Table of Contents
Preface xi
Acknowledgments xiii
Part 1 New Beginnings
Chapter 1 Introduction 3
Beginning the Exploration 4
Clearing to Create Opportunity 5
Secrets of Success and the Sales Stigma 6
Summary 7
Chapter 2 Marketing and the Mental Health Profession: A Powerful Combination 9
Demystifying the Marketing Process 10
Exploring the New Marketing Model 13
Where Can Marketing Take You? 22
Summary 23
Chapter 3 How to Sell Mental Health Services: Five Elements of Success 25
A New Sales Philosophy for Mental Health Professionals 25
Creating a Buying Environment through Client-Based Selling 27
Element 1 Sell the Way People Want to Buy 27
Element 2 The Power of Pretence 29
Element 3 Give Value and Business Will Follow! 32
Element 4 Arouse "Want" and "Need"in Others 34
Element 5 Go Above and Beyond and Be Remembered! 39
Summary 46
Part 2 The Psychology of Success
Chapter 4 Finding Your Power: The Social Dynamics of Power, Influence, and Persuasion 49
What Does "Power" Mean and Why Does it Matter for Your Practice? 50
Translating Power into Influence and Success 55
Using the Power of Groups 55
Opening the Door to Bigger Opportunities 57
The Intrigue of the Unfinished 58
Teaser Campaigns in Mental Health 59
The Use of Framing in the Mental Health Profession 59
Understanding How People Make Purchasing Decisions 61
Practical Techniques for Using Personal Power Effectively 63
Summary 67
Chapter 5 Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority 69
Building a Foundation for Professional Success 70
Change the Way You Work in the Profession 72
Build Expertise by Finding Your Market Niche 74
Turn Your Knowledge and Expertise into Value for Clients 76
Become Published: You Have Unique Opportunities! 77
The Art of Public Speaking 82
Slideshow Design Principles that Say "Wow" 90
Summary 95
Chapter 6 Understanding Buying Motives in Behavioral Health Care 97
Trigger Points in Mental Health 98
Lessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages 101
Prospecting: How to Sell Your Services to the Right People 103
Summary 106
Chapter 7 Sales and Marketing for Mental Health Organizations 107
Building Successful Partnerships 107
Client-Based Selling for Admissions Departments 111
Summary 115
Part 3 The Future of Success
Chapter 8 Social Networking in the Mental Health Profession 119
How Do I Find the Time? 120
Blogging for the Mental Health Professional 121
Understanding RSS Feeds 128
Online Newsletter Subscription Tools 129
Twitter and the Mental Health Profession 133
Business Networking and Online Forums 137
Summary 140
Chapter 9 Selling Yourself in Today's Job Market 141
What the Future of Job Searching Looks Like 143
"We Can Rebuild Him": Launching a Transformational Campaign 145
Glimpsing the Future 145
Exploring Your Interests and Developing a Career Plan 147
Goal Writing 149
Selling Yourself: Four Essential Tips To Getting Hired 151
Networking Skills 156
Summary 162
Chapter 10 Build a Better Web site: Web Site Essentials for Mental Health Professionals 165
Web Design Questions and Answers 166
Summary 171
Chapter 11 Service Trends within Our Changing Industry 173
The Internet and the Window of Opportunity 173
The Rise of Professional Coaching 176
Online Psychotherapy 177
Online Treatment Programs 179
Online Training: A Unique Way to Promote Your Services 180
Summary 181
Chapter 12 Conclusion 183
Appendix: Business Development Worksheets and Exercises 185
Bibliography References 191
Index 192
