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muriel jean-jacques consulting and training / Karuthera

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Healthcare institutions seeking to reduce employee burnout and turnover through investment in training and consulting services that promote balanced living among their healthcare professional staff.

Audience Type

  • B2B
  • Hospitals, Healthcare Institutions

Industries (if B2B)

  • Healthcare

Needs – Primary Buying Considerations

  • Reduce employee turnover and burnout
  • Improve employee happiness and satisfaction

Demographics

  • Geography: France
  • Business Size: Medium to Large Healthcare Institution (serving a significant number of healthcare professionals)

Psychographics

  • Value employee well-being and professional development
  • Facing the challenge of high turnover and burnout rates
  • Looking for specialized healthcare-focused consulting and training
  • Decision-Making Roles:
  • Primary Decision Maker: Human Resources Manager, Training Manager
  • Secondary Decision Influencers: Executive Management, Department Heads
  • Support Roles: Administrative Support

2. My Message to My Target Audience

Refined Elevator Pitch

  • Muriel Jean-Jacques Consulting and Training, through Karuthera, equips medical professionals with life-work balance strategies, enhancing communication skills and time management. This transformation fosters both personal and professional growth, and results in less burnout and higher job satisfaction.

Understanding Their Pain Points

  • Workplace stress leading to burnout
  • Difficulty in achieving work-life balance
  • Lack of effective communication skills

Transformation

  • Improved work-life balance
  • Enhanced communication abilities
  • Lower turnover due to improved job satisfaction

Unique Selling Proposition (USP)

  • Tailored training interventions for healthcare professionals
  • Demonstrable reduction in employee turnover post-training
  • Unique focus on personal well-being and professional skill development

Brand Values & One-Liners

  • "Equipping healthcare professionals for satisfied, balanced living."
  • "Transforming healthcare workplaces, one professional at a time."
  • "Your bridge to better communication, lesser burnout and more job satisfaction."

Tone

  • The Karuthera brand embodies a hopeful, empathetic and professional tone. We aim to make our clients feel understood, supported and capable of making tangible changes in their work-life balance.

Hero Text Idea

  • Flag Text: Empowering French Healthcare Professionals
  • Main Headline: Work-life Harmony for Healthcare Professionals through Bespoke Training
  • Sub Headline: Bridge the gap between personal well-being & professional enhancement: reduce burnout, boost satisfaction.
  • CTA: Discover How We Can Transform Your Institution Today

3. The Media I Will Use to Reach my Target Market

Website

  • Improve SEO by creating a blog section, posting regularly about topics like work-life balance, healthcare professional burnout, and effective communication in healthcare.
  • Add clear CTAs on the homepage to sign up or request more information about the services offered.
  • Add a testimonial section to highlight feedback from previous clients.

Social Media

  • Professional platforms like LinkedIn are preferred. Join and contribute to relevant groups. Post case studies, testimonials, and tips for improving work-life balance.
  • Regularly post on Facebook, sharing success stories, or quotes about work-life balance and effective communication.

Paid Advertising

  • Google Ads: Run targeted search campaigns on keywords related to “Healthcare professional training”, “work-life balance coach” and similar.
  • LinkedIn Ads: Promote posts to target HR managers and decision-makers of hospitals and healthcare institutions.

Partnerships & Outreach

  • Outreach to HR managers in hospitals and healthcare institutions. Offer free consultations to showcase value.
  • Partner with healthcare professional associations to offer workshops or webinars.

SEO and Content

  • Regularly publish keyword-targeted blog posts related to work-life balance, communication in healthcare, professional development, etc.

Offline and Local Media

  • Attend industry conferences and events, offer to speak or host sessions.
  • Sponsor local healthcare events to gain visibility.

Online Events

  • Host webinars about work-life balance for healthcare professionals, invite industry guest speakers to draw a larger audience.

Directories

  • List the business on online directories of professional coaches, trainer networks, and business service platforms.

Cold Outreach

  • Identify HR Managers, Training Managers at healthcare institutions in France, reach them via a LinkedIn message or email.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'Reducing Burnout: A comprehensive guide for healthcare professionals'
  • '5-Steps to Effective Communication for Healthcare Staff'
  • 'Balancing Act: Achieving Work-Life Harmony in Healthcare'

Tripwire Offer

  • 'Introductory Webinar: Achieving Work-Life Balance in Healthcare'
  • 'Work-Life Balance Assessment & Personalized Recommendations'

Welcome Sequence

  • Welcome Email with Intro & Lead Magnet Download
  • Follow-Up Email Offering Tripwire
  • Follow-Up Emails with Testimonials and Case Studies
  • Offer for a free consultation call

Segmentation

  • Segment on the basis of Organization Size & Type
  • Segment on the basis of Interest (Topics like Work-life Balance or Communication skills)

CRM Improvements

  • Implement a CRM like HubSpot or Zoho to track interactions, follow-ups, and conversions

Chatbot and Automation

  • Implement a chatbot on the website for instant responses
  • Set up email automations for welcome sequence and follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: Zoho CRM, ideal for small businesses
  • Automation capabilities: Automated emails and follow-ups, customer segmentation, reporting

Sales CRM

  • Recommended platform: Pipedrive, designed for small teams
  • Pipeline tracking process: Customizable stages to match client's sales process

Automated Follow-Ups

  • Post-opt-in: Welcome sequence
  • Other triggers: Engagement with content downloads, consultation booking

Newsletter

  • Frequency: Bi-weekly
  • Topics: Case studies, latest blog posts, industry news

Retargeting & Ads

  • Platforms: LinkedIn Ads retargeting, Google Ads
  • Goals: Increase brand awareness, drive consultations

Social Media and Content

  • Posting frequency: 2 times a week on LinkedIn and Facebook
  • Content types: Blog post highlights, client testimonials, industry updates

Webinars and Events

  • Cadence: Bi-monthly webinars
  • Purpose: Offer free advice, showcase expertise, collect sign-ups

Other Nurture Channels

  • Recommended tool: WhatsApp for Business for one-on-one engagement
  • Strategy: Send personalized tips or reminders, offer clarification on services

3. Sales Conversion Strategy

Sales Process

  • Start by improving the current sales process: contact, meeting, contract, delivery.
  • Implement a pre-meeting discovery call to understand the possible client needs and tailor the sales presentation accordingly.
  • Develop a post-meeting follow-up process to handle any objections, questions or hesitations.

Sales Assets

  • Develop an engaging sales script that highlights the benefits of the training program and addresses common objections.
  • Create a high-impact sales presentation or proposal that reflects the client's needs discussed in the discovery call.
  • Establish SOPs to ensure consistent follow-up with qualified prospects.

Testimonials and Case Studies

  • Start collecting testimonials and case studies from previous clients showing reduced turnover and improved employee satisfaction after the training.
  • Feature these testimonials and case studies prominently on the website and in sales materials.

Conversion Rate Insights

  • Implement a CRM system to track all interactions with leads and measure conversion rate.
  • Continuously optimize the sales funnel based on data collected in the CRM system.

Urgency and Offers

  • Add a limited-time discount for first-time clients to encourage immediate signing of contracts.
  • Offer a bundled package of services for an attractive fixed price.

Guarantees and Risk Reversal

  • Introduce a satisfaction guarantee offering a partial refund if the training doesn't effectively reduce turnover and burnout rates.
  • This risk reversal strategy should help reduce hesitation and ease doubts, especially for first-time clients.

Shock and Awe

  • Send a personalized thank you note and a small, meaningful gift after each client meeting (even if they do not sign a contract).
  • These gestures can help differentiate the business and keep it top of mind for potential clients.

Cold Outreach

  • Develop a cold outreach strategy targeting HR Managers and Training Managers at healthcare institutions, introducing the services and benefits of the training program. This can be done via LinkedIn message or direct email with a clear call to action.

Discovery Calls

  • Implement discovery calls into the initial sales process to understand the prospect's needs better, providing the opportunity to tailor subsequent sales presentation and proposals.

Post-Meeting Follow Up

  • Establish a system of post-meeting follow-up to address any objections or hesitations prospects may have after the meeting, keeping the communication channel open and maintain interest in the services.

Referral Program

  • Develop a referral program that incentivizes previous clients to refer new ones by offering a discount on their next purchase. This could help leverage satisfied clients to bring in new customers.

CRM Implementation

  • Implement a CRM system to track and measure conversion rates, allowing the assessment and optimization of the sales funnel based on actual data.

Limited-time Discount

  • Offer a limited-time discount for first-time clients to encourage immediate action and contract signing.

Bundled Services

  • Provide a bundled package of services at an attractive fixed price to incite more value and appeal to potential clients.

Satisfaction Guarantee

  • Introduce a satisfaction guarantee that offers a partial refund if the training does not effectively reduce turnover and burnout rates. This risk reversal strategy could help reduce hesitation and skepticism among first-time clients.

Cold Outreach Strategy

  • Craft a cold outreach strategy targeting HR Managers and Training Managers at healthcare institutions in France, introducing the services and benefits via LinkedIn message or direct email with a clear call to action (CTA).

Thank You Note and Gift

  • Post-meeting thank you note and small, relevant gift sent to potential clients as a surprise and delight element, leaving a lasting impression and differentiating the business from competitors.

Referral Program

  • Set up a referral program, providing incentives to current clients to refer new clients can help to leverage satisfied clients to bring in new customers. By giving current clients something of value (like a discount on their next purchase), you can encourage them to spread the word about your services.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome note providing acknowledgment of the booking for consulting and training sessions.
  • An introductory video tour explaining what to expect in the upcoming sessions.
  • A printable workbook or guide on the topics to be covered during the training.

Communication Cadence

  • Bi-weekly email updates on progress of consulting and training.
  • Monthly video call to touch base and answer any outstanding questions or concerns.
  • Immediate SMS confirmation and reminders of scheduled training sessions.

Client Education

  • Access to a private YouTube playlist with introductory videos on covered topics.
  • Regular LinkedIn posts with discussions and insights on healthcare professionals' work-life balance.
  • Periodic webinars focusing on specific aspects of professional and personal development for healthcare workers.

Personalized Touches

  • Acknowledging client institutions' birthdays or founding anniversary with an email note.
  • Sending a small token of appreciation to the HR or Training Manager post-training.
  • A custom certificate on completion of the training for each participant demonstrating their commitment to personal development.

Visuals and Documentation

  • Provision of before-and-after surveys to demonstrate the impact of the training.
  • Comprehensive reports indicating the improvements in communication and work-life balance among participants.
  • High-quality images and visuals during training sessions to ascertain engagement and retention.

Feedback and Proactive Support

  • Anonymous digital feedback form to gauge satisfaction level post-training.
  • Proactive check-ins at regular intervals to deal with any potential concerns.
  • Periodic satisfaction surveys to rate the quality and impact of the training sessions.

Guarantee or Promise

  • Promise of tangible improvements in work-life balance and communication effectiveness.
  • Risk-free guarantee: if no notable progress observed following the training, the next session is provided for free.
  • Fidelity to healthcare professionals' job demands and specific needs during the training.

Operational Excellence

  • Stringent adherence to scheduled timing for training sessions.
  • High-quality training materials provided digitally for easy access and reference.
  • Trainers maintain a professional yet empathetic demeanor during sessions to promote a comfortable learning environment.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer incentive for multiple training sessions contract
  • Develop annual consulting contracts with discounts for upfront payment

Upsells & Cross-Sells

  • Develop additional modules on related topics for upsell
  • Cross-sell custom training for specific departments or programs

Bundling & Packaging

  • Bundle multiple training sessions into a series with a discount
  • Develop all-in-one training program targeting various aspects of personal and professional development

Loyalty & Retention Programs

  • Implement a loyalty system rewarding institutions for repeated bookings

Custom Services and Personalization

  • Develop white-glove consulting services tailored to the unique circumstances of each institution

Pricing Strategy

  • Offer incentives for long-term commitment such as a discount on future bookings
  • Offer group booking discounts

Customer Data and Insights

  • Implement feedback system post-training to identify areas for improvement and growth opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer training discounts to institutions that refer new clients
  • Provide exclusive free coaching sessions to referred clients

Shareable Assets

  • Develop a toolkit with graphics, success stories and quick facts about the services, for easy sharing
  • Create a personalized landing page for referrals on www.karuthera.com

Timing and Triggers

  • Ask for referrals post successful training completion, when client satisfaction is high
  • Send automated follow-up emails 1 week after training, with a reminder about referral program

Client Success Stories

  • Collect testimonials from healthcare institutions and share them across digital platforms
  • Umbrella success stories in an interactive 'Success Album' on the website

Referral Contests

  • Launch quarterly referral contests where the highest referrer wins additional consultancy hours

Partner or Affiliate Programs

  • Establish partnerships with nursing associations to broaden referral potential

Thank-You Experience

  • Send thank-you notes to top referrers with personalised trainings insights
  • Feature top referrers on the website, showcasing their contribution towards the mission

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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