What is Relationship Marketing, you ask? It is a powerful approach to attracting your ideal clients/patients and then retaining them. I guarantee it can change the bottom line of your business AND the enjoyment of your time in the office or spa.
Let me ask a few hard questions.
• Do you find yourself spending so much time managing operations that you feel you’re connection with your original vision has become vague?
• Do feel you are expending a lot of time and energy these days just to maintain the status quo?
• In order to meet your projections, are you inclined to take almost any client instead of attracting your ideal client?
Statistics tell us that the average business loses 20% of its customers each year. And that 80% of our business comes from 20% of our clients/patients.
But here’s an even more important statistic. Two-thirds of clients switch from one business to another because of a perceived attitude of indifference from the former business.
So let me ask one more question.
• Do you feel that it would make a big difference to your business if you could raise your bottom line by 30% and attract clients well suited to your style and services?
It is absolutely possible to enhance (or recapture) the excitement and passion that you feel when you walk in the door in the morning, and to maintain it throughout a busy day.
There are three basic steps to implement Relationship Marketing.
Step one: Revisit Your Vision
What got you into this business? What is your passion about your business? Take some time to revisit your intention for your business. Rewriting and updating your core mission will reestablish clarity. The clearer your vision the easier it is to:
• Make large decisions
• Make the small daily choices
• More effectively communicate what your business is about
• Be a force that attracts and reinforces relationships with your ideal client/patient!
Step two: Define Your Perfect Client
Write down a description of your “Perfect Client”. I recommend using the following powerful four step process by Stacey Hall and Jan Brogniez the authors of, “My Perfect Customer”. It has positively enhanced my business!
• What are the characteristics and qualities and attributes of your “perfect” client?
• What makes your Perfect Client tick?
• What do you want your Perfect Client to want/expect from you?
• What do you need to improve, or change to attract your Perfect Client?
* For more information about this process see, www.perfectcustomer.com
You will be amazed how these first two steps will create a shift in how you naturally approach your business.
Step three: Keys for ATTRACTING your perfect client
Now that you’ve re-energized your business vision and defined your Perfect Client/Patient, here are some keys to ATTRACTING the clients and patients that will appreciate your business. The clients that will bring the qualities essential to today’s business success: loyalty, purchasing enthusiasm, and positive word of mouth to other potential Perfect Clients.
Market from your intention and authenticity and you will be a Perfect Client magnet! As Stacy and Jan say, you will be a lighthouse instead of a searchlight!
1) Take a look at who your current Perfect Clients/Patients are and reinforce your relationship with them:
• Let them know how much you enjoy and appreciate them.
• Share your vision with them. It’s very attracting to feel a part of someone else’s passion.
• Gather a group of them together for a nice appreciation lunch or tea.
• Brainstorm with them about what marketing and promotions and services they would respond to.
2) Get a handle on what your Perfect Client/Patient cares about?
• What are the Benefits that are important to them, not just features or treatments?
• What separates you from the pack?
• Why will they feel like spending their time in your facility?
• Show them the synchronicity of how your business vision naturally meets their needs.
3) Make sure you’re speaking your Perfect Clients/Patients language.
• Use language that inspires you. The authenticity of that is very attracting.
• Use language that creates a vivid image.
• Verbally give them an experience, not just punch words. You’ll have the joy of sharing your images and attracting those who naturally respond to your passion.
4) Get creative. Now that you know more about who you want your Perfect Clients/Patients to be.
• What would tickle their fancy?
• What would catch them off guard in a pleasant way?
• What would the unexpected treat be to them?
• Have fun coming up with inventive ways to incorporate that into services and promotions.
5) Tell your Perfect Clients/Patients how to think of you.
• Be consistent with how you present yourself.
• Create a set of 4 to 5 key elements of your business that are the core of how you want to be perceived.
• Use those repeatedly. This will educate your prospects and your current clients/patients to think and speak of you the way you want to be represented.
• The repeated authenticity of what you’re about will express why it is in their best interest to be your Perfect Clients/Patients.
6) Tell them everything you know. Spill the beans, so to speak.
• Today’s savvy Clients/Patients want information, knowledge and helpful ideas. They want to make intelligent choices.
• Do everything you can to share everything you know. Become a valued resource. Your knowledge is something both clients and the media can share with others.
• Build a bond by conducting educational workshops on the latest treatments, or leading edge products.
• The more educated they are about your services and products, the more they’ll buy.
7) Be generous. No one wants to do business with people operating on a one-way street.
• When you receive a business referral, call or send a note to thank the person who referred you.
• Get to know their businesses and be generous in offering business referrals and using their services and products in your network.
8) Use technology!
• You do your Perfect Clients/Patients a service by having an educational website. Again, the more ways they can come to you for knowledge the better the relationship.
• It is a win-win when you send them email reminders when their products are due to run out with a “Click here to reorder”. They stay on a positive protocol and you prosper.
9) Cultivate your internal relationships.
• Determine your four steps for the perfect staff that will naturally support your vision. There’s nothing more attracting that a cohesive positive environment.
• Get your staff involved. Your staff’s enthusiasm for your vision will feed the momentum.
• Include them in planning meetings, image meetings, in your vision of your Perfect Clients/Patients. Let them be a conscious contributor to your business.
• And, those that no longer fit your Perfect vision will be happier in another space that is perfect for them.
• Be an example of what you want to cultivate on your staff.
- Demonstrate integrity
- Treat others with respect, dignity, and joy
- Demonstrate what it means to be a team player
Now that you've renewed your mission, have a clearer idea of your Perfect Clients/Patients and have ideas to play with, keep it alive!
• Start out the day remembering your vision.
• Revisit your four lists to reinforce what you want to…will attract.
• Keep the game going of fresh ideas you can implement to keep your business fun and full of energy. You will notice that perpetuate your business as a growing environment with it’s own attraction.
You know those places you go where it just feels right? Well, that’s what you’re creating through relationship marketing.
Colby Smith is the Founder and CEO of Medical Spa Network (www.MedicalSpaNetwork.com). Specializing in the Medical Spa Industry, she has over 20 years experience as a speaker and marketing strategist in advertising, PR, internet marketing and web site development. Her passion is helping her clients grow their businesses and raise their bottom line, using powerful and cost effective communications.
Colby@MedicalSpaNetwork.com