Issue link: https://www.massageandbodyworkdigital.com/i/530196
F r e e S O A P n o t e s w i t h M a s s a g e B o o k f o r A B M P m e m b e r s : a b m p . u s / M a s s a g e b o o k 31 BUSINESS SIDE KC: Right. This is why the in-the-moment conversation about the benefits of the work they just received is so valuable. But, let's not forget the importance of a follow- up check-in call/text/email a few days after their session to see how they're feeling and remind them that the benefits of the work extend beyond the day of the session. Doing both can be a powerful communication double whammy to increase clients' understanding of the value of your work. LS: We also have a sentiment stating that lower-price massage would be an incentive. My feeling on this is, "Of course it would be!" Rather than running out and lowering prices, however, I think this comes right back to education again. We need to educate clients about the value and long-term benefits of their purchase. KC: Absolutely! And I recognize that while therapists may agree it's beneficial to communicate more openly with clients about the value of our work, actually feeling comfortable doing that can be challenging. It would be ideal if clients would just intuitively understand how the work benefits them, how long the benefits can last, and that they're worth the price. Until that happens, though, this is one of those areas where we need to push through any nervousness about talking about our work, get brave, and practice our message a few times until it becomes easier. The good news is, the more often you have these conversations with clients, the easier they will become. LS: I also found it interesting that more than 40 percent of people who either had massage prior to 2014, or were open to the idea, said more convenient appointment times would increase their frequency. How would you translate that into an action item for a therapist? KC: As service-industry providers, we need to work when our clients are available to receive, but that doesn't mean we're always going to be available at each client's ideal time. I'd do a quick survey of current clients, though, to see if they're happy with the times I'm offering or if different days and times would be better. I'd also look at the new client groups I'm marketing to. If I really want to work with a group that can only receive on evenings or weekends, I need to be available on evenings and weekends. If I can only work during the day, I'd have to shift my marketing efforts to attract client groups that are available to receive at those times. The survey results are a great reminder that as the client makeup of our practice changes, we may need to adjust the way we run our practice. LS: Kristin, I find these consumer surveys fascinating, and chock-full of good information we can share with readers. In the name of the late, great Richard Dawson, I hereby declare we save a few other survey morsels to share in a future column. Survey says? KC: Number one answer! Les Sweeney is ABMP's president and resident blogger. Contact him at les@abmp.com and read his blog on www.abmp.com. Kristin Coverly, kristin@abmp.com, is the manager of professional development at ABMP and teaches workshops for therapists and instructors across the country. Both are massage therapists with business degrees who care about you and your practice. Want more? Check out their ABMP BizFit video tips on www.abmptv.com. FACTORS DETERMINING MA SSAGE FREQUENCY Among those who received a massage in 2014. QUA LIT Y & PRICE 63% B E T T E R Q U A L I T Y M A S S AG E S 48% LOW E R P R I C E M A S S AG E S CONVENIENCE 40% M O R E C O N V E N I E N T B OO K I N G O P T I O N S – O N L I N E / P H O N E 38% M O R E C O N V E N I E N T A P PO I N T M E N T T I M E S DE A LS 24% PAC K AG E D E A L S F O R M U LT I P L E M A S S AG E S 13% A M O N T H LY S U B S C R I P T I O N F O R M A S S AG E S REMINDERS 15% E M A I L, FAC E B OO K , O R T E X T R E M I N D E R S TO B OO K 7% M A S S AG E T H E R A PI S T A S K I N G YO U TO B OO K N E X T M A S S AG E B E F O R E YO U L E AV E ( P E RC E N TAG E R AT E D A S V E RY I M P O R TA N T/ E X T R E M E LY I M P O R TA N T )