Why they can work
- New clients: the person receiving it may never have found you otherwise.
- Seasonal sales: Christmas, birthdays, Mother's Day and Valentine's Day are common times.
- Income up front: the money arrives when the voucher is bought.
- Good for relaxing sessions: massage, reiki and hypnotherapy for relaxation suit gifts well.
Where to be careful
Therapy is personal. Giving someone a counselling voucher can feel pointed, so many counsellors choose not to sell them, or offer them only as a gift to oneself. Think about what feels right for your work and your clients.
Also remember a voucher is money you owe in sessions. Keep a clear record of what you have sold and what has been used.
Set out simple terms
- What the voucher is worth or what it covers.
- Whether it has an expiry date, and what happens then.
- Whether it can be used for any service, or only some.
- Whether it can be refunded or transferred.
- How to redeem it, and a link to book.
Check with your adviser or accountant how vouchers should be recorded in your accounts and for VAT, if you are registered.
Make it feel like a gift
Send a nice-looking card, ideally on the day the buyer chooses, and make booking easy for the person who receives it. Mention it on your website and in your emails in the weeks before the busy seasons.
Think about how you will promote them. A short mention on your website and in your emails in the weeks before Christmas and other busy gifting times is usually enough. Keep the message warm and low-pressure, and offer a choice of values or a specific service. Make sure the person receiving the voucher knows how to book and what to expect. A friendly note from you can help someone who has never tried therapy feel at ease. After the voucher has been used, a gentle follow-up shows you care, and may lead to further sessions. Keep a record of who bought it, when and for how much, in case anyone asks later. If you are unsure how to deal with vouchers in your accounts, ask an accountant. Whatever you decide, write the terms down and keep them the same for every buyer, so that nobody is surprised later.
More questions
Should a voucher expire?
Some businesses set an expiry date, others do not. Put your choice in the terms and tell the buyer clearly.
Is a voucher a good idea for counsellors?
It depends. Some counsellors avoid them because therapy is personal, while others offer a voucher for a first chat or a package.
Can I sell vouchers online?
Yes. Your website can sell them and email them to the buyer or the person receiving the gift.
