Are you ready for the big change?
The “Complementary therapy” label is about to die and with it many of itspractitioners. This is actually good news because the label is about to die only to make room for a bigger, fresher and more official one; “Therapy” or “Treatment”.
I guess that you may be asking yourself what this means and whether it makes any real difference. In fact, you may be asking yourself whether you should keep on reading at all. I strongly invite you to carry on reading as this very article might be the one thing that makes the difference between passion with no money and passion with rewards! This article might give you the opportunity to learn how to ensure that others see you as a professional therapist and that you canbuild a successful business whilst helping others.
In the past, complementary therapy has been criticized, then acclaimed, then criticized some more, then acclaimed and so on, back and forth. Most of time, complementary therapy rooms were the destination of people with solid spiritual beliefs whilst “professionals”, skeptics and “old fashioned” members of the public would stick to the good old GP prescriptions and nothing else; whether these worked or not.
More and more often today we see people seeking help and advice directly from complementary therapists and GPs themselves are referring more and more clients to alternative therapy professionals. What this does is simple; it kills “complementary” and “alternative” and it makes it more and more official.
Hypnotherapy, EFT, Acupuncture, Reiki and other therapies are becoming more and more popular among the general public and people are getting more and more educated. The main natural consequences of the above are two which, if ignored, may be the beginning of the end of your therapy business.
1. With the general public being more educated and so you must be more accurate and congruent as the level of awareness raises within the consumers.
2. Having noticed the demand, other people may spot the opportunity to help others whilst making a living and add to your competition.
Whilst some may think that the above are threats, I truly believe that they are a blessing to both therapists and clients. Why? Simple! Clients are safer and better looked after and therapists can make a better living doing a noble profession.
There are two simple things you need to do as therapist in order to make this transformation convenient:
1. Ensure that you are professional in all ways. This includes the way you dress (you must be professional), your knowledge and skills (you must attend CPDs), your premises or the clinic you operate from (which must be clean, well known, located strategically – never work from home unless you have a separate building/detached room), your fees (the lower your fees the lower the perceived value), your website (it must communicate professionally), your business card, your opening times (part timers will struggle) and your marketing knowledge (no marketing = no clients, bad marketing = still no clients and even less money).
2. Your rapport skills. Whatever your profession, you must be able to build rapport with your clients almost instantly. When I first started years ago, the only complaints that I have received (very very few), were not for the results of my therapy/coaching, but because I did not build rapport with my clients. 80% of GPs who did not build rapport with their patients, will receive a complaint. GPs whobuilt rapport with their patients, are less likely to receive complaints even when they do make mistakes.
Being able to build rapport is fundamental if you want to be successful in this business; you work with people not with their problems and many therapists/coaches focus too much in the issues and not enough on clients. They forget that clients are there because they need attention, they do not need attention put on their issues, they need to be directed onto their solutions.
Complementary therapy is dead!
You are all becoming a bigger, more influential and more official group within the healthcare industry.
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