Building a Clientele
Business Side
By Felicia Brown
Originally published in Massage & Bodywork magazine, August/September 2000.
Copyright 2003. Associated Bodywork and Massage Professionals. All rights reserved.
After my first experience teaching business classes in a massage therapy certification program, one of my students told me that he used to hate my class. "Danny" didn't like it because instead of talking about how easy it was to build a practice or how rich all massage therapists became, I taught my students the cold, hard facts about being in this business. In fact, Danny nicknamed my class "The Reality Class." Luckily, for both Danny and I, he came to appreciate my honesty by the end of the program and was actually thankful that he had a chance to learn some of the knowledge I had to share.
So what does the Reality Class have to do with building a clientele? One myth I have found to be prevalent with students and new therapists is that a clientele will somehow miraculously appear at the moment of graduation or the printing of business cards. Sad, but true, many business owners -- not just massage therapists -- have the idea that if they build it, customers will come. Though that idea worked nicely in the movie "Field of Dreams," such is not usually the case when starting a massage therapy practice. So how can you turn your "field of dreams" into a reality? Here are a few ideas I share with my students.
Determine the magic number of clients you need to see daily, weekly or monthly to support yourself adequately. When I was planning to start my practice, my magic number was 10 clients a week. At $50 a session in my home, 10 clients a week would create a gross income of $500 a week with virtually no overhead. Theoretically, that figure would allow me to quit my job and live very comfortably with a lot of time off. This was a great plan until I discovered that I hated working out of my tiny apartment and that my cat was capable of jumping from a three-story balcony when locked on the patio.
I quickly realized I was going to have to start by working somewhere else and for someone else. Enter the reality of paying commission and reworking my magic number. Obviously, your magic number can vary greatly when you consider a number of factors including overhead, fees charged and income needs.
While simply determining the number of clients you need to break even will set your hands in motion, so to speak, that alone will not bring throngs of paying clients to your doorstep. The next thing you need to do is let people know you are open for business, ready to rub, have table will travel. But who do you tell and how do you tell them?
- Start with People You Know (PYK) -- The PYK list. This group is made up of several subgroups, including friends and family, practice clients, and people you do business with. If you are nearing graduation, send an announcement about this or the grand opening of your practice to everyone on this list. You may want to offer a special, limited time discount to any of these folks, especially your practice clients, as a thank-you for helping you graduate. These people know you, may already be familiar with your work or your preparation for this career, and will normally be more supportive of your business at the onset than strangers would be. If you already have a practice, you may instead want to send a reminder or "Haven't seen you in a while" mailing to encourage these folks to try you out.
- Network with People You Meet (PYM) -- The PYM list. Networking is basically about meeting people and exchanging information with one another in the hopes of benefiting each other and each other's businesses. There are many groups in existence designed just for networking, such as LEADS groups, but you can also network at church, social gatherings, even in line at the grocery store. The key is to always carry plenty of business cards and be prepared to talk about what you do. Remember to ask questions about them, too. Everyone likes to be asked about what they do. And be sure to keep these folks, along with your PYK list, on your business mailing list.
- Referrals and Word-of-Mouth Advertising -- Referrals and word-of-mouth advertising are by far the most effective and inexpensive ways to build a clientele. However, before the ball can really get rolling, you will have to do some other things to get your name out there and get clients on your table. To get started, ask your current clients and your PYK list to send you prospects. You can also ask for referrals from your PYM list and other related professionals, such as a chiropractor or counselor. Offer a special discount or incentive for each person they refer and be sure to deliver that incentive promptly with a thank-you.
- Conventional Advertising -- Massage therapy is not the sort of business that benefits from many forms of paid advertising. Most potential clients will look for a therapist by talking to their friends, family members or other service professionals, such as hairdressers or physicians. As such, it is often hard to justify an expensive ad in a magazine, newspaper or other venue. Nonetheless, if you choose to try to attract new clients with this method, do your research and understand exactly what you are buying and how it will potentially benefit your business. Be realistic about the returns and remember that repetition is the key. You may also want to employ some outside design help if your artistic or marketing skills are not up to par.
- Press Releases, Articles and Presentations -- This sort of advertising is usually low cost or free. Newspapers and local television shows are always looking for someone to interview or for an interesting human interest story to share with the world. Use a press release to alert the media (and hopefully the public) about your recent shiatsu certification or your successful massage work with Tripod, a three-legged Greyhound who just won his first marathon. If you feel qualified to write an article or give a presentation, check your area for possible avenues of delivery. Exposure of your business and professional prowess through the media and public appearances will do more for your credibility than you know.
The ways in which you employ your creativity to build your practice are really limitless. You, as an individual, are really the biggest marketing piece for your business, and your personality, ambition and drive will likely set the stage for the size and type of clientele you attract. Building a clientele is not a one-stop shopping experience, but rather a career-long endeavor that takes work and persistence. Be patient and willing to try new avenues. Remember, sometimes it is the journey and not the destination that is important.
Felicia Brown, LMBT, is a licensed massage therapist and business consultant in Greensboro, N.C. Brown offers marketing coaching and advise for massage therapists and spa professionals. She may be reached at Spalutions!, 523 State Street, Greensboro, NC 27405, Felicia@spalutions.com or 336.508.0790. Take her FREE E-Course on Getting Clients to Rebook by visiting: http://MyOptInPage.com/?pid=3751246
Copyright 2003. Associated Bodywork and Massage Professionals. All rights reserved.
After my first experience teaching business classes in a massage therapy certification program, one of my students told me that he used to hate my class. "Danny" didn't like it because instead of talking about how easy it was to build a practice or how rich all massage therapists became, I taught my students the cold, hard facts about being in this business. In fact, Danny nicknamed my class "The Reality Class." Luckily, for both Danny and I, he came to appreciate my honesty by the end of the program and was actually thankful that he had a chance to learn some of the knowledge I had to share.
So what does the Reality Class have to do with building a clientele? One myth I have found to be prevalent with students and new therapists is that a clientele will somehow miraculously appear at the moment of graduation or the printing of business cards. Sad, but true, many business owners -- not just massage therapists -- have the idea that if they build it, customers will come. Though that idea worked nicely in the movie "Field of Dreams," such is not usually the case when starting a massage therapy practice. So how can you turn your "field of dreams" into a reality? Here are a few ideas I share with my students.
Determine the magic number of clients you need to see daily, weekly or monthly to support yourself adequately. When I was planning to start my practice, my magic number was 10 clients a week. At $50 a session in my home, 10 clients a week would create a gross income of $500 a week with virtually no overhead. Theoretically, that figure would allow me to quit my job and live very comfortably with a lot of time off. This was a great plan until I discovered that I hated working out of my tiny apartment and that my cat was capable of jumping from a three-story balcony when locked on the patio.
I quickly realized I was going to have to start by working somewhere else and for someone else. Enter the reality of paying commission and reworking my magic number. Obviously, your magic number can vary greatly when you consider a number of factors including overhead, fees charged and income needs.
While simply determining the number of clients you need to break even will set your hands in motion, so to speak, that alone will not bring throngs of paying clients to your doorstep. The next thing you need to do is let people know you are open for business, ready to rub, have table will travel. But who do you tell and how do you tell them?
- Start with People You Know (PYK) -- The PYK list. This group is made up of several subgroups, including friends and family, practice clients, and people you do business with. If you are nearing graduation, send an announcement about this or the grand opening of your practice to everyone on this list. You may want to offer a special, limited time discount to any of these folks, especially your practice clients, as a thank-you for helping you graduate. These people know you, may already be familiar with your work or your preparation for this career, and will normally be more supportive of your business at the onset than strangers would be. If you already have a practice, you may instead want to send a reminder or "Haven't seen you in a while" mailing to encourage these folks to try you out.
- Network with People You Meet (PYM) -- The PYM list. Networking is basically about meeting people and exchanging information with one another in the hopes of benefiting each other and each other's businesses. There are many groups in existence designed just for networking, such as LEADS groups, but you can also network at church, social gatherings, even in line at the grocery store. The key is to always carry plenty of business cards and be prepared to talk about what you do. Remember to ask questions about them, too. Everyone likes to be asked about what they do. And be sure to keep these folks, along with your PYK list, on your business mailing list.
- Referrals and Word-of-Mouth Advertising -- Referrals and word-of-mouth advertising are by far the most effective and inexpensive ways to build a clientele. However, before the ball can really get rolling, you will have to do some other things to get your name out there and get clients on your table. To get started, ask your current clients and your PYK list to send you prospects. You can also ask for referrals from your PYM list and other related professionals, such as a chiropractor or counselor. Offer a special discount or incentive for each person they refer and be sure to deliver that incentive promptly with a thank-you.
- Conventional Advertising -- Massage therapy is not the sort of business that benefits from many forms of paid advertising. Most potential clients will look for a therapist by talking to their friends, family members or other service professionals, such as hairdressers or physicians. As such, it is often hard to justify an expensive ad in a magazine, newspaper or other venue. Nonetheless, if you choose to try to attract new clients with this method, do your research and understand exactly what you are buying and how it will potentially benefit your business. Be realistic about the returns and remember that repetition is the key. You may also want to employ some outside design help if your artistic or marketing skills are not up to par.
- Press Releases, Articles and Presentations -- This sort of advertising is usually low cost or free. Newspapers and local television shows are always looking for someone to interview or for an interesting human interest story to share with the world. Use a press release to alert the media (and hopefully the public) about your recent shiatsu certification or your successful massage work with Tripod, a three-legged Greyhound who just won his first marathon. If you feel qualified to write an article or give a presentation, check your area for possible avenues of delivery. Exposure of your business and professional prowess through the media and public appearances will do more for your credibility than you know.
The ways in which you employ your creativity to build your practice are really limitless. You, as an individual, are really the biggest marketing piece for your business, and your personality, ambition and drive will likely set the stage for the size and type of clientele you attract. Building a clientele is not a one-stop shopping experience, but rather a career-long endeavor that takes work and persistence. Be patient and willing to try new avenues. Remember, sometimes it is the journey and not the destination that is important.
Felicia Brown, LMBT, is a licensed massage therapist and business consultant in Greensboro, N.C. Brown offers marketing coaching and advise for massage therapists and spa professionals. She may be reached at Spalutions!, 523 State Street, Greensboro, NC 27405, Felicia@spalutions.com or 336.508.0790. Take her FREE E-Course on Getting Clients to Rebook by visiting: http://MyOptInPage.com/?pid=3751246
