Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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.
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.
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.
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.
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.
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.
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.
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.
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.
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).
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.
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."
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.
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.
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.
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.
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.
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.
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
January, 2007, Vol. 07, Issue 01
Are You Convinced?
By Jenn Sommermann, LCMT
Massage therapy comes as a second career for many people. Often, a large part of our identity is wrapped up in that previous profession. However, times have changed and many people are coming to this profession first.That thrills me because massage therapy is being considered a viable career path. However, if you are young and coming to massage therapy from your primary education, you still might have your identity invested in other things. Either way, if you are not comfortable with whom you are in this new role, how can others be? It's hard to successfully market oneself for a new position you are not yet completely comfortable in. If I may borrow an analogy, it's like putting on someone else's overcoat. It will suffice, but doesn't quite fit right.
It takes a certain amount of effort and time to make that mental transition; to convince yourself you are a now a massage therapist. I had a similar experience coming from a corporate career that I had been in since college. It was all I knew, and for many years, it was my identity. It was hard for me to introduce myself as a massage therapist without some sort of internal giggle. Was I really a massage therapist? Could I pull it off? Did I sound convincing? Add to that the fact I was so elated with my new identity; I was already giddy. What I found was not that I had to convince others; rather, I had to convince myself.
In the big picture of marketing, convincing yourself of your new profession seems like a natural place to start. If you are ambivalent about whom you are and what you are doing for your profession, no one else will be convinced. You must be secure in the product you are bringing to the table if you want the public to react favorably. In this case, you are the product. You have to know what you are selling and be able to communicate it. If you hesitate about your new profession, others will pick up on the insecurity and the initial impact of the first impression will be diminished. The first contact with a prospective client must be positive. There should be no wavering about whom you are or what you can offer. Your interaction must be clear and compelling for it to be truly successful. You know the saying: "You don't get a second chance to make a first impression."
Consider the following example. You run into an old friend from college. You have not seen each other in a few years and you have no idea what they are doing for their profession, so you ask them. With a weak and indecisive answer, they tell you they are in business for themselves. The type of business is irrelevant if the answer is unsure and faltering. Are you anxious to utilize their product? Do you feel comfortable and secure about their ability to provide good service? Suppose their response is upbeat and affirmative. Would your reaction be different? If they express themselves with enthusiasm and eagerness, would you want to learn more and invite a dialogue?
Put yourself in the same situation. You run into a friend you have not seen for a while. They ask you what you are doing now. Do you have an answer? Does your answer sound secure? Is your dialogue filled with "ums" and "you knows"? Do you meet eyes, or do you stare around in other directions? Do you sound convinced about what you do? Say to yourself, "I am a massage therapist." How does that feel to you? Only you can answer these questions and judge what your feelings are. If they are less than convincing and there is any hesitation, practice is needed. If you feel confident, you are ready to continue.
I am a big believer in having a "canned response" for the question, "What do you do for a living?" The question comes up all the time. From the dinner party to the kid's soccer games, it's the number-one greeting question. Are you prepared with an answer? Remember, the average attention span is about 30 seconds, and in that time, you can attract a new client, educate someone about massage or lose the opportunity completely. Your words and the way you relay them have the power - so why not be prepared?
This is not to say the answer needs to be a monologue or sound like it was rehearsed. Rather, a prepared response should roll off your tongue and not have to be labored over. It should be sincere and come from the heart. It should show enthusiasm for your work and be articulate. It can be altered for the audience and the event. However, the basic outline can be memorized and perfected for any occasion.
I encourage my students to practice their "spiel" and have several versions in their bag of marketing tricks. This usually is one of the homework assignments and is done in front of the class. Through teaching and watching students present their spiel, I have found that many of them get tongue-tied saying "Swedish massage." Try it yourself. How does it sound? Now, imagine being nervous. When a situation is charged, wouldn't you prefer to know the phrases that hang you up? If you can't say it well, don't say it. Instead, I offer the solution of saying "Swedish-based massage," and it works great!
Often, my students approach me about how difficult or silly this exercise seems. Only after they graduate do they recognize the importance of the activity, and many have thanked me for forcing them to do it in the first place. Of course, your spiel will evolve as you evolve in the profession. That's the fun. Keep practicing and stay focused.
Click here for previous articles by Jenn Sommermann, LCMT.
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