Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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."
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.
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.
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.
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.
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.
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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
NCCAOM Video Contest
The NCCAOM is excited to announce the launch of the second annual video contest "Because it Works!" 2015.
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
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.
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.
March, 2004, Vol. 04, Issue 03
Are You Sitting on a 24-Karat Gold Mine?
By Colleen (Steigerwald) Holloway, LMT
Author's note: It is my pleasure to share the knowledge I've acquired with my colleagues and friends within the context of this column. My goal is to assist massage therapists in practicing massage professionally, ethically, efficiently and profitably.If there are any issues you would like me to address, I would love to hear from you.
If you have been in business for one or more years, it's quite possible that you are sitting on a 24-karat gold mine! Let me explain what I mean. Nearly every day, I speak with a frustrated massage therapist who has been in the business for many years and still can't fill his or her appointment book. Given the various choices of marketing, it can be "hit or miss" when you choose to spend your hard-earned dollars on advertising. But what if you could spend very few dollars and still fill your schedule, simply by tapping into that gold mine?
Many massage therapists say their biggest challenge is getting new clients. Once clients come in, they are sold on the treatment and continue as dedicated clients for many years. The problem, as you know, is that new clients who don't know you are hesitant to trust you - and understandably so, considering they will be nearly naked (but properly draped), while allowing a stranger to touch them. Your job, therefore, is to convince them that you are trustworthy and professional.
This task can take a lot of time, proper marketing and advertising dollars. Some therapists would argue that the best way to fill their appointment books is through word-of-mouth referrals. After all, new clients who are referred to you are much more likely to trust you even though they don't know you, just because someone they trust referred them. I agree: This is a good and inexpensive way to get clients; however, it's not the gold mine to which I'm referring. There are actually people out there who trust you even more than those referred clients: your inactive clients. The clients who have visited you one or more times throughout your career are the seeds to your 24-karat gold mine. Remember, the inactive client already trusts you because he or she has a pre-existing relationship with you. Your only challenge is to get the inactive clients back into your practice.
What can be scary is that you don't know why those clients stopped coming to you. Did they relocate? Did they find another therapist? Maybe they simply fell out of the rhythm of regular massage? The reason doesn't matter - chances are good that they would come back to you if asked. How do you reactivate these clients? That's fairly simple: You send them an invitation! Here are some tips for writing an effective invitational letter:
If you've been in the field for several years, you'll surely have hundreds of inactive clients. Instead of attempting to write everyone at once, you will want to make this a marketing "project." In this case, I recommend making a list of the clients you have not seen in a while, and even those you only saw once. Set aside two hours per week to prepare the letters and send them out. Continue this until all of your inactive clients have received a letter. Monetarily, it will cost you a mere $37 in postage for every 100 inactive clients you reach. Inactive clients already know and trust you.
Start tapping into that 24-karat gold mine and before you know it, your appointment book will be overflowing.
Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.
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