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In this featured piece, award-winning career coach Marty Nemko shares a sure-fire way of communicating with prospective clients.
My website encourages prospective clients to email me a brief description of their situation.I ask that they email rather than phone me to avoid my tendency to spend too much time with a prospective client, often ending up donating a free half-hour session. In addition, with email, I have time to reflect and, if I feel I shouldn’t offer an appointment, saying no is less awkward. Plus, sometimes, all they need is a bit of free advice, which is more likely remembered if in an email.Whether you’re a clinician in private practice or anyone else who would like to attract appropriate clients, patients, or customers, perhaps this sample will help. It could be appropriate for your website, LinkedIn, Facebook, etc. This is not the description of what I do. That’s because I’m a career and personal coach, which will be relevant to too few readers. Also, to use mine might appear self-promoting. So, here’s the kind of description I’d put on my website if I were a psychotherapist. In italics, I embed underlying principles, which may be useful not just in communicating with prospects but in general.
I tend to be most helpful to people who are struggling with anxiety: whether generalized or specific, for example, a fear of authority, social interaction, or public speaking. (Prospects prefer to work with someone who specializes in their situation, not a one-size-fits all person.) My approach is individualized to the person: Sometimes, we identify and try to address irrational thoughts. Less often, we discuss lingering effects of earlier trauma in your life. Still other times, we get down-and-dirty practical: coming up with specific behavioral changes to try. (Most prospects prefer to work with someone who can draw from multiple approaches.) Indeed “try” is the operative term. We try things out and adjust as needed. (That cues the prospect that the practitioner has patience, an experimental mindset. It’s reassuring to clients to know that if one approach doesn’t work, there will be others.) To help you better assess our compatibility, I’ve made a little YouTube video that tells you a little about me personally and professionally. (A video gives clients a better feel for compatibility than just a written bio.) If after reading this and watching the video, you get the sense that we should try a session, my email address is X and my phone number is Y.
Related: How Decoding Body Language Can Improve Your Life (commsroom.co)
Recently, I wrote this response to a prospect’s query. In italics, I note the embedded principles. This prospect is a burned-out English teacher with a background in musical theatre.
Hi Tom (name changed to protect the person’s anonymity),(finding common ground ): I too love good books. My favorite is All The Light We Cannot See, and I have a pile of books next to my bed. (A bit of candid revelation can be bonding.)(Informality too can be bonding): And yeah, I wish that our hope for teaching would, outside of mockumentaries, be realized. (Stating honest agreement with the prospect, who is a burned-out teacher, is another way to bond..)Now, turning to your next steps. Do any of these intrigue? (The following tests the waters of whether the person merely needs a suggestion rather than counseling.)
- Changing the way you teach English: different books, dressing up in costume, or as I did,: having my class act out scenes or a short play. (Three examples is often optimal: That gives choices but not so many that it’s overwhelming.)
- Teaching a different subject or grade level.
- Trying to get a job at a school with more motivated kids.
- Tutoring.
- Providing an after-school musical theatre program, whether self-employed or at some children’s theatre program at your school or an outside one.
- Something outside the world of teaching or theatre, yet to be determined. (If the prospect chooses that option, it suggests s/he would benefit from career counseling.)
Of course, the issue may not just lie in what to do but how to address internal or external barriers to making the transition. If that’s the case, we discuss those. (That makes clear that career counseling usually goes beyond just coming up with ideas.) What do you think? (J.W. Marriott called those the four most powerful words.)Marty Nemko
Even though I sent my response Sunday, the day after Christmas, the person responded in ten minutes, requesting an appointment.
Of course, your style is likely different from mine, but writing a thorough response to a query is ethical, generous, and boosts the chances that appropriate prospective clients will choose to work with you. It’s worth taking the time to craft such a response in effective communication with prospective clients.
This article was originally published on the Psychology Today. (A few tweaks were done to fit length and style.)
Marty Nemko, Ph.D., has been named the "Best Career Coach" in the San Francisco Bay Area. He has coached 6,000 clients in their careers and personal lives and has a customer satisfaction rating of 95%.
