a community of practitioners

Building your client base

Ok guys what are the techniques that we all use to generate new client leads? I have been practicing now for over 16 years and before I brought in practitioners to work for me I rarely advertised. Most of my business came via word of mouth or professional referrals. By creating good relationships with other practitioners in my area I was able to create a highly effective referral network. What are you successful methods?

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Permalink Reply by Barbara Helynn Heard on April 22, 2011 at 9:04am

Aloha,

Here are the two promotional activities I've done that have worked best for me. (of course, besides word of mouth)

For the first 12 or so years I practiced (I'm at 15 years now) 4-8 times each year I put fliers promoting a special offer for first time clients on the doorsteps of houses within a mile of my practice. I put out about 300 at a time.

I also donate massage gift certificates for fund raising auctions. The people who buy them are a preselected group of folks who are both like massage and are willing to pay for it.

In the last few years I've also gotten lots of referrals from an MD who receives massage from me.

Aloha,

Barbara Helynn Heard

Seattle, WA

www.lomilomi-massage.org

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Permalink Reply by Jeff Shearer on April 22, 2011 at 8:04pm

Hey Barbara

Wise words from a veteran practitioner. The key element I see here is a consistent approach. The beauty of this method is that even if someone doesn't respond to one campaign they might respond to the next, or the one after that. Part of the reason they are more likely to respond in follow up campaigns is it shows that you have been around since the last campaign so you must be serious about what you are doing. We also know from marketing research that on average it takes someone 6 points of exposure to marketing material before they are likely to act.

Practitioner referrals are also gold as you have already found out. You have discovered the key to getting clients to come through your door and obviously you are a good practitioner as they are undoubtedly coming back.

Thanks for your input. Hoepfully more practitioners will read this and act accordingly.

Regards

Jeff

Barbara Helynn Heard said:

Aloha,

Here are the two promotional activities I've done that have worked best for me. (of course, besides word of mouth)

For the first 12 or so years I practiced (I'm at 15 years now) 4-8 times each year I put fliers promoting a special offer for first time clients on the doorsteps of houses within a mile of my practice. I put out about 300 at a time.

I also donate massage gift certificates for fund raising auctions. The people who buy them are a preselected group of folks who are both like massage and are willing to pay for it.

In the last few years I've also gotten lots of referrals from an MD who receives massage from me.

Aloha,

Barbara Helynn Heard

Seattle, WA

www.lomilomi-massage.org

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Permalink Reply by Frank J on April 25, 2011 at 8:37pm

The best thing I have done is get out in the community at diferent events either with my table or chair. And from that I get a lot of referrals from those who come see me from the events

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Permalink Reply by Jeff Shearer on April 25, 2011 at 8:47pm

Hi Frank

Great approach. The beauty of this is repeated exposure. A must for any client building approach that creates sustainable results. The other aspect is in many cases this approach can be free or vastly cheaper than advertising.

Marketing yourself and building a client base doesn't necessarily have to equate to large amounts of spending. As you have shown you can be creative with it. The worst that happens if something like this doesn't work is that you used up some time. However it's never wasted as you learn from every experience.

Thanks for your response.

Jeff

Frank J said:

The best thing I have done is get out in the community at diferent events either with my table or chair. And from that I get a lot of referrals from those who come see me from the events

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Permalink Reply by Julie Onofrio on April 25, 2011 at 9:15pm

You just do the same- build relationships like you were but now you have to teach the other MT how to do that!

I am also big on websites and get all of my clients from mine. (I hate marketing! ha!)

Advertising usually doesn't work that well. It is expensive. Look for things like doing an open house or a talk on stress or networking with local businesses about how massage can reduce the stress of the employees and cut costs. Figure out who you ideal clients are first. You will then have an idea where to start. If you want to do injury work - contact orthopedic doctors. If you want to work with elders - contact nursing homes etc.

I have a ton of ideas on my website at www.massagepracticebuilder.com

Julie

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Permalink Reply by Jeff Shearer on April 25, 2011 at 9:59pm

Hi Julie

You are exactly right. Relationships are key. Relationships with clients (obviously professional), relationships with other practitioners and local businesses. I agree that advertising isn't the only way. For the first ten years of my practice I was able to build an effective client base purely by referral. By the end of that time I was booked out for a month.

Advertising however can be effective if done properly. The key that many people miss is repeated exposure. Rather than spending heaps of money on one ad spread it out over many. Marketing suggests it takes the average person 6 points of exposure to a service or product before choosing to act.

I focus most of my effort on relationship building and only some on advertising. The only reason I focus on advertising these days is to provide extra support for the practitioners who work for me.

Thanks for your input.

Regards

Jeff

Julie Onofrio said:

You just do the same- build relationships like you were but now you have to teach the other MT how to do that!

I am also big on websites and get all of my clients from mine. (I hate marketing! ha!)

Advertising usually doesn't work that well. It is expensive. Look for things like doing an open house or a talk on stress or networking with local businesses about how massage can reduce the stress of the employees and cut costs. Figure out who you ideal clients are first. You will then have an idea where to start. If you want to do injury work - contact orthopedic doctors. If you want to work with elders - contact nursing homes etc.

I have a ton of ideas on my website at www.massagepracticebuilder.com

Julie