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What Is the American Holistic Nurses Association (AHNA)?

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The Process of Integrative Nurse Coaching and Consulting

Nurse Coaches and Consultants Facilitate Life-changing Outcomes for Their Clients

Notes from a conversation between Peter Sandeen, “The Marketer’s
Marketer,” and Sharon Burch, CEO of New Directions for Nurses 

YouTube link: https://youtu.be/mIP4e0bqTW4

Two Essential Principles of Good Pricing

The first principle is that good pricing is based primarily on the value of the transformation being offered to the customer, the value of other services that provide the same or similar transformation, and the amount of time you contribute. 

Also, price testing is a critical step toward understanding your market and optimizing your revenue. It is essential to test your pricing ideas and generate evidence of what works for you and your customers. 

Why Nurses Have Trouble Selecting Their Prices 

Most nurses have trouble asking people to pay a fair price for their time, energy, and expertise for two reasons:

1. They’re used to being paid an hourly wage for their services, and 

2. They don’t want anyone to be left out

If you relate to the first reason, you need to recognize the total cost of doing business and the time it takes to complete all the tasks involved, including marketing, administration, and delivering your program or service. Then, set your prices so you can make a sustainable living. 

If the second reason is holding you back, here are five ways to offerFREE resources that are easy for your audience to consume, easy for you to deliver, and don’t require much of your time.

• Make a downloadable PDF about the first step of the process the person needs.

• Write blogs about the first step and distribute them through your website and social media.

• Be a guest on other people’s podcasts and give the listeners tips on solving their problems.

• Make a few short videos that deliver tips on what people can do to solve their problems.

• You can also share your PDF or blog as a resource through a podcast or video.

How to Choose a Fair & Sustainable Price

Once you’ve settled the issues of charging according to the value of your service and making it easy for people to get something that will help them for free, then

1. Ask for the lowest price that feels fair to you based on the value and cost of other personal services offered in your community. Choose a price high enough that you will not feel resentment when you perform the work.

2. After you’ve sold a few programs, packages, or services at that price, and you see people are happy with the value they’re receiving, raise the price by 10-20%.

3. Repeat step #2 every 90 days or so, improving your program or service and raising your price as you grow in skill and confidence.

When to Offer a Discounted Tier

If you see a group of people who want to pay for your service but can’t afford your regular price, you can offer a discounted tier. 

• We recommend doing this after you have enough individuals purchasing your services at a price that covers your basic needs. (Put on your oxygen mask first before helping others.)

• When offering a discounted tier, deliver everything essential for customers to achieve good results but provide less customization or personal support than your regular-priced package.

Why & How to Offer 3 Pricing Tiers

You can also offer a third pricing tier that offers even more personalized support and time with you. This does not mean you’re scrimping on the good results you help people in the two lower tiers achieve. Instead, it means providing support that prioritizes the client’s time and convenience. For example, you 

• Provide unlimited contact with you

• Order the supplies the client needs

• Take your service to the client’s home or office, or

• Add luxury items if they are meaningful for the customer

In the simplest terms, the three tiers can be considered Do-It-Yourself, Done-With-You, and Done-For-You. Here’s an example of three pricing tiers an entrepreneurial nurse nutritionist used.

• Tier 1 was a self-study program for improving one’s diet that included videos and handouts, such as recipes and grocery shopping templates for people with high blood pressure, high blood sugar, and GERD. Two group Q&A sessions were also included. The customers followed the instructions and put together their own nutrition-improvement plan. This offer might be priced at $397.

• Tier 2 provided the above plus private coaching sessions to customize the nutrition plan in collaboration with the client, answer their questions, and help them navigate challenging areas. This offer might be priced at $2997.

• Tier 3 provided the above, plus the nurse went to the client’s home, removed the contraindicated foods from their kitchen, and went grocery shopping with them to restock their kitchen. In one case, the nurse included the services of a chef to prepare the meals for the client. This offer might be priced at $7997.

As a variation on this theme, you can offer two or three options within the middle tier IF you know your audience well enough to offer distinctively meaningful variations on the middle tier theme. We recommend increasing the prices between each step by about 150 to 200 percent. If the steps increase more than that, one or two options will likely be less relevant to the customer.

If we use the example above to illustrate this principle, the nurse will first offer a middle-priced option at $2997, then add a lower-priced option with fewer private coaching sessions for $1997, and a third option with more support and less client effort for $4997.

Another approach is to offer the same support for three different lengths, such as one month, three months, or six months.

When having a one-to-one sales conversation with the prospective client, offering your highest tier first is generally best. If the person says that’s way out of their budget, you can offer the second tier and the third if necessary. This way, the person knows what’s available and can make an informed choice.

Sliding Scales & Pay-What-You-Can Pricing

Over my years in business, I’ve experimented with sliding scales and pay-what-you-can pricing. In this article, my friend and colleague, George Kao, echoes my thoughts about these options. 

Still Have Questions about Applying This in Your Business?

Bring your pricing questions and challenges to the Liberated Nurse Entrepreneur Marketing and Sales Lab, where Sharon Burch will help you find your right relationship with pricing and guide you in effectively marketing your products, programs, and services.

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Sources

Peter Sandeen lives in Helsinki, Finland, and works with the top marketing decision-makers in a wide variety of companies. Instead of specializing in any specific tool or strategy, he focuses on the principles that drive results. Roughly 75% of Peter’s clients are B-to-B companies, including many marketing companies, which has earned Peter the nickname “the marketers’ marketer.”

Sharon Burch lives in Lawrence, Kansas, and teaches nurses how to grow thriving, sustainable businesses that increase their autonomy, freedom, and fulfillment. She has founded several successful for-profit and nonprofit companies and provided business development and marketing consultation to the American Holistic Nurses Association, the American Holistic Nurses Credentialing Corporation, and the Hawaii Yoga Institute. 

The #1 reason nurse coaches, nurse consultants, and healing arts practitioners don’t follow up is because they don’t want to feel pushy. 

It certainly feels pushy to approach follow-up from a “try to get them to buy” perspective. However, when you approach follow-up from a service-based perspective, you add value and build a relationship, prompting the person to take action when they’re clear and ready. 

• No follow-up leads to no clients.

• Intentional follow-up leads to being of service and prompting people in a supportive, nurturing way.

Below are three simple emails you can send to nurture people you’ve engaged with but who haven't hired you.

Follow-Up Email Template #1: Share a Tip

Subject Line:  You might find this helpful

Hello $FIRSTNAME$,

It was great connecting with you. After leaving our conversation, I thought of something many others have found helpful. I wanted to share that with you in case you find it helpful, too.

For many people struggling with _______ {INSERT 1-2 CHALLENGES} _____, here’s a tip to minimize or eliminate that struggle.

{INSERT TIP & 2-3 SENTENCES ABOUT WHY THAT TIP IS IMPORTANT}.

I hope that helps you.

Again, it was great connecting with you.

Sincerely,

$COACH_FIRSTNAME$

P.S. {INSERT YOUR CALL TO ACTION - Either to book a sample session or to sign up for your package}

An Example of Applying This Tip

Sarah, a nurse consultant specializing in helping clinics improve patient flow, had a great conversation with Dr. Lee about the challenges his practice faced with long wait times. Dr. Lee seemed interested but wasn't ready to commit to a consultation. Sarah sent him the following email. A week later, Dr. Lee replied, thanking Sarah for the tip and booking a discovery call. He had implemented the questionnaire and saw an immediate improvement, and now he was eager to see what other solutions Sarah could offer.

Subject Line: You might find this helpful

Hello Dr. Lee,

It was great connecting with you. After leaving our conversation, I thought of something many others have found helpful. I wanted to share that with you in case you find it helpful, too.

For many people struggling with scheduling inefficiencies and staff burnout, here’s a tip to minimize or eliminate that struggle.

Implement a pre-visit questionnaire. This allows patients to complete their intake information online before their appointment. This saves valuable time in the waiting room and allows staff to prepare for the visit, making the flow more efficient.

I hope that helps you.

Again, it was great connecting with you.

Sincerely,

Sarah Bennett

P.S. If you’d like to explore how I can help you implement this and other strategies, you can book a free discovery call here: [link].

Follow-Up Email Template #2:  Share a Pitfall & How to Avoid It

Subject Line:  Have you, or those you know, had this experience?

Hello $FIRSTNAME$,

So many times, when folks are trying to _______ {INSERT TOP DESIRED RESULTS} ____, there is a common pitfall that many bump into. This is a common mistake that so many people make, and it can easily be avoided.

I wanted to make sure you and those you know can avoid this pitfall.

{INSERT TIP & 2-3 SENTENCES ABOUT A COMMON PITFALL AND HOW TO AVOID IT}.

I always like to help make things easier if I can… I hope this helps.

Again, it was great connecting with you.

Sincerely,

$COACH_FIRSTNAME$

P.S. {INSERT YOUR CALL TO ACTION - Either to book a sample session or to sign up for your package}

An Example of Applying This Tip

Michael, a nurse coach specializing in weight management, spoke with Maria, who was enthusiastic about losing weight but unsure where to start. Michael followed up with this email, and Maria resonated with it. She appreciated Michael's non-judgmental approach and signed up for his program.

Subject Line: Have you, or those you know, had this experience?

Hello Maria,

So many times, when folks are trying to achieve sustainable weight loss, there is a common pitfall that many bump into. This is a common mistake that so many people make, and it can easily be avoided.

I wanted to make sure you and those you know can avoid this pitfall.

Many people focus solely on restrictive diets, which often leads to burnout and giving up. A more effective strategy is to focus on gradual lifestyle changes and incorporating healthy habits over time.

I always like to help make things easier if I can… I hope this helps.

Again, it was great connecting with you.

Sincerely,

Michael Moore

P.S. I have a few spots left for my upcoming weight management program. If you’d like to learn more or register, go here: [link].

Follow-Up Email Template #3: Your WOW story

Subject Line:  I wanted you to meet someone

Hello $FIRSTNAME$,

After our last conversation, I thought of ___ {INSERT CLIENT’S NAME} ___ and their story.  It’s very similar to what you described the last time we met.

 ___ {INSERT 4-5 SENTENCES TO DESCRIBE YOUR CLIENT’S WOW STORY OF TRANSFORMATION - OR YOUR OWN IF YOU’RE JUST GETTING STARTED} ___

Sincerely,

$COACH_FIRSTNAME$

P.S. {INSERT YOUR CALL TO ACTION - Either to book a sample session or to sign up for your package}

An Example of Applying This Tip

Linda, a nurse consultant specializing in helping nurses start their own businesses, talked to Jessica, a nurse who dreamed of entrepreneurship but was afraid to take the leap. Linda followed up with the email below. Her story inspired Jessica and gave her the confidence to pursue her own entrepreneurial dreams. She booked a discovery session with Linda.

Subject Line: I wanted you to meet someone

Hello Jessica,

After our last conversation, I thought of my client, Emily, and her story. It’s very similar to what you described the last time we met.

Emily was a nurse who felt burned out and unfulfilled in her hospital job. She had always wanted to start her own business but was worried about the risks. After working with me, she launched a nurse consulting firm and now enjoys greater flexibility and financial independence.

Sincerely,

Linda Long

P.S. If you're ready to take the leap and start your own nursing business, I'd love to help. You can book a free strategy session here: [link].

Despite their clinical expertise, many nurse entrepreneurs struggle to market their services effectively. It's disheartening to see them invest significant time and resources in marketing efforts that yield minimal results, feeling as though their money is simply being wasted.

Before we delve into what's crucial, let's address some commonly used marketing tools that are often less effective than believed.

Less Effective Marketing Tools

• Business Cards: While useful, business cards are frequently overused as a primary marketing method. Handing them out indiscriminately, even to those already connected through email or social media, can be inefficient. A more effective approach is to gather contact information and follow up with valuable, free content. There are more advanced strategies for using business cards effectively, but I’ll discuss that another time.

• Brochures: Brochures left at bookstores or holistic centers often go unnoticed and rarely convert into clients unless they are exceptionally well-written and targeted, which requires skill.

• Fancy Logos: While visually appealing and important for branding, elaborate logos are often more relevant to entrepreneurs than potential clients. They're a nice addition but not a fundamental necessity for effective marketing.

Marketing Essentials for Nurse Entrepreneurs

Here are ten essential marketing strategies. It's worth noting that many nurse entrepreneurs have not implemented all of them. 

However, it’s a mistake to think you must have all these in place before getting clients! I recommend starting at the top of the list and gradually working your way down it BETWEEN your client-getting activities. 

Also, while making a good effort is important, don’t make the mistake of trying to get a strategy perfect the first time. It’s best to make small investments of time and money at first and iterate your way to success!

1. Focused Specialization

It's impossible to be everything to everyone. A key aspect of effective marketing is clearly understanding your ideal client. This involves defining who you want to work with, what specific services you offer, where you offer them, and how you deliver them. There are numerous ways to approach specialization.

People are more likely to engage when they see how your services are relevant to them. However, if your marketing message is too broad, such as "I help people achieve holistic wellness," it will be much more challenging to attract clients than if you specialize in solving a specific problem.

In marketing, focus leads to freedom. With a clearly defined specialization, you can craft compelling offerings that resonate deeply with your target audience.

2. A Professional Photo

People are more skeptical than ever about marketing and advertising. Authenticity and genuine connection are crucial. A professional photo is essential for capturing attention and building trust.

We live in an age of short attention spans and heightened skepticism. Therefore, you must make a positive first impression quickly. Potential clients will decide if you are relevant and trustworthy within seconds of seeing your marketing materials.

Your photo plays a vital role in how attractive, safe, and "real" your work appears. A picture truly does speak a thousand words. There are different photo scenarios to consider, each conveying a different message.

3. A Compelling Bio

Most bios fail to engage readers effectively. A good bio must include key elements that make it engaging and informative. To write a great bio, consider seeking guidance from resources like "Bye Bye Boring Bio" by Nancy Juetten or "The New About Me" by Michael Margolis. You can also click here for my tips.

4. A Clear Description of Your Services

Many nurse entrepreneurs struggle to articulate their work in a way that resonates with people. Your description should be clear, concise, and compelling, and avoid jargon or simply listing modalities.

5. A Well-Organized Database of the People You’ve Talked to

Tracking the people you’ve talked to is crucial for effective marketing and relationship building. Start with a simple, basic digital system and improve it over time. The main focus is to USE it! Include any of this info you can get:

• Name, email, phone number, and address

• Referral source and date of first appointment

• Birthday, spending history, and date of last appointment

• Number of conversations, paid visits, and referrals received

• Demographic information and prospect, client, or partner priority

This data can be used to personalize communication and target your marketing messages.

6. An Extensive Hubs Database

Identify and track potential partners and collaborators. Building relationships with these "hubs" of people you can serve can significantly expand your reach!

7. Case Studies and Testimonials

Stories, case studies, and testimonials are incredibly powerful. They provide social proof and demonstrate the value of your services.

• Testimonials: Go beyond generic statements like "AWESOME!" Include specific details, full names, and a headline to grab attention.

• Case studies: Showcase client transformations by highlighting the "before" and "after."

8. Staying in Touch Effectively

Consistent communication is essential for maintaining relationships with the people you’ve talked to. Pick ONE channel initially, then grow into using two or three over time.

• Email newsletter: Regularly share valuable content, updates, and offers.

• Blog: Provide insightful articles and establish yourself as an authority in your field.

• Social media: Engage with your audience and share relevant content.

I recommend starting with an email newsletter because it’s an especially powerful tool for building relationships and generating business. Every email you send is an opportunity to connect, inspire, and, ultimately, drive sales. Key benefits of an email newsletter include:

• List growth through email sharing

• Opportunities for collaboration and interviews

• Cost-effective communication

• Building long-term relationships

• Providing valuable content

9. A Client-Generating Website

A website is essential, but it needs to do more than just look good. Its purpose is to effectively attract your audience and help them choose to buy your program or service. 

• It's accessible 24/7. Potential clients can explore your services and learn about you at any time.

• It establishes safety and trust. A website allows people to "get to know" you at their own pace and comfort level, helping them feel more secure in reaching out.

To create an effective website:

• Ensure you can easily update it yourself. Being dependent on a designer for every change can be cumbersome and costly.

• Focus on functionality and client attraction, not just aesthetics. A visually appealing website is important, but its primary purpose should be to generate clients.

START SIMPLE. If you can create a document in Word or Google Drive, you can make your first website, and each platform has video tutorials to help you. 

Key elements of an effective client-generating website include:

• Opt-in page: Offer a valuable gift or resource in exchange for contact details.

• Service or program sales page: Tell your audience what you offer, why, and how they can get it. USE YOUR 10 Ps! Make online booking and payment easy to use.

• “About” section or page: This is one of the most critical elements of your website. It communicates who you are and presents your credibility. It should align with your message and the feeling you want to evoke in your audience. Include your photo here. 

• Branding: This is the feeling you evoke through the words, colors, fonts, and images you use to convey the essence of who you are and what you offer. 

• I recommend you do NOT invest in hiring a branding professional until you’ve completed Stage 1. Why? Your service ideas and understanding of your audience will be refined during Stage 1, and if you invest in branding too early, your investment will be wasted.

10. A Program Development Pathway (aka “Sales Funnel”)

Offering services at different price points is essential for attracting an audience and optimizing your revenue. A program development pathway typically includes:

• Free or low-cost offerings (e.g., ebooks, free audio, blog posts)

• Programs (e.g., workshops, retreats, talks)

• Packages (e.g., series of sessions, specialized packages)

• Products (e.g., books, DVDs, supplements)

Implementing these ten marketing strategies can help nurse entrepreneurs effectively reach their target audience, build strong client relationships, and achieve sustainable business growth.

Here’s to your success!