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Marketing Myth #2: Forcing the "Yes" Answer
Many of us have resistance to marketing our services. I think it's because we know how manipulative marketing strategies can be. As therapists and healers, the LAST thing we want to do is manipulate or disempower our clients.
So, we read what the gurus say (or leave our coaching sessions) feeling stuck, stumped, and like we'll never be able to get enough clients to make a good living.
But we really don't have to manipulate people into becoming our clients. People don't want to suffer, and there is a lot of suffering out there. Traditional medicine doesn't address the pain that comes from stress, emotional baggage or the normal limits of self-awareness.
It's really only therapists, body workers and alternative healers that can address the systemic issues that cause chronic physical and emotional pain.
THE WORLD NEEDS US!!!
So let's deconstruct this common marketing myth:
You have to ask questions that make the prospective client say "yes."
An example of this strategy is to ask questions like, "Do you ever have pain on waking?" or "Do you feel sad or anxious more than once a week?" When the client says "Yes," she is seeing herself in the question. And, she is entering into a subtle trance state (being hypnotized by uttering the word "yes!"), in which she is more receptive to the next suggestion.
I like the idea of mirroring clients to let them know you understand their pain. After all, feeling understood is often what we need to feel safe enough to allow ourselves to heal.
But if the "yes" part feels too slimy, then DON'T DO IT!
It really is okay to ask open ended questions about the client's problems, and then reflect back what you've heard. This is an active listening technique that shows you are listening, making an effort to understand, and are open to corrections from the client.
An example of this "strategy" is "Tell me about your pain." The client may then respond. "It seems worse in the morning, pretty much every day. And then sometimes I move the wrong way and there's a strong pain, like something goes out."
A mirroring response might be, "So you feel pain pretty much every morning, and then at times, a strong pain if you move a certain way."
This response lets the client feel heard. She may then end up saying "yes," but she also has the freedom to say "no" or "Well, it's not just a strong pain, it feels like something is out of place and that can last for days." Then you have the opportunity to clarify what you heard.
This subtle difference is highly significant in setting the stage for the kind of relationship you develop with your clients. At some level, the client in example one knows that she is being "herded" toward a specific answer and toward a sale. Her problem has taken a back seat to your need to make a living.
This interaction may color the entire rest of your relationship, and may create more unconscious armoring for the client, impeding or even preventing true healing from taking place.
If you feel uncomfortable with a marketing strategy, there's probably a good reason. Don't do anything that feels yucky - no matter what the experts say (including me!).
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