You've probably felt the squeeze of low council rates and rising costs really starting to bite this year. However, building up private clients (rather than focusing on Local Authority contracts) can help you create a more stable business. Here are six practical takeaways from "The Winning Private Clients handbook" that can make a real difference.
1. The money makes more sense
The numbers speak for themselves. While councils typically pay between £16.86 and £21.53 per hour, private clients usually pay £25 to £38. That's much closer to the £32.14 that experts say is actually needed to run a viable care service in 2025-26.
Amrit Dhaliwal from Walfinch puts it plainly in the Handbook: "Over the next 5-10 years it will be more important than ever to run a high-margins business. The care sector faces constant financial pressures, and those businesses operating on thin margins from local authority contracts will face serious financial problems."
2. Private clients can expect more
People paying directly for care have different expectations. They:
- See themselves as customers, not service users
- Want to see clear value for their money
- Choose based on quality rather than just what's available
- Expect care that fits their personal needs
- Make choices with both heart and head
Charlotte Driver-Young from Christies Care notes: "Private clients, and their families, often expect a higher degree of personalisation, responsiveness, and continuity. Many are seeking not just practical care, but also companionship, emotional support, and a sense of trust and dignity."
3. Stand out from the crowd to win
To attract private clients, you need to be clear about what makes your service special. This means:
- Looking honestly at your strengths and weaknesses
- Getting feedback from people who know your service
- Checking out what your competitors offer
- Testing your ideas with people you trust
Claire Reader from Newcross Healthcare Solutions gives straight advice on this in the handbook: "Work with absolute integrity. Know your worth and who you are. Know what your specialism is and stick to it. People will remember when you act true to yourself, and they'll also remember when you claim you're something that you're not."
4. Price your service right
Your pricing needs to work both for your clients and your business. Good approaches include:
- Finding out what competitors charge
- Understanding your actual costs
- Learning what clients think is good value
- Creating clear pricing information that explains why your service is worth it
Amrit Dhaliwal makes an important point here: "Ultimately, a care company that goes bust does not serve anyone. That's why the best business owners have a magic mixture of compassion and smart business skills."
5. Build word-of-mouth referrals
Personal recommendations are gold in care services. Build relationships with:
- Professionals like solicitors and financial advisors
- Health workers like GPs and hospital teams
- Community groups like churches and seniors' clubs
- Other services like cleaners, gardeners, and meal providers
Daniel Archer from Visiting Angels shares a practical tip on this: "When it comes to referral partners, it's better to think of it in terms of how generous they will be with leads, not where they sit in a hypothetical ranking. A podiatrist may be considered a low priority, but you might find that they refer 5 people a month."
6. Build for the long term
Creating a lasting private client business means thinking ahead. This includes:
- Having a clear vision of where you're going
- Setting goals you can measure
- Creating ways of working that can grow with you
- Using technology to work smarter
- Constantly looking for ways to improve
Grzegorz Wrzosek from Promedica24 UK Ltd sums it up well: "The key is to not be in it for you, but be in it for them. Understand your audience's problem, think about 'how can I solve your problem', and it will get you in that door."
By focusing on these six areas, you can build a stable private client base that helps your business thrive while providing the high-quality care people truly need.
Want to get the full picture of how to win private clients and boost your financial security? Get the full guide here:
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