What are the basics of starting a practice?
That’s what viewer LaChauna Douglas in McKinney Texas wrote in to ask me. LaChauna currently works at a waxing studio; she is newly licensed and has been getting her feet wet by working as an employee yet, she has a lot more on the table to offer! LaChauna is also a licensed cosmetologist who loves the holistic side of skin care. She is now looking at her future and wondering what she should create for herself in this industry. She wants to know the basics, so that she can begin planning her career transformation.
One thing is for sure, it is much easier to start a practice then it is to sustain one. I’m going to bypass the kind of business start-up process you can easily learn from a book or a meeting with a Small Business Administration advisor. Instead, I’m going to give you an industry perspective.
I’m going to teach you what the 12 Areas of Practice Mastery are. These are the areas you must master over the lifetime of your holistic practice.
Click image for a PDF download of the chart.
The 12 areas are as follows:
- How to manage your compensation plan (even as an employee climbing up the tiers)
- How to manage your bookkeeping
- How to keep afloat – financial sustainability
- Time is money!
- Run on time
- Book services tightly
- Keep schedule organized in order to maintain work-life balance
- Essential in order to stand out in your field
- Niche should include services offered, specific areas of focus, areas of expertise, personal style
- What makes you unique?
- Convey your strengths in marketing
- Become an expert in your area of practice
- Get quoted in newspapers and magazines
- Speaking opportunities
- Be viewed as an industry expert.
- Build your knowledge bank of expertise
- Graphic design
- Company image
- Personal image
- Be sure to have some capabilities of designing skills, especially when you are new and before you can afford to outsource
- A key component with many steps but most importantly, find marketing methods which work for you and you are good at
- Get the word out about your practice
- Continue to grow, learn, study and read different marketing tactics to better your skills
- Being that we are in a “people business,” it’s all about relationship building
- You must master building a rapport with your customers and learn how to understand their needs
- Get them to come back
- Handle customer problems
- It’s all about that “love connection” with your customers
- Be able to perform an effective treatment, but you also need to be able to design your own treatments when you’re in practice for yourself
- Design effective protocols
- Make it pleasurable for your clients
- Know how to price it and put it on your menu
- Every new client will need a consultation with you. This is very important for rapport building, but you’re also setting up a recommended treatment protocol for them.
- Get clients on the right track so that you may deliver the results they want
- Have a plan for clients to continue to come too you long term
- Now that you have clients coming in through your doors, your next goal is to keep them returning back. One really important part of retention is re-booking
- Make sure you are asking for a re-book
- Keep clients coming back so that you have a sustainable practice
- Retail is about making money for sure, but most importantly it’s going to enhance or detract from your clients results. If clients are receiving great treatments from you and spending money and time to do that, then upon reaching home they are using junky products, eating junky food or doing things that are counterproductive to your work, then they are actually not really getting the most from you.
- Show your clients what products to use
- Retailing is one of the ways to make it easy for them to have access to those products
- Referrals are a form of marketing, but I really believe it is so important that it is its own area of Practice Mastery
- Referrals are about getting your clients to send you new clients, but it’s also about getting other professionals to refer you
- Build alliances of other networks and other referral sources.
- Master referrals so that you may have a nice steady easy-to- run practice
Twelve Steps to Practice Mastery might seem like a lot if you are new, but don’t get overwhelmed; it’s all about taking baby steps. Each one of these steps to Practice Mastery is a complete cycle like a spiral staircase where you will be going up one step at a time. Right now, you may be at the bottom levels of being a beginner. You can begin to take those steps now focusing on the twelve areas mentioned and learn how to master them at a beginner level. One should always keep learning, perhaps take some classes, keep studying and keep your attention on growing your practice. As you do so, you will keep moving up those twelve areas at higher and higher levels until someday you’re at the top penthouse looking down on your empire below. This is the key to a sustainable practice.
Now, I have a tool that can really help you out right now. I have a free video series on how to get clients fast and you can opt in for that at clientsandcash.com. I have three hot videos for you starting with how to ask for referrals in a way that is comfortable and totally works. Go ahead and jump on it and get those free videos and start to implement those techniques right now and you’ll be on your way to your 12 Areas of Practice Mastery.