Expert: Sean Trapani - 1/16/2005

Question
Hi Sean,
I am a licensed acupuncturist living in Nashville, TN. anticipating beginning my first practice this Summer. I plan on moving into and renting a 2 B.R. home, converting 1 B.R. into a clinic. Of course I'll have to locate in a commercial zone or commercial/residential zoned area.
If I am forced to, because of availability and financial reasons, have to rent in an area which is not easily accessible from main roads, what would be the best way to inform new clients how to get there. I'm a former nationwide truck driver and plan on marketing heavily to truckers in the beginning. They have their share of aches, pains, vision problems, etc., and don't mind spending their money on anything, and coming to a former over the road truck driver would seem to be a good incentive to them. They might really help out in bringing in new clients at start up when money is always short. Several may drop in from out of state and, unfamiliar with the area and on a schedule, may want good directions before they arrive in Nashville. I won't be able to mail the directions or call them as some are always out on the road somewhere. I thought of faxing them to traveling people,(mostly who would be the long distance truck drivers), but some may not have a fax machine in their trucks, and finding one might prove to be an inconvenience for some of them.
What might be the best way to send these drivers and other new clients directions to my clinic? Telling them on the phone seems a bit clumsy and confusing, although I could I suppose. I guess I could just mail the directions to people, but they would have to be those residing at known, permanent addresses. I thought about creating a website where anyone could go and see a map of the directions or a text explanation of them, but I'm just thinking that might be a little costly, as I'll be trying to be as conservative as possible with spending during start up.
Would you have any suggestions on the best, least expensive, and most professional way to get directions out to all my new clients?

Thank you greatly for any assistance!

Sincerely,

Mike Eidson, LAc.

Answer
Mike,

Thanks for writing. Your business sounds exciting - and, since you know your customers well, I think you're already on the road to success (ouch).

First of all, I want to encourage you to build a website regardless of your directional needs. There is simply no excuse for anyone with a commercial presense to not have a website. The reality is, people need time to make purchase decisions - especially when their health is involved. You'll want to describe your services, explain your benefits, tell your personal story, list your fees, and yes, provide the mechanism to "close the deal," including your physical address. You can go through services like Yahoo! to create and host a website for probably around $15-25 a month. That's a small price to pay for a 24/7 sales tool.

If you're looking for other simple ways to communicate your address, you can always create a message prompt on your phone, "press 1 for directions to my clinic; press 2 to leave a message, etc." And, as far as your current clients go - it's best to send them a personal note, along with a map. If you count on your current clients for referrals, you might want to include a "first-timer's free session" coupon that has your directions on the back.

Best of luck, Mike.

Sean T.