Using market pull, rather than pushing a service
October 25th, 2007 by Alexander KohlToday I want to tell you a story about my wife.
Not because she is my wife, but because she is a Physiotherapist and has always resisted going into business for herself. She preferred being employed (even though here in Australia that works only on a commission basis).
But today’s story is about her decision to run a post natal exercise group.
We talked about all the different ways she could market herself: website, business cards, fliers, a media release, and more. I got really excited because I would have loved to produce all that for her. But she got completely overwhelmed and almost did not want to go ahead with the groups.
That evening as we were lying in bed, it suddenly hit me and I knew: don’t do any of that unless there is interest in her service.
So we decided she would only call a few friends and see whether she gets the first group together that way.
And in two days she had 5 people (only one short of her goal of 6).
The lesson here: testing the market by offering something personally to a few contacts that fit the target market (in this case mothers with 6-10 week old babies). And if that works out, all the other things can be done to attract more people.
Alexander
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Tags: Marketing, practitioner
December 18th, 2007 at 1:55 pm
[...] friends. The enthusiasm she received was a clear indication that mums want her service. So she is using market pull, rather than pushing something onto the [...]