Holding Your Nerve in Business: Tips for New Therapists
Setting up in business is exhilarating—but let's be honest, if it's a little out of your comfort zone and brand new it can also feel a little daunting. There will be months when you're fully booked and others where the appointments slow down, especially around December with the holiday chaos and cancellations. The trick? Don’t panic. Lulls are normal, and often, they’re followed by a spike in motivation and fresh bookings—think New Year's resolutions right after the festive slowdown!
Here at the Academy we often talk about the need to hold our nerve. Notice the periods when your business tends to slow and also when it ramps up again and start to build your business resilience. Here's some simple strategies to set yourself up for success:
Feel the rhythm
Every wellness business has its own rhythm. Noticing the patterns for your client base lets you plan with confidence rather than react with stress. In our example, December might be quiet, but January is prime time! People are reenergized, setting goals, and wanting to invest in their health.
Ride the waves
Use the slower months to your advantage. December, for instance, is ideal for promoting gift vouchers and festive packages. Clients love the idea of a thoughtful wellness gift, and selling vouchers can keep cash flow steady even when appointments dip. Plus, those recipients? They’re likely to become regular clients when they redeem in January! Knowing that you may have more cancellations at this time will also give you the opportunity to be nimble and promote any last minute availability on social media.
Build for the Busy Periods
Quiet periods are perfect for working on your business instead of in it. Review and update your website, reconnect with clients via a quick email check-in, or tidy up your space. These small efforts keep your practice looking professional and engaged, so clients remember you when they’re ready to rebook.
Three Quick Hacks for Handling Quiet Times
- Gift Voucher Push – Gift vouchers are gold in December. They’re a win-win for clients and give you some upfront income to cushion the quiet weeks.
- Mini Wellness Package – Create a package that clients can book for themselves to kickstart January with you.
- Touch base – Draft a message for your clients thanking them for their support this year and wishing them a peaceful festive season.
Three Ways to build resilience
- Normalise lulls – Connect with other therapists to share ideas, swap tips, or simply get some encouragement as we all have these shared experiences.
- Take a step back - view the bigger picture, It’s tempting to respond to a sudden drop in bookings with drastic measures: slashing prices, booking extra marketing you can’t sustain, or discounting services to bring in clients quickly. However, this approach can undermine your brand's value and even send mixed messages to loyal clients.
- Be Kind to Yourself – Slow periods can feel uncertain, Remember, your energy is a major part of what draws clients to you. Taking time to keep your mindset positive and balanced isn’t just self-care—it’s part of your professional toolkit. You’ve got this!
It’s easy to be hard on yourself, especially in the early days of building a business. Remind yourself that it’s okay to feel uncertain. Every successful business owner has been in your shoes and faced similar hurdles. Treat yourself with patience and kindness—your growth, both professionally and personally, is a journey not a destination. By planning ahead, using quiet times to your advantage, and keeping your nerve, you’ll be ready to tackle whatever comes your way. Here’s to your success!