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In Practice: How to Create a Successful Holistic Practice from Start to Success!
What are you worth?
Own it! Accessibility? Target Markets |
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by Shaun Brown |
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Now that you understand that Self-Care is the most important part of your development the next part is owning who you are. How accessible are you really? The ability to be reached, attained, available, employable, getable, handy, near, obtainable, open, operative, possible, practicable, public, contacted or approached. Target markets are discussed, let's go fishing, learn where to throw your net!
Own it!
Have you ever purchased something on time, bought a car with payments, put something on layaway and once you have finally paid it off you owned it! That feeling of being excited and embracing the fact that you have worked hard to buy something that you value and now it's yours? That is the value you give to yourself that needs to be exhibited to the rest of the world.
I tell my students to put whatever title they have earned next to their name on their checks not to mention all of the marketing materials. Because unless you "own" who you are and what you do, and it does take practice, then you will always be putting your practice on layaway. Never quite stepping into the ring totally. If this is difficult for you to do then you must go back and look at why? Why is it that you don't own who you are and where you are going? Is it low self-value? Or are you sure that you are in the right arena?
Acting out!
Have you ever taken an acting class? If you have your ahead of the game when it comes to representing yourself. My first experience with "what am I trying to say" was when my dad went into real estate. He made us answer the phone by my last name identifying which household it was, instead of "hello" and he invested in a new car every two years. I was amazed but he said that if you drive a new car or close to it, it will look like success as opposed to driving up in a banger car to show a house. Which would you rather buy a house from the guy pulling up in the banger or the new car? It is just like that.
The other experience I had was when I went on the road at 19 to sing in a rhythm and blues band, my husband was the lead guitar, I the vocalist. We did a show, even when he and I were arguing; we sucked it up and did what we were paid to do. There is a professional place in all of us where, with a little practice we can switch channels from our real world, especially if there happens to be a challenge going on, to our "professional" world. It is an acquired skill, but essential to the consistency of your practice. Even though he and I had gotten into an argument before the show, the professional side appeared the moment we stepped onto the stage. It served no one to do other wise.
Just as I would rehearse my music, so I rehearsed my lines about who I was as a holistic therapist and what I could do for you in case the time came when someone in a group or with any others would ask me what I did for a living. When you have practiced your lines the show will go off much better, after awhile it will become like second nature, like playing the violin, as opposed to fumbling about trying to explain who you are. For some reason I see in my class that some students are either embarrassed to role-play with a friend or think that this stuff just happens naturally if you are good or meant to be doing your practice-balderdash!
Acting classes must roll off your tongue. "Speak" your Truth. The answering machine and/or voice mail must state who you are and it needs to sound like a real business. If you are going away for a few days have the voice say I will be out of the office from these dates to these. My voice mail says something like: "BeWell today, this is shaun brown, if you would like to leave a message at the sound of the tone that would be great! I check my messages frequently and you can usually reach me between 9-10 most mornings." If you are having trouble stepping into and owning your practice you may want to rethink "chapter 1"- Motives.
I attended a holistic group get together quite awhile back. There were newly educated as well as established therapists in attendance. One of them had a main income in a corporate setting and was starting a massage practice called watsu. That therapy starts when you and the therapist get into a swimming pool or large spa at about 90o+ temp. As the client starts to relax the therapist gently and skillfully administers stretching and movement with your body. It is actually quite a wonderful experience and if you get the chance I suggest that you try it.
As all of us there, we had put our cards on the table. He was handing out his business cards talking to individual therapists and offering his watsu massage with the first time special of $45 per session. It sounded like a wonderful thing to try so in talking with him he had heard that I taught the business of a creative, successful practice and wanted to trade with me. I said great. So when I got home I emailed the address on his card and waited to see what he had available. The email address was sent back, and I figured it was a typo so I called his number and got his voice mail. I left a message on his voice mail telling him I wanted to schedule an appointment and possibly one for my son. Well a week went by and I didn't hear from him. Thinking that there was a misstep by him missing my call I called again. I let it go and thought how flakey, I never thought about it again. TWO WEEKS AFTER the last phone call, now that would be three weeks, he called and left a message letting me know he was returning my call about scheduling an appt. HUH? No I didn't bite. If someone is that much of a saboteur I am thinking it can only get worse.
Most of the time missteps happen and I think people deserve a second chance but I got the gut feeling that at this point he was unable to put his words where his action was. It was as if he was just playing house. The hardest part about blowing someone off is that you might get to see the ripple effect of your poor judgment and it can come back to haunt you. If you are going into a business, any business either be in it, own it, breathe it, live it or get off the horse. Because all you are doing is just lowering the bar for all of the rest of us that are owning it!
Accessibility
The quality of being accessible, or of admitting approach; receptibility-dictionary.com
The biggest statement a successful holistic therapist can make is their ability to be accessible to any who seek them. If you put your name on your card and marketing materials, be accessible or let the person trying to contact you know what days and times they may reach you, or if you are out of the office state that and when you will return. You have one shot at a potential client or a referral to engage and connect with them. When you don't let yourself be accessible it's a real turnoff. People tend not to call back, and you will never know it. The therapists who complain about being poor financially are the ones that don't let themselves be accessible. It says to me that you either don't care or your word has no value. When you get to the place where you truly are very busy, still don't turn people off, field the work to others that are building their practice.
I am very open to sharing what I know and giving work to others who are going to honor my word as a referral. If I hear back from the person I referred that the therapist didn't show up, was late to their appointment or didn't call back, you can rest assured that they will get no more referrals from me. How crappy is it to refer someone out to a therapist that has asked for more work and then have the late saboteur meet the potential new client at the door or not meet them at all as it were. It is embarrassing for me and for the future of our ability to raise the bar of respectability as holistic therapists to not come from integrity.
Generally speaking 80% of the clients I send to accessible therapists have a great experience. The non-accessible therapist, though putting up a front of being so busy they can't get back to you, needs to continue visiting their therapist who works with emotions and sabotage.
Target Markets
When choosing any holistic profession your target market must be considered. Who are you trying to serve? Let's say you have the option to sell air conditioners or heaters to Eskimos. Which do you think will serve them better? I don't want you to scan the horizons and choose a holistic practice based on how you think you will make money, but you will need to consider a little more effort will be involved if you have the passion to sell air-conditioners to Eskimos. Just be aware that's all.
I once had a person call me to get advice; she wanted free advice by the way. As a footnote, anytime anyone wants free advice, charge him or her. Anyone who honors your time will offer to pay you freely. You have the option of receiving money, trading or just giving them your knowledge as a gift depending on the situation.
Anyhoo, it seemed that she couldn't make a living in her business of "animal aura readings." She asked me what my secret was to a successful holistic practice. I could tell she wanted that quick pill. So I proceeded to tell her that the market she was in was a bit narrow but that she could do fine if she trusted the Universe and "cleaned house." She needed to work on her inner fears, her inner house, changing her belief system. That belief stated: I am not enough and there isn't enough.
She needed to let herself be transformed into a being that trusted the Universe to guide her. Knowing that she was given that passion to serve others in that format, no matter how narrow the window of opportunity looks one can still be very successful. This experience was years ago before "Pet Psychic" had it's own cable program.
Regardless of what your holistic practice is comprised of, and being a pet psychic is just as noble as any other profession, you will always earn a living and make a difference provided it is your calling, and that you are healthy and whole and one with the Universe or at least headed in that direction.
I went on to tell her about working hard and finding the target market for her occupation. I actually spent quite a lot of "free" time giving her sound advice. Those were the days I was still working on stronger boundaries. After all of that time, she came back at me with, "Yeah I know all that BUT how did you REALLY do it?" OK then.
Woody Allen, a famous actor and director once said something like: 80% of life is showing up. I found that to be one of the most profound statements I had ever heard. Look at the possibility of "owning" who you are and what you do. It's called faking it till you make it. Put who you are on all of your marketing materials. If you're a painter have "Your Name, Artist" printed on your checks. You will be happily surprised at how people treat you when you start treating yourself and what you do with Honor.
Next month we are going to take a look at money, Energy, and stuff, can we ever get enough?
Maybe you have some thoughts and ideas that you would like to share with me? I am always open to learning new things. Please feel free to email me at shaun@BeWellPublications.com. Also the most exciting website for the holistic therapist or anyone working with others will premiers July 1, 2004! ENROLL! BeWellVirtualCollege.com on-line.
Until then my Dear Ones,
BeWell,
Making a living, making a difference, staying 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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