One of the best ways of bringing in new paying customers, is to offer ‘try before you buy’ or ‘conversion’ events. These could involve anything from a free consultation, assessment, open day, treatment or education event. Your imagination is your only limit. There are SO many advantages to these ‘open’ events, it’s hard to imagine why anyone wouldn’t embrace them, but some people are vehemently opposed to them because they don’t feel they should devalue themselves, by offering their services for free. In this article, I’m going to explore the pros and cons, and let you decide.
A ‘try before you buy’ conversion event does exactly what it says on the tin! It gives people a chance to ‘meet’ you and try your services, preferably for free, before they commit to booking a fully paid appointment.
Some therapists feel that offering free trials, devalues their profession, skills and qualifications and makes them look cheap and desperate for business. And this is an understandable concern. We’ve all seen it, as restaurants, desperate to stay open, make increasingly ridiculous offers, most of which end up failing ultimately.
And I tried really hard to find more to say about the disadvantages but struggled to come up with anything else. If you’re reading this and starting to feel that I haven’t given the cons their due justification, then please jump on the discussion panel below the online version of this article, and share those cons with me and I will happily update this piece of content. But honestly, I couldn’t find any additional legitimate cons.
The pros of ‘try before you buy’ conversion events are overwhelming. Before we explore them in more detail, let’s look at what I mean by ‘try before you buy’ events.
That’s just a handful of ideas. In reality, you can do whatever you want. The key is to pick something you’re good at and that you love doing because you’re likely to be more passionate and that will come across strongly to your attendees.
If you start thinking about it, you’ll probably find lots more uses for ‘try before you buy’ events. As you can see, the benefits are not limited to your clients, they can also be incredibly useful and informative for you and your business. The more you can squeeze out of these events, to help inform your business moving forward, the better use of your time investment.
Something as simple as Google Reviews can have a surprising impact on your findability on Google and on people making a decision which clinic or therapist to visit when the search for osteopathy services in Melbourne or Manchester for example. If you’ve got 100+ Google reviews, you’re going to stand out head and shoulders above your nearest rival and no prizes for guessing who Google is going to show at the top of the local search results, the one with 3 reviews, versus the one with 100 reviews.
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Tor began her professional life training as a physiotherapist at Addenbrookes Hospital, Cambridge, UK. She went on to complete a BSc in Sport & Exercise Science at the University of Birmingham whilst also achieving a WTA international tennis ranking.
After graduation she worked for a London marketing agency and then moved into medical journalism where her passion for publishing was born.
At 27 she established sportEX medicine, a quarterly journal for general practitioners focusing on sport and exercise medicine.
sportEX grew into an internationally known journal for all sports medicine practitioners, including physical and manual therapists; articles covered the practical application of evidenced-based research alongside professional development with expert contributors drawn from across the world of medicine and rehabilitation.
With a passion for technology as well as publishing and sport, Tor's leadership grew sportEX into the Co-Kinetic journal and website which included a more collaborative, royalty-based form of publishing as well as a wider content remit. As well as the quarterly magazine Co-Kinetic, offerings now include e-learning opportunities, breaking clinical research infographics, marketing kits for therapists, business growth tools, and a business discount club.
Tor's focus is providing resources to help practitioners and therapists develop their businesses and to work more efficiently and effectively, a topic that she speaks regularly on at global conferences.
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