Sales and Marketing Strategies for mental health professionals

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In a previous post I offered some presentation tips that have served me well over the years. I thought it would be a good time to review some of these points and share additional ones.

Dive in!

I used to give talks that were downright painful. I’d start with introductions, move to a review of objectives, talk about how my presentation would flow, tell you why I was presenting the material and how it would help. Then I’d begin with a series of facts to support my points, or present a theory and discuss all the details around it.  And if 10% of the room was still actually awake at that point I’d be amazed.

You need to connect with your audience immediately or you will not get them back. One of the best ways to do this is to begin “in the middle”. Drop the intros (better yet…have someone else introduce you), and start with a thought provoking question or story.

Storytelling Wins Out

Take note of the video below. How does Dan Heath engage the viewer and explain his main points in such a short period of time? Through the power of story. Stories offer a way for the audience to relate to and emotionally connect with what it is you are trying to say.

Use Imagery (See my “slideshow” post for details)

“You can’t really see the graph, but if you could this is what it would be telling you.”

I cannot tell you how many talks I’ve attended that were riddled with graphs and models that served no purpose.

Use images over text when possible, but be sure they are images people can easily see and understand. Images build interest, connect the audience to your story, and help to create space for change.

Simplify

Be clear about the purpose of your talk and stay the course. Have a key message that will capture people’s attention, and create the kind of positive change you are envisioning. Structure your talk so that your key points are able to shine through.

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Questioner: “Is not gradualness the law of life?”

Maharaj: “Oh, no.  The preparation alone is gradual, the change itself is sudden and complete.  Gradual change does not take you to a new level…  You need courage to let go.”

Questioner: “But I need time to collect my courage…to ripen for action.”

Maharaj: “The entire approach is wrong.  Action delayed is action abandoned.  There may be other chances for other actions, but the present moment is lost – irretrievably lost.  All preparation is for the future – you cannot prepare for the present.”

Preparation and planning are intoxicating.

We write plans to feel in control and make the ‘right’ decisions.  And yet, we focus our energies on past and future – on things outside our control.  We create and follow a plan that is akin to one big spin of the Roulette Wheel.  We’ll refute this notion, but it’s the truth.

I’ve always been a big planner.  When business would go sour I’d start crunching numbers, review best practices, and spend days creating a detailed plan of action.  I was paralyzed by planning.  As fate would have it, I decided to change my approach. I wanted to see what life would be like if I decided to act in the moment, to ride the energy of inspiration and conviction.

I still have plans.  It’s just that their scope and purpose have shifted.  I’m now free from second guessing and fear, free from an untold number of things.  Today, my ‘plans’ are designed to keep me focused on the present while being mindful of the future.  It’s a dynamic process that keeps me in action mode.  I learn and see by doing.

People will tell you a well thought out plan is a must.  I disagree.  Courageously following your convictions may be scary, but following a plan that has no connection with reality is even scarier.

Let action follow your conviction.

If inspiration hits you, give it the attention it deserves at that very moment.  Don’t be lulled to sleep by your preparations. Follow the energy.  It will lead you to the knowing you thought planning would open.

And remember: “Action delayed is action abandoned.”

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A Summer Story

July 12, 2010

A pale green lizard is cooked by mistake, and worms become crust along the pavement.  And you?  You walk out into the heat of summer sapped of energy, hoping to fall off into a daydream.

And what’s stopping you?  Your colleagues and clients are in far off places.  There’s no one home.   Where do you find the motivation?  How do you push yourself to find new ideas and opportunity?

It’s hard.  Well…not the idea generation process.  That’s not really hard.  Giving yourself permission to have them – that’s hard.

Ideas are often dulled by tough critics, unreasonable benchmarks, and the almighty dollar.  Most ideas are thrown away before they ever have time to grow into something deliciously unexpected.

But we can still triumph.  In the midst of a sun-baked summer, we can get closer to opportunity by boldly pursuing our genuine interests.

We can be unafraid of our ideas and desires.

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Where do the opportunities lie?  The Gartner Hype Curve may provide some interesting answers.

The curve was designed to identify the typical life cycle for a technology product.  And while services are obviously quite different from technology products, this curve will give you an interesting way to view your marketplace.  It’s a tool that will help determine where the opportunities are and what to expect in the future.

At first there is “the idea” that arises.  It’s here that excitement builds.  People explore, criticize, and champion.  Visibility spikes because of the newness of the idea, but at some point it peaks.  And then comes the inevitable dip.  Perhaps the excitement simply waivers, unexpected challenges occur, or a growing resitance takes hold.  Working through this critical period is often what separates the successful from the not so successful.  But there is good news on the other side!  If a product or service survives this dip it will see a healthy upswing in interest and adoption.  It will have reached a critical perception and market penetration point where sustained growth takes place.  And then finally, a product or service reaches maturity.  It remains a viable business opportunity at this stage, but the growth is not as dramatic and the opportunities shift.

I have attempted to position four phenomenon within our profession along this curve: online therapy, social networking, coaching and traditional psychotherapy.  Each one of these is at a different stage of maturity, and I am quite certain other more knowledgeable folks will have differing opinions as to where these four fall along the curve.  Irregardless, I am using these four services to show how the curve works and how opportunity shifts depending on where something resides along the curve.

The Gartner Hype Curve

The newest kids on the block are technology focused (online therapy, social networking).  You could make a case that both are at beginning stages of growth where there is much talk, deliberation and experimentation.  As both the general population and professional community turn a critical eye to these two models, there will be needed criticism that will take place as these services move into “the trough of disillusionment”.  From out of this stage, will come new found opportunity as issues will be resolved (e.g., ethical standards created), and the service or idea becomes more acceptable to the masses.

Professional Coaching, to a large degree, finds itself ahead of the two technology-based service models.  I would argue that it can be found along the “slope of enlightenment” as credentialing is taking place, customers are demanding the service, and professional bodies are beginning to look for ways to integrate it into their professional models.

Traditional psychotherapy would no doubt fall in the “plateau of productivity”.  Some 10 million americans made 86 million visits to psychotherapsts from 2006 and 2007.  Nearly one out of three persons (80-90 million) have had some experience with psychotherapy.  This is a critical mass of acceptance that cannot be ignored.

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“If I’d have asked customers what they wanted, they would have told me, ‘A faster horse!’ ”  -Henry Ford

In the 1920’s and 30’s, the standard form of treatment was psychoanalytic in nature, consisting of four to five sessions per week for years at a time.  Psychological problems were seen as the result of intrapsychic conflicts and unconscious motivations with an unwavering emphasis on the past.

Let’s think about this for a moment.

What insights would people have been able to provide in 1930 if you asked what they wanted from your services?  What would you and I be able to brainstorm and offer our community if we were practicing?

My guess is we would not be entertaining thoughts of family therapy, ADHD treatment, or short-term cognitive therapy.  Online Psychotherapy?  The mere mention of it would be unintelligible and viewed as completely absurd.  Yet all these have come to pass and are in various stages of growth.

It’s difficult to see beyond the surface.  We look to grow our practice and expand our careers, but we may only be able to see a few feet in front.  We only see the “faster horse”.  The context of our lives provides a backdrop that rewards the obvious.

Public opinion is an even trickier and more dangerous factor to consider.  It makes perfect sense to seek out those we respect most, and it is considered wise to listen to what the community is saying they want and need.  But do they really know?  Consider the lesson offered by Henry Ford.  Progress and innovation rarely come from a place of knowing.  At some point we must look beyond the feedback, opinions and daunting criticisms.

Avoid the temptation to accept things at face value.  Use the advice and input you receive as inspiration to change, but don’t let it define your direction.  In the end, you must look inward and do the work you believe is worth doing.

If you choose not to, your “possibilities” will only reach out to the realm of what already exists.  And as others begin to stretch the boundaries, linear progressions will be broken.  A sudden “leap” in progress and innovation will occur.

That’s when you’ll find yourself chasing cars on horseback.

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Some experts believe websites should be designed to move visitors along a continuum from point A to B.  Under this model, each web page is seen as part of a process, not a place to visit.  Others talk about the importance of simplicity when designing a site.  Websites must have a sense of purpose and clarity so readers aren’t confused by clutter or mixed messages.  More recently, web experts talk about moving away from a “static website” model to one that stresses community and conversations.

All of these bits of advice are important and useful.  However, before we get ahead of ourselves, let’s not forget about the most essential of all website tips.

YOU NEED TO HAVE ONE!

Last week I shared the story of Pam Dyson, a St. Louis based therapist who noticed that almost none of her colleagues had an online presence.  She jumped right in and became a very big fish in a small pond.

There are all kinds of choices when it comes to building a website, and this is part of the problem.  The options seem endless.  People freeze up, don’t know where to turn, and choose to do nothing.  You may decide to take action, to follow in Pam’s footsteps, but then you’re left wondering how in the world to get started!

Here’s a resource I believe will help you move in the right direction.  It’s from a company called TherapySites.com.

If you don’t have the money to spend on a custom designed website I highly recommend www.TherapySites.com.  I was able to spend some time talking with them about the state of the industry and what they had to offer the clinical community.  Below are excerpts from that conversation.

Good luck and if you decide to give them a try go to their site HERE and use the promotional code PromoDD.  You’ll get the first month free for being a part of my Blog community!

Q: What is TherapySites?

A: Our product was created to be an online marketing solution for therapists who want to successfully market and manage their practice online, but who may not have $2500 – $3000 to fork out for a custom website.  It is the quick, easy and affordable website option that outperforms most websites while still looking ever bit as professional.

Q: What sets TherapySites apart from other website companies?

A: TherapySites specializes in working with therapists.  We are experts at what makes a therapist website effective, engaging and optimized (*This means we work hard to get your site noticed online in all the right places).  TherapySites is extremely easy to set up, offers everything a therapist needs for a professional, therapy tailored website, at an affordable price.  But I’d have to say the biggest thing that sets us apart is the search engine optimization that we give all our customers.

Search Engine Optimization refers to the process of improving the volume and quality of traffic to a website.  The real name of the game in website marketing, is to show up on that first page when someone does a search for therapy in their area. TherapySites does a lot to fulfill this for many of its customers in a variety of ways. One way is by listing each of our websites in over 50 different online directories and and all of the top search engines.  Additionally, TherapySites has optimized all of it’s content and metatags.  And, in each of our websites there is a “Hot Topics” section where we update monthly, the latest articles that are getting the most buzz in the mental health field.  Together, all of this tells search engines that a TherapySites website is content rich, with relevant information that people want and is well networked throughout the web.  This all boils down to great search engine results for our customers and ultimately new clients.

Q: What sort of results are your customers experiencing from their websites?

A: Our customers are thrilled with the performance of their websites overall.  Many are reporting a first page listing on google search engines.  And, are seeing a consistent flow of new clients because of their website.  One customer I recently spoke with was excite to share that she was receiving a new client weekly from her website. It is very satisfying to work with our customers this way and see such great results for their practices.  The results of course will vary from city to city depending on the demand for therapy and the competition.  TherapySites is proud that it’s customers are so satisfied and this is shown in our 98% retention rate.  That’s really saying something since we have no long-term contracts and our customers can cancel anytime.  So I’d say our websites are definitely providing a great service.

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