Create Your Dream Life and Business Dawn Marie

Create Your Dream Life and Business! Dawn. Marie. Payne. com

How to Create an Ethical and Profitable Health Business. . . Without being ingenuine or slimy and in a way that feels good for you.

I’m going to teach you this by showing you. . . Some of the steps I took to increase my company value by 500%. . . And provide over 150, 000 + client treatments!

Introduction • • Known as a successful business woman who creates dynamic teams and partnerships. Known as an experienced Physiotherapist and professional mentor. Creator of Dawn. Marie. Payne. com, Empowerment. TV, The Team Building Solution, Financial Intelligence nd Entrepreneurs Biz School. For the past 20 years, I’ve owned several businesses and for the past 5 years, I’ve been focusing on Empowering Others to Create Their Dream Life and Business.

Here’s What You’ll Learn During This Presentation. • • • Discover your Ultimate Purpose and big WHY for owning a Health Business. How to create a Vision for your Health Business. How to identify what makes you and your business unique so you can serve more people and increase profits.

Here’s What You’ll Learn During This Presentation. • • • Effective Internal and External marketing strategies so you can ensure you have a steady flow of clients and customers. How to create clients for life who are raving fans and are your best advertisers. The 3 Pillars to Success

Why This Is Important To You NOW • • Most people think that if they focus only on the money they will be successful which is DEAD WRONG. Most people have old school “rules” of how business should be done. Most people think they need to do things like their competition which is DEAD WRONG. Most people think marketing happens outside the business. Not true!

Is This For You? • • • If you’re a Health Practitioner and want to increase profits while offering ethical services, this is for you. If you’re just starting out and want to find a way to stand out from the crowd right from the beginning, this is for you. If you want to feel less stress and less pressure of “how to be” in business, this is for you.

Is This For You? • • • If you want to be extremely successful, and make the competition irrelevant, this is for you. If you want to help more people while making a profit, this is for you. If you’re not sure how to build your business or take it to the next level, this is for you because you’re going to discover simple strategies to help you maximize your strengths.

• • • House Rules Not a “get rich quick” scheme. Not a “do nothing and increase profits”. Not a “faking results or promises” to get clients or providing unethical treatments for profits. My results aren’t necessarily typical. Most people who go to a presentation or training on “how to make more money” or be more successful don’t apply what they’ve learned and/or don’t make any more money!

CONFESSION! Yes, I have an advantage over most. I’ve already “made it” in business.

A Story of Grace How I used life changing injuries, many NO’s and frustration to Guide Me to Create an Ethical Health Practice. AND a Lucrative Business too!

4 Keys to Creating a Lucrative Business 1. Understand your ULTIMATE PURPOSE. 2. Have a VISION for your business. 3. Learn how to STAND OUT from the crowd in a noisy, busy world. 4. Understand MARKETING.

Step 1 Understand your ULTIMATE PURPOSE

• • Here’s What You’ll Learn During This Section. Get even more clear on why you’re in business so you can be laser focused. Get clear on what you want to be known for so you can create a consistent message. Learn the 7 Levels Deep Exercise so you can discover your BIG WHY. Get clear on a purpose beyond yourself and money so you can create customer loyalty and personal fulfillment.

Get Clear • What do you want to be known for? What’s your legacy? • • What mark do you want to leave in the world? What do you want to accomplish in your life time?

• • • 7 Levels Deep What excites you about having this business? Why do you want to have this business? What about this business gets you out of bed in the morning? What’s the ultimate purpose? Let’s go 7 levels deep! • Best to do this with someone else asking the questions!

The Ultimate Purpose • • What’s your consistent underlying message? What’s your story? How do people relate to you? Why do you want to share this service/product with the world? How does your business contribute to the overall betterment of the world or people you serve?

Step 2 Create your business VISION

Here’s What You’ll Learn During This Section. • • • What type of business you want. Where you want your business to be. What products/services you want to offer. What your business goals/outcomes are. Who you want to provide your products and services to.

Your Business Vision • What type of business do you want? • • Brick and Mortar? Online? Other? How many staff do you want? What type of community do you want to create among your staff? Among your customers? Among your partners? How many locations do you want?

Your Business Vision • Where do you want your business location? • • • Local, national, worldwide? Do you want to work from home, at the business location or somewhere else? Where do you want to sell your products? Locally, nationally, worldwide?

Your Business Vision • Who are you selling to? • • • Individuals? Business to Business? Corporations?

Your Business Vision • What types of products or services do you sell? • • • Physical products (online, wholesale, retail? ) Services (educational, information, personal, professional) Experiences (retreats, adventure travel, classes, seminars etc. )

Your Business Vision • What problem are you solving or opportunity are you providing? • • What is the pain that will go away and/or the benefit the customer will receive? Eg. Save time, reduce stress, improved health, better relationships, etc.

Your Business Vision • What are your top 3 business goals/outcomes? • • • What will creating this business make possible for you and your customers? Do you have to give anything up to make this happen? Do you need to shift priorities? What is one key thing that needs to happen to make each goal/outcome happen?

Your Business Vision • • • By what date will you make these goals happen? What is the ONE next right step you need to take to make your business dream come true? Put this somewhere you will see it. Review it daily until it comes true!

Ideal Customer Fairytale

Here’s What You’ll Learn During This Section. • • • How to get a crystal clear picture of your ideal customer. How to drill down in fine detail who your ideal customer is and what makes him/her tick! Get clear on what his/her pains are and what they ultimately want in your product or service.

Get Crystal Clear • • You want to understand know your customer so well that you think like them! Who is your fairy tale customer? Who do you want to work with? Who is the character with the leading role in the fairy tale or story? What is her story of dream/goals, struggle and victory?

Get Crystal Clear • • • You want to know what she dreams of, her fears and doubts as well as the problems she needs solved. You want to have a clear picture of what she looks like, sounds like, what she wears, and her preferences, likes and dislikes. You essentially want to get inside her head!

Get Crystal Clear • • You want to understand know your customer so well that you think like them! Who is your fairy tale customer? Who do you want to work with? Who is the character with the leading role in the fairy tale or story? What is her story of dream/goals, struggle and victory?

Know Your Customer • • Who is your fairy tale customer? Who do you want to work with and help? What do they all have in common? • • • Eg. Age, gender, marital status, employment/profession. What are their beliefs, values, hobbies, lifestyle etc. ? What does she love about life? And what are her pet peeves?

Know Your Customer • Let’s get into her emotions and how she feels in this fairy tale story she’s part of. • • • How does she feel when she first meets you or finds out about you? How does she feel when she’s just about to buy your product or service? What is she saying to herself in that moment? What is the story she’s telling herself? Any specific language she’s using?

Know Your Customer • • As you drill down and dive into her emotions, really think and feel as if you were her… Keep brainstorming on everything you can think of that describes this person. Describe her in so much detail that you can picture her, hear her and feel her emotions as she interacts with you, your product or your business.

• • Know Your Customer’s Fears Let’s keep going! Dig deep here! In every fairy tale and great story, there is a struggle. Let’s find our your character’s biggest fears. • • What does she secretly fear may be true about her situation? What does she worry about? What prevents her from sleeping?

• Fairytale Dream Solution Let’s turn this around and create the fairy tale ending. • • • What does she hope is true about her situation? What does she secretly hope for? What is she counting on being true about her situation? What’s the fairy tale/dream solution that she’d do anything for?

Fairytale Dream Solution • • • Now that you have a better feel of who your customer is, how will this change the way you interact with your clients? Will you change your approach in any way? Is there anything you will add or omit from your services?

Step 3 STAND OUT from the crowd Your Unique Value Proposition

Here’s What You’ll Learn During This Section. • • • Develop your unique value proposition in the world so you can stand out from the crowd. Set yourself apart and make the competition irrelevant. Develop a Blue Ocean Strategy so you have a visual of what makes your business unique.

Unique Value Proposition • 3 Areas to Look At • Who is your competition? • What services/products do you sell or want to sell compared to the competition? • What do you DO differently from the competition?

Unique Value Proposition • Who is your competition? • • • Make a list of your main competitors. What are the similarities in your business? What are the differences in your business? (Business Model, Offerings, Services, Branding, Culture etc).

Unique Value Proposition • What services/products do you currently sell? • • • Make a list of all the current products or services you provide or sell. Are any of these the same as the competition? Are any of these different from the competition?

Set Yourself Apart • • • What services/products do you want to add? • What services/products can you add or change that will set you apart from the competition? How can you add MORE VALUE to your customers? List at least 5 new ideas!

Set Yourself Apart • • • What can you do differently, that will set you apart from the competition? What are your strengths/gifts that can add MORE VALUE to your customers, staff and colleagues? Brainstorm 5 things you can do differently or better that adds more value to your business (and of course your bottom line).

Blue Ocean Strategy

Blue Ocean Strategy

Step 4 Understand Marketing

Here’s What You’ll Learn During This Section. • • Internal Marketing Strategies for a Health Business. The 3 chance return strategy. The 10/5 Rule How to create raving fans so you have customers for life.

Here’s What You’ll Learn During This Section. • • External Marketing Strategies for a Health Business. How to develop consistent messaging and consistent client experience. Website Do’s and Don’ts How to create a marketing plan

Internal Marketing • • • What is Ethical Case Management? Client Education re: expectations of treatment/service What do they need to do? What will you do for them? 3 Chance Return Strategy Adding Value to the services you provide 10/5 Way

Internal Marketing • What is Ethical Case Management?

Internal Marketing • Client Education re: expectations of treatment/service • • What is the cause of their problem/condition? Can it be resolved? How long will it take to resolve or improve? How often do they need to see you or use your product/service? What is the cost?

Internal Marketing • Client Education re: expectations of treatment/service continued…. • • What do they need to do? What will you do for them? After each visit, make sure they are rebooked if that is part of the treatment plan!! If you haven’t seen them as expected, follow up! Call them!

Internal Marketing • 3 Chance Return Strategy • • • Problem will be resolved and I’ll see you if something new happens. You will choose to do a “maintenance” program with my support and guidance. You will choose to return as needed if your symptoms return.

Internal Marketing • 10/5 Way (Rule) • • Implemented by the Ritz Carlton and Marriott Hotels New England Journal of Medicine – Ochsner Hospitals Increased Press Ganey’s Likelihood to Recommend Score (friends and family referrals) by 5% = increased revenue! What if every client was such a raving fan, they were clients for life AND referred 2 -5 people?

External Marketing • • Consistent messaging and branding Website Do’s and Don’ts How to leverage your professional network Create a Marketing Plan

External Marketing • What is the consistent look, feel and message you are giving your customers? • • • Is it simple to contact you and get information on your services? Don’t make people chase you! What is your main message? Ie: Tag line? This must weave through all of your marketing materials and client experiences.

External Marketing • Website Do’s. • • • Do have a clean, easy to navigate website. Do have the same look/feel as your other marketing materials (business cards, logo, brochures, print materials, online marketing messaging, social media). Have lots of white space. Have great content to educate potential customers – You want to CONNECT Make sure it is mobile friendly.

• External Marketing Website Do’s. • • Do have a bio. If you’re a solopreneur, make it more about the client and what they will get rather than about you. Do your professional bio at the end of the page in this case. Must be clear about what you do and the BENEFITS on the home page. Eliminate confusion! Do have a clear, easy, obvious way for people to contact you, book appointments or

External Marketing • Website Do’s. • • Do have a clear, easy, obvious way for people to contact you, book appointments or buy your products (with an easy check out system). Be professional, welcoming, warm and friendly.

• External Marketing Website Don’ts. • • • Don’t have the background in black or a dark color with white printing. Have too much information that it’s confusing. Don’t be too technical! Just give the basics and benefits. Don’t slam the competition. Don’t have cheesy ads or try and sell people snake oil.

External Marketing • Leverage your Professional Network. • • Create relationships with other Health Care Practitioners that compliment your services. Do cross referrals. Find ways to offer services together (gives you exposure to more potential clients). Make it your mission to help your clients in any way they need – you do not need to be the hero and “fix” everyone.

External Marketing • YOUR Marketing Plan: • • What do you want to focus on for the next 6 months to increase your exposure to your ideal clients? Speaking, website, social media, collaboration with other Health Professionals, leverage friends and family, provide a special introductory offer, give LT clients a bonus, print advertising, online advertising, get interviewed, trade show etc.

External Marketing • YOUR Marketing Plan: • • • How much time will you spend each weak committed to building your business? How much money will you spend to market your services and products? How much revenue do you need to generate to cover the marketing costs?

The 3 Pillars Of Success • • • Passion and Vision for your business and what you do. Consistency and HARD WORK! Continual Growth and Learning!

Passion and Vision! • If you don’t have passion, you won’t be able to sustain your business especially when things are hard. • Passion drives us and propels us forward • Having a Vision that we can work towards gives us clarity in our purpose and goals. It also helps us prioritize.

Consistency and Hard Work! • Nothing replaces consistent hard work. NOT EVEN TALENT. • Consistent messaging without harassing • Consistent customer experience • Consistent, regular work towards a goal and a purpose.

Consistency and Hard Work! “Some people dream of success, others get up and start working hard at it. ”

Continual Growth and Learning! • You must continually adapt to the changes in life and in business to be truly successful. • You must step outside our comfort zone. All great things happen beyond us! • You must keep educating yourself and your team. Keep it fresh!

Bonus! Stellar Staffing

Here’s What You’ll Learn During This Section. • • How to get a crystal clear picture of your ideal staff members. How to drill down the qualities you want your staff to have. Get clear on the role your staff will have in the company. Learn how to hire stellar staff that fit your vision.

Get Crystal Clear • • • What jobs/positions do you need to hire out? What are the key duties of each position? Who is your ideal staff member. Who do you want to work with? What are their characteristics/qualities? What will you pay them? How will you hire them?

• Staff Positions What areas could you use help in? What do you want to delegate out (ie: the areas that are not your strength or that you don’t have the time/expertise to do). • • Eg. Accounting, management, video editing, social media scheduling, IT, website development etc. Make a list of the jobs you want to hire out and delegate so you can free up time to do what you do best!

Staff Positions • NEXT - Who do you need to hire to grow and increase your profits? • • • Eg. Manager, sales, key professional staff, etc. Make a list of key roles/staff positions you want to hire long term. How many staff do you want to have?

• Key Duties For each position you want to hire out, either immediately or long term you will need a framework of the duties for the position. • • • What is their key role in the company? What will be their main responsibilities? What are their specific duties? What days/times do you need them to work? Who will they report to?

• • • Staff Pay Be prepared in advance how much you will offer the candidate. Make a budget for the additional cost of hiring this person. How will you cover the cost? Can you expect more profits adding this position to your team? Or will it free you up to use your time more efficiently? Etc. Research similar positions in your field and find out what the going rate is. • Then decide if you want to offer a similar rate, higher or lower and WHY.

Be really clear on who you want to hire and why before you advertise!

Hiring Stellar Staff • • • What to look for when you’re hiring. Decide where will you advertise. Decide what information do you want to provide and receive from the applicants. Learn how to screen resumes. The interview process – key questions to ask.

• Ideal Staff Avatar Determine in advance the type of person you want to hire. • • • What are the key qualities they posses? Eg. Kind, friendly, outgoing, focused, committed, resourceful etc. You can do a very detailed outline just like the Ideal Fairytale Customer! What are the key skills they need to possess? **Often this can be trained. If that is the case, focus on the qualities that fit your Ideal Staff Avatar.

Advertising • • Where do you want to advertise? Where do your ideal staff hang out? Online, newspaper, trade magazines, professional associations? Do you know anyone else who possesses the qualities and skills you are looking for? You can ask them for referrals or ideas of where to advertise.

• • Advertising What is the key information you want to provide in the advertising? Eg. Job title, full/part time, duties, pay, type of person you’re looking for… What is the feel you want the advertising to have? Eg. Professional, fun, casual etc. Make sure you have something unique that will grab the applicants attention!! Ask them to submit a resume and answer a specific question. Eg. What is your favorite movie or book?

Resumes • • Do a quick screen to see if the applicant answered your specific question. If not, move on to the next resume. Then screen for qualities and skills. Do they possess the qualities and skills you’re looking for? • Depending on the role – if the skills can be trained, focus more on the qualities they possess!

Interviews • Do either a phone call or create a very specific questionnaire for them to complete before you schedule an interview. • • • This will help you narrow down even more whether they have the qualities and skills you want. It will also show you who is serious about the position (especially with the questionnaire) and if they follow through. If they pass these tests, then schedule an interview in person.

Interviews • • • Choose the candidate that best fits all the qualities you’re looking for. If you don’t find the right person, advertise again. It’s worth waiting rather than spending tons of time on training just to have them leave! You want to make sure it’s a good fit for them too so they have job satisfaction and want to work for you long term.

Create Your Dream Life and Business! Dawn. Marie. Payne. com