Want To Book New Clients in 30 Days? Avoid These Rookie Mistakes

Hands up if you want to attract new clients to your therapy practice. Do you want it like yesterday? Of course, you do.

You may have even signed up for an expensive directory that promises to be a “game changer” for your business. But… are still hearing crickets instead of phone calls.

In this post, I’ll share 5 rookie mistakes to avoid when it comes to attracting and signing new clients to your private practice.

It’s a pretty chunky guide, so grab yourself a hot cup of tea and a notepad and let’s dig in.

Pre Work: Who are your new clients?

Before you work on filling your business with new clients, you need to first have a clear picture of WHO is your ideal client.

Do me a favor and close your eyes for a second.

Imagine the top 3 favorite clients you have had in the past. Can you picture them?

Now, I want you to take 5 minutes and jot down a short description of each of them. (Seriously, stop reading and go do this now. I will wait).

Think about their sex, age, presenting problem, coping skills, likes, dislikes, etc.

>> Download my free 50-Question Ideal Client Workbook to help you get started.

Got it? Good.

Now what do these 3 people have in common?

Notice the patterns. THIS is going to be your starting point for building your ideal client profile.

By knowing EXACTLY who you are wanting to talk to, you can tailor your marketing to talk directly to that client as opposed to talking to the masses.

Overwhelmed by where to start? Maybe you have too many different clients and are having trouble picking 1 to focus on. Lets sit down and hash it out together — book a 15 minute complimentary discovery call with me and lets discuss how a coaching session can help you knock out a sales script in an hour.

The Number One Rookie Mistake: Failing To Ask For The Sale

My coaching student AJ wanted nothing more than to fill her budding practice with clients– ideally young professionals who recently suffered a concussion. When she came to me, she had spent thousand of dollars on a beautiful website, created a Psychology Today profile, even signed up with Headway for insurance paneling.

But the phone never rang….

Did you spot it? Can you see where AJ went wrong in trying to fill her practice?

That’s right, she never asked for the sale. Meaning she build a beautiful online presence and set everything up with the mindset of “if you build it they will come.” But no where do you see AJ taking physical action– asking for referrals from peers, closing the discovery call with “would you like to book a first session?”. Nothing.

[Okay, full confession for a second. AJ is/was me… at least me in March 2020 when I first started my practice with the grand illusion that clients would be standing outside my virtual door just waiting for me to open the gates.]

With A LOT of trial and error, mentorship, and time, I have improved my marketing game significantly. To the point where, not only are these rookie mistakes a thing of the past, but I have successfully build and sustained a full private practice since.

Not asking for the sale is a common mistake in the therapy world, mostly because:

• therapists are afraid to come off to too “salesy” or pushy
• fears of rejection triggering worries that they “made the wrong choice” in starting a business in the first place
• simply too much to do in the day that it just gets forgotten or pushed to the bottom of the priority list
• it is uncomfortable to put yourself out there

Have you been hiding in the shadows for so long that you don’t even know how to ask for the sale?

Before you feel like marketing failure, it’s not your fault!

Remember: none of this was taught in grad school (unless maybe you have a second degree in marketing or business… if so YOU ARE A ROCKSTAR!)

Don’t worry– just like you learned the skillsets of active listening in grad school, sales skillsets can also be learned. There is a way to talk about your offers that is value driven, heartfelt, and done with the mindset of service over profit.

What to do instead to attract new clients:

• Free Action : Head over to your local library. Borrow & read Brian Tracy’s book, The Art of Closing the Sale: The Key to Making More Money Faster in the World of Professional Selling (Amazon Affiliate Link)
• Fast Action: My course The Solo Private Practice Startup Bundle includes an entire lesson on discovery calls, including a sales script that you can personalize and use in your own practice. Learn more about this opportunity here.

Mistake #2: Casting Too Large Of A Net

When it comes to attracting clients to your therapy private practice, casting too wide of a net can actually hinder your ability to generate new clients. Without narrowing down a target audience, your marketing messages may end up being generic and fail to resonate deeply with anyone. Specializing allows you to speak directly to the unique needs and concerns of a specific group, increasing the likelihood of connecting with potential clients on a deeper level. By positioning yourself as a specialist rather than a generalist, you become more memorable and valuable in the eyes of those seeking help.

Clients are looking for therapists who understand their specific challenges and can offer tailored solutions. Being vague or trying to appeal to everyone may dilute your message and make it difficult for individuals to see themselves in the services you provide. By honing in on a niche or specialty within your therapy practice, you position yourself as an expert in that particular area, making it easier for potential clients to trust your expertise and seek out your services specifically for their needs. In a crowded market, standing out as a specialist can be the key factor in attracting more clients through your doors.

What to do instead to attract new clients:

Remember, when you try to talk to everyone you end up talking to no one. Instead have one ideal client in mind when you are writing your discovery call script or Psychology Today profile. Hone in on their specific pain point and show them not just that you care, but that you are able to help them in their healing transformation.

Related Post: What is SEO? How To Leverage SEO In Your Therapy Practice Marketing Strategy

Mistake 3: Putting All Your Eggs In One Basket

I see it all the time, therapists sign up for a billing provider such as Headway or Alma who lures you in the with opportunity of new referrals when you create a directory profile with them. Therapist spend hours crafting the perfect profile, signing up for all different insurance panels, and then are disappointed when nothing comes of it. When you rely solely on one referral source for your therapy private practice, you’re essentially putting all your new client eggs in one basket.

While it may seem convenient and reliable at first to sign up for one directory profile and be done with it, what happens when that one source dries up? Your client flow could come to a screeching halt, leaving you scrambling to find new avenues for referrals. By diversifying your referral opportunities, you not only safeguard against dependency on just one source but also increase your chances of reaching a broader audience in need of your services.

Expanding your referral network not only helps mitigate the risks associated with over-relying on one source but also opens up new possibilities for growth and exposure. By establishing connections with a variety of referral sources – whether it’s through networking events, collaborations with other practitioners, or online platforms – you’re effectively casting a wider net to capture potential clients who may otherwise never have heard of your practice. Embracing diversity in your referral strategy can breathe fresh life into your business and bring in a steady stream of clients from various sources, ensuring the longevity and success of your therapy practice.

What to do instead to attract new clients:

• Create multiple therapy directory listings: Psychology Today, Therapy Den, Headway, etc. PLUS… if you have multiple ideal clients you can attract different people using the different directories
• Nurture old contact for networking AND let them know you have availability. Side note: a professional friend of mine, Dr. Nikki has a providers only email list where she gives monthly updates on what is going on in her business. I LOVE this idea and think is it such a smart way to keep in touch but also saves you time and effort. Interested in email marketing but have no idea where to start? Check out Liz Wilcox’s $9/month Email Marketing Membership (affiliate link)
• Reach out to NEW contacts for networking: pick 2-3 new professionals to reach out to and share about your services.

Related Post: What Does It Take To Break Free From Insurance Panels?

Mistake 4: Relying Exclusively on 1:1 Client Sessions

By solely relying on one-to-one client sessions in your therapy private practice, you may inadvertently be restricting your potential for growth and impact. Not only does this approach limit the number of clients you can see in a day, but it also constrains the diversity of treatment options you can offer.

By incorporating group therapy sessions into your practice, you open up the opportunity to reach and help multiple individuals simultaneously. This not only maximizes your time and resources but also allows for a richer therapeutic experience as clients benefit from interacting with others facing similar challenges. Group therapy allows participants to gain insight into their own struggles by seeing how others cope with similar challenges. Additionally, the group dynamic can foster a sense of validation and connection that may not be achievable in individual sessions alone. Overall, offering group therapy expands the reach of your practice and enhances the overall therapeutic experience for your clients– remember quality customer experiences often lead to word of mouth referrals.

Another avenue to consider is introducing intensive therapy sessions into your portfolio. This treatment offer can further enhance your ability to attract clients seeking shorter-term treatment solutions as intensive sessions provide an immersive and focused approach that is appealing to those with limited time or specific goals.

By diversifying your treatment offerings you create a more dynamic and accessible practice that can attract a wider range of clients looking for effective and efficient solutions to their mental health needs.

What to do instead to attract new clients:

• Consider group work and if any of your current clients would benefit from some type of process group. All you need is 2-3 current clients to get it started and then you can market towards new clients to join. [No idea where to start with groups? I love the book The Group Therapy Treatment Planner, with Dsm-5 Updates (Amazon affiliate link) to get ideas for treatment planning and group content.]
• Bariatric Assessments can be a great source of added income. A friend of mine recently took this course and said that it was a great investment for her business.
• Include clinical supervision to your portfolio
• Get really creative and think outside the clinical box with affiliate marketing and creating digital products for passive income. I teach more on this in my courses: Affiliate Marketing Basics For Therapist and How To Build Digital Products For Passive Income

Mistake 5: Dismissing One Off Opportunities

Don’t make the mistake of being shortsighted with what you are considering a “new client.”

Yes, the traditional therapy framework is meeting with one (maybe two) people on a regular basis for an extended period of time (say 1x weekly for 24 weeks) but there are many opportunities out there where you can provide short term services to those in need.

Employee Assistance Programs, are growing in popularity and are a great opportunity for clients to get an introduction to therapy. Often times employers will provide clients with 1-5 complimentary sessions to work on a work related health problem such as stress management, smoking cessation, burnout, etc. Many client appreciate this short coping skills focused treatment, where as others will elect to continue their work with a therapist beyond the pre approved 5 sessions.

Another creative option to consider is offering coverage to colleagues who are taking extended vacations or maternity/paternity leaves. How this would look depends on the providers and the clients, however often there is a pre arranged timeframe where the new clinician would either be “on call” or continue seeing the original clinicians clients until they return form their leave of absence. This is a win-win-win as you get a new client (temporarily), the client continues treatment uninterrupted, and the original clinician gets time off to address their non work needs.

What to do instead to attract new clients:

• Be in touch with collages and let them know that you are available for coverage. Therapists are human too and will have planned vacations, maternity leaves that might require coverage of clients. Facebook is a great place to look for coverage.
• Consider signing up for EAP programs where clients are given access to 1-5 sessions for short term therapy

Key Take Away:

In conclusion, if you want to book new clients quickly and effectively, it’s crucial to avoid these common rookie mistakes in your pre-work strategy. By identifying your target clients and crafting a focused approach, you can steer clear of the number one mistake of failing to ask for the sale. Avoid casting too large of a net or putting all your eggs in one basket by diversifying your client acquisition strategies. Additionally, incorporating group sessions and exploring one-off opportunities can help you expand your client base and enhance your revenue streams. Remember, by being proactive and strategic in your approach, you can set yourself up for success and attract new clients in just 30 days.