Most everyone knows it’s a small world. Supposedly each of us is, on average, six personal connections away from every single person on this planet. Huh. Well.

Seems like knowing where you are in your clients’ circles would make the help you give reach that much farther.

Here’s a circle I’ve recently studied. Just like your practice, every circle is different. I’m not suggesting that Kristen’s circle should be your goal. I’m suggesting that you should examine how your clients may interact, overlap and orbit around you. You may discover a new way to connect.

Kristen Rubis, focuses her practice on women who will soon be giving birth and who have recently had a baby, and on kids.

I met Kristen while taking her pre-natal yoga class. Several women from my class started a Yahoo group called OlyMamas. We use OlyMamas for information, advice and support and organizing outings (with and without [!] kids).

When OlyMamas get together, we, of course, talk about our kids a lot but we also talk about what is available for our own self-care and sanity. Many women who have joined OlyMamas in the last year were refered by friends. They didn’t reach us through Kristen.

But Kristen keeps getting mentioned. She has become known as a go-to source when the rest of us are stuck or addlepated. An Authority. We know Kristen has information that can help us or at least point us in the right direction.

Kristen will send us to an OB/GYN she has heard good things about, or a family naturopath she has worked with, or turn us on to a family-friendly trail on the Lower Skokomish. We share information with our friends (and, oh by the way, book a session or sign up for a class). And so the circle expands.

What should have more attention paid to it is how that circle spirals back to the center, too.

Stuff about OB/GYNs, etc. is the sort of information you would expect to get from a yoga/MT practitioner with Kristen’s focus. Here’s what spirals back: Opportunity.

Kristen, being alert and open, collects information from us. She knows which family photographer we like, which odd jobs guy and lawn services we use, and which gymnastics school has open-play during the week.

If I were Kristen and I had several former students recommend, say, the same family photographer, I’d start seeing about building up a business relationship with this person. Maybe something as simple as an agreement to hand out each other’s business cards. Maybe look into some sort of coupon or referal system.

Take a look at what’s coming to you from the outer reaches of your circle. You know what kind of clients you attract. What kind of services are they likely to use? Who have you heard mentioned a couple times?

Seniors and busy professionals are likely to have a lawn service or a favorite fix-it guy. Great. What are their names? Would these businesses be willing to hand out your Open House flyers in exchange for a mention in your newsletter or brochures in your waiting room? Call and find out.

Perhaps your favorite clients all work within a six block area (eg: government or college campus) and you want more clients like them. Okay, so then most of them eat lunch or get coffee at the same places. Or nails or DVD rental or shoe repair. Which one has the best service/healthiest food/most positive client comments? Have you heard which one is trying really hard to be green/support a family/save the whales? Assemble a Father’s Day/back to school/spring equinox package. Think about working together or, at least, side by side at the next health fair/fundraiser/night out.

Absolutely, health food stores, beauty shops and gyms are very logical places for you to place brochures or business cards. But stepping outside the usual is a little more exciting and invigorating, yes?

Anyone given this a try lately? Report!

All my best,
Eileen