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(This article was written for Massage Therapy
Journal and appeared in the Spring 2000 issue.)
It's so easy to focus on the delivery of
your services - actual massage sessions - and overlook the
steps that keep your appointment book filled. Consistent
communications sent to your clients can breathe life into
your massage practice the same way that consistent massage
sessions contribute to the overall well being of your clients.
To simplify the major goals in building
a successful practice, you could say you want to: 1) Deliver
excellent massages; and 2) Build a strong relationship with
each client. Most therapists will focus on step one, knowing
that a quality massage is essential to long-term success.
But step two is equally important, as people prefer to do
business with someone whom they really like. (Think about
the service providers you see on a repeat basis, such as
your dentist or your hair stylist. What sort of a relationship
have you developed with them? How devoted are you to them?
If they moved their office farther away, would you still
go to see them?) Since the chances are good that you aren't
the only massage therapist that your clients could see,
these two factors may well be the deciding factor in how
many repeat clients you develop.
The dictionary defines promotion as the
act of furthering the sale or acceptance of a product or
service by advertising and publicity. Often in the health
field, most energy on promotion is expended to get new clients
or patients. It is then assumed that once someone has experienced
your treatment, they'll naturally call you when they are
ready to see you again. Those who accept this premise can
lose a great deal of business. Just as understanding why
massage works helps you to deliver better treatments, understanding
the mechanics and importance of promotion can help you build
a stronger practice.
Compared to you, virtually all of your
clients have far less understanding of how and why massage
is beneficial. Often, the motivation to see you is to address
a painful condition or because "massage feels nice."
These are two good reasons for getting a massage session,
but imagine the appointment frequency you could expect from
a clientele that is thoroughly educated on massage's many
benefits! Effective promotion to your clients should accomplish
two things: 1) It should continually expand their knowledge
and understanding of all you have to offer them through
your services; and 2) Remind them that you are there to
deliver these wonderful benefits. Additionally, you can
entice them with special limited-time offers, referral specials,
gift certificate specials, etc. (if and when appropriate
for your practice).
Realize how busy people are today. As an
example, think for a moment in your own life how many interests
you have. Consider the amount of time and money required
to pursue these various interests. How many of the things
on this list do you actually do on a regular basis? What
percentage of this list is on hold until you have the time
or when you can afford it? You do the things that are the
highest priority first - and so do your clients. You need
to get your service moved way up on each client's priority
list! What is going to accomplish this? Consistent education
on the importance of massage and regular reminders that
you are there to deliver to them!
There are many things you can do to reach
out to your clients. Contacting them through the mail is
the most time effective. You can send postcards, birthday
notes, special offers, brochures, personal letters, etc.
My favorite tool is the newsletter because it's so well
received by almost everyone. A newsletter is perceived as
good news and is an excellent way to share personal announcements,
to educate, and to promote your services in a professional,
non-threatening way.
Over the years, some of the comments I
hear most frequently regarding regular newsletters include:
- Clients enjoy getting them and learning more about their
health and massage benefits
- They are impressed the therapist cared enough to send
them the information
- Referrals and gift certificate sales go up
- People who haven't been in for quite some time call
for an appointment
Whatever format you are using to reach
your clients, make sure that it echoes the professional
image you have created for yourself. Don't try to cover
too much material at once or overcrowd your piece. Remember,
you're going to be sending them other communications on
a regular basis, so just address a couple of points each
time and make it look inviting to read.
Since you may not have the opportunity
to do any relationship building during the massage sessions,
your regular mailings can be a great asset in creating these
important client bonds. It's logical to build your relationship
and further enhance your value to your client in the area
of interest you both share - improved health and massage
benefits. So, find out from several of your clients what
concerns, health questions, etc. they have and address these
subjects in your educational mailings. Invite all your clients
to submit questions to be addressed for future mailings.
When educating your clients, focus on the
benefits massage offers and the reasons they need to see
you regularly. These are the points that will get their
attention and will best relate to their situation. It's
a little too easy to start sharing information that may
hold some interest for you, but is more than they need (or
care) to know. For example, explaining the mechanics of
myofascial release is a quick way to lose your audience.
What would be of interest is how myofascial release can
help them feel better. So keep your message simple and easy
to read. A challenge when writing to a broad audience is
to avoid talking down to them, or going over their heads.
Try to stick to the safer middle ground and be sincere in
your message. Direct your communication to the reader in
a personal way. (Imagine you're writing to just one person.)
Avoid being preachy or dwelling on the negative side of
an issue and keep things light and interesting to read.
(Read all the promotional pieces you get in the mail and
see how they make you feel.) You have a nice advantage in
that you've had the opportunity to begin developing a personal
relationship with each client, so you can build on that
affinity in each communication.
One thing that is lacking in many areas
of our fast-paced modern world is excellent service. Most
of us expect to pay handsomely for top-notch service today
- whether it's a five star restaurant or hotel or flying
first class. One of the hallmarks of excellent service is
the attention to detail and those little extras - mints
on the pillows and a plush robe in the bathroom in your
hotel room, for instance. Your regular mailings are a special
service that can help to elevate you in your clients' eyes.
As more therapists come into the marketplace, this is one
way you can set yourself apart from the crowd.
Remember, one of the benefits to you is
that you can fill your appointment schedule with fewer clients
when you take the time to develop your client base through
proper education.
A smart business practice is to implement
any proven techniques available to you. In the business
world, one step all successful businesses take is to regularly
promote to their specific publics. No matter how huge and
successful a business has become, they continue to put the
word out - to make sure they stay on their clients' priority
list. Some of those clients may be regular customers; some
may only shop with them occasionally, but the successful
business stays in touch with them all.
Many therapists may not feel comfortable
in designating funds for follow-up promotion. Consider that
promotion is the action that leads to appointments. It's
true that an esthetic massage room and a well-delivered
massage are forms of promotion, but they are not as likely
to be remembered by your client days or weeks after their
appointment. Your regular mailings can both remind them
of the wonderful experience you provided and educate them
further about massage's many benefits. So, realizing that
consistent promotion is an integral part of doing business,
let's consider the cost.
Is it worth the cost of doing these mailings?
Using newsletters as an example, if you mail four to six
issues a year; you will spend between $2.50 and $5.00 annually
per client household. (This includes paper and photocopying
costs, postage, and funds for some typesetting). Assume
you charge between $40 and $65 for an hour massage. If a
client came to see you, on average, only once every two
years, you would still be coming out ahead. Now assume that
many of your clients see you an average of 5-10 times per
year, you will be earning $200-$650 annually per client
(Weekly clients-about $2,000-3,000 annually). Is it worth
spending a few dollars per year on each client for this
kind of return? You bet!
In the massage field, most of the adult
American population hasn't had a professional massage. The
attitudes are changing in favor of natural approaches to
health, so the potential for bodyworkers is tremendous.
It all starts (and grows) with steady, effective promotion.
Take control of your future growth and strengthen your practice
by getting and keeping the word out about your services.
If you would like further information or advice on promoting
your practice, please contact me.
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