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Must-Haves for my Successful Business

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Must-Haves for my Successful Business

What every course should teach you to ensure your business is a success

When people ask me what I do or my school does, the best answer I can come up with is:

I help to grow people

People enrol in EFT Practitioner training, or any course actually, with a desire to BE something different at the end. Most people don’t realise this. You may think it’s to have a business. You may think it’s to be a better leader. It may be to use EFT in a traditional way. It may be to use EFT in an innovative new way. It may be to be a better parent or leader, or even spouse/partner. Whatever it is you desire, I believe my responsibility as a school principal is to help to grow YOU into the person you need to BE to HAVE your desire.  If I was to just give you the skills and the tools or techniques, that’s great but you need to have self-belief, and confidence and competence to actually create the dreams you have for yourself. I could think different to other EFT trainers, but to me, this is my responsibility because you will graduate and be working with clients to help change their world. Somewhere along that line – an upgrade in YOU will be needed.

So based around this belief, I’ll share what I think are the minimum mandatory modules in any EFT Practitioner training course:

  • Personal mindset to upgrade you to the leader you will want to become
  • Personal development to help you work through your own blocks, doubts and limits
  • Practical application of your new skills, i.e. practice sessions, that are reviewed, and feedback provided to you
  • Marketing and business skills so you can build your dream lifestyle and business
  • Coaching conversation skills
  • And lastly, EFT tools and techniques to work with your clients

Notice I included EFT last!

When I was working a corporate job and going through recruiting, particularly for our administrative and support roles, I would always seek to employ on “team fit” or “cultural fit” for the organisation. I can teach anyone any skill, I can show anyone any process, give them the tools and techniques, but I can’t give anyone the right attitude. No one can. It must be developed within YOU!

Your own leadership skills, your own competence in your skills, and your own confidence in your ability are the essential ingredients to having an awesome EFT practice, being sought after and being highly paid.

Make sure whatever Practitioner training course you enrol in includes enough modules to grow YOU. These are core modules in our training.  If yours doesn’t include these, make sure you find them somewhere. They are essential for your business success.

Overcoming your money blocks to be a well-paid Coaching Practitioner?

One of the things that so many people get stuck on is how much to charge for a session. Ultimately what you charge a client is a direct reflection of how you value yourself and so many students get stuck here.  They question their ability, their expertise and undervalue the benefits a client receives from working with them. That’s why a core component of our Practitioner training includes modules on working through your own blocks and limits, including your money blocks.

Included in every Practitioner training, regardless of where you train, should be practice sessions with other students where you get to work on your own limits. At worst you should be able to connect with a fellow student in your school and set up practice sessions with them.  Be sure to bring your own beliefs and blocks around money to those sessions. The table top and table leg methodology is used extensively in our training. The concept is that for an issue you bring forward, i.e. under charging for your services, this is a table top, a presenting issue. As an experienced EFT Practitioner, you will understand that the table legs are where your real issue is. What holds the beliefs in place that you are not able to charge what you are worth? Where do your doubts gather? What keeps them in place?  These are all your table legs for this money issue and under the table top is where we want to work.

  • Do the practice to master your craft. Work with as many clients as you can, as quick as you can.
  • Build your evidence bucket of the great work you do for clients. Celebrate your wins however small. If you can’t yet cheer yourself on, tell someone else so they can.
  • Get coached, whether with your fellow students or seek someone already graduated.

We have a great Tapping sequence on YouTube that walks you through overcoming money blocks by stepping up your hourly rate and tapping each time you feel a body reaction. It’s fun. You should check it out.

How do make my business a success if I am shy?

If you are shy, and reading this, you are about to hate me. I think shy is ego. I think it’s been underpinned by a lot of events and held in place by memories that upset us and somewhere along the line, we learned to hide from who we are, hide from our truth and accept less than for ourselves. Still with me? I hope so.

I have seen so many people come through our school who tell me that they are shy and while they want to make a difference in this world, they think their shyness will stop them. I’m pleased to say that I get to watch them come out of their shy hiding space and really start to shine.

As I said ego.

Our ego is designed to keep us safe. It’s been doing a great job sitting on your shoulder all these years, being a little naysayer when we think we’ll step out and try something new. It likes to remind us of last time we did something “out of the box” and how we felt. Ego cares if you get it wrong and get embarrassed, or someone reprimands you. Ego cares what others think. Ego hangs onto the negative things we heard about ourselves growing up. You know the thing they said in 4th grade and you still remember it even though it was more than 30 years ago.

What I have realised as the Principal of our school is that my job is to grow people. Yup…help to grow people. Sure, I teach EFT tools and techniques, help you to develop coaching skills, even with a bucket of marketing strategies thrown in too. But ultimately what I do is build you (out of your shyness) into the person you want to become to be the leader you are meant to be.

Our shy people just fainted!

If you were my client and telling me you can’t become a Practitioner or Coach because you are shy, here is how I’d work with you. Shyness is your table top in this scenario. It’s the issue you can tell me about. Table top. Underneath this table top is a bucket load of table legs.  These table legs are where you hold onto shyness, hold yourself back, stay in the shadows almost. We’d work in your table legs. I’d be asking questions such as what happened at home when you got things wrong, what was said or done? Who taught you to be shy, and stay in the shadows? Were there safety issues around you being noticed or drawing attention to yourself? Feel free to journal and of course tap on any of those questions that triggered a response in you.

I’m not suggesting that your shyness isn’t warranted because of your story and what has happened to you. What I am saying is that even our naturally shy people can come into the light, on their terms, do amazing work with clients in their own voice and style AND have the lifestyle that they want to have.

There is a saying that you don’t attract what you want, you attract who you are. You will attract clients with the softer, quieter nature who are a match for you. You will learn to leave your ego at the door and serve your clients well. You will learn to lead in your client sessions, with confidence.

Why it’s important to fall in love with marketing

Marketing is what will breathe life into your business. While referrals are great, and you will want them, you will also need to get good at marketing or be prepared to outsource at a cost. In the beginning I would not recommend outsourcing your marketing efforts.

I used to be afraid of marketing too. I didn’t like it for a long time, mainly I think because I didn’t quite get it. I knew there were a lot of moving parts, cogs and turning wheels, I couldn’t quite get them in harmony. One of my mentors Edward, helped me to change this by explaining that marketing is nothing more than a conversation, it’s no different than what I do with clients. It’s a conversation connecting what I do, with the people who want it and more important, who need it.

Because I didn’t understand it all, I used to just throw up a bunch of memes, cute sayings and “nothing“ posts on social media and hoped something stuck. It cost me money and it wasted my time. These days I’m far more strategic about marketing. I get the importance of research and I do it. Recently we did some research on where our school students were finding us. I was surprised that not one had found us on social media. Not one! This was a game changer for us and how we directed our marketing spend.

When you are new into your EFT Practice marketing can be daunting and everyone is tempted to just do what I did and throw things up on social media and dabble on boosting posts. I’ve since learnt better ways.

If I was to start over today, I would focus on a couple of things up front. I would:

  • Build my email list of followers by offering a lead magnet that was EFT related
  • I’d work out how I could add value to my followers and do that, i.e. YouTube, Facebook, Instagram etc.
  • I’d dump the excuses of why I thought I wasn’t good enough!!

I mentioned earlier about outsourcing your marketing. There are different schools of thought on this. One camp says just outsource it and pay someone else to do it for you. To me, if you outsource too early, you’re at the mercy of the person you have handed it over to and relying on them to understand your business and to know what to do next.

Personally, I have always wanted to know every moving part of my business before I outsource it. I feel it gives me better control over everything because at times business feels like an octopus in a string bag to me.  I get all those legs in and one slithers out again.

At the outset of your business, chances are you are working as a generalist. You work with anyone and everyone to build your coaching muscle and to see what niche comes up for you. Unless of course you graduate knowing exactly who you want to work with then you can specialise.

My marketing top tips

  • Start small and grow organically
  • Create a great lead magnet and start your positioning as the expert in your field
  • Be strategic and have a sound plan to work from
  • Think outside the box and be an innovator
  • Don’t throw money at a generalist coaching practice, wait until you are niched, i.e. a specialist in a field

Is there enough work around for all the Practitioners?

In short yes!  And for several reasons.

  1. The world and its people are evolving rapidly, and people are searching for ways to feel better every day. There are more than 7.7 billion of us on this planet. 4.39 million of us have internet access. That’s a lot of clients for us to service. And that’s not counting the clients we can see face to face.
  2. EFT is still a growing field. I believe we are pioneers on the forefront of bringing this therapy to the masses. It’s been growing in popularity in USA for a couple of decades now but hasn’t enjoyed the same growth in popularity in other countries…yet!
  3. The best EFT Practitioners will niche. They will select a specific area to specialise in and go deep.  They will become known as an expert in that field. This is particularly suited to issues such as phobias, specific traumas and peak performance.
  4. The most pioneering of Practitioners are taking EFT into markets and industries that are new and innovative. We’ve had a graduate take EFT into her equine therapy. We have a couple of students planning to pioneer in the school system to help children with bullying avoidance, and to help them overcome abuse. We’ve had a student focus on the corporate space. There are so many untapped markets that EFT hasn’t yet been exposed to.
  5. I don’t want you to stay as just a one to one client coach/Practitioner. I want you and your business to evolve, scale and grow in the next 5 years, to leverage your time. This means creating programs and packaging your products. Whether that it online, offline or a mix of the two. When you head away from one to one clients, there are always people coming in behind you to serve.

Why an attitude of “they should be grateful to see me” will kill your business

Our role as a coach, or Practitioner or whatever you want to call us, is to serve. I built my practice and now my school on a foundation of humility and love. Now this may sound a bit cheesy to some of you, so let me explain. My clients, your future clients are going to choose YOU to work through their deepest demons, their scariest truths, and the downright darkest sides of their personality. It’s often not pretty for them. But THEY choose YOU. There is something wonderful (from the coach’s side) to personal transformation but for our clients it can be downright terrifying. Now if you come with or develop an attitude that they should be lucky that you fit them in, or should feel appreciative that you would see them, you are missing the point of our work.

We feel when someone isn’t being authentic. We are hard wired as intuitive feeling beings. People feel when they are being judged.

If you think your clients should be grateful that you are seeing them is your attitude – your clients will feel this, it will be reflected in your client numbers, the amount of money you can charge, your repeat business and the longevity of your business.  And so, it should. Yes, I’m on my soap box ha-ha.

I have watched fellow students from my coaching college days shut their business doors, go back to work for someone else because their business could not be sustained.  All because, in my opinion, they didn’t come into this business to serve!

Serve your clients, and this industry will serve you!

Can I outsource what I’m not good at?

Yes and no.

It depends on what you want to outsource.

From day one – I refused to outsource something until I knew how to do it myself. My beliefs were that unless I had some idea how things worked, I’d always be at the mercy of a contractor that was going to cost me money. So, I learned all the moving parts of my business, then I outsourced. I understood how my email system worked and then I outsourced the physical creation of it. I had a good working knowledge of my social media accounts, then outsourced the actual posting to them. Unless I had an idea how it all worked, how would I know if I was missing something? This is just my view, ofcourse.

Outsourcing to technology is a great idea, i.e. automating your email capture sequence, email nurture sequence (more on this later if you aren’t sure what it it) and, using technology to host your audio/videos files etc.  This is a great example for things you CAN automate.

Bookkeeping. I have someone else enter my income and expenses into software ready for my accountant. This is an easy outsource BUT consider whether you really need one to start with. In the beginning I had a simple excel spreadsheet that I just recorded everything in, in date order ready for my accountant at tax time. Even those pay by the month software solutions like QuickBooks, MYOB, or Xero – consider whether you need this in the beginning. I’m an advocate for keeping expenses to an absolute minimum until you need to invest in it. These days I do use a monthly subscription software that integrates with my bank account and credit cards and draws in transactions ready for reconciliation.

Posting to your social media AFTER you have created the content or had BIG oversight on what is posted for you. This is YOUR brand, your business so it’s important that it feels like you. Authenticity is your greatest asset in the social media space. While we’re here – don’t think you have to post 4-5 times a day like the big guns do. They have major teams and budgets behind them so don’t think you need to hire someone to do all these posts for you. Keep it simple, low cost and manageable at the outset. Don’t outsource your content, but sure, outsource the creation of the actual graphics – or fall in love with Canva.com. Avoid just posting pretty graphics with someone else’s quote. They won’t bring you business or credibility in the marketplace.

Creation of your email nurture sequencing. I still write all my content for my nurture sequences. They must be in my voice but my fabulous Virtual assistant* does the actual development of the sequences within our email capture system. (*this is a person who is engaged to do work for you, usually administration type work. They aren’t an employee. They invoice you for the hours worked or the project, whichever you agree to).

Yes, to outsourcing copywriting for your web pages or emails, if you’re not good with reading/writing. And ensure you get someone else to proof read everything on your website. I do business coaching with new Practitioners to help them build their EFT business. Some of them have invested and lot of time and money into their website, yet their spelling and grammar mistakes on their website let them down.

Website development and design can be outsourced, unless you know coding.  You could look at the new DIY website platforms popping up where you just drop and drag elements and text to a page. Wix and Squarespace are examples of this. Personally, I think great looking graphics are essential for your website.

Setting up your social media accounts (although I advocate on learning technology for yourself – even basic skills) you could get someone like a VA to set them up for you or find someone’s teenage kid to do it for you.

I will always advocate for knowing every moving part of my business before I outsource at an expert. Always have, always will. I mean, who else will be writing the position descriptions for the people I want to do work for me? Me.

Why I should work with any and every (type/kind) client at the beginning? 

In the coaching space we have a saying along the lines of “build your coaching muscle, master your craft”. At the outset most of us don’t know exactly who we want to work with. Some people are very clear, but I have also seen these people shift ideas part way through training too.

Even if you do know who you want to work with, work with everyone who appears with whatever issue they appear with in the beginning. This will build your muscle with a much wider range of issues. What it will also do is expose you to many more triggers. These are things your client mentions that triggers something in you that you haven’t healed yet. The more triggers of your own your resolve and heal, the clearer you will be as a coach to work with anyone on anything. For example, say you had an abusive parent as a child. Someone who shouted or raised their voice or bullied the family. Imagine you haven’t resolved this issue within yourself and a client starts talking about their abusive childhood, and you find yourself triggered by something they mention. We talk about keeping all sessions about the client but when a shared trauma comes up, this can be quite tricky. You might find a knot appears in your tummy, you well up in tears. While it’s good for your client to know you’re human, this isn’t serving them, and they are the one paying you. For this reason, if you expose yourself to every opportunity to work on a variety of issues, you get to heal them in you, you get a great opportunity to grow your coaching muscle and you become a more effective coach in the process.

Don’t rush into a specific niche. Often our niche finds us, and you might be surprised what niche finds you along the way if you are open to the process, particularly in the beginning.

How many sessions will clients need with me?

Honestly, this is like “how long really is that piece of string?”

But to give you some idea, I used to offer single sessions and invite clients to work with me for more. Sometimes they did, sometimes they didn’t. The more I worked with clients, though, the more noticed that a single session didn’t give me the traction I wanted for them. The first session usually just gets them to open up a bit and settle into trusting me. I found the true “gold” from my clients either revealed at the end of session two or in session three. From this I changed how I worked, and I started to package my sessions. This gave us traction in our sessions. The client committed to truly working on their issues, I got to develop a bit of a journey plan for them, i.e. from where they were to where I wanted to take them, there was traction and visible shifts in behaviour, patterns and happiness from clients. Packaging was win-win for us both. I only had a four-session package. They committed to the four sessions, held between 7 to 14 days in between. No bigger gap. Once the four were held, we talked about where to from there. Usually the client continued further with me on a weekly/2-weekly basis. Whatever their session rate had been, they continued on that rate.

I have had a couple of clients stay with me for years. They would come for one issue, we worked to resolve that. They went off without me for a while, then would return later when other issues arose. I had one client who I first worked through with her declining marriage and subsequent divorce. Then she returned when she met a new man and wanted to make that relationship work. They both returned when the relationship got a bit rocky then it was a pleasure to be present at their wedding about 6 or 7 years later.

I had another client who came to see me every week. Every time I talked to her about going out to 2-weekly appointments she would decline and say she still wanted to come weekly. She took a couple of breaks over the 2-3 years I worked with her, but always wanted weekly. Eventually she felt she was in the place she needed to be, and I could graduate her out of my program.  Interestingly it was once she moved jobs, which was what we had talked about in our earliest sessions, but she simply wasn’t ready to do so at that time.

If you package your sessions, for example four session minimum like I did, you will get traction with deeply clearing issues with your client, you will be able to forecast your income to a certain extent, you will be able to create a wait list of clients when your books are full.

And yes, while some issues like a phobia are single, albeit sometimes longer sessions, these can be offered as an outcome-based session, not packaged as the example above.

How much will I get paid as a Practitioner?

Again, start thinking about that piece of string, however this one has a bit of a formula to it.

I believe what you will charge your clients is a direct reflection of your self-worth and your own value – to an extent.

We play a game in our school where we say out loud what we would like to charge a client, and see what your voice does, or where your tummy or throat pulls.

Try this for yourself now. Out loud.

Say out loud “I charge $50 per session” and note any quiver in your voice, or any tightening in your body or other physical reaction. No reaction? Great. Move to a higher amount then.

“I charge $60 per session” and note any quiver in your voice, or any tightening in your body. No reaction? Maybe you need to place your hand on your tummy or your chest. For me, my body reacts in my throat with a tightening.

“I charge $75 per session” and note any quiver in your voice, or any tightening in your body. Hand on your body and note any reaction?

“I charge $100 per session” and note any quiver in your voice, or any tightening in your body, you get the idea.

The point of the game is once your body reacts to an amount, that’s your brains congruence on your worth to charge that amount. In the coaching space many of us are being paid more per hour than we have been in the past. Our brain needs to catch up to our skill and worth.

We have our all students do this exercise regularly. Unless you believe you are worth a particular amount per session, neither will your client. The amount you charge for your sessions needs to roll from your tongue without any hesitation whatsoever.  Our clients buy into our certainty, so if your body is reacting to $75 dollars per session, maybe you need to start at $69 or $70 or maybe lower. Whatever amount your body doesn’t react to. Remember this is a starting point and you will be able to increase your hourly rate as your skills increase.

I started as coach at $50 per session, actually in honesty, I started pro-bono right at the beginning. Each session was about an hour. When I stopped seeing one on one clients a couple of years ago, I was charging @$180 per session.

We also have a YouTube video walking you through this exercise if you’d like to watch it, walk yourself up the monetary ladder and of course the video includes some tapping routines you can use to help to clear your doubts.

Why I should step outside of the ‘norm’ of EFT practitioner work

I believe we are pioneers in this energy medicine space. There are so many untapped, pardon the pun, markets that EFT hasn’t even been considered in yet.

When we think about stepping outside of the norm, we are also talking niching, that is specialising. We have graduates heading into the primary/secondary schooling system to help children with EFT.  We have graduates expanding their existing energy therapy practice by adding EFT.  We have one graduate doing amazing work in the equine space and another, a woman, stepping into leadership in the automotive industry. We have another student who has a thriving business in the direct selling industry using our course to improve her leadership skills, she just happens to love EFT as well.

Stepping outside of the norm, and beyond that traditional one to one EFT client space will open other doors and opportunities and allow you to lead in new markets. It will allow you to consider online programs and workshops in emerging fields too. The reach and application of EFT in many industries and markets is so untapped globally, I believe it’s our job, yours and mine, to open these up.

Of course, if your ambition is to have an EFT practice in the traditional sense, you should still pursue that dream. We need more Practitioners working across the globe on helping people everywhere.

Why I sacked a client and why you should too 

There are several therapies that I call passive therapies or non-talk therapy maybe be a better description. By this I mean that the client doesn’t have to do anything during the session. These include hypnotherapy, acupuncture and several other counselling services. An EFT tapping session is very much an active session. There is lots of client talking and tapping during a session. One of the ways I make my sessions more effective is to give clients home play, that is, work they must do at home between sessions. I want each and every client to take responsibility for their own transformation and I do expect them to do the work they agreed to. As a Practitioner I am only a tour guide for them, I hold the space for clients to transform and shift. The client actually does the work.

Often when a client is resistant to doing the work, there is an underlying fear sitting close to the surface underneath, just waiting for you to help them uncover.

So why did I sack a client?

I have sacked a couple of clients over the years and each one has been because they have not taken ownership for themselves, not done the work for themselves and have not been engaged in the process. I could have continued to take their money, however let me share with you the two sides of this argument.

Option 1 is I take their money and work with them each session. They don’t get the shifts they say they want. They don’t make progress. They are telling everyone that I am their coach when everyone around them can see their lack of progress too.  Can you see the credibility problem here? Sure, its reputation based but my business is built on reputation. The other issue is ethics. I don’t believe it’s ethical to take money under this pretence. I would rather stop working with them than take their money.

Option 2 is I have an honest and open conversation with the client to see what is taking priority over their personal work. We talk about what the blocks are and what should be done about them. Two things happen. Either we agree to go separate ways, or the client engages in the process and their transformation. This conversation could include the challenges they are facing, and this conversation could be all it takes for them to reengage in the process.

It’s not the first time I have suggested to a client that they are paying me a lot of money to moan, hold onto their story and get caught up in their own limits. It’s not the first time I have suggested to a client they might be better off taking a girlfriend to coffee for $4.50 and talk her ear off for an hour because when we come together, there is work to be done. This usually brings my client back into the reason they came to see me.

The benefits of having your own business and being your own boss includes the choice of who you work with and when.

What to do when a client creeps me out

Several years ago, I had a client who just creeped me out. I don’t know what it was about him, but I just didn’t feel safe with him. I worked at a chiropractor clinic in those days and was often the last and only person in the clinic in the afternoons. He often requested this latest appointment and I think it was so he could monopolise more of my time. While I don’t want to share with you the entire details, I do want to highlight that it’s your own business you are creating and you DONT have to work with everyone. If it doesn’t feel right. Trust your gut. You get to choose not to rebook them. You also get to choose not to take on their case either.

And it’s. not just female Practitioners who need to trust your gut. Male Practitioners also need to be aware. If it doesn’t feel right – it’s probably not.

 

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