The Million Dollar Private Practice E-Book

David Steele

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 480

Veröffentlichungsjahr: 2012

Beschreibung

Broaden your professional horizons, expand the scope of your practice, and create new revenue streams You are uniquely gifted in your ability to ease suffering and enhance quality of life. You help solve profound human problems and restore hope. Now, The Million Dollar Private Practice reveals how you can leverage your distinctive talents and expertise to dramatically expand your professional and financial horizons. Building upon the premise that the key to building a million-dollar practice is expanding your services from "one to one" to "one to many," renowned private practice development consultant David Steele reveals his time-tested strategies for transforming the ways you think and work. You'll discover how to: * Choose your niche and "own" it * Develop business models custom-tailored to your unique talents and goals * Create new systems, products, and services that make a considerable difference in your clients' lives * Make "intangible" services tangible through branding and packaging * Create value through referral systems, affiliate programs, and joint ventures * Use creative marketing strategies designed for private practice professionals * Develop sales and enrollment strategies that dramatically boost your client base * Recruit, organize, motivate, and manage staff needed to build and run a million-dollar practice Demonstrating that profits need not be the enemy of ideals, this insightful guide to professional development is an important resource for psychotherapists, family and marriage therapists, social workers, and all private practice professionals seeking creative ways to attract new clients and build their businesses.

Leseprobe

Contents

Preface

Chapter One: Is a Million Dollar Practice Right for You?

The Litmus Test

The Hero’s Journey

Leap of Faith

The Inner Game and the Outer Game

Seven Habits of Million Dollar Practitioners

The Lone Ranger

Public Speaking

Fear of Success and Fear of Failure

Technician or Entrepreneur

The Entrepreneurial Mind-Set

Case Study: The ScreamFree Institute

The Long Way is the Short Way and the Short Way is the Long Way

It’s an Evolution

The Seven Stages of Practice Building

What is a Million Dollar Practice?

Is a Million Dollar Practice Possible?

My Epiphany

Who’s on Your Bookshelf?

Opportunity Lost: Leading Experts Unsuccessful in Business

So is the Million Dollar Practice Right for You?

Chapter Two: Your Mission and Message

Your Purpose

Your Vision

Your Mission

Your Message

Your Passion

Mission in Practice

Resonance

You Are Unique. Embrace It. Use It.

Passion and Service

Coming From Ego

Lenses and Filters

Trust is Key to Success

A Productive, Long-Term Relationship

The Razor’s Edge

You Don’t Know What You Don’t Know

Your Passion Speech

Chapter Three: Owning Your Niche

What is a Niche?

A Million Dollar Practice is a Business Fueled by a Niche

Seven Benefits of Choosing a Niche

A Niche is a Business . . . and You Can Have More than One

11 Strategies for Choosing a Niche

The Platinum Rule of Marketing

Seven Steps to Owning Your Niche—Making the Platinum Rule Work for You

Chapter Four: How to Create Services, Products, and Programs that Promote Change

MDP Principle: Sell Programs, Not Sessions

Two Simple Questions for Organic Program and Product Development

MDP Principle: Create Leverage

Creating a Service—Online Membership Program

Creating a Service—Groups and Coaching Teams

Creating a Product—Specific Solutions

Creating a Product—Mobile Apps

Creating a Product—From Workshops to Home-Study Courses

Creating a Program—Ecosystems

Creating a Program—Niche Communities

Chapter Five: Creative Business Models and Service Delivery Systems

Creating a System

Systems in Action

The Allure of the Mystery Novel

Having a System—Benefits to the Client

Having a System—Benefits to the Practitioner

Systemizing Your Business

The Importance of Creating a System

Getting to “Yes”

Building Your Service Delivery System/Creative Business Model

Your Service Delivery System as a Client Creation Funnel

Top of Funnel: Your Marketing Activities

Top-of-Funnel Activities: Prospect Generation

Middle-of-Funnel Activities: Client Enrollment

Bottom-of-Funnel Activities: Your Client Services

Chapter Six: Creative Marketing

Good News, Bad News

Incremental Progress

Blank Slate

Creative Marketing and the Coaching Point of View

Putting Your Target Audience in the Driver’s Seat

Nature Abhors a Vacuum

Case Study: Staying in the Question and Creative Marketing—The Inspirational Relationships Video Project

Case Study: Staying in the Question and Creative Marketing—Campbell Working Together

Leveraging Your Experience and Expertise—Creatively

Creative Marketing and Your Relationships

Going Live

Reaching the Media

Creative Marketing Alignment

The Hero’s Journey Continues

Measuring Success

Case Study: Hedy and Yumi Schleifer—Marketing World Peace

The More People You Help, the More Money You Make

Marketing Is Not Selling

Case Study: Creative Marketing at Conferences

Multiple Offerings

Marketing Basics

Get Out There

Chapter Seven: Making the Sale, Getting the Client

Group Enrollment

Three Core Constituencies

A Numbers Game

The Campaign

Enrollment Events

Group Enrollment

Building the Foundation

More Market Research

Case Study: A Master Enroller

Social Proof

Focus on What You Really Want to Sell

Group Events, Individual Relationships

An Individual Amid the Crowd

Group-Speak Versus You-Speak

Yes or No

You’re in the Right Place if . . .

You’re Not in the Right Place if . . .

Enrollment Exercises

Timing is Everything

Follow-Up

Focusing on Your Current Clients

Synergy

Chapter Eight: Building Your Million Dollar Practice

Filling a Need

Leveraging Your Passion

Now What?

Entrepreneurial Development

Longboarding

Remember the Platinum Rule

Making the Case

The Law of Attraction

Integrity

Walking Your Talk

The Practitioner Versus the Salesman

The Hero’s Journey—Making It Necessary

Getting Support

The Right Fit

The Uphill Climb

Summary

Chapter 1: Is a Million Dollar Practice Right for You?

Chapter 2: Your Mission and Message

Chapter 3: Owning Your Niche

Chapter 4: How to Create Services, Products, and Programs That Promote Change

Chapter 5: Creative Business Models and Service Delivery Systems

Chapter 6: Creative Marketing

Chapter 7: Making the Sale, Getting the Client

Chapter 8: Building Your Million Dollar Practice

Do’s and Don’ts

Will You Pull It Off?

Epilogue

Afterword

Appendix: Selected Resources for Building Your Million Dollar Practice

About David Steele

Cover Design: Andy Liefer

Cover Art: © Peter Zelei/iStockphoto, © DianaWalters/iStockphoto, © Illustrart/iStockphoto

Copyright © 2012 by David Steele. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Steele, David (David A.), 1957-

The million dollar private practice: using your expertise to build a business that makes a difference / David Steele.

p. cm.

ISBN 978-0-470-63578-0 (pbk.); ISBN 978-1-118-25907-8 (ebk); ISBN 978-1-118-23458-7 (ebk); ISBN 978-1-118-22081-8 (ebk); ISBN 978-1-118-08998-9 (obk)

1. Professions—Marketing. 2. Specialists. 3. Expertise. 4. Consulting firms. I. Title.

HD8038.A1S73 2012

001—dc23

2012008096

Preface

Private practice professionals typically conduct personal, intimate services that address the biggest, most important human needs, goals, and challenges. In any other industry, the ability to solve such problems would attract venture capital investment far and wide, making wealthy the providers of such critical expertise.

So why are so many practitioners struggling to get clients, make a living, and command fees commensurate with their gifts and contributions?

Simple: They are motivated by ideals, not profits. They shy away from calling attention to themselves, preferring to be of service to their clients. They resist marketing and are uncomfortable asking for money. They unknowingly undervalue their services, and therefore, their services are undervalued.

The social problems of divorce, unemployment, domestic violence, juvenile delinquency, stress, disease, depression, and anxiety are getting worse, not better. Private practice professionals devote their lives to addressing these problems, and it doesn’t serve them or society to devalue their contributions.

Just as inventive, entrepreneurial engineers and scientists create wealth by solving problems and advancing technology, private practice professionals can be just as inventive and entrepreneurial. You can build a successful and lucrative business that addresses the most significant problems, needs, and goals within your area of expertise. Doing good—helping others—and doing well—making a comfortable living—are not mutually exclusive. You may need a little help getting there, but if you choose to do so, in your quest to genuinely make a significant difference in the world, you can absolutely build a Million Dollar Practice.

CHAPTER ONE

Is a Million Dollar Practice Right for You?

As a pioneer and leader in my industry, I am often approached by practitioners for advice on building their business. And I’m glad to help. I’m passionate about making the world a better place and we can’t do so as helping professionals if we can’t get clients.

Many of the private practice professionals who approach me are struggling and hungry. They want to make the quantum leap to a six- or seven-figure practice, which is great and absolutely possible. However, many are just starting their practice and have stars in their eyes. They want to hit the big time—like Deepak Chopra and Anthony Robbins—though they are unaware of how to get there or what awaits them if they decide to venture down that path.

The Litmus Test

When I conduct my practice-building programs, I start by addressing the need to “embrace your inner entrepreneur.” As a way of helping participants understand this concept and tap into the proper mind-set, I designed a litmus test question. It’s a question that strikes at the heart of your current willingness to pursue—and your compatibility with—the model of the Million Dollar Practice.

The yes-or-no question of which I speak was not designed to discourage or dismiss you from the pool of potential Million Dollar Practitioners, nor was it designed to give you the impression that you may not be able to cut it. My intention was quite the opposite. The litmus test question was specifically designed to inspire you and help you address any internal elements that may be preventing you from reaching your goals.

So here’s the question:

If you were offered a job, making a comfortable living, doing exactly what you wanted to do, with whom you wanted to do it, would you take it?

Now I have put this question to my clients many times. And while the results can’t be considered a scientific sampling, since I’ve never officially measured them, they are nevertheless quite revealing. I’d estimate that 80% of the respondents say “Yes,” they would take the job. They would take it with relief: “Oh my gosh, I wouldn’t have to worry about how to pay my bills anymore, I wouldn’t have to market or stress about building my own business anymore.”