Transitioning Current Clients to New Modality

[kyliexkryptonite]

I am hoping to attract a slightly new "target-market" clientele as my business direction shifts. As much as I love my evening clients, I am hoping that some of them don't switch to daytime so that my niche market can fill up my 15 appointments a week.

Akb's quote is from the "Evening Hours" thread. I think it's a great discussion of its own, so I decided to start a new thread, where we can share advice for transitioning our practices to include new modalities.

Lymph drainage therapy is my new specialty. When I decided I wanted to dedicate more of my work hours to this modality, I did three things:

1. I made up some attractive brochures that described LDT, and I displayed these on the shelf in the "client corner" of the treatment room. (This is the same shelf where my clients set their watch and jewelry, so everyone saw these brochures.) Most of my clients commented on the new brochure and took a copy home. After reading the brochure, many clients asked more questions about the modality. Usually after those conversations, they'd schedule a session to "try it out." For some, this conversation took place immediately. For others, they waited a month or two to ask about it. Clients also passed these brochures onto friends and family, and I got many referrals accordingly.

2. The second thing I did was include 5 minutes of Lymphatic work in everyone's massage. I included it right before the neck massage and told them I was trying a new technique which boosted the immune system and had a side-benefit of relaxing the muscles, making the massage more effective. Both are true statements, and it gave them a chance to experience the work without investing money or time in a separate appointment. Since it was just 5 minutes, no one worried that they'd be sacrificing their massage time. Then, after the massage, I asked them if they noticed a difference, and if they liked the difference. The majority of my clients liked this addition and asked it be included in their massage from now on. Many became curious enough to ask that more lymphatic work be included in future sessions. Now, 90% of my massage appointments include at least some lymphatic work. Many clients do a combination lymph-massage session, with 30 minutes of LDT followed by an hour massage. And some clients have switched over to LDT completely.

3. The last thing I did was focus all advertising on my new specialty. For the record, I do minimal advertising anyway. Mostly, I just display brochures in the health food stores. I pulled my massage brochures and replaced them with lymphatic brochures. Because my schedule's very busy, I now refer massage calls to other therapists, saving open appointments for people calling for lymphatic work.

The result: my practice is now 40% lymph drainage therapy. It's only been a few months since I took the steps mentioned above, and none of it was high-pressure tactics. I just let my clients know about the new modality and gave them the chance to try it. Similarly, I let my community know this new modality was available. The response was immediate. I think my ideal schedule would be 50% LDT & 50% massage. I'm getting closer to that goal every week.

Does anyone else have experience transitioning current clients to a new modality?

Akb, is it an option for you to transition your evening clients not just to daytime, but also to your new niche modality?

 

[rona]

great tips on transitioning, Blisss.

I began offering Ashiatsu conveniently around Christmas time. I gave a free 30 minute gift card to my regulars so they could try it out at no risk. (I usually do some kind of bodywork gift for end-of-year thank you/christmas anyway). This went over very well.
I also mailed out brochures on the new modality to all clients. I had a little blippet in there to call within the first 2 weeks to receive a 15% discount, and NOBODY called... I was so bummed and thought it was going to be a flop. BUT, about a month after the mailing, I started getting lots of calls. Tons of people were interested, they just didn't call within 2 weeks for whatever reason. At any rate I was relieved!

I also got the local paper to write up a story about me since I am the only therapist in my area offering this unique service. (since Ashiatsu is a very eye-catching technique, that wasn't too hard to do) But I'm sure you could do that with other techniques as well if you are specializing and there is no one else around offering it. Basically, I sent my brochure to a few people at the paper, and then I followed up with emails to see if they were interested. This article helped immensely. I got new clients, and existing clients were coming in telling me how they had bragged to their friends that was THEIR massage therapist in the paper, lol.

so, present day: I have been doing Ashiatsu for 7 months. I would say my practice is about 40% ashiatsu, 40% LaStone (my other specialty) and 20% regular massage. I've also created a "signature" massage of ashiatsu/stones combined that has been a big hit. It's been like a vacation for my hands, I'm loving it!! 8)

MuWaaHaaHaHa, my evil plan of eventually phasing out all regular massage is working! :twisted:

 

[Natalia]

Transitioning Current Clients to New Modality

Akb, is it an option for you to transition your evening clients not just to daytime, but also to your new niche modality?

Great topic Blisss, I'll have to think on it for a bit.

 

[Justin Walker]

Interesting question. My specialty is craniosacral therapy. Transitioning to it in retrospect seems to be more about luck than strategy, but on the chance it might offer some insight to someone.........

I took my first CST course 5 months after getting my license. 2 months after that I was offered a position in a massage therapy practice, taking overflow clients from the therapist that owned it.

I continued taking CST courses and would, as Blisss mentioned, do a few minutes with clients during their sessions. Some liked it, some wondered if I had fallen asleep holding their head

I also was assisting some CST courses and was getting known as a therapist to refer to in my area. Then I did some work as a visiting therapist at the Upledger Institute and started getting some referrals from there.

I was still feeling a bit stuck with doing regular massage although I was starting to get some clients seeking CST (and marketing was definitely not a strong point of mine).

After 2 years I made a decision to move my office across the city and raised my prices from $45 to $60. In retrospect, I have no idea what I was thinking, but it worked. I lost most of my massage clients because they didn't want to drive that far for a relaxation massage they could get from someone else at a lower price. And at the same time people who wanted CST were willing to pay my higher price. I think in a way my higher prices helped set me apart and created curiosity about what I was offering.

I also had completed advanced CST training at this point and was one of only 2 therapists in my city with that background. That was definitely to my advaneforum.xxxe.

Now my practice is about 70% CST, the rest is massage or massage/cranial combo. I've never done much advertising and what I have done hasn't brought great results. Word of mouth has really been my best marketing strategy.

I can't say I would recommend someone following in my footsteps, but I'm very grateful that it worked for me.

 

[Dinokitty12 Rip Mj!<3]

oh I agree with Lisa on the raising of rates - that definately helped me too!

 

[Michael Myers]

I am gonna try to weigh in here.
I was a deep tissue therapist of 11 years when I took my first John Barnes Myofascial Release class. I knew I was home.
I added techniques into my regular treatments each time. I couldnt NOT do it, because I was so thrilled with the results. Where I worked was 'supportive'
but didn't understand. Besides I started getting 'fussy' about which clients I took. AND I wanted to charge more for it. I didn't want them to get a larger cut, since a wider range of modalities made their business more attractive, and they had no investment into my education.
We managed to work out an agreement, but the receptionists were not ever offering it. The work passed over me to other therapists..sigh... not what I had in mind.
Many things changed, first I took a job where I was only expected to do the new modality.. ahh much better...then more things changed ...including my job. That was the ticket. Turns out that was the best thing that happened. I work in a private practice now, using 80% myofascial release. Many of the 'original' clients see other therapists, my new practice has noone who gets only massage, and I only do massage occasionally. some people get part myofascial release and part massage. I love it. I still work at one place that only expects massage, and my private practice.

I think it took longer to transition for me, because I had so many personal shifts that were taking place at the same time. If your heart is in the new modality, dream it, visualize the practice you want. The clientele you want. Eat sleep breathe it. It will be given to you.

Best wishes to you!

 

[sipadan]

Thank you Stonegirl, LisaG & AGWLMT! I think each therapist's path is so fascinating, and the advice you've shared...priceless.

 

[Audioslave FTW =]]

Hello peeples!

I transitioned my practice from 100 % massage to 90% energywork, with only my die hard long time massage clients making up the 10%.

How I did it was a few things. I actually was an energyworker before I was a MT, so when I was massaging people who were either open to it or quite frankly really could use energywork more than massage, I offered to give them some energywork before or after the massage, for free. This was during the time I was an IC at a spa.

Then, I started actively offering a special of the combination in one session, which people began to purchase, especially those who always wanted to try it or wanted to know more. It creates a "win-win" situation for them, because I find many will be reluctant to try something new if it means giving up something they know works for them.

Over time, I began to get people who just wanted the energywork, and word of mouth was getting around. Around this time I felt like the Universe was saying "okay...time to shift into this gear, if you truly want this, it's time to totally commit to it". So I did. I resigned from my job at the spa, stopped advertising the massage and focused on the energywork in all ways.

I was able to transition not only without losing my income, but actually increasing it. My intent and desire, and seeing and listening to the signs was everything I think.

Hope that helps.

 

[venu]

Great pointers! I have been hoping to shift my work too but it has been slow! I will take some of these suggestions for sure!

 

[BING]

I first did reflexology, then chair massage, then JB Myofascial Release. I love the MFR, and I work it into both massage and reflexology sessions, providing better results.

What I tend to promote the most is the MFR. Most people love the results, although a few still prefer much deeper work when receiving chair massage and some have no idea they're getting elements of MFR when they get Reflexology!

I have one client that was part of a pre bodywork business. She loves to try any new modality or technique that I learn, but MFR has had the profoundest results. Her chiropractor says she can always tell if I have worked on her when she does adjustments as they go so much better.

Clients that come for the MFR get so excited at the results that word of mouth does well. I also promote my business through the local Chamber of Commerce and other networking events.

Good luck with your plans!

 

[Wayne(Brandon)2]

Such a wealth of support and information, this board!

I practice and teach a method called Ortho-Bionomy (O-B), and have been involved with it for a lot of years. It is distinctly different from massage, especially deep tissue work. The question that comes up in nearly every class is how to transition existing clients to this modality. What I think is inevitable is we change, and so our practice changes; not just the methods we use, but our clientele shifts, too, as we make choices for our well-being which may include shifting to a modality that is more comfortable and fulfilling for us as practitioners.

Some people will stay because they love you, whatever work you do; some will leave because they want what they want and the method (be it deep tissue or whatever style) is what works best for them. And the joyous news is MORE PEOPLE WILL COME when you make choices based on what works for you. I figure I'm not everybody's therapist. I would so much rather be happy and inspired about my chosen bodywork application than to feel the sink in my energy when I do work that I don't fully love. That's not really good for anybody.

So how to do this gracefully?? I think Blisss touched on the theme of education. At this point people contact me mostly because they are looking specifically for an Ortho-Bionomy practitioner. On occasion someone gets my number for massage, and I let them know that I specialize in this particular system, and in my experience with it I have seen more rapid and long lasting results than when I practiced massage exclusively. Then I tell them how I would apply the principles of my work to their particular ailment, and what my experience has been in working with their kind of ailment in the past. I think for the most part people want results. I let them know how I can deliver. At the end of the conversation, maybe they really want a relaxation massage or deep tissue or even something else. Or maybe they will give my work a go, either way I have presented them with education and choice, and I feel good about that.

I have made the choice to practice O-B and cranial almost exclusively, and in the big city, having a specialty practice is what works for me. I'm one of only three registered practitioners here. Other times in my career, I blended the work. Many people understood the benefit in their bodies, and insisted on the specialty modality, which gave me courage to eventually shift. I guess everyone is different. For myself, the choice is in part that my body, due to injury, cannot do much massage and remain in the realm of comfortable. But I can do a great deal more of O-B without taxing my system.

It's easy to forget or discount our own sense of comfort in our work, and not just on a physical level. The real gift in being true to ourselves is that we model that for our clients as well.

 

[Angel Unaware]

I'm enjoying reading this thread so much. Thanks to everyone for sharing your experiences, and your wisdom!
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