Mel Lay, Business Coach, AAT, SMACCPH’s Post

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Guiding Counsellors, Therapists & Coaches to become fully booked & run their ultimate dream Private Practice through ethical Business Marketing | Multi Award Winning Business Coach & Mentor

Let’s stop shaming therapists for making business decisions that align with their values, and start respecting the fact that different approaches can all coexist in service of what matters most: helping clients in need: Managing a therapy practice isn’t about ego—it’s about balancing the needs of clients, business, and yourselves in a way that’s sustainable and ethical. Growing a waitlist isn’t about "look how popular I am." It’s about making thoughtful decisions that serve both the therapist and the client. Every therapist has their own reasons for how they manage their business, what works well for one therapist in business might not resonate with another, and that's ok. My clients all try to do their best including balancing what's best for themselves and their families, their clients and those who reach out, and I will always hold space for the fact that my clients have different priorities and I will always show empathy for their choices. A waitlist allows therapists to avoid overbooking and risking burnout, which directly impacts the quality of care provided to their current clients. The right fit matters, so Clients might often prefer to wait for a therapist they feel aligned with, rather than starting therapy with someone who may not meet their needs. A waitlist has the ability to honour their CHOICE. Having a waitlist doesn’t mean clients are left unsupported. Interim support exists. Most therapists offer referrals, helplines, or resources to bridge the gap, not abandoning people—ensuring they get the right support at the right time. Now, let’s talk about pricing because this often comes up too. Lowering fees isn’t always the answer, and it’s not always in the best interest of the client or the therapist who deserves sustainability. Running a private practice is a job, and like any other professional! Therapists deserve to earn a fair wage to support their famililes and the life they desire. Consistently undercharging to accommodate everyone can lead to burnout and financial stress, which doesn’t help anyone in the long run. Lowering fees indiscriminately can sometimes undermine commitment and lead to less impactful results. Many therapists choose to reserve a few low-fee slots for those in financial hardship. This ensures accessibility without devaluing the therapist’s work or compromising the sustainability of their practice. Therapists are human too with different priorities and approaches to managing their work, and that’s ok. What’s not okay is assuming that one way of working is inherently “better” or more “ethical” than another. Some of my clients may choose to grow waitlists because they’re building practices that work for them and their clients. But don’t mistake a waitlist or structured pricing as a lack of care—it’s the opposite. It’s thoughtful, intentional, and done with integrity. If you don't agree, that's fine just don't shame others for their decisions. Simply scroll past!

Thank you! Something I have been grappling with - my fees as I want to be accessible. Plus working with the clients that align with me and I them. I don’t mind referring on, when I recognise that they may need different support … My honesty & integrity come first. Clients have thanked me and some at a later date returning for a different service that I offer - like couples therapy. Thank you Mel Your a coach that works with us - supports us to understand our worth as therapists. We can build an ethical practice, some people build theirs faster than others but with reassurance and your guidance we get their in the end.

Thanks for bringing up these areas. I've grappled with fees, load etc. I've been having conversations around these with my supervisor and therapist too. We need to have these conversations on trainings to, when talking about private practice, ethics, values.

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Thank you for bringing up the prices! We need to earn our worth and not be shamed about it. When some therapists choose to lower their prices it can feel like we are all expected to do that. But an overworked and underpaid therapist is no good for anyone.

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