The number one question I’ve heard from people trying to make a go of a spiritual direction practice is, “How do I get more clients?”
Every new spiritual director faces the dread of not being good enough, not feeling like we have what it takes to attract clients toward us. We know we need to put ourselves out there if we want client, AND we want to steer clear of anything that sounds remotely like a slimy-feeling sales pitch.
How do navigate this tricky terrain of inviting clients to work with us in a way that has integrity?
First, what not to do. The big mistake is to look at clients as buyers and yourself as a seller. This mindset infuses any conversation with anxious energy, and it feels yucky.
What if you didn't care whether or not the client ever talked with you again?
What if the point of the conversation was to hear where clients are stuck. What if you helped them gain awareness of that stuck and then helped them bring to light what they really want?
I never approach a prospective client by telling them why they should work with me, or why I’m the right person for the job. Whenever I’ve done this it feels like I’m selling a self I don’t like.
How does this work practically? I offer a free 30-minute conversation in which I seek to get to know them and help them out. It’s that simple.
If my listening and responses are helpful, they often will want to talk some more. And then they will ask how working together works.
Now the balance feels right: they are driving and leading. I am following. And this feels anything but yucky. It feels right.