No-Brainer Business Building

by Tommy Yan
 
Richard Tran (a local chiropractor) and I were discussing aspects of his practice. When he and his wife opened shop, it was difficult building his client base. Today they are a little more comfortable as they have regular patients. One of the ways they create new business is by offering a no-cost, no pressure information workshop promoting the benefits of chiropractic care.
 
But something told me he wasn't exactly elated with the results...
 
He had a concerned look on his face. As with most business owners, he wants to expand his client base and increase his market share. He wants a healthy business model in place that attracts and keeps new patients with little effort.
 
With a broad stroke—here's what he can try:
 

1. Special offers to get first-timers through the doors;
2. A complimentary visit for a new patient referral;
3. Provide exams at business expos and trade shows;
4. Present talks at business networks and associations;
5. Joint venture with non-competitive therapists or fitness gyms;
6. Advertise in alternative health journals or local coupon mailers; and,v
7. Systematize his practice so nothing is left to chance.

Having systems in place practically eliminates the guesswork. It guarantees your business runs like a tight ship. You can hire part-time help or a college business intern to do most of your routine legwork.
 
Sounds good to you? Let's examine some suggestions on what you can do to get your business systematized:
 

1. Organize your system into steps and give it an official name like: The Ten Commandments for New Patients;
2. Send out a monthly flyer, newsletter or e-zine with tips, announcements, coupons and customer testimonials;
3. Create a low-pressure form letter with a special offer to send out to inactive clients or one-time visitors;
4. Send hand-written cards or postcards with personalized messages for birthdays, holidays or announcing special events like anniversary parties;
5. Rent the inactive customer lists of local competitors for a mail campaign;
6. Ask customers to fill out satisfaction surveys;
7. Offer incentives to return often such as "Buy 6—get the 7th on the house;"
8. Make reminder calls prior to appointments; and,
9. Offer complimentary services or gifts to local high-profile officials, leaders or professionals and then ask to run an endorsed mailing to their constituents.

Once you have a system in place, you can concentrate on the most important part of your business: your clients
 
About the author:
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com
 
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