6 minute read
Old school marketing wins
OLD SCHOOL
FOR A NEW ERA marketing
Elizabeth Ashley shares some sure-fire offline marketing techniques…
Idon’t know about you, but I am sick of staring at a computer screen, wondering if the internet cats might deign to bring me a social media customer. I thought we could go old school for some thoughts for how to push some sales. Forget finding a new broom to sweep clean. Let’s find the dustiest old broomstick and see if we can weave some retro marketing magic.
Get SWOTTING
I’m so square, I get rather excited about doing a SWOT analysis. After I have left my tax return to the last possible minute, it’s an opportunity to get real about where my business is at, and to set specific goals for the next quarter and year ahead.
A SWOT analysis looks at Strengths, Weaknesses, Opportunities and Threats.
Try to identify your five best competitors in the area. Be honest with yourself about how you compare. Appraise what they are doing better than you and see if their ways of doing things inspire you to implement some of their methods and processes. What are their strengths, but also what are yours? Once you can see where you are winning, try to find ways to play to your strengths.
We all have one obvious clear threat with the pandemic, but there will be others. What structures do you have in place if you get set sick or injured? How are various bits of equipment fairing? Might there be costs that could smack you in the face? Stare into your crystal ball to see what might be lurking around the corner. Forewarned is forearmed.
Likewise, what are the threats looming on the horizon for your competitors? Maternity leave? Ailing parents that might need extra help? Even noisy construction taking place nearby, or limited access to their practice rooms because of roadworks. Their loss is your gain…plan for it and be ready.
Just as they have threats, they are going to have opportunities, as are you.
Get Creative
Future proofing is a science in its own right, and part of doing that for your business is acknowledging the reality of potential unplanned closures in the future. The silver lining of these, of course, is
when you’re locked down, so is everyone else. So, your customers stay safely yours, at least for a while.
But while you’re not trading, you’re not earning, but potentially you could be. Think about methods of training your customers to look after themselves better while you can’t.
Create pamphlets, or even books, designed to get your clients actively involved in their self-care. Build authority in your niche as an expert they can rely on for help.
Crystal therapist? Show them the ins and outs of different stones, and make these available to purchase online.
Massage therapist? How about some stretches they can do, or even how to do self-massage when you’re not available. What about reflex points they could use, and warnings of which ones to leave alone. Make sure they know which oils and bath products you recommend for aches and pains.
Books are a marketable commodity in their own right, so that’s income coming in, but you’d be amazed at how differently people treat your advice and services once they consider you an expert.
Get Out and Speak To People
I guess this is a bit controversial amongst all these restrictions, but when spring comes everyone is going to be so excited to see their friends again. How about constructing a talk that you can take on tour? Do you have a special technique people might be interested in hearing about, a different angle you can give? Community groups like Women’s Institutes are always on the look out for interesting speakers. Imagine a one hour lecture where you can advertise exactly what you like.
You’d be amazed where opportunities pop up from. I’ve spent the last four years researching the Lemon Balm plant also known as Melissa officinalis. Ancient herbals gave me the nod that there used to be ancient Green priestesses called Melissae, whom I discovered were bee shamanesses. Bizarrely, for an aromatherapist, I already have four talks booked with beekeeping associations next year. Get creative about different slants of ways to talk about your work.
Know Your Ratios
Did you know that it costs eight times as much to attract a new customer as it does to get a sale from an existing one? That vicious statistic serves as a reminder that there can never be a more important client than the one who is in front of you. Be present and focused on delivering on what your client needs.
There are two extremely important sales questions that are often left unasked, but I would urge you to get confident in probing and really hearing their answers.
“What is the most important thing you are looking for?” This might be followed by, “from this treatment/ from your therapist/ from the place you choose?”
Never imagine you know why anyone buys anything, because if you’re wrong, it’s very easy for your competitor to steal them. When you know why they come to you, it’s much easier to know where to focus your attention to ensure that you over-deliver.
“If there were one way that we could have improved on our service today, what would it have been?”
This question does sometimes get asked, but people make the mistake of making it sound like a checkbox. Big mistake! I love to tell people that we have an electric blanket under the sheets on my couch, because one lady had had it at another practice. The example creates a space where people feel comfortable sharing where you might be going wrong. It’s how you improve, and cumulatively, how you steal all your competitors’ clever tricks and leave them standing.
Referral Marketing
Another reason for asking if you could improve, is that if someone says that you couldn’t, then that’s the time to ask for a testimonial. Get their quotes on your leaflets and pamphlets. Use it on social media. Never waste a good compliment. But also, think of ways you can leverage your client’s pleasure. Do you have ways they can save on their next treatment if one of their friends come in? Have you ensured you have given them extra tickets to your next event, so they can bring along a crowd? Would they consider hosting a party plan event maybe, or suggesting you as a speaker somewhere? Happy customers are your very best advertising. Use every opportunity you can.
Come on then… Try and think of ten small marketing tricks you can implement through this year. You’ll be amazed how the little things add up! n
iELIZABETH ASHLEY is a world renowned Clinical Aromatherapist and essential oil researcher. The author of The Secret Healer series of aromatherapy manuals, she has had 12 Amazon category number 1 best sellers, including her
business book, Sales Strategies for Gentle
Souls. Details of her work, including her
books and Prosperous Therapist Video Course are available on her website
