Coaching Column: Communicate your company's value

Sam Mednick is a professional life and executive coach based in Barcelona (www.blueprintcoaching.ca). A Canadian native, she’s been living in the city for eight years working with companies as well as individuals focusing on transitions, communication, leadership training, time management and productivity, as well as emotional intelligence development. For more coaching tips, tune into her Podcast.

SAM SAYS:

Dear Sam,

I opened my chiropractic business in Barcelona six months ago and it has been going well, albeit slow. I’d love to pick things up and ultimately, increase clients and revenue. I’m struggling with how to get the word out there, how to market myself and how to turn connections into clients. I have active Facebook and Twitter accounts and I’ve taken out a few ads in print and online, yet I haven’t seen the growth that I would like. If you have any advice on what a small business owner can do to grow their company, I’d appreciate all the tips you can spare.

Thanks so much,

The Business Novice

Hi Business Novice,

I’m going to dive right into this and refer you to someone else whose advice I greatly respect and have used to grow my own company. There’s a fabulous book by Alex Goldfayn called The Growth Revenue Habit (2015), whose cardinal rule for growing your company is: “Communicate your value to those who can buy it.”

It sounds easy, yet it’s something that the majority of us don’t do enough. One of the biggest mistakes that small business owners make is to think that mediums like Facebook, Twitter, Instagram etc., will att ract paying clients. Social media platforms are good for letting people know what you’re up to but unless you’re sharing engaging content, it may not convert into revenue.

The best way to grow your business is to actively communicate to people not what you do, but why they should come and see you. Your value isn’t the product you sell and the adjustments you give as a chiropractor; your value is thatyou enhance people’s lives by giving them increased mobility and the opportunity to live pain free. Goldfayn says there’s no better way to communicate that value than through your existing customers—let your clients tell your story (more on that below).

Something else that is key to growing your company is to build relationships through your networks. Your network is anyone you come into contact with on a regular basis. It could be your dentist, parents at school, family, friends, your tennis coach or the barista at your neighbourhood coffee shop. We often forget how many people we know and how many people those people know.

So, what does all this look like in tangible terms?

1. Ask your clients for a testimonial. Some of us shy away from this, yet if you’re providing a wonderful service for people they’ll be more than happy to share their thoughts. This will also give you some insight into your clients’ preferences.

2. Let the testimonials tell your story. Put their testimonials in your emails, newsletters, on your website and most of all use their words in day-to-day conversation when talking to people.

3. Keep in touch with your network on a daily basis. Take five minutes each day to speak to one person. Whether it’s face-to-face, on the phone, in an email or text message, reach out to someone and let him/her know what you’re up to.

4. Maintain contact with your clients. Make sure your clients are hearing from you regularly. It doesn’t have to be invasive, just keep in contact, be it through a weekly or bi-monthly newsletter, email updates or a systematic check-in every few weeks. Nourish those relationships and stay connected.

5. Get these two books. In addition to The Growth Revenue Habit, read the Go-Giver (2007) by Bob Burg. This is a fictional story with incredible ti ps and insights on how to grow your business and become successful. His main message is to come from a position of serving others.

To share your thoughts on this column or ask Sam a question email sam@blueprintcoaching.ca, or write to Metropolitan at editorial@barcelona-metropolitan.com.