When I’m coaching counselors on how to build successful private practices, the number one question I hear is: “Where/How will I find enough clients?” The fear of hanging out your shingle and sitting in your office waiting for the phone to ring weighs heavy on the hearts of many of the brave souls who are venturing out on their own.
Once you’ve chosen a target market (or two), you can now take the biggest, and potentially the most important step in growing your business. You are now able to identify the “Gatekeepers” of your target market.
Gatekeepers are those folks who have access to, and influence over your target market. They are able to send you lots of referrals; they are able to get you in front of a lot of your potential clients; or they are able to help you build your credibility in the eyes of your target market.
Here are 5 steps for how to identify the Gatekeepers of YOUR target market, and utilize them when you are building your practice…
- Determine where your target market “hangs out”. What do they read; what websites do they visit; with what other professionals in the community do they have contact/relationships?
- Do some research and make a list of these people/places/sites who are the Gatekeepers
- Create a plan of action. Break down the list into manageable pieces. Consider how you will reach out to the people on the short list – i.e. phone, email, or snail mail. Set up a calendar of when you will reach out, and when you will follow up with each of these outreach efforts
- Remember to keep in mind the needs, desires, and problems of your Gatekeepers. This information should guide how you reach out and what you’ll say
- Be consistent and persevere. It may take awhile for people to get to know you well enough to do business with you. Be patient, and ALWAYS come from a heart of: “How can I help you?”
Here’s an example for you to better illustrate how to identify your Gatekeepers. Let’s go through each of the 5 steps, assuming that target market is “kids and families going through divorce”.
- Your target market likely has contact (hangs out) with pediatricians/family doctors, attorneys, mediators, and school counselors. They likely read the local “family” section of the newspaper. They may have contact with the family justice system
- You would research and make a list of the local pediatrician/family physician offices, attorneys, mediators, and school counselors. Include on that list the editor of the “family” section of the newspaper. Get the names of the people who run the family justice system in your town
- Choose 4-5 people on the big list and start working this short list. Determine the best way to reach out to each, and schedule a time in your calendar when you will do that.
- When you do reach out, think about the needs, desires and problems your contact may have with regard to your shared target market. For example, think about how tough it might be for school counselors when so many of their families each year are going through divorce. Consider how many kids are being seen at the doctors office with anxiety and related illness due to the family discord, and how physicians might be doing everything they can medically, but it might not be helping. Talk to the local editor about the unique problems divorcing families with small kids have and how their readers could really benefit from an article, that you contribute, that gives them some tips and insight and support
- Keeping all of that in mind, reach out to each of these folks and let them know that you would like to help them help their people. Tell them you’d like to chat with them about what they need and how you can best help. Start small and be consistent.
You can be a valuable resource to these Gatekeepers and once they recognize that, they can help you reach your target market in a big way. It’s a win-win-win situation for you, them, and (especially) those who need you most!
Deb Legge, PhD CRC LMHC
http://influentialtherapist.com/contact
Dr. Deb Legge is known internationally as the Private Practice Mentor. Over the past 21 years she has taught thousands of therapists how to build thriving practices, using the same proven strategies she uses… to attract more private pay clients. She has just released a Free 4-Part online training called: “The Truth About Getting Paid In Private Practice. You can access this new training absolutely FREE for a limited-time, by visiting: http://rapid-referrals.com/privatepay