Successful Business Handbook

Associated Bodywork & Massage Professionals

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establish a CAM clinic In many, if not most, clinics, the dispensary represents one of the most significant profit centers, yet this vital area remains intimidating for the majority of holistic practitioners. no-showed or did not reschedule at the last session. Give her up to three calls to reschedule. "Inactive" is for those who don't respond, move away, or disappear in a puff of mist. Canvas your local market thoroughly and set your prices accordingly. Value added services, such as an ayurvedic spa specialty, command a higher fee. Create prearranged referral relationships with other practitioners and make it clear that you would like referrals back (within ethical limits). Refer for a limited service and ask for feedback. On-Site Retail Dispensary In many, if not most, clinics, the dispensary represents one of the most significant profit centers, yet this vital area remains intimidating for the majority of holistic practitioners. Does the acupuncturist sell Chinese herbs? The chiropractor, orthotics? Mastering the art and science of on-site sales can increase the success of the practice substantially— and not just financially. Clients actually appreciate having the dispensary on-site. They know they are getting exactly what the practitioner intended. With one-stop shopping, they eliminate the often fruitless search for the obscure vitamin or cervical pillow. When they actually leave with their recommended item, they are much more likely to comply with the clinician's suggestions. Here's how it goes: Improved compliance equals better results. Improved results equals improved profits. The additional profit center increases net revenue. The products could include dietary supplements, books, aromatherapy supplies, lifestyle aids, or topical ointments. Seasonal items work well. Think neti pots for the allergy season. Usually it gives a better impression to stock professional quality product lines that would not be available in retail outlets. Investing in inventory is the trickiest thing about a retail sales area. Monitor it carefully and rotate out low sellers. Your Goals Reached Monitoring your policies and procedures gives the greatest possible benefit—improved client care for least expense and effort, and maximum profit. Your criteria are those elements of the care program or business practices that will be measured to determine quality and efficacy. Your standards are the practice objectives that have been previously established, against which practice is measured. Now, think about the future. Therapists burn out. You will have physical stress. If you have a plan for how you will mediate these years of stress, you can go the distance. What usually works best is to start small, focus on a specific clientele, and pursue the vision of the owner. Growing organically gives you the opportunity to make mistakes on a small scale and correct problems before they become too expensive. Feedback from the marketplace is the only true measure of business success. Your clients are there because they want change. They expect your clinic to help them. Not every client is a perfect match. With careful planning, and some key intelligent decisions, you can build a business and a life that help you, your staff, and your clients be healthy, happy, and blessed. SPH Karta Purkh Singh Khalsa is the founder of Seattle's first multipractitioner holistic health center. He is the past president of the American Herbalists Guild.

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