As practitioners we hate to be pushy, don’t want our potential clients to feel pressured or consider us to be “Salesy”. But when we put an advert in the local paper, in the health food shop or give a talk about our therapy, aren’t we looking for the sale? We are looking for those who will make an appointment as a result of seeing our advert. How many times have you been disappointed by the results when we this?
What I want you to think of when you do any promotion, is to say, OK, I know people need more time to get to know me. How can I find out who might be just even a little bit interested in what I do?
When I say that I mean we’re not looking for people to make an appointment. What we want to do is find a way to be able to talk to those people, and then figure out a way to then continue to have a conversation with them.
By conversation I don’t necessarily mean getting on the phone, but in other ways. So how can you find out who might be interested in what you do?
You see clients can feel pressure when we only are only looking for one outcome. But if we have one way to judge if an advert has been successful – such as how many clients booked, then you are limiting your success to only reach those people who are ready to take action now.
But what about those who might have been interested but just aren’t ready yet? What if we were also able to get these people to respond too. How do you do that?
Well you won’t reach those if all you say is “Call now for an appointment”. Pressure. But what if you took that pressure off, and all you wanted to do was get people identify that they are interested in what you do. We call that to “raise their hands”. Well, instead of book now for an appointment, you could tell people “ask for my free report”, or some sort of quick, easy and free information. You can then start the conversation – literally when they call. But still don’t go for the booking – take your time, let them find out if you’re a good fit for them. Have you got the solutions they need. Always be thinking, how can you continue to educate, build their understanding, help them make the decision. Take the pressure off you and your potential client.
So next time you place an advert, or design a flyer, don’t be pushing to ask for an appointment. Just find a way to start a conversation with those who express an interest in what you do.
Less pressure, More Interest, More Calls. More Conversations.
Next time I’ll cover some essentials you must have in your advert.
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