[podcast] Holiday Practice Building Tips: Part II – S1 Ep13

Hey, you guys, Brian Hilliard here, author of the bestselling book, Networking Like a Pro. And you are listening to Brand & Grow Your Coaching Practice.

Now, today, as you guys know, we are talking about some holiday practice-builder tips because, as you know, we are between (at least here in the United States) Thanksgiving and the New Year. We’ve got Christmas coming up. We’ve got Hanukkah coming up. We’ve got all kinds of stuff coming up. But we are in a little bit of a dead sale.

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Companies aren’t really hiring. People who are looking for coaches are pushing that off to the next year. They’re so focused on some of these other things that, as a coach, it’s like, “Oh, my gosh! What can I do to build my practice during this time?”

Well, have no fear because we are right here.

We talked about in part one the idea of working on the old and tying up some loose ends. If you haven’t had a chance to listen to that, go back and take a gander. I think it’s got some good stuff.

But today, we are talking about looking ahead to the new.

As I’ve mentioned earlier—and you know this, you know this, you know—the New Year is absolutely the time when people are all about getting different results and, whoosh, January comes, it is like tan-tan-tararan-ta-ta-ta—it’s like an air horn. The kids are coming out of school in the summer time.

So, you need to be sure, you need to make sure that you’ve got your stuff organized and be able to meet that level of demand.

So working ahead to the new, working on some new stuff, I like to do a couple of things. During this time, I personally like to look ahead and find a new niche market that I might be able to apply my services to. And let me kind of explain that a little bit.

I’m all about target markets as you guys know. So, for me, my spheres of influence are target markets. Those are people who are most likely to hire me, buy my stuff. And for me, I found that to be busy entrepreneurs—specifically entrepreneurs anywhere from 2-10 years in business. It’s sometimes a little bit less, but I usually don’t find myself working with a lot of newbies. And I also don’t find myself working with a lot of businesses that have been around for 20 years. It’s usually anywhere from 2-10 years, give or take. And that’s my market.

Now, inside of that market, I’ve actually said, “You know what? Let’s see what we can do to repurpose some of these material that I have.” Remember, I talk about marketing and branding and growing yourself and your business and all that other stuff. What can I do to kind of rebrand myself—or not rebrand, but reposition myself with the idea of my three areas are marketing, mindset and business success?

What can I do? Who else can that work for outside of the groups that I’m working with right now?

We’re talking about a niche market because we need to dive deeper inside of what I outlined for you before which was busy entrepreneurs.

For me, that can be a number of different folks. One of the years, what we did is we actually worked on a whole group for direct sales professionals and network marketers. Not a lot of people know that. I’ve actually written a book. It’s called Winning in Direct Sales: 20 Tips to Build Your Business and Grow Your Team Without Killing Yourself in the Process. And not a lot of people know that.

And that’s fine. it’s not a secret, but it’s not something—if you talk to people in the direct sales world who are on my list and who’ve maybe heard me speak or read a copy of my book, “Who’s Brian Hilliard?” “Well, boy, he wrote this book. He did this stuff. I’ve got a website around it, a blog (I blog regularly on that).”

So, my point is what I did was I looked back and I said, “Okay, I’m talking about marketing, mindset and business success. That’s my deal. And I talk to entrepreneurs anywhere from 2 to 10 years, give or take. How can I find a niche market inside of that?”

So, what I did was I said, “Alright! Well, who’s coming up to me in workshops?” I found that a lot of direct sales professionals were coming up to me, network marketers. We would talk, and they wouldn’t be able to work with me for another reason—maybe it was finances, maybe it was something else, I don’t know. And it was like, “You know, let me put something out there that can really work for them.”

So, actually, we have an audio bootcamp. I do some recordings. I do some mp3’s. Bam! It goes right out. And wham, bam, thank you, ma’am. I won’t say the exact, same material, because that’s not true. But we’re taking 65% to 70% of the same material—

And by the way, a little commercial note here for you for those of you playing our board game at home, most of what you know is the same. It’s just repurposed and rebranded and redirected to different groups.

So, it’s not like I had to go out and read 50 more books. Did I have to read a few more? Yes. I wound up partnering with somebody actually, Deb Doughty, who is great and she actually was a professional in the direct sales and network marketing world beforehand. So that helped in terms of credibility and content. But at the end of the day, what we did is we just repurposed some of these stuff, and then made it and rebranded it towards that group.

So, take a look at a niche market. What’s an area that you might want to rebrand yourself? If you’re a life coach, maybe you’re working with individuals, maybe you need to rebrand. If you want to work with women more, maybe rebrand it towards women. Maybe really rebrand it towards corporate professionals. Maybe really dig deeper. And if you already have corporate professionals, maybe young corporate professionals under 40. I’m just making it up (although I have to say, I’m over 40, but I feel great, FYI). But you get the idea.

So, you might want to take a look at what it is that you can do and dig a little deeper.

Now, that doesn’t necessarily mean you need to build out a whole blog and write a book like I did (although that helped). But dig a little deeper, float it out there. Dig a little deeper, float it up there, come up with some new things, which brings me to my second point which is creating a new program, taking a look at a new product, creating some new things that might work for that niche market.

For me, what we did was we created an audio bootcamp. What did we have? It’s called Winning the Direct Sales Game. Actually, that was the first program. That was our basic program. It was a 3-month program when it first came out. Now, we’ve got three programs, anywhere from three to five months each. I mean, we’ve got all kinds of stuff out there right now.

And when you are coming from a place of “Alright! How can I rebrand, repurpose, redistribute my material to a new niche market?”, notice what I didn’t do?

I didn’t take an entire new market and do the business equivalent of, first, I’m marketing towards the people in the United States, and then I’m marketing to the people in, I don’t know, some other part of the world maybe that doesn’t even speak English like China, for example, places like that where it’s just a complete 180 from where I’m going. I would imagine marketing yourself in China is different than the United States. I would just imagine that.

So, I didn’t say, “Oh, I’m working with busy entrepreneurs. So now, let me go work and try to do speaking for big time Fortune 500 companies.” I didn’t say that because that is work. You can do that, but that’s not what I’m talking about.

What I’m talking about is a niche market inside of your original target market of people who you can repurpose the material and really guide deeper with.

So, take a look at who you’re working with. Then once you do that, come up with a product. What we did is we did a self-study—excuse me. Well, it was a self-study, but it’s a bootcamp. What you can do is a CD. What you can do if you want to get started is come up with a little idea and say, “You know what? I’m just going to add this together with my coaching repertoire.”

So you don’t even necessarily need to record anything. You can just say, “Hey, listen, I’ve been running into somebody. And these are people who feel like I can help. But for whatever reason, they haven’t pulled the trigger. Maybe I need to develop something specifically for that niche market.”

Whether that’s an industry (like I just talked about) or a group (like I also talked about which is corporate professionals) or a super group group (which is young corporate professionals), whatever that may be, really take a look at it and develop just a little bit of an ancillary coaching product (or service I guess) for them and see what happens.

One of the things, real quick, the way I’ve been looking at my business is very similar to the way Disney, I believe, looks at their business. They look at it from a franchise perspective. So, you’ve got Pocahontas. You’ve got the Lion King. You’ve got the Little Mermaid. You’ve got all of these different franchises that, from there, they run the same basic offense if you look at it.

They merchandise it. They have movies around it. They have t-shirts (which I’ve already said merchandising). They’ve got obviously t-shirts. They’ve got a radio program sometimes around it, the TV Shows sometimes around it. They’ve got Pocahontas on Ice sometimes around it.

I mean, I’m not making this stuff up.

And what did they do? All they do is they looked at it, they said, “We want to do something for kids. What can we do? Let’s do Pocahontas. Oh, we want to do something for kids. What can we do? Let’s do the Little Mermaid. Oh, we want to do something for kids. Let’s do the Lion King.” And they repurposed it and then rebranded it and did the same, exact thing.

So, hopefully, that made sense. And hopefully, that’s something that you can see yourself using. As a matter of fact, if you’d like to swing by our website, we’d love to be able to have you. It is PracticeBuilderBlog.com.

We’ve got all kinds of tools and techniques on there. Some of them are free; some of them, you’ll have to pay for. But all of them were designed to help you brand and grow your coaching practice.

But in the meantime, my name is Brian Hilliard, saying, “So long! Take care. And thank you for your time.”