Coach Al's threads

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#1

Hi everyone,

I am a business coach for Yoga and T’ai Chi studios, and I thought I would offer some things I have found in working with yoga studio business owners that may help some who are struggling with your studio business. If you would like more detailed info, you can download the full (and free!) report from my website: http://www.CenteredBusiness.com.

All the best,
Coach Al Lipper
Business Coach for Yoga and T’ai Chi Studios

Seven Biggest Mistakes Yoga Studios Owners Make In Their Business ?
And What To Do About Them.

Do you remember when you first started your yoga studio? Remember the excitement? Do you recall how it felt when the phone rang or someone walked in the door? First, let me commend you on entering a profession that is true to your passion, and furthermore, one that serves others.

In this article, I?m going to share with you some of the common mistakes that yoga studio businesses often make. If you?ve fallen prey to one or more of these, it simply means that no one told you about them yet. Once you know, then you can focus on solutions. And, perhaps you?ll find that you are already entirely on track, and this may re-affirm that you are headed the right way.

…

MISTAKE #2:
BEING IN A RUSH.

Business usually takes time. Our society is so wrought with instant gratification, we often overlook the fact that things take time. Just as the farmer can?t plant crops too late in the season, then try to ?rush? them to grow, certain aspects of business take time. If you are trying a new type of advertising strategy, it might take three months before you can tell if it works or not.

THE SOLUTION:

Learn from someone else who has done it successfully before, and ask them how long they waited before seeing results. If we plan ahead and act early, we won?t be in such a rush at the end. For example, don?t think about holiday promotions in November, instead plan them in September in case some actions need to be taken early. We can often save money by starting early as well ? after all, have you ever been to a workshop that cost more if you signed up last-minute than if you registered a month or two in advance? (Hopefully you use this strategy yourself with any programs you offer.) As you get better at a particular aspect of running your studio, you?ll be able to do it faster, but in the beginning, it takes time. Be patient, evaluate your results and make changes as needed.

MISTAKE #3:
BELIEVING THAT TECHNICAL SKILL IS THE KEY TO SUCCESS.

So often, we believe that with lots of ability in our art we will succeed. We assume that if we enhance our skills and have perfect form that this will make our business more successful. Sadly, this has relatively little truth to it in business. Technical skill alone is not the key to success, and in fact, technical skill is only a small part of success. If business is slow, we often tend to consider getting more training, another certification or something like that.

The real solution usually lies somewhere in business skills and management. Ask yourself about these areas of your business: Marketing, Sales, Accounting & budgeting, Customer service. I certainly don?t want to minimize the value of your mastery of your field ? this is definitely important. Rather, I am emphasizing that in business, other things usually count more. I know it doesn?t seem right that someone who doesn?t have nearly the ability that you do should have all the clients, but that is generally the reality in business.

Consider the example of the most successful restaurant in history, McDonalds. Could you cook a better burger than they do? Of course ? anyone could. It?s not their skill in making burgers that makes them such a success. They do the other stuff so well that people have learned to like their marginal food.

THE SOLUTION:

Just as you can watch someone?s form and point out specific errors that they are oblivious to, you also have the potential to see your business in the same way. With the right perspective and knowledge, a studio owner can very specifically identify a problem area and what needs to change. But only in rare cases is the problem actually the technical skill of services being delivered to the customer.

MISTAKE #4:
BEING SO EXCITED THAT YOU ARE DRIVEN BY EMOTIONS, NOT LOGIC.

Sometimes we get so attached to an idea ? maybe one we created ourselves ? that we forget to do a logical analysis. I remember a small store that sold specialty food products. The owner loved spicy food, so decided to offer hot sauces from all over the world. He expanded the concept such that a great deal of his inventory was essentially hot sauce. For months, he didn?t acknowledge that his sales had significantly decreased, because he was so excited about the idea that people love hot food ? he loved hot food. Less than a year later, he was sadly forced to face the reality when he could no longer pay his bills and had to close the business.

It?s always easy to see it in other people, but very hard to see in ourselves. Is there a class or service that you created, which for whatever reason has few sales? Consider areas of your studio business where you are being guided by emotions, not facts.

THE SOLUTION:

When we are emotionally driven in business, our strengths become weaknesses. Self-confidence becomes arrogance, ambition becomes ruthlessness, quick-thinking becomes impulsiveness, strategic risk-taking turns to gambling. And one clear sign that emotions are taking over is that in discussions of a given topic, there is a clear need to ?be right? instead of a striving to do what is best for the company.

The solution is simply to back away and treat it like the ?Black box? we discussed earlier?it?s just a soda machine that makes money or it doesn?t. Another technique is to ask someone else for their honest opinion with the understanding that you will not interrupt them, or offer any feedback other than asking informational questions. Remember, successful business is driven by facts, not emotions.

P.S. If you’re still reading, then know that there are four more mistakes you can learn about. (This post is long enough now…) Go get your free report and start implementing solutions today! http://www.CenteredBusiness.com

Many blessings,
Coach Al

#2

How To Make Your Yoga Studio Business Perform

What makes some yoga studio businesses thrive, while others just get by? There are many reasons, of course, but there is one that I come across more than just about any other. People. Having the right people can supercharge your studio business. Having the wrong people are like trying to drive with a flat tire.

At some point, most studios need to hire help. This may be an independent contractor or an employee. Regardless, you are going to pay money for specific results. For example, if you hire a web site design company to create an online store for you, what do you want? You don?t really want a web site, you want to make more money (presumably by selling online). Always keep the overall goal in mind. If an area of focus arises that is not going to generate more revenue, then let it go.

Hiring independent contractors is very similar to hiring employees in many ways, but different in others. Here?s the quick summary.

Keys to hiring good people:

? Hire people who have experience doing what you need done. There is a saying that goes ?Raw intellect is a poor substitute for practical experience.? For example, a mechanic who never graduated high school will do a far better job fixing you car?s engine than a person with a PhD in automotive engineering who can theoretically design an engine.

? Avoid ?I don?t know, but I learn quickly? people unless you are sure you are prepared to train someone. Better to pay more for someone who will take a fraction of the time to do a better job. There is a saying that hold true here ?It only costs twice as much to go second class.?

? Always check references. I?ve reviewed hundreds of job applicants over the years. It still amazes me how often references don?t agree with what they applicant said, or that when pushed for references, the applicant suddenly vanishes. No matter how great someone sounds, ALWAYS check at least two references.

? Know what you need them to do and put it in writing. Take the time to clearly define for yourself (and for the applicant) what you expect from them. Feeling overwhelmed and just needing someone to help with ?whatever needs doing? leads to problems later on. Putting things in writing is critical ? it avoids misunderstandings, and also protects against being cheated.

? Know if they need to know more than you. If you are hiring for a position where you expect to show the person how to do the job (like filing or data entry), then be prepared to do this. If you are hiring for someone to do something that you don?t know how to do, or don?t want to teach, then make sure they know it already. For example, if I hire a bookkeeper, I want them to know more about it than I do.

? Avoid hiring people who want to be your buddy. You are hiring to get a job done. People who expect social relationships often end up being problematic.

? Avoid negative, cynical or critical people. They are like the plague in a business ? their negativity will spread to others and can undermine a company. If someone is critical or especially pessimistic in an interview, run - don?t walk. You don?t want them working for you.

? Avoid ?emotionally needy? people. Care for them, befriend them if you like, but don?t hire them. Large corporations have employee assistance programs. Small businesses just suffer. Avoid the problem by not making it yours.

? Avoid people who have a history of not following through. It will usually be shrouded with excuses, but if you find someone who repeatedly seems to have failed or unfinished projects, move on. You don?t need to know the reasons ? there is someone else out there for you who somehow did get the job done.

? Avoid dishonest people. I always like to ask a question that I know they don?t know the answer to, and hope they say ?I?m sorry, but I just don?t know?? If they try to fudge their way through it, they will do that on the job. It?s no fun finding out halfway through a project that the person really doesn?t have a clue what they are doing, but misled you into thinking they did.

Just for independent contractors hired for a specific job:

? If at all possible, hire someone who will give you a bid/quote for the whole job. Avoid people who want to get paid hourly. An experienced contractor knows how much to charge. An inexperienced one figures it out on your nickel. For example, if you hire someone to create a web site for you, an experienced web designer can easily quote you a price. If someone asks to be paid hourly, they probably don?t know how long it will take them because they?ve never done one like it before.

? Avoid paying more than 50% up front (unless you have high confidence in the contractor based on past business with them). If it?s a large amount, pay in stages, based on phases of project completion. Only pay the balance when the job is complete.

? Avoid people or companies with cash-flow problems. You don?t want them asking for more money or going out of business before they finish your job.

Keeping these keys in mind when hiring will do a great deal toward keeping your business running smoothly, and help to avoid many problems. Hire the right people, and implement the right systems, and you will be well on your way to a smoothly running business that lets you earn more and work less. For more information on hiring or on systems, you may find our business workshops of great value.

#3

(San Luis Obispo, CA – September 1,2006) Al Lipper, Owner and Founder of ‘Destiny: Success’, a yoga business coaching company based in San Luis Obispo, CA, announces the new intensive workshop program release for September 2006. The focus of the free one-on-one sessions are how to live the dream of running a successful studio business for the yoga or tai chi individual.

“There is so much information available regarding how to your set goals, or make decisions, that it can all become confusing and overwhelming,” says Coach Al Lipper. “These workshops help both the new and the experienced so they do not have to go through the process of living a successful, balanced studio business alone.”

Workshop Topics Include: Accelerate Your Business Growth (Business Strategies for Expanding Your Business) and Building a Profitable Business Around Your Passion (Business Strategies for Starting Your Own Business).

“Living in the real world while maintaining inner peace and happiness is getting more popular by the day because it brings fulfillment and satisfaction,” says Coach Al. “It fills a void and answers the question: ‘Can I have it all?’ and ‘Can I be wealthy in all areas of my life?’. Living a peaceful life alongside a rewarding career provides something that no other lifestyle has provided so far.”

“We have the ability to have wealth in all areas of our lives,” Coach Al continues. “I’ve worked with people who are immensely rich, but are lonely and miserable most of the time. That’s not real wealth. I’ve also worked with spiritual leaders who can’t hold onto a dollar. That’s not real wealth either. I am finding new ways to combine wealth in all areas of life and making these tools available to everyone.”

Workshops are a great way to gain knowledge and new ideas from the comfort of a home or office because they happen over the phone. All workshops are packed with information participants can use immediately. Whether someone wants to discover what they want or how to get what they want, there is a workshop available that can provide this information.

Coach Al Lipper is offering this unique one-on-one workshop program free of charge. “Working with people to help them live happier, more successful and more fulfilled lives is my mission on this planet,” says Coach Al. “I hope you gain something useful from these sessions.”

“For the month of September,” continues Coach Al, “I am offering a free coaching session in each of the following topics during the weeks listed below. I can only take the three people in each of the categories. Even if you don’t end up being one of the three, I will still send you a free gift: my Inner Balance program workshop, just for emailing me your request. In your email request, please be sure to include your name, telephone number, and the best time to reach you to set up a time for our session. Sessions will be scheduled in the appropriate week listed.”

Topic Schedule:

Week of: September 9 – 16, 2006
Accelerate Your Business Growth
Business Strategies for Expanding Your Business
(Includes Business Evaluation and Gap Analysis worksheet)

Week of: September 24 – 30, 2006
Building a Profitable Business Around Your Passion
Business Strategies for Starting Your Own Business
(Includes business planner: Creating A Business In 48-Hours)

About Coach Al Lipper of ‘Destiny: Success’:

Coach Al Lipper of ‘Destiny: Success’ is a successful yoga and tai chi business coach that has been delivering a message of motivation, success, and personal fulfillment since 1991. Hundreds of people have worked with Coach Al on developing personal and business strategies that got them more free time, more money, and living their dreams. The amount invested was small compared to the results. If you’d like to learn more about his business coaching services, including fees, go to: Business Solutions for Yoga Studio Owners

#4

Would you walk into a restaurant you had never been to before and tell the waiter ?I just want some hot food, and by the way, it doesn?t matter what it costs!? Most people think this is ridiculous. But honestly, it is not that different when someone with years of experience as a yoga instructor decides to open a studio, but does not really want to know about the business side of things.

I know you want to share your practice with others so that they also may benefit, but please believe when I tell you that you will be able to impact many more people?s lives if you choose to learn a little about business before starting your own studio.

One of the first things a client planning to open a yoga studio will often tell me is how many years they have been practicing yoga. They go on to elaborate on the school they went to and what other yoga experience they have. I honor and admire this kind of experience and the discipline it takes to acquire it.

At the same time, it?s my job to point out that if they primarily want to focus on the teaching and practice of yoga, then opening a studio is probably not for them. If you?re shocked, thinking ?What background could be better than years of experience with yoga?!?, then this article is for you.

Running a business successfully involves far more than just being good at yoga. In fact, in a recent conversation with the founder/director of one of the largest and most successful yoga studios in Baltimore, she revealed that she?s not even an instructor. She emphasized that she is a businesswomen who loves yoga.

Business is a lot more than just giving a service or product to a customer. It has a whole ?behind-the-scenes? part that we don?t usually see when we walk in the front door. Business is about financial projections, strategic planning, marketing, sales, budgeting, facility maintenance, hiring, sub-contractors, bookkeeping, and so much more.

If you are someone who is willing to learn about these things (and you don?t need to be an expert, but you do need to have a working understanding of them), then maybe opening a studio is for you. It can be a wonderfully rewarding and fulfilling experience. It can truly be the fulfillment of a dream for many.

However, understanding what is really involved before starting out is essential to success. Here are some things to ask yourself before diving into opening a studio.

Consideration #1:

Are you willing to work long hours in the beginning? Every small business owner will tell you about the late nights and weekends spent on building a business from scratch. It?s just plain hard work. But, it has great freedom as well. If you?re not sure about this, consider buying an established studio, or even a yoga franchise.

Consideration #2:

Are you comfortable learning about finances, budgeting and bookkeeping? For better or worse, money is the lifeblood of every business. Without it, the business fails instantly. To succeed, you need to have a moderate handle on finances. This means knowing how much you earn each month, how much you spend, how much you owe and how much is owed to you.

It also means knowing how much you?ll need to earn each month to pay operating expenses (rent, electricity, etc.), payroll (paying employees) and to pay yourself (you need to eat too!). It also means projecting this for the next year, and figuring out how the studio is going to earn this much money (how many students you?ll need, private sessions, etc.) This kind of planning is essential for success.

Consideration #3:

Are you able to accept that business will never be entirely smooth, but rather that it is wrought with some degree bumps and potholes, and that is just part of owning a business? It is estimated that an average U.S. business faces a ?crisis? three to four times per year. This might be a key employee quitting, an IRS audit, a major unexpected expense, etc.

In addition, there are ?daily hassles.? An instructor is late, someone?s check bounced, the stereo doesn?t work and so on. This is just part of business. And, as the owner, much of it will be your problem to deal with (until you grow enough to hire a manager, then someone else will worry for you). See it as a wild and exciting adventure that let?s you share an amazing gift with the world, and you?ll be fine!

Consideration #4:

Do you have at least 50% more money available than it seems like you?ll need to get started? Most small businesses underestimate their expenses (and overestimate profits) for the first few years. It is rare that running any small business (at least to start with) costs what you expect. It always seems to be more.

This is because there are numerous unexpected and miscellaneous expenses. Everything from having the floor polished to paying business taxes to buying a new phone system. It all adds up. Plan ahead for this one, and you won?t be surprised.

Consideration #5:

Are you willing to learn about marketing, or do you have the money to hire a professional marketer who will do this for you? I know, marketing makes you think of tele-marketers and used car salesmen. These are just poor examples of marketing, just as a Big Mac is a poor example of gourmet food, yet it is still food (technically).

Marketing simply means letting people whose lives could benefit from yoga know that you have something that would really help them. If you don?t, you not only miss out on business, but you sell them short of having this benefit in their life. Imagine if you had a flat tire and were having a hard time changing it, and a tow truck was driving by, but he didn?t stop because he felt it would be too pushy to ask you to pay him to help you change your tire!

People miss out on something they want and need when they don?t know about the awesome experience your studio could offer them. Letting them know about this is what true marketing is.

Consideration #6:

Can you accept that while yoga may incorporate energy, spirit and flow, running a business adds a new kind of energy to the mix: money. If you believe your practice is above needing to worry about money, you may be reassured to know that you are not alone. What may be less reassuring is that very few studio owners who hold this perspective stay in business for more than a couple of years.

Perhaps in an ideal world, this would be different, but her, now, today, money is a part of our life. Like other forms of energy, money is simply a way to create change. This may take the form of having a new studio floor put in, donating to charity , or paying your phone bill.

Money is really just another form of energy. And it is the form that every business today requires to exist. We don?t need to worship it, just view it as an important resource. Just as a car needs gas to run, a business needs money. I wish my car ran on something other than gas, but for the time being, I accept that this is how it works. Such is the case that a studio is a business and needs money to operate.

Consideration #7:

Are you really passionate, not just about practicing yoga, but about sharing the art of yoga with others? Running a yoga studio is about sharing your practice with others. Many of your students will probably be novices. Some will do things that make you cringe, others will make you proud to have made their mastering the art possible.

In running a studio, you will be quickly frustrated if you are not comfortable serving beginners, people who like yoga but do it poorly and people who don?t take it seriously, as well as those that are a pleasure to watch practice.

Consideration #8:

Are you willing to make mistakes and learn from them? Success is about mistakes. Just as Thomas Edison tried over a thousand different materials for the filament of the light bulb before discovering one that worked, such is business.

Success is not about doing it perfectly the first time ? striving for this leads to mediocrity. Success is made of trying, failing and learning; then taking what you learned and doing it better the next time.

Sometimes this approach is referred to as ?Fire?Aim?Fire?Aim?? If you?re a perfectionist, running a business may be very frustrating to you. Business is very imperfect, and those who are most successful at it, and who find it most fulfilling, are those who truly understand that things just need to be ?good enough? and not perfect.

Consideration #9:

Are you able to do this without destroying your personal life, should it fail? While no one plans for a new business to fail, and it?s certainly the last thing you want to think about, it does sometimes happen. Plan your divorce while you are still in love.

In other words, you need to design an exit strategy for the business in the beginning. You don?t want to lose your house and have to declare bankruptcy if things don?t pan out. Do your best to make sure you can personally survive even if the business does not. If you can?t, then this may not be the best time to start a studio, or maybe finding a partner or investor to share the burden would help. There are many creative solutions that could work for you.

Consideration #10:

Are you willing to make a thorough business plan? I believe this is the single most important item on the list. The business plan doesn?t need to be in the form a bank needs to lend you money, but it should be complete.

It is unfortunately all too true that ?failing to plan is planning to fail.? A real business plan outlines the way your studio will operate. It defines the kind of people who will come to your classes and private sessions, it estimates how many clients and students you need each month in order to pay the bills. It is like having a map with you when you are on a long road trip.

By the way, the reason that banks want to see a business plan before lending money is because they know that most businesses that don?t have one will end up failing, and they don?t want to lend money if they might not get paid back. Doing a business plan isn?t hard (I frequently guide my clients through this process. There are also numerous books available on the subject at your local bookstore). However you do it, make sure you have a plan.

In Conclusion:

These are among the most important things I believe someone should consider when opening a studio. Take your time, plan it out, then, if it still looks and feels right for you, take the leap.

Owning a studio can be one of the most rewarding things there is. My very best wishes for you on this exciting adventure. I encourage you to take a look at other items I?ve written on running a studio for more guidance (visit my website at http://www.CenteredBusiness.com for weekly articles and free yoga business downloads).

If you are looking for personal, one-on-one support in starting a new yoga studio, you may find our yoga business coaching program extremely valuable. Contact me at coach@CenteredBusiness.com for further information.

Wherever your journey takes you, may you find peace, fulfillment and success.

#5

Ways to Improve Studio Business and Serve More People During the Holidays
Greetings!

I’ve put together 15 very effective techniques for bringing more business into your studio during the holidays (as well as thereafter). But first, I want to begin with a reminder of the foundation of why we do what we do.

As a studio owner, you strive to enhance people’s lives. After all, isn’t that what yoga is about? We bring peace and balance to the busy professional, we ease the pain of someone with an injured back, we help the average person see life in a whole new way. We strive to help people.

I mention this because we sometimes worry that we sound like a tele-marketer when we try to get students or clients to come to the studio. Don’t worry, you don’t! The difference is that the tele-marketer doesn’t care about you, they just want to sell you something for their own benefit.

As a studio owner, your goal is to sell people something that will truly enhance their lives, thus they are glad to pay for it (and will continue to come back for more). Remember, you are providing a very valuable service. You change people’s lives. AND, you deserve to be paid fairly for this – please, don’t sell yourself short.

With the holiday’s coming up, there are many opportunities to share the benefits of yoga with people. These are some of people’s top motivations during the holidays:

They need to buy a gift and don’t know what to get

They are making new years resolutions

They are “challenged” emotionally by some aspect of the holiday experience

They are moved to give to others

With these four motivators in mind, the next step is to select ways to promote your studio’s services and products in a way that will help people with these things. Let’s break up potential students into three key groups:

There are people who know what yoga is, they know they want to do it and they just need to find the right studio.

There are people who are somewhat into yoga, do it intermittently, or have meant to get started with it again, but haven’t. They just need the right nudge.

Finally, there are people who don’t know that they will love yoga (they might not even know what yoga is), but once they try it, they’ll be hooked. These are great people to seek out.

Recruiting new students is usually not a one-step process. First, you want to introduce them to your studio. Once they feel some level of comfort with your studio, then they are ready to buy. Thus, some of the “specials” you offer will not make you much money, but they will introduce new students to the experience of yoga in your studio. Once the person has taken a class, then they are likely to sign up for more.

So with all this in mind, I’m going to go down a list of holiday promotions that may work for you. Note that different ones are better suited for some studios than others. Pick the ones that seem best for your situation:

Gift certificates. People often don’t know what to buy. If you offer them, people will buy them. Make them flexible so they can be used on classes, workshops, merchandise, etc. When they are redeemed, you will accept them just like cash. Consider a discount on them (like 5-10% off face value), since they can bring in new business.

Take phone orders on gift certificates , mail them to the recipient with a “personalized” holiday card. If you do media advertising, you can advertise this. Ideal for someone who doesn’t want to go out and buy a gift. It’s like sending flowers. Someone calls, tells you the amount of the gift certificate, what they want the card to say and who to send it to. They pay via credit card over the phone.

Holiday discounts on longer-term packages . Perhaps a yearly unlimited for $899 or $999. Often, these are the kind of people you want in your studio – they make your studio look good and promote you to others. For most studios (depending on pricing and how you pay teachers), this will earn as much or more than if the same person just got shot-term class cards.

Discount for auto-renew memberships . This one is very effective – it keeps people from letting yoga slip out of their buys lives, and it allows more consistent income for your studio… You automatically charge someone’s credit card at the end of the term for unlimited packages. It can even be applied to class cards (when the card is used up, you charge them for another one and have it waiting at the front desk when they finish the class). Give a 10-20% holiday discount on the first purchase that they apply auto-renew to.

Buy-one get one free. You can do this with merchandise, certain classes. For example: Buy a 6 month unlimited package and get a free 10 class gift card. Or, Buy a 50 class card and get a free 5 class gift card. The “gift card” is a class card that comes with a holiday card (like the gift certificates). Not only does it give an incentive to the purchaser, but it encourages them to give it to someone who may not have considered your studio on their own, but who may become a student after they do.

Whew! This post is getting long… if any of these resonate with you, I invite you to check out our website where you can download the rest of the article, which is in our free newsletter this month.

Warmly,

Al Lipper
Centered Business

#6

What people ask and what people really want to know are two different things. Just because you answer someone’s stated question does not mean that you’ve actually answered their real question. Understanding the underlying question gives you the opportunity to tell them what they really want to know. It gives you a greater opportunity to enrich someone’s life with the benefits that you and your yoga studio have to offer. So, how do you decipher general questions and talk about your studio in a way that builds interest?

Imagine you’re at the grocery store. You meet someone new in line and as you begin to chat, he asks “What do you do?” You explain that you own a yoga studio, talk about the various forms you offer, and go on to mention the intensive training you’ll be undergoing during the summer. It’s only been a minute and you notice he’s beginning to look for an out – shifting his attention from the sales clerk to his watch and back again. In less than a minute, you’ve lost him.

Perhaps you dismiss it as him being disinterested and in a hurry (you are in a grocery store after all). What if, later on, you run into him at the doctor’s office where he is being treated for chronic back pain? Why didn’t he mention it? Why wasn’t he interested in the benefits of yoga? After all, you teach a gentle yoga class for back pain relief.

This man was a potential student! Perhaps even an opportunity to gain an ongoing client for private sessions. In this situation, you lost potential business and missed a chance to ease someone’s pain. With the right answer, he would have been happy to try yoga, and if his back pain was alleviated he may have become one of your best sources of referrals. What could you have done to change his mind?

People are not used to being open when they first meet someone new. “Small talk” is a way to learn about someone without becoming too intrusive. Questions such as “What can you do for me?” or “Are you someone I can trust?” are typically not the best conversation starters. Instead, we ask indirect questions that we hope will produce the desired answer. Much of this is not something we are conscious of, but observe yourself the next time you meet someone new. What are you really asking? How long does it take for you to lose interest?

When someone asks “What do you do?” what do they really want to know? This is really a polite way of asking “What can you do for me?” For example, if a person responds with “I tow cars to service stations,” this person might come in handy the next time your car decides to die on the way to work.

I want you to never miss an opportunity to connect with a potential student or client again. When someone asks what you do, we’re going to come up with an answer that will leave them feeling like “I want that! Why didn’t I know about this sooner?” Sometimes, this is called a “tag line.” How do we create this intriguing and compelling tag line? First, a couple of guidelines:

You have 15 seconds to catch someone’s interest. We live in a fast paced society of information overload and our attention spans are a reflection of the times.

People like to talk. After saying your brief piece, listen! Don’t just listen; honor them and hear their story. Their story is as important to them as yours is to you.

The key is to identify yourself and then target your specific audience. Here are some examples.

  1. “I’m a consultant. I work with startup firms that are struggling to make a profit.”

  2. “I’m a computer technician. I fix computers and install programs to help them run faster.”

  3. “I am yoga studio owner. I work with people who suffer from chronic physical pain to eliminate their pain, and help them resume their previous active lifestyle.”

These statements are much more compelling than something like, “I own a Yoga studio. We teach various styles of yoga. We also provide advanced classes and private sessions.”

Here’s the formula:

  1. First, start with a short “I am ___________ .” statement (“I am a yoga studio owner.”)

  2. “Next, “I [insert a positive adjective (help, fix, teach, work with, support, etc.)] followed by who you wish to target (“I work with people who suffer from chronic physical pain.”)

  3. After that, give a small description of what you will do for the problem or challenge (“to eliminate their pain”).

  4. Finally, you can optionally add a positive outcome (“and help them resume their previous active lifestyle.”)

Yes, I know that this process starts by focusing on a problem or trouble that people have instead of only highlighting the virtues of yoga. The reality is that most people will not take action just because something is good for them, but they will take action to eliminate a problem or to relieve pain. In other words, people will take action to remedy existing problems that they are aware of in their life. Remember that once they experience the freedom that yoga has to offer, they’ll be hooked. Your duty is to build their awareness so that they take action that will benefit both you and them.

Let’s try some more.

“I teach yoga. I help busy professionals reduce their stress so that they can feel refreshed and rejuvenated at the end of each day.”

“I am a yoga studio owner. I enable people who are searching for spiritual connection to find a higher connection through their physical self.”

“I own a yoga studio. We provide a place for women who feel isolated to discover a deep sense of connection and fellowship with other women who have faced similar challenges.”

You’ve probably noticed that we’re being very specific. You might be thinking, “But I work with all kinds of people.” Of course you do. But, people enjoy feeling specifically catered to. If you’re car’s transmission breaks, who would you rather have fix it: a general mechanic or a transmission specialist? Now, what does this mean for you?

You need to have multiple tag lines (at least three). This means you ask people what they do first (or another appropriate question) in order to determine which tag line to use. This is not “contrived” or “fake”. You are simply discovering how to best explain what you do in a context that is meaningful to them. (I never suggest trying to sell someone on something that you do not genuinely feel will be of value to them- please use your judgment here).

Success Tip! Practice your tag line on your friends first and then try it out for real. (It will take you a few tries to do it smoothly, but it is well worth the effort).

Tag lines are not just for you either! Once you refine the concept on your own, share it with your teachers and staff. They can enhance your ability to help people (and gain students) by describing themselves in a compelling and intriguing way. It also creates greater awareness of the people you are actually serving.

Remember, most students/clients have chosen to devote a few hours per week to yoga whereas you have dedicated your life to it. Yoga may mean something entirely different to them than it does to you. Learn how their yoga practice fulfills your students’ lives and you will be able more people (and create better tag lines). Go out and give this a try. And make sure to have some fun with it. You may be amazed by the results you achieve!

Coach Al Lipper
Business Coach for Yoga Studios
Website: Business Solutions for Yoga Studio Owners

#7

I once knew a great and charismatic yoga teacher that taught in a local fitness center. While the yoga classes were only a part of the gym’s actual focus, they were extremely popular and well known with men and women of all ages. You had to get to class at least 10 minutes early or else there would be no space for you to move. Her classes were consistently packed every week no matter what. This teacher emphasized the whole experience of the class – not just the asanas. She created a warm atmosphere by dimming the lights, lighting candles, and playing soothing music. At the beginning of each class she would tell everyone, “Forget about everything that you have do this week, today, or tomorrow and focus on your breathing and relaxing.” She had a quiet confidence that radiated from her in a way that made students feel “I want to be more like her.” We have all known teachers like this – perhaps you are one yourself.

At one point, she left the center in pursuit of other goals.  Her replacement, while amply skilled in the technical aspects of teaching yoga, lacked the charisma and magnetism of her predecessor.  The studio that used to be packed every Tuesday and Thursday soon held only two or three hopefuls somehow wishing for the energy to return.  Eventually, the fitness center decided to get rid of the yoga program altogether because of poor attendance.

It is important to realize that only half of a teacher’s job is teaching, the other half is inspiring students in a way that creates the best experience for them.  There are times when it is okay to sacrifice more advanced technical ability in a teacher for the teacher who has personality and “magic” about her, but may not be as skilled in advanced technique.  It is far more important to a new student that they feel supported and guided by a charismatic teacher, as opposed to their teacher’s ability to do amazing advanced poses.

How you can create a deeper sense of community in your studio

Lets say, for example, you want to try something new in your life such as fishing.  You get to the fishing store and you don’t really know what to buy or even how to fish.  All the salespeople are helping people who are experienced fishermen and don’t even glance over your way or acknowledge you.  After being ignored for a while, you decide maybe fishing isn’t really for you even though you haven’t actually tried it.  The store may not realize they may have lost a potentially good customer who could have become an expert at fishing.  You would have continued to buy new line, poles, tackle, and other equipment from the store on a weekly basis if they had helped you.  

Now imagine a different scenario.  When you walked in the store someone instantly greeted you and asked if they could help you in any way.  After showing you what equipment you would need for fishing and explaining how to use everything, you felt confident about trying this new activity.  The salesperson made you feel like they cared about your needs, and you even had a good laugh with them.  From then on you associate this good feeling with this particular store, and decide that you will continue to buy from this store because of your initial positive experience.

While the practice of yoga is a bit different from shopping for fishing gear, the experience of the customer has a lot in common.  We like to do things that feel good.  Part of this is the technical side, but the rest is all the other stuff that goes on around the activity.  A first time customer is only trying to find what they want and to know that someone actually cares to help them.  By simply making students feel welcome in your class you have already begun to create a pleasant yoga experience for them.  Students will trust a teacher that is caring and patient with them because they believe that the teacher truly wants to see them do better.  This trust will no doubt be passed along to their friends, who are also interested in yoga, and they may become students as well sooner or later.  The more students you have the more prosperous your studio can be.  

A yoga studio should always want their students to come back to classes and enjoy their time during, before, and after class.  There are many ways to provide a good experience for your student.  It is essential to have at least a couple of positive-energy, charismatic teachers who will draw and keep students.  Remember, you can send someone to a workshop to improve their technical skill, but you can’t really teach charisma.  Another key component is having friendly and warm front desk staff that can support students with any concerns that they may have.  These employees are the ones that will establish a positive association and create good feelings about the overall studio and classes.

Creating warmth and community outside of classes

Another idea to create a sense of warmth and community outside of classes is by giving students an incentive to stay longer.  Offer tea, coffee, cookies, etc. in a seating area where people can socialize before or after class.  You may even be able to have different local stores provide these each day (for free or reduced cost) in exchange for a sign with their name on it, for putting free ads or coupons on the table next to them, or in trade for free classes.

If you don’t have a waiting/community area outside of the space where classes are taught, have a 15-minute break between classes for people to socialize.  Yoga has a way of breaking down barriers and relaxing people so that they feel comfortable around fellow students.  Giving them the space and time to socialize will help them to enjoy their experience of the class even more.  Have front desk staff personally introduce new students to their teacher to help make them feel welcome.  By creating a familiarity with other students, a new student will feel a sense of belonging with the studio and look forward to their next class.

As a studio owner, your goal is to create an environment that makes people want to come before class and stay late. It’s not just about the yoga – it’s about how people feel when they are in your studio, even what they feel when they think about it later in the day. One of the keys to a successful studio is creating an environment where the student’s experience as a whole is truly exceptional.

Coach Al Lipper
Business Coach for Yoga Studios
Website: Business Solutions for Yoga Studio Owners

#8

Have you ever noticed how easy it can be to see what someone else is doing wrong? But then when we hold up the mirror to ourselves, seeing our own issues clearly is like looking into a thick fog. Small business owners in general tend to face this challenge regularly ? they know that they’re not making as much money as they want to, but they don’t know why. This month, we’ll look at ways that you can ?clear the fog? and get more clarity about challenges in your own business and what to do about them.

I was recently working with a client, Barbara, who complained that each month she was losing money in her business. She knew this because while she had the same minimal amount in her bank account, her credit card balance kept getting higher each month. Now you might be saying ?That’s just like me,? or you may be thinking ?I keep way better track of things than that?? In either case, there is usually room for improvement. Consider the following (I’ll use the term ?program? to include drop-ins, class-cards, unlimiteds, workshops, etc. ? basically any ?yoga service? you get paid for). Here are some key questions to ask yourself:

*?Which program, product or service do I earn the most money on each month??
*?Which program, product or servicedo I make the least money on each month??
*?Which is second most profitable? Third??

If you can quickly answer these questions, great ? you’re ready to move to the next step. If not, these are critical questions to answer. If you’re thinking that you don’t like working with numbers and this just doesn’t sound like it matters, consider this.

Imagine your car is making a funny noise and you bring it in to your mechanic. He stands 10 feet away (with the hood closed) and listens to your car rattle and chug, then proclaims ?It sure sounds like it has a problem, but for the life of me, I can’t tell what to do about it.? Sounds ridiculous, right? You expect the mechanic to open the hood, maybe hook up some diagnostic equipment and poke around until he can figure out what’s wrong. The same is true in business. Just as your mechanic can’t fix the problem without first looking to see what’s broken, you can’t get a business (studio or other) to make more money until you know which areas are working (making money) and which are not.

So how do you actually do this? Here’s how. First, get together whatever records you have of who bought what during the past three months (not who took what class, but who paid money for a program or service). Next, you’re going to create a table that shows where you made money and where you didn’t. Look at the sample table below to see where each number came from as you follow the steps ? just do it with one row first (the idea is the same for all the rows). Then, do it for your own studio. Here’s how it works:

March
Program or service # Sold (# of Students, clients, etc. during month) Price Amount paid back to teachers Gross Profit per item Monthly Gross profit for program
Drop-ins 96 $17 $7 $10 $960
10-class card 22 $150 $70 $80 $1,760
20-class card 18 $290 $140 $150 $2,700
1-mo unlimited 29 $160 $56 $104 $3,016
Partner Yoga workshop 8 $70 $35 $35 $280
Intro to Yoga workshop 15 $50 $25 $25 $375
Yoga privates 14 $80 $25 $55 $770

Gross Total/mo. $9,861
NOTE: If this table didn?t get formatted right or looks confusing, please see:
Opening A Yoga Studio, Starting A Yoga Studio, Yoga Studio Business Help

  1. Write down the name of each program or service. (e.g. ?Drop-ins?, ?10-class card?, etc.)
  2. Looking at just the records from last month, next to each one, write down how many people paid for that program or service. I’ll use the ?Drop-ins? row as an example. There were 96 people who paid as drop-ins during this month (March in the example).
  3. For each product or service, write down the price of that item. In the example, the drop-in price is $17.
  4. If you pay teachers per head, write down how much of the price you end up paying back to the teachers (use an average based on 2-3 classes per week for unlimited programs). In the example, teachers are paid $7 per head.
  5. Subtract what you pay teachers from the total price for each item. This is called ?Gross Profit? per item. In the example, this is $17 minus $7 which equals $10 as ?Gross profit.?
  6. Multiply the number sold by the price, and write this in the next column. This is your monthly gross profit for that item. In the example, this is 96 drop-ins times $10 gross profit for each one resulting $960 of gross profit for drop-ins during March.
  7. Add up all the numbers in the ?Monthly Gross Profit? column and you have your total gross profit for the whole month. This is the amount you have available to pay your expenses (rent, utilities, staff, etc), as well as yourself. In the example, this studio had $9,861 to pay their other expenses during March.
  8. Do this same process to create a similar table for the remaining two months.

Now that you’ve done all this, who cares? Let’s look and see. Now we can answer questions like ?Which program was most profitable for this studio during this month?? The answer is clearly their 1-month unlimited (not a surprise ? this is true for most studios that do 1-month unlimiteds with auto-renew). Now here’s a surprise. This studio owner intuitively felt she made a lot of money on drop-ins because there were so many of them each month. In reality, it just takes lots of time processing drop-ins, but it’s really her lowest profit program.

Now that you know, how can you do it better? This is the key. Using the example, there are two key changes to make. This studio owner needs to shift people away from drop-ins and direct them toward the 1-month unlimited. She’ll do this by: a) Raising the drop-in rate to $20 and b) offering a ?special? for first-time unlimited program subscribers to get 50% off their first month of unlimited (remember, it automatically renews each month).

So how did it work? The result was that profit for 1-month unlimiteds jumped to over $4,500 per month (while profit from drop-ins dropped by just $400 per month).

It was a total win-win situation. Students who were afraid to commit to a regular yoga practice became more committed by buying 1-month unlimited programs (and are now enjoying more benefits from yoga in their life).

This studio is now making an extra $1000 a month in profit. The key was simply to sit down for an hour with a pencil, paper and calculator. This is the power of financial evaluation. So, when are you going to do this for your own studio? I know you’re busy, but how many other things that you ?need? to do can have this kind of impact on your business? My challenge to you is for you to make a commitment to do this sometime within the next 24 hours. Set the time aside and just do it (Don’t worry, it doesn’t need to be perfect). Just do it!

I look forward to your new success.

Namast?,
Coach Al Lipper

Business Coach for Yoga Studios
Website: Business Solutions for Yoga Studio Owners
Email: fcoach@centeredbusiness.com
Telephone: (805) 544-3938

ABOUT THE AUTHOR: Business Coach Al Lipper of Centered Business helps Yoga studio business owners more smoothly operate and expand their yoga studio business. His web site provides information and services that help stressed and overwhelmed yoga studio owners increase profits and work less. Check it out at Business Solutions for Yoga Studio Owners.

FREE INFO: Visit the website to get your free expert guide: “The Seven Biggest Mistakes Yoga Studios Make In Their Business - And What To Do About Them.” Contact him today for more personalized guidance or to discuss your yoga studio challenges at (805) 544-3938 or fcoach@CenteredBusiness.com.

#9

[B]As a studio owner, you strive to provide the best you can for your students and clients. [/B]Yoga is a sacred experience for you, and you want to share its essence with as many people as possible.

[B]At the same time, you need to earn enough to pay the bills[/B] and hopefully make a reasonable living, because if you don’t, you won’t be able to stay in business. And if you can’t keep your business open, then how many people will you serve?

[B]A critical part of the business of yoga is about doing what we do in a way that people are glad [/B]to pay for what they receive – no tricks or deception. Just honestly providing something that give people real value.

[B]This month, we’ll focus on making passive income from your studio.[/B] How would you like to increase your studio’s revenue by $2,000 or more each month while helping people at the same time?

[B]Passive income is money that you earn by essentially not directly working for it yourself,[/B] but instead using some other resource you have, like your studio space, that people will pay for. The people you serve will be grateful for your assistance, and you will earn extra income – it’s totally a win-win arrangement.

If this sounds good to you, read on…

[B]Improving Your Studio’s Business Through Serving Your Community [/B]

[B]Running a studio is hard work.[/B] Lots of it. For most studio owners and directors, it’s largely a labor of love – or at the very least, that’s why they started doing what they do. For some studio owners, cash flow can be an ongoing problem, (though for others, it’s just nice to have an additional stream of revenue). Can you relate to this?

[B]Whether you rent the space for your studio, or pay a mortgage, the space is yours 24 hours a day.[/B] Even if you only use it for 6 of them, you still pay for the remaining 18 hours. An excellent way for studios to earn reliable passive income is to rent out as much of the space as possible when you’re not using it.

[B]Consider a studio that has two spaces they can rent out,[/B] a smaller one for $10 per hour and a larger one for $15 per hour ($25/hr. total). If they find people to rent these spaces for just 3 hours each day, 6 days a week (72 hours/month) that’s an extra $1800 per month of income for virtually no extra work.

[B]What’s more, this is usually dependable income that doesn’t change month to month [/B](if you pick the right kind of renters). Now consider that it’s often possible to rent for far more than just 3 hours per day, and many studios have spaces that will rent for more than $25/hr. It’s quite reasonable for a studio to earn an extra $3,000 to $5,000 per month in passive income this way. So, how do you do it?

[B]The key is to pick the right renters [/B](see “Do’s and Don’ts” list below). Some studio owners have horror stories about how they rented their space out to someone who never paid their rent, or who had a rock band practice there and the neighbors called the police about noise…Forget about all that – we’re going to get you good renters. There are usually two types of space a studio has available. One is the yoga class area, and the other may be smaller rooms used for private sessions. Different tenants naturally will be interested in different types of space. Here are some common types of renters.

[B]Possibilities for larger spaces: [/B]T’ai Chi classes, some martial arts (they provide their own mats – charge extra if you store stuff for them), meditation groups, community groups (Addiction management groups like AA, weight-loss groups, women’s groups, men’s groups, some community clubs like investment clubs or Toastmasters), educational lecture series, musical groups (as long as they won’t disturb anyone), adult education classes, religious groups (that don’t have their own space), etc.

[B]Possibilities for smaller spaces:[/B] Massage therapists, Rolfers, acupuncturists, facial and skin therapists, Ayurvedic practitioners, chiropractors, yoga privates (even from teachers who teach at a gym or YMCA), students (of all types), etc.

[B]Coach Al’s list of Do’s and Don’ts for renters: [/B]

  1. [B]Do [/B]Aim for renters who will come in, use the space, leave it as they found it (if not better) and pay rent on time.
  2. [B]Do[/B] Have them pay in advance each month. Or if it’s a one-time event, they must pre-pay (and possibly leave a cleaning deposit).
  3. [B]Do[/B] reserve the right to terminate the agreement for good cause at any time (including not paying rent, damaging your space, disturbing others, etc.)
  4. [B]Do[/B] seek out renters who may feed clients to you. That is, the people who they serve are likely to also be interested in yoga. At the very least, give some free class coupons to the renter as a gift for their students, clients or group members.
  5. [B]Do[/B] put all terms on a simple document that you both sign and date.
  6. [B]Do[/B] be cautious when renting to friends. I’m not saying don’t do it, but consider if this is someone you know always pays their bills on time. You don’t want to get stuck having to choose between friendship and getting paid your rent.
  7. [B]Don’t[/B] get involved in their business – your rent should not depend on how many people show up for them. Charge a flat, hourly rate. They are responsible for paying it even if they don’t show up.
  8. [B]Don’t[/B] start with long-term agreements until you’ve first rented on a monthly basis for a few months to see what the renter is like.
  9. [B]Don’t[/B] feel like you “have to” take a questionable renter because you don’t have other options. Just let them go. Something else will come along and you’ll be glad you waited.

[B]Sometimes having some basic “equipment” [/B]like a couple of dozen folding chairs or a blackboard on wheels available can allow you to rent you space out for many extra hours per month. Even if you have a couple of renters now, think about how you could fill unused studio time with even more.

[B]Usually renters won’t seek you out.[/B] It’s a matter of identifying them (through brainstorming ideas, the yellow pages, internet, community services directory, or whatever means you can think of) and writing down a list with contact numbers. Then go down the list and call them, simply asking if they might be interested in using your space for a small fee.

[B]Think in terms of how the space will serve them and their needs [/B](which may be very different from what your are). If you’re not totally comfortable with this type of thing, it can really help to write up a script before making the calls.

[B]By the way, if you’re thinking that you’ll sound like a telemarketer, don’t worry, you won’t.[/B] You are in a position to really help these people out. Imagine you needed a place to work and someone called you and offered to rent a perfect space to you. Would you be glad they called?

[B]So put some time in this week and get some passive income flowing. [/B]Whether you’re already doing well financially or really need to generate some more money, this is a great way that you can serve your studio and help others at the same time.

Namast?.
[B]
Coach Al Lipper[/B]
Business Coach for Yoga Studios
Website: Business Solutions for Yoga Studio Owners

#10

5 Steps to Studio Success

Today, I am going to share a fundamental formula for running a successful business ? it works for just about ANY type of business. It works for IBM and Chevrolet, and it also works for the restaurant down the street. In fact, I use it with most yoga studios.

Very simply, there are five steps to running a successful business:

  1. Decide who will you serve
  2. Find out what they want
  3. Get it
  4. Let them know you have it AND how it will help them
  5. Give it to them

That’s it. Class dismissed. Okay, so you want some explanation? Let’s take it one step at a time. This will take a few minutes to go though, but I promise it’s worth it. And, at the end, I’ll give you a way to evaluate your own studio. I’ll use an example of Kona’s sandwich shop, a restaurant near where I live, then we’ll also apply it to a studio.

1. Decide who you will serve. You will do far better in business if you can narrow down your audience. Select a niche (or a number of them). I like to consider three criteria in choosing a niche:

a) Can they comfortably afford my products or services?

b) Can I easily reach them (advertise & market to them)?

c) Are they likely to be interested in what I’m selling (Does
it ease some discomfort or provide some pleasure or benefit)?

Kona’s sandwich shop is near a state university. They aim to serve students ? this is their primary target market. Here’s how they do on the niche criteria. First, students are often low on cash, so they sell low-priced sandwiches. You can get a good sandwich and a drink for under $5.00 (they probably couldn’t make it selling sandwiches for $12.95, as downtown restaurants do). Next, students are mostly located on the university campus. They can be reached through on-campus ads, university newspaper, etc. Finally, students need to eat, and a take-out/eat-in place like Kona’s fits their lifestyle well.

What are successful niches for a yoga studio? Back pain relief yoga, pre-natal yoga, weight-loss yoga, stress relief yoga, etc. Many studio owners feel they serve everyone. This may be true, but your students want to feel like you specialize in their needs. If you offer weight-loss yoga, you can probably find potential students at Weight Watchers, Overeaters Anonymous, a local gym, etc. There are clear ways to contact them. If they are already participating in another program to help with weight loss, they can quite possibly afford yoga too.

2. Find out what they want. Kona’s tried serving everything from pizza to baked potatoes over the years, but again and again, they found that students just want a basic sandwich. A low-priced one that is freshly made. So this is just what they serve.
Looking at a studio, even though the class might be the same for some of the niches we’ve talked about, the reason people come is different. You MUST clearly know why these people might want to come to your studio. This means that you want to put coupons that say ?Easier Childbirth and Less Pain ? Try Pre-natal Yoga? in an OB/GYN’s office. But the therapist’s office gets the ones that say ?Did you know that yoga can relieve stress and anxiety??

3. Get it. This means get whatever you need to provide the product or service to your customers. Kona’s got the ingredients and hired a staff of sandwich-makers. This is all they need.
For a studio, this step means that you need qualified teachers and a space to teach yoga. If you sell products, it means buying inventory. That’s it (It’s much easier after doing steps 1 & 2).

4. Let them know you have it AND what it will do for them. The folks at Kona’s are great at this. They advertise in just about everything that the university students read. They provide coupons, because students always want to save a buck. They let students know that the sandwiches are freshly made, taste great and will fill them up. We all seek to avoid pleasure an pain (though most people will do more to avoid pain than they will to gain pleasure). For Kona’s, this means letting students know they will avoid the ?pain? of spending lots of money. And, they will have the ?pleasure? or benefit of having a fresh sandwich that tastes great.

Notice that when we talked about pre-natal and stress-relief yoga, we addressed this too. Pregnant women spend time in Ob/Gyn offices, so we want to put coupons or postcards there. And, we don’t use generic ones either ? they are simple and specific. Basically, they say ?you won’t feel as much childbirth pain if you come to our studio and do yoga!? That’s all it takes to persuade many women to give it a try.

5. Give it to them. This means that you have to provide whatever your selling in a comfortable and convenient way. No one wants to wait in line too long for a sandwich, nor do they want to have no place to sit and eat it. Kona’s has a sandwich assembly line with one person putting on each layer of the sandwich, so the customer gets it quickly. They provide lots of indoor and outdoor seating so customers receive a positive dining experience.
Kona’s has been one of the most successful sandwich restaurants in town for over 20 years.

In our sample studio, this is where the ?rubber meets the road.? I believe in giving students an ?Exceptional Experience? (as I’ve talked about in past newsletters). When a students leaves your studio feeling like they are truly a being of spirit and light (or their back hurts less, or they are losing weight, etc.) then you have successfully delivered what you promised. Not only will they be back, but they will bring their friends.

Now let’s apply it to your studio. Ask yourself the following questions:

  1.  What niches do I serve? Do I advertise or market to them specifically (or do you just post generic yoga fliers everywhere)?

  2. What is the real reason they might want yoga? What pain or discomfort in their life do they hope it will ease? What positive benefit will it provide?

  3. Now that you know what they want, ask yourself: Do I have the staff and space I need to serve these people’s wants and needs?

  4. How am I targeting these potential students? Where do they spend time? Am I clearly letting them know what results they will see in their life from yoga (or do I just let them know they can come to my studio for yoga, but figuring out the results are their business)?

  5. Am I providing an exceptional experience to my students and clients? Do they leave my studio feeling ?Wow, that was great!?

It takes some patience to go through these (and some brutal honesty), but I have yet to see a studio that has completed these steps thoroughly and is not successful.

Namast?,
Al Lipper
Coach Al Lipper

If you found this information insightful, pass on the good fortune to others right now. Thank you!

#11

[B]This month we’ll look at a technique for reducing stress while making your time more efficient [/B](This topic is taken from the Mastering Life Focus program).

[B]A number of years ago, a story appeared in the Los Angeles times. [/B]It seems a man was sitting in his living room one Sunday afternoon, feet propped up, watching TV, eating chips and drinking a soda. Totally relaxed, thoroughly enjoying his day. Not a care in the world. Suddenly, without warning, the wall of his living room explodes into pieces as a Los Angeles city bus crashes into his home before coming to an abrupt stop. The man is unharmed, still sitting there with his feet up and a corn chip in hand. But now with a look of utter disbelief on his face as he stares into the tall glass windshield of the bus which is now facing him from where his TV used to be.

[B]Some of us are prepared for such occurrences ? we anticipate they will happen and we are sure to build walls that not even a bus can penetrate. [/B]?That’s ridiculous. What is he talking about??, you ask. You see, many of us spend hours of our days (not only while awake, but also in dreams), worrying about anything and everything that can possibly go wrong. Okay, so maybe planning to deal with a city bus crashing into your studio is a bit much, but think about all the things that you worry about which may not be as extreme, but still hurt your business. (More on the bus story in a minute) I know studio owners who say things like:
[ul]
[li]I won’t hire anyone new because they might not work out and then I’d need to fire them. (I’ll stick with the mediocre staff I have ? at least I know their weaknesses)[/ul][ul][/li][li]I don’t want to implement an auto-renew program because someone might not like it and tell all their friends that they didn’t know they were on an auto-renew program and then no one will come to my studio anymore.[/ul][ul][/li][li]I don’t want to sell merchandise (even what we use in class), because then I’d need to figure out what to do if someone didn’t like what they bought and returned it. If this happened a lot, I could lose money. I’d better not sell anything.[/ul][ul][/li][li]I don’t want to put out an email newsletter because if I write about a student and make a mistake they could complain and even sue me.[/ul][B]My question to you is this: [/B]Where in your own life (business or personal) do you spend time and energy worrying about things that might possibly go wrong? How much emotional energy does this take each week? How much time?[/li]
[B]When we focus on what might go wrong, we defeat ourselves. [/B]First, we use up time and emotional energy. Next, if you follow the law of attraction, we attract into our lives exactly what we don’t want. Also, if you devoted all this time and emotional energy to achieving something that you [I]do [/I]want as a part of your studio (or of your life), imagine what could you achieve?

[B]There is a big difference between playing at life to not lose and playing to win. [/B]Virtually anyone in history who make any kind of a difference in the world played to win. Think of Gandhi, Mother Theresa, The Dalai Lama, or whomever you personally admire.

[B]Henry Ford once said ?Obstacles are those frightful things you see when you take your eye off the goal.?[/B]

[B]So, how do we choose what to devote time and energy to? [/B]I often recommend a simple model, called the Circle of Influence. Imagine there is a circle around you. Inside the circle is everything in your life that concerns you AND which you have a reasonable degree of influence over. Things like the friends you have, what you eat for lunch, what you spend your money on, what type of work you’ve chosen, etc. Outside of this circle are all those things that you care about ? maybe very deeply ? but which you have very little or no influence over. This might be national or world politics, the weather, what choices most other people make in their lives, etc.

[B]Now you get to make a choice. [/B]Once you’ve made this distinction, you may choose to focus nearly all of your time, energy and resources on those things within your circle. Sure, you care deeply about those things outside of your circle, but spending time worrying about them won’t improve them. On the contrary, often when we focus on things inside our circle, it expands. Soon we find that we have more influence in the world than we did before.

[B]What things in your studio ? and in your life ? fall inside your circle of influence, and what falls outside of it?[/B]

[B]The bottom line is this. [/B]Spend nearly all your time, energy and focus on the goal you want to reach. Only deal with those potential obstacles that clearly lie ahead in your path.

[B]As far as the guy with the bus in his living room goes [/B], it turns out that the bus was stolen. In fact because it was stolen, the city refused to take responsibility for the damage. In the end, you can’t prepare for everything. You can waste a lot of time trying, but there will always be the chance that a bus drives though your living room. Deal with what you need to and trust the rest will work out. If I might make a request: What is one area of your studio that you stress about, but which you could realistically let go of and be willing to just let go of worrying about? Okay, now do it ? I know if feels like a giant leap sometimes, but remember, many great souls have already proven this path for you. Go in peace.

[B]Namast?,[/B]

[B][I]Al Lipper[/I][/B]

[B]Coach Al Lipper[/B]

If you found this newsletter insightful, pass on the good fortune to others right now. Thank you!

Al Lipper is a master business coach, business teacher and writer. For more information on how to reduce your workload while increasing studio profits, see www.centeredbusiness.com.

#12

Most months I talk in depth about specific strategies that help studios improve business. This month, we?ll focus on the 10,000 foot view of how some of these pieces fit together. I?m going to share the story of how one studio owner put a handful of techniques together to significantly improve his studio?s attendance and income.

Often studio owners approach me asking for guidance on improving their studio.
?Al, I need more business ? there just aren?t enough students coming in,? they say. Often followed by ?I?m working my butt off and still it?s not enough.? Some people say these things with an expression of concern for the future, and others ? you can hear it in their voice ? have a deep fear about what might happen. What they haven?t yet put into words is usually something like ?I don?t know if I can pay my bills this month, and I?m afraid I am going to have to close down my studio.? Or other times, it is ?I?m working so hard just to keep things barely afloat ? I can?t do this much longer.?

Whatever the case, there is a solution.

Roger contacted me for business coaching because of concerns with the marginal income of his studio. After several weeks, he began the implementation of a variety of concrete improvements in his studio. Here?s what he did?

  1. He provides all new potential students with a ?Welcome Packet.? The packet is a nice-looking folder which includes a color brochure about the studio, how yoga can help people in their lives, an intro article with pictures of smiling people doing easy asanas, and a CD of yoga music with his studio?s name and contact info printed on it. In addition, it contains a coupon for a new-member special promotion (a $50 six-session intro series or 40% off any other class-card or program with auto-renew) and a welcome letter personally signed by Roger.

He explains that this has increased his new student sign-up rate by almost 20%. It makes people want to come back, and it supplements his front desk person who he admists “may not be the best person in the world for getting new students.”

  1. He has implemented a call-back program for former students ? the regulars and semi-regulars that left and never came back. He goes down the list of these people and has a friendly and personable work exchange person call them and simply explain that they are looking for ways to improve the studio and ask the former student why they left (This is done from a point of view of ?I would love your feedback so we can improve,? but never ?Hey, why did you stop coming??)

The results? Roger has found that more than 50% of the time it brings students back! At first he thought it would feel intrusive, but what he found is that these people are actually flattered to get the call and be asked. They often end up deciding to come back without the topic ever even being suggested.

  1. Roger started tracking the results of advertising. Instead of just putting ads in the paper and local magazines, he now tracks how many dollars worth of new business he gets from each of these efforts (See past articles or the home-study program for specific methods for doing this). He knows that for advertising to be worthwhile he should earn at least 1.5 times what he spends on it. Now he knows what his return on each advertising dollar is.

Roger was amazed to discover that much of his high-priced advertising barely broke even, if that. He?s cancelled all of his newspaper and magazine ads and finds that his studio makes more money than it did with these ads running. He had been spending more on the ads than they brought in as new business.

  1. Instead of ?traditional? advertising, Roger has found something better ? and cheaper. He has implemented a referral and networking program consisting of free classes for local business owners (who now have become business alliance partners) and improved internet marketing (again, I have gone into more detail on this in past articles and spend two sessions of the home-study program describing how to implement this). Both of these methods have been very effective in getting new students in his studio.

It?s not a single magic bullet for most studios, you see. Rather it?s a combination of specific methods and techniques that work together to significantly improve a studio. Note that not only has Roger increased his income from the studio, but he is now able to share yoga with more people and has the satisfaction of knowing he?s making their lives better. It took Roger less than three months to implement these changes and experience the results.

What is your next step? What are you going to do today (tomorrow at the latest) which will bring in more students, improve income or allow you to work less? Remember, every journey of 1000 miles begins with a single step. What?s yours?
Namast?,

Al Lipper

Coach Al Lipper

#13

[B]Most months I talk in depth about specific strategies[/B] that help studios improve business. This month, we?ll focus on the 10,000 foot view of how some of these pieces fit together. I?m going to share the story of how one studio owner put a handful of techniques together to significantly improve his studio?s attendance and income.

[B]Often studio owners approach me asking for guidance[/B] on improving their studio.
?Al, I need more business ? there just aren?t enough students coming in,? they say. Often followed by ?I?m working my butt off and still it?s not enough.? Some people say these things with an expression of concern for the future, and others ? you can hear it in their voice ? have a deep fear about what might happen. What they haven?t yet put into words is usually something like ?I don?t know if I can pay my bills this month, and I?m afraid I am going to have to close down my studio.? Or other times, it is ?I?m working so hard just to keep things barely afloat ? I can?t do this much longer.?

[B]Whatever the case, there is a solution.[/B]
[B]Roger contacted me for business coaching because of concerns with the marginal income[/B] of his studio. After several weeks, he began the implementation of a variety of concrete improvements in his studio. Here?s what he did?

[B]1.[/B] [B]He provides all new potential students with a ?Welcome Packet.?[/B] The packet is a nice-looking folder which includes a color brochure about the studio, how yoga can help people in their lives, an intro article with pictures of smiling people doing easy asanas, and a CD of yoga music with his studio?s name and contact info printed on it. In addition, it contains a coupon for a new-member special promotion (a $50 six-session intro series or 40% off any other class-card or program with auto-renew) and a welcome letter personally signed by Roger.
[B]He explains that this has increased his new student sign-up rate by almost 20%.[/B] It makes people want to come back, and it supplements his front desk person who he admits “may not be the best person in the world for getting new students.”

[B]2.[/B] [B]He has implemented a call-back program for former students[/B] ? the regulars and semi-regulars that left and never came back. He goes down the list of these people and has a friendly and personable work exchange person call them and simply explain that they are looking for ways to improve the studio and ask the former student why they left (This is done from a point of view of ?I would love your feedback so we can improve,? but never ?Hey, why did you stop coming??)
[B]The results? Roger has found that more than 50% of the time it brings students back![/B] At first he thought it would feel intrusive, but what he found is that these people are actually flattered to get the call and be asked. They often end up deciding to come back without the topic ever even being suggested.

[B]3.[/B] [B]Roger started tracking the results of advertising.[/B] Instead of just putting ads in the paper and local magazines, he now tracks how many dollars worth of new business he gets from each of these efforts (See past articles or the home-study program for specific methods for doing this). He knows that for advertising to be worthwhile he should earn at least 1.5 times what he spends on it. Now he knows what his return on each advertising dollar is.
[B]Roger was amazed[/B] to discover that much of his high-priced advertising barely broke even, if that. He?s canceled all of his newspaper and magazine ads and finds that his studio [I]makes more money[/I] than it did with these ads running. He had been spending more on the ads than they brought in as new business.

[B]4.[/B] [B]Instead of ?traditional? advertising, Roger has found something better ? and cheaper.[/B] He has implemented a referral and networking program consisting of free classes for local business owners (who now have become business alliance partners) and improved internet marketing (again, I have gone into more detail on this in past articles and spend two sessions of the home-study program describing how to implement this). Both of these methods have been very effective in getting new students in his studio.
[B]It?s not a single magic bullet[/B] for most studios, you see. Rather it?s a combination of specific methods and techniques that work together to significantly improve a studio. Note that not only has Roger increased his income from the studio, but he is now able to share yoga with more people and has the satisfaction of knowing he?s making their lives better. It took Roger less than three months to implement these changes and experience the results.
[B]
What is your next step?[/B] What are you going to do today (tomorrow at the latest) which will bring in more students, improve income or allow you to work less? Remember, every journey of 1000 miles begins with a single step. What?s yours?
Namast?,
Coach Al Lipper

Al Lipper is a master business coach, business teacher and writer. For more information on how to reduce your workload while increasing studio profits, see Business Solutions for Yoga Studio Owners.

#14

[B]Ariel?s studio was struggling badly. [/B]When we first spoke, she told me that she had taken out a loan for $10,000 and was now using cash advances on her Visa card to make payments on it. She had a sad, sinking tone to her voice. As she described her studio, it was clearly a warm and vibrant space; she had several good and committed teachers as well as a location in a relatively affluent community. What?s more, her nearest competition had closed down six months earlier because the owner moved to Texas. Ariel?s voice had a glimmer of hope as she described her vision for what the studio could become. She just didn?t understand why she ?always seems to get so close, then things fall apart.? It was interesting that she had put it this way. After working together on her studio for just a few weeks, I saw what she meant.

[B]We developed a plan for implementing an auto-renew program[/B] as an initial way to increase revenues. She signed up with a credit card company, she developed an agreement form for students to sign, then “got busy” and never seemed to actually get the program going. Then there was the intro workshop that actually made $500 profit. But coincidentally, she needed a new computer for the studio. The $900 price more than consumed the profits from the workshop. It quickly became clear to me. Before the studio could have a hope of succeeding, something much more fundamental would need to change for Ariel. It wasn?t about better marketing or revising her pricing. My next question was simple.

[B]?What is money?? [/B]I asked, ?What does it mean to you??

Ariel started out, ?It means paying the bills, putting food on the table. It means never having enough, it?s stressful, overwhelming, confusing?I just want to become a monk sometimes.?

[B]I asked again, “What is money really?”[/B]

She spoke more quietly now, ?You have to be so careful or people think you?re greedy. Yoga is about sharing love, it?s not about money. You don?t want people to think you?re just in it for the cash or they?ll think you?re not sincere. Besides, how many rich people do you know who have their act together??

[B]Her voice was louder and more emotional now[/B], ?They just use money as a fa?ade. They?re not real. They?re just snobs.?
She took a deep breath and sighed.

One more time, I asked ?What is a lot of money??

[B]More directed and almost angry[/B] now, Ariel responded ?It sounds good, but they?re all fake ? the snobs ? they don?t have real friends. I mean who wants to hang out with someone who?s fake and plastic and doesn?t even know who they really are??

[B]She took another breath and concluded[/B], ?Why are you asking me this? I don?t want to be rich, I just want enough money to get by.?

[B]Now I understood.[/B] ?I just want enough money to get by,? was what Ariel wanted and that?s exactly what she got. Week after week, month after month. You see, we all have unconscious beliefs about what things in the world mean, and one of them is money. We live our lives in a way that supports these beliefs ? that makes them come true ? as best as possible. Ariel believed that money was stressful, overwhelming and confusing. She also felt that people with money were snobs and not worthy of having friends ? quality friends would leave a person who had money. Finally, she believed she wanted to have only enough money to just get by. Not surprisingly, that?s all she ever seemed to have. While this is just one example, Ariel is far from alone.

[B]Many of us have equivalent beliefs about money[/B], and often we are not aware of how they play out. For Ariel, this meant that she would sabotage her efforts to make more money. And, if she did make it, she would get rid of it quickly (remember the new computer). You might be thinking, ?Oh come on, Al, I?m not really driven by subconscious beliefs like this. I do what I?m doing because I consciously decide.? Of course you do. But these decisions are usually heavily influenced by our subconscious beliefs. They form the emotions that accompany (and sometimes drive) our decisions.

[B]No, we don?t do it primarily for the money. [/B]Money is just one type of fuel for life. It does not make people good or bad. Money just makes us more of who we already are. If someone is mean and greedy, having money will make them more this way. If they are kind and caring, then they will have the ability to share even more of these qualities with the world.

[B]Money is just an amplifier that makes us more of who we already are.[/B]
[B]Don?t take my word for it. [/B]Ask yourself these questions (or have someone you trust do it for you, and you do it for them). Just freely answer, and write down what comes up (or have the person asking you write them down). For this to work, you have to just be totally open and honest. For most people, beliefs about money started when they were a kid. What did money mean when you were growing up? What does it mean today? What significant life experiences changed your beliefs about money?

[B]Here are the key questions to ask:[/B]

  1. What is money? What does it mean?
  2. What is money really?
  3. What is a lot of money?
    Take a couple of minutes to answer each question. If you get stuck, repeat the question to yourself (or have your friend repeat it). Be sure to write down the answers. Whatever you do, don?t censor your answers or you’re just wasting your time. Remember, you can always tear up the paper when you?re done ? no one else needs to know what you wrote.

[B]When you?re done, look for patterns. [/B]Some people have very positive feelings about money (they are usually well-off financially, though most have experienced large losses when they took big risks in the past). Others have negative feelings about what it means to have money (they are usually in debt and feel like they can never quite get ahead. Money may feel very unfair to them). And many people have mixed feelings, some positive some negative (these folks often end up going through cycles of making money, losing it, then doing the same thing over again. Or, like Ariel, they just get by.)

[B]Many books have been written on the psychology of money[/B], but often this concept of underlying beliefs is the foundation of what they discuss. It is more important to believe that money is important in our lives than to have lots of concrete skills for earning it. The skills will come later if we have the desire.

[B]You are probably not involved with yoga primarily to make money.[/B] But owning a studio is running a business and money is the fuel of all businesses. Even Mahatma Gandhi knew this. Anytime he began a new movement, his first step was to contact a network of wealthy industrialists who believed in his cause and raised literally millions. Then he would begin his crusade.

[B]So what happened to Ariel and her studio?[/B] Once she realized how her beliefs about money had been affecting her studio, she began to see things differently. She told me about a few wealthy people she knew who were really nice. People who she wanted to be friends with. She decided that money could bring her freedom, ability to share with more people, more peace in her life and even a new car.

[B]Her studio began to actually earn a profit.[/B] At first it was small, but increased month by month. She still found herself faced with the tendency to sabotage her efforts at success, but now she began to catch herself and focus on the success that she and her studio deserved. Within six months, her studio was serving 30% more students and earning a moderate profit.

[B]What does this mean for you?[/B] Few people initially feel they have any challenges with their desire to earn money. Perhaps try the exercise above and see if there is potential for improvement. Even ask someone you know who is a financially well off business owner or investor what they think of your money habits. If this area is a challenge for you, then this is good news - it means you?ve found a new way to bring more success to your studio and yourself. Be patient with yourself, but be honest too. Trust in yourself - you really do have what it takes.

Namast?,
Al Lipper

[B]Al Lipper is a master business coach, business teacher, writer and CEO of Centered Business. Business Solutions for Yoga Studio Owners[/B]

#15

[B]I’m going to give you a list of ways that can increase studio profits while at the same time helping people this holiday. [/B]
(If you want to skip directly to the holiday promotion ideas, [Click Here](file:///C:/Documents%20and%20Settings/Jessica/Local%20Settings/Temporary%20Internet%20Files/OLK93/CB%20newsletter11-07.htm#holidays1))
But first, I want to remind you that while we’re used to seeing sales and specials everywhere for stuff we don’t want or need, what makes your use of these different is that you are coming from a place of genuine caring. You’re not in this to just make a buck (I don’t think I’ve ever met a studio owner who was just in business for the money).

[B]How can you bring more students into your studio this holiday season? I’ll show you how.[/B] These are some of people’s top motivations during the holidays:
? They need to buy a gift and don’t know what to get
? They are making New Years resolutions
? They are ?challenged? emotionally by some aspect of the holiday experience and need to release emotions and reduce stress
? They are moved to give to others
[B]With these four motivators in mind, the next step is to select ways to promote[/B] your studio’s services and products in a way that will help people with these things. Let’s break up potential students into three key groups:
? There are people who know what yoga is, they know they want to do it and they just need to find the right studio.
? There are people who are somewhat into yoga, do it intermittently, or have meant to get started with it again, but haven’t. They just need the right nudge.
? Finally, there are people who don’t know that they will love yoga (they might not even know what yoga is), but once they try it, they’ll be hooked. These are great people to seek out.

[B]So with all this in mind, I’m going to go down a list of holiday promotions that may work for you.[/B] Note that different ones are better suited for some studios than others. Pick the ones that seem best for your situation:[ol]
[li][B]Gift certificates.[/B] People often don’t know what to buy. If you offer them, people will buy them. Make them flexible so they can be used on classes, workshops, merchandise, etc. When they are redeemed, you will accept them just like cash. Consider a discount on them (like 5-10% off face value), since they can bring in new business. Make sure you have a sign by your check-in area promoting them. Offer them on the main page of your web site (so everyone checking the schedule sees them).[/li][li][B]Take phone orders on gift certificates[/B], mail them to the recipient with a ?personalized? holiday card. If you do media advertising, you can advertise this. Ideal for someone who doesn’t want to go out and buy a gift. It’s like sending flowers. Someone calls, tells you the amount of the gift certificate, what they want the card to say and who to send it to. They pay via credit card over the phone.[/li][li][B]Discount for auto-renew memberships.[/B] This one is very effective ? it keeps people from letting yoga slip out of their buys lives, and it allows more consistent income for your studio… You automatically charge someone’s credit card at the end of the term for unlimited packages. It can even be applied to class cards (when the card is used up, you charge them for another one and have it waiting at the front desk when they finish the class). Give a 10-20% holiday discount on the first purchase that they apply auto-renew to.[/li][li][B]Buy-one get one free.[/B] You can do this with merchandise and certain classes. For example: Buy a 6 month unlimited package and get a free 10 class gift card. Or, Buy a 50 class card and get a free 5 class gift card. The ?gift card? is a class card that comes with a holiday card (like the gift certificates). Not only does it give an incentive to the purchaser, but it encourages them to give it to someone who may not have considered your studio on their own, but who may become a student after they do.[/li][li][B]New years resolution program. [/B]Create special classes or workshops to help support people with New Years resolutions. After all, most of us can use all the help we can get. Consider things like: [/li] ? Fitness ? ?Did you make a resolution to get in shape for the new year? Have fun and reduce stress while you’re doing it.?
? Stress reduction ? ?Make this year one that’s relaxing and free from stress.?
? Pain reduction ? ?Bad back? Make this year free from back pain.?
[li][B]Offer ?private classes? for parties and celebrations[/B] that holistically-oriented organizations or people might give. Make them very low cost. They are intended to introduce you to new potential students. Then, give away coupons for a free class at the event.[/li][li][B]Advertise holiday specials on your web site.[/B] Many people these days use the internet like they used to use the yellow pages. Make sure yours looks good and has your holiday specials on the main page so people see them even if just looking for the schedule.[/li][li][B]Donate on-site yoga classes to charity events.[/B] At the event, you give away the promotional ?postcards? or fliers. Attached to each one should be a coupon for a free yoga class (yes, even if you already offer the first class for free for everyone).[/li][li][B]Offer one-time free holiday classes[/B] for people who are totally new to yoga. Specifically advertise them as being for people who ?don’t know one end of the mat from the other.? Make it clear that it is for total beginners who are just curious. Have them call to reserve a spot, or just show up. Mention that space is limited, so they reserve a spot to be sure. People are more likely to value something that they think is in high demand or ?limited.?[/li][li][B]If you do retreats, offer an ?after the holidays? retreat[/B] or ?Vitality for the new year? retreat.[/li][li][B]Offer special holiday workshops.[/B] These are one-time yoga classes that give people something help them relax after they’ve been at the mall fighting to get last minute gifts or at aunt Edith’s for Thanksgiving and Uncle Harry is arguing politics with everyone one and it feels like being in a zoo. Give people some tools for going to a place of peace and centeredness amidst the chaos. Advertise workshops with names like: [/li] ? ?Finding peace and balance amidst holiday chaos?
? ?Escape from the holiday rush?
? ?Getting centered for the holidays?
[li][B]Donate 10-25% of proceed[/B]s from a certain type of sale or purchase (e.g. all class cards) to a charity that yoga-oriented people are likely to support. Local charities are best.[/li][li][B]Holiday[/B][B] discounts on longer-term packages[/B]. Perhaps a yearly unlimited for $899 or $999. Often, these are the kind of people you want in your studio ? they make your studio look good and promote you to others. For most studios (depending on pricing and how you pay teachers), this will earn as much or more than if the same person just got short-term class cards.[/li][li][B]Give out promotional ?postcards? to business[/B][B]es[/B] that serve the same clientele. These look like postcards, but aren’t ? they have a picture of someone in a nice, beginner pose along with some info on what benefits people get from yoga. These should have some type of ?holiday special? on them. Be sure to have your phone number, address, web site and email clearly printed. Businesses that sell products to similar types of customers (health food stores, natural medicine centers, etc.) will often let you leave a stack of cards.[/li][li][B]Have ?Special? free holiday yoga classes[/B] for people with particular problems. The idea is to introduce yoga to people who will benefit from it, but don’t realize it yet. You can target groups like new moms, people with bad backs, etc. Make it clear that they are intended for people with little or no yoga experience.[/ol][B]Use the internet to promote these! [/B]Send out a series of emails (more frequent as the holidays approach) that let people know what you have to offer. For more on how to do this easily, see some of the other info on the CenteredBusiness.com web site. [/li] [B]So there you have it - some of my favorite holiday promotions. [/B]There are more on the list (not to mention dozens of everyday, non-holiday techniques that I cover in the Home Study Studio Owner’s Success Program), but I think these should give you a good start.
[B]A few general notes: [/B]With any of these techniques that involve initial contact with either a new/potential student, or a someone buying a gift, be sure to get their email address for future promotions. Remember, if they are happy with what they got, they will be glad to hear from you in the future.
[B]My very best wishes to you for the holidays.[/B] During this busy season, please take time to nurture yourself and your spirit. For all you do for others, do not forget to give to yourself. Go in peace.

Namast?,
Coach Al Lipper
Al Lipper is a master business coach, business teacher, writer and CEO of Centered Business. Business Solutions for Yoga Studio Owners