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.
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.
News in Brief
Investigating the Cellular Impact of Mechanical Force; National Board Seats (Not-So) New Officers at Annual Meeting.
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.
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 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).
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.
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.
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.
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 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.
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 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."
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.
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.
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.
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.
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.
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.
February, 2011, Vol. 11, Issue 02
Successful Therapists Reveal Key Tactics
By Jenn Sommermann, LCMT
A recent poll by Massage Today indicates that most massage therapists are experiencing a reduction in their number of clients.This should come as no surprise, as this represents the tightening of purse strings and belts by most Americans. As of the autumn of 2008, the United States has seen some of the worst economic times since the Great Depression. And although, we are seeing the light at the end of the tunnel, we are not there yet. Many sole practitioners are struggling to make ends meet, spas are closing as fast as they once opened, and hiring new therapists has come to a halt. It seems that there just isn't enough business. But, as the recent poll also revealed, there's hope.
Thirty-six percent of those surveyed in the Massage Today poll responded that their number of clients has stayed consistent, if not improved. I wondered how this could be the case in these troubled times. What are they doing "right" or different from the 64 percent who said they had a shift in their numbers? Is there some way to quantify or describe what to do to make this happen? What can these successful therapists share with the readers in an effort to boost client numbers across the board?
I was determined to find out.
After several months of interviewing, I have compiled thoughts and responses of dozens of successful therapists. Although this is a very informal study, I attempt to represent a cross-section of therapists ranging in age, length of practice, and region in the U.S. What follows is a description of what many massage therapists are doing to keep their businesses strong.
The general consensus of the therapists I surveyed is that existing business has stayed consistent, if not improved, but that finding new business is more difficult. In tough economic times, trying something new, especially something with an undetermined value, is difficult for the average consumer. If you have never had a massage before, now might not be the best time to start. If you are a veteran of massage, you might not wish to try someone new but rather, stick with your "sure thing" therapist. It is a risk to spend $75 and 75 minutes of time on something you are unfamiliar with. The choices people make during an economic downturn are based on familiarity and established value. So while the successful bunch of MTs are keeping their regular clients, new clients are harder to secure.
I believe the answer to this dilemma lies in sampling. Have you ever changed brands of a product because you tried a sample? If I like a sample of something, the risk of purchasing the entire product is greatly reduced. I would not consider spending $10 on a gallon of laundry soap without first smelling and feeling its effects on my linens. The same is true for massage. Giving a 10-minute sample of your service can reduce the risk of booking for an entire hour. Get your hands busy, "give to get" and let new potential clients sample your work.
Quality of Work
A second theme that is pervasive in my interviewing is quality of work. Every single one of the therapists I interviewed said they did "good" work. I know that means different things to different people and is hard to quantify but the quality of your massage must be up to snuff. If you are unsure of your work, ask someone you trust to give you feedback. If clients are not rescheduling, your radar should go off. This is the most basic of concepts. All the business acumen in the world won't matter if you don't provide a quality hands-on service. Terms that were used to describe what this means include: consistency, client-centered, therapeutic, results oriented, present, intuitive, tailored to each client, never the same, big bag of tricks, personal preferences, skill set, and not a routine.
Educating the Client
All the therapists interviewed agree that educating clients is the key to retention. "We are all experts at ignoring our bodies", said one therapist. This provides an opportunity to teach clients about ergonomics, posture, overall well-being and including massage into their wellness program. An educated client will reschedule more frequently, recognizing or having been trained to recognize that massage is a vital component to healthcare.
Rescheduling the Client
Furthermore, all agree that rescheduling clients, preferably before they leave the office, is the key to keeping a full schedule. "How often clients get massaged is not as important as how regularly they get a massage," said one 26-year veteran in the industry. He said that every client has a rescheduling formula that works best for their body. If they stick to that schedule, even if it is once every three months, it is better than if they get three massages in three weeks and then not again for a year. Consistency is the key. It is that same consistency that keeps your schedule full.
If a client chooses not to reschedule at the time of the appointment, many of the therapists interviewed said they have a follow-up program in place. One therapist has a chalkboard in her office and keeps track of when to follow-up with clients. Perhaps Mr. Smith can't reschedule now but asks her to contact him at the end of the season. She records his name and a date to call and stays on top of the schedule so no one goes missing. It is good relations to provide this service. Keeping track of someone's schedule might feel like a burden but if it means booking a client and a full calendar, you should be more than willing to do it. Other therapists record the follow-up date in their calendar or smartphone.
The point is to have a system in place. It is a better use of time and resources to retain the clients you already have versus drumming up new business. "Don't let your existing clients drop off if they like your service. Find a way to make it easy to reschedule with you," said a 7-year veteran in a rural community.
Make the Client Feel Special
In this day and age of speed and instant gratification, time is a commodity. Often what massage offers to clients is the gift of time. On average, an hour is spent with the client and it is their time to dream, heal, release or escape their daily lives. Many therapists commented that they are not clock watchers and while they need to maintain a schedule for their appointments, they don't book so close together that clients feel rushed. "Cultivating relationships and spending time with your clients is the key to making them feel special," according to a therapist in the Midwest.
While this may not be true in every community, especially more urban areas, the idea of making a client feel special transcends geographical borders. Everyone wants to feel special and unrushed and when asked, each therapist described a way they did this with their existing clients. "Discover your own special way," was sage advice from a newly established, already successful, young therapist from the South.
Lastly, I asked all the interviewees about raising their prices. In tough economic times, it is usually prudent to hold steady and not raise prices. However, as everything has gone up around us, so has the operating expense of our practices. Yet, none of the therapists interviewed had a price increase in the last two years. In fact, some had not raised prices in the last five years. "At this time, I want to be respectful of the economy and not put additional financial strain on my clients," said one entrepreneur who runs a group practice. Furthermore, not one therapist is planning a price increase this year, although all agreed they probably should.
Summary of Findings
There is no magic formula in this economy. Certain areas of the country have been more affected than others but overall, our industry has not remained unscathed. Speaking to this successful group of therapists revealed a few things. New business is harder to garner at this particular time in history. You must provide quality work if you want to be successful. Having clients reschedule at a consistent rate, whatever that formula is, keeps a schedule full. Clients want to feel special and unrushed. And lastly, everyone wishes they could raise their rates.
There was much more I gleaned from these interviews but these tidbits were consistent throughout. There is one take-home message that I will leave you with. A 9-year veteran hit the nail on the head when she said, "Cultivate a clientele that doesn't consider massage a luxury. It must be part of healthcare."
I welcome your comments and feedback. Stay focused.
Click here for previous articles by Jenn Sommermann, LCMT.
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