Client Appreciation

Replies to This Discussion

Permalink Reply by Las Vegas Massage In Summerlin on October 24, 2010 at 11:10am

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Kris: "What I said was that I work 4-5 days a week performing 4-5 massages per day."

Mary: EXCELLENT! My question would be to inquire how the heck do you ensure you get 5 a day? I would love to hear how you do this? because these are tough times as every therapist is working their butt off to ensure they meet a specific quota of massages a week and I am genuinely interested on how you keep this going for 52 weeks out of the year.

Kris: The short version is that I build professional relationships with specific target markets of people. This is done with excellent communication skills such as listening, questioning, then listening again, detailed in-take forms, physical assessments of the clients, the massage that addresses their wants and perhaps their needs, then detailed exit interviews and re-scheduling them.

At first when I began, I sought out clients, now, as you do, I work mostly from referrals from current clients and they contact me. I've learned that 'who finds who first', is very important. When it's 'them' finding/choosing 'me,' it's always their choice, and they are more likely to stick around. To build these professional relationships is a pretty big process. It's just too much information for me to type out here.

Not to be vague, I'll mention this: If I do decide to attract clients I'll target a specific demographic or target market. I ask myself, "What do I offer or specialize in and how does this assist a prospective client?" Ok, well, like who is this target market? Golfers, martial artists, hikers, bicyclists, tennis players, to name a few on the active side, CPA's, doctors, lawyers, hair stylists on the business side. (Not to say that the previous is not business, but you know what I mean ;)) Now, the key to lead-generation marketing is to taper my message TO EACH OF THE CATAGORIES ABOVE, not some general message about features or benefits of massage. I make the message personal, so the one reading this says to themself, "Wow, this is me, I want this."

Ah, but once again, what do they really want? NOT the direct benefits of massage. (This is a key point!) What do they truly want?? The golfer or martial artist or hiker or bicyclist or tennis player or whatever, they WANT TO IMPROVE THEIR GAME OR SKILLS, first and foremost. So now, this is how I direct my message in that WHEN you use my massage services, feel the benefits of my massage and what I have to offer (and what I offer is more than just 'massage,' it's more of an education of the client,) you will get what you want, via my services. This is the same for CPA's or doctors or dentists or hair stylists. What do they want? Well first, many have lower back pain from either sitting all day, or leaning over clients and customers such as doctors, dentists and hair stylists. Again, what do they want? First and foremost, to relieve their lower back pain, or upper back/neck pain, etc., etc. So again, I point out their own issue right to them, agitate (in their own minds) what these aches and pains can do to them, then solve their 'want' with what I provide.

I'll even state this: I'm NOT looking for people who want a massage. Sound cryptic? A false statement? Not really. This vague message or catagory is just too unreliable for me. These people are flakey and are usually the one's that either cancel on us or seldom re-book with us. I'm looking for that specific target market, someone I can work with many, many times. Thus, when they see what I do for them, the entire package so to speak, they are much more receptive when I ask them for referrals or testimonials. This, to me, is a professional relationship.

Another important point you may have picked up on above is this: Many times I target the middle to upper class income generators. I fish where the fish are. Doctors, Dentists, Lawyers, CPA's, etc., etc. I'm a business person, not just a massage therapist. Another important point that most don't seem to understand. Sure, I'll donate massage and do this or that, but I'm a businessman first and foremost.

I hope this answers just a few of your questions. I know I've not gotten into any details of exactly what I do, but I just don't have the time right now. Perhaps I'll get to this....

Mary: And Im not tooting my own horn , but a lot of my business is referral based I give an excellent quality massage as I have been told, but I literally have to work at getting the people I have. I do rebook my clients immediately after a session either for weekly or for monthly appts but the others its a struggle and yet Im in Palm Beach so its not like Im in a poor part of the state. Just asking if you can share with me what you do to make this work for you. See? that is what I am looking for here in this forum . So , if we can share these things I would be interested in finding that out from you if your willing to share your techniques for how you get 5 a day. Thanks Kris, I appreciate it :)

Kris: If I can find the time to post more here I'll share some idea's of what I do. Right now I'm working on a huge project that's taking most all my spare time. I've also been asked to partake in another huge project, so I'll see what I can post here on the board.

Kris

Permalink Reply by Las Vegas Massage In Summerlin on October 24, 2010 at 11:13am

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Mary, as you may notice, I've deleted many of the last replies, both of our replies. They were not productive to the conversation at hand.

Kris

Permalink Reply by Mary Scott on October 24, 2010 at 11:22am

Thanks Kris ,
That was very interesting and point well taken on targeting certain markets instead of general. I will have to make a point in doin that being that I am in the area of professional golfers :)
When and if you do find more time on here as its appreciated I would love to find out other than generating mailers but how you go after these specific groups? Do you go to a golf club or fitness place. etc? As for the general advertising I can figure out the rest just how do you target these groups? Thanks for the feed back !!!


Kris Kelley said:

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Kris: "What I said was that I work 4-5 days a week performing 4-5 massages per day."

Mary: EXCELLENT! My question would be to inquire how the heck do you ensure you get 5 a day? I would love to hear how you do this? because these are tough times as every therapist is working their butt off to ensure they meet a specific quota of massages a week and I am genuinely interested on how you keep this going for 52 weeks out of the year.

Kris: The short version is that I build professional relationships with specific target markets of people. This is done with excellent communication skills such as listening, questioning, then listening again, detailed in-take forms, physical assessments of the clients, the massage that addresses their wants and perhaps their needs, then detailed exit interviews and re-scheduling them.

At first when I began, I sought out clients, now, as you do, I work mostly from referrals from current clients and they contact me. I've learned that 'who finds who first', is very important. When it's 'them' finding/choosing 'me,' it's always their choice, and they are more likely to stick around. To build these professional relationships is a pretty big process. It's just too much information for me to type out here.

Not to be vague, I'll mention this: If I do decide to attract clients I'll target a specific demographic or target market. I ask myself, "What do I offer or specialize in and how does this assist a prospective client?" Ok, well, like who is this target market? Golfers, martial artists, hikers, bicyclists, tennis players, to name a few on the active side, CPA's, doctors, lawyers, hair stylists on the business side. (Not to say that the previous is not business, but you know what I mean ;)) Now, the key to lead-generation marketing is to taper my message TO EACH OF THE CATAGORIES ABOVE, not some general message about features or benefits of massage. I make the message personal, so the one reading this says to themself, "Wow, this is me, I want this."

Ah, but once again, what do they really want? NOT the direct benefits of massage. (This is a key point!) What do they truly want?? The golfer or martial artist or hiker or bicyclist or tennis player or whatever, they WANT TO IMPROVE THEIR GAME OR SKILLS, first and foremost. So now, this is how I direct my message in that WHEN you use my massage services, feel the benefits of my massage and what I have to offer (and what I offer is more than just 'massage,' it's more of an education of the client,) you will get what you want, via my services. This is the same for CPA's or doctors or dentists or hair stylists. What do they want? Well first, many have lower back pain from either sitting all day, or leaning over clients and customers such as doctors, dentists and hair stylists. Again, what do they want? First and foremost, to relieve their lower back pain, or upper back/neck pain, etc., etc. So again, I point out their own issue right to them, agitate (in their own minds) what these aches and pains can do to them, then solve their 'want' with what I provide.

I'll even state this: I'm NOT looking for people who want a massage. Sound cryptic? A false statement? Not really. This vague message or catagory is just too unreliable for me. These people are flakey and are usually the one's that either cancel on us or seldom re-book with us. I'm looking for that specific target market, someone I can work with many, many times. Thus, when they see what I do for them, the entire package so to speak, they are much more receptive when I ask them for referrals or testimonials. This, to me, is a professional relationship.

Another important point you may have picked up on above is this: Many times I target the middle to upper class income generators. I fish where the fish are. Doctors, Dentists, Lawyers, CPA's, etc., etc. I'm a business person, not just a massage therapist. Another important point that most don't seem to understand. Sure, I'll donate massage and do this or that, but I'm a businessman first and foremost.

I hope this answers just a few of your questions. I know I've not gotten into any details of exactly what I do, but I just don't have the time right now. Perhaps I'll get to this....

Mary: And Im not tooting my own horn , but a lot of my business is referral based I give an excellent quality massage as I have been told, but I literally have to work at getting the people I have. I do rebook my clients immediately after a session either for weekly or for monthly appts but the others its a struggle and yet Im in Palm Beach so its not like Im in a poor part of the state. Just asking if you can share with me what you do to make this work for you. See? that is what I am looking for here in this forum . So , if we can share these things I would be interested in finding that out from you if your willing to share your techniques for how you get 5 a day. Thanks Kris, I appreciate it :)

Kris: If I can find the time to post more here I'll share some idea's of what I do. Right now I'm working on a huge project that's taking most all my spare time. I've also been asked to partake in another huge project, so I'll see what I can post here on the board.

Kris

Permalink Reply by Las Vegas Massage In Summerlin on October 26, 2010 at 7:22pm

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Hi Mary!

Thanks Kris,

That was very interesting and point well taken on targeting certain markets instead of general. I will have to make a point in doin that being that I am in the area of professional golfers :)

When and if you do find more time on here as its appreciated I would love to find out other than generating mailers but how you go after these specific groups? Do you go to a golf club or fitness place. etc? As for the general advertising I can figure out the rest just how do you target these groups? Thanks for the feed back !!!

Golfers make for a great clients. They are performing an athletic movement so massage can assist them, they have the income to golf so that may mean they have income to receive a massage and they are passionate about their game. (Most of them.) This works to our advantage. Here's why...

Remember via the previous post, we're not working with them to 'sell' them massage. What are we here to do? We're here to assist them. ...and what do they want assistance with? Lowering their handicap, improving their golf game, or quicker recovery from an injury (or soothing tight muscles) that will improve their game.

Can you see how this works?? We have to bridge this gap...the gap between what we know, massage can assist them, and their main focus on improving their game. They perhaps need massage that will improve their game. This is the point but very few know how to present this....they fall into the gap and make dealing with a target market like golfers into what's in it for me, (the therapist,) as opposed to truly looking at what THEY want. We have to move the golfers along slowly....

First, we need to find them. Go out to the course. Visit the 19th hole (the lounge and restaurant that usually is associated with golf clubs and courses.) Talk to them. Create a quick survey which allows you the opportunity to approach them. Something to do with golf, like, the top ten reasons they (the golfer) think their handicap is where it's at. I dunno, you can also ask them questions about their physical health. Ask they why they golf or why they love it so much. Ask questions about their game and then listen. Ask if they would like information on the benefits of massage, specifically benefits to improve their golf game. Collect their information if they are willing to give it to you to add to your mailing list.

Let me back up though...first, I'd create some great information. Create a webpage that talks of massage and golf.

Here's an amateurish one I started but have been so busy that I've not completed it yet. It doesn't have testimonials and a lot of other goodies I want to add. But, at least it's a start.

At Your Door Massage Golf Improvement Program

Here's a great article by Erik Dalton: The Mambo of Golfing

You can do a quick search to find more...

Create your survey and questionaire. Talk to golfers. See who's 'raising their hand' for your solutions. Remember, we're looking for people who are looking for us.

Ok, back to the conversations with actual golfers...

Provide feedback to what they say. (We're still not selling them on our sevices.) Let them ask us what we do. Provide an answer that's informative to what may assist them, not just say, "Oh, I'm a massage therapist." How about, "I'm an orthopedic specialist who works with lower back pain and golfers elbow." Now you'll have their interest. Ask them how their body feels after playing 18 holes. Propose solutions to their problems. Oh, and what are their problems again?

The score! Sure, their back may be killing them, but that is not as important as their golf score or handicap. So, offer them a solution. Make them a deal. Guarantee your work and schedule them for several orthopedic massage sessions to improve their handicap. Make them a bet, make them a deal that after four massage sessions their handicap will go down. If this is too bold, guarantee them that if after your massage they don't feel more relaxed than they have all week, you'll refund them their money.

Find out who's running the golf course and talk to them. Most don't enjoy 'outsiders' wandering around questioning members of the course. This person is usually the best contact, because if you can get them as a client, get a testimonial and have them refer you, you've got it made. Many times I perform free massages on these 'leaders' due to the fact that they refer so many clients to me. Don't forget the spouse or significant other also. Many golf as couples.

You can also go to a golf shop. Talk to them. Survey the customers providing the owner of the business allows you to.

Does the man in your life golf? Do you know someone who golfs? Talk to them. Take golf lessons yourself. Talk to the 'pro' who is teaching you. See how it feels to your body. Your mind. Figure out where these people are coming from.

The key point though is to actually DO something! We only need a couple of golfers, then get referrals from them, etc., etc. As we all know, most of the money comes at the back end, the TCV or total client value.

Here's an example: I know many golfers, but as a man, they didn't want me massaging them. Yet, after many different discussions, I would always mention in our golf discussions the benefits of massage and how it can improve our game. Finally, one of my buddies finally broke down and asked for help. Come to find out, his injury was not even golf related, but was related to his racket ball game. (A different set of muscles.) The key point though, was that he was so impressed with the treatment that he's now telling all his friends.

I know I'm all over the place here, I'm in a hurry ;)

On a closing note, you mentioned mailers. I've found them highly successful if created correctly. I also have a couple of pieces of information I can send you if you'd like to private message me your e-mail.

I guess the key to all of this is to truly figure out the target markets wants. What do they want? Then, figure out how your services assist their wants and communicate it to them.

Hope this helps!

kris

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