shows your concern, that you hear them, and allows you to clarify what they are saying.
3. Ask & Listen: Remain curious about the person and the situation. Eg: “I’m always open to new ideas and suggestions for packaging my offering in ways that are most valuable to my clients. What would you value most?”  Or, “What is the price you’ve paid in the past or that you feel is in line with the value we offer?”  Listen to what they say.
4. Ask if there is anything else: If you feel that you’ve answered the objection, this is a good time to discover if they have any other questions or concerns about your offering/you/your business etc.
5. Answer the objection and ask if that answers their concerns; “This is an important step.  It wraps up the conversation, and let’s them know that you’d still like to work with them.  Thank them for taking the time to share their thoughts and opinions with you.

Reframing an objection as an opportunity to go deeper and better understand your potential clients is liberating!  Instead of dreading and avoiding the possibility of rejection or objection, view it as an opportunity to learn more about the other person and your own business.

How to Manage Your Time and Energy Through the Holiday Season

The holidays are fast approaching and with them come the addition of items to our already full ‘to-do’ lists!   At the best of times, an entrepreneur struggles to get everything done in their day, and with the addition of entertaining, party planning and emotions running high, it’s easy to get burned out and off course.

When it comes to time management, the basic principals are:

• Set clear, compelling goals daily, weekly and monthly that align with your annual goals
• Prioritize based on importance and time-sensitivity
• Use a planner to keep & book your appointments – including personal
• Be proactive vs reactive (where possible)

Sometimes though, even when we do all of that, we can find ourselves depleted. 

There is a growing school of thought that you will be more fulfilled, happier and get more done if you focus on managing your energy rather than your time.

In an article from Harvard Business Review by Tony Schwartz, Catherine McCarthy, Oct. 1, 2007, they identify 4 key areas as being critical to well-being while you work.  Even though their article is based on a corporate setting, the principals are sound and worth reviewing as good practice for entrepreneurs and their staff to keep ourselves and those who work with us, motivated, happy and productive. 

The article talks about creating “renewal rituals” for each of the following 4 areas:

1. The body: Find ways to increase physical energy ie: frequent breaks, getting enough sleep, eating well, exercising
2. Emotions:  Raise awareness of feelings at different times of day. Incorporate relaxation exercises to deal with stressful situations. ie: deep breathing, expressing appreciation to others.
3. Mind:  Focus. Multi-tasking is inefficient. “A temporary shift in attention from one task to another – stopping to answer an email or take a phone call, for instance – increases the amount of time necessary to finish the primary task by 25%…”  It is far more productive to focus on one task at a time, for an extended period (60-90 min).
4. Spirit: Engage in activities daily that are in alignment with what you value most, and that which provides you a sense of meaning and purpose in all areas of your life.

You can read the full article here: http://academy.clevelandclinic.org/Portals/40/HBRManageEnergy.pdf

At any time of year – especially at the holidays, it’s a given that the list of things to do is never ending.  There is a sense of reward when we accomplish the critical things on our task list for the day, and good time management is a vehicle for this success.  Having the energy to accomplish those tasks is the fuel for our entrepreneurial engine, without which we can end up stuck in ‘Park’ (or lost in the woods!).

If this is a topic of interest to you, and you’d like to read more, there is a great book on this topic that I’ve read called “The Power of Full Engagement: Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal” by Jim Loehr & Tony Schwartz.

6 Tips for Packaging Your Offering

This week is “Chemistry Week” which got me thinking about ways to put things together or “amalgamate” offerings – to make them more appealing to clients. 

 December can be a slow month for service providers, yet also a time when they are most needed. Creating an incentive can give your business a boost at the holidays and be a port in the storm for your clients.  You can use these tips to create an offering any time of the year.

 6 Tips for creating packages that work for you and your clients:

1. Have 2 or 3 packages to choose from: At different pricing levels.  People like choice.  Give your best value for the highest priced package to incent people to choose that one.
2. Choosing a name: There are two ways to do this; 1. Make it exclusive sounding ie: Silver, Gold, Platinum or, 2. Emotional; ie: Heaven on Earth, Escape, Abundance.  See what works and resonates with your clients.
3. Intelligent incentives: Think about ways to bring them back. For example “Buy now and receive $25 off your next massage”.  Have an expiry date that they must use the coupon by (60 days on the outside) to incent people to return or make it transferable so they can share it with a friend.
4. Advertise it & promote it: Let everyone who comes in know about it.  Have a sign or flyer to advertise it and also tell people about it.  Tell everyone you speak to about your promotion. PS: DON’T rely on a written sign to sell the package for you .
5. Limited time offer: If people think it will be available for ever, they are less likely to purchase it, than if they know it’s only on for a limited time. For example, make the offer available “Only for the month of December”.  Tip: Pick a time when business is typically slow to give it a boost!
6. Target the package to your ideal client: Create a package that meets the needs of your ideal clients.  They are the ones you want to bring in and have as repeat customers.  If you’re not sure what they’d value, ask them.

If you’ve found a way to package or promote your offering that works well and you’d like to share it, you can respond to this post or drop me an email at kmartin@martinbusinessleadership.com   I’ll share any feedback I receive!

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