Recently, I was the closing keynote speaker at a women’s event in Baca Raton. During a networking reception that followed, one of the attendees asked me for advice to pump-up her personal training business.
There’s no better way to pump-up any personal service business than to leverage personal relationships. Personal service is personal. Clients hire you because they believe in you. You are the up-close and personal, walking, talking, marketing brochure for your business. However, it doesn’t mean “you” have to be the business.
Many small business owners in the personal service business get into a mind-set that it has to be them delivering the service all the time. The problem with that strategy is: You don’t have a business, you have a job you created for yourself.
Businesses are built on what I call the “Mytop Theory”™ — multiply yourself through other people. You can build a personal service business by training others to follow your methods. Clients will soon realize that they don’t have to work directly with you to enjoy the benefits of your knowledge, expertise, experience and values.
For example, John Jantsch, author of Duct Tape Marketing”, could be a one man band, so to speak. However, to build a business, John trained and licensed other marketing representatives on how to use his unique, practical marketing strategies and programs designed for small firms. Today, you’ll find qualified Duct Tape Marketing coaches around the globe.
Alliance programs also work well for personal service businesses. By identifying and connecting with synergistic businesses, you can put together package programs and cross-promote helping each other grow your customer base. Such alliances build on the strength of the combined package rather than relying on each individual service provider. Therefore, you can develop others to help your company fulfill its part of the package.
For example, a personal training business, chiropractic office, nutritional counseling firm and personal image consulting company can agree to align their companies in order to promote a menu of offerings and/or pre-packaged programs. Each company remains independent, but by combining marketing efforts, they each can reach a greater audience.
Personally, I think an auto repair shop should connect with nearby spa so when you have to take your car in, you could enjoy the spa instead of sitting in a dirty waiting room reading out-of-date magazines.
Personal service will always be personal, but personal doesn’t always need to be you. Instead of creating a job for yourself in the personal services industry, build a business.