resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
God and the Chiropractor
My wife went to church last Wednesday night and brought home a CD of the pastor's message. As she handed it to me, she said, "You should listen to this; you'll like it." Our family regularly goes to church and our faith plays a major role in our lives.
Converting More Patients to Your Practice
In 2013 and 2014, the theme was "the money is in the list." This meant that if you had a big email list, you were really making some "cha-ching." Unfortunately, having thousands of emails doesn't equate to thousands of dollars in profit.
Pain Is Only a Piece of the Puzzle
More often than not, when a patient presents to the office, it is for a pain complaint: headache, neck pain, low back pain, sciatica, carpal tunnel, etc.
Managing Tibialis Posterior Tendon Injuries
The tibialis posterior is the deepest, strongest and most central muscle of the leg, with fibers originating from the tibia, fibula and interosseous membrane.
The Way We Are Designed: A Conversation with Gil Hedley, PhD
I was first introduced to the work of Gil Hedley by Tom DiFerdinando. He gifted me Gil's DVD series.
Older Patients, Stroke Risk and Manipulation
The first population-based study in the United States to evaluate stroke risk following spinal manipulation – and the first involving older adults – suggests that "[c]hiropractic cervical spine manipulation is unlikely to cause stroke in patients aged 66 to 99 years with neck pain.
There Really is No Room for Sexism
Recently, Matteo* (a transgender male) approached me during a break in an advanced shiatsu class in Berlin where he was one of two men in a group of 20 women. "Pamela. Don't forget to remind the translator to include male endings."
An Excerpt from TCM Case Studies: Pediatrics
This excerpt is reprinted with permission from Jamie Wu. TCM Case Studies: Pediatrics was released in 2014 by People's Medical Publishing House.
Striking a Blow to the Medical Monopoly
The U.S. Supreme Court has issued a landmark ruling in North Carolina State Board of Dental Examiners v Federal Trade Commission.
TCM Congress in Rothenburg is Largest in Western World
In the medieval town of Rothenburg, deep set within the Bavarian countryside in Southern Germany, the TCM Kongress Rothenburg each year draws around 1.200 participants from more than 40 different countries to attend the biggest TCM conference in the Western world.
Keep Seniors Safe: Age-Proofing the Home
I want to give Dr. Claudia Anrig kudos for her Dec. 1, 2014 column, which highlighted safety issues youngsters might encounter in the home.
Recreational Cannabis Use and TCM
Many people are drawn to cannabis for its effects physically, mentally and emotionally. Medically, cannabis has some legitimate uses, however the scope of this article is limited to the recreational use of cannabis.
Treating Beyond Pain
More often than not, when a patient presents to the office, it is for a pain complaint. Headache, neck pain, low back pain, sciatica, carpal tunnel... The pain is often the focus of the patient's mindset, and they don't often have any thought of what comes after the pain.
The Need for a New Medical Model: A Challenge for Biopsychosocial and Ecopsychologica Medicine
Chinese medicine speaks of alignment between humans, heaven and earth. It is a complex view with a focus upon relationship. These are comprehensive ideas with no specific terms in contemporary medical practice.
Synergy Doesn't Happen in Silos: Acupuncture in Hospitals and Other Healthcare Settings
As acupuncture and traditional East Asian medicine continue to intersect and integrate with biomedical approaches, the conversation about integration expands and becomes richer.
A Well-Kept Secret: 5 Element Acupuncture, Part II
Supervising acupuncture interns at a TCM college, it has always struck me how funny it is to hear the clinic manager tell the patients that the Five Element clinic specializes in treating emotions, as if patients with physical pain have no emotions!
Will You Be an Amplifer or a Mute?
These times are changing, and changing quickly. There have been many challenges to this profession throughout the past few years. The challenge is to talk, then talk and talk some more about this medicine.
How We Can Help the Injured Brain
The majority of patients with mild traumatic brain injuries recover within seven to 10 days. If concussion signs and symptoms continue beyond seven days, the diagnosis changes from acute concussion to post-concussion syndrome.
Viewpoints: Massage Reduces Nonspecific Shoulder Pain, Improves Function
While seemingly universal, pain and stiffness in the shoulders can be a significant cause of disability. Often a pain that does not go away on its own, shoulder complaints tend to linger, sometimes for 12 months or longer.
The Dietary Supplement Research Dilemma
I do not care what the truth is, one way or another; I just want to know it. And when it comes to dietary supplements, the truth can be hard to find for a number of reasons.
What Do You Know About Physician Compare?
Physician Compare is a website that allows consumers to search for and obtain information about physicians and other health care professionals who provide Medicare services.
News in Brief
ACA Exec. Vice President Out, Acting EVP In; F4CP Executive Director Retires; New ED Named.
Joint Supplements for Athletes (Part 2)
A fairly recent discovery in nutrition supplemental medicine has proven to be a breakthrough in maintaining athletic joint health. Research suggests a combination of undenatured type-II collagen and tetrahydro-iso-alpha acids helps revitalize joint function and performance in athletes.
Treating GERD and Incontinence: Focus on Trigger Points
Gastroesophageal reflux disease (GERD) is defined as the regurgitation of stomach acid in the esophagus. Previously, it was thought that GERD was caused by a hiatal hernia, but recent trials suggest the cause is an inability of the hiatal sphincter to contract normally.
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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