Upselling is something a lot of therapists avoid, often because it feels too ‘salesy’ or pushy, or because it could make clients feel uncomfortable. But, done with care, ethical upselling can offer improved support to clients, improve engagement and create a more financially stable practice. In this article, we’ll explore what upselling in therapy is, practical examples you can use and how to overcome common worries.
What is Upselling in Therapy (and How it Works for Hypnotherapists)
Upselling is offering your clients extra or enhanced services that cost them more than your basic product. But there is a clear difference between this and putting undue pressure on a client to spend more. To understand the difference between ethical and unethical upselling in therapy, let's look at a couple of everyday examples.
A couple of years ago, my daughter bought a house and left home. A new mattress, advertised as ‘guaranteed’ not to stain, was one of her many purchases. When she collected it, the sales assistant informed her that the guarantee was only good if she also purchased a mattress protector. From the same shop as the mattress and (of course) for a lot more than it could be purchased elsewhere!
No mention of the guarantee being conditional had been made until that point. And you have to ask, what good is a no-stain guarantee if it only applies when you use another product to keep stains away from the mattress?
A better experience was when the same daughter recently bought a new car. She happily paid extra for heated seats, because she knows from experience that they help to relieve her IBS pain on the way to and from work. (And keep take-aways warm, but that's another story!)
Ethical upselling is client-centred, genuinely optional, and adds real value for the purchaser. The basic package stands alone as a complete, effective service. The enhanced version simply provides additional layers of support for clients who prefer a deeper level of engagement or accountability. In other words, you’re not short-changing anyone; you’re expanding choice.
Upselling for Hypnotherapists and Counsellors: Practical Ideas
With that last comment in mind, here are some practical upselling ideas for hypnotherapists, coaches, counsellors and other talking therapists. Each of these adds value for the client while supporting your therapy business.
- Audio recordings/audios for clients (e.g. guided relaxation, self-hypnosis). If you already offer a free audio to therapy clients, offer a personalised one as an upsell.
- Keeping in touch between sessions (e.g. by text or email, or a 10-minute phone call).
- Workbooks, worksheets or journals tied to the therapy content.
- Group workshops or webinars for clients on the most common themes you deal with (sleep, stress, confidence).
- Subscription/membership support (monthly or weekly tips by email or text, private Facebook Groups).
- Physical support materials (e.g. affirmation cards, ebooks, relaxation tools).
You may well be providing some of these benefits already without charging for them. If so, remove them from your services for a while, then reintroduce them as upsells.
Remember, you have to invest your time and/or knowledge in each bit of support you offer your clients, and you are just as entitled to be recompensed for that as for session time.
Why Ethical Upselling Benefits You and Your Clients
- As long as your add-ons have real value, they will encourage engagement and better therapeutic outcomes for clients.
- Clients who purchase the upsells feel more loyalty, which helps rapport building.
- Clients feel more supported.
- Clients perceive more value in buying a full package of support than in simply attending sessions.
- There’s an increase in your income, without having to increase your prices.
- It helps to improve the sustainability of your practice and cover slower periods.
These benefits show why upselling in hypnotherapy can be a win–win. Your clients receive deeper, longer-lasting support, and your practice grows more resilient.
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Common Fears About Upselling for Therapists (and How to Overcome Them)
- It can be extra work to create the upsell product. Start small with options like personalised audios, which only take up your time when a client wants the product. Or repurpose information you already have into ebooks and courses. (Have a look at my blog on recycling your time for more ideas on this one.)
- Pricing upsells is a mystery. It doesn’t need to be. Have a look at my blog on the decoy effect, or just search this blog for pricing to help you with this. Or check out what other therapists in your area are doing.
- Clients will feel pressured or offended. The trick is to introduce the offer gently, using positive language and pointing out the value. Phrases like ‘If you’d like more support’ are better than ‘you'll also need this’.
- Therapists don’t like to ask clients for more money. The vast majority of therapists began their practices to help people. But, like your clients, you have a mortgage and bills to pay. And, if your practice doesn’t make money, you won’t be able to help anyone.
- If the upsell version is 'better', then the basic one must somehow be 'worse'. Therapists worry that upsells mean they are not doing their best for all their clients. However, ethical upselling in therapy means that every package is complete in itself; the higher levels simply offer additional support, they don't withhold value.
In my hypnotherapy practice, I have found upselling to be a very positive experience. I started to offer two separate quit smoking programmes: a ‘basic’ option, and a longer, ‘enhanced’ one for those who needed more support.
I had half expected everyone to go for the cheapest version but in fact, the opposite has proved true. Clients appreciate having a choice, and most now opt for the more comprehensive package. This approach could work just as well for other therapy services.
How to Upsell Ethically in Hypnotherapy and Counselling
Ethical upselling for therapists is about transparency, value, and client choice. The goal is never to pressure, but to offer supportive extras that genuinely enhance the client’s experience.
- Always offer a core service that is effective even without the extras. (Unlike a mattress, which is only stainproof if it has a stain-resistant cover.)
- As with my smoking sessions, consider offering a choice of two programmes, one with the upsell and one without. Or even three, offering different levels of support, rather than upselling a specific product.
- Only offer upsells that add positively to the client’s experience or results.
- Monitor the outcomes of clients who do and don’t use the upsells and adjust your offers accordingly.
- Be transparent about what the clients get, what it costs and how it will benefit them. Get some help from my blog on Benefits and Features to help you do this.
Should You Upsell to Your Therapy Clients?
When used thoughtfully, upselling in therapy can strengthen your relationships with clients, reinforce their progress between sessions, and support your business growth.
I hope I’ve shown you that you don’t need to feel hesitant about upselling. Ethically done, it enhances the care you offer and supports your business. Many clients will pay a little extra if they are getting something they value.
Experiment in a small way till you get your confidence with it, maybe offering one upsell at first, then expanding. And if you do try it, let me know how it goes.
Download a FREE Upselling Checklist and Price Calculation Guide for Therapists
References:
Baines, P. and Fill, C. (2014). Marketing. 5th edn. Oxford: Oxford University Press.
Cialdini, R.B. (2009). Influence: Science and Practice. 5th edn. Boston: Pearson.
Chapman, J. (2015). Content That Converts. New York: Wiley.
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Author: Debbie Waller is an experienced hypnotherapist and hypnotherapy trainer. She is the author of Anxiety to Calm: a Practical Guide to a Laid-Back Life, The Hypnotherapist's Companion, Their Worlds, Your Words, and The Metaphor Toolbox, all available from Amazon or direct from the author. Find out more about Debbie's services on
Yorkshire Hypnotherapy Training - multi-accredited hypnotherapy practitioner training, taster days and foundation levels.
CPD Expert - accredited CPD and other therapy training (online and workshops options), expert and qualified hypnotherapy supervision
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