Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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.
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.
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.
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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
July, 2008, Vol. 08, Issue 07
Don't Discount a Discount
By Cary Bayer
In my previous column, I discussed how raising your self-esteem can have a profound effect on your income. It can help you raise your fees, while discounting yourself can lead to discounting your fees. There is one time that lowering fees can be wise.
A variation on a nursery rhyme will shed some light on this matter: This little therapist went to market, wisely pricing their services (and brought home lots of new clients). That little therapist stayed home because they felt uncomfortable "marketing" and hoped clients would come to them. And this little therapist (the first, that is) ran all the way home (to fill out deposit slips, which they promptly took to the bank, laughing all the way). OK, maybe not laughing all the way. Sometimes, when you update a nursery rhyme, you tap into childhood wisdom. Like show and tell, milk and cookies, and naptime.
Unfortunately, marketing and pricing were not taught in kindergarten (or in massage schools, for that matter), but nursery rhymes were, so you can profit from the hidden knowledge they can provide. By the time you were in kindergarten, you knew a few things about money and pricing - enough to know a good deal when you saw one. If mommy wouldn't buy you that toy you wanted in the supermarket for $10 because it cost too much, by the time it got reduced to $5, you might have reminded her of the bargain awaiting her.
Fast-forward 20, 30, 40, 50 or even 60 years. Now you're a professional massage therapist. Let's say you're a good one, which means you're gifted once people are on your table. If that's the case, it's important you spend time getting them to that table, because if you're good, they'll keep coming back for more. They want what you offer, and you're good at giving it to them. So, here's the $64,000 question: How do you get more of them there?
That's the question so many massage therapists ask me. There are, of course, many ways to do that. I'll describe one such way in this article. It's a surefire method for all therapists, but particularly for anyone who:
It's a technique that's been used successfully by many established businesses in many different industries. And it can work just as well in the massage business.
You've no doubt seen restaurants and retail stores in their first few weeks of operation. The "Grand Opening" signs are still up, the bunting is still present. Often, introductory prices are still in effect. All of this works to bring in customers, all of whom are new, since the business has just opened. Businesses do this because they know how valuable a new customer can be.
Massage therapists can profit from similar introductory sale prices. How many of you can resist a 50-percent off or 67-percent off sale at your favorite clothing boutique or department store? The reason the day after Thanksgiving is the busiest shopping day of the year is because that's when stores from Maine to California discount their merchandise to stimulate holiday sales.
Who can resist a $60 massage marked down to $30 or even $20? Anyone who's ever enjoyed the benefits of massage would jump at the chance to get a massage for the price of a pair of movie tickets and popcorn. Sure, such deeply discounted prices might attract bargain hunters lured by a cut-rate massage who come just once because they'll buy anything once when the price is right. But the chances are outstanding that you'll attract many people already in the massage market - people who already are getting massaged regularly, but will try you out because of the sale. If they like you better than they do their current massage therapist, they'll switch to you in a New York minute.
Their next treatment also can be discounted from your normal rate if you inspire them to purchase a discounted, prepaid package of five or 10 treatments (as I've explained in previous columns). You'll also attract new people to massage, all of whom can become regular clients who come once a month, once every two weeks or once a week, and pay as they go.
My clients who have employed this strategy are finding surprising (to them, not me) results. One ad sometimes attracts several new clients, many of whom become regulars. Didn't realize getting a new client could be that easy? It can be.
As I mentioned above, it also can be a sound approach to market any new modality you've just incorporated into your work, such as Thai massage, hot stone, lomi lomi, and so on. If this pricing program delivers just one new client who comes to see you even once a month for three years, which seems to be in the ballpark of what an average client does, that client will be worth nearly $2,200 to your business. And that doesn't include the clients they refer to you. If someone told you that you could get $2,200 in new business by investing just $30 (the discount for an introductory session), wouldn't you jump at the chance to do it?
I thought so. So, what's stopping you?
Click here for more information about Cary Bayer.
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