MHM#28 Managing the Free Initial Consult

It’s quite common for therapists to offer a free initial consultation, and from a marketing perspective, I think they’re a great idea.

Building connection and trust are key components of successful therapy practice marketing. Your website content, Instagram videos etc play an important role in this, but they’ll never compare to a one-on-one conversation with you. Any fears or hesitation should quickly melt away once the conversation begins, as they see, feel, and hear your warmth and genuine care.

Even if you’ve clearly outlined on your website who you work with and what you help with, you’ll still receive enquiries from people outside your niche. It’s a waste of time for both of you if this only becomes apparent in a first paid session. A free initial consult is a great way to determine if they’re the right fit for you while providing them with a lower-pressure option to see if you’re the right fit for them without having to book and pay for a regular appointment.

Of course, there are also challenges in offering and managing free consults. Here are the main challenges and my tips and thoughts for addressing them.

Feeling the Pressure to Sell Yourself Perfectly

Therapists I work with often express the pressure they feel to sell themselves in a free consult, believing they need to deliver the perfect spiel or risk losing the prospective client. It’s never easy in these situations to articulate what you do and why you’re the best therapist to help them, especially when you’re just starting and haven’t conducted many initial consults. A "sales situation" has an amazing ability to suddenly make your brain freeze and cause you to fumble over your words.

A few things to keep in mind if you’re feeling this pressure:

• Don’t underestimate how much emotive factors influence a client’s decision to book an appointment with you. Feeling like you “get them,” that they’ll be understood, that you have good rapport, and that you genuinely care about them carries much more weight than your title, qualifications, or how perfectly you articulate what you do.
• Clients want to see that you work with people just like them and that they feel comfortable and at ease talking to you. You don’t need to be super polished with your spiel.

That said, it’s still useful to practise and refine your spiel, especially since time is limited in an initial consult. I recommend typing out key points about who you work with, what you specialise in, your approach/modalities, how you help, and what clients can expect in a session. Practise saying these points over and over again until you can’t bear to say it any more. This helps cement them in your brain so they roll off your tongue effortlessly. If you still feel like you need notes, print them out and stick them on your monitor. If you’re on a Zoom or video call, this allows you to glance at them without it being obvious.

Reducing the Number of Wrong-Fit Bookings

Free consults take up valuable time in your calendar, so it’s important to minimise the number of wrong-fit clients booking them while increasing the number of serious enquiries.

When someone is scrolling on their phone late at night, booking a free consult may seem like a good idea in the moment, without much thought. These types of impulsive bookings can lead to no-shows or last-minute cancellations. From my experience, the number of no-shows or wrong-fit bookings seems to vary significantly between therapists—some have many, while others rarely experience this issue.

If this is a problem for you, creating a longer booking form with specific questions can help. It allows you to identify if someone may not be the right fit so you can let them know via email before the consult takes place. These don’t need to be clinical questions, it could be around insurance, bulk bill etc. Anything that immediately rules people out as a client for you. A longer form can also act as a natural filter—those who aren’t fully committed may find it too much effort to complete, especially at 11 p.m. when they’re casually scrolling on their phone.

Wrapping Up on Time

Fifteen—or even thirty—minutes can go quickly, and if it’s someone’s first time sharing their struggles, they may find it difficult to keep things brief.

To manage this:

• Set expectations at the start of the call so they know it’s only 15 minutes.
• If you’re struggling to wrap up, and they’re the right fit for you, you can say: “I have an appointment with another client straight after this, so we’ll need to wrap things up. It sounds like we’re a great fit and I would love us to work together. Why don’t we go ahead and book your initial session now and we can continue our conversation then.”

Have a List of Referrers Ready if They’re Not the Right Fit

If it’s taken them a lot of courage to reach out, it can be disheartening if you tell them you’re not the right therapist for them. You don’t want them to give up on therapy altogether. Having a list of referrers ready to recommend shows them that you’re putting effort into helping them find the right therapist, even if it’s not you.

Zoom/Video Over Phone Calls

Some therapists feel that Zoom calls may be too much for people who are still unsure about seeing a therapist. While Zoom or video calls help build a stronger connection, they may also create a barrier for some clients.

An option is to offer both by saying something like: “Initial consults are usually done over Zoom/video call, but if you’d be more comfortable with a phone call, that’s also an option.”

Initial Consult Structure

This is a suggested structure, but tailor it to fit your voice and practice.

1. Introduction and Setting Expectations: “I really appreciate you taking the time to meet with me today. These first conversations can feel a bit daunting, so just to reassure you—there’s no pressure or expectation. This is simply a chance for us to chat and see if working together feels like a good fit. The call will last 15 minutes. If we decide to move forward, we can schedule a full appointment to continue.”

2. Ask Them to Share: From a sales perspective, it’s important to let them share their concerns first. This allows you to tailor your spiel using reflective listening so they feel heard, validated and that you truly “get them.”

“To start, I’d love to hear a bit about what’s been going on for you and what kind of support you’re looking for. From there, I can share more about how I work, what therapy with me might look like, and the next steps if you feel this is the right fit. Does that sound okay? Great—so what’s going on for you at the moment?”

3. Say Your Spiel: Share who you work with, what you help them with, your approach/modalities, and what clients can expect using emotive language and simple, layman’s terms. Too much technical information and processing of complex details can lead to decision paralysis and lack of action. People make decisions based on feelings—trust, connection, and a sense of possibility.

4. Decide Whether to Proceed

If they’re the right fit: “It sounds like we’d be a great fit, and I’d love to work with you. Do you have any questions about logistics, fees, or anything else?”

If they’re ready: “Great! If you're ready to move forward, we can go ahead and schedule our first session.”

If they need time: “Of course, take your time—there’s no rush. Would it be okay if I check in next week to see if you have any further questions?”

If they’re not the right fit: “It’s really important to find a therapist who’s the right match for you. Unfortunately, I don’t feel I have the best experience to support you, but I’d love to help you find someone who does. A couple of therapists come to mind who I think could be a great fit for you. Would you like me to share their details with you?”

A free consult is an excellent opportunity to build connection and ensure a good fit for both you and your potential client. With practice and structure, it can become a smooth and effective part of your intake process.