Getting New Psychotherapy Clients: The Initial Consultation

The free consultation is a powerful tool for getting new psychotherapy clients. If you’re not using it yet, it’s time to put it into practice. If you’re already using it, read on to see if you’re getting the most out of this.

Psychotherapy Marketing
Many psychotherapists do not like to think of themselves as marketers. However, if you are in a private practice, the question is not whether to market or not, but how effective you are at marketing.

Marketing is about customers’ impression of you and your ability to help them. This impression is formed every time you speak to existing or potential clients. You owe it to yourself to make the best impression and instill confidence in your abilities.

Getting new psychotherapy clients
How do most customers interact with you for the first time? If you are like most therapists, start with a phone conversation. This gives the client the opportunity to tell you a little about themselves and learn about you and your style.

During this initial conversation, potential customers are likely to be a bit hesitant and unsure of the process. They may feel intimidated when talking to a counselor or psychotherapist. They may feel embarrassed or nervous when talking about their problem.

It’s your job to guide them smoothly and confidently through this process so they feel comfortable talking to you and ultimately comfortable hiring you.

Here are several key points about the initial consultation:

• This is NOT therapy. You are not trying to solve anyone’s problems. This is just an opportunity for you and the client to get to know each other.
• Set a specific time limit. Fifteen minutes seems ideal. Less means the customer feels rushed in the conversation. More means they think of it as a mini therapy session.
• Schedule the consultation. Setting a specific time with the customer is important because it puts a value (and a limit) on their time. After all, you’re not just sitting around waiting for customers to call, are you? (Okay, even if you are, you want to give the impression of a busy schedule.)
• Use the phone. If you invite the prospect to your office, you will NOT limit it to fifteen minutes. It will take much longer than anticipated and the purpose will be lost.

The new customer consultation process
So you’ve scheduled the query, now what? I recommend that you have a clear idea of ​​how exactly it will work. Think of this almost like a script. Remember, the customer is counting on you to guide them through this process, so it is important that you know in which direction they are headed.

1. Ask the client to tell you a little about why they are seeking therapy.
2. Be empathetic and understanding. Your purpose here is to establish rapport, just as you would in an initial therapy session.
3. Share stories of other clients you have worked with and whose situations are similar. This lets them know that you not only understand what they are going through, but also assure them that you have experience in this particular area. (If you are not experienced in this area, talk about the most closely related customer success stories you can.)
4. Make the transition from here to a brief explanation of how it works. These should be just a few sentences about the focus of your treatment, the length of the session, the evaluation process, the length of the treatment, and anything unique about working with you.
5. Indicate your fee per session. (It is important that this is discussed and the client may hesitate to ask.)
6. Let the client know that the best way to start is by scheduling an assessment session. This allows both of you to make sure it fits, and from here you can collaborate on the rest of the treatment.
7. Offer the client two possible appointment times.

References
After you’ve practiced for a while, you will begin to receive referrals from clients and other treatment stakeholders (such as doctors, attorneys, and school counselors) with whom you have developed relationships.

Typically, these references will also contact you by phone. Referrals are generally your best source of new clients because they are already “pre-sold” on your skills as a therapist. Also, they probably already know what your rates are, especially if they are referred by another client of yours.

You should use your best judgment when you first speak with a referral to see if they just need to make an appointment or want to schedule an initial consultation as well.

Effective initial consultations are a valuable marketing method for obtaining psychotherapy clients, especially for therapists just starting a private practice or those who are building a private practice.