Time to challenge assumptions

This is something I shared with the AoR members group earlier this month and is the post that got me thinking more and more about my business – and prompted me to start the diary.

When it comes to a drop in bookings, one of the easiest things to do is to put it down to external factors outside your control like the recession, rising prices, the time of year, and so on. But how do you know?

Could the real reason for fewer bookings be that you’re not putting yourself out there with your marketing? Could it be you’re not giving your clients what they want it terms of treatments, experiences, value, knowledge? Perhaps there are more therapists out there so you need to up your marketing game?

So, this my tip for October. Stop making assumptions and instead challenge them. Look at your bookings over the last 12- 36 months and dig down into them to get some cold, hard facts. What was your best month? What was your worst month?

Are some treatments performing better than others? Can you see any patterns emerging, are there any trends? What is the data in front of you telling you, and, more importantly, what can you do about it?

Questions you might want to ask include:

Are you giving clients what they need? Are some treatments performing better than others, why? How can you replicate this across your business?
What needs to improve in your marketing? Are you putting yourself out there? Is it clear what your business stands for? Are you marketing your business in a way that resonates with your clients, through channels that matter to them?
Is your pricing right? Are you charging the going rate in your area? If money is an issue for clients (and never assume it is) then how can you adapt what you’re offering to meet the needs of your clients as well as yours. Do you need to reduce your costs to be more profitable?
What can you do to negate factors that are totally and utterly outside your control?For example, if August is always quiet could you take most of it as a working holiday and focus on your business – get your accounts done, update your website, create some social media content – which could make the rest of the year more profitable.

This October don’t just assume you’re in for a quiet few months as the nights draw in and the weather gets colder. Don’t assume people are going to spend less on health and wellbeing because Christmas is coming. Don’t cross off January because you think people are going to be all spent out.

Instead, challenge those assumptions. Rather than waiting for a magic wand (which doesn’t exist!) to increase your bookings, create your own form of magic with a proactive plan of action that will empower you to reach the clients you need – and who 100% need you.

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