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L i s te n to T h e A B M P Po d c a s t a t a b m m /p o d c a s t s o r w h e reve r yo u a cce s s yo u r favo r i te p o d c a s t s 83 TAKEAWAY: Competition can conjure a sense of uneasiness, but looking at it in a different way can help you come out of the situation with a renewed sense of self and motivation to grow. more time or effort on it. Concentrate on promoting what makes your business special and connecting with the right kinds of clients for you. BRING GOLIATH DOWN TO SIZE When a large business or franchise opens near you, that's a whole new opportunity for exploration. It helps to think through what people like and don't like about a larger bodywork business. Why do people visit a massage franchise or national chain? Why do they go back? What do they like about it? The easiest way to find out (without stalking and cold- calling people) is to look at reviews. A quick look at a business's Yelp or Google reviews will give you a sense of what they do well and what they need to improve. There will always be clients who want the most affordable massage just once or on a very regular basis and are satisfied with the service at a franchise. Those folks are going to be hard to win over. But there are folks who aren't being served and are looking for someone like you. They may fit into one or more of these categories: • People who need the highly skilled TMJ/rotator cuff/ prenatal massage you provide • People who want the ease of online scheduling but the comfort of keeping the same therapist for a long time • People who want to know you won't cancel on them at the last minute • People who don't like to be pressured into buying a membership • People who would like their massage to be a full 60 or 90 minutes • People who want the flexibility of being able to get as many or as few massages as they'd like • People who want a therapist receptive to their needs • People who can choose the music played during their session • People who like you because you're great Addressing these issues on your website or blog can help you attract the right clients for your practice (not the clients who would just as soon desert you for another business's Groupon deal). Consumer choice is healthy, and different people have different needs. While it may be tempting to see other massage therapists as "competition," it can also be helpful to think of them as colleagues who are interested in the same thing you are: serving the clients you are uniquely suited to serve. Allissa Haines and Michael Reynolds are found at, a member-based community designed to help you attract more clients, make more money, and improve your quality of life. FREE DOWNLOAD: "HOW TO GET NEW MASSAGE CLIENTS" 1. Open your camera 2. Scan the code 3. Tap on notification 4. Download!

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