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 83 of June 2011, I looked at my appointment schedule for the months ahead and began to worry. Though my solo massage business had been humming along just fine since the beginning of the year, I suddenly realized that most of the summer was looking really quiet—cricket-chirping quiet. Although I had a really steady and loyal clientele, many of my more affluent regulars had planned lengthy trips away in the coming months. In fact, many would be gone for weeks at a time, if not the whole summer. Panic set in and I wondered how I would be able to make it through the pending financial drought. Around the same time, I saw one of my local mentors—a long-time industry veteran and one of the highest-priced therapists I knew—running hugely discounted deals with several sites, including Groupon. I wondered if I too would have to jump on the deep-discount train just to bring in a little extra revenue. Even in my panicked state, I wasn't sure it made sense, especially since the discount I'd have to give (combined with the percentage most sites take) would leave me with less than 25 percent of what I usually made per session. True, I'd have increased cash flow and the potential to turn a few of the bargain seekers into repeat clients, but would I have enough energy to show these folks—not to mention my regular clients—my best? I also worried that if my regulars saw the offer, they might also expect deep discounts. I did not want to see that happen. Another idea I had was to lower my prices by offering a membership program, like many franchise businesses do. Although I'd probably collect some money up front and have some steady income each month from membership fees, I hesitated to go this route. I felt I might create more hassles for myself in terms of paperwork and keeping up with memberships, and end up making less money despite working harder. WHAT TO DO? I remembered a study I read reported that after making six visits to a spa or salon business, people start to feel like they belong there and move from being a customer to a "regular." Since I was focused primarily on getting existing clients to come in more often, as well as reviving some past clients, I created my own in-house summer promotion using elements from membership programs and discount sites. I decided to offer my current and past clients a limited-time offer or "summer only" package as a thank-you for their past business and loyalty. To get people (back) in the habit of getting regular massages, I focused on promoting a package of six sessions at a very special price—$59 per one- hour session—if they paid up front and used the package within six months of purchasing it. The package gave them a $16 discount per massage, so it was quite attractive. I also added a three- session package that gave a $10-per- session savings for those who weren't ready to commit to six sessions up front. I emailed each client in my database about the special limited-time offer, explaining that it was good only for the person purchasing the package, and that they needed to use the sessions within six months of purchase. This information was also printed on a flyer that I gave to every client who came in. The result was astounding! By offering these packages, my massage service sales grew from $4,840 from June 1 to August 31 in 2010 to $11,069 over the same dates in 2011. That's over 228-percent growth! And because it was working so well, I extended the package into the fall, and continue to have some type of ongoing package promotion. The success of this promotion later led me to create another similar offer to attract new clients into my business the following year, which brought in more than $8,000 in just a few months, and eventually gave me the opportunity to expand into a wellness spa, where I now have more than 20 service providers on my team. Regardless of what services you offer, you can do this same type At the beginning