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Debbie pearce & Nicola Griffiths Debbie pearce & Nicola Griffiths

What about the Competition?

Competition - a disaster or an opportunity?

One of the most common comments we hear when we run our training courses is, "The problem is, there are already so many therapists doing what I do in my area".

Nic points out that her husband is a Driving Instructor and faces this very challenge in his business.  As she often says "Competition is everywhere, and that applies whether you're a butcher, a baker or a candle-stick maker".

Get on with it!

In Debs 'mad cat-woman' phase when she ran a Cats Protection branch, she faced competition for donations, homes and supporters from branches of two other major national animal charities and two independent rescue centres. Her strategy? In the words of our Hypnotherapy lecturer, "Just get on with it".

She didn't waste energy fretting about what the other charities were up to, or bad-mouthing them or trying to out-do them. She focused entirely on the job at hand. Gathering a band of helpers, she instilled a can-do attitude into the group.

Her mantra is the same now as it was in her cat lady days: "Do a good job and be seen to be doing a good job". Your actions, professionalism and integrity will speak for themselves.

Don’t Panic!

So, how does this apply to therapists? Well, it's understandable that you might feel threatened if another therapist in your field joins your therapy centre or sets up next door. 

So what do you do? Remember the words emblazoned across The Hitchhiker's Guide to the Galaxy:

Focus on your marketing

Focus on what you do well, continue to do what you do well and tell people what you do well. Now is the time to issue a press release, set up a special offer, organise a leaflet drop, ping out a newsletter to all your former clients or put on a workshop. Don't, whatever you do, make any reference to the competition.

Like attracts like

And if you think you've got competition, spare a thought for our Nic. Her success has resulted in the highest concentration of hypnotherapists per square mile outside of Harley Street. Is she bothered?  Nope! In fact, she has invited 3 other hypnotherapists to rent rooms at the Therapy Centre she has just opened in Cirencester.

As Churchill said (the politician, not the Bulldog): "A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty".

So, if someone has the cheek to set up in practice near you, look at it as an opportunity to reinvigorate your promotional activities and shine.  

Take Action to tell people what you do well!

Nic and Debs


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