YOUR BIZ IN MR. ROGERS NEIGHBORHOOD
(May/June 2003 Issue)

Fred Rogers passed away about a month ago. If there ever was an example of "do what you love and the money will follow," and living your passion, Fred is it. We're all familiar with the cardigan-wearing host of Mister Rogers' Neighborhood who likes us "just the way we are." When you think of Fred, Mister Mc Feely, King Friday, Lady Elaine Fairchild, do you think of big business? Well, it was big business. Millions and millions of dollars went into production, and syndication of that show. Fred Rogers netted a very handsome compensation for his work.

That's the image your Private Practice should have. It's you. It's big business. but a business of service, integrity, personal attention. It's important to know the difference between running a business of career consulting, and running a private practice in a business-like manner.

There's a crucial difference between your Career Counseling private practice and a Career Counseling or Outplacement "business." When you are clear that you're doing a private practice, not a business, you'll also be clear on several aspects of running your private practice. The main distinction lies in how you attract and enroll customers (clients, in the case of a career advisor).

A business relies on an impersonal system of advertising, public relations (media events), brochures, and corporate accounts. These methods are impersonal in that, while they may describe a very personalized service, the ads, brochures, etc. can be used no matter which associate of the business is actually involved in running the show. A business usually has clear distinctions between sales and service. It has a sales person to explain and close the deal, and a distinct and separate service team to fulfill the sales contract.

An outplacement business relies on impersonal decision making, too. Human resources contracts with a firm for services. The services are performed by people the Human Resource Manger has never met, and delivered to people he also may never have met. It's 100% business. Your private practice is different.

In a private practice one and the same person handles sales and fulfillment, plus all the other details of setting up and running the business. Thus, a private practice relies less on advertising, brochures, etc. and more on personal reputation and visibility. "PR" in your private practice doesn't mean hiring a big firm to coordinate a media event; it means you get in front of rotary clubs, job clubs, bookstores, association meetings, etc., and share your unique spin on the career counseling process.

A well run business can and should be designed to run [eventually] without the owner present. A successful entrepreneur starts a business, but it's only when it is able to operate without him/her, so the jobs and tasks to be done are independent of the people performing those jobs at any given time, that it is really a "business." On the other hand, a private practice is you. You can't be replaced (although for your own sanity, you should have backup support).

The decision to go into private practice is a decision to make yourself known as a very powerful source for information and help in people's career satisfaction and success. You should run your private practice in a business-like manner, but not primarily with business-like advertising, PR, or sales methods. Rather, you will build the practice on personal visibility and credibility, combined with your unwavering commitment to excellence and results.

So, while you do have to treat your private practice like a business in terms of being serious about your money, professional in your dealings with the public, you won't be doing much advertising, sales, and fancy brochures and marketing. Instead you'll rely on building a group of people who know you. A group of people with whom you have some relationship and credibility. This group will be your source of referrals.

Your "business" will be built on referrals, not advertising. Word of mouth recommendations, not impersonal sales brochures. In that respect, it will last a lifetime. While a business will cease operations when it stops advertising and sales, your private practice will endure as long as you keep a place in the minds of the referral base you develop over time.

Jack Chapman is author of:
Negotiating Your Salary: How to Make $1000 a Minute
He is a career consultant in private practice and runs ongoing support and training teleconference sessions for career consultants in private practice.
He can be reached at 847-251-4727 or jkchapman@aol.com.