“Yes, But . . .” And Just A Little Venting
I’m not really sure how well this post is going to over with you guys but I just want to vent . . . .
I went to lunch this week with a colleague who has just recently ventured into private practice and, truthfully, he’s having a really hard time getting that first client. You can relate, right? You either are right there with him starting your own practice or you remember when you were back there hustling trying to get that phone to ring. It’s a hurdle for all of us to get that first warm body in the office . . . and it feels like it’s never going to happen . . . until it does.
So Jason and I are dining in this great little Japanese restaurant and the conversation goes like this . . . .
Jason: I’m starving to death! I still don’t have a client yet. And, I don’t know what to do!
Me: What have you tried?
Jason: Well, I’ve sent out my business cards and brochures to treatment facilities and I’m showing up at networking events every month. I’ve been meeting therapists and community providers. I’m reading books on marketing and how to get clients. I’ve joined the Board of a local non-profit and I’m offering my services at a reduced rate.
Me: Wow! That sounds like a lot of work! Are you getting any referrals? Are clients finding you?
Jason: Oh, sure! I’m getting 4 – 5 phone calls from potential clients each week but not one is making an appointment.
Me: (So I have a hunch that one of the things that Jason is doing is keeping The Secret That You Absolutely Must Tell.) So Jason, it sounds like your referral sources don’t really understand who you want to work with. They are sending you unqualified referrals.
Jason: Oh, no! They know exactly who I work with! I’ve been very clear that I work with XYZ. It’s on my brochures and my business cards and that’s exactly how I introduce myself when I’m networking.
Me: Well, then, let’s look at how the conversation goes on the phone. What do you say when your potential client calls?
Jason: Oh, I’m very personable! You know me . . . I can talk to anybody! I tell them what my credentials are and what I offer – individual therapy for XYZ. Then I ask them if they have any questions and if they want to book an appointment.
Me: OK, Jason, so those are important things to cover but there might be a better way to cover them. What I’ve found to be useful is . . . . (This is where I’m telling him about my 98% conversion rate to booked appointments and what my process is.)
Jason: (And, THIS is the response I got.) Yes, but . . . that takes up too much of my time to go through all of that and anyway, it’s all in my disclosure statement. . . . Anyway, I’m really great at marketing but I’m not getting any appointments booked. Blah, blah, blah.
Well, Jason says that he knows all about marketing but I’m not so sure he knows much about how to make a sale. After all, if he did, he would be speaking the language of his potential clients, booking appointments with them, and seeing clients in his private practice. Instead, he’s busy telling me how much he knows about marketing. He’s not interested in learning how successful therapists do those things. And, I’m not interested in telling him.
There! I’ve said it! And, I’m feeling better already!
Back in May I wrote a post telling you The Secret that You Absolutely Must Tell. So today, I’m telling you that it’s also important to tell who you absolutely do not want to work with.
For me, that’s Yes-Butters! So, I’m wondering who is it for you that you absolutely do NOT want to work with?
