While the internet provides wonderful new ways to market therapy services, it is usually in the first personal contact with the therapist that clients decide whether to start therapy with you. Think about how many potential clients call to find out more information about you and your services. How many of those callers book a therapy session? Do you find yourself wishing more of them did?

If so, it's time to take a look at what you say -- and how you say it -- to your potential clients. When you receive a call, this is the opportunity to "hook" your new clients. Hooking a client entails the following, all of which should be accomplished within a few minutes:

• Get to know your potential client. Even a small amount of casual conversation goes a long way to putting potential clients at ease with you. It also helps you assess the client's style, and their needs. Therapists who sound relaxed, and not rushed, when they are on the phone wind up with fuller caseloads.

• Find out what they are looking for in a therapist. The matching process works both ways. While you want your clients to see you as a good fit for them, you also want to make sure that they are a good fit for you. If they are seeking a therapist whose style or methods are not what you offer, make a referral.

• Ask why they are looking for a therapist now. This simple question often tells you much about the clients you may soon be seeing. It also can alert you to any elements of crisis requiring more immediate intervention.

• Give them enough information for them to say "I want that." Tired of losing potential clients because of your rates or your office location? Focus your phone conversation on what sets you apart -- treatment methods or specialties you can offer that other therapists in the area do not. People will pay more for a specialized service.