Understanding the Core Needs of your clients
('sell' them what they think they want but give them what they actually need)
Following a poll I posted in TTN Facebook Group this was the most popular subject, so as promised here is something I hope will assist you. The world of therapies and healing can be quite a tough nut to crack in some ways with regards to really understanding your client’s needs, because as a therapist you know you can help them on so many levels with so many things!
Having worked in Complementary Health & Healing for many years I never thought too deeply about what my client ‘needed’, as I intuitively gave them what I thought they wanted. What I realised (after many years of 1-1 sessions and running workshops & events etc.) was that my clients or attendees would invariably come with something in mind that they wanted to deal with, or – as was usually the case – simply because they were drawn. What they subsequently got out of the session or workshop was always more than what they came for, and at a much deeper level.
It’s only in recent years having been around £million businesses and serial entrepreneurs that I’ve cottoned on to a thing or two about all of this, and seen that there are actually learnable ways of understanding what your clients need and then offering it to them in a way they ‘get’.
Think about this…
What would your client say they want, if you really dug deep? Just one thing…To Sleep? Have boundless Energy? To earn more Money? Feel Confident? Stop an Addiction?
Once you know what that is – ‘sell’ them that one thing (what they think they want). You know you can give them so much more, but once they are with you, you can explain and do (if appropriate) whatever else you can offer (what they actually need)!
Example: Miss X might say she wants to be happy in her relationship again. What she actually needs is to learn to love herself, but if you try to ‘sell’ her the idea of the latter she won’t be interested.
We usually know what our client needs and that's what we often try to 'sell' them, but it’s much easier to serve them with what they think they want. For example, one of the things my clients think they want is to build their therapy business with no marketing. So I 'sell' them the No Marketing Marketing Solution. The course I offer is about Knowing Your Mission, Sharing Your Message and 'Shining Your light' with the world. Guess what? It's all ‘marketing’, but without the client having to feel like they are marketing or selling themselves.
Top tip - no-one buys in a confused state, so whatever you say, make it simple and results focussed i.e. a reflexology session can give you boundless energy. One therapy option, one result. Keep It Simple Sweetheart (KISS) x