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In Practice: How to Create a Successful Holistic Practice from Start to Success!
Energy, Money & Stuff |
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by Shaun Brown |
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When creating a workspace, I have found that it's important to be aware of how much Energy, Money and Stuff is needed. This column deals with the specific costs and the blessings of having your own holistic business. So, you want to be self-employed? I have been self-employed most of my adult years and have found it to be both the hardest and easiest experience anyone can have in a lifetime. It is not just the ability to be greatful there is more participation required. Let's go!
Energy
Don't give up your day job, it's critical to have a second income cushioning you for the first few years. However, be selective about where you invest your energy. I must caution you about working for spas and chiropractors, using massage therapy as an example. This has been my perception in talking with students. These are good places for networking, but you can get caught up in a rut. You want your own business now, you need money now, and instead of keeping a job you already have, you quit and go to work for less money, more hours, your chosen craft is not valued as much, and you become too tired to create your own business at the end of the day.
Once you start working for others in the holistic field, you have given your time and freedom away. If you have a day job that you absolutely hate, then consider working under someone else's shingle just be warned it is a hard cycle to break. What do you want? Short-term pain, long-term gain, or short-term fear based gain and long-term pain? We are discussing the concept of Energy.
There are some rare cases where an individual becomes massively busy and successful in the first year, but that is not the norm. I would like to meet that person! Investing elements of time and effort are needed to build a strong clientele. Take the time to build your business where you can make great money, have free time, be your own boss, and phase out your day job.
The optimum is to have an opportunity to work both jobs and as you're holistic business grows, to let the old job go. I had a housecleaning business for 18 years, so it was relatively easy to drop one house as I added new clients in my massage business. Working two jobs was a challenge, but I was driven.
I'm not saying developing a holistic business was always a cakewalk, but by enlightening you to the fact that some endurance is required it can keep you from walking away in 1 year because "you're not good enough." It still took me two years to get going and I spent a lot of time doing nothing but both jobs. Do not be discouraged; this is your paying the dues part! At this time also review the column on self-care.
The garden-variety creative type usually has to work two jobs, "the day job" for income and "the holistic business" the rest of the time. This is also where the passion of not being able to do anything but your passion comes to meet you. Endurance will create a strong unshaken foundation in the holistic professional. As you experience the challenge of endurance, a lot of people will benefit from your wisdom as well as be moved toward their own health because you will project a sense of being grounded. That unshaken part of you can only come from waiting out your fears and doing it anyway because you have a passion to be of Service. Your earned energy will be Powerful and without question.
This is where the real healing for others takes place -just your presence will initiate the healing they choose to receive for themselves. They are in the presence of someone who has earned the right, by understanding endurance, to walk through the StarGate and take others with them. This is a job of highest integrity! Hang in there!
Money
You will need it. Everything that is earned will be reinvested back into your holistic business in some capacity. In order to have a growing business, you can't let the second law of entropy take over. This law states that for every action there is an opposite and equal reaction, and in that exchange of action, some energy is lost if given the opportunity to remain at rest.
In order to move successfully forward in a holistic business, you can't stop and rest on your laurels. I don't know what a laurel is, but I know you aren't supposed to rest on it! That is not to say that you can't take a few days off. What I mean is there will be lots of opportunity to create a more and more successful business.
For example, as a massage professional, if I only buy three sets of sheets and they have to be washed every day, then they will look more worn out than if I constantly add to the sheet supply and the whole of them aren't washed as often. Purchase supplies as you go and start becoming familiar with store sales.
Needs such as paper, supplies, massage crème, essential oils, a better seating chair, magazines for the waiting room, are all taken into consideration. If I spend the extra money to buy five pounds of lavender instead of 16 ounces at a time, there is a big savings there. Think big, long term, and out of the box.
There are going to be times that you really don't want to fill a space in your planner with work because you just got free tickets to a concert. Or, you want to watch a favorite program on TV (tape it, be creative). The definition of sacrifice, a giving up of one thing for the sake of another, will pay off.
Eventually you will have a fairly consistent schedule that you can arrange to suit more of your needs because you will be inundated with business. But, in the beginning, "God created the Heavens, the Earth, and your Holistic Business"…so stay connected to your intent and the contract you agreed upon to be of Service.
At first, your planner needs to be open and available most times to schedule clients. Inflexibility about not working specific days, times, etc., narrows the field for establishing a solid clientele base within the first year. After you have become busy, you can afford to schedule specific time off. Constant demand on investment in your holistic business from marketing, supplies, and your availability is necessary and a given.
Stuff
Cell phones, beepers, answering machines, and e-mail - all of these devices were designed to keep you in touch with others. The worst sin any professional can do is not get back to a client within the hour or at least the next few hours. Leave specific notice about how you can be contacted or when your hours to contact the caller will be. Make sure your voice message resembles a business. I can't tell you how many times I have called a supposedly holistic professional's number with the person picking up the phone saying, "Hello?" OK, now the perspective client has to play the guessing game.
All of this stuff was designed to make you accessible, to schedule tons of clients, to show them how extraordinary your Service is, to then tell others about you, to have return business to make living, make a difference, and teach yourself and others to stay in balance. In other words to be successful!
A True Story
Are You There?
I was given the phone number of the head of a very important holistic organization, here in California, with the purpose of paying for an advertisement in their monthly newsletter. I called the number and the message said something like, "This is --------, if you want to schedule a massage leave a message." Well at least I knew she was in business, but with a little tweeking the voice message could have sounded like she was happy being in business. Instead it sounded like she was so busy she could hardly take the time to leave a warm and inviting salutation. It also didn't say she was the director of anything.
Having a motive of wanting to reach 360 holistic professionals in a target market newsletter I jumped the hoop and left a message. In it was a very clear gesture saying I wanted to throw money at her organization by advertising my workshops and the new BeWell Virtual College. A few days passed and no return call, I marked her off in my head as flaky. One week later she called to "return my call" and we worked out a plan of action. I also got to hear her complain about how the newsletter could barely financially make it, she was exhausted and no one wanted to volunteer or help her with all of the process it took to create a newsletter. But, just in talking with her I could tell that she had created this scenario and probably pushed people away by not being a happy grounded person.
Ok, just for future reference, if someone wants to give you money, never puke all over them with your victim problems. I walked through her being an obstacle because I wanted to be in the newsletter. This is a representation of what that organization looks like to me and unless some positive change takes place I do not want to associate myself with them again. Just because a phone number, that was supposed to represent a very important organization, was given to me doesn't mean they are going to be successful or even represent themselves in a business manner. You get one impression, the first, and my first impression was not good. What does your message say about you?
I learned Rome wasn't built in a day, and the more professional the appearance of the workspace and your communications, the better. When acquiring supplies, considering the cost of utilities, upgrading to better furniture, creating marketing packages, printing, valuable time spent volunteering and networking, won't leave much time for parties, however, it is a reality that must be absorbed and initiated to be successful. Building a successful business will take energy, money and stuff. I can't bring it home enough when I say it is going to be easier in the long run to hack out the job you have or get another one, then to get caught in the "worker bee" barely making it cycle anyway. My father always used to say, "Plan the work, work the plan."
Accouterments
Ac*cou"ter*ments, -dress; trappings; equipment, etc. Dictionary.com
The following supply list specifically relates to massage business. The prices are approximate. Please use the list as it applies to your business. Hopefully this will inspire you. Be creative!
Clothes& Materials
•Cotton: It breathes! Purchase loose fitting, elastic wasted pants or skirts, and short-sleeved or sleeveless tops or shirts. (You will want to keep the temperature in the workspace at 80 degrees winter or summer). Several tops, shorts, long pants - $200
•Shoes: Comfortable and open like Birkenstocks ($10-100)
•Fresh flowers and plants in the bathroom and desk where business is transacted
•Massage crème, oil, gel, or lotion (ALL MUST BE water soluble or the sheets will become rancid), $70 per gallon.
•Massage table: the most durable, widest, deepest pad, lifetime warranty. Cost: approximately $700.
Materials you use daily are the most important cost investment. If you go cheap, it will only serve you short term
•Sheets: at least 200 thread count. If you buy more sets and they are washed less often, they will last longer. $14-20 for a twin set. Wash in hot water/hot dryer and use approx. 1/4 cup of bleach for disinfectant each load and fabric softener occasionally to prevent static.
. Flannel (in winter): comfortable, soft, and secure.
. Percale: (in spring and summer) is cooler
. Aromatherapy: Lavender is the most user friendly: www.libertynatural.com
Lav. By the pound #1842
Tools
•Brochures, cards, medical forms, gift certificates, $130 per year
• Stamps/packages, $60 per year
Holiday and Birthday Gifts
Cards are the most effective tools that show you care, especially if you can personalize them on your computer. Most of my clients are sent a birthday card, a call, or given a small but nice gift usually around $5. I make my own soap or beeswax candles, fun and inexpensive. All of them receive Holiday cards. It is the thought that counts. I don't usually keep medical forms after two years unless they are ongoing clients.
Utilities, Education and Travel
• Air/heat/lights/appliances, $75 per month
• Office Equipment: Computer, fax, and telephone are major purchases $2000
•Car - maintenance and gas
•Seminars, retreats, and entertainment
•Lodging and food
Life and your holistic business is a process. Who ever marketed the idea that anyone is an overnight success has made it hard for those of us who work for a living. I say balderdash to that troublemaker!
In the next issue Listening To Guidance will be contemplated. Maybe you have some thoughts and ideas that you would like to share? Please feel free to email me at shaun@BeWellPublications.com. Also the most exciting news for the holistic professional-visit/ENROLL on-line at BeWellVirtualCollege.com, business courseware for the successful holistic professional!
Until then my Dear Ones,
BeWell,
Make a living; make a difference, stay in balance.
shaun
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Shaun Brown,
Holistic Therapist,
Author and Consultant
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Shaun Brown has been self employed most of her adult life. She has an AA degree in General Business and a Bachelor of Arts Degree from University of California, Sacramento, in Communications. Her main focus of education is in advertising, promotion and production. Ms. Brown attended the Health Awareness Academy, in Fair Oaks, California, has practiced bodywork therapy since 1993 and has taught holistic related classes since 1994.
Ms. Brown works, with a team of professionals, including physicians and other health care providers, as well as volunteering her time to work at Mercy Hospice. Her focus is the care of people working in high stress environments, and those suffering from injuries due to a variety of causes.
She is the best selling author of “How To Create A Successful Holistic Practice,” and her newest current release is titled, “Intentional Success-A Workbook For The Holistic Therapist.” Ms. Brown currently has a successful holistic practice in Orangevale, California, is an author, speaker, columnist and consultant. To read a chapter/purchase her books/schedule a workshop visit
www.BeWellPublications.
com
BeWell!
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