Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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.
NCCAOM Video Contest
The NCCAOM is excited to announce the launch of the second annual video contest "Because it Works!" 2015.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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).
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
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.
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.
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 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.
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.
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 previous articles by Jenn Sommermann, LCMT.
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