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Marketing Myth #3: The False Choice and the Assumptive Close
People in sales and marketing often go through hours of training to learn how to get reluctant customers to say yes. The tactics they use are often manipulative. They put the need to sell before the customer's need to make the right choice for them.
If you're in the healing professions, it's a BAD idea to do business this way. Whether you do psychotherapy, massage or alternative medicine, TRUST is a huge part of what you're selling. You have to put the client's needs first - including the need to be able to say "no."
A lot of therapists and healing practitioners are turning to marketing "experts" now to learn how to get new clients without depending on insurance referrals. Often these experts recommend techniques that undermine trust.
One example is the False Choice. Typically, after a longish talk about the services provided, the business person is advised to give the consumer a choice like, "Would you prefer to schedule your appointment Monday or Tuesday?" The idea, of course is that you are not giving the option for the client to say, "I need more time" or "I'm not interested."
Similar is the Assumptive Close. This one goes, "So, can I put you down for the 5-session discount package, or should I go ahead and sign you up for 6-months with the really big discount?" Not only is there no real choice here, but there is an assumption that the client is going to sign up for something, it's just a question of what.
We've all had these experiences. They don't leave us feeling taken care of. They may give us the message that it's our job to comply with - and therefore take care of - the person selling the service. Later, there is going to be resentment, lack of full buy-in, and distrust that gets in the way of true healing.
So what do we do instead?
One of the best alternative marketing practices I've learned came from an aesthetician who started up her business putting everything on credit cards. At close to 18% interest, you would think she might come a place of fear and lack. But instead she did the opposite.
She decided to go all out, creating a beautiful space for prospective clients. She gave a free treatment - something low cost to her, but high value to the client. She created a place where prospective clients felt that she didn't need them at all, but was really there to nurture and care for them.
Within 6 months, she had filled up her schedule by giving services away, providing a truly safe and nurturing place for clients, and allowing word-of-mouth to do the rest.
When you provide a really valuable service, and you really care about your clients, your business will grow. People need value and care!
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