Finding Proof with Dr Tess Crawley

It was so exciting to be interviewed by the wonderful Gerda Muller about the forthcoming Elevate 2021 conference, where I’ll be speaking on the topic of #CEOMindset. Can’t wait! 

Elevate 2021 is the Private Practice Success Conference for Allied Health & Mental Health Professionals scheduled for 15th & 16th September 2021. Details at: www.elevateconference.com.au/2021

The new financial year provides a great opportunity to spend time identifying and then nurturing important relationships to your business. Neighbours, clients, referrers, and staff … these are all relationships that contribute to the viability of your business. Look after them.

Ways to nurture important relationships:

A handwritten thank you card

Cross-referring to professional colleagues

Maintaining good communication

Marketing in ways that enhance knowledge and communication (not just sell, sell, sell).

Now is a good time of year to identify these relationships and touch base. (And it means you won’t get lost in the sea of Christmas cards at the end of the year!)

MONEY... We all drop the ball sometimes!

This time of year gets us laser focussed on what’s been coming into our businesses, and more confrontingly, what’s been going out.

We are forced to pay close attention to some truths about our businesses that we might not like. Perhaps we’ve been a bit stuck in a comfort zone with regards revenue streams. Or perhaps we’ve fallen into some bad spending habits. *ahem*

Whatever it is, you need to know this:

a) It happens to all of us

b) It doesn’t mean you’re a failure

c) Help is available

d) Now’s the time to make a plan

And when I say make a plan, we’re not just talking about “I promise not to buy so much stationery” … Your plan should include such things as regular meetings with your accountant, getting clarity around your budget, revenue forecasting, AND reductions in unhelpful expenditure (and so on).

I’m here to tell you I STILL drop the financial ball sometimes.

Which is why I’m always so grateful for the support team I have around me. They help me pick that ball right back up and start running with it again!

PERFORMANCE … When talking performance indicators, most people assume Key Performance Indicators - and then link these to punitive measures to curb underperformance. I’d like you instead to think of two types of performance indicators:  Key Performance Indicators and CUSTOMER Performance Indicators.

Key Performance Indicators can be things like:

- Number or referrals/enquiries per month.

- Number of conversions (initial appointments attended or first sales)

- Retention rates (number of sessions attended before client drops off)

- Average session fee for appointments

- Average sale amount

Go over these for each month and check for trends. These can be trends for staff performance, trends for “hot” or “cold” business months, and so on. Try to identify what’s driving the trends you identify. (Obviously taking Covid19 into account.)

Customer Performance Indicators can be things like:

- First impression on the phone

- Satisfaction with email responses

- First impression when entering your premises

- Satisfaction with getting their needs met by your business

It’s almost impossible for small businesses to get an accurate reflection on customer performance indicators, so I think it’s really important for business owners to touch base with what it might feel like to be a new customer/client/referrer to your business - try seeing it through their eyes. For example, is your phone answered by a human or an answering machine (my pet hate) or not at all?? Is the entry to your premises grubby or warm and welcoming?

Take time at regular intervals throughout the year to check in on all of these performance indicators.

Have you avoided marketing this past financial year? Too busy? Like, literally TOO BUSY? Scared it’s going to cost you time and money? I’m here to tell you all that is nonsense.

Many business owners tell me they don’t want to engage in marketing because they’re scared to have to turn business away. What does this tell us? They need to recruit, right? But there’s no staff to be found! And around and around they go.

Here’s the thing. Marketing your business isn’t just about generating more business. It’s about establishing a meaningful and relatable presence in the community. This means that your business becomes a trusted part of the landscape, a service that your community grows to know, like, and trust.

And this reaps benefits in … you guessed it … recruitment!

So, if you’re desperate for staff and you don’t have a presence on social media (for example), how are these magical staff going to find you? And why would they choose you over the thousands of others in the same boat as you? You’re scared you’ll have to compete on money, but you can’t afford that. So you keep drowning in too much business, too little time, and not enough help. It’s the businesses that potential recruits feel they know (via social media mostly) who have the edge in this market.

Marketing helps in so many areas of your business and it doesn’t have to be overly time-consuming or difficult.

The easiest thing in the world is to do a one-minute livestream each day talking about your day, talking about your team, showing people what you do, telling them a funny story, or walking them around your premises.

One. Minute.

The only thing stopping you is you. Sure it will feel weird the first few times, and then suddenly it won’t feel weird anymore. It will become a quick and easy part of your day, and you’ll soon learn how to repurpose those little videos for extra content. All of it authentic. All of it letting your ideal staff, clients, or referrers get to know you better.

No more excuses please.

“What if I fail? What if I don’t have all my shit together? I’m the boss, I should have all the answers!” … And other nonsense we tell ourselves.

I was interviewed today by my buddy, Gerda Muller, and we got talking about business failures and how this relates to adopting a CEO Mindset. What I said to her might surprise you.

Huge thanks to the more than 60 people who completed my survey (it’s still open if your keen).

Key issues for most people:

Time Management

Staffing

Marketing (this was very telling!)

Delegation

Revenue Streams

So what am I doing about it?

Luckily I’d already started putting together my CEO Mindset training program, which covers all these issues, and a bit more!

Tess x

Today I launched my CEO Mindset training, which will run in July (2021). What is a CEO mindset though?

Here's a snippet from a video I recorded in 2019 where I explain the CEO mindset concept.

Since this was filmed, I've moved to Melbourne, sold one of my practices, started a third business, and employed more people to help me grow in each of my businesses ... all things I predicted as early as 2018, a classic example of strategic CEO-style visioning!

Whatever your vision for your business, the content we'll cover in the CEO Mindset training program will see you taking strategic steps forward towards bringing that vision into reality.

In this six-week live online training, we will tackle some of the biggest issues I'm asked about by business owners like you.

* Time management

* Staff recruitment and retention

* Marketing

* Money Mindset

* And much more!

Most importantly, when you walk away from this program you'll find that you start thinking more strategically, just like the visionary CEO that I know you are!

Sessions are recorded in case you can’t attend live.

Cost is $497

Sessions start on July 29 at 1:00pm (Melbourne time)

I was asked a great question this morning from someone launching a new practice. In summary the question was this: “How do I know when to set my fees at the same rate as others?” There are so many factors that go into fee setting, but the first thing you need to factor in is your own money baggage.

Do you feel “worthy” to charge the same as your colleagues?

Do you feel you “deserve” to earn a decent living from your labours?

Do you feel that you “should” put the financial welfare of others before the viability of your business? (That’s a BIG question, I know).

Where did you money attitudes come from? Family? Peers? Colleagues?

It might be time to understand what an “industry standard” means, why it’s important when it comes to setting your fees.

1. Understand what your industry’s recommended fee is, and what it’s based on

2. Don’t undercut your colleagues

3. Don’t diminish the value of your profession

Here are some other things I want you to think about, journal on, or get some coaching around:

1. How do you feel gratitude towards those who charge more and those who charge less than you?

2. How do you match your fees to your values WITHOUT going broke?

3. What are the unforeseen money disasters lurking if you DON’T start as you mean to finish? (Remember, it’s harder to raise your fees than to set them appropriately in the first place).

4. BE CAREFUL whose opinions you listen to.

You’ve already got all the training, knowledge, and skills you need. All you need to do is trust in that, and share it!

We all worry about “getting it wrong” sometimes. But the reality is you have conversations within your area of expertise every day. So why is it so hard to do the exact same thing with an audience?

Scared of embarrassing yourself? Maybe.

Scared of being judged? Probably.

List all the reasons you’re an authority in your field:

Years of training

Money spent on professional development

Years of experience

Number of people helped

And so on...

Now tell me again why you’re scared you’ll say something dumb.

See? There’s no truth to your fears. So stop letting fear call the shots.

And if anyone judges or criticises you for sharing your expertise freely, send them my way! I’ve got your back!

Have an amazing evening,

Tess x

p.s. Keep your eyes peeled for some behind the scenes footage this weekend while I have the privilege of hanging out with some of my Like A Boss inner circle business coaching clients. Due to a couple of recent graduations, there is currently a vacancy in Like A Boss, so shout if you’re keen! x