Issue link: https://www.massageandbodyworkdigital.com/i/82405
visit abmp.com BUILD YOUR PRACTICE WITH REFERRALS Massage is big business and it just keeps getting bigger. According to the Occupational Outlook for 2010–2011, compiled by the Bureau of Labor Statistics, employment in the field is set to increase as much as 19 percent by 2018 before leveling off. Competition can be stiff. When you're just starting out, you're probably in the position of needing enough clients to get established, but lacking a big advertising budget to get you those clients. The best—and cheapest—way to grow your practice is with referrals. CLIENT REFERRALS Existing clients are the most obvious source of referrals—but, of course, you have to get some first. When I was still in massage school doing practice massages in the student clinic, I met and massaged some people who are still my clients today—a dozen years later. They've sent many referrals my way. The key to getting those word- of-mouth recommendations is not just dependent on technique; it's dependent on giving great service, starting appointments on time, giving clients what they're paying for, and presenting a professional persona. You're providing an overall experience clients think so highly of they'll tell other people. Cultivate that from day one. Some therapists choose to cultivate referrals by offering a client referral incentive program. A former employer of mine offered clients $5 off their massage for each referral. A Facebook friend recently mentioned giving an extra half hour added onto the client's massage for each referral. You might choose to give your clients a free massage for every five new clients they send to your table. MUTUAL BUSINESS REFERRALS Business Networking International (BNI) is a worldwide organization with chapters in almost every developed country. The BNI business model is basically "you refer me, I'll refer you." Each chapter only allows one member of any occupation to join, so there's one accountant, one insurance agent, one realtor, one plumber, one massage therapist. Prospects who try to join a chapter that already has a massage therapist in the group would be referred to another group. Crucial to BNI membership is attending the networking meetings that are held, sometimes every week. Members exchange business cards and referral slips, and actively promote each other's businesses. Missing meetings and failing to give referrals are valid reasons to get kicked out of the group. Think of all the clients you have, and potential clients, who are business people. I keep a table in my lobby where I allow other people to place their business cards. I also keep a business card file where I have people filed by occupation; that way, I don't have to try to keep up with hundreds of names. If someone asks me if I know a carpenter, an insurance salesman, a cosmetologist, or anyone else, I can look in my card file and refer them to someone. I've been asked the question, "How do I know they're any good?" If it's someone whose services I haven't personally used, I'll recommend that they ask for a couple of references on the first contact. You can also check on the Better Business Bureau website (www.bbb.org.) to see if any complaints have been filed against the business. If they've been in business any length of time, they're probably reputable or they wouldn't have lasted. Realtors are one of the best sources of referrals, because they meet new people who are moving into town. I've actually had business cards printed with my contact information on one side and on the back the verbiage, "You must be a VIP if you're with RE/MAX. Here's $10 off your first massage." I redeem dozens of these offers every year. Boost your practice with ABMP's Website Builder—free for members on ABMP.com 21