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Hi Everyone,
Welcome to today's episode of Selling the Couch. Our guest today is Dr. Ana Melikian, who coaches other clinicians on marketing their businesses, using the “Book Yourself Solid” techniques, from Michael Port's book.
It's a difficult thing to provide the helping services, and then feel like you have to be constantly selling yourself, in order to have a full practice. So, today Ana explains that we have many other options to spread the word about our practices, besides traditional marketing.
Ana started her private practice in Portugal, and came to the US in 2003. In Portugal, Ana used her high profile status to help fill her practice. When she came to the US, she was nothing more than a small fish in a very big pond. She realized that she needed to market her services, and she began studying marketing.
Ana found that the “Book Yourself Solid” method of marketing really resonated with her. The philosophy of this method was something that Ana could embrace.
1. Instead of seeing numbers, they focus on people.
2. Building connection is the most important thing
“Marketing does not get you clients!”
Marketing allows you to create awareness of your services. It allows you to let people know that you are here and that you have a service. Once someone becomes aware, then you can address:
1. Can the professional meet your needs?
2. If what someone sees online resonates with the person, then they will be more interested in learning more about you and possibly connecting with you.
3. Don't make assumptions about your potential clients, start asking what they are looking for.
4. Give yourself more time to build online relationships. In person meetings can accelerate the decision making process for the client.
5. You don't HAVE to have an online strategy or an extraordinary website in order to have a full practice. You can contact 90 people that you know in your network, and let them know what you do. Then when something comes along their path relating to your service, you will be top of mind. Continue to nurture your Network of 90 throughout the year and really make and effort to connect on a human level with them. Send them resources and links that will be beneficial to them.
6. Don't forget the basics of nurturing relationships of people in your community. Be active in community events, and connect on a human level.
7. If you think of marketing as communication, rather than marketing, it will make it more real to your clients.
Resources and Links:
www.mindset.zone – Ana's website and podcast home