Everyone is leery of the unknown. Some of our potential therapy clients have concerns. These people need your product or service, but you must convince them that you can be trusted and they should work with you. Often their concern comes from a limited understanding of what you do. Or they may have a friend or family member that had a bad experience with a therapist. There are “bad apples” in every profession and unfortunately there are times when others have to overcome problems caused by such people.
Understand and Appreciate Their Concerns
Never say “You can trust me”, “You are silly to be worried”, or “Put yourself in my hands”. This is condescending and won’t win over the potential client. Keep in mind that the potential client has every right to be concerned and to request more information. Instead of dismissing these concerns, you need to address their worries. Confirm that you can help them and that you want to gain their trust and confidence.
These are a few examples of comments that you can use:
- “It’s understandable to be worried…”
- “I understand why you have concerns…”
- “You’re obviously not a person who takes risks…”
- “I remember you mentioned your friend who…”
These comments show that their concerns are justified and that you understand them. However, you shouldn’t make these comments if you don’t believe them.
Give The Power to The Client
When you communicate with potential customers, share your knowledge with them. You can do this on your website or blog with educational articles and useful content. In other cases, you can share information with them face to face or through your promotional materials, such as flyers, brochures, etc. It’s important that you use wording that the person will understand. Using jargon and technical terms can be frustrating and confusing – and especially when you should be helping them understand your therapy and your practice in more detail.
You can accomplish similar goals through your website by providing a series of articles. The customers who need information can click on additional articles if they need more details. You give the potential customer power through the additional knowledge. Educate them about your products or services and help them understand why you are the right person to provide the therapy or products that they need. Through this knowledge, you give them the power to make an educated decision about whether to deal with you. This is also a great way to show that you respect them and are willing to put in the effort to overcome their concerns.
Repeat the Important Points
When any customer asks a question – listen to them. This is true whether they ask you in person, on the phone, through email or an online comment. Listen to what they have to say and give them a complete and accurate answer. Share the additional knowledge that they need to understand more thoroughly. Repeat the important details and be sure the customer understands. Understanding is critical in helping a hesitant and concerned potential client move past these concerns.
You need to provide enough details so that they get the point. Every customer has different needs and it is up to you to give them what they need. These concerns are usually a big part of the reason they are hesitant to visit a practitioner for the first time or to go back to a therapist. Their own negative experience or the experiences of friends or acquaintances that were bad can be a powerful deterrent and it will keep them out of your office.