The Million Dollar Private Practice: Using Your Expertise to Build a Business That Makes a Difference by David Steele

Author:David Steele
Language: eng
Format: mobi
Publisher: Wiley
Published: 2012-09-10T14:00:00+00:00

Building Your Service Delivery System/Creative Business Model

Your service delivery system is simply how you deliver your services. But it also serves as a creative business model that provides multiple streams of income from your efforts. Ideally, it is created in response to your market research and tailored for the needs of your niche.

As we discussed in Chapter 4, it might be tempting to build a service delivery system around what “sounds good” or “seems right” to you. Regardless of how good your hunches are, my unwavering advice to you is always to do your market research first, and then base your service delivery on the hard data that you generate. If this merely verifies what you already guessed, then more power to you, but more times than not, your market research will reshape your hypothesis of what your niche wants and needs.

Another way of putting this is: Market to your target audience, not to yourself. And make no mistake, you are not your target market. This is one of the biggest flaws in all marketing—by no means limited to private practice professionals. Often, businesses of all sizes forget that they aren’t their own target markets. Or, to put it differently, they assume that they are their own target markets. They simply say to themselves, “Hey, this makes sense to me, so it must make sense to the people I’m trying to reach.” This is patently false.

Remember the Platinum Rule of Marketing? “Do unto others as they want to be done to.” This rule surfaces again and again in creating your Million Dollar Practice and is critical in building a service delivery system. Still, many practitioners ignore it, and their businesses—and their clients—suffer as a result. There are a couple of reasons for this.

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