Are you feeling discouraged by the news?Or concerned about your open schedule?Is your practice in seasonal slump or taking a hit due to economic hard times?Either way, how do you survive and even thrive in lean times?This economy provides you with the necessity to rethink, review, and recommit to all facets of your private practice. You can adopt the necessary tools to help your practice weather the storm.We are in a business where demand is not going to go away.Counseling services are not going to be less needed as the going gets tough, but how do you keep your practice afloat, when clients may need counseling but may struggle to be able to afford it? Here are a few suggestions for how to keep your marketing up when the overall business climate is down, that I think we can all adopt some aspects of. 1. Turn up the volume. When people are distracted by bad news or economic concerns, you may need to communicate more often or more visibly. Where an email might have done the job before, now you may need to pick up the phone or send a postcard. Instead of just one follow-up call, you may need to make two or three. If your business is slowing down, make use of the extra time you have available to ramp up all your marketing efforts. 2. Become a necessity. When clients are cutting back on discretionary spending, they need to perceive your services as essential. Look for ways to "dollarize" the value of your services. How can you help your clients save money, cut expenses, or work more efficiently? Will your services help them gain more customers, increase their income, or experience less stress in tough times? Tell your prospects exactly why they need you, and why they shouldn't wait to get started. 3. Make use of your existing network. It's always easier to get your foot in the door when someone is holding it open. In a slow market, referrals and introductions can be the key to getting new business. Seek out opportunities to propose repeat business with former clients, too. Uncertain times encourage more reliance on trusted sources and known quantities, so warm approaches and existing contacts will pay off better than cold calls or mass mailings. Pay attention to discussion forums such as the one moderated by www.psychologytoday.com.Stay connected with your colleagues both locally and nationally. 4. Explore partnerships. Working with a partner can create more opportunities for both of you. By sharing contacts, you each increase the size of your network. Together, you can multiply your marketing efforts and share expenses. A partner with a complementary business can allow you to offer a more complete solution than your competitors can.Two practitioners in my office (nutritional counselor and hypnotherapist) offer a weight management program, which includes a set number of hypnosis, nutritional counseling and educational groups sessions for a set price.They pool marketing efforts, and support eachother’s individual practices. 5. Meet people where they are. In a down economy, prospects are even more price sensitive than usual. Instead of slashing your rates to get their business, propose a get-acquainted offer.Offer brief free consultations if you have not previously.Consider offering packages ($80/session or three sessions for $200), groups, seminars, workshops, free informational talks, or adopt a sliding scale Once clients see you in action, they'll be more willing to spend.Reevaluate your ideal client, and focus on strategic marketing to reach that client population 6. Be Flexible.If you have depended on insurance referrals or EAP referrals, you may try to learn more about what needs are not being filled by providers in your area.For example, talk to the provider relations department and ask about this.I have found that many panels I am on, have difficulty finding certified drug and alcohol counselors in North Portland, as well as counselors who work with children or families..Develop new specialties.Pursue training or certification in couples work, adoption and foster family issues, fertility issues, etc Psychotherapy Finances is a monthly newsletter that offers various suggestions and information on managing your private practice. (www.psychotherapyfinance.com). In most issues they highlight a particular niche, as well as listing insurance companies who are accepting new providers. 7. Keep a positive attitude and a long-term perspective. Surround yourself with optimistic, proactive people and stay away from those who broadcast doom and gloom. Look for inspiration in stories, music, or films that make you feel positive and hopeful. Remember that economic downturns have happened many times in the past, and they don't last forever. You can't control the economy, but you CAN control your reaction to it. Above all, take care of yourself.Practice self soothing skills, visualize your resiliency, even success, and remain clear-headed so that you can take action not based on a fearful reaction, but with planning and strategic consideration. Ask Rachel What topics would you like to see addressed under the heading of private practice in your ORCA newsletter? Please submit questions or topics of interest regarding managing a private practice to Rachel@thegrowthplace.com, ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Rachel Starck is a Licensed Professional Counselor in private practice at The North Portland Growth Place.She provides consultation to counselors in private practice, as well as counseling to individuals, couples and families.For more about Rachel’s practice and available office space, go to www.thegrowthplace.com
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Heal ~ Grow ~ Flourish
Website created and maintained by Rachel Starck, Updated April, 2012