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Top 5 Mistakes Sleep Consultants Make

AND WHAT TO DO INSTEAD...


Starting your own business as a sleep consultant is exciting and empowering, yet it can also feel a little overwhelming. You're passionate about supporting families and helping little ones get the sleep they need…but no one really tells you how much running a business is a job of its own.


Whether you're just getting started or you’re a few clients in and still finding your feet, here are the top five mistakes I see new sleep consultants make, and more importantly, what you can do instead.


a mum working as a sleep consultant

  1. UNDERCHARGING FOR THEIR SERVICES


The mistake: Many new consultants price themselves far too low, hoping to attract more clients or “get experience.” But undercharging devalues your work and leads to burnout. It also sends a message to clients that your work may not be worth much. It lowers your value, experience and knowledge and can actually send people away from your services and toward someone with more "experience" based on their prices.


What to do instead: Charge based on the value you bring, not just the hours you work. Consider the emotional labour, the prep and follow-up, the transformation you offer families, and your long-term business sustainability. Start with a price that respects your energy, expertise, and time. Need help pricing your packages? Download your free copy of my Pricing With Confidence PDF...




  1. TRYING TO HELP EVERYONE


The mistake: Trying to market to all parents of all ages with every sleep issue makes your message diluted and generic. It becomes harder to connect with your ideal clients. When your clients don't understand who you are or what you stand for, then they will find someone that "speaks their language" and who they feel is a better fit for them.


What to do instead: Niche down. Choose a specialty (such as gentle sleep support for toddlers, or sleep without sleep training, or newborn sleep shaping) that aligns with your values and strengths. When you speak directly to someone, they’re far more likely to hear you, trust you, and book with you. Finding your niche is super important and allows you to speak to a particular target market, not just everyone. Then, you need to showcase your niche in your marketing. Share it on every platform so potential clients aren't confused by who you are and what your practicing model is.


sleep consultant setting her packages and prices



  1. NEGLECTING BUSINESS SYSTEMS


The mistake: Skipping over contracts, client intake forms, email templates, and workflows can feel tempting, just so you can showcase yourself and start getting clients. But missing these important steps can make your business feel messy and inconsistent, and that impacts both client experience and your stress levels.


What to do instead: Get your systems in place early...make it the first thing you do before getting too far into the depths of consulting. You don’t need to overcomplicate it, just create smooth, repeatable steps that allow your business to run efficiently. Think: automated emails, session outlines, follow-up resources, and scheduling tools. These things will save your sanity.



  1. AVOIDING VISIBILITY AND MARKETING


The mistake: If you wait for everything to be "perfect" before offering your services, you might remain in planning mode indefinitely. Without putting yourself out there, no one will know what you do or how to connect with you. Consequently, all your efforts to create the ideal conditions for starting your consulting may go to waste. Of course, you don't want to miss point 3 but don't worry about perfection; get the systems done but still be present.


What to do instead: Completed is preferable to flawless. Be present online, discuss sleep, express your values, and allow potential clients to get to know you. You embody your brand. Potential clients are looking for you. Stay visible and approachable.


sleep consultant coaching and marketing


  1. THINKING THEY HAVE TO DO IT ALL ALONE


The mistake: Trying to learn sleep science, client management, content creation, website design, and business strategy all at once can lead to serious overwhelm and burnout. Developing client contracts, sleep assessments, sleep resources, marketing strategies and more...it's a lot!


What to do instead: Invest in support and guidance. Whether it’s a sleep mentor, a marketing and strategy coach, a training program, or a website designer. Surround yourself with other consultants whom you can resonate with and learn from. Learning from others shortens the struggle and gives you confidence in your direction.



Running a sleep consulting business isn't just about helping babies and toddlers sleep. It’s about building something sustainable, fulfilling, and aligned with your life. These mistakes are common, but they’re also fixable.


Do you want or need support? I mentor sleep consultants just like you, equipping you with the tools, systems, and confidence to build a business you love.


Feel free to book in for a Connection Call to chat more about my services and how I can support you through building your sleep business.



 

Shereen Nielsen

Senior Sleep Consultant, Coach and Mentor



I'm Shereen Nielsen — sleep consultant, coach, and mentor. With over 8 years in the sleep consulting space and more than 4,000 families supported, I now proudly educate and mentor the next generation of sleep consultants through my internationally recognised certification program. Whether you're looking to launch your business, sharpen your clinical skills, or design impactful resources and marketing, I’m here to help you succeed.


Phone: +61419820474

 
 
 

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