Professional schools are grinding out graduates by the thousands. In some fields there are too many experts. The market is glutted. Competition is fierce. Even established firms experience a painful feast or famine cycle, because it's difficult to complete one job while looking for another.
Referrals used to be enough to build a profession practice. In the past, if you did a good job, people would come back, and they would send their friends. That happens less often today, and here's why:
- We have a mobile society. People move every 3.6 years; so businesses left alone tend to shrink. You can't coast.
- Consumers want more for less. They are price shopping, and less likely to be loyal.
- Huge chains are taking over and mass-merchandising professional services.
It can be frightening for the small firm or the sole practitioner. In trying to promote themselves, professionals have at least four strikes against them:
- They don't know what to do or how to do it. Very few have taken business courses in school.
- Specialists are mostly left-brain dominant (rational, logical, linear-thinking), quiet types who simply prefer to be themselves and do their own thing. Sales and marketing, on the other hand, require some right-brain (creative, emotional, intuitive, yes, off-the-wall) thinking, and even some risk-taking. Like knocking on doors.
- In addition, professionals want to appear ethical and not too different; so they can't advertise blatantly or be outlandish. They believe their hands are tied.
- Finally, those who do try to advertise face the media glut. So when they do advertise, they get no results.
According to Newsweek, we spend more than $34 billion annually on national advertising (more than $400 per household). Network TV advertising messages just for you. Today in Denver there are roughly 118 newspapers and magazines, 36 radio stations, 15 TV channels and several hundred ad agencies. (I tried to count them, but quit). The Colorado Association of Realtors is spending nearly $250,000 just to promote three words: "Take Another Look." (That is, take another look at the real estate market. It's getting better and better.)
As a professional in private practice, how can you possibly compete with the big bucks? The answer is simple: by being clever, staying busy, and turning some of your energy toward marketing. Here are suggestions from our seminars that might help you:
1. Use a distinctive business card.
2. Keep an updated list of your former patients or clients. They are your prospects for further sales. (They're buyers.)
3. Cultivate the art of speaking to people. Tell them what you do. Don't deep it a secret.
4. Put a sign outside your office.
5. Return all phone calls.
6. Read the newspapers. Look for people with problems you can solve. Contact them and suggest a meeting.
7. Advertise by word-of-mouth.
8. Give away specialty advertising items: pens, calendars and such.
9. Be nice to people.
10. Sponsor a team.
11. Run for office.
12. Read "Positioning: The Battle For Your Mind," by Al Ries and Jack Trout (Warner Books).
13. Join a networking group.
14. Develop an information pamphlet or brochure.
15. Make a video production for public access cable TV.
16. Use a recall system to remind patients or clients to come back.
17. Know the fundamentals of selling. Read "The Greatest Salesman in the World," by Og Mandino. Visit a local SWAP club (Salesman With a Purpose).
18. Make a portfolio (sales kit) to use in presentations.
19. Dress for success.
20. There's no substitute for excellence. Deliver what you promise.
21. Give a free demonstration.
22. Go to bars. Loaf by the swimming pool. Chat with people when they are relaxed; listen for problems you can solve.
23. Get involved in political, professional, civic, recreational and social organizations.
24. Write a newspaper column or journal article.
25. Make reprints of your articles and use them as handouts.
26. Sell your article to a magazine (consult "Writer's Market").
27. Get written references (testimonials) from satisfied patients or clients.
28. There are more than 300 clubs in Denver and probably many in your city--call and ask to speak to them. Give your speech a catchy title.
29. Teach a class or seminar through a church or community college.
30. Give and attend open houses.
31. Call past patients or clients; take a genuine interest in them.
32. Ask for referrals from satisfied patients or clients; (Referrals seldom happen automatically--you have to ask).
33. Take someone to lunch for no particular reason, and have a good sharing.
34. Send thank-you notes.
35. Advertise in the Yellow Pages.
36. Give a free sample (give away as much as possible, as fast as possible).
37. Mail a newsletter that includes some of the following: recent discoveries in your field; testimonials; an offer of some kind; a calendar of upcoming events; a map showing how to find you; cartoons; thank-yous for referrals; and a few one-liners. (P.S. Don't mail your January calendar on Jan. 20 as one real estate agent did).
38. Smile a lot.
39. Write a letter to the editor.
40. Send engraved announcements whenever you do something big.
41. Send cards to your patients or clients on holidays, birthdays and special events.
42. Nourish your network of business contacts--don't let them wither and die.
43. Buy mailing lists and use direct mail.
44. Send a marketing letter to your peers, people in related professions, your prospects, influential people--and your mother.
45. Write a book.
46. Make liberal use of news releases and public service announcements.
47. Ask to appear on local radio or TV.
48. Do a survey of past patients or clients to get feedback and hear their ideas.
49 Telephone newspaper editors--suggest story ideas.
50. Create a media event--for example, a conference--and invite the press.
51. Get a booth at a trade show.
52. Have your license plates say what you do. As a career consultant, my personal plate reads--AJOB4U.
53. Develop a support group of 10 other professionals. Meet at least monthly. Refer to each other.
54. Use symbiosis. Team up with someone. Offer complimentary services.
55. Get listed in service and trade directories.
56. Subscribe to and advertise in specialized newsletters, journals and magazines.
57. Sponsor community events.
58. Ask you accountant, lawyer or dentist if they know of people needing your help.
59. Take a millionaire to lunch--ask for ideas.
60. Use real people--satisfied customers--as "references." Take them along on important sales calls. They'll close the sale for you.
61. Join the chamber of commerce.
62. When people ask you for help, say yes.
63. Finally: Believe in yourself, others will too.
