Happy, Healthy, & Wealthy Therapists | Ep 57: Is It Actually Easier To Sell To Other Therapists?

Released: 9/18/2026

Show Notes:

A question that keeps coming up in Amanda’s mastermind is whether it’s easier to sell to other therapists than to sell directly to consumers. The short answer is no, and this episode is about why. She gets into why it only looks easier from the outside, what the algorithm is actually showing you when you scroll through Instagram, and what really determines whether any offer succeeds regardless of who you’re selling to. She also makes the case that the differentiating factor in any market, B2B or B2C, is never the product itself. It’s you, and whether you actually know your ideal client’s pain points well enough to make them feel seen.

3 Key Takeaways:

1. Selling to other therapists is not actually easier than selling to consumers; the algorithm just shows you so much B2B content that it starts to look like the only path that works.
2. Whether your ideal client is a burnt-out therapist or a neurotic cat mom, the same principle applies: you have to know what they want to buy into and what they want to buy out of, and you have to be able to speak to those pain points with genuine confidence.
3. You are the differentiating factor in any market, not the product itself, and the therapists who stand out are the ones willing to put themselves into their marketing rather than hoping a well-described offer does the work for them.

Connect with Amanda:

• Follow on Instagram: @amandakbcoaching
• Check out the Amanda KB

Resources & Links:

• This episode is sponsored by:
  • Alma – learn more here
  • Jane – use code: AMANDA2MO for a 2-month grace period
• Therapy Intensives Academy – use code HHWPOD250 as a podcast listener to get $250 off at checkout: https://amandakbcoaching.com/therapy-intensives-academy
• Apply now for the next round of the Happy, Healthy, & Wealthy Mastermind: https://amandakbcoaching.com/mastermind
• Free Training: 3 Steps to Booking Your First Therapy Intensive: https://www.amanda-kb-coaching.com/ewo-registration-organic
• Free Guide: 3 Steps to Double Your Income: https://www.amanda-kb-coaching.com/vsl-opt-in

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Transcript:

Amanda Buduris (00:00)
Hey everyone, welcome back to another episode of the Happy Healthy and Wealthy Therapist Podcast. I am excited to talk about this topic today. I feel like I say that a lot, but that’s, you know, a good thing to always be excited about what you’re talking about. But this has been a question that has come up a lot for the therapists inside my mastermind. That’s all about scaling outside of the therapy room, which is ultimately is it easier to sell to other therapists? Is it easier to have

What’s called a B2B business, a business-to-business business, or a B2C business-to-consumer business. So the difference between doing like business coaching versus creating a course for couples or for nervous system regulation or things like that. And I want to really break down the answer. I’m gonna say the TLD, I guess it would be L for this of too long didn’t listen. The TLDL is.

No, it is not actually easier. But I want to break down why people may think that based on different things that they’re seeing online, what it actually looks like behind the scenes, and what really matters most if you are someone who wants to scale outside of therapy. So to get right into it, let’s think about when you are on social media right now. What do you see a lot of? You probably

if you even are on social media, I know there are some people who are like, I stay off of it as much as possible. And that is impressive. That it’s awesome for you. That is honestly, it’s what I do for my therapy practice. I was trying to be active on social media to see if that was a way that I could get clients, and honestly, it just wasn’t working. SEO and AIO were, and that’s why I continue to really prioritize those things. So when it comes to my coaching business, though, I am on Instagram.

Quite a bit, I do try to moderate my time on there. I have a one of those bricks, maybe that you’ve seen online a lot. And it is such a huge pro and con because sometimes I’m like, I should market myself on social media and I’m bricked out of my phone and I can’t access it. But when I am on Instagram, what I see a lot of is therapist content. Whether that is other therapists posting like relatable, this is what it’s like to be a therapist content, or whether it is

Therapists promoting their business coaching programs or products or whatever it might be. So you, if you are on social media, you probably see a lot of the same. You see a lot of people promoting their B2B business to business products. And you probably see a lot of those income report breakdowns from those very same people, right? So you are seeing a lot of content around therapists who are successful with a B2B coaching.

Or consulting or digital product business, whatever they want to call it. You see that a lot, you keep seeing it, you keep engaging in it, you keep watching it, and then the algorithm gets smarter and smarter and says, you must love content like this. I’m gonna keep showing you content like this. But, right, number one, you are biased towards what the algorithm is showing you. You’re now not seeing a lot of content about people who do have B2C, business to consumer kind of

Business setups. So you’re not seeing a lot of that. You’re just seeing everyone selling their consulting, their coaching, their courses, their retreats, their whatever it is. And so naturally there starts to be this question of is it easiest or easier to sell to other therapists? I will say what my experience has been, I launched my coaching business in.

I think I literally formed the LLC in like May or June of 2023. So a little over three years doing this now. And there is a lot of discouraging stuff that happens behind the scenes. The biggest things you will see is, especially if you talk about helping therapists make more money, you’ll see a lot of just like gross attacks. I’ve had to develop pretty thick skin, and sometimes it still gets to me. but there are a lot of attacks on like

you know, you are just not thinking about the client, or now it’s, you know, you’re just taking advantage of other therapists. Or the thing that I kind of laugh at is people who are like, this seems so scammy, or this is like an MLM. You’re just helping therapists make more money and you’re making money based off of them. And I’m like, I can kind of get the equivalent of right, an MLM kind of metaphor, so to speak, here. But it’s very, very

Different. And again, a lot of it depends on what exactly your business is. But we there are so many people who are so quick to throw the scam, spam, MLM kind of labels out there. Because yeah, there may have been some programs out there that charged $10,000 plus dollars at the number of therapists I’ve spoken to who have gone through there’s two big programs out there. I am not going to name them.

But at least two big programs where they’re like, I paid $10,000 plus dollars, literally got no results based off, based off of like the work that we did together. And that feels obviously really, really discouraging. And it starts to put this lens on of, well, I guess all programs out there are a scam. I guess all people out there just care about money and their profit margins more than they do around having like a person-centered business, which is one of my values very much though. And

I think too, when we think about what we’re exposed to in our marketing, again, we’re seeing a lot of all these businesses promoting their businesses to other businesses. And when we think about our own buying behaviors, what are we doing as private practice therapists to get more clients? Right? We are looking for services. We are looking for help. We are looking for either help me understand how to market myself.

And how to do it myself because I can’t afford to pay someone a done for you price. So I need to be taught how to make a website, how to write copy, how to work on SEO and AIO. I need to learn skills to solve my problems of it is stressful as fuck to not have a full practice, right? That is ultimately our buying behaviors. We are either buying out of a feeling.

or into a feeling, right? We don’t want to feel scarcity. We don’t want to feel stressed. We don’t want to feel overwhelmed. We do want to feel abundant. We want to feel safe. We want to feel sustainable and secure. And that’s why you as a private practice owner have probably bought any amount of digital products or workshops or a coaching program or something like that. And it’s the same to be said if you were to run a B2C

kind of thing, right? If you work with OCD clients in your therapy practice and you start seeing some patterns of, you know, some of this, yes, is in the realm of therapy, but some of it could really be technically in the lines of coaching or, you know, even like relationship therapy versus relationship coaching or, you know, anxiety and trauma processing therapeutic work versus what it is like to build a wellness routine within the context of coaching or again, even like digital

That is all business to consumer content, and it’s the same principles of you are selling someone something to buy out of a problem or into something they want to feel. So whether it is B2B or B2C, you are doing the exact same thing. I think where people can get caught up in this aspect of it’s easier to sell to therapists is.

You know, there there is a legitimate benefit to when therapists generally buy something to advance their business, it counts as a tax write-off, right? And we are all always, I think, looking for ways to lower our tax liability because either then we get to keep more money, we don’t pay for government actions we may not support. And just generally we get to, you know, you invest in something and it grows your business and it helps you make more money. So like win-win-win. But

When you are promoting something business to consumer, yes, right, it is not a tax write-off for them. So there is that quote unquote downside. But I also think consumers also get sold a lot of different information, right? I don’t know how much they’re seeing courses and digital products and things like that, but I will tell you the number of ads I’m getting served right now for skincare.

Or for what do I get? I get a lot of like pet related ads of like, here’s the reason why cats in Japan live 10 years longer than cats in the US. And I’m like, my God, I have to know what this is about. And it’s usually about something related to dental health or something related about like the quality of water that they’re drinking. And I, as a proud and fairly neurotic cat mom, I engage with those ads, right? I’m like, how do I help my cats live as long and healthy as possible? So I buy those products because it is

Solving a problem of I want to feel like I’m doing the best job as a cat mom. I want to avoid the feeling of, you know, my cat’s getting sick and how horrible that feels. I want to feel good about something, right? I’m buying my way into something and buying my way out of something. Same thing for business to business, right? Same feelings that we’re going for here. The difference between business to business, and again, business to consumer is on the consumer end.

I have a lot of options. It’s kind of starting to feel that way with business to business kind of stuff too, especially business coaching for therapists. There’s a lot of us out there, but in any field, you have a lot of options, right? You are doing your research, you’re seeing what is out there. Does it seem to be a good value for the amount of money that it would be asking for for you? So, regardless of if your ideal client is a

business owner or just a neurotic cat mom, you have to know what their pain points are. You have to know what they want to buy into and buy out of. That is the hugest thing that is going to make you successful or not ultimately, right? Like you have to know that ideal client deeply. And as a business owner, you as a private practice therapist,

You know your pain points, right? You know what you are struggling with. You know what it’s like to stress about a full caseload, to have slow seasons, to not make the money you want. And then if your circumstances change because you learn and you’ve grown and maybe you invested in your own support, you get more confident in those things. And now you know that ideal client avatar you want to speak to if you want to move into business business coaching, right? So long as you have.

The skills to teach someone, whether that is mindset or strategy, or honestly both, I find it’s often both. You know that very well. If you’re trying to pitch to an ideal client who you barely understand, or it was five versions of you ago, like not last version of you, but a version of you you barely remember, or just someone you’re like, I know these types of couples really need help. I’m gonna make something for them.

But you can’t really speak to their I, their really deep pain points, that’s gonna show up in your marketing, right? You are not gonna be as confident in the marketing. The copy on the opt-in page or the sales page is gonna kind of fall flat because you don’t really get it, right? That is a difference in marketing of what is successful or not is does the person really feel seen and confident you know exactly how to help them and that’s what your product or your service is for.

Or are they kind of questioning, well, you know, they like they got parts of it, but not all of it. And part of what needs to be considered in this whole conversation too is pricing, right? What is the pricing of the product that I might be considering investing in at this point? Right. So again, if you’ve seen a lot of B2B coaches or marketing strategists, whatever they want to call themselves.

If you’ve seen them promote, like here’s my 20K month that I’ve had, here’s my 100K month that I’ve had. It is either a mid to high-ticket product that had a good number of people opt in. So that number looks really high, or it’s a really low number product that you have to have a lot of volume to have like a 100k launch with a $47 product, let’s be honest. So

The math has to math either way, right? I’m not going to spend $47 on something that I could have asked AI its opinion on or like help me build a meal planner or something like that. But I’m also not going to spend a large amount of money for something that I know I don’t have the time to invest in right now. That is honestly one of the biggest reasons I get people reaching out to me about my Therapy Intensives Academy program.

Of not doing it, of like I’m in two other courses right now, like I just don’t have the time and capacity, but I will probably enroll in the future. Right. So the price point has to both make sense and be worth it. And what that’s going to mean for each individual client avatar is going to be different, right? Some people are going to be willing to invest a high amount of money regardless of if they are a business owner or again, neurotic cat mom, because

They see the value in of it of it. They see how they’re going to get out of that pain and into that thing they want. Like one of the last things that I just bought for my cats. I’m going to talk about this example because it’s not not that it’s not fun talking about business, but I want you to see it in a different way than you might normally. So I’m going to talk about personal examples for for right now. I have, I know that cats love flowing water, right? So I’ve got all of the

I’ve tried so many different cat fountains over the year that generally range between like $30 to $60. And if you also have cats, or I think they even do this with dogs too, there’s these filters that you have to change on the water and they get grimy and they get kind of disgusting. And I hate cleaning them. Like I I have sen physical sensation issues and texture issues. I don’t like it. I don’t like doing it. So I probably go longer between cleaning those things than I need to. So that’s a real pain point of like.

I already hate doing this. I hate spending the money on filters. I don’t want to spend the money on filters. Maybe I’ll look for an alternative. But now I’m seeing these ads of how my laziness, my having to, you know, trying to save money where I can, like that might be causing harm to my cats. So now I’ve got a pain point of, shit, now I feel like a bad mom and I don’t want to feel like that. So when I saw this product for here’s why cats in Japan are living 10 years longer than cats in the US.

I was immediately intrigued. Right. I was like, okay, tell me more. And it’s literally all it is is it is a cat fountain that has two separate tanks and it pulls clean water from one tank and then it dumps the water that they’ve drank into a dirty tank instead of again, if you’re familiar with a fountain situation, it just circulates over and over. And that’s what this landing page for this cat fountain said is.

It’s that recircling that’s actually one of the grossest things because cats are getting their bacteria into the water and then it’s going through the filter. And if the filter is not as clean or the filter doesn’t catch everything, now the cat is drinking its own bacteria over and over and over again. So these fountains, I think I got them at like a discount price. They marketed like, we’re on back order, you have to order now. if you buy two, you save this amount of money. If you buy four, you save even more money.

I bought two because each one was over, I think I paid like 250 for the two of them. So that is the most amount of money I’ve ever spent on a cat fountain. But it made sense to me. The science of it made sense. The pain points it was solving made sense. Literally, I do see my cats drinking more water now, which is fantastic because cats are traditionally very dehydrated animals. And so I was willing to invest in something that seemed

Stupid expensive because it solved my problems. Whether you are B2B or B2C, you have to solve someone’s problems. And you have to be willing to, not willing, but able to back up the claims that you’re gonna make on those problems, right? You can’t say, here’s this $7 course that’s going to heal all of your childhood wounds. Like, is it? Probably not. should you even be selling.

A course on healing wounds. It sounds a little bit therapy-esque. I’ve seen some people market it successfully as a coach where it sounds less therapy-esque. So that’s another thing you want to be careful about. If you’re still practicing as a therapist, you want to protect your license, obviously. But we have to really think about: am I putting together a product that is amazing, that is high quality, and that makes sense for the price point, right? Especially with AI these days and how many people are using AI these days.

I have people in my coaching programs who are, you know, asking AI questions and like, help me plan this program instead of asking me for support. And they’re obviously welcome to do that. I don’t have any judgment behind it. I totally understand. And I think a lot of that is, you know, what other people are doing is, well, it’s easier to just ask this AI a question at 10 p.m. than to send my coach a message at 10 p.m. Or I just want a quicker response, right? Sometimes it takes me.

12, 24, 36 hours to respond to a message and maybe they want the answer now. So I get that, right? AI is solving a problem for a lot of people. And right, that’s why people are using it. It’s solving multiple problems. So if you are selling anything, whether that’s a digital product or live support, you have to also be better than AI, right? This isn’t about like be faster than AI, but it’s if I need tips for

How to, you know, again, meal prep. If I need tips for how to have a hard conversation, like I can ask AI that right. AI now knows a lot of that information, especially the more you feed it. So be careful how much you are feeding it your intellectual property, just kind of disclaimer there. But if I can chat GPT or I use Claude, if I can ask AI something.

Why would I pay you $7 for it? Why would I pay you $699 for it? It’s not that someone won’t pay you for that information, but it has to make sense. And a lot of how it makes sense is again, it is speaking to their specific pain points of what they want to buy into and buy out of. So is it actually easier to sell to therapists? I don’t think so. I think again, there’s a lot of reasons why.

It is hard. And honestly, in some ways, it feels like it’s getting harder because there is there are more people out there. I don’t want to say there’s more competition because ultimately people choose to work with people. They’re not going to choose one product over another, just based on like product description. They’re gonna buy based on the people who work with me inside my therapy intensives academy program, the people who work with me inside my mastermind. They choose me over other people because they like my personality. They like my take on things, they like

we have shared identities or whatever it might be, people choose to work with people. They do not choose just products. So you have to be confident about what you’re selling and you also have to be willing to put yourself into it of like, why you? Why should someone buy from you? Why should someone work with you? Because you are the differentiating thing out there. Right? You might feel more

Confident at the idea of selling to therapists because again, it looks like everyone else is doing it, but that doesn’t mean that there aren’t parents who need support with raising their child or their teen with ADHD. That doesn’t mean that couples don’t need your support with navigating sex difficulties. That doesn’t mean that, yeah, yeah, I can go on and on and list all the ideas, but there are people out there who need support and they likely want your support, but they don’t know.

Who you are, they might just know what the product is. And people can get a product from anywhere, but they can’t get your product, your services from just anywhere. So really and truly, I think that is the, those are some of the biggest things to consider is do you really know who your ideal client avatar is? Can you speak to their pain points? And can you make an offer that makes sense to them? Right. And it’s not just based on pricing, it’s based on.

Is it going to actually be doable for them? Like if you’re making any product for moms, are moms going to have the time to sit down with your product? Are moms going have the time to book calls with you? You really have to think about how do I solve my ideal client’s problems, not well, I see this working for other people. So I’m going to do that and then hope it sells with my ideal client. Because even if it’s, again, in this example, therapist a therapist.

therapist who’s a new mom has entirely different pain points than a therapist who, you know, is empty nest, right? So you have to know what they want, what their pain points are, what they’re buying into, what they’re buying out of, and be willing to put yourself into that process as well so that you stand out from other people. So I hope that was helpful to hear today. You, if you are looking at

I love therapy. I love the work that I do. I just can’t do this forever. I don’t want to do this forever. I don’t want this to be my only source of income. You can absolutely scale outside of the therapy room. And you just have to be intentional and strategic about who you’re choosing to target and what it is that you want to create for them and have a really strategic and intentional way to market that product or service to them.

If that’s something that you’re interested in, I’m going to put some options for support in the show notes, whether that’s one-to-one coaching, getting on the wait list for my mastermind coming up, or I have some recorded options as well. And always feel free to reach out, either reach out on Instagram or DMs if you want to chat some things through. Some people like to voice note back and forth, or email me if you have questions about what might be the best option for you. But

Despite what is happening in the economy right now, there are tons of people out there who are still making really good amounts of money, whether they are B2B or B2C. You can be successful too. Not all the pieces of the pie have been taken. There is still space for you if you want to take it. All right, everyone. Thanks for listening to today’s episode and I will talk with you more next week.