resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
5 Ways to Occupy Occupational Health
Despite the progress that has been made to better protect workers, occupational health and safety remains a priority area for many national governmental organizations due to the widespread problem of occupationally related morbidity and mortality.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
June, 2007, Vol. 07, Issue 06
The Difference Between Sales and Marketing
By Jenn Sommermann, LCMT
Many of my students don't like marketing because they immediately equate it with sales. For some reason, the word sales has a bad reputation. Perhaps it's because of a prior career and you swore you would never have anything to do with sales again.Maybe you had a bad experience with a salesperson and vowed to never be like them. Perhaps you think sales is pushy and you have chosen to escape the consumerism of America and are determined not to sell anything, ever. A psychological block about sales could be stopping you from feeling comfortable talking about what you do for a living. Whatever your reasoning is for not liking sales, you must get over it if you want to be successful. Like it or not, the business of massage is about selling yourself and your services. This article will attempt to re-educate you about what sales really is and hopefully your perspective will change.
So, for the sake of keeping your attention, let's start using the word marketing instead of sales. They really are the same thing, but one tends to have a better connotation. And before I launch into my sales pitch (no pun intended) about marketing, let me highlight the three components for true success in the massage therapy industry. I call it the One-Third Rule. Success in the massage industry is one-third hands-on skill, one-third business skills and one-third marketing techniques, all in equal proportions. Most therapists put all their emphasis in hands-on training, both during their initial schooling and post-graduate and I believe that is why so many practitioners fail in business. With the other two areas comprising two-thirds of success, why are more therapists not giving equal time to business skills ... including, you guessed it, marketing? Beats me. I believe if equal time was given to hands-on skills, business skills and marketing skills, every practitioner would be wildly successful. It's my dream for all therapists to treat the business part of their practice with as much enthusiasm as they approach hands-on classes.
I want to paraphrase a lesson I read that sums up a point ... no one notices good hair color. Everyone notices bad hair color. Come on, you know it's true. When you see someone with a bad dye job, don't you think to yourself (or say to your friend), "what were they thinking? Do they know how bad that looks?" Perhaps, like me, you have vowed never to change your hair color because you have equated hair color with bad hair color. Well, the same is true for sales. Everyone notices bad sales; the pushy used car salesman or the telemarketer. No one notices good sales. If someone is good at sales, it's easy, effortless and you don't even know it's happening. The trick is to be the good sales -person. Before I tell you how, let's define this sales concept more.
So, what is marketing, also known as sales? I believe it is sharing information and helping people make decisions. Have you ever noticed how hard it is for people to make decisions? Why not make it easier for them? Offer them a solution. If you are only trying to book a massage appointment, you are selling. If you are offering the solution of massage therapy to someone's back pain, you are providing information and helping someone make a decision. See the difference?
Part of the skill of marketing is being able to ask questions and recognize the information they need so that you can educate them and they can make the best decision for themselves. Remember when you learned how to conduct an intake interview for a client. You asked the right questions to find out if massage was the right thing for this person. The same is true here. Go back to basics and remember how to ask the right questions so you can offer your solution. They will appreciate you for it and it won't look or feel like sales.
Sales is caring enough about someone to help them get what they need versus how they can help you. Instead of being "me focused," it is "them focused." If you are only focused on how others perceive you, you are being selfish. If you really believe you have something that can help someone else, but are more concerned in how you are viewed, you are self-absorbed. Get out of your own way, help people, and it won't feel like sales.
Sales is about customer service. If you know you have something that someone needs and can benefit from, you are serving your customer. Can you imagine if doctors didn't offer solutions because they were afraid their patients would think they were pushy? Give the information and the clients decide what to do from there. Sales is the opportunity to serve and support a clientele. Whether it is rescheduling appointments or sending newsletters, you are supporting people with what they need.
If you are genuine, it won't feel like sales. If you are selfless about it, people won't feel pressured or hassled. When the interaction is that natural, it will feel effortless and you won't even know or feel like you are selling.
Click here for more information about Jenn Sommermann, LCMT.
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