| What makes one clinical service succeed and another | | | | A father contacts a therapist with questions about his |
| fail? How is it that we hear about the desperate need | | | | 17-year old son who has run into some trouble at |
| for a service only to discover that there is little demand | | | | school. School counselors and administrators have |
| once we open our doors? The buying patterns of | | | | noticed a change in the young man's behavior to |
| consumers can be a complex, frustrating and elusive | | | | include skipping class, angry outbursts, and suspected |
| process. | | | | use of alcohol. The school spoke with both parents |
| Consider these examples: | | | | and gave them the therapist's contact information as a |
| - An Eating Disorder Clinic of some prominence is | | | | referral source. On the day of the session the family |
| forced to close its doors due to increasing costs and a | | | | does not show, and they do not return the therapist's |
| shrinking consumer base. Its closing brings about | | | | follow up phone calls. In this scenario there really is no |
| complaints from members of the community arguing | | | | true trigger point from the family's perspective. As a |
| the need for these services. | | | | clinician, you may believe that the young man's |
| - A therapist responds to years of community | | | | problems suggest a definite need for clinical |
| feedback asking for a substance abuse education | | | | intervention, but the family obviously does not view it |
| program for adolescents. He opens his doors for six | | | | as that critical a situation. They were ambivalent from |
| months but is unable to sustain a census beyond three | | | | the start and most likely contacted the therapist to |
| to four people and ends up closing the group. | | | | appease the school. Whatever the rationale behind |
| One of the common themes within these and other | | | | their decision, it is clear that there was no current |
| scenarios is the "perceived and expressed need" of | | | | pressing need that would motivate them to seek out |
| these services without the call to action that motivates | | | | and use counseling services. |
| prospects to use or sign off on these services. There | | | | An understanding of Trigger Points can help mental |
| becomes a definite distinction between wanting a | | | | health practitioners grow their business by addressing |
| service and using a service. | | | | two core components. |
| This is an important topic to consider because we are | | | | 1. Using Trigger Points As A Market Research Tool |
| dealing with subtle differences that, if understood more | | | | - Trigger points help you to recognize and focus your |
| fully, will help you to make more accurate decisions | | | | resources only on situations where essential need is |
| when choosing to go to market with your product or | | | | present, thereby, improving your ability to generate |
| service. | | | | business. |
| TRIGGER POINTS | | | | - Trigger points are an effective prospecting tool. They |
| Very little is known about trigger points in the mental | | | | give you the ability to work more efficiently and to be |
| health profession, and yet the concept is incredibly | | | | more targeted in your outreach efforts. They offer a |
| important for understanding the buying phenomenon. | | | | system for qualifying consumers so you can choose |
| In essence, trigger points are events that create an | | | | what population to focus your business development |
| essential need for a person or group of people. When | | | | efforts on. |
| we apply this to a business development model, we | | | | - Trigger points serve as a barometer to help you |
| see that trigger points are the stimulus behind any | | | | decide whether or not to offer a service and to better |
| buying decision and/or action that moves someone | | | | understand where consumer need is most pressing |
| toward a buying decision. | | | | and most important. |
| And here is the most important point with regards to | | | | - In larger organizations, an analysis of trigger points |
| this phenomenon - If a person experiences a trigger | | | | can help you determine overall marketing campaigns |
| event, THEY WILL ALWAYS BUY. | | | | and business relationships/partnerships to seek out. |
| Once this kind of event takes place the only real | | | | - In private practices, trigger points can help you define |
| question becomes, who will they choose to buy from. | | | | your market niche. |
| Recognizing, anticipating, and understanding trigger | | | | 2. Trigger Points As A Way To Bring About Hidden |
| points in people will help you position yourself so they | | | | Buyer Motivation |
| choose to buy from you. | | | | - Trigger points give you the ability to speak directly to |
| Let's look at two examples to help clarify what we | | | | the pressing needs and hidden concerns of |
| mean by Trigger Points and then discuss their overall | | | | consumers. |
| utility in the mental health profession. | | | | - Your awareness of specific trigger events can help |
| A family is struggling with a child who is demonstrating | | | | you move people along the buying process continuum. |
| increasingly bizarre and dangerous behavior. The | | | | - Eliciting behavioral responses by uncovering trigger |
| problem behaviors have escalated to the point where | | | | events is not about manipulating people to do |
| no one is safe in the home. When this unfortunate | | | | something they don't want, rather it is about freeing |
| scenario becomes a reality, it serves as a trigger | | | | people up and giving them permission to access things |
| event for the family to seek out mental health | | | | that are of important value to them and their well |
| services. It may be unclear what will best meet the | | | | being. It is about finding the emotional triggers that |
| needs of the family, but they will no doubt be seeking | | | | speak to people and giving them permission to act. |
| and using some type of mental health service. A | | | | Are you looking to increase your chances for success |
| mental health professional, who successfully speaks to | | | | in whatever services you choose to offer? Do you |
| this trigger point, whether it is in an advertisement or | | | | want to work smarter and be more productive with |
| through some other form of communication, will be the | | | | your time? Understand and explore the presence of |
| one most likely to be given the opportunity to provide | | | | trigger events, qualify your prospects, recognize the |
| services for the child and family. | | | | behavioral cues that lead to buying decisions, and use |
| Now let's look at another scenario and see how it | | | | this knowledge when conducting your day-to-day |
| might be different and why. | | | | business. |