E-Newsletter Archive: July 2008 Video announcement

Posted by Melissa Alosso on July 28th, 2008 | Permalink

"Ask Dianna" from Moving Practice in NM

Ask Dianna is a new feature where I answer your practice related questions. I realized that we often help massage therapists (and sometimes clients) with massage, product, and business related problems in the course of our regular phone conversations. I want to extend that personal connection to all of you through this blog. I look forward to discussing issues that matter to you. Click here to send me a quick message with your question (we'll keep your identity anonymous).

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~ 03/25/08 ~


Dear Moving Practice,

I imagine you're now in the summer doldrums that so many massage practices experience in the middle to end of this season so your question is all the more pressing! Your move across the country means that you are bringing your specialized training and experience to a new market. I would make sure that your website, brochure, business cards, and marketing materials tell people they're getting something extraordinary when they see you. If you have specific certifications in modalities such as Pregnancy Massage, Sports Massage or Injury Recovery I would make sure that information is very prominent.

I would network with the Las Cruces Chamber of Commerce and ask them who the long standing MTs are in the area. I'd introduce myself to these MTs and trade or book treatments with as many of them as possible to find out what type of work is really being done. What type of massages are clients seeking? Is it relaxation type work or is it deep tissue work or something else altogether that is bringing locals out to see these MTs. This will also help you gauge pricing structures for specific types of massage work. Find out the exact terminology people are using to describe the work they are doing. Use that terminology to position your practice in the language people are used to. Or you can distinguish your practice as something distinctive from what they've been receiving but do it in their lexicon. When faced with a choice of practitioners they will seek out the familiar.

Since you are new in town you want to meet people and get to know the true culture. One of the best ways is to offer chair massage at community events such as benefits for the local police, firefighters, and rescue squads. I recommend offering affordable chair massages for say a $5 or $10 donation to the organization. You provide the massage free of charge to the charity but in exchange ask permission to hand out your information. When you work on folks at these charity events you will find they are very committed to the community and will help network your business with their quality referrals. At these events business cards are good but giving them something they can use is often even better. Many therapists take a gallon of our lotion and customize it with a favorite essential oil or synergistic essential oil blend. They then pump this customized lotion into 1 ounce empty bottles (like those we sell) and label it with the name of their business and telephone number and website information. You can get simple labels printed up at any office supply store - the waterproof return address labels work really well. People lose business cards but they'll keep that yummy smelling lotion you gave them and be back to you sooner! I know a male therapist who was having a very hard time getting his practice started but did several benefits for the local police department and six months later 45% of his practice can be traced back to referrals from those chair massage donations.

I realize that you are working part time days but I know many therapists who limit their practice to a three or four day work week and are fully booked three weeks in advance. Set your parameters based upon the reality of having to "pay the rent" while you are getting started. Don't apologize for your lack of daytime availability but instead make it sound like your time is in real demand. I was at a colleague's day spa as she spoke on the phone with a customer about booking an appointment that day. She simply told them it was not possible. The schedule in front of her had a few openings later that week but the customer actually booked for the following Tuesday and the every other Tuesday for the next month. Nothing gets folks to re-book like the sense that they might not get in when they need to!

It may take at least one to two years to establish a practice. Try to turn every negative into an opportunity in the process. Take breaks. Make friends. It is a time, rate, and distance issue - you'll get there!

Warmly,
Dianna


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Posted by Melissa Alosso on July 21st, 2008 | Permalink