FOCUS Nation al Gui ld Hypnist s NATIONAL GUILD OF HYPNOTISTS CONVENTION on Issue 10 2015 A TRADITION OF EXCELLENCE Marketing Tips to Gr ow Your Client Bas e and Streng then Clie nt Rela tionsh ips MORE ON PAGE 2. Client acquisition is a process. Although you sometimes gain new clients in a random or accidental way, typically, new client relationships are forged as a result of your deliberate and strategic efforts. As you continually plan how you will reach and attract new clients, the process can sometimes feel very clinical, when it fact, it should feel highly personal—as warm and intimate as if you were inviting new acquaintances into your office to share a cup of tea. When your marketing loses its personal touch, it also loses that which makes you and your services as a Professional Consulting Hypnotist distinctive and desired. As you develop and expand your messaging, ask yourself whether you are trying to convince people to work with you or you are serving them with solutions to the challenges and concerns they are facing. The distinction between the two is critical. The first approach communicates that your attention is on “you” while the second approach tells prospects that they (as clients) are your focus. Always ask: Does my message sound like I am selling or like I am serving?
Transcript
FOCUS
National Guild of Hypnotis t s
NATIONAL GUILD OF
HYPNOTISTS CONVENTION
on
Issue 10
2015
A T R A D I T I O N O F E X C E L L E N C E
Marketing Tips to Grow Your Client Base and Strengthen Client Relationships
MORE ON
PAGE 2.
Client acquisition is a process. Although you sometimes gain new clients in a random or accidental way, typically, new client relationships are forged as a result of your
deliberate and strategic efforts.
As you continually plan how you will reach and attract new clients, the process can sometimes feel very clinical, when it fact, it should feel highly personal—as warm and intimate as if you were inviting new acquaintances into your office to share a cup of tea. When your marketing loses its personal touch, it also loses that which makes you and your services as a Professional Consulting
Hypnotist distinctive and desired.
As you develop and expand your messaging, ask yourself whether you are trying to convince people to work with you or you are serving them with solutions to the challenges and concerns they are facing. The distinction between the two is critical. The first approach communicates that your attention is on “you” while the second approach tells prospects
that they (as clients) are your focus.
Always ask: Does my message sound like
I am selling or like I am serving?
THE ART & SCIENCE OF SHARING TEA WITH YOUR CLIENTS
Page 2
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PAGE 4.
1. Do you serve fresh tea to your clients and prospective clients? In other words, are your services relevant to the problems people currently are looking to solve? Are you offering your services in the ways today’s consumer is receptive to receive them? Free analytics tools are available for your website as well as for most social media platforms. Study these to understand which topics interest your marketplace most. When visitors visit your site or click on your posts and tweets, which topics
are visited the most frequently and where are visitors spending the greatest amount of time?
Analytics Programs to Help You Understand What Clients Seek
2. Tea is better with cookies...or tiny little sandwiches or any other treat your guests aren’t necessarily expecting. Always delivering more than is anticipated is a guaranteed path to building better and stronger client relationships. Make sure you have a free report, audio, or other complimentary item for website visitors to download (while you, as a result, grow your email list). Keep a stock of relevant giveaways for the clients you see in person. Your investment doesn’t have to be large; you only need to find a way to surprise and gratify your clients by adding a little more to their experience with you
than they were expecting to receive.
3. Plan to serve more than one cup of tea. Relationship building takes time and repeated effort on your part. According to Robert Clay, author of Why 8% of Sales People Get 80% of the Sales, “Research
shows ... only 20 percent of sales leads are ever followed up … in other words 80% of potential opportunities are lost without a trace simply due
to lack of follow up.”
Relationships, as we all learn in life, require ongoing attention. Gaining a client is only the beginning. You must then continue to engage, entertain, and interact with each client. Keep your email list updated and use it as an avenue for staying connected, keeping in mind that most business email lists deteriorate by about 20% per year from opt-outs, clients who leave you, or address changes that are not updated. Unless you are regularly brewing fresh tea and serving your marketplace, your client base will shrink; it is not self-sustaining. Yet as the English playwright, Arthur Wing Pinero, observed, “Where
What better time than now to challenge yourself to grow personally, to expand or enhance your offerings, and then to consistently share your message and promote your brand?
Consider the following:
What do you do well that you can do more frequently? Select the marketing effort that comes easiest to you—whether that is writing blog posts, doing a podcast, making a video, or speaking to a group. Now schedule to
do this on a regular basis—mark it on your calendar and remain disciplined to this commitment.
Who do you know who can help you reach more people? Who do you barely know (or wish you knew) who might surprise you by helping you? Co-branded marketing is a strategy frequently used by big corporations and organizations but it works on every level. If you have only 100 readers of your blog, 50 Facebook friends, or a scarce handful of Twitter followers, you have a commodity you can offer in trade to others, and you don’t have to know your prospective branding partners to approach them. Contact professionals you admire and offer to guest blog for them and feature them as your guest blogger—giving you both exposure to a broader market. Ask another professional to coauthor a paper or an article with you; to make a video; give a presentation or share in hosting a podcast. For every marketing activity you are involved in, there are others
with whom you can collaborate, expanding your outreach and theirs.
Ride the biggest rollercoaster at the fair… this means, choose the activity that intimidates you most and tackle it. When there is an endeavor that overwhelms us, there is always a specific outcome we fear. Fear of embarrassing ourselves, fear of losing control, fear of rejection, failure, or even fear of success. Identifying why an activity threatens you gives you the insights you need for overcoming your fear. If you fear your writing will embarrass you, then find an experienced friend to help you edit. If you fear your seminar will fail, then enlist others to ask good questions so you can give good answers. In almost all cases, training and
preparation is the best antidote for fear.
RESOURCE: Visit www.coursera.org offering more than 1,000 FREE courses on topics including business, advertising, writing, computers and more, all designed by top academic institutions, including Duke University, Princeton, Johns Hopkins, and Columbia, to name a
few.
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To paraphrase a famous quote by Eleanor Roosevelt: Professional consulting hypnotists are like tea bags; you never
know how strong they are until they are in hot water.
Turn up the heat on the expectations you place on yourself. Dare to grow, excel, and succeed.
The NGH Convention Teleseminar Series is on Holiday Hiatus during the
Soul Entrainment Karen Paolino Correio http://budurl.com/paolino2015 Everything You Need To Know To Create Successful Sessions & Programs for Results & Profit Tom Nicoli http://budurl.com/nicoli2015 Hypnotic Age Regression Cal Banyan http://budurl.com/banyan2015
Missing Pieces - Broken Hearts Michael Ellner and Janet Wagner http://budurl.com/ellner2015 Develop Your ESP with Hypnosis Ramona Garcia & Marlene Monnar http://budurl.com/garcia2015 Enhance The Power Of Intuition With Hypnosis Carol Denicker http://budurl.com/denicker2015
Learn about Becoming a Specialized Bariatric Hypnotist Rosemarie Schulman and Marian Kilkenny http://budurl.com/schulman2015 Smoking Cessation Jacob Bimblich http://budurl.com/bimblich2015
Laura Boynton King 6 Keys To Winning Sports Performance http://budurl.com/king2015 Jungian Typology To Increase Client Success David Prudhomme and Ruth Schneider http://budurl.com/prudhomme2015 A Discussion on NLP Training William Horton http://budurl.com/horton2015 Pain Management Ron Eslinger http://budurl.com/eslinger2015 Past Life Regression Intro David Quigley http://budurl.com/quigley2015 Learn About Becoming A HypnoCoach Lisa Halpin http://budurl.com/halpin2015 Ultimate Stage Hypnosis Jerry Valley, Tommy Vee & Michael DeSchalit http://budurl.com/valley2015 Building Your Hypnosis Practice For Success Debi Livingston-Boushey http://budurl.com/livingston2015
Enjoy these Great 2015 Teleseminars Via Replay
Don’t leave opportunities on the table . Experience each of these teleseminars as a replay.
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