Support Your Client's Buying Process (Part Two)

In Part One of this two-part article series, we talk about the importance of having a dedicated time and structure set up for connecting with interested parties and helping them make a commitment to becoming your client.

It's a process we cover in depth in one of the most popular classes of the HTH PracticeBuilders Program, "Mastering the Introductory Session." In that class you will learn the best structure for your first 1-1 contact with a prospective client, and the 5 essential steps to cover so they are ready and willing to sign up for your wellness services!

In this second part, we share how to invite new clients into your practice using small, manageable steps.

There are two important parts of client psychology that you must keep in mind when marketing and promoting your practice. One is that clients have to go through a "buying process" before they can make a true commitment to working with you. You should structure your initial contacts with clients so they support this buying process. We covered that in Part One of this two-part article series.

The second critical component of client psychology that you need to keep in mind is that people like to buy in bite-size pieces. You want to design all your marketing and client generation activities with this in mind. Structure your marketing system so that you are always asking for small, manageable commitments from your prospects. Here's what we mean:

People buy in bite-size pieces

Most people are more comfortable entering into a commitment (such as investing significant amounts of time and money in wellness work with you!) if they can buy into the commitment in manageable chunks.

Ever tried a free sample of food at the health-food store? Did you find it easier to buy an unfamiliar item once you'd tried it for free? What about the free passes to that health club you just joined? Well, the same principle applies here!

Don't ask someone to plonk down $75- $200 for a new wellness service "cold-turkey"! Very few people will do that (even if they do they're often not good clients, because they are either too impulsive and didn't think it through, or have unrealistic expectations). Instead, lead your clients into the decision to work with you using small, manageable commitments.

When you ask someone who's just heard of your services whether they'd like to come in for a treatment, session, or sign up for your program, you are asking them to make several leaps in commitment in one go! You're asking them to:

- take time out of their busy schedule
- open themselves up and receive an intimate, perhaps scary service from an unfamiliar person
- feel obligated or guilty if they don't like your services
- and on top of that, to pay for the privilege!

No wonder they often hem and haw or politely agree to "think about it" when you suggest they book an appointment with you! And no wonder you feel awkward about "selling" your services, after a few rounds of this kind of interaction.

The cold-turkey approach doesn't lead to many clients and worse yet, it discourages you from promoting your practice. The trouble with this approach is that you are not fully supporting your prospective client's buying process.

Instead of a "cold-turkey" offer, you want people to be able to experience something like this:

Person meets you at a party -->

-->Signs up for your free newsletter-->

-->Attends your free teleclass/talk announced in newsletter-->

-->Signs up for Intro Session that you announced in your talk-->

-->Attends Intro Session, receives your value-rich service and your support in deciding whether to continue working with you-->

-->Signs up for your entry-level Wellness Program described in Intro Session!

Now be honest: doesn't the above process sound so much more natural for your clients to go through? And doesn't it also describe some of your own experiences when you've made a good buying decision, one that you got a lot out of?

The person who set up their marketing process so that your buying experience could be this natural was really taking care of you and serving you, right?

Well, that's YOUR job too! When you understand the client's buying process, you are fulfilling your purpose as a helper and serving your clients! And if you are NOT doing this, then you are not fully serving all the people who could benefit from working with you.

You see how this process is not about "sales", it's about SERVICE? We hope you do, and that you are committed and fired up to offer this level of service to your prospective clients and all your community!

Understanding and supporting the client's buying process is a critical, and effective, practice-building skill that many wellness professionals have not fully developed or embraced yet. (Those who do, have successful practices with all the clients they want!)