resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
The Science of Stretching
In 1986, Rob DeCastella set a course record by running the Boston Marathon in 2:07:51, just 39 seconds off the world record.
Hazards in the Environment Making Your Patients Sick
Working both separately and together, Western and Chinese medicine have many successes in the treatment of the myriad diseases that afflict human beings in modern times.
Physical Exam 101: The Hands
I am sure you are familiar with the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Fibromyalgia: Put the Pain in Its Place
While some fibromyalgia patients respond favorably to regular chiropractic care, others experience minimal relief. Unfortunately, many of these patients must rely on pharmacological management to relieve their constant pain.
Best Practices for Website Success
If one asked 10 years ago whether a website was relevant I was the first to suggest no. Yet as the world moves increasingly towards electronic information there is a dire need to have a website for your practice. Your website is actually your electronic calling card.
Immunizations by Colorado DCs: Really?
You probably didn't hear about it, but back on Nov. 21, 2013, the Board of Directors of the Colorado Chiropractic Association (CCA) adopted "immunization authority" for Colorado DCs as its No. 2 legislative goal.
Are You a Bad Chiropractic Patient?
My father was a great DC. In fact, as you might expect, he was the doctor of chiropractic I measured all other doctors against. Sadly, he died at age 61 when I was in my early 30s.
Inside Liver Failure, Cirrhosis and Cancer
The Liver belongs to Wood in Five Element Theory and is in charge of Dispersing and Expanding which means all the processing and detoxifying of harmful substances such as medications and chemicals require the efforts of the Liver.
Healing With Hope
Ella is a Gulf War veteran and a survivor of military sexual trauma. Like hundreds of veterans, Ella was on 11 different medications for depression, anxiety, insomnia, irritable bowel syndrome and chronic pain.
Deciphering The New CMS 1500 Claim Form
Q: I am confused on using the new 1500 form, particularly Block 14 and Block 15. What is required and how do I properly fill these out? And do I actually have to use this new form or may I continue using the old version?
Coding for the Subluxation: ICD-9 vs. ICD-10
When I attended chiropractic school, I was taught that chiropractors approach health care differently than the traditional medical establishment.
Why You Should Include the Single-Leg Stance Test in Every Patient Assessment
The single-leg stance (SLS) test, also known as the single-limb stance test, unipedal stance test or one-legged stance / balance test, is often used in the geriatric population to assess static postural and balance control.
Curbing Label Overwhelm
For the average consumer, reading a food package can be overwhelming: natural, organic, non-GMO, gluten free, free range ... you get the picture.
The Acupuncture Success Express
Time is passing very quickly these days. We are atoms half the way through the year of the horse. You could call it "horse racing season" for this profession. Perhaps it is time for reinvention during this time.
The Kidney Official
The Kidney is known as the Official Who Controls the Waterways. In Western medical terms, a major function of the Kidneys is to filter the blood. Every day, a person's kidneys process about 200 liters of blood to sift out about two liters of waste and excess water.
Vaccines and Chiropractic: Evidence-Based Medicine or Medical Dogma?
Right or wrong, the chiropractic profession has historically been against vaccinations. However, a growing trend within the profession is seeking to reverse this position.
By the Numbers: 3 Common Financial Mistakes With Major Consequences
Warren Buffett is on record for sharing the hidden art of becoming wealthy and making it simple enough for anyone to grasp.
Medical Qigong for the Heart: Part II
Chinese Medicine is rich in commentary regarding the emotions and how they affect our qi.
Looking For Answers In Many Places
I am sure we have all heard the old adage: "When the only tool in your toolbox is a hammer, everything starts to look like a nail."
Remembering Clarence Gonstead and 50 Years of the Gonstead Clinic
Dr. Clarence Selmer Gonstead (1898-1978) took chiropractic practice from back-alley bone setting to an understandable biomechanical science. His life was dedicated to clinical competency.
Knee Pain From the Kinetic Chain
As practitioners of manual medicine, chiropractors often treat patients suffering from knee pain.
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.
Join the conversation
Comments are encouraged, but you must follow our User Agreementcomments powered by Disqus
Keep it civil and stay on topic. No profanity, vulgar, racist or hateful comments or personal attacks. Anyone who chooses to exercise poor judgement will be blocked. By posting your comment, you agree to allow MPA Media the right to republish your name and comment in additional MPA Media publications without any notification or payment.