How would you help an MT learn to build a clientele?

[ren e]

As employers, we have learned a lot about how to find/attract MT applicants, interview them, and get them trained. Every MT we have is well-trained and skilled at giving a good massage. However, we have noticed that some MTs have a much easier time building a base of repeat clientele than their colleagues. As employers, the holy grail is figuring out how to teach ALL of our MTs to quickly convert casual clients into repeat business.

Interesting note: From what we've seen, the ability to generate repeat business is not dependent upon advanced training or the attainment of CE hours.

So... how do you build a client base? Other than education/training, what makes the difference between being booked with many requests/repeat clients vs few/no repeat clients? What specific behaviors would you focus on when advising another MT?

Are there specific behaviors that you feel help you retain clients and/or gain new clients?

 

[Minda Now]

How would you help an MT learn to build a clientele?

Here is my advice for repeat business:

* Build a "brand" :
By that I don't mean the usual stuff, but by being very social and giving free advice to people, you will be the one they turn to when they need help. If you get that "health guru" status, clients will be attracted automatically.

* Be social :blahblah:
Be it in real life, on Facebook, Blog, Twitter etc. Just a usual conversation, I don't think spammy Facebook/Twitter pages with offers all the time are the way to go. Just be your self and have fun. Make a statement.

* Contact all your clients from time to time t058
Let them know that you care! Just to ask them how they are doing, what they think etc. An offer can slip in every now and then. ;-) It's very powerful when your clients feel that you really care.

* Sell packages and gift cards :mytwocents:
It seems simple but I don't think everybody does it. It gives you guaranteed money now, and helps you keep the client for a while longer.

I am not a massage therapist myself, but I help a lot of MT's. So I should have a clue about this. I hope that these tips will help someone!

 

[noone]

How would you help an MT learn to build a clientele?

As an employer you can benefit your employees business by KNOWING their skills.
Whoever is booking appointments should be familiar with what type of clients do best with which therapists.
When I have been a repeat client at a facility and my preferred therapists are not available I am not going to be happy with someone who cannot meet my needs.

A therapist cannot build a clientele if their "clients" are not impressed with their work.
Help them out by matching them with the right people.
If their skills don't measure up then I don't see anyway that they can retain clients.
If you want to be a great employer talk to them and find their niche/interests and help them receive appropriate training - both in-house and out.
Make sure that they receive regular bodywork so that they can feel and try new techniques.

If they already have great skills then help them in their rebooking skills - give them a couple of lines that they can use on clients to start.
something non-pushy like... "You would really benefit from some deep tissue work for your shoulder. I would love to see you again in a week or two if you have the time."
Sit with them and work out a couple of things that THEY would be comfortable saying.

BTW - I don't know really how you can "train" someone to retain clients...(like it's all their fault). When the economy went south I lost several regular clients. They aren't going elsewhere - they aren't getting massage at all. And many others cut back on their frequency.

edit add -
You know, sometimes it isn't the hands that make the difference, it's the heart. Some people just have that extra something, and clients can feel that. My intent with every person is to make them feel safe and cared for. I really liked the book "Full Body Presence" to explain the concept and practice of holding space for a client.

 

[Mary Anne]

How would you help an MT learn to build a clientele?

You know, sometimes it isn't the hands that make the difference, it's the heart. Some people just have that extra something, and clients can feel that. My intent with every person is to make them feel safe and cared for. I really liked the book "Full Body Presence" to explain the concept and practice of holding space for a client.

I really like this. Also, beyond obvious issues of skill and maybe less obvious issues of ability to provide authentic, supportive presence is the idea of deservedness on the part of the practitioner. I think there is often a centeredness, a confidence, that is present or not, and that is not always a conscious understanding, so it's a hard thing to recognize or pin down. I think our field is made up of rather highly sensitive people, by and large, and sometimes (often) that sensitivity can lead to consistent questions of being good enough, likable, etc. And that's going to show up on the appointment book.

So how to get underneath that and help a practitioner? I don't know in your circumstance, Jason. The way I see it at the moment, it's an inside job. It may be outside of the realm you would be comfortable with as an employer, I don't know. But when I was advising students (or clients) and I saw them struggling with certain issues, I would recommend this book: "The Highly Sensitive Person" by Elaine Aron. That book did more for me than any book I've ever read. Ever. And it may just be something for you to read anyway, Jason, even if you don't identify with being particularly sensitive, it may help you get into the head of someone who is, and to be able to communicate with them in a way that is supportive and doesn't overwhelm them.

My 2 cents, and believe me, I'm still working on it. Actually, I think I'm gonna re-read the book myself since these issues are up for me again currently.

 

[John sussex]

How would you help an MT learn to build a clientele?

I'm sure you have hired good therapists, but some are going to be more pro-active in retaining clientele than others. It involves marketing your work and many therapists aren't comfortable in that aspect of their work--but I think it's definitely a skill that can be learned. Are the therapists explaining that massage is most beneficial in regular sessions? Or if money is an issue, how about offering shorter times--for instance, clients with specific issues, I can see for just a half hour for several weeks and as the condition improves schedule them bi-weekly, then maybe an hour every three weeks until the situation is resolved. Explain it in a way so the client doesn't have to feel like they need to be spending a lot of money for an indefinite period of time.

You might want to let your therapists who are having troubles with retention do some exercises to help gain that skill. Maybe do some chair massage event and give those therapists some scripts to explain the benefits of massage to the clients or have a booth somewhere and those therapists market their business. Or give an informational lecture in a community hall and allow those therapists to each give a ten minute script about massage. Something that will help them to become comfortable with speaking about their work, not necessarily those specific practices -- those are just examples. Or any other type of confidence building activity of which there are enumerable, even if not massage related.

Also make sure they are saying, "when would you like to schedule your next appointment.." Make it pro-active, not a passive statement. Another thing you can do is if you have a friend who is skilled in marketing (of any kind), schedule them an appointment with a therapist who isn't retaining and then get feedback from them about what went on in the session, kind of like a secret shopper. That way you can get clues as to what is going on.

Again, the therapist may have the best hands in the world but if they don't have consistent professionalism and little extras-- clean room, engaging behavior, keeping client warm, listening to requests, helping the client to feel comfortable, being able to get a feel for the type of communication that works best for that particular client, explaining massage in a way that the client understands the benefit of regular sessions---that client is unlikely to reschedule.

 

[mac A]

How would you help an MT learn to build a clientele?

I don't know what to tell you as helping an individual MT learn to build a clientele is generally thought to be counter productive to a spa or "chain" massage business as you have JasonE.
Owners generally want clients loyal to the business rather than the MT.

That said, I do feel that as others have pointed out repeat clients come not just because of the atmosphere... but because of their connection with the MT. If they don't feel cared about they're not going to come back. Are clients encouraged to relax with a cup of tea before they leave? Does their MT have to rush off and clean and prep the room for the next client? Clients don't want to feel like a number.

Could the MT perhaps bring up the subject of rebooking while the client is on the table. I know my original MT (over 15 years ago) used to do that. She would say, "Oh this area could really use more work, you might need to come back so we can give it the attention it needs..." Thus that area gets marked down in the soap notes and unless there are new developments it gets worked on first next visit. If the client's needs are being met, they'll return.

A couple weeks ago I had a banner week @ the spa where I work (especially for March which is usually very slow). Almost every single client upgraded to deep tissue from swedish, chose to lengthen their appointment from 1 hr to 1.5 hr, or asked for a service that only I am trained to do.
So I feel CE does have something to do with it. Specialties can give MTs more confidence. And it does depend a lot on matching the clients needs with the proper MT. (Client education is important too IMO.)

And praise, praise, praise your MTs... let them know what they are doing right. All it costs is a few moments of your time but the results of your praise on the MTs life and your bottom line could be priceless. (Let them know they're a valuable member of your Team!)

Yes, the economy is affecting our businesses. But that puts extra stresses on our clients too... and that means they need us more than ever!

 

[Nicholas]

How would you help an MT learn to build a clientele?

You know, sometimes it isn't the hands that make the difference, it's the heart. Some people just have that extra something, and clients can feel that. My intent with every person is to make them feel safe and cared for. I really liked the book "Full Body Presence" to explain the concept and practice of holding space for a client.

Beautifully put :iagree:

When I first read Jason's post last night my first reaction was that it's about the heart and passion the therapist has for the work and the client. I don't know if that can be taught or not. Sometimes a therapist can be simply ok or average with their skill set, yet have this big heart that the clients are drawn too and it makes them keep coming back.

I think if the heart comes first, it then goes well with whatever behavior or rebooking skills that you can teach them.


....I just thought of something else. Have you or your partner gotten a massage from these mt's recently? Maybe there is something like bad breath, foot odor, or there's one little thing they do in the massage that might turn a client off from rebooking with them.

 

[Krin]

How would you help an MT learn to build a clientele?

And praise, praise, praise your MTs... let them know what they are doing right. All it costs is a few moments of your time but the results of your praise on the MTs life and your bottom line could be priceless. (Let them know they're a valuable member of your Team!)
quote]

Yes, Yes, Yes!!! Praise goes such a long way!

 

[Kandie Kay]

How would you help an MT learn to build a clientele?

Great thoughts so far... keep'em coming! And don't limit your thoughts to the context of one type of business... Kelly and I give talks at a massage school and occasionally mentor colleagues that are seeking constructive input on their professional development. So... what other behaviors, etc. do you think MTs could focus on? Please be specific, if you can, such as "Make eye contact frequently when talking to clients/prospective clients."

Everyone that reads this thread will benefit!

 

[Chicoaa20]

How would you help an MT learn to build a clientele?

I have gotten my clients in the habit of booking more than one appt. at a time. It keeps my book full and I have clients on a good massage routine

 

[Sarah E]

How would you help an MT learn to build a clientele?

I have gotten my clients in the habit of booking more than one appt. at a time. It keeps my book full and I have clients on a good massage routine

So....
any tips for Jason? :grin:

 

[twinkletoes]

How would you help an MT learn to build a clientele?

The best thing I have done for retaining clients and educating them (IMO) is that I always do a pre- and post- consulatation/intake. Pre session we talk about their needs and wants, problems areas, history, etc. I explain a little bit about my training, education, and types of techniques I will be using in the session. After the session I ask how areas feel now, check for changes in ROM or posture, etc. I always show them self care techniques they can use at home, products that can help, and we discuss setting up a wellness routine for them. I always offer them a drink, walk them to the front, ask them to rebook, and thank them for coming in. I like to send out thank you cards on their first visit, or emails. I NEVER discount money from my first session with a new client, though I will occasionally throw in "free time" (like a 75 for the price of of a 60), and that way they are always used to paying "full price", and they usually end up booking 90 min after a few sessions because they want more time! LOL, I spoil them. I think the most important things are really LISTENING to your clients, asking questions, giving a great session, and having a post session routine.

Side note, why not shadow your employees that do well and see why they are so effective? You could possibly sit in on a session, or even tape the session (maybe just a sound recorder of course lol and with client permission) so you can hear what they say during a massage? It might give you a little insight on their techniques? You could even consider doing a "secret shopper" style thing and send in some friends and family undercover to scope them out! You could ask them to fill out a form and rate them? Anyways, just a few ideas for you, I hope they help!

BTW I think it is pretty awesome you are investing time into making sure ALL your team members are doing well. t041

 

[Mario S]

How would you help an MT learn to build a clientele?

Yee-doggy this is THE question, isn't it?

I think - aside from heart, presence, passion, knowledge, skill and environment - it helps to know your gifts and limitations which in turn will help retain the clients that are best suited to your talents.

If a therapist is on the shy or introverted side (like myself), it takes work to step out of her/his comfort zone to constantly be expending the energy of sharing, educating, and marketing (even if one LOVES what they are doing). Maybe joining a club or group can help with this...not only to make connections and network, but learn how to better and more easily communicate and gain confidence.

I am a firm believer in regular bodywork and think it helps as a "giver" to be receiving regularly. I receive massage therapy every two weeks. It's easier for me to communicate the benefits, as well as to rebook because of this simple act. I am always "in touch" with touch.

 

[Bandit]

How would you help an MT learn to build a clientele?

Yee-doggy this is THE question, isn't it?

I am a firm believer in regular bodywork and think it helps as a "giver" to be receiving regularly. I receive massage therapy every two weeks. It's easier for me to communicate the benefits, as well as to rebook because of this simple act. I am always "in touch" with touch.

I could not agree with you more on this one.
One of my clients said to me recently, "You're a good massage therapist because you paid attention in school." My answer to that was, "I think I'm a good massage therapist because I get ALOT of massage!"

 

[phillies]

How would you help an MT learn to build a clientele?

Yee-doggy this is THE question, isn't it?

I am a firm believer in regular bodywork and think it helps as a "giver" to be receiving regularly. I receive massage therapy every two weeks. It's easier for me to communicate the benefits, as well as to rebook because of this simple act. I am always "in touch" with touch.

I could not agree with you more on this one.
One of my clients said to me recently, "You're a good massage therapist because you paid attention in school." My answer to that was, "I think I'm a good massage therapist because I get ALOT of massage!"

Ditto for this one. Some of the best lessons I have learn have been from the MT's I have traded with. It is always interesting to hear someones point of view on the same topic

 

[tarsha]

How would you help an MT learn to build a clientele?

Maybe it doesn't really matter for most, but I pay for my sessions rather than trade. As a side benefit, I think this helps me too as I go through the paying and rebooking process. Typically, I book and pay for two sessions in advance. This is because I know what I want, not so much because of the therapist's rebooking finesse, lol.

 

[Trudy J]

How would you help an MT learn to build a clientele?

I also pay for my sessions along with some bartering sprinkled in between for good measure.
I do feel there is something different about a session you pay for, but I enjoy doing both. I like to experience different therapists in different settings. I've had both good and not so good massage treatments, but usually I feel better than I did when I came in & learn a thing or two.
Mostly it reminds me of how really good massage feels & in turn is a great confidence booster!

 

[lil g]

How would you help an MT learn to build a clientele?

The best thing I have done for retaining clients and educating them (IMO) is that I always do a pre- and post- consulatation/intake. Pre session we talk about their needs and wants, problems areas, history, etc. I explain a little bit about my training, education, and types of techniques I will be using in the session. After the session I ask how areas feel now, check for changes in ROM or posture, etc. I always show them self care techniques they can use at home, products that can help, and we discuss setting up a wellness routine for them. I always offer them a drink, walk them to the front, ask them to rebook, and thank them for coming in. I like to send out thank you cards on their first visit, or emails. I NEVER discount money from my first session with a new client, though I will occasionally throw in "free time" (like a 75 for the price of of a 60), and that way they are always used to paying "full price", and they usually end up booking 90 min after a few sessions because they want more time! LOL, I spoil them. I think the most important things are really LISTENING to your clients, asking questions, giving a great session, and having a post session routine.
t041

ALL OF THIS!!

Just to add a few things. Establish a relationship with the client starting from greeting them, a GOOD intake really LISTENING to their needs/wants. Start getting your client thinking about rebooking before and during the session. They did not end up with knots and pain in an hour, they need time with you to work them out. Recommend a SPECIFIC treatment or preventative plan. "I would recommend a one hour session for you every 2-4 weeks, to help your neck and shoulders, and keep you out of pain." or "I would recommend a monthly massage, as working Mom's it's vital that we take care of ourselves, don't you agree?" or "I think you should come back to see me on Thursday, we made a lot of good progress on those tight spots, and I think another hour would really help. Then we can get you on a maintenance plan of every 2-4 weeks." I have also often suggested to clients who were o vacation that they come back in the very next day, you would be surprised how many will take you up on it.

I always recommend exactly what I think would be best for my client massage wise. I do not mind their wallet, it is none of my business. If they say they cannot afford massage I discuss with them 30 minute session, package prices, and let them know that we have GC specials, and that they will be added to our mailing list. Then I just tell them very sincerely that I hope they will come back in when they are able too. This will build your clients who "treat" themselves a few times a year. They will also send their family and friends.
I also suggest to ladies that they print our specials e-mails and leave them on their husbands desks. :
It takes practice and confidence to be good at rebooking, but it is well worth learning.

 

[Herfnerd]

How would you help an MT learn to build a clientele?

I always recommend exactly what I think would be best for my client massage wise. I do not mind their wallet, it is none of my business.

Such a good point. I really need to internalize this!
Still working on it.

 

[prettycoolchick38]

How would you help an MT learn to build a clientele?

The way I see it..., it's an inside job.

Yes, this. While I can appreciate your request for specific, concrete behaviors, I don't think the answer is so much about what the MT does as how they do it. So inner work is key. Psychotherapy, energy work, coaching, hypnotherapy.

Keep doing it until things are working—I'd been practicing for 4 years and before resolving a key issue from childhood that was interfering with my client relationships in a very hidden way. The woman who helped me with that is http://www.callingintheone.com/?page=biokatherine — not to say that she's the answer for someone else, but to give an example of what I'm talking about.