Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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Key Changes and Updates to the 7th Edition CNT Manual
Acupuncture Today recently interviewed Jennifer Brett, ND, L.Ac. regarding the updates to the CNT manaul.
NCCAOM Video Contest
The NCCAOM is excited to announce the launch of the second annual video contest "Because it Works!" 2015.
Should You Change an Athlete's Natural Running Form?
Once past the ankle, impact forces travel at about 200 mph into the knee. In addition to allowing the quad to absorb force, bending the knee (E) prevents the hip and pelvis from moving up and down too much (F), which is important for injury prevention and efficiency.
The Source-Luo Point Combination, Part 2
The Da Cheng includes symptoms for the source-luo points that indicate when to use them for treatment. Yang defines the method as the guest-host (it is one of a variety of acupuncture point combinations called guest-host).
The Three Heater Official
This Official, belonging to the element Fire, is responsible for maintaining and regulating the heating system of the body, mind, and spirit. It is named for its function. The trunk is divided into three "burning spaces" or "jiaos."
Integrative Medicine for the Underserved: A Seat at the Table
Numerous organizations have risen to the challenge of providing care to medically-underserved populations and here we feature one such group.
Meet Cheyenne: Your Future Colleague
Allow me to introduce you to Cheyenne (Chey), the daughter of some of our family's closest friends. We attend and serve at the same church together, and have known each other for many years.
Q&A With the First VA Chiropractic Residents
As you may have read previously, a major step forward for the profession occurred in July 2014 when the Department of Veterans Affairs began piloting a chiropractic residency program at five locations.
Nomenclature and Classification of Lumbar Disc Pathology: Version 2.0
The Nomenclature and Classification of Lumbar Disc Pathology consensus, published in 2001 by the collaborative efforts of the North American Spine Society, the American Society of Spine Radiology and the American Society of Neuroradiology, has guided radiologists, clinicians and the public for more than a decade.
I was sitting in a Pizza Hut in Peoria, Ill., with my friend Reggie, sometime in the spring of my senior year in college, when he started doodling on his paper placemat. In those days, the company had a picture of U.S. on the mats, showing all the locations of the "Huts" in the country.
The Risks I Took
We all take risks when we choose this profession. For some, it is not knowing if you can make a living practicing TCM. For others, it is parental or cultural disapproval.
Marketing with a Microphone
When given an option, it stands to reason that people prefer to do business with those they know, like, and trust.
Leg-Length Inequality and Pelvic Fixation: A New Approach to the Negative Derifield (Part 3)
A patient with sacroiliac fixation and dysfunction ordinarily demonstrates a noticeable leg-length inequality when placed in the prone position on the adjusting table.
Creating Relationships at Southwest Symposium
The month of May brought many interesting activities. As I have said in many previous columns this year, this profession is moving in a very exciting direction. Make sure you are getting involved. If you're not, you just might get left behind.
Going On-Site With Chiropractic Care
The Foundation for Chiropractic Progress has released a position paper highlighting the financial, clinical and patient-satisfaction benefits of providing chiropractic care at on-site corporate health clinics.
Treatment of PTSD: An Opportunity for the Practice of Integrated Medicine
PTSD is widespread across America today. Not only do many of our honored men and women in uniform bring it home with them from the war zones they have been active in, but it often follows any life-threatening event people go through when their lives have been in danger.
Desert: A Metaphor from the Study of Genetics
In most of the human lives I know about, there are stretches of time which feel stagnant, or worse. We can feel adrift, or wounded and sidelined, and these times don't seem to carry much usefulness while they are unfolding.
Sports Medicine 101: Surgery or No Surgery?
In the world of sports medicine, many careers are saved by surgeries that correct traumatic damage to the body. Muscle tears, ligament damage, fractures, spinal disc herniations, and joint instabilities are a few of the issues frequently addressed with surgical intervention.
An International Life: An Interview with Mary Elizabeth Wakefield
I met Mary Elizabeth Wakefield during her class last summer in Seneca Falls, New York at the Finger Lakes School of Chinese Medicine.
Chinese Doctors Poke Holes in Australian Study
A recent Australian clinical trial, published in the Journal of the American Medical Association (JAMA) in 2014 by Rana Hinman, et el., evaluating the effectiveness of both needle and laser acupuncture for chronic knee pain.
Free Yourself From the Pocketbook Practice
Let's take a journey together; there's an important lesson to be learned. Imagine a town or city just like yours.
October, 2001, Vol. 01, Issue 10
Happy Birthday to Me!
By Perry Isenberg
During a recent convention, I spent a considerable amount of time away from the BioFreeze booth to spend time with some of our wholesale distributors and business associates. This time, coupled with the fact that our company is celebrating our 10th year in business, caused me to reflect on how privileged and fortunate we truly are.
In the exhibit hall, there were 11 wholesale distributors of our product; at least seven of them have been selling the product for as long as we have been in business. Although the other four dealers have been selling our product for only a few short years, they have benefited from the best efforts of our first group of wholesalers, who together helped us achieve national distribution and demand.
This thought process sparked the following question: How much of our available resources (time, money, energy, etc.) do we direct to acquiring new business, vs. helping our established customers sell more product?
After thinking it through, I concluded that we spend at least 85% of our resources working with current customers, with the remaining 15% going toward finding new business. I'm content with these percentages, although I have no point of reference as to whether industry norms exist. I also noted that we had no prior objectives or strategies to structure our resource distribution.
I started to think of massage therapists, and wondered if they recognize the importance of programs to take care of current customers vs. promotional activity to attract new customers.
We all execute programs to attract new customers -- but do we always take the time to allocate resources to existing customers? Consider yourself a customer who responds to a promotional offer in a local paper from a massage therapy clinic. The ad offers 50% off your first massage treatment. Obviously this type of offer is great to generate new clients - at this point, it's a win-win situation. Now you are a client, and you continue to see the 50% offer every month in the paper. How impressed would you be if on your birthday, the therapist gave you your treatment for free as a thank-you for your continued support? After all, the therapist offers 50% off the first massage to a first-timer, with no guarantee the prospective client will become a regular client who could also generate new business via word-of mouth-referral.
Let's do the math:
Ten consumers take the 50% off first-time offer. Two become regular clients; one becomes a semi-regular client. Assuming regular is once a month, and the hour session is $60.00:
This provides you $1,530 in revenue for 12 months. Ten regular clients provide you with $7,200 in revenue. If you offered one free treatment to each of those clients, it would cost you $600; $7,200 - $600 = $6,600 in revenue for 12 months.
This exercise clearly demonstrates that heavily skewing your resources to existing customers is a worthwhile strategy. The word-of-mouth referrals alone for the "birthday" gesture would be worth thousands of dollars to any therapist.
Staying in touch with customers, and treating and rewarding them with the respect they deserve, is a worthwhile business decision. Review how you use your resources, and make sure you take care of those who take care of you! In the meantime, be healthy, be good, stay focused and motivated.
Click here for previous articles by Perry Isenberg.
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