In today's market, which is oversaturated with psychological services, it is becoming increasingly difficult for counseling psychologists and trainers to promote their services. People are not recruited for trainings, clients in counseling are situational and chaotic.

If you experience a shortage of clients for a long enough time, it is terribly demotivating and, sooner or later, you will quit your favorite pastime, or will be interrupted from time to time. It even becomes embarrassing. You have really valuable knowledge and experience, you are ready to help people, but people, somehow, do not really need your help. What is the problem?

There are some basic mistakes that almost 90% of all counseling psychologists and coaches make that lead to few clients. And this article talks about the main mistakes and how to solve them. Marketing will help us with this!

1. Wide positioning

When a psychologist says that he is just a psychologist-consultant or a leader of personal growth trainings, this is incomprehensible to a potential client, especially if he is in psychology - “not in the teeth”. Perhaps your friends and colleagues know what you are doing.

But those with whom you have just met will definitely not understand you right away if you have such a position, because they are “out of touch”. But help is often needed by “mere mortals”, who, at most, what they read in psychology is Carnegie or something else from popular literature.

How to solve this problem of wide positioning? Just! You need to specialize. In order for your services to be used, you must be a specialist in a specific topic for a specific target audience.

For example, there are trainings on time management. If you're just saying you're doing time management training, that's very broad. It's best when you specialize in some specific types of people: time management for executives, for housewives, for doctors, and so on.

That is, you specialize in a particular topic and its target audience. The same goes for counseling psychologists. For example, you work in child-parent relationships and work only with mothers who have typical problems with teenage children.

When you state in this way, the client will recognize you as an expert on their problem. Who doesn't trust experts? After all, when you have a specific problem that you cannot solve on your own, you naturally look for a specialist in this particular problem. And here, the client's brain works in exactly the same way, so he turns to you.

2. Student complex

The fact is that most psychologists are very fond of learning and are eternal students. Learning is good and wonderful, but from the point of view of attracting customers, it is almost useless thing, and even money-consuming.

Many people think that if they study, they will be able to do training and consulting. And this training can go on for months or even years.

So, for your customers it does not matter at all what certificates and papers you have. A person comes to you for a solution to a problem. If you're really knowledgeable about a topic, and understanding a topic isn't that hard once you've been trained, it's very easy to claim to be an expert on a particular topic (even if you're in the process of learning).

You may not have a certificate, but your potential customers don't care! Believe it or not, they don't care at all 99% of the time. They need to fix the problem. And if you can really help solve a problem, you don't need paperwork to do it.

Main conclusion! Your education and the number of clients in your practice are not directly correlated. They are not related at all! You can object to this topic, but it's true. And while you firmly believe that you still need to learn more and then clients will appear - this is one of the most detrimental delusions for your practice.

4. Fear of sales

The next mistake is that most psychologists are afraid to sell their services. They think that their services should be sold. It is not right. Clients will not come and offer you money. In order to earn decently in the profession of a psychologist-consultant or trainer, you need to sell your services.

If you have already established yourself, have written several books, you have publications, articles, then customers will believe you (or rather, not even you, but your brand) and break into your doors. But, if you are not yet a brand, then your services will not sell themselves. Therefore, you need to sell.

To do this, you need to learn, at least, the simplest sales mechanisms. The simplest selling mechanism that you can use immediately after reading this article is the three-step mechanism.

Your specific proposal to solve specific problems for a specific target audience

Call to action (make some order or call you right now).

Most people live with a lot of problems that they need to solve in themselves, but they put off solving them until later. Remember yourself. When do you go to the dentist? In most cases, when the tooth already hurts. But after all, it was possible to come earlier and prevent this situation. The tooth will not start to hurt for no reason. And the client needs to be reminded of this. As you know, prevention is always cheaper than cure.

Sale Mechanism- this is a mechanism that reminds a person that he has a problem, it needs to be solved, and your proposal will really help solve it. And all this must be done now, otherwise tomorrow the tooth will fall out and there will be nothing to chew on. And indeed it is. If you look deeper - a sale is, first of all, an exchange of values ​​between you and your client, which results in money. And as you know - money is ENERGY!

5. Selling one. You sell one consultation or one training.

The fact is that if you are a consultant, then it is impossible to solve the client's problem in one session, no matter how cool you are. At least, you need a month, at best, two or three, and sometimes more.

Therefore, when a psychologist offers one consultation, the client pays money for it and, often, does not come again. Even if you have agreed on a long-term job (say for a month), and there are a million reasons for this - you are not in the mood, the pipe burst, you lost your phone, you were called to work, the natural resistance to the process of change, in the end ... you can list for a long time.

Therefore, if you are a counseling psychologist, develop a program that solves the client's problem. Offer this program to the client, offer a solution to his problem according to the program. The program is perceived much better by the client than an incomprehensible one-time consultation. And it sells much easier than just a consultation.

For coaches. Perhaps you conducted a training, two-day, three-day or weekly, and the client left you. But it is impossible to solve a client's problem even in one training session; as a rule, a complex of training sessions is needed for this. To do this, come up with a line of trainings, at least three or four, where you will develop your client, help him cope with the situation comprehensively.

You should be well aware that the problem is not solved immediately and may have deep roots. Give people support if you're really interested in making the lives of the people you work with really better.

If you want to truly help your clients, you must sell programs (minimum 4-8 sessions) in counseling and training lines if you are a trainer. Otherwise, you are just doing a hack (so, then a person turned up, wandered into you for a one-time consultation or training, you got money from him, but in reality, you didn’t help at all). Excuse me. They called themselves a psychologist, answer for it. And then, recently, hacks on the market are simply immeasurable. Even certified. Let's provide really high-quality services and take responsibility for the fact that you once decided to help people, heal their souls and hearts.

Conclusion: Specialize in specific problems of specific people, sell them programs and complex solutions that will solve their problems.

Psychologists have their own tricks on how to arrange a client. The visitor's chair is a psychological anchor, the specialist's family life is vivid illustrations, the therapist's imperfection is a way to start a frank conversation. It is useful for managers from any areas to familiarize themselves!

- Anna, do psychologists have special, psychological methods of attracting new clients? Share.

If we are talking about attracting new customers, you must clearly understand what audience your service is designed for. Just you, as an excellent specialist, with the desire to give advice left and right, unfortunately, is not enough. People are well aware of what they need, and they are not ready to pay money for the fact that you will amuse your professional ego, in this case there will be no clients. Here are the main components to ensure that the work is efficient and there are always customers:

Choose for yourself the area of ​​work, the segment in which you are effective, as well as your target audience, and write a step-by-step instruction for work;

Spend several free promotions where you will talk about what you do;

- How to organize the work of the office so that the client has a pleasant impression: you do not have to wait a long time for an appointment, fill out paperwork, etc.?

Of course, the interaction in the office should be comfortable, and it is desirable that the moment of filling out the paperwork is minimal in time. To do this, all papers must be written, agreed and printed in advance. There should always be water in the office, the opportunity to drink tea or coffee, milk, something minimal for tea, for example, cookies. I believe that another important secret is the client's chair - it's special psychological anchor. It is in it that a person returns, so I would pay special attention to this.

The location of the psychologist in relation to the client is also fundamentally important: if you want to act as a coach (trainer) with a step-by-step guide, then you better sit on the right; if you work more with emotions and experiences, then the specialist should sit on the left. I think that the office should contain information about you, your regalia, certificates and diplomas. People don't always ask, but when they get to know your professional competence, it makes customers trust you. Also pay attention to the color scheme of the cabinet, because color affects our perception. Still, I am for light and calm tones.

- How to build a chain and control execution?

The work strategy is:

1) Client call. Someone calls with a ready-made solution, someone wants to ask clarifying questions in order to decide whether a specialist is suitable for a person or not. In this regard, I always try to answer calls on my own, the only exception is when I work, therefore, I warn you to write SMS, and I will definitely call you back when I am free and tell you all the details of our further interaction.

2) Client appointment for a specific time. I try to be flexible and ask questions when the person is preferable and when they really can, and then we coordinate the meeting in accordance with my schedule. For urgent meetings or those who are especially impatient, there is the possibility of a telephone session. The quality does not suffer from this, unfortunately, people find it difficult to decide on this right away, subsequently realizing that it is even more convenient than a personal meeting.

3) Coordination of all documents and a reminder to the client on the eve of the session about the meeting. All living people, and the psychologist may well clarify whether the client will be tomorrow in order to plan his time more accurately.

4) Session. The process itself is going on. Signing of documents, payment and registration for the next meeting.

5) In the case of my psychological work, the opportunity to ask clarifying questions or ask something again outside the session. I find that especially with new clients rapport is important and some minimal help between meetings may well be useful not only to the client, but also to the psychologist in order to understand how correctly the client follows the recommendations and whether everything is correctly interpreted. In my opinion, responsibility should be divided between the client and the therapist 50-50, since 50 percent of the responsibility is on the client for the implementation of the recommendations, and 50 percent of the responsibility is on the psychologist, he should be responsible for the correctness of the recommendations. The same rules do not exist for everyone, and a flexible therapeutic position is necessary.

- The face of the brand. What are the requirements for hiring the employee that visitors see first?

This is the administrator. Best of all, if it is a decent young man. Psychological services in my practical work are used by 60 percent of women and 40 percent of men, so the face of the brand should be interesting and charismatic, with an active life position, delicacy and correct speech.

Also, this employee must master the basics of sales, basic computer knowledge, maintain a customer database, and most importantly, answer questions or settle organizational issues.

Are you doing odd jobs?

Are you waiting for someone you know to recommend you to someone?

You have a couple of clients that you can't let go - so that you have someone to work with!

Have you already advertised on websites or in newspapers, but the result is zero?

Have you gone back to work in the office because you couldn't start your practice?

ONLY 20-25% PSYCHOLOGISTS

WORK IN THE PROFESSION!

PRIVATE PRACTICE WITH A SATISFACTORY INCOME - have even less.

WHY?

“But who will come to me, no one knows me!”

“How can I consult when I haven’t completed my 3rd specialization/never consulted/I’m only 28 years old/I have no work experience/no senior colleagues have seen me do it…”

"Where shall I invite him? I don't have an office!

“I won’t succeed - I know little tricks and methods, I haven’t put them into practice!”

“How can I do this, some crazy, sick person will come, and what will I do ?!”

“I can’t do this - what if I do harm?”

And I went through that when I started. I clearly remember the moment when, at one of the regular training sessions, the thought came to me “Yes, I already know all this! Why don’t I still consult and conduct trainings! ”

Time has passed since then, I have regular clients on Skype, several regular reception days, an office, trainings and webinars, I am invited to master classes, festivals.

Waiting for a cat to lead you into a profession is, to put it mildly, pointless! Belief that clients will start looking for you themselves and fall on your head “after…”. I wrote about it in my last letter

AND WHAT IN THE RESULT, WHAT DO PSYCHOLOGISTS WORK FOR?

go to work social psychologist, school, social institutions? - a dead end, a complete lack of development, an absolute impossibility to get out of there into a private practice! I work at school - it can kill any initiative. And social workers and psychologists are simply drowning in a pile of papers, reports, meetings.

You teach psychology to students at a non-core institute. Most of them go to classes to "exhaust themselves, give up and forget." You lose (or don’t acquire) practical skills, start to be afraid of real clients, go into pure science, or simply become a theoretical psychologist…

Go into a profession where the result depends on the ability to work with people? - customer service, sales manager... often it is those who could be a Good Psychologist who become successful in this area. Rejection of the Vocation, the funeral of a dream ...

Another area where psychologists are always in demand is Human Resources Department(and I worked there - I understand what I'm talking about :)) Coach? Recruitment manager? Training Specialist? Yes, he will also be successful in this area - he will know what to say to someone, so that ... He will extinguish conflicts and settle situations ... conduct trainings and involve even those who never wanted to study. And spinning in this routine, from day to day, from year to year, without creativity, without the ability to turn around, periodically “I’ll leave here altogether - I can’t do it anymore” ...

“And I finished for myself! I will be at home - the children are looked after, I will work with them, develop them. And again - the rejection of oneself, of the Profession, of the Vocation, of the Career ... Going into the shadows, into secondary Roles - help and support to the husband, nanny and educator, home teacher ... No provision in the World, housewife, mother, wife on the balance sheet of her husband ... Dependent. Not implemented.

DO YOU WANT WHAT?
Do what you love!

To be a professional that people talk about with a breath!

Know that you are signed up for a month and recommended to all your friends!

Work with people you enjoy working with!

Get high from Life, Profession,
customer results!

Determine your own workload!

Relax when and where you want!

Learn and develop from the best professionals!

WANT a queue of customers?

THERE ARE 3 MAJOR POINTS THAT INTERFERE THE PSYCHOLOGIST

TO BEGIN PRIVATE PRACTICE AND HAVE A HIGH INCOME:

1. The idea in society that the Psychologist cannot be "for sale." Heard: “If he is a good specialist, people will come to him anyway!”

2. Confidence that first you need to get a few (preferably more) educations, READ THESE BOOKS MORE. “I’ll finish these courses, get this certification, then I’ll pass those tests, and I’ll take a one-year supervision course - and then aaaa ....”.

3. Lack of skills to promote yourself in the modern market - among my acquaintances psychologists have their own website or blog, focused on professional promotion, 12% have. And this, by the way, is already a lot!

FAMILIAR?

Many colleagues have an illusion that after placing an ad (and I'm glad that at least ads are being placed) or information to everyone they know, the client will immediately come to you. And you will start working with him.

First. Don't call!
Second. If he calls, he is unlikely to come!

Why?

Because the person knows nothing about you... And he has nowhere to find out about you... He has no idea how counseling goes...

Most often, people do not have a clue about how much the services of a psychologist cost and it is difficult to name the price ... And if they did, and the client starts haggling "how? 1500 rubles? What are you, maybe there is a discount? or "Why so expensive?". And I saw how psychologists who have no other clients agree to the proposed amount ..

And all your regalia and titles, Diplomas and special courses for him, for a particular person - do not matter!!!

By the way, I personally received the first calls from people who simply “saw your phone and want to sign up” began only 6-7 months after the start of active promotion!

It's me that wait for a call

"Maria Ivanovna Marinina,
PhD, associate professor of an important department of an important university
provides psychological services. Tel. 233 33 22"

not worth it.

Does not work!

HOW DO CLIENTS MAKE DECISIONS?

It is important for them to know what kind of person you are ... - will you understand his problems?

Know what you look like… Accept you by your clothes as “one of them”

What are you interested in and what do you think about this event...

Understand how you perceive his views on the world and accept yours.

How do you work - will he feel comfortable, convenient, useful with you, ...?

Find common interests with you.

Understand that you are really an Expert and help Him.

Know that there are those you have already helped.

Have the opportunity to ask you questions…

WHAT CAN YOU DO TO START EARNING INCOME TO A PSYCHOLOGIST RIGHT NOW?

We will talk about this in this webinar

How to start a private practice as a psychologist, 5 steps to get clients and increase income!

WHAT WILL BE IN THE PROGRAM?

How to learn how to promote your services, invest less money, get more customers in three weeks

How to believe in yourself, find new clients, and start earning income

Learn to sell your services at your price, name your price and get a client.

Learn about the myths and fears that prevent you from starting to earn. And what to do with them

Create your own products and a sales system for your services, and you yourself will do what you love, instead of frantically searching for the next client.

Learn to be an Expert. And present it to the world in such a way that the client does not ask you the question “Are you a good specialist? Something I have never heard of you before….”

You will learn about the possibilities of combining private practice with "life" - how to devote time to family, children, development, recreation, health, amenities :)

You will learn how to create your own ready-made service system, and will continue to use it in any situations, with any companies and groups, for private work and for group trainings.

WANT TO BUILD A QUEUE OF CLIENTS?

ALL IN YOUR HANDS!
HOW TO GET A WEBINAR RECORDING?

Write to us [email protected]
Take the training now - stop postponing YOUR DREAM!

Psychology as a business. How a psychologist can promote himself Chernikov Yury Nikolaevich

Working with the client base

Working with the client base

Your customer base is everything. A client asset is one of the main tools for earning and promoting. By and large, these are your customers: potential, actual, and even those who do not yet know about your existence.

The fact is that with any of these categories of clients it is necessary to work and build long-term relationships. And this is probably one of the most important points, because your financial and professional success directly depends on the quality of your communication with potential and real clients.

The main tool for building relationships with a client is regular mailing. We covered the technical aspects of organizing in Chapter 2, but now let's talk about the strategy and principle of mailing.

The basic principle is "inhale - exhale." The bottom line is this: give to people - take from them. This means that the mailing materials are arranged in such a way that first you give people useful information, and then you “take it” - make a commercial offer.

A good strategy is when you send three emails with useful content, useful articles, useful seminars, and in the fourth you make a specific commercial offer like: “Dear friend! You have received three letters, and if you liked it, please come here: we have a training on this topic, an information product, we have something that you can buy and learn a lot more about it. You will not just learn, but you will get such results if you use this training, this product.”

The principle of "inhale - exhale" is that for three useful letters there is one commercial. At the same time, the mailing should consist of at least two letters per week. Thus, you have two weeks for the entire cycle. You should pay attention to some subtleties.

For example, the highest email open rates are observed from Tuesday to Thursday from ten to twelve in the afternoon. People come to work, look through the mail and notice your letter. Therefore, all sales letters should arrive either on Wednesday or Thursday. It is very good to send people some kind of voluminous content, for example, on Friday from ten to twelve. And then in the morning on Monday or Tuesday you send again something useful, but already more “smaller”. That is, you send more voluminous material closer to the weekend, less voluminous - at the beginning of the week.

Letters should be short and clear. When sending each letter, you must remember what action the person should take after reading this letter. Never send letters just like that. Even if you share something with someone, it should have some kind of call to action. As a rule, this is a transition to your site to explore the content.

Principles of your communication

An important point is the communicative act with the customer base. There are several nuances that must be observed for productive work with the client.

1. Correct mail addressing. Many people make a gross mistake by sending letters somewhere “to the masses”, guided by the thought: “I have a base of five hundred people, and I will write to all of them.” Not! Letters should be written as if you are addressing them to a friend. The official tone is inappropriate. Of course, it is better to use the universal “You” in the mailing list. Although some use "you". The choice of "you" or "you" is determined by the age of your target audience. But in most cases it is better to use "you".

2. Feedback from subscribers. Periodic purposeful collection of opinions is necessary. How? In the form of polls. For example, you can ask why a person did not take part in the training, did not get to the seminar; what you liked and what you didn't like; what he wants and what he doesn't want. You can ask for advice on improving the service, etc. The main thing here is regularity.

3. The three-three-three principle. What does it mean? A third of the material you send is usually news information. For example, what's new, what trainings are expected. The second third is useful content (lessons, articles, recommendations, etc.).

And the third, non-obvious, block that many people often miss is information about themselves. You talk about yourself as a living person, and not about an automatic mailing robot, about how you live, what is happening in your life. About how you study, what events you participate in, what you learned new, your impressions about the training you attended. Here your reviews of the books you read, your opinion on various events go well.

So, a third is news, a third is useful content, a third is information about yourself.

The principle of utility

When you write a letter, remember that the main criterion is its usefulness.

The key thing to remember is that each letter is a little "recipe" - a little instruction for "cooking" something. It's good when you have useful advice in each letter on how to deal with a particular situation. You can use any information you like, such as "How to relieve stress when you sit at work for a long time." Remember that mailing letters are only read by people when they are truly interesting and original.

Client base device

Conventionally, the customer base can be divided into three parts: passive - 80% (people who almost never open your letters), active - 17% (people who show some activity, buy any products), fans - 3% (customers who are always with you, at all trainings, seminars, etc.).

Do not be discouraged if, with a base of a thousand people, only thirty come to you for training, if from 5 to 15% of the total number respond to your comments and letters. This is normal, there is practically no other way.

Remember that the response from the customer base is very much dependent on what you give people. If the submissions are irregular or complete bullshit, many clients will no longer be such very soon.

The key word here is “permanence”: there should be at least two letters a week.

Of the 80% of inactive clients, 25% are so-called delayed clients maturing. They can still become active if you regularly interest them.

I will give an example from my own experience. There is a project called "Infobusiness2.ru". I didn't even read their mailing list for a year. Periodically I went to the site, listened to something, but did not buy anything. A year after registration, I matured, assessed the quality of the materials and began to buy almost all the trainings.

Your database will also have such maturing clients. Over time, they will start shopping because they are already used to you. Even if the client did not open 90% of your letters, he got used to you.

There is also a downside, when the client gradually loses interest in you. The so-called decay period, which lasts an average of eighteen months.

The client base needs to be cleaned periodically to exclude passive subscribers - people you don’t need who will never become clients. To do this, you need to make people unsubscribe themselves. An unsubscribe link is in every email, a person must click on it to unsubscribe. The all-in-one base cleansing tool is aggressive selling, where you bombard a person for three to four days with offers to buy your product or service. People who lose loyalty will immediately unsubscribe from your mailing list.

You can also act differently. For example, to send letters saying that you will have a grandiose event, and a real one, that you put your whole soul into this training, that it is so cool that you yourself are ready to outbid it twice. You send a lot of commercial offers and in some letters you speak directly - if you are not interested in this topic, please unsubscribe from my mailing list.

Principles of organizing effective feedback

How is feedback built with the base, how to get a response?

There are several ways.

1. Polls on issues.

For example, I recently conducted a survey on the TOP 10 problems of a psychologist, consultant or trainer in psychological practice. They wrote such canvases there!

This method allows you to collect deep feedback, thanks to which you see a portrait of your client, what he is facing, what issues he is concerned about. Only on the condition that you compose a detailed survey that excludes the answers “yes”, “no”, “I don’t know”.

2. Stimulation of the client's response.

To ensure dynamic and correct feedback from customers, you need to run competitions with incentive prizes (at least occasionally). This arouses interest, increases the loyalty of current and potential customers to you. What kind of competitions can these be? I'll give a couple of examples:

a) asking for advice. You ask the people in your database for help with something. For example, I recently had a survey on the topic “What is your favorite title for a book?”. People are happy to take part in such events, give practical advice;

b) mailing letters from the address of the so-called no-reply. That is, an unanswered address. It is better if your mailing will be carried out from an address that you never go to, but someone else, such as your assistant, comes in. You'd better never see emails that come to this address. You can probably guess why. There are a lot of negative opinions, insults that will only hinder your work. The same thing happens on the blog, often there are comments of unpleasant content. You must understand that this is normal and not dwell on it. Rude people in the comments should be answered as politely as possible or simply banned and deleted.

Client base: quantitative and qualitative composition

A lot of people are chasing large databases - 8-10 thousand subscribers, or even more. But here we need to talk not about the number of customers in the database, but about the ability to sell to so many people, the ability to establish contact with them. Even with a relatively small base, you can make good money if customers are loyal. Therefore, there is no need to chase the number of people in the database, quality is paramount. For example, I earned my first million on a base of nine hundred people. And I know examples where more than a million dollars were earned on a base of one and a half thousand people.

A good friend of mine who sells influencer tech has a small base but a 40% response rate. That is, every time he sends out a commercial offer to his customers, 40% of them buy from him. This is a crazy conversion!

Here a paradox arises: the larger your base, the less response from it. Response is an indicator of the quality of your submission. Therefore, work on the quality of communication with customers, give out more useful content, and they will be happy to purchase services and products from you.

Do not write to the database on the principle of "just to unsubscribe." You need to work with the database every day, trying to attract an increasing number of customers, regularly test new types of advertising, launch different chips - viral marketing, interesting questionnaires, etc. Something should happen every day. You can relax when you have at least 20 thousand subscribers in the database and good contact with the audience, then there will be no problems with recruiting for training, constant consulting, etc.

By following these simple instructions, you will achieve high results very soon.

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From the author's book

From the author's book

Maintaining a client base - registration sheets The task of maintaining any client base is so that not a single contact is lost. It's great if you have a CRM program in your club (on the Russian market there is a special product for maintaining the client base "Profile" of the company