What's Your Client Return Rate and Why?

Replies to This Discussion

Permalink Reply by Karla Linden on May 19, 2010 at 11:20pm

Just on the first reading, my intuitive hit is that asking clients to rebook before they leave your office might be a key to retention.

I don't use an online booking program, and I do use Google Calendar - I sit with the person at the end of their session when they are paying, with my calendar open, with the EXPECTATION that they rebook. And if they don't have their calendar - we set up a time anyway and confirm it - it's much easier for them to get an appointment 2 weeks ahead of time than to try to get one a day or two prior to their preferred time - and easier for them to set a time and then shift it a bit if need be. I've got them all TRAINED to do it this way.

I've considered an on-line booking system, however I don't want people to see what else might be available and switch their appointment - some people have more flexible scheduled and can come in the day time - and I'd prefer them to - and save after work and evening times for clients that can't make it during the day. I tend to "herd" clients to times that work in MY schedule and I know work for them.

I personally do not offer any discounts whatsoever, and I really advise against them. In fact, I'm raising my fees again, and considering making the first session a 90 minute mandatory session, so the fee will be higher - as I generally take more time on the first session.

Permalink Reply by M. Audrey Pino on May 19, 2010 at 11:37pm

This is a GREAT topic and I appreciate the insight and solutions. I'm going to think this through and add reply.
Thanks Andrea and Karla.

Permalink Reply by Cindy Atkins on May 20, 2010 at 1:40am

I'm interested in the answers to your questions too. I haven't been in business very long, but I think I'm doing pretty well building up my business. I only want to do 2 or 3 massages a day, and I am doing that pretty consistently now, so that suits me just fine. About half are repeats and half are new on any given day. A lot of stars aligned when I got ready to open my practice, for which I am grateful, so I can't say that anything about my business is typical, but I did want to throw one theory out for comment. You mentioned offering a discount, so I wanted to say that when I first started I was doing a 2 for 1 deal...pay full price for the first massage, the 2nd is free. After doing that I became convinced that when people get something for nothing, that's what they think it is worth. I really couldn't believe that people would not take advantage of a free massage, but that's exactly what happened. Most people waited until the certificates expired before they came back for a 2nd massage. I would offer to still honor the certificates, but they would insist on paying. Most of those people became regular clients. The people that used the certificates didn't keep coming back. As I said, nothing about my business is what I would consider "typical", but I did want to share my little bit of experience and see if anyone else has any thoughts on it.
Cindy

Permalink Reply by Kirsten Niesar on May 20, 2010 at 5:20am

I believe you need to keep the personal touch. I noticed my appointments filling up faster when I started consistently asking clients to rebook when they were checking out. I now have 5 clients who have booked their appointments through the end of the year because they want their time slot. I always send new clients a welcome card in the mail (not e-mail), the card is a physical reminder of their visit and it encourages them to pass it on to a friend (they both then get a referral).
If the client has more serious issues, I deal with a lot of Cancer or severe injuries, I call them the following day to see how things are going.
I send out a reminder card (with a special offer) when I have not seen someone for 6 months, usually I get a few clients back. And I send out birthday cards with a special offer.
My associates and I make a point of explaining to our clients that massage is an important part of a healthy life and that regular massage is not a luxury but rather a necessity.
Do you yourself get massage on a regular basis? if not you need to start. Find some therapists to trade with. Getting work done on yourself and working on others is a fantastic way to learn, get feed back and keep you massage alive.
If you are working out of your home, I recommend getting an office space, either alone or in a collaborative setting. It is just more professional. Although many of my clients liked coming to my home they felt more comfortable when I established my office.
Thank you for posting this topic. I have not done any hard statistics on my business but you have given me the idea to do it. I do know that I am consistently making more money each month than the same month in the previous year. I am now regularly booking up my appointment nearly two weeks in advance (seeing 15-20 clients a week).
-Kirsten

Permalink Reply by M. Audrey Pino on May 20, 2010 at 7:11am

Kirsten - from what printer do you get your reminder, welcome, birthday cards.? are they separate cards personalized to your business or just a business branded card with a personal note for each occassion?

Kirsten Niesar said:

I believe you need to keep the personal touch. I noticed my appointments filling up faster when I started consistently asking clients to rebook when they were checking out. I now have 5 clients who have booked their appointments through the end of the year because they want their time slot. I always send new clients a welcome card in the mail (not e-mail), the card is a physical reminder of their visit and it encourages them to pass it on to a friend (they both then get a referral).
If the client has more serious issues, I deal with a lot of Cancer or severe injuries, I call them the following day to see how things are going.
I send out a reminder card (with a special offer) when I have not seen someone for 6 months, usually I get a few clients back. And I send out birthday cards with a special offer.
My associates and I make a point of explaining to our clients that massage is an important part of a healthy life and that regular massage is not a luxury but rather a necessity.
Do you yourself get massage on a regular basis? if not you need to start. Find some therapists to trade with. Getting work done on yourself and working on others is a fantastic way to learn, get feed back and keep you massage alive.
If you are working out of your home, I recommend getting an office space, either alone or in a collaborative setting. It is just more professional. Although many of my clients liked coming to my home they felt more comfortable when I established my office.
Thank you for posting this topic. I have not done any hard statistics on my business but you have given me the idea to do it. I do know that I am consistently making more money each month than the same month in the previous year. I am now regularly booking up my appointment nearly two weeks in advance (seeing 15-20 clients a week).
-Kirsten

Permalink Reply by Kirsten Niesar on May 20, 2010 at 7:23am

Hello Audry - I do all my own printing. I used printshop to create my own business cards, logo, postcards, brochures etc. That way I can customize and make changes as needed. My birthday cards and welcome cards are all postcards that have my logo and contact information on them and a message. Everything in hand addressed.
-Kirsten

Permalink Reply by Frank J on May 20, 2010 at 8:50am

Although I have only been in business for myself for about 8 months. I had/have a opening special which was " first 40 clients get a 60 minutes for $40" that offer is good anytime they come. Out of the 30+ I have gotten so far only about 10 are returns. I have found that most of my returns are from those who have particular pain issues and they want their resolved. So i would say in my 8 months of solo work my return rate is rather low because I dont target those who just want to come in and relax but those who need pain resolved and they just refer other people. I dont know if that really answers the question but that is my 2 cents

Permalink Reply by Andrea Turner on May 20, 2010 at 10:16am

Thanks for all the feedback, everyone! Some really excellent comments.

A few extras based on your responses:
Kristin, you brought up some really good points. Prior to starting my career in the massage, I was a corporate project manager for internet consulting firms. I value professionalism, and the type of clients I attract do too. Because of that, my studio is in a professional services building. I educate my clients through a monthly newsletter and in person that massage is a part of wellness care and should be done at least monthly. I have a standing monthly massage appointment myself, as well as regular chiropractic and acupuncture care.

RE: the personal touch... Because of my Internet background, followup emails have been a really convenient answer for me. I'm able to write them at the time of the appointment when the client's issues are fresh in my mind and LetterMeLater.com sends them 24 hours later. (The emails look like they are coming directly from me, and are written with language assuming it's 24 hours later.) There are a lot of techies where I practice, and most of my clients are 25-50 so they are friendly with technology. Do we think that the world has evolved enough that email is now an acceptable way to follow up with people in this age group? And I have to confess, here's probably the real issue... I hate making phone calls with a passion. I assume that everyone leads a busy life and phone calls seems like such an awkward intrusion. Also, I'm a much better writer than personal speaker. I'm willing to try phone calls (or written cards) for a while, but if I'm going to do so, I'd love to know what in the world massage therapists say on follow up phone calls. If you make follow up phone calls, what do you say?

Cindy and Karla, I mentioned the idea of a discount only as something to try after all other resources were exhausted. I know exactly how hard I work for a living, believe in the value of our services, and rarely discount. Also, from my marketing background and my own personal experience as I started my practice, I know that how much a person pays for something is exactly how much they value it. I learned the hard way: a free massage offered is probably one never given.

Karla, I think you've hit the nail on the head with your comment about rebooking. I've got to ask, what are some of the ways that you set up the expectation with clients that they'll rebook after the session? Exactly what do you say to invite a client to rebook?

Also, you hit upon a pet subject of mine. I know that there's a lot of resistance to online booking out there for exactly the reasons you stated... (practitioners don't want clients to see all the time they have available, want to favor certain clients in certain timeframes, ect.) However, I am a firm believer in online booking and can't see myself going back. One of the major benefits that people state time and again as they enter my office for the first time is how easy and convenient booking online is. They don't have to wait for my office hours to call me and possibly play "phone tag" for days on end. It has its drawbacks (I book up about a week in advance, and my clients know this. They book whenever they want, meaning that in-demand times are always full, sometimes with gaps in between.) I'm currently helping a startup company to develop a new online booking system called StyleSeat that I suspect will address most of these issues. (I'm not being paid, just a tester in their beta program and excited about it. The online booking part isn't live yet, but you can check out a profile page http://www.styleseat.com/AndreaMassage) Even if they can't correct all of these issues, I consider the drawbacks a necessary cost of doing business. I just believe it's where the future is.

Frank, about 60% of my clientele are coming to me for a particular pain to be addressed, and that may be a factor. Thanks for pointing that out! I think you'll find that anyone with a resolved pain problem will be an "evangelist" for your business and result in lots of new clients. Best of luck (to us both!) :)

Permalink Reply by Las Vegas Massage In Summerlin on May 20, 2010 at 10:47am

~

Here are a couple of thoughts that have worked for me very well.

- Ensure I use the clients name several times during their visit. Before, during and after a massage session. People's 'name' is their favorite word, as well as the next point being...

- Make sure I make eye contact and give a sincere 'thank you' to my clients for their time and sevices.

- Always gently nudge them towards re-scheduling with me. There are many methods, but here's one example:

"You know, Betsy, now that I have an idea of what's going on with your muscles, I‟ve recently learned this fantastic new massage technique that relieves real stubborn neck and shoulder pain in less than one session. When you schedule your next session, we can try this technique and focus solely on your neck and shoulders, if you wish, and help you work out this problem. It's given some great relief to a few of my clients and I really think your upper back will get some much needed relief from it as well."

First, this lets them know of a new massage technique or package you've put together just for them. (You know what there problem areas are from your intake form and your communication with them.) This gives you segue into bringing up the topic of booking another session with you. It‟s not enough just to say, “You know, another session would probably be good for you.”

Next, notice that I said, “When you schedule your next session…” instead of, “If you schedule another session…”

I then wrap it up by telling them how a few of my regular clients received some much needed relief with this technique and I think that they would enjoy it, too. Nothing heavy. No feeling "pushy".

Also ensure that on your in-take form you get their physical mailing address. I've had huge success with multiple mailers to clients. I always use a three-step mailer (or more), as most won't respond to a one-time mailer. Each following mailer (the 2nd and 3rd) is more urgent than the first and sweetens the deal.

Taper these mailers to each specific client and what they came to see your for in the first place. When you do this it's like you're reading their mind! (Listening to what clients actually say during their session, their EXACT wording, is best to put in your mailer). Also, talk to your clients in their language, not in massage feature-dumping lingo.

Your client doesn't care if you are using Neuromuscular, Deep Tissue or Myofascial techniques. Remember, the average person doesn't have a clue as to what they mean. All they're interested in is what's in it for them and how do they benefit?

They want solutions to whatever it is they came to see you for, not a lecture in some lingo they don't understand. Yes, you'll perform based on your areas of expertise, but don't talk that way.

This may sound basic, and it is, but it's HOW we do this, how we make each client special and unique.

Also ensure that your massage marketing and advertising is loaded with benefits, not features. Why do people come in for a massage? Certainly not for a massage, but for the benefits of what massage does for them.

I'm out of time for now, but how does this sound to you, Andrea?

Kris

Permalink Reply by Erica Olson on May 20, 2010 at 2:17pm

Regarding the personal touch & rebooking . . .

I try to rebook before the client leaves my office, saying that's it good to just get it written down, and if they need to change it they can give me a call or text at any time. I will openly acknowledge to a client that it's easy to put things off, but if it's already on a calendar, most people will keep it. I phrase this in a "this will help you take care of yourself" sort of terminology. (Most of the time, when the client gets off the table, they're sighing in bliss and saying, "Oh, god, I need to do this more often!" which helps a lot!)

If they're resistant to rebooking at that time, I tell them I will call them in a few weeks to see when their schedule opens up and for us to book something then. That way, they're expecting my call and know what I'll be calling them about. Then, I make sure to call them.

As for the personal touch, I wait about two days after seeing my client before giving a follow-up call (I also tell them as they're leaving that I'll be calling in a few days to see how they're feeling). With that sort of time frame, the client is usually still feeling really good physically and still mentally glowing from the session. At that point, I can talk about rebooking if needed. If the client has already scheduled a return appointment, I mention that I'm looking forward to seeing them at that time.

A few days after the phone call (so about a week after the initial appointment), I hand-write a short thank-you note. I thank my client for coming in and giving my work a try, perhaps reference something we worked on in the session, and mention my frequent flier and/or referral plans. I'll chuck a business card or two in there as well, and again mention that I'm looking forward to seeing them next week/month, etc.

If I still haven't heard back from that client in about two months, I send another quick handwritten note--usually along the lines of "Hey, I was just thinking about you the other day and [issue we worked on in session]. I hope things are going well for you and would love to get a chance to work with you again." Then, include another business card or two.

I love the convenience of email, but it's too impersonal and ignore-able. I have no idea if/when my client has read it, even if one says s/he has. Besides, the commonality of email makes a handwritten note really stand out. (I had a nurse I saw at the doc's office remember me two months later when I came back in because I'd sent a thank-you note to her and the doc. This was a woman who worked with me for maybe a total of 15-20 minutes or so.)

Permalink Reply by Donna Martin on May 23, 2010 at 11:12am

Erica Olson said:

Regarding the personal touch & rebooking . . .
I love the convenience of email, but it's too impersonal and ignore-able. I have no idea if/when my client has read it, even if one says s/he has. Besides, the commonality of email makes a handwritten note really stand out. (I had a nurse I saw at the doc's office remember me two months later when I came back in because I'd sent a thank-you note to her and the doc. This was a woman who worked with me for maybe a total of 15-20 minutes or so.)

I too have found that the handwritten notes are unexpected and appreciated. Since I have started taking time to do this, my return rate has increased. Nearly every client has commented on the notes, they really enjoy and appreciate the personal touch.

Do not forget about your regular clients. Besides birthday and holiday cards, once or twice a year send a card that tells them that you appreciate them and their continued business. It is the small personal touches that will make you stand out.

Permalink Reply by Andrea Turner on May 24, 2010 at 12:27pm

Rick,
Thanks so much for the concrete numerical info... it set my mind at ease that I am within a normal range! I'll always be working improve all aspects of my practice, but the extra knowlege allows me to focus my limited time on the things that are most important.

All,
Thanks again to everyone for the helpful practice-building tips; I think there's a lot of value in this discussion, for everyone that reads it. --Andrea

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