5 Business Practices of Successful Childbirth Educators
by Robin Elise Weiss, PhDc, MPH, LCCE, FACCE
Robin Weiss, childbirth educator and president-elect of Lamaze International shares some very smart business tips for being a successful childbirth educator, regardless of whether you work for a large hospital system or teach independent classes. Check out her advice below and share your own suggestions in our comments section. – Sharon Muza, Community Manager for Science & Sensibility
Being in childbirth education is an amazing profession. As a childbirth educator, we are privileged to be with families as they learn and prepare for one of the most exciting journeys of their lives, that of giving birth. Many childbirth educators began this path as a calling, and have had to stumble through the business aspects. It can be difficult to separate the calling from the business.
The good news is that there are five things that you can do that will greatly improve your business acumen and help you become successful in all facets of your profession.
1) Get educated
A formal education in childbirth prepares you to teach and for your certification examinations. However, other than quick mentions of finding clients and paperwork, there is often little information given towards having a business and running it well. There are many questions that you might have from settling on a business name, incorporating, taxes, license fees, or office space. These are questions that have widely varying answers, but that are very specific to where you live and how you practice. Finding a local resource for education is an imperative. Many groups that are willing to help small business owners, like SCORE. They offer free classes and counseling to help you get started.
2) Have back up
Back up in this case refers to your certifying organization. Having an international organization behind you will open many doors. While a hospital of doctor’s office may not know you, the name of an organization such as Lamaze International is well known. The people that you are applying to work with know of the high standards that Lamaze International sets forward in their educators.
There are also special benefits to being a member of a professional organization. This can include referrals for clients in your area, continuing education, conferences, and other things of professional interest. In addition to these benefits, there is also the satisfaction of being with like-minded people.
3) Give Referrals
Referrals may seem like something that does not fit in this list. But following the old adage of it being better to give than to receive is only partially true. I would amend it to be that when you give, you also receive. Keep a local resource list handy and feel free to give it away to anyone who would like it. Also be quick with personal referrals for those with complementary business practices. Think about lactation consultants, doulas, midwives, and doctors in your area. Be sure to ask the person to whom you give the referral to say that you sent them. This shows others in the area that you appreciate their services. Consider asking for their cards to pass out when asked for referrals.
4) Be present
Attend all of the local functions that you are invited to attend or that you can apply to attend. This can include baby fairs thrown by hospitals, guest speaking for various groups from nursing education to mothers’ groups. Being seen in public and having lots of people get to know you is beneficial. It has two benefits, 1) to get to know others in the community and to give back, and 2) to let people know about your services.
5) Be prepared
You should always be prepared with at least two things: your business cards and your elevator speech. Multiple business cards is a no brainer. Don’t be so thrilled with your cards that you are afraid to give them out. (I did this when I first started!) Give them out like candy. Need to give another mom your number for a play date? The back of your card works as a great white space!
Your elevator speech is a 1-2 minute long summary of what you do. Be prepared so that the next time someone asks you what you do for a living, you can quickly and confidently tell them. You can practice this after writing it out at home if that helps you. Some childbirth educators say that they’ve even made a video to watch themselves give this mini-speech to help make it more natural.
In the end, do not let the business side of your calling be a barrier. There are ways to build this side of your skill set and to be both a great childbirth educator and a great businessperson, with just a few steps.
About Robin Weiss