resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Are You Really a Healthy Eater?
I always giggle a little bit (to myself) when someone comes into my office and informs me that they are a healthy eater. What exactly does that mean? Does that mean they eat sugar in moderation? And what's that, exactly?
Finding Balance in the Clinic
This past December, I celebrated 11 years in practice. I seriously don't know where the time went. I feel beyond blessed and grateful to be practicing our profound and beautiful medicine and to be helping guide my patients restore a state of optimal health.
Cell Health (Part 2)
Dr. Barsten, your book is about restoring "cell vitality." Can you briefly define the term? Cell vitality is more than the mere absence of symptoms or pathology, but optimum structural, physiological and energetic health.
Leaving Footprints on Capitol Hill: Tribute to Dr. Kenneth Luedtke (1930-2014)
It was with great sadness that I heard of the passing of Dr. Ken Luedtke.
The Top Seven Website Mistakes Clinics Make
The majority of acupuncture clinics finally have a website for their business. Having a website is crucial for being found online through Google, Facebook and review sites like Yelp.
The CDC came out with a report in March 2013 that suggests 1 in 50 children will be diagnosed somewhere on the autism spectrum – significantly higher than the 1 in 86 figure that came out in 2007. What does this mean moving forward, particularly for children?
Connecting the Dots
In 2002, I published a book on patient examination procedures that included information on the procedural coding of the recommended examinations. The book should have been published in 2000, but I had trouble finding a publisher. Why?
Unlevel Pelvis in the High-School Athlete: Exploring Causes and Effects
The unlevel pelvis is all too common in the high-school athlete and if not detected, will likely cause a lifetime of musculoskeletal issues. Any provider who doesn't look for this common finding is missing critical information.
News in Brief
An Encouraging Sign at Palmer; NBCE Announces Retirement of Longtime Director of Testing.
Let's Speak With One Voice in 2015
For the longest time, the chiropractic profession has attempted to achieve some form of unity. On a political level, this was characterized by an ultimately unsuccessful two-year merger effort between ACA and ICA leadership from 1986-1988.
Put the Social Back Into Social Media
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.
Mind-Body in Motion
A central goal of low back pain treatment involves the correction of dysfunctional movement patterns believed to be responsible for spinal overload.
It's Time to Create a Strong Acupuncture Footprint
Footprints in the sand. Footprints in the snow. Where do these footprints go? Some are big, some are small, but footprints are made by all.
The Conscious Evolution of Healing, Part 2
The idea of transmission is very important in the Chinese medical classics. According to author Claude Larre, the ancient Chinese were highly interested in the connection between things. Nothing was looked at as an isolated entity.
Old TCM Sayings: Treat the Front to Treat the Back
Chinese medicine college was, and always will be, a memorable time. It was a time of massive personal and professional growth.
Neuroscience: Where Western Medicine and Chinese Medicine Can Come Together
The recent advances in neuroscience are truly incredible. With this expansion of scientific knowledge, I would like to see even more research into the neuroscientific basic of acupuncture and Chinese Medicine.
It might have been a miserable start to the day in the heart of downtown San Diego. A heavy rain had soaked the large homeless population congregating near the intersection of Third Avenue and Ash Street as they waited for a free breakfast to be served at the First Lutheran Church on the corner.
Case Histories from Bali: Treating Balinese Chidren with TCB and Shonishin
When I moved to the island of Bali in 2005, I offered my services in Bumi Sehat, which means Healthy Mother Earth, a free birthing center for poor and disadvantaged local women located in Ubud.
Acupuncture and Homeopathy: Bioenergetic Brothers
Acupuncture and homeopathy share an important healing principle: bioenergetics. "Bio" means "life," so bioenergetics is literally "life energy."
Help Your Parents Stay Engaged
As much as parents may wish it were so, children do not come with an instruction manual. There's no "how to" that can be followed and no two children are alike, so what works with one generally won't work with the next.
February, 2011, Vol. 11, Issue 02
Giving Your Client Value in a Stressed Economy
By Cary Bayer
Recently, it has come to my attention from quite a number of LMTs in several different parts of the country, all of whom I've just begun to privately coach to increase their business, that their massage numbers are noticeably down this year.Even some therapists, who have historically been extremely busy (e.g. booking a week or even two in advance), are advertising for the first time in a while, or ever for that matter, to get new clients.
Most have cited the strained economy as the major reason for this unusual decline in new clients along with the overall number of massages done.
Let me speak to this issue from experience I had from a recession in the early '90s. At that time, I owned a marketing and PR firm, which I started in 1984 and ran until 2001 when I chose to change careers and become a fulltime life coach. In that slowed down economy, most of my competitors were hurting or going out of business. My firm, however, was actually thriving. The inner work that I had been doing since 1987 to elevate my prosperity consciousness and create success, no doubt, had shielded me from this downturn for quite some time.
Eventually, however, the all-encompassing economy hit my bottom line too; it just took a lot longer. Within a matter of weeks, I started to hear one client after another voice a similar message: "You're doing a great job for us, Cary, but we have to make some cuts to save some money, and marketing and PR are places we can and need to cut."
I tried to get my clients to see that if their competitors were making similar cuts - as they were - that they (my clients) could benefit from a competitive advantage by raising their profile during that time when others were laying low. But when companies get scared, they often react in a panic mode and don't always think so rationally. (Individuals are usually no different.)
Often, these same enterprises, which in good times are ever-alert to see any opportunity that presents itself (no matter how small), fail to see the massive opportunities in front of them when the economy declines. Blame it on survival thinking, but when adrenaline is coursing through your system and red ink is splashed across your accounting books, it's not always easy to think clearly.
In other words, it's hard for businesses to see the long term if they're afraid they won't survive in the short term. And it's often hard for individuals to see how massage can help alleviate the stress they're feeling when part of that stress is their anxious worries that they might not make their mortgage and be foreclosed on their homes.
Communicating With Your Clients
Massage clients can often think the exact same way. With the sub-prime crisis, record home foreclosures, and high credit card interest rates, many people are looking for ways to cut their expenses. Some are cutting back on massage, while others are cutting out massage all-together. Most therapists simply shrug, accept their fate, and say, "I understand."
If you're an LMT, it's better for you to get your clients to understand the importance of massage. To understand, for example, that when the going gets tough, the tough should be getting massaged. In other words, they need more massage, not less. When people are stressed-out because of their finances, they need all the stress management help they can get.
Therapists first need to understand this themselves. They then need to communicate this to every client who goes into panic-mode thinking, and they need to communicate this clearly and regularly.
Peace and Health
These clients also need to recognize that if their dollars have to be carefully spent in a troubled economy, they should do so for products and services that deliver to them as high a return as possible on every dollar they spend.
If you'd like to perform an eye-opening service for your clients (and yourself as well), ask them to write a list of the top 10 things that they did the previous month that gave them their greatest joy, peace or relaxation. I assure you that getting massaged will be on probably every list.
Moreover, chances are quite strong that it's not just in the top 10, but in the top 5. That means that massage may very well be the best thing they experienced in the previous month. Another way of saying it is that the massages you're providing, may be the best thing in their lives. So, at a difficult economic time, why should they eliminate the number one source of their joy or peace?
During the Great Depression, Hollywood nearly saved this country. As Michelle Pautz, writing in "Issues in Political Economy" just a year after the 9/11 tragedies, stated, "During the Depression, cinemas provided an escape from life and the plague of problems that accompanied it in the tough time. A major function of the cinema was a source of entertainment and a way for people to forget their troubles with stories that almost always had happy endings."
Even at the Depression's depths, 60 to 80 million Americans paid to attend the movies each week; and, in the face of doubt and despair, these films helped sustain national morale. No medium contributed more greatly than the motion picture industry to the maintenance of our collective consciousness during the worldwide Depression. (Interesting to note: In other countries, where access to movies wasn't as readily available, revolution, riot and political turmoil resulted.)
Massage therapy provides more than just an escape from the problems of the day for those who take advantage of it. It also helps promote health and peace in a profound way.
And if there's something that people need more than health and peace during the difficult economy that we're in now, please tell me what it is.
Click here for more information about Cary Bayer.
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