Update: I got invited to a Labor-Day association picnic by Dr. Zhu Shen whom I recently met. I almost decided not to go because the majority of those attending are biomedical and pharmaceutical professionals. I don't have a lot in common with those folks.

But I decided not to pre-judge...

Because it would be a rare opportunity to engage with people in a very different industry. I get to improve on my social skills as I have to try harder being an outsider. You just never know who you're shaking hands with (CEOs, department heads, etc.). And are you kidding me—I don't want to miss out on all that food!

Feature Article: No-Brainer Business Building

Resource: Instant Income

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Roaming in the Desert...

One of the business oversights I've made as a consultant is trying to convince potential clients to enter the Promised Land. Most would tell me they do, but they only want to make bite-sized advances. And that's okay.

I began to realize I have to serve their wants. That's what really matters to them. All I can do is try to have them picture a bigger want.

If you're a consultant, you've probably faced similar circumstances. I've discovered it's better to feel them out and learn what's important to them. But every once in a while someone comes along wanting everything you have to offer. And that's okay too.

No-Brainer Business Building

Dear Associate,

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.

Warm Regards,

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