There are many potential ways to get new clients, but only two ways that have little risk and almost always produce rewards.
These two methods are especially key when starting a therapy business.
But they’re also beneficial if your business is already established or if you’re launching a new product or service.
Advice You Can Confidently Ignore
You may hear people tell you to use Facebook or Twitter to get clients. They may also tell you to advertise on Google or Facebook, create videos or write a book or a blog.
Although I am going to say that you can ignore all this well-meaning advice, I should add that this advice does work, but it takes time. As a start-up, you’ll probably want to get some clients in first before you put these sound marketing ideas into practice.
Where Should You Focus?
To get new client leads quickly, focus on:
- Building your network
- Giving public talks
I asked 200 of my clients how they accessed new client leads and 63% of them who took one or both of the above routes, outperformed the others.
Many wellness professionals have challenges with both of these methods.
It can be difficult to know which networking groups to go to and then knowing what to say when you get there. Knowing that you’ll have to answer when someone asks “So, what do you do?” and that you’ll have to deliver a 60-second pitch can fill even the most confident people with dread. Even more so when you know that your pitch has to be memorable enough so that people in the room want to speak to you.
With public speaking, it’s about having the confidence to do it and also to give value but get back that value for your time and effort. This is always a difficult balance to strike.
Overcome Those Challenges
Start with simple steps.
First, select a networking group where your “ideal client” will probably be. You will need to know who that is first, so look at your client demographic.
Once you’ve found a suitable group, prepare a brief answer so you’re ready when someone asks what you do. Practice it so it sounds natural and not stilted. Structure your 60-second pitch so what you do, how you help people and who you want referred to you is crystal clear. Start with some bullet points about the things you want to cover, structure that into an intro, a middle and an end and practice it. You don’t want to read it from notes if you can help it.
Then, just jump in. Attend the group and see what happens. Remember to note any referrals you do get so you can measure your cost vs benefit too.
If you have agreed to deliver a talk, structure and preparation is the key.
Don’t try to tell everyone everything you know. Give them a taste and give them time to absorb it. You probably want to have a clear offer ready to include.
By structuring your talk well, any offer you make does not need to be salesy. Done well, a sales pitch can feel more like a summary of content, with about one to three minutes talking about the price, the package or the offer.
Remember though, if all you’re doing is getting up to give them a sales pitch, you’ll be found out quickly. People will switch off and won’t engage with you. Be clever in the way you deliver your talk so that your audience are informed about something that interests them and you simply tag on something about you and your business at the end.
These two methods work.
Networking is based on referrals and when one person refers another, the new client is pre-sold based on that recommendation.
Talks and presentations work because when you stand in front of a group, you’re seen as someone who wants to provide valuable information and who has authority and credibility. That means when you present an offer, it makes sense for a percentage of the room to buy it from you.
This article was written by Neil Fellowes at Total Wellness Club.
Total Wellness Club is like TripAdvisor, but for the health industry, helping the public find the best professionals and services.
Total Wellness Club also help therapists get better at marketing, offering specific training courses (many free of charge) on topics such as improving networking skills and giving presentations. https://business.totalwellness.club/