Posted by JuJuan Buford @JSBUFORD
Audio Version - Small Plate - Start Up Advice for a Massage Professional
Good Evening Ms. Halle Berry, (name substitution to protect identity of client)
It was a pleasure making your acquaintance yesterday. You're a purposeful, dynamic individual and I look forward to being of service to you, and celebrating your continued success.
I want to encourage you to review the following suggestions.
USE SURVEYS TO SAVE TIME, IMPROVE YOUR MARKETING, & WEED OUT UNWANTED PROSPECTS
I'd encourage you to take a moment to explore Google Forms https://www.google.com/intl/en-GB/forms/about/. It is one of my favorite tools to create pre-appointment surveys. This is an example of one that I use from time to time: http://bit.ly/growscaleprotect Why?
Utilizing surveys allows you to accomplish a couple things. First, they help you begin to identify and curate who your idea client is, particularly if you request innocuous information like the following about your prospects: occupation, hobbies, date of birth, zip codes, industry or field of work, hobbies, social media profile, etc.,. The aforementioned information coupled with the information you're already collecting for medical purposes and disclosure will help you further define and refine who your idea buyer persona is: the persons who most desire your services, are educated about value proposition (they know the difference between a New York strip and a White Castle burger), and come expecting to compensate (and can afford to pay) for the 5 star treatment.
This will allow you to craft your marketing strategies and target the dollars you're investing in marketing at your idea client.
Surveys can help you save time by weeding out potentially undesirable candidates; specifically those who may not have professional intentions. Shady people typically are unwilling to divulge contact information and their social media profiles, nor much of the other information you'd be requesting. Professionals with families and social standing, and entrepreneurs understand that providing this information is par for the course. Think about it, we're already giving this information away everyday.... social media aps, email accounts, online shopping profiles, etc., Don't be afraid to ask for it. If you have questions about what type of information to request to help you achieve the aforementioned, let's chat.
LEARNING ABOUT YOUR COMPETITION COMPLETES YOU
Shop your competition periodically, so you can both identify where you can deliver more value, and also identify where you can undercut them. I periodically entertain job offers to learn about interviewing techniques, different tools that are being used to collect information, better understand compensation packages, price points, and to keep my ear to the street in general about trends. This practice also helps me identify affinity or business partners, or qualified candidates that I may want to hire one day.
I need you to accept that business is blood sport. Be civil, professional, and even empathetic. But remember, your competition is not waking up thinking about how to solve your problems and help you achieve your best life. I never encourage people to tear down others, but rather learn how you can stand taller.
PUMP THE VOLUME ON SOCIAL MEDIA. IT'S YOUR SIGNAGE.
Grant Cardone says it best.
Imagine looking for a restaurant that was highly recommended to you. You attempt to find it using your GPS, and it takes you around the block, down the street, and around the corner. And then on top of that, you can't see any signage from the boulevard, or noticeable evidence where the entrance may be. What happens next after 15 minutes of frustration?
I love a lot of your presentation regarding your brand, however you have to pump up the volume. More, more, more content. Most entrepreneurs, including myself don't post enough, but it's imperative. In the 21st century, we are all marketing companies first, providing services and products. Let me know if you desire clarification.
Your Origination Story Matters
When I asked you why you chose this profession, the passion in your response was palpable. Post content that reflects the passion and belief you have in the valuable services you provide, and lead with that. Everyday. Also, be a technician on LinkedIn as well. Don't divulge all your trade secrets, but it's OK to get esoteric or "nerdy" regarding your practice from time to time. Become the SME (subject matter expert) in your field. It signals to the tribe of seriously interested massage patrons that you offer 5 Star service, as opposed to quick, deadpan, average treatment.
I'm a huge proponent of LinkedIn because most of the users on the platform are either looking for work, for someone to conduct business with, or are seeking information that they can use to level up professionally, personally, psychologically, or otherwise. I don't have to compete with the latest news or tirade about what's going on with the POTUS in the white house, the latest Steve Harvey vs. Monique exchange, or an athlete behaving like some 19th century caricature. It's less noise.
Make Google your friend. If you don't like to write, than vlog. Make YouTube your friend. On FB or the Gram, your content is hot for a minute. On Google & YouTube, if you're good, you'll stay relevant.
I believe in you for a couple reasons. Your purposeful approach and desire to be excellent. Your willingness to work. Your passion and actually have a philosophical approach to your business. These things are your BRAND. These things create stickiness, and when you follow through, these things create branding currency. Currency you can spend when the inevitable challenges and unavoidable mistakes happen.
#entrepreneurshipisempowerment
(to be continued)
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JuJuan Buford is a Detroit native, entrepreneur, business development professional, and writer dedicated to helping families, entrepreneurs, and business owners establish thriving enterprises, achieve financial independence, and build lives of satisfaction.
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