Heal your Healing Business - Previous Articles

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1) Putting EMPOWERMENT into Practice – YOUR Practice that is…. ( Link )

2) Every business requires a well researched Business & Marketing Plan... ( Link )

3) Promotional Tools - suggestions on how they may be incorporated into a Natural Health/LOHAS Business... ( Link )

4) Like it or not – if you see Clients for money YOU ARE in business… (Link)

5) Spiritual Business... (link)

Currently our whole medical/healing structure is geared towards and based on the premise of ‘treating’ or ‘healing’ sickness.

Is it any wonder then that we are still ‘searching’ for cures to cancers, so called learning difficulties and a vast array of dis-eases. Particularly when we as Natural Health Practitioners and more enlightened souls, instinctively realize and know the truth of the words – ‘that what you focus on persists’.

The next question is even more revealing. If we know the truth of the above, WHY DO WE ALSO spend so much time and energy working with clients under the belief that we need to determine their sickness (dis-ease) and apply healing and/or treatment to ‘their problem’?

The answer, or should I say excuse, is simple – it is how we have been conditioned to think. Yet there is a huge groundswell (some would say Revolution) of change that is now occurring which is undeniably changing the attitudes of millions of people around the world towards health and so called health treatments.

If you doubt the fact that a Wellness Revolution is upon us, read Paul Zane Pilzer’s book ‘The Wellness Revolution’ for yourself. In his text, he clearly demonstrates how quickly vitamins, nutrition, exercise, healthy eating, natural health modalities and spiritual growth are becoming both more accepted and in fact, because of their greater affordability, more demanded by the general public and how they (the general public) are forming a huge wave of change from dependence to Empowerment.

The reality is that the public is on a quest for Wellness and are turning to Natural Health Practitioners of all modalities for both guidance and support.

The reality is also that they are well educated, have high expectations in relation to quality, professionalism and satisfaction. They are fast embracing knowledge, technology and products through marketing (of the ethical kind) that both promises and delivers on their recovery from ‘dependence’ and their maintenance of new found Wellness.

So the fundamental question is – Are you ready?

How are you going to provide the assistance and support they require if you, the Practitioner, are still drowning in a sea of continuing emotional and financial struggle and/or if they are unable to find you in the first place?

The answer is simple and the word is EMPOWERMENT – empowerment of you and your Practice first so that you can both adequately and appropriately assist clients with their desired reconnection to their own empowerment.

Note my words – reconnection to their own empowerment.

The old models of ‘healing and/or fixing’ someone else is dead. None of us has the ability to heal or fix any one – we only have the power to support and facilitate the person in their own healing and empowerment.

So how can you EMPOWER yourself?

First and if necessary, take steps to eliminate your own outdated and non-working belief structures around abundance, spirituality, healing and what you ‘believe customers want’. If you take the time to ask them – you will most likely find there is a vast difference between what they and you believe is of importance to them. For example, many Practitioners have the feeling that it is appropriate to charge low fees for service – an educated public equates low fees with low quality and when it comes to their health, the last thing they desire is MORE low quality solutions. That is not to say that you or your services are of low quality – it just means that they (the Wellness conscious consumers) are more likely to perceive it that way.

Secondly take steps to educate yourself on the Professional aspects of being in Practice by learning appropriate business and ethical marketing skills so that you can communicate effectively in ways that are meaningful and encouraging to the people desperately searching for your skills. It is essential for Practitioners to remember and/or recognize that appropriate business and ethical marketing skills, knowledge and training are as essential to the success of their Natural Health/LOHAS Businesses as yeast is to successfully making bread.

Thirdly, create a Practice environment and ambience that is welcoming and non-threatening to clients with a Wellness mentality. Recognize that many who come to you may not yet feel comfortable with their emerging self empowerment. Consider the types of places they frequent, the styles of décor they relate to and create a ‘positive version’ of that.

Lastly, but most importantly, reframe your whole outlook on illness, disease and treatment to one of ‘SOLUTIONS based outcomes’. Work with your clients in establishing ‘Wellness Programs’ that are a journey of self discovery and guided self empowerment focused towards their desired positive outcomes rather than continuing both theirs and your concentration on fixing what is no longer wanted.

Once you fully focus your own life, your Practice and your client’s attitudes towards ‘solutions based outcomes’ – EMPOWERMENT naturally follows – for everyone.

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22) Every business requires a well researched Business & Marketing Plan...

Detailed below is an extract from the Heal your Healing Business Workbook that provides an understanding of key elements required to conduct EFFECTIVE Research.

Research takes many forms but is generally based around two basic requirements. The first is gathering data to make decisions; the second is to review results so that decisions and plans are properly aligned to customer’s needs and/or the marketplace in which you operate.

Gathering data - Gathering data is an essential tool in business and marketing planning. It provides useful ways of determining sizes and volumes of marketplaces, quantities of potential consumers in any given market segment, information on competitors, trends in an industry plus helps establish what products or services will be accepted by a specific market and/or where new opportunities may be, provided the marketer is clear about the questions to be answered.

It is imperative to set clear objectives and reasons for research. For example, a marketer could gather data on the numbers of customers entering a particular retailer – however and if the aim is to understand the catchments area for this retailer, numbers of people going through the door will not tell him/her a great deal about catchment areas.

Once objectives have been set, a strategy has to be developed to gather data . The types of considerations to be taken into account in this planning phase are:-

· How to gather the data – survey, questionnaire, existing data, statistics, other reports

· What data sources to choose

· Who to question, when and where

· What questions to ask to gather required information

The key to successful Market Research is always in the questions you ask. Fundamental to success is ensuring that questions are formulated to get the response you 'need' rather than getting a response that to confirm your belief. It is for this key reason that you need to decide what questions to ask, of whom to ask them, when and where to ask them and to test whether the responses yield the information being sought.

Tools used in gathering data are many and fall into two broad categories of ‘self collected’ data and ‘data collected by others’.

Self collected data – includes questionnaires or telephone surveys directed at potential customers or competitors, observation of flow numbers at particular sites (e.g. numbers of cars on a particular road). It can also be from observation and/or discussion with colleagues.

Data collected by others – includes ABS Statistics, Government reports, Industry, Trade and/or Consumer Associations data, libraries, banks, newspapers, conferences, seminars, direct marketing firms and consultants or professional advisors. The common theme of this data is that it is much more generic in nature and therefore should only be used to provide background data. Be aware however, that it may have limited use when looking at current issues or specific needs due to either its generic nature and/or age.

A good research project contains both types of data - ‘Collected by others’ to determine trends and ‘self collected’ to answer specific requirements.

Reviewing collected data

For any Research to have value, it must be valid, reliable and must be able to be analysed in a meaningful way. The review process is the one that checks all the elements of the research and ensures that responses are aligned to gathering the data required.

Validity of research – to ensure validity of any research it is imperative to determine that the research measures what it was designed to measure, that the right questions are asked of the right mix of respondents and that a sufficient number of respondents are questioned so as to create a non-biased response from those questioned.

Reliability – is tested by asking and ensuring that the information collected will be dependable enough to make profitable business decisions upon. Therefore it is necessary to ensure that the sources of information are credible, that the data is current, that you can determine whether the results are objective or subjective and whether the research responses come from a sufficiently large and market relevant sample group?

Analysis – is the evaluation process used to determine that the research activity provided the information required. It is also a method of distilling the gathered information to determine whether a clear answer was found so that meaningful conclusions can be drawn. It is only from a clear understanding of the gathered research data that anyone can determine and recommend what business decisions can and/or should be made.

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33) Promotional Tools - suggestions on how they may be incorporated into a Natural Health/LOHAS Business...

Each Promotional Tool, like each advertising slogan or message selected and used by a business, tells a story, albeit often hidden, about that business.

It is important to remember that Promotional tools always create an image in a customers mind about that business and/or product/service. The question you need to ask is – is it the image you desire?

For example, consider what you would think if you had just purchased a new Rolls Royce and received a $2 plastic key tag with the dealers name on it as a promotional thank you. Conversely, what thoughts would you have if you purchased a new business suit and received 3 complimentary dry cleaning vouchers with it? Which business would you be more likely to return to?

Detailed below are some points to consider when deciding whether and/or how to use some of the different Promotional Tools.

Public Relations (PR) Messages

These are often used to communicate specific pieces of information to target audiences – generally through mass media channels. Whilst this is an extremely cost effective method of communication, it is subject to the vagaries of ‘what else is happening’ at the time of release. For example, a media release about a new technological development in motor vehicles is unlikely to get much press if released at the same time a major terrorist incident happens. The key issue here is that the business has no control over world events and therefore cannot be guaranteed that its messages will be in the marketplace at the desired time.

PR messages often have the greatest uptake and therefore potential impact when targeted through trade and special interest consumer publications. They also often get best or better positioning within those publications when placed with supporting paid advertising.

Another key area of Public relations activity is networking. Think about the groups of people who may have an interest in what you do and approach them to give talks, give demonstration sessions, run education programs so that you become the known local expert in your field and the obvious choice for them to visit or recommend when they or associates need your skills.

Sponsorships

Sponsorships are often sought by businesses to either enhance their own reputation or bring credibility to their products or services and/or to create savings for their promotional budgets.

In either case, it is essential that both the sponsor and sponsored businesses gain a mutual benefit from their association with each other. So make sure that organizations or groups that you sponsor are primarily made up of potential customers for your business.

When offering sponsorships, be aware of the potential and/or possibility of the people you sponsor having an adverse effect on your business. A classic example in this area has been with the sponsorship of the Collingwood Football Club by the TAC and the issues of damaged credibility when club stars were caught and/or convicted of drink driving offences.

Merchandise or Promotional giveaways – provide ongoing brand awareness. Many retail and cosmetic businesses use shopping bags, toiletry bags, make-up purses, uniforms or tee-shirts, key rings and other relative high use promotional items to ensure that their ‘brand names’ are seen by thousands of people. In many instances, these branded items have become highly sought status symbols and are therefore doubly meaningful in their ability to create brand awareness. Key aspects to consider when deciding on promotional giveaways, as stated earlier in this section, are their relevance to your target audience and the image they create. It is also worth considering their potential usage frequency. The higher the usage frequency, the more times the customer will be reminded of your product or service. It is therefore in the best interests of your business to ensure that promotional giveaways appeal to your customers, are used frequently by your customers and are of the right quality so as to leave a positive and long lasting impression of satisfaction with your customer.

Advertising Media

The key purpose of advertising is to create awareness. Other reasons are to create ongoing recognition of a brand, to communicate the benefits of using a product or service and/or to tell potential customers about any ‘special offers’ that you have to increase demand and therefore sales.

Mass Media - The major advantage of using mass advertising media channels (magazines, newspapers, yellow pages, radio and TV) is that they reach large numbers of people in very quick time. However, are all readers, listeners or viewers the customers appropriate for your business?

The answer is obviously no – in fact, it has often been stated that half of the advertising dollars spent in mass media channels are worthwhile and the other half are not. The only problem is that no one can tell which half works and which one doesn’t.

Major disadvantages of mass media are cost and that vast number of businesses use these channels at the same time. This means that consumers are bombarded with messages and develop ‘advertising blindness’ to their messages. Naturally, the ‘cut through’ ability of a message will determine whether it is effectiveness in getting a potential customer’s attention.

The number of times a consumer sees a particular message will determine the degree to which they remember and identify with your brand. The issue or dilemma is in working out how to get sufficient numbers of messages to potential customers at a reasonable cost. You must therefore be selective in which media elements you use AND ensure that your marketing budgets are sufficiently large enough to achieve desired results.

Directories – there are now a vast array of ‘Directories’ some print based and many web-site based ones that list Businesses by type and/or areas of expertise, which are becoming more widely used by potential clients to find Suppliers in their local area. Depending on the Directory used, this method of advertising can provide an inexpensive way of being found in popular search places on the Internet and is one we recommend.

Yellow Pages are slightly different due to their status; however we believe that their popularity is diminishing due both to their higher charges and to the fact that Internet usage and peoples search skills are becoming more advanced.

Product literature – is a useful tool to provide information that assists with explaining product features and benefits and to build trust with potential consumers that the product will be the solution they seek. As with other printed materials, style, ease of readability and clarity of benefits to the user are the key ingredients you require if they are to be effective.

Product Literature will often include special offer coupons and other incentives to encourage both initial and ongoing purchases and is a good way to test their effectiveness.

Web-sites – Internet advertising has become prevalent and consumers have become very competent in ‘Google-ing’ information about products & services they are interested in. This high usage factor of the Internet by consumers to research both what they are going to buy and from whom they are going to buy it has made it more important than ever to have a properly created and search engine optimized web-site. Like other advertising media, the content must speak in terms of your potential customers 'needs' and provide sufficient information to create interest but not quite enough for them to use your product or service without paying for it.

Some basic tips are to stay away from music, mini movies and other fancy creative tools that are great for showing a designer’s creativity but take a long time to load and/or make it hard for consumers to access information they are looking for.

Uniforms - The use of uniforms is becoming more prevalent as businesses seek more ways of becoming recognized by customers and to create passive advertising.

There are definite benefits in using uniforms as part of the marketing of a business:

· they create a visible image for the business

· they provide recognisability

· their use can be cost advantageous to both the business and its employees

· they can be used to ensure safety requirements for employees are met

· they provide ongoing advertising of the business or product they relate to

On the negative side uniforms, by nature of their recognisability can create an unwanted association with and sometimes damage to a business’ reputation due to the behaviour of one of its employees that is contradictory to the marketing image of that business as was shown in the previous TAC example.

Signage - There are generally two types of signage – that which shows the place of business and that which is designed for advertising purposes. Signage, like uniforms are the silent conveyors of marketing messages. They are both cost effective and constant reminders to customers of the business, product or service shown on the sign and, as with other mass media tools, have a definite place in the marketing mix.

The key to effective advertising signage, whether it is promotional tickets, billboards, posters or a mobile signs, is to ensure that the positioning of the signage is in an area where the largest possible number of potential customers will see it. It is also important to remember that passers by are usually intent on what they are doing or looking for and it requires something special in a sign to capture their attention. However, caution is required so that a sign is not so much of a distraction as to cause danger to the customers.

Newsletters and other communication tools – are common promotional tools used by businesses to create databases of potential and interested customers. Usually they contain topical information about events, regulations and information concerning the industry the business operates in, technological advancements and/or other points of interest to customers.

As a marketing tool they are invaluable in building both reputation and trust, particularly when they are well presented, contain accurate and credible information and are distributed free of charge to customers. Many are now distributed electronically because of its speed and cost effectiveness.

Special ‘privileged’ offers – like ‘frequent flyers’ these types of offers are made to specific target groups of actual or potential consumers in order to create interest and or sales for a business, product or service. They are usually time and quantity limited to encourage a fast response and provide a great testing tool for establishing new customers and attempting to understand buyer response for new products or product sales in potential future markets.

Warranties – the use of warranties or guarantees for products are, as mentioned earlier, another effective way of building confidence in a product and trust with customers. The longer the guarantee or warranty on offer, the greater is the belief that is created in the quality of the product. Despite this fact, many businesses fear long term warranties on products due to the potential of loss. In fact, very few claims are made against warranties unless, of course, the customer has a genuine reason to do so. Readers are cautioned to use discernment when establishing warranties as every decision will affect perceived product appeal, either positively or negatively and therefore the perceived quality of the product.

44) Like it or not – if you see Clients for money YOU ARE in business…

As a Qualified or studying Practitioner, you have no doubt made a conscious decision to help others and probably regard helping people achieve wellness as your way of combining what you love with earning a living.

Like many Practitioners, you have probably spent $1000’s of dollars learning healing skills. Yet sadly and also like many other practitioners, you have probably spent little or NOTHING learning fundamental business skills and promotional tools essential for bringing your dreams to reality.

I have no doubt that you have undertaken your modality studies with both the intention and desire to succeed in your chosen area of expertise. But have you decided to give the ‘business’ side of your Healing Practice the same care and diligence that you give to the ‘healing skills’ side?

If your answer is no – you have just decided that ‘Healing’ is a hobby and you would be better off finding a job to pay the bills.

If your answer however, is yes, you now have to decide HOW you are going to start working towards creating the Healing Business you desire.

So - let’s start with a mini stock take about your current Healing Practice as it is, right here and now.

1. Do you have sufficient clients on a consistent basis?
2. Are you working with the types of clients that you desire to work with?
3. Do you feel under financial pressure?
4. Have you had to get a job to make ends meet financially?
5. Do you believe that the economy – mortgage rates, fuel prices, higher costs of living – are affecting your clients decisions to come to you?
6. How much money do your really earn each year from your Business – that is the money left over AFTER you have paid tax and all the bills?
7. Is your Business giving you the life style you desire and if not, why not?
8. Do you have negative feelings about Marketing, Selling or Business Planning?

Next, think for a moment about any successful Company, business person, shop or Healing Practice that you respect and admire. Ask yourself – how did they get to be that way? What are the things you like or dislike about their Business? These are valuable clues that can help you formulate your picture of how you desire your business to be.

Every successful business I have ever seen has a few things in common.

First – the Owner(s) have a very clear picture of what the business looks like in terms of physical look, size, clients they choose to work with and both the services and the levels of service they offer. They determine how the business or Practice will make its contribution to the world.

Second – they determine the ethics of HOW they operate by creating a written statement, placed predominantly for all to see and read (especially customers) as reminder of ‘THIS is the way we do business HERE’ – just remember to be sure that you ALWAYS keep your actions aligned to your printed words.

Third - they create an overall plan of how they are going to get from their current situation to where they have chosen to be. Once the overall plan is determined they make mini plans for each of the steps along the way. It’s like planning a World Trip – first you work out the places to visit, then you create your itinerary, next you book your travel and accommodation and so on. This ‘Business’ plan is no different – it is designed to break down the enormity of the tasks to be addressed into small manageable steps - each one leading to the attainment of the ultimate goal. The plan is ALWAYS both directional (in that it points the way) AND flexible (in that it allows for adjustments to changing conditions).

Fourth – they continuously promote the business to both potential and existing clients because they understand that Clients do leave the business over time and that they have to keep attracting new Clients if they are to stay in business for the long term.

Fifth – they do little things to show appreciation to the Clients choosing to do business with them. This can be done by offering discounts or free visits to regular clients, sending cards to clients for special occasions, by providing hand out information relevant to client issues – the ways are limitless. Think about those sincere little niceties businesses may have done for you and how much you appreciated them – how do you think your clients will feel if you do it to them?

Sixth – they spend regular amounts of time educating themselves in best practice modality AND business skills. They know that learning business skills helps them become more efficient and that by having effective, simple systems in place they can spend more time doing what they love most rather than being caught up in tedious work they dislike.

Seventh – they use specialists in areas that they are unskilled – do you know anyone that can (or is expected to be able to) fix a car’s engine, do tax returns in line with the latest Tax Office guidelines, heal every body from every complaint who is also an expert marketer, researcher, copywriter and teacher of Golf and Tennis. Successful business people realistically recognize that they are not able to do everything. They call in the appropriate ‘experts’ when required because they realize that the cost of an expert is usually a lot less than the cost of the time wasted when attempting to do the task themselves.

Lastly, they ALL actively work on maintaining their passion, focus and strength by rewarding their successes, by taking time out to recharge and by taking a step back from working IN the business on a regular basis to look at the business from the ‘outside’ or work ON the business.

5 5) Spiritual Business...

When first beginning to work with Spiritual Business, many people make the same mistake.

In their quest for living in alignment with their Spirituality, they turn their back on the other half of the equation – business in a misguided belief that the two can not co-exist harmoniously.

If you study Universal Laws you will realize the enormity of this error. Putting full concentration on Spirituality is no different to being fully concentrated on Business. It is like a pendulum operating at the extremes rather than at the mid point of harmonious and enlightened balance. In attempting to shut out the ‘evils’ of business it is easy to fall into the trap of what you resist, persists.

This is why many learn the hard way that a Spiritual Business only flourishes when it combines Spirit and Business in equal balance.

It is therefore essential to learn how to harmonize the best aspects of spirituality with the best aspects of business in order to create a flourishing business and a harmonious life.

So how do you achieve this?

First, become very clear about what you intended to achieve. Ensure that your head, heart and work are always aligned with that direction.

Second, take all the positive Spiritual Values you hold about integrity, working in service to others, respecting others and the planet and make them cornerstone Values for your business.

Third, conduct a lot of research (and continue to research) into best practice business, client requirements and anything related to fulfilling your direction.

Fourth, do a lot of planning - working out how to break the big picture down into manageable and meaningful steps.

Fifth, make Marketing your friend. Realize that marketing is simply how you communicate what you do to potential clients so they can become aware of how you may be able to help them.

Sixth, learn to take care of the little things before they magnify and become big obstacles.

Seventh, fully open yourself to the Law of Abundance and recognize that it is only through allowing abundance into YOUR life will you be better able to fulfil your purpose and serve more people.

Eighth, treat obstacles and setbacks as stepping stones rather than blocks to your success.

Ninth, be willing to make lots of mistakes. Realize that mistakes are only attempts to do something that have not given you the result you expected.

Tenth, reward your successes because acknowledgment for what you have achieved empowers you to achieve more.

When you look at every successful life (no matter the area of success) you will notice as I did, that these people ALL live by these principles.


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