Autumn 2005

Starting and operating a business is easier said than done. Sure, there are thousands of books, audiotapes, DVDs and websites filled with advice on how to do it and succeed, but somewhere between the expert advice and the reality of actually getting it all done, there's a disconnect. Having the passion to care for others and the credentials to practice the profession is quite different than having the background, skills and experience necessary to successfully run a business. Many students dream of the day they can manage a practice that allows them to do the work they truly enjoy, but to make it work, it's vital to look at the big picture and consider all the challenges of operating an independent practice.

The foundation of a successful practice is solid bookings. Given that missed calls result in missed appointment opportunities, how does a practitioner answer the phone while in session or away from the office? The five most commonly used options for connecting with clients and booking appointments are the practitioner: personally answers all calls; uses an answering device or voice mail; hires a receptionist; utilize an online interactive scheduling system; employs an answering service. The sixth option is to combine an answering service with an interactive scheduling service.

1. Practitioner Answers All Calls

   Logistically this can be difficult unless you plan on answering calls while in session. (This is probably not a good idea if you want repeat clients.)

2. Answering Device or Voice Mail

   Although this sounds convenient, most people that use this method quickly become frustrated. Practitioners often lose new clients because they don't return the call before the potential client schedules an appointment with a different practice. Many clients call practitioners in the hopes of booking an appointment that day or as soon as possible. Leaving a message on a machine doesn't give potential clients much confidence that their need to receive a treatment in their time frame will be met, so they usually keep calling practitioners until they accomplish their task of scheduling an appointment.

3. Receptionist

   This option would likely provide personal customer care and service; however, it's also the most expensive option. Having a full-time receptionist is usually not cost-effective for most small practices.

4. Online Interactive Scheduling System

   These systems are great in that they allow clients to view your appointment availability and, if you choose, even allow clients to book their own appointments. They offer a variety of practice management features that allow one to retain customer data to use for marketing, practice management, and offer point-of-sale and virtual payment options.

   Statistics show that more than 50 percent of website visitors place a call to ask questions or complete a task. If a potential client is uncomfortable with the Internet or not computer savvy, online services fall short in providing that person with the opportunity to talk to a live person (and book a session).

5. Answering Service

   Many answering services provide live operators 24/7/365 day a year. They take messages and relay them to the practitioner via voice mail, e-mail, text message, cell phone or PDA. Clients get a live response and feel that their initial needs are being met. The operator can help with basic information about services and prices, and also give directions.

   Where most typical answering services fall short is they do not schedule appointments. The practitioner still needs to call the client to make an appointment. Similar to the use of an answering device or voice mail, the practitioner runs the risk that the caller has booked a session with someone else by the time their call is returned.

6. Combination Service

   Combining an answering service with an interactive scheduling service creates the ultimate barrier-free appointment scheduling. A live receptionist answers the practitioner's phones and has access to the appointment calendar. The caller is informed of the appointment options and can schedule immediately. Practitioners have round-the-clock access to their own calendar and can make adjustments to their availability on the fly. They also have access to their calendar and the calendars of their fellow therapists and can schedule a follow-up appointment for clients leaving the office. A service such as this can help a therapist manage a wealth of practice management activities at a very affordable price point.

The bottom line is this: If you wish to manage a successful practice, your appointment calendar needs to be full. You might only want one appointment a week or five a day. Whatever the case, any student that is seriously considering owning their own practice must facilitate an effective method to turn client calls into appointments.