We have all heard “Don’t put all of your eggs in one basket” and “You should diversify your investment portfolio for a better ROI (Return on your investments)”. With the economy in such financial crisis right now both of these phrases hold true. I would like to add a new phrase for all Massage Therapists to consider “Diversify your List-of-Services for a better ROC (Return of Clients).
I teach a continuing education workshop on Marketing and Client Retention. During the class I write the word “MASSAGE” on the board and ask the attendees what they see, of course they say the word Massage, which tells me at least they can all read. I then ask them to look closer because the word is more than one-dimensional, it is the product they offer their clients. If they want to be successful they need to diversify the word “MASSAGE” into a menu of services, products and offerings.
Diversifying your services is a great way to increase your client base, frequency of client visits and increase your bottom line. I have one client who feels she can’t afford to pay for a 1-hour massage, however, she will come in twice a month for two 30-minute sessions, which is $16.00 more per month than a 1-hour session. She feels this works better for her monthly budget and it also increases her frequency of visits. If I had not diversified my services to include a 30-minute session, I would not have this wonderful woman as my client.
Pre-paid packages are another great item to add to your menu of services, especially when the economy is distressed. Packages allow you to keep clients coming in on a regular basis while offering them a price break of $5.00 to $10.00 off each session. When times are tough clients will start cutting their budgets. A lot of them realize that right now is the time they really need a massage but wonder if they can still afford it. By diversifying your menu of services to include Pre-pay packages your clients will see this as a way to continue to take care of their well-being while keeping a little money in their account.
Back to that Marketing and Client Retention Workshop. We continue with the exercise and I ask the group to look at the word “MASSAGE” with a different set of eyes and to now tell me what they see. It’s at this time they have an “Aha” moment; they start to see a diversified menu of services which might look something like this:
* 1-Hour Massage
* 30-Minute Massage
* 90-Minute Massage
* 2-Hour Massage
* Various Pre-paid Packages
* List of out-call massage services
* Various modality offerings (With the proper education)
* On-site chair massage (Great marketing tool)
* Corporate Chair Massage (Great way to build table clientele)
* Retail Products
* Gift Certificates
This List-of-Services opens up more business opportunities for massage therapists, while making them more marketable to their clients and prospects which leads to Practice Security. This list also becomes the information therapists should use in their brochures and on their websites, which are marketing items every therapists should have in their marketing toolbox (this will be addressed in one of my future articles).
At this time I task all New Massage Therapists to make creating their List-of-Services a top priority for their practice. I also, challenge all Veteran Therapists to pull out your current List-of-Services and make sure it is up-to-date. Have you recently learned a new modality or added product to your retail offerings which is not listed on your information? Have you created new Client Retention programs (frequent client cards, client referral programs) and not updated your information or notified your clients of the update? If either of these questions resonates with you, I ask that you put on a different set of eyes to ensure that you are diversifying your massage services for a better return on your massage efforts and to secure client retention during these tough economic times and beyond.
Having trouble creating your “List of Services” or would you like to have your current list evaluated? Contact me for a complimentary review of your current documents, or if you are a new therapist a concept session to create your first list.
Contact information- E-mail: email@example.com , Phone: 972.496.5344 ext. 2 or 1.866.552.5556 ext. 2.
Until the next time CAPE DIEM my fellow Massage Therapists!
Lisa M. Randolph
Carpediem Massage Coach