Because it works!

It’s not what you know but who you know!  Business is so much easier when people recommend us. Word of mouth cannot be beaten. I’ve had read somewhere that each person has approximately 200-250 contacts. So, do the maths on who you know, multiplied by 200 or 250. Just imagine all those people promoting you as a therapist. There must be someone in that number who could help you with whatever you need help with.

Any effective marketing strategy has a diverse approach. It’s essential you don’t do all your marketing online but connect with other professionals in or out of your field.

Most of us network informally and then there’s  others who  go to an event with a mix of diverse businesses or a therapist specific one. Depending on where you network, it could be a very effective way of reaching the people you want to connect with and be your target audience.  Networking gives people the chance to mix with others and open the door to new opportunities.  More and more people in business are looking at networking as an effective way of marketing.  It’s a great place to problem solve too, (2 heads are better than 1 is the saying here). Networking gives the great chance to talk about the benefits people experience after working with you. The services we provide as a therapist are of a personal nature, so trust is vital. Speaking to people will give them the chance to get to know you and how you talk about your practice or space. The purpose isn’t to get clients from the room but to get referrals.

Networking is about making connections with others and sharing and seeing how you can help each other.  The old notion of networking was ‘what’s in it for me’, the new notion is ‘how can I connect and help’. It’s about building relationships with people you connect with. It’s about looking for opportunities where you can help others and seeing how you can offer your contacts to others.  This type of networking reaps benefits in the long-term. It’s about caring and giving rather than selling and taking.

Sadly you will come across people doing a hard sell and you can’t wait to get away from them. This is not the type of networking that is effective or works.

If this sounds like something you’d like to do, contact your chamber of commerce , businesslink, local networking Facebook groups. It’s a good idea to do your homework before you go to see who’s attending and if there’s anyone attending that may be a good fit for you, so you can make sure you introduce yourself.  Practice your elevator speech, to be able to say what you do and how your service benefits others in less than a minute, (or better less than 30s).  Keep it quick, niche focused on your ideal client , benefit orientated and make it to encourage questions.  Don’t expect to come away with a full diary, this is a long game to develop important relationships with other local business people.  What not to do is, walk up to people and start selling yourself and your business but to walk up to people in a friendly manner and ask about themselves, their journey and their business. Asking about them puts them at ease. Go with the firm idea  that you are not looking for clients but the notion of “I’m growing my therapy business and looking for colleagues I can refer to”. You are interested in serving and supporting.

Do your research in your area and find one that feels right for you and fits in with your commitments. There are breakfast and evening one’s. Networking groups give you the chance to form collaborations with other businesses. You may find someone that would be perfect to put together a workshop with, or hold an event together.  You could offer free talks in your local community and invite members of the public. Here they could try before they buy. demonstrate your expertise and authority in your chosen niche. Here you are connecting with a large number of people at once within a short time.

You might find that you meet the right people for you at your first networking event, or you might find that it doesn’t work for you the first time you attend.  Don’t let this put you off, go to the next one. The more you attend  the better your chances of meeting someone to make useful connections with.

Top tips:

1. Be friendly and sincere
2. Know what you want out of the meeting:- wanting more clients; meet other therapists who you could refer clients to; do you need clinic space; have you space to offer; do you need help setting up your business e.g. accountant, web designer?
3. Know your service
4. Introduce yourself clearly, and say your name twice. Hi I’m Katie , Katie Evans
5. Be able to describe the benefits of your business in 30-60s highlighting your ideal client and niche
6. Be a great listener. Listen and ask questions about the other person.
7. Look out for opportunities to help others
8. Follow up contacts you’ve made
9. Take your business card
10. If you feel you cannot go alone take a buddy

Being a sole trader can be lonely and isolating, this is a great way to be with others