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Retaining Clients
As I am in the middle of a bit of a slow spell, I'm reviewing some of the BizFit marketing material (which is very useful), but when I come to the advice about the importance of retaining clients, I find myself in a bit of a quandary. Of course, it makes absolute sense to me to retain clients and that it costs a lot more money and time to continuously attract new ones. My problem is that I live in a HIGHLY competitive market (San Francisco) and many/most of my clients treat my practice as they would a day spa. It's an occasional treat and they enjoy trying different therapists and locations.
I now also work at a nonprofit TCM health clinic, where I have repeat and very loyal clients but mostly among those who are subsidized by various grants/programs we have for those with chronic disease but without money for TCM and massage. But, among my private/full-pay clients there, same thing as my home practice: I see them once or twice and then not again or not for months in between. Given that I do have a loyal following when money is not an issue, I am confident that I provide great service and massages that clients find beneficial. By the way, my rates are competitive, if not slightly below average in both locations.
Does anyone else (especially in large cities) encounter this? How do I bring even a fraction of these clients back more frequently? It it, perhaps, a matter of education about the benefit of massage? Other thoughts?
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Replies to This Discussion
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Permalink Reply by Lisa on
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i think it's education first a far most. but you can also try some other approaches. I have a few colleagues that are successful in package deals. they offer discounts if you buy 5 at a time. i have not tried this however. i don't believe my target audience has the funds to purchase 5 upfront. you can also try "come back" specials or "haven't heard from you in awhile" emails. another approach is to make your web site (providing you have one) to be active, always adding new educational pieces to it and then tweet it or post it on your facebook account to get people to come read it. in doing so you not only help your site but you keep it fresh and interesting. if they come to your site to read new info, they are more likely to book an appointment (especially if you also incorporate booking online).
as for my thought process...the more new clients you can convert to a monthly client...is the more clients you will have come in monthly. i.e. if you have over 30 clients that come once a month, statistically your repeat clients will keep you busy. that's just a theory that i'm working on, while i blunder through like yourself in figuring out what works and what doesn't.
:)
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Permalink Reply by Stephen Jeffrey on
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Like Lisa says sell the once a month massage especially when you have just got them pain free.
"There's 8,760 hrs in a year, give me just 12 to keep you as good as you are now".......some will stick with you for years through thick n thin, and others will appear as and when they need to. :)
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Permalink Reply by lee kalpin on
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The market I practice in is very different from yours, but I will attempt a suggestion anyway. If this is a therapeutic massage for someone who has a specific problem, then suggest a Treatment Plan. Explain to the client what you have found (limited range of motion of the neck/ shoulder/ trigger points in QL - whatever) and explain what you can do for them. Propose a plan, such as a one-hour massage once every two weeks x 3 and then you will re-evaluate. The idea is to get across the concept that the client will not get results from a progressive treatment plan if they are "shopping" from one therapist to another.
You could also combine this with some kind of a discount/ frequent flyer plan.
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Thank you Rick. You have explained it very well. To encourage clients to come back you have to set clear and realistic expectations. They need to know what you can do for them, and what kind of a massage schedule will lead them to that goal. If you perform good assessments on the first visit, and record the results of those assessments, you will have something to compare against to show them the progress you have helped them to obtain.
Something that may be of interest to other therapists (especially in the U.S.) - In Ontario we are NOT allowed to discount massage or to advertise discounts or package deals. So we have to rely on our RESULTS to build a practice.
I had a graduate years ago whose first career had been in marketing Using her knowledge, she built her entire practice on a Knowledge Based/ Result Based marketing plan. Within the first year she grossed $90,000.00!!!!
Like Rick, I find that the busier I am, the more I see demand for appointments increase!! If clients phone and find that there are no appointments available for the next 2 weeks, then they book several appointments ahead to be sure they have a spot - and they do not cancel because they know they will lose their spot and I will not have another one available for quite a while
Rick Morgan said:I'm with Lee here,
Most everyone agrees that regular massage is helpful in maintaining a healthy life. What most massage therapists don't do is tell their clients when to come back. I've trained, managed,owned a massage center for years and I am speaking from experience. I will give you an example: Example A - Post massage, therapist "A" says "well John, it was great working with you and I hope to see you back sometime" This almost never results in them booking another massage, at best they will call you or someone else when they get into pain again. You cannot be passive about it, passivity is responded to by more passivity. Action oriented conversations are responded to by actions. Example B "Well John, it was great working with you today. I think we help relieve (insert findings here). I suggest (give them homework-stretching, meditation yoga what ever) between now and your next session. You should feel better and the results you are feeling today will probably last (insert how many weeks here) so you should come back in next month (or whatever time frame you deem appropriate). Does (date) work for you?" If you apply this kind of discussion before they pay you for today's session and you made them aware of any problems you were working on during the session you should be able to rebook 50% of your clients.
Once you have a fairly full schedule for a month out, you then tell all your other clients that most of your schedule is booked out by your repeat clients. This reinforces that 1-you're in demand, 2-that it is normal to have your next massage already booked, especially if you have specific time constraints. My newest therapist has been doing massage for two months and has used this approach well, she has a 53% rebooking rate already. Some of my more experienced therapists and quite honestly- better- that don't use this approach have only a 20% rebooking rate.
lee kalpin said:The market I practice in is very different from yours, but I will attempt a suggestion anyway. If this is a therapeutic massage for someone who has a specific problem, then suggest a Treatment Plan. Explain to the client what you have found (limited range of motion of the neck/ shoulder/ trigger points in QL - whatever) and explain what you can do for them. Propose a plan, such as a one-hour massage once every two weeks x 3 and then you will re-evaluate. The idea is to get across the concept that the client will not get results from a progressive treatment plan if they are "shopping" from one therapist to another.
You could also combine this with some kind of a discount/ frequent flyer plan.
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I think this is great advice Rick...but IF you are the type personality that can do that. For me I can't bring myself to that conversation, because then that puts me in the aggressive sales talk and I'm by nature a passive person.
Rick Morgan said:I'm with Lee here,
Most everyone agrees that regular massage is helpful in maintaining a healthy life. What most massage therapists don't do is tell their clients when to come back. I've trained, managed,owned a massage center for years and I am speaking from experience. I will give you an example: Example A - Post massage, therapist "A" says "well John, it was great working with you and I hope to see you back sometime" This almost never results in them booking another massage, at best they will call you or someone else when they get into pain again. You cannot be passive about it, passivity is responded to by more passivity. Action oriented conversations are responded to by actions. Example B "Well John, it was great working with you today. I think we help relieve (insert findings here). I suggest (give them homework-stretching, meditation yoga what ever) between now and your next session. You should feel better and the results you are feeling today will probably last (insert how many weeks here) so you should come back in next month (or whatever time frame you deem appropriate). Does (date) work for you?" If you apply this kind of discussion before they pay you for today's session and you made them aware of any problems you were working on during the session you should be able to rebook 50% of your clients.
Once you have a fairly full schedule for a month out, you then tell all your other clients that most of your schedule is booked out by your repeat clients. This reinforces that 1-you're in demand, 2-that it is normal to have your next massage already booked, especially if you have specific time constraints. My newest therapist has been doing massage for two months and has used this approach well, she has a 53% rebooking rate already. Some of my more experienced therapists and quite honestly- better- that don't use this approach have only a 20% rebooking rate.
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Hi Lisa
I don't consider this to be aggressive. It merely shows that you have the client's best interests in mind and really want to see that client get "well". If the client says she doesn't have enough money to come for massage every week (two weeks/ month). you will propose something different - also give home care, stretches, etc. You want to show that you really have the client's needs in mind.
Lisa said:I think this is great advice Rick...but IF you are the type personality that can do that. For me I can't bring myself to that conversation, because then that puts me in the aggressive sales talk and I'm by nature a passive person.
Rick Morgan said:I'm with Lee here,
Most everyone agrees that regular massage is helpful in maintaining a healthy life. What most massage therapists don't do is tell their clients when to come back. I've trained, managed,owned a massage center for years and I am speaking from experience. I will give you an example: Example A - Post massage, therapist "A" says "well John, it was great working with you and I hope to see you back sometime" This almost never results in them booking another massage, at best they will call you or someone else when they get into pain again. You cannot be passive about it, passivity is responded to by more passivity. Action oriented conversations are responded to by actions. Example B "Well John, it was great working with you today. I think we help relieve (insert findings here). I suggest (give them homework-stretching, meditation yoga what ever) between now and your next session. You should feel better and the results you are feeling today will probably last (insert how many weeks here) so you should come back in next month (or whatever time frame you deem appropriate). Does (date) work for you?" If you apply this kind of discussion before they pay you for today's session and you made them aware of any problems you were working on during the session you should be able to rebook 50% of your clients.
Once you have a fairly full schedule for a month out, you then tell all your other clients that most of your schedule is booked out by your repeat clients. This reinforces that 1-you're in demand, 2-that it is normal to have your next massage already booked, especially if you have specific time constraints. My newest therapist has been doing massage for two months and has used this approach well, she has a 53% rebooking rate already. Some of my more experienced therapists and quite honestly- better- that don't use this approach have only a 20% rebooking rate.
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i think for me i'm good up to the "Does (date) work for you?". I normally will have the "talk" of the importance of massage in their routine life. Especially for my target market which is mostly athletic. I remind them of the importance to incorporate massage as part of their training to balance out the stresses they are putting their bodies through way BEFORE the event they are training for. Unfortunately most of them so far come to me just days before or days after. So i educate them but I tend to stop at the booking part. Once I get to that I feel like i've gone from MT to sales person. I know it's just ME...but that's my personality.
lee kalpin said:Hi Lisa
I don't consider this to be aggressive. It merely shows that you have the client's best interests in mind and really want to see that client get "well". If the client says she doesn't have enough money to come for massage every week (two weeks/ month). you will propose something different - also give home care, stretches, etc. You want to show that you really have the client's needs in mind.
Lisa said:I think this is great advice Rick...but IF you are the type personality that can do that. For me I can't bring myself to that conversation, because then that puts me in the aggressive sales talk and I'm by nature a passive person.
Rick Morgan said:I'm with Lee here,
Most everyone agrees that regular massage is helpful in maintaining a healthy life. What most massage therapists don't do is tell their clients when to come back. I've trained, managed,owned a massage center for years and I am speaking from experience. I will give you an example: Example A - Post massage, therapist "A" says "well John, it was great working with you and I hope to see you back sometime" This almost never results in them booking another massage, at best they will call you or someone else when they get into pain again. You cannot be passive about it, passivity is responded to by more passivity. Action oriented conversations are responded to by actions. Example B "Well John, it was great working with you today. I think we help relieve (insert findings here). I suggest (give them homework-stretching, meditation yoga what ever) between now and your next session. You should feel better and the results you are feeling today will probably last (insert how many weeks here) so you should come back in next month (or whatever time frame you deem appropriate). Does (date) work for you?" If you apply this kind of discussion before they pay you for today's session and you made them aware of any problems you were working on during the session you should be able to rebook 50% of your clients.
Once you have a fairly full schedule for a month out, you then tell all your other clients that most of your schedule is booked out by your repeat clients. This reinforces that 1-you're in demand, 2-that it is normal to have your next massage already booked, especially if you have specific time constraints. My newest therapist has been doing massage for two months and has used this approach well, she has a 53% rebooking rate already. Some of my more experienced therapists and quite honestly- better- that don't use this approach have only a 20% rebooking rate.
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Permalink Reply by Julie Onofrio on
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Yes I think it is a matter of educating them as to why coming weekly will help them. You have to ask them enough questions so you know what their perspective is. I have found that people actually will come more when you tell them that it is normal to come once a week and tell them that you have lots of clients that do come that often. It gives them permission to do that for themselves.
I always am talking to people during their sessions about how tight muscles work and why they happen and what effects they have on their health and situation - like if they golf alot tell them how it will help their golf game. I have muscle posters to show them things and handouts too to take with them on some particular issue they have - like shoulder exercises/stretches for shoulder tightness.
I also just flat out ask them when they are done when they want to make their next appointment for and tell them what I have open.
http://www.massage-career-guides.com/retaining-massage-clients.html
Julie
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Thanks, everyone, for your thoughtful replies. I really like the ideas around talking to the client about how they feel immediately after the massage and setting out a treatment plan. I do this in the clinic I mentioned, e.g., "I think we'd make some great progress with x if you came in every week for the next few weeks." I haven't done that so much in my private practice, which makes me pause to reflect. I guess I have considered it less a "clinical" environment and more one that clients come to for general relaxation, making myself guilty of exactly the type of client attitude I was talking about. In any event, I do think that's much better than just asking them to rebook in the absence of any plan.
I also appreciate the ideas on specialization and think that I'm evolving in that regard too.
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Hi Samantha
The reason why we cannot discount is because in Ontario we are a regulated Healthcare Profession, under a law called the Regulated Health Professions Act (RHPA). 23 health professions are regulated including doctors, dentists, nurses, physiotherapists, massage therapists,etc. None of these other health professionals would discount their services, and we don't either
It's the difference between considering yourself a member of a healthcare profession or a service industry.
We are trained in what the Americans tend to call "medical massage" and a majority of our clients have some sort of extended health benefits that pays for at least some of their treatment.
So we cannot promote ourselves on "who is cheapest" but rather on "who can give excellent healthcare"
There are business problems with discounts - especially package deals. What if the therapist who sold the package leaves the practice and moves out of the area? Does the client have to chase them down to redeem their massages?
What if a spa or office sells a package and the client only wants one particular therapist - that therapist moves away and the client does not like any of the other therapists in the spa? Does she get her money back?
What if a client buys a package of 5 massages, and after 3 massages the client decides that the massage is not helping them and wants to be reimbursed for the remaining two? Our regulatory body found there were too many problems and complaints with this kind of marketing.
Lee
Samantha J. Bennett said:I agree with Lisa- i'm sort of the same way. You can only educate clients on the effects of frequent massage so much, and then it's their responsibility in my opinion to either want that or not. I don't push them into the sale that much afterwards. Esp.ly with todays economy and people's money having to go further. A friend of mine and I was discussing this last night as well (people over saleing at a point to you), it's the same with like chiropractors, etc. - I guess with this it's another one of those things (for good or bad to us) that makes us all individualized therapists. What our strengths are and are not. I just think though if you're comfortable with your skills, and are a people person by nature- letting your clients feel at ease, learning about their lives, etc. - you really shouldn't have to sale them much.
PS. thats interesting that you can't discount massages/ offer packages- any ideas why that is?
And I also agree with suggesting the home stretches, etc. - although I brought it up in a forum ? when I first came on here and was told basically I shouldn't- because it sounds to much like "prescribing" something for them to do. Go figure!
Lisa said:i think for me i'm good up to the "Does (date) work for you?". I normally will have the "talk" of the importance of massage in their routine life. Especially for my target market which is mostly athletic. I remind them of the importance to incorporate massage as part of their training to balance out the stresses they are putting their bodies through way BEFORE the event they are training for. Unfortunately most of them so far come to me just days before or days after. So i educate them but I tend to stop at the booking part. Once I get to that I feel like i've gone from MT to sales person. I know it's just ME...but that's my personality.
lee kalpin said:Hi Lisa
I don't consider this to be aggressive. It merely shows that you have the client's best interests in mind and really want to see that client get "well". If the client says she doesn't have enough money to come for massage every week (two weeks/ month). you will propose something different - also give home care, stretches, etc. You want to show that you really have the client's needs in mind.
Lisa said:I think this is great advice Rick...but IF you are the type personality that can do that. For me I can't bring myself to that conversation, because then that puts me in the aggressive sales talk and I'm by nature a passive person.
Rick Morgan said:I'm with Lee here,
Most everyone agrees that regular massage is helpful in maintaining a healthy life. What most massage therapists don't do is tell their clients when to come back. I've trained, managed,owned a massage center for years and I am speaking from experience. I will give you an example: Example A - Post massage, therapist "A" says "well John, it was great working with you and I hope to see you back sometime" This almost never results in them booking another massage, at best they will call you or someone else when they get into pain again. You cannot be passive about it, passivity is responded to by more passivity. Action oriented conversations are responded to by actions. Example B "Well John, it was great working with you today. I think we help relieve (insert findings here). I suggest (give them homework-stretching, meditation yoga what ever) between now and your next session. You should feel better and the results you are feeling today will probably last (insert how many weeks here) so you should come back in next month (or whatever time frame you deem appropriate). Does (date) work for you?" If you apply this kind of discussion before they pay you for today's session and you made them aware of any problems you were working on during the session you should be able to rebook 50% of your clients.
Once you have a fairly full schedule for a month out, you then tell all your other clients that most of your schedule is booked out by your repeat clients. This reinforces that 1-you're in demand, 2-that it is normal to have your next massage already booked, especially if you have specific time constraints. My newest therapist has been doing massage for two months and has used this approach well, she has a 53% rebooking rate already. Some of my more experienced therapists and quite honestly- better- that don't use this approach have only a 20% rebooking rate.
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Mark, that is good self-reflection! I want to comment on the concept of "relaxation massage' versus "clinical massage".
Personally, in my own practice I do not make that distinction. I consider EVERY massage a treatment, and every massage a relaxation massage.
First of all, stress causes problems. So a person who requests Relaxation is probably suffering some of the effects of stress, such as headaches, stiff neck and shouders, low back pain, etc. I want to find out how stress manifests in that person's body, and that's what I am treating. It's relaxation, but it is also a specific treatment. If stress is an ongoing concern in this person's life, then a scheduled treatment plan is appropriate, since I am not going to "fix" their stress in one session..
On the other hand, when I treat a client who has an injury or other specific complaint, I always include a relaxation component in my massage Even if the treatment is deep tissue work and trigger points, I finish up with relaxation techniques so the person does not leave feeling sore
It is only since I have been a member of facebook chat groups that I have discovered this mind-set of Relaxation Massages versus Clinical Massages. In 25 years of practice I had never heard this sort of philosophy expressed!
Mark Vogel said:Thanks, everyone, for your thoughtful replies. I really like the ideas around talking to the client about how they feel immediately after the massage and setting out a treatment plan. I do this in the clinic I mentioned, e.g., "I think we'd make some great progress with x if you came in every week for the next few weeks." I haven't done that so much in my private practice, which makes me pause to reflect. I guess I have considered it less a "clinical" environment and more one that clients come to for general relaxation, making myself guilty of exactly the type of client attitude I was talking about. In any event, I do think that's much better than just asking them to rebook in the absence of any plan.
I also appreciate the ideas on specialization and think that I'm evolving in that regard too.
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There seems to be two camps forming here. 1/ to sell (call it what you like ) or 2/ to wait for the client to call and re book.
At the end of their first visit I ask them to call me in 3 days time so they can tell me how effective the treatment has been and then we decide together how we are going to proceed with treatment duration frequency and expected reaction/improvement times.
When a client has just had their first treatment they are often no fit state to make solid plans re dates and financial commitments are they ? mouths a dribble, a head thats floating on air, muscles telling the brain "its so good to be alive" they might even have been asleep for the last fifteen minutes ! all they wanna do is get home and have a sleep for 2 hours.
Please show respect for the wonderfull condition you have created in your new propective repeat client and let them enjoy it.............If you can't, then go sell some holiday time share instead :)
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