Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. It wasn’t too long ago I was running a solo practice, feeling overworked and stuck. Fast forward three years and I had grown my practice to 55 therapists and built a business that gave me more freedom, more income and more impact, and perfecting consult calls was one of the secret weapons for achieving that growth.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself) You can listen to my podcast episode all about this topic by clicking here!
Should You Offer Free Therapy Consult Calls?
If you’re not currently offering free consult calls for your practice, I challenge you to give it a try for 90 days and conduct this simple A/B test:
A: What were your client conversions before implementing free consult calls?
B: What were your client conversations after implementing free consult calls?
Here’s why they work.
1. Therapy is deeply personal. People need to feel a connection before they’ll open up with you. A consult gives them a taste of who you are and what it’s like to work with you.
2. It builds trust. Clients want to know they’re in good hands before they commit. This gives them the opportunity to ease into that trust.
3. It’s low-risk for them. A free consult removes a barrier to entry, making it easier for potential clients to take that first step!
What’s The Ideal Length of a Consult Call?
When I ask therapists and practice owners how long their consult calls are, they usually tell me 15 minutes. But I’m here to tell you what the real sweet spot is…
The sweet spot for converting consult calls into clients is 20 minutes.
Here’s why:
15 minutes is too short. You need time to build rapport and still leave room to discuss next steps.
30 minutes is too long. Anything longer risks turning into a mini-therapy session, which can make the client feel they’ve already gotten what they need.
Bringing a Sales Mindset to Your Consult Calls
Let’s address the elephant in the room. Sales.
As therapists, we were taught how to be good therapists, not about sales. In fact, many of us were taught the opposite! The emphasis was often on altruism and the idea that good therapists focus solely on their clients, avoiding business-minded approaches.
Which is why I want to tell you this:
Sales aren’t about being pushy. They’re about helping people commit to the change they’re seeking.
I want you to think about it like this: Marketing brings clients in. Sales converts them into clients.
If you’re already investing in Google Ads, a beautiful website or social media, don’t let that effort go to waste by neglecting the conversion process!
P.S. I have a great blog article and podcast episode all about shifting your money mindset!
The Consult Call Process
This isn’t just another phone call, it’s part of your business! Having a structured consult call process (and you know how much I love a good structured process!) can dramatically improve your conversion rate. Here are three steps you can follow to make sure you’re getting the most out of your consult calls.
1. Create a Gap
On the call, focus on creating a gap between the client and where they want to be. Let them sit with their pain for a moment, gently guiding them to articulate:
- What isn’t working in their life right now.
- What they want their life to look like.
This can feel uncomfortable, but it’s an essential part of the process. People are naturally resistant to change, even when they’ve taken the first step of booking a consult call (which is already a scary step for some). Highlighting this gap in a simple way helps them see why therapy is the right next step.
2. Highlight Your Value
I already know how valuable you are, but your potential clients might not. Take time to explain your approach and how it aligns with their needs and goals. For example:
- Share relevant modalities you use (i.e. CBD, EMDR).
- Provide an example of how your approach can help them (i.e. “After a treatment plan clients feel they have more control over their negative thoughts.”)
3. Be Clear About Next Steps
This part is super important! End the call with a very clear action plan for moving forward.
- Book their first session: Transition seamlessly from the consult to scheduling their first paid appointment.
- Get their payment details: With their consent of course, save their credit card information. This makes future appointments smoother and reinforces their commitment.
- Explain your cancellation policy: Make sure they’re aware of your cancellation policy to increase accountability.
Organizing Your System for Maximum Impact
I’ve said it before and I’ll say it again. Your systems are everything! To maximize the impact of your consult calls, streamline your processes.
1. Offer Consults Within 48 Hours
Research shows that the longer a client waits, the more likely they are to:
- Talk themselves out of therapy.
- Forget why they booked in the first place.
- Miss the appointment altogether.
If your current schedule doesn’t allow for quick consults, consider hiring more therapists or temporarily expanding your hours. This simple change can drastically improve your conversion rate.
2. Leverage Online Booking
Allow clients to book their own consults online! This eliminates bottlenecks caused by admin errors and ensures clients can secure an appointment when they’re ready without, for example, waiting for you to email them back.
Tools like (one of my favs) Jane (click here to get one month free!) make this process seamless and reduces no-shows, creating a smoother client experience.
3. Track Your Metrics
You always need to know your numbers. In this case, you should be paying attention to:
- Conversion rate: How many consults turn into paying clients?
- Sales cycle: How long does it take from the initial consult to the first paid session?
Shortening your sales cycle (i.e. offering consults and paid sessions within days instead of weeks) can significantly increase your revenue without adding new clients.
The Impact of a Strong Consult Call Process
So, is all this information really needed just for a consult call? Absolutely. It may seem like just another thing you have to do, but when you optimize your consult call process, the benefits will ripple through your practice.
- More clients will commit to therapy.
- Your revenue increases.
- You help more people, faster.
Remember, this isn’t just about filling your calendar (although that’s great too!). It’s about building trust, increasing your impact and creating a thriving practice that serves both your clients and your business goals.
Looking for a Consult Call Script?
Need a little extra guidance? I’ve got you!
First, I want you to know that when I say “script” I mean there are certain things you want to do on the consult call that are going to improve the chances of that call converting. I don’t mean a script that you read (please never do that).
But there are things you want to make sure you’re doing in your calls, which is where my free consult script comes in handy. Send me a DM on Instagram (nicole.mccancemethod) with the word “Consult Call Script” and I will send you my script!
Find more strategies on my Instagram page and listen to my podcast for all the best support for growing your therapy practice and attracting more clients!
Your Business Bestie,
Nicole
