I agree that therapists don't want to seem too pushy or high-pressure. Perhaps they have not had enough training in setting out and suggesting treatment plans. I do treatment plans: I tell the client what I could do for them and how long/ what frequency of treatment I would suggest - I think this is an important part of my therapy.
But I put it as a suggestion - not as a high-pressure sales pitch.
And after several treatments we go back to the original assessment and determine how far we have come toward reaching the treatment goals.

For me, it's more comfortable to educate the client on the importance of regular massages for whatever it is they are coming to me for, and then give a GREAT massage. I feel that, that alone should be enough for the client to come back. I don't like to schedule it at that moment because I myself don't like to "feel pressured" to respond to that. It makes me feel uncomfortable when I'm in that scenario so I don't put my clients in that scenario.

I will say that my repeat client is very high, although they may not be repeats that come in every week. some come in every 2 weeks some every month, some a little longer. but they DO come back. Whether that's considered successful I suppose is subjective. But for my practice, since I also work a full time job, I'm able to afford the ability in taking my time to build up my practice. Although, I think even if I wasn't, my approach would be the same. It's what fits my personality. And I truly believe that being truthful to myself, whether it's in my hands-on or marketing, is what will dictate my success. We all have our strengths and weaknesses. It's finding what works for us individually that is important.

just my .02