How to Evaluate and Add Value to Your Service Offerings
Shifting Lifemoves from a large gym in 2011 that had a lot of sales team support to a few different smaller independent studios and now finally having my own clinic space has forced me to re-evaluate my marketing strategies as Lifemoves is rebuilt towards being a leader in the health and rehabilitation field.
The new space I have is 900 square feet and I am using half of it on a regular basis. Since, my company has been built with kinesiology as the primary services offered I am also looking to add various complimentary services such as physiotherapy and message therapy. Even under the umbrella of kinesiology we offer various programs which to an average consumer can be confusing.
I have often felt like Kinesiologists are in between Personal Fitness Trainers and Physiotherapists in terms of our skill set, but also how to describe our profession and sell our services. Nearly 10 years of direct involvement in a gym has kept me selling my services on a per session basis with discounts based on number of pre-paid sessions.
We can sometimes get caught up in doing things just because that is the way it has always been. Online advertisers can be aggressive with pursuing the upgraded listing. If you don’t have a marketing plan these sales calls can push people into doing things that take them off their original path.
Perhaps there is another way? Here are some of my thoughts:
- Simplify Services Offers – get clear on what you do. Can you pare down your programs then become excellent on providing the ones that are making you the most profits?
- Add Value – is there a way to add value to the programs? Educational products or tools enhance results and build relationships.
- Create Specific Programs – instead of selling per session basis, create a program with additional service, products etc that are designed for your clients
- Evaluate Your Website – Lifemoves Health and Rehabilitation is so 2008; it will be getting a complete overhaul. When was the last time you delved deep into your website using Google Keywords or Google Analytics? Is what you offer clear on your website? Are there pages that drive clients a way or that are no longer useful? Is it mobile friendly?
- Create Tactical Partnerships – are there people or companies in your network who have similar practice philosophies, share client demographics and offer complementary services? Maybe, just maybe there is a program that can combine both organizations’ expertise (start with one first).
Create a yearly marketing plan based on an analysis of where your top clients are coming from as well as solid analysis of online marketing. I started to take a look into this recently and made some interesting discoveries, such as my home page being very unclear about what we offer and the long-tail keywords that competitors websites are using.
What will you be doing differently in the next few months?