Marketing with Every Touch

Happy New Year! One of the things I love most about the New Year is chance to start a new chapter in life. With the turn of the clock past midnight on December 31^st, we all have the opportunity to start fresh in many areas of our lives, to set new expectations and goals for fitness or business and adjust any attitudes that may have held us back the previous year.

If you are one who sets resolutions or goals and then fails to achieve them for one reason or another, I’m sharing a few tips in the next several columns to help you achieve the outcomes you want for 2012.

Here’s your first step towards moving in the right direction…

Be SMART! The acronym SMART stands for SPECIFIC, MEASUREABLE, ACTIONABLE, REALISTIC AND TIME-SENSITIVE. Simply put, this means putting your goal or resolution, such as “Losing weight” or Making more money” into a format that gives it complete clarity. Once you know exactly what it is you are trying to achieve, it will be much easier for you to take actions towards it and get it done!.

Example: Instead of saying “I want to get more massage clients” try “By December 31, 2012, I will increase my number of massage clients from ten a week (the number I had 2011) to twenty.” The latter statement gives you exact clarity in terms of what you are aiming for and when you will achieve it. Once you’ve made your statement, begin to make a list of the various steps and tasks you can take to make your goal a reality.

SAVE THE DATE for a FREE webinar with me on Goal Setting on January 23rd at 1 PM EST. Details and sign-up information will be posted shortly! But if you can’t wait that long, feel free to email me now at Felicia@spalutions.com to reserve your spot!

Celebrate a New You this year!

As the weeks and months of 2011 have flown by, I have often thought of what I would write here if I had more time. Now as the new year is upon us, I have one prevailing thought to share with you to make 2012 a better year than this one or any others before it:

TAKE ACTION TOWARDS YOUR GOALS AND DREAMS TODAY AND EVERY DAY!

Without taking action, it doesn’t matter what your goals are because they likely won’t materialize on their own. It takes time, work, commitment and sometimes a financial investment to make things happen.

In 2011, I followed this idea a lot and was able to accomplish some pretty cool things including:

• Growing my business by 30%
• Speaking at some wonderful massage and spa related events, workshops in conferences in the US and Canada
• Training for and completing my first (and second) triathlon
• Getting over my fear of swimming (a must for the triathlon!)
• Starting a totally virtual group marketing coaching program
• Writing articles for numerous magazines including Massage Magazine
• Contributing to 3 more published books

1. More of the Magic Touch by Meagan Holub
2. Massage Therapist Practice by Don Dillon
3. A Massage Therapist’s Guide to Business by Laura Allen

• And, if I say so myself, cooking some pretty amazing meals around the holidays and in other spare moments:-)

This year I have some even bigger ideas on my agenda including participating in more triathlons and athletic challenges,  launch some new coaching programs and products and perhaps even writing my OWN book! And I’m ready to TAKE ACTION towards the goals I’ve set. Likewise, if you are truly motivated to see your dreams take shape, you will do what it takes to make them become a part of your reality.

Happy New Year – and stay tuned for details from me on how to make your goals and dreams come true in 2012!

Felicia

Greetings and happy fall! It has been quite some time since I’ve written a post – more time than I actually realized. There is no excuse really other than an incredibly busy season of teaching, speaking and doing massage, for which I am VERY thankful.

Actually, you could also say that I haven’t been here writing about marketing because I have been tied up doing marketing and reaping the results of marketing in both of my businesses. After all, I am not just someone who writes about what others should or could be doing. I am actually practicing what I preach and working to grow my companies all the time.

In just a couple of days, I am off to teach a new marketing class, “The Art of Client Retention,” at the Canadian Massage Conference in Burlington, Ontario. As I am putting the final touches on my presentation, I thought I would share an “exclusive” sneak peak of the class with you. Who knows, maybe you’ll decide to join me for the class!?

But first, why a class on client retention? Why is it so important?

Simply put – regular repeat business comes from retained clients. So if someone is coming into see you again and again, they are spending money again and again. In turn, if clients are coming back to you repeatedly, getting the care and treatment they need, they are likely feeling better and seeing improvements in their wellness and stress more frequently.

Honestly, I think this area of practice building/management is often overlooked. And because retaining clients is an immediate way to reduce marketing costs, increase revenue and grow your business for the long term, the skills associated with retaining clients are vital to every therapists success.

Though I can’t share all my secrets with you here, I do want to give you a few keys for successful client retention for your business.

1) Go after the correct clients. Attracting the clients who are best suited to your style of work, pricing, location, etc., are more likely to come back than those who are not a good fit for your practice.

2) Offer the right service/treatment at the right time. Asking good questions and listening to what clients are truly asking for is vital to providing care that is suitable for them in that moment.

3) Go beyond offering a service/selling a session to creating an experience.  People want and expect more than a decent massage or spa treatment. They want a seamless, trouble-free enjoyable experience from the telephone to the table until they are floating out the door again.

4) Invite all clients to return. If you don’t invite them to return or ask them to reschedule with you, they may not intuit it on their own. Ask every client if they would like to rebook, period.

When I return from Canada, I’ll be back to sharing details on this vital marketing topic and many others on a more regular basis. In the meantime, I want to share a recently recorded interview with yours truly about The Art of Client Retention class at the Canadian Massage Conference. Just click here to access the recording. And if you are coming to the CMC, please make sure to seek me out and introduce yourself, eh?! I’d love to say hello!

One thing I love about spring is watching my yard come alive. This beauty is the first daffodil I spotted and definitely made me feel all warm and happy.  It reminded me that even after the coldest of winters and times, there is reason to bloom in the spot where we are and forget about the harsh seasons of the past.

On to today’s topic…What licensing fees are normal?

Hi Felicia -

I am a licensed massage therapist in Savannah, GA. When I went to pay my business license recently I was told that I needed to pay an additional $90.00 regulatory fee. Do you have to pay such a fee?

Savannah Therapist

Dear ST-

Thanks for your email and question. Since I am not in Georgia, different fees and rules apply to me as they do all from state to state and even localities.  However, to give you an idea of what is normal here, here’s a list is what I pay to run my massage business:

$100 NC LMBT professional license
$25 “NC art of healing licence” (for me individually)
$100 city business license – for my office/practice since I have other therapists working with me

These licenses of course do not include any professional memberships or dues like those collected by AMTA, ABMP or NCBTMB. I also pay sales tax on any retail products I sell as well as countless other things that have to do with the operation of my practice.

These fees and others are all a part of “doing business” as a massage therapist in NC and are likely to be similar in other areas of the country. I’d love to hear if others like you are required to pay additional “regulatory fees” related to the licensing of their businesses or themselves.

Hope that helps!

Next column…What is the Most Common Marketing Mistake Massage Therapists Make?

Until then…

Felicia

Like many of the spring flowers, I have been keeping my head underground in these cold days of winter, at least here on this blog. Now that temperatures are warming, I hope too my writing skills will thaw out and I'll be back to giving my regular advice at least every few weeks. Thanks for your patience and understanding during a much needed "hibernation" from writing!

On to this column’s topic: Can Independent Contractors Run Their Own Specials?

Hello there, 

I currently am an employee and an IC for a company (2 separate pay stubs). My question is: Am I able to do my own specials as an IC? My contract with the company does not state anything in regards to prices or personal promotions. It only states the amount that will be deducted as an independent contractor. As a courtesy I would definitely bring it up to the company.And also thank you in advance for any advice you can give me.

ConfusedDear Confused -

Thanks for your email. I have two questions for you also in order to answer yours.

1) Do you have an agreement that says what you are responsible for as an
 IC? Technically, you should be able to do promotions to get clients in
unless there is something specific in your agreement. However, it would
still be best to talk to the owner of the business.

2) How is it that you are an IC and an employee? Is it for two different
 positions or jobs? From the best of my understanding from my own
 accountant, a business cannot classify someone as both. This is probably
 more of a problem for them than you, but it is something to be aware of.

All in all, employee or IC, to grow your business/clientele, you should be
doing what you can to get new clients in and to get current clients to
come back. Talk to the owner of the business about how you can work together to make these promotions a success for you both.

Next column…What licensing fees are normal for massage therapists?

Until then -

Felicia

As you read this I am busy preparing for my trip to the Canadian Massage Conference coming up November 5 – 7 in Burlington, Ontario.  It’s gonna be a great weekend of seeing friends and colleagues, attending classes, and meeting vendors from all over Canada and the US. I can’t wait!

After that my travels will take me to another conference  – ISPA - in Washington DC  November 15 – 18. This conference focuses providing “cutting edge tips on where the industry is headed” offers a variety of seminars for spa managers, owners and directors. It is usually an event to be remembered, and one I’m excited to be attending again.

So in store for today is the issue of retail, a topic I also recently wrote about inthe September issue of Massage Magazine. (Page 46). Check out the article for more ideas on how to succeed with selling retail!

Dear Felicia-

I am considering carrying retail products at my office but am not sure if it is a good idea or not. What do you think?

Dear PSQ -

Potential Sales Queen

Selling retail products can be a wonderful addition to any massage practice. To me selling items that help my clients improve the issue(s) they came to me about or help them to be able to relax at home is perfectly natural. In fact, in my mind it is no different than making a referral to another practitioner that can be of help to them, showing some self-care techniques (stretching, how to stand in alignment, etc.) or even suggesting they rebook with me weekly. And of course, a bonus related to selling products is the possibility of increasing your sales and earnings.

Unfortunately some massage educators, practitioners and even licensing boards insinuate that selling retail is somehow detrimental to the client. The argument I’ve heard is that by suggesting products that can help the client achieve their goals of wellness or relaxation or lengthen the relaxation experience, we are somehow in conflict with the client’s main interest of getting massage. I just don’t agree.

Granted, their are risks with adding retail products in terms of bringing on the wrong products or carrying too much inventory. You’ll want to carefully consider each product line and vendor as to their ordering minimums, mark-up and shelf life amoung other things.

My suggestion is to talk with your clients about the kinds of things they are seeking. Do they like the CDs you play enough to want their own copies for home use? Would they be interested in tools or props that would help them manage pain or increase at-home relaxation? Also, take into consideration the modalities you use and what kinds of items would be a natural fit for them and your scope of practice.

With a little planning and the  right product mix, retailing can be a wonderful way to improve your business. Best of luck!

Next column…How Can I Promote Myself?

Until then -

Felicia

The fall is here and with it the promise of cooler temperatures. Here in central NC the days are still in pretty warm. But the mornings are milder and the days are shorter, so I know autumn is coming soon.

One of my favorite things about this time of year is beginning the day by walking my dogs and taking in the view of the pond across from my house. Something about the stillness of the water and the cool morning air brings me a deep sense of peace and serenity. No matter what is going on in the world, the calm of the water and the sounds of the animals around it keep me feeling grounded and in the moment!

Now for our next topic: Should I Raise My Prices?

Dear Felicia -

I’ve been in individual practice for a few years and keep a very busy schedule. Some days I am completely booked and others I actually turn people away. I am thinking about raising my prices but am afraid I will lose some of clients.  What should I do?

Worried Therapist

Dear Worried -

Congratulations on your success and busy practice. That is a wonderful thing to see, especially in today’s economy!

Without knowing much about your practice, area, clients or type of work, it is hard to be exact on my recommendations. However, I can give you a few things to think about that might help you with your decision.

1) Are your prices above or below your competitor’s prices? This information alone is not enough to make a decision. However, if you are currently priced below others in your area, an increase could definitely make sense.  And if you are one of the higher priced therapists in your area, a price increase could still make sense if you offer a higher value or better result than they do.

2) Are your clients OK with the prices you offer now? If you are getting complaints or comments about being too high as it is, or lots of grumbles about their economic conditions, then a price increase might not make sense right now.  However if your area or client base seems comfortable with your fees, etc., proceeding with an increase might be just fine.

3) What impact will the price increase have on your revenue? Let’s say you currently see 20 clients a week at $60 a session. That’s a gross income of $1200 a week or $60,000 a year (in a 50 week year). If you raised your prices to $70 a session and lost 20% of your current clients for 3 months, your income would temporarily drop to $1120 a week (over 12 weeks that would be $13,440.) But if after 3 months you brought your weekly average back up to 20 clients per week for the remaining 38 weeks of the year, you’d gross $53,200.

Combined with the earnings of the first 12 weeks, that would actually increase your earnings to $66,640. Obviously client drop-off rates will vary from one practice to another, but the numbers above should show you how a price increase can affect your business short term and long term. Hope that helps!

Recently I was walking in my yard where I saw a beautiful Monarch butterfly. As I followed its path of flight I was surprised to see it land on a non-descript bush I have never liked. Upon closer inspection, I saw that there were close to a dozen butterflies on the bush.

What a gift!

Interestingly enough, the theme of my life recently has been finding abundance that was previously overlooked. This phenomeon was another example of how easy it is to look past something “ordinary” in life for whatever reason, missing the abundance and bounty that is present within the plain. It was a good lesson and one I hope I will remember.

So onto today’s topic, How Do I Ask For Referrals?

Dear Felicia -

I am trying to grow my new massage practice and really want to increase my word-of-mouth advertising so clients will refer new people to me.  However I feel like I sound needy or pushy when I ask them to do this, so I don’t ask very often. What can I do to get referrals without feeling this way?

Frustrated Therapist

Dear Frustrated -

You know so many people talk about the need for word-of-mouth advertising but don’t know how to get it. The reality is you do have to start with your own word-of-mouth…by talking to your clients about. This is a common business practice and one that should be familiar to most massage clients.

To get referrals for your practice, you need to ask for them, period. Start by telling your clients that you are trying to build your  business and would really appreciate them sending you clients like them, their friends and family, neighbors, co-workers etc. Then of course, follow up on each referral by thank the person who gave it promptly. Then keep on asking.

It is usually helpful to have a specific referral plan or program in place – something that will give an incentive for people to promote you. It need not be much of a reward – perhaps a small discount or gift for each referral sent. But it should be simple to explain and affordable enough for you to follow up on with every single referral.

When I was growing my own practice (and later day spa), I gave a $10 off certificate for each new client that was referred to me. Some people sent so many new clients that I let them collect certificates until they have enough for a free session.

Whatever the case, if you do a good job for your clients, they will want to help you succeed. Be confident that there are others out there who want to know about your services. Then let the world know you are ready for them to find you:-)

Next column…How Do I Get Clients?

Until then -

FeliciaPS…Remember to vote for the Massage World Record Project every day in August. Just click here to vote online or text “101631″ to 73774. Let’s help them win a $50K grant!

Every once in a while I get the chance to be a part of a really special event. One of these is the Massage World Recordwhich is set for May 2011 in Las Vegas, Nevada. The project, founded by David Otto and Gayla Coughlin, will provide 1500 simultaneous (and free) massages in one location. It will also benefit the Susan G. Komen Race for the Cure and bring a huge awareness to the massage profession. Not to mention a whole lot of relaxation to those lucky enough to reserve a table and therapist!

To fund deposits for the event location and get the project off the ground, Massage World Record is trying to win a $50K grant from the Pepsi Challenge…and they need your help and votes every day in August!

The easiest way to vote is to TEXT “101631″ TO 73774. You can also visit the Massage World Record profile on the Pepsi Challenge website by clicking here. Please vote and share the information with anyone who is interested in massage or raising money for breast cancer research.

Now for our latest topic…Are Massage Memberships Good?Dear Curious -

Dear Felicia -

I’d be interested to know your thoughts on massage memberships. Thanks!

Curious Therapist

I first heard about massage memberships around five years ago. To be honest, I really didn’t know what to make of the concept at first - that is offering massage and/or spa services at a lower price for people who committed to coming in monthly by becoming “a member” of a spa or massage practice.

But after a bit of observation, education and contemplation about a variety of different membership options, I’ve come to the conclusion that there is room in the marketplace for lots of different business models and promotions. And in a changing economy such as the one we are currently experiencing, I think it is very important for every business to find ways to meet the needs of their clients and keep the cash flow rolling. 

So is a membership option right for your practice? Possibly. I’d begin by looking around your area to see what others are offering. Also, talk to your clients to see if they would be interested in such an option – saving money on each session by committing to weekly or monthly sessions. For some people, this will increase the number of times you see them. For others, it may not make much of a difference.

Whatever the case, the membership option has to be a win-win and benefit both you and the client. If offering such an option is actually going to hurt your revenue or profitability, don’t do it. Let me know if you need some help getting it all figured out!

Next column…How Do I Ask for Referrals?
 
Until then…

Felicia

Whew…it has been a bit of a whirlwind since my last column and trip to the World Massage Festival. I feel like I am coming and going so much these days that I am spinning a hole into the ground!

In the midst of all my own chaos, my oldest dog Mojo (pictured at left after he and Pogo the Weimereiner snuck onto my bed) had to have surgery to have a lump removed from under his left eye. He’s 14+ years old so I was a little nervous about the whole thing. But he is doing great and has been really enjoying all the special attention he’s been getting for the last few days!

So – onto today’s topic…How to Handle No-Shows. This has been a popular topic among my Facebook followers and clients alike so I wanted to share some of my ideas here as well. 
Dear Felicia -

Maria

Dear Maria -

To cut down on the number of no-shows, inform clients of your cancellation policy when they book the appointment with you. Add this to your website, service menu, brochure, appointment cards and post it at your reception desk. Even if you can’t ask clients for a credit card deposit to hold the appointment, educating them that your time is valuable and that you have a specific policy on the issue is an important first step.  

On the day of the service, if a client is not at your spa at the time of the appointment, call them 5-15 minutes after they were due to arrive to see if they are on their way, running late, etc. They may still be able to make it for an abbreviated session if they are  running late or simply forgot. This is not begging them for business, this is providing a courtesy call to make sure they are OK and to let them know you want them to be able to come enjoy the time and service that was planned for them.

If they no-show or give a really late cancellation, you can ask them to pay for the missed appointment or pre-pay for their next appointment in order to schedule it. Be nice and explain that you hold these appointment times just for them – and turn away other clients in order to see them. Let them know that it is important for them to only schedule appointments they plan to keep or can cancel with enough notice. Since they did not do so with the last appointment, you are asking them to guarantee you don’t lose money a second time.