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By Arizona Daily Business Writer

Consultant Bruder says Erickson must combine her education and expertise with feedback from the machine to make the business succeed.


The Story

Earlier this year, Kathy Erickson invested in a Living Information Forms Energy, or L.I.F.E., System - an energy assessment biofeedback machine that generates information from one's body.

"I was searching for something that would complement my master's degree in holistic psychology," said Erickson.

She offers stress assessment and management from her home office. "The L.I.F.E. system detects stress potentials in the body," said Erickson. "We are all energy, and when we are off balance emotionally or physically it affects all aspects of our lives. This machine can 'read' that energy."

The information is then displayed on a computer monitor.

"The L.I.F.E. system also has the ability to feed back an energy to the person that helps their body heal itself," said Erickson.

"People can't rely on the machine to heal them," said Erickson. "They have to want to make a life change and take charge of their health." She assigns patients homework. She can recommend keeping a journal, reading, breath work, yoga and exercises to help relieve stress.

"I think the L.I.F.E. system is for anyone that wants to take care of their health," she said, "anyone who wants an awareness of their mind, body and spirit."

A biofeedback session costs customers $65 an hour. Erickson also works with children for $50 an hour. "Adolescents are under a lot of stress," she said.

After hooking up clients to a direct five-point harness system, Erickson performs a three-minute, non intrusive test to see which area to look at further. This must be performed in a restful state. "When we relax, our body automatically rejuvenates itself. It is healing at the cellular level," Erickson said. "But in our society, we don't rest."

Erickson then decides among 30 panels that assess different parts of the body. They can detect allergies, emotions, sinus problems, stress and more. "It makes people more aware of what's going on with their body," she said.

But making people aware of the business has not been as easy for Erickson. For help on how to turn this machine into a profitable business, she turns to consultant Dale Bruder.

The Advice

Learning to combine her education and expertise with feedback from the machine is key to Erickson's business success, said consultant Dale Bruder.

"As a stand-alone it is merely a commodity," Coach Bruder said. "Bundled with a wellness program, the assessment can become an educational keystone and provide an income for Erickson."

The first step is for Erickson to establish herself as a holistic professional, Bruder said. He suggests developing multi-month health programs using the L.I.F.E. system as a feedback tool.

"Each program would be designed around her clients' increasing capabilities to sustain the benefits realized through the assessment," he said. "She could design exercises, provide disciplined processes and hold weekly sessions to help forward her clients' success in the programs."

But first, she must work at developing a sustainable practice. "This is a challenge for any professional," Coach Bruder said. "But it is especially true for one starting out in an undeveloped field."

First, Erickson must determine what she considers a full practice. "A professional's prerogative is to work as many or as little hours as they choose," he said.

"The time commitment isn't as important as the quality of services delivered and is only limited by the public's acceptance of the professional's billable rate."

Erickson needs to determine the program fees, annual billable hours and the number of clients she can serve.

Next, Erickson needs to prepare several ideal client profiles - identifying clients by their demographics including age, income, sex, occupation, family size, culture, education and attitudes.

Knowing exactly who she's trying to reach will help her target specific market segments, said Bruder.

Finally, Erickson can build her professional practice attraction advantage - distinctions that clearly set professionals in like fields apart from others and attract clients.

"Her best marketing will be personal and relational," said Coach Bruder. Erickson can join several business-leads clubs and participate in their programs.

Modeling the benefits of the L.I.F.E. system and the holistic programs she offers is a great way to attract clients, he said.

"Success at any income level is available to Erickson where she willingly commits herself to educating numbers of people at using the L.I.F.E. system assessments effectively," said Coach Bruder.

"The quality of her work and the impact she has on people are deciding factors."

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