2020 is a year full of ongoing changes that require you to be calm in the face of tense situations. One of the best ways to prevent being stuck amidst these challenges is to use simple yoga business tactics. These keep you connected to your students (whether you’re teaching in person again or still doing so virtually). Plus, they draw in new clients to keep your revenue flowing.
I saw these business tactics at play firsthand when I visited True Nature Healing Arts in Carbondale, Colorado earlier this month. This beautiful sanctuary was recommended to by a fellow yogi. And knowing we were passing through the area on our way from California to Florida, I just had to stop by!
Thankfully our trip coincided with one of only two days the studio offered open enrollment for drop-in classes. So, I went online and signed up to save my seat. Then I arrived early to check out the incredible gardens and well-stocked retail space.
True Nature was every bit as beautiful in person as the pictures online indicated. And I was beyond thrilled to be practicing in the same room again with other students. Throughout my time there, I kept thinking about all of the yoga business tactics that were utilized well at this location. I’m going to point them out to you in the rest of this article because I know you can double-check your own systems in place and make enhancements to keep growing yourself.
(1) CLARIFY YOUR MESSAGE
In order for new clients to be drawn to you, and existing clients to remain engaged in your community, you want to have a clear message about your business. You want students to know what you stand for, the problems you help solve, and the transformations you facilitate.
In order to craft a clear message, you also need to understand who your ideal client is. This way, you can create products and services that alleviate their greatest pain. And, you can generate a simple, straightforward message that speaks directly to those you aim to serve.
How True Nature Utilized this Yoga Business Tactic:
The name says it all–they assist others in connecting with their True Nature. Their message? “Every facet of True Nature has been created with great attention to detail and the intention of supporting each guest’s journey toward inspiration, connection, and self-discovery.” This is relevant whether you eat at their organic cafe, take a mindful yoga class, or relax at the spa.
How you can clarify your message:
Ask yourself the following questions to make sure your message is clear for your audience:
- What problems do my clients face most?
- How does my yoga business help alleviate those issues?
- In what ways are students different after practicing/studying with me?
- Are my answers above crafted into a simple, clear message? (one or two sentences)
- In what places is this message visible to others? (website, business cards, etc)
Now, one of the best locations to broadcast your clear message is on your website, which is why creating a deliberate website is the second yoga business tactic for growth.
(2) CREATE A DELIBERATE WEBSITE
Most new clients visit your website prior to having any personal engagement with your business. And, unfortunately, many websites are complicated to navigate or unclear in their message. This makes it incredibly hard for the new student (and existing one) to buy their services.
Yes, that’s right! You could be leaving money on the table if making a purchase is challenging. And you’re actually pushing away potential clients instead of inviting them in. To combat these mistakes, you want to create a deliberate website that generates sales.
That means you want to effectively use the space above the fold on your home page (the space before clients have to scroll down to learn more). You also want to strategically place your information above the fold and tell clients exactly what steps to take to work with you. Learn exactly what I mean in this article.
What I learned from True Nature’s Website:
True Nature’s website is easy to navigate and it’s full of stunning images that get you excited to visit. The top navigation menu reveals instantly how you can tap into your True Nature with them. Yet if I were to make a small improvement to their site, I would include a subtitle with the transformation they offer just under the name of their business on the homepage.
Double-check your own Website:
One of the best yoga business tactics you can utilize is the 10-second rule when someone visits your website. You’ll know this happens when you have clear answers to the following questions:
- “What’s going to pique the interest of my visitors?”
- “Which elements of my website will encourage people to stay? And actually buy?
- “How can I express myself uniquely and succinctly to make a good first impression?
(3) GIVE A WARM WELCOME TO STUDENTS
When I visited True Nature Healing Arts, the meticulous gardens welcome you instantly. Then the ornately-designed doors beckon you to the enchantment that awaits inside. Coupling that with a charismatic staff greeting creates a sense of belonging for new clients from the get-go.
Dealing with an in-house Problem?
When I arrived 15 minutes prior to my scheduled class, Stephanie immediately informed me that the room had accidentally been double-booked and class would now start at 10:45 instead of 10:30 (mainly due to the recent change in COVID-19 sanitization requirements). In any case, Stepanie addressed the issue upfront. She apologized sincerely. Then she offered me a complimentary hot tea from the cafe while I waited.
Include Compassion in your Greeting
Just like True Nature, Bella Prana Yoga understands the value of giving a warm welcome to new clients. This process starts with having self-compassion. The three ingredients for this include:
- Self-kindness. This starts with talking to yourself in a warm and understanding way (especially when you screw up).
- Connection. Relate to others who have had similar experiences, and learn from them. You’re not alone, and the sooner you reach out to a trusted friend who can show empathy and honesty, the sooner you’ll flow more compassion to yourself and others.
- Mindfulness. Pay attention to which thoughts and emotions are yours… and which ones you collect from your environment. Then take ownership of yours only, and let the rest go.
(4) START CLASS ON PUPROSE
As a yoga teacher, you have the privilege of guiding students in their practice. You’re their leader. In that role, you want to tell students who you are and where you’re going to take them during your time together. This is a yoga business tactic that requires deliberate action on your part.
And the reward for starting a class on purpose?
You build trust with your students from the very beginning of class. This mutual respect can also pay dividends down the road as you build long-term relationships with your clients.
Pro Yoga Teacher Tip:
If you have new students in your group class (in person or virtually), acknowledge them immediately. You can say something as simple as, “It’s great to have so many new faces in the room. Thanks for being here.” You can then look their way and make eye contact with them to enhance the personal connection.
And since you might not know everyone in class well, state your first name. Yes, it’s likely listed on the studio schedule. Yet you want to be as personable as possible. So introduce yourself and maybe give a quick fact about your teaching style or love for yoga. This will enhance the bond others feel with you from the get-go.
Photo Notes: The entry room to the studio warmly welcomed me at True Nature
(5) GET FEEDBACK
After my yoga class at True Nature, Stephanie at the front desk immediately asked for feedback. In her bubbly voice, she asked, “How was your class?” I could tell she genuinely cared about my experience at the center. This simple way to get feedback not only enhanced my overall experience, but it reminded me of how small yoga business tactics like getting feedback can continue to expand your community.
Feedback can be a question you pose to your students directly after practice. However, more likely, you’ll want to get input from your new students after they’ve had time to reflect on their time with you. Ideally, this will be within 24-72 hours of their visit.
Getting feedback is important because you get to:
- Know more about the people you serve—how they think, feel, and make decisions for their well-being.
- Ensure your classes, workshops, and trainings get better each time.
- Improve slowly, often without making huge changes to your operation. This saves you time and energy.
- Satisfy, and exceed, the expectations for your clients. This naturally leads them to leave raving reviews about their experience with you.
While getting new student feedback is an important yoga business tactic, you also want insights from your existing community members. This might mean you send out a survey 2-4 times per year. In either case, you can use these tips to craft a great feedback form.
Photo Credit: Ember and Earth Photography
BONUS TACTIC: SOUNDPROOF YOUR YOGA SPACE
I’m an interior design nerd who looks at the ceiling and window treatments of a studio while simultaneously breathing into challenging yoga postures. In fact, I smile at myself during class, very aware of my capacity to hold multiple points of focus at once.
In any case, the yoga room at True Nature was superbly decorated. Anyone walking into the space would agree to that in a heartbeat.
However, it was the soundproofing elements of the studio that got me really excited about the decor. Let me start with the ceiling. Sound panels on the ceiling were the same color as the paint and hidden by soft fabric coverings.
Then, at the front of the room, there were custom wooden window frames that appeared to be taken directly from a monastery in Tibet. Instead of having sound bound off the hard walls and frames on that wall, colorful tapestries were hung behind the panes. This added warmth and depth to the overall atmosphere of the space.
Soundproofing at home?
While I still consult with owners to soundproof their physical studios, many yoga businesses are still teaching virtually. This means that you can incorporate simple soundproofing elements to your own space to generate the best sound quality for your students. This includes:
- Avoid hard surfaces in your room that make your voice sound hollow over the internet. Instead, keep a sofa in the room with soft fabric or have draperies on the windows that help absorb sound as well.
- Place the camera in the corner and speak toward that corner. This way the projection of your voice will not echo or bounce back.
- Use a lapel mic (or other suggested mic) to amplify your voice in an authentic, natural way.
- Suggest your students invest in a good speaker so that your voice doesn’t sound “tinny” when you’re teaching.
PUTTING IT TOGETHER
My recent visit to True Nature Healing Arts reminded me of how simple yoga business tactics can draw new clients into a community. This is true when you have a clear message and you broadcast that message deliberately on your website. You further build trust with students when you greet them warmly, request honest feedback, and create a space where they can practice safely. The best part is that you can learn from my experience and continue to grow your own yoga business using these principles (even if you neve set foot in the western part of Colorado).
Take Action Now:
- Take our Yoga Business Quiz to see how you rate with these yoga business tactics.
- Pick one area in which to improve, and take one small action this week toward that improvement.
- Learn more about our consulting offers and get all of the support you need to create, and implement, your plan for growth.