Lost A Sale, But Initial Phone Consultations — A Big Part Of Brilliant Customer Service
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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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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).
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.
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.
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.
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.
NCCAOM Video Contest
The NCCAOM is excited to announce the launch of the second annual video contest "Because it Works!" 2015.
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.
The Three Heater Official
This Official, belonging to the element Fire, is responsible for maintaining and regulating the heating system of the body, mind, and spirit. It is named for its function. The trunk is divided into three "burning spaces" or "jiaos."
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.
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.
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.
November, 2010, Vol. 10, Issue 11
You Have a Massage Business, Not a Massage Practice
By Cary Bayer
The extraordinary amount of time that you spent studying massage prepared you expertly in the art of giving another person a professional massage. I refer to this part of your knowledge as your massage practice.I use the word practice because you literally practiced it many times before you mastered it. When you were a small child, you practiced the multiplication tables and, in time, you mastered it. Years later, as a teenager, you practiced the conjugation of verbs in Spanish or French and, in time, you mastered that, too. Still, years later, as an adult in massage school, you practiced massage modalities and, in time, mastered that, as well. In fact, one of your assignments as your education unfolded was to practice on real human bodies the techniques that you were taught in textbooks and in the classroom.
In massage school, you learned different modalities and strokes, anatomy, and so forth. This knowledge, coupled with all your years of experience, comprises your massage practice. A simple way of thinking about it is that everything you do on your table is your massage practice. On the other hand, everything you do that gets people to your table is your massage business.
Another way of saying this is that everything that you do outside of your massage room is your massage business. If you were lucky, maybe you had five to seven hours of training on this in massage school. That would account for 1 percent of your total training. Most therapists were not lucky enough to get even this. This is something that you didn't learn professionally how to do.
It's not surprising, therefore, that few massage therapists actually know how to operate their businesses professionally. Too many massage businesses are essentially all practice and virtually no business. These are also the businesses, I'm sorry to say, that are likely suffering the most financially, especially as the economy temporarily goes south.
Wherever I teach my CE classes, many arms go up when I ask LMTs if they've heard of The Secret. The best-selling book and DVD trumpets the power of the Law of Attraction that states that whatever you focus on expands, or where attention flows, energy goes. So it should come as no surprise, even for those who are versed in the Law of Attraction, that if you devote only a tiny amount of time to your massage business, you'll likely only receive a tiny amount of growth. However, a more generous amount of time dedicated to your massage business should yield some generous results. In other words, the Law of Attraction works, whether you're putting your attention on writing affirmations or doing visualizations for your business, or simply networking to generate new clients.
If you're like many of the massage therapists whose handiwork I've sampled, you're exceedingly generous to your clients in your massage practice. Almost all of you give of your hands, your energy, and your love to help your clients heal. Some of you do this so thoroughly that your hour-long massages often go an hour and a quarter at no extra cost to your client. This is great generosity. However, you're very stingy regarding your massage business. Marketing time rarely spills over from an hour into an hour and a quarter because there's usually no hour of marketing to spill over in the first place.
My wife and I both know a number of massage therapists who have terrific practices. Now if you read this sentence without having read the first paragraph in this article, you would naturally assume that these were thriving LMTs. Sadly, nothing could be further from the truth. These are therapists who had to give up their massage practice because they no longer had a viable massage business. In other words, they didn't have enough clients to pay their monthly bills and sustain themselves. So they took what most people typically call "straight jobs" to pay their monthly nut and, tired from these labors, ran out of the physical and psychic energy that it takes to consistently support clients on their tables. Eventually, they stopped doing massage at all. That was a great loss for everyone who happened to benefit from their healing hands.
The reason that these extremely talented therapists were out of the massage business was because they put almost all of their attention on becoming great therapists, and almost no attention whatsoever on becoming successful therapists. Great as in skilled hands; successful as in money in the bank. It was this that helped inspire me to dedicate myself to helping LMTs becoming wiser about supporting their massage businesses. Sometimes it takes a personal loss to take positive action to create chaange.
Here's my recommendation: decide to spend some generous time on your massage business, and you'll have more clients than ever before on your table to perform your massage practice.
Click here for more information about Cary Bayer.
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