Issue link: https://www.massageandbodyworkdigital.com/i/121374
Announcing a Price Increase Oftentimes, it seems as though massage professionals care more about their clients' wallets than the clients do. As a result, we make a big deal about notifying everyone of price changes, which draws too much attention to what we charge, instead of how clients benefit from seeing us. It's easy to lose focus on the client when we turn the whole process into something that's about us. It's really not necessary to make a big deal about a price increase. Have you ever gotten a special notice from your dentist, podiatrist, or even hairstylist announcing a price increase? It almost never happens. Clients don't like it when prices go up, but it is expected and tolerated. At one point, we decided to raise rates at my Ryerson University clinic by about 10 percent, implementing the increase three weeks after the decision. No written notice was sent. Clients with bookings were informed by phone and anyone making new appointments was informed of the price. We didn't have complaints, and the number of visits wasn't affected. The one time when a focus on price is beneficial is when you are tying it into a promotion (i.e., "Our prices are going up next month, but you can continue to receive massage at our old rates for another year!"). So, what's the best way to introduce a price increase to clients with minimum impact on your practice? Massage therapist Linda Gray asked me that question recently and showed me an email she was about to send her clients. see the improved letter! 1 ICE INCREASE g: NOTICE OF PRrates will change to the followinFoot or Hand Reflexology. 2 my 1, gy, Ef fective June i, Tibetan Ener 0 (one of ) Reik For Health. 60 minutes: $6 ove or Touch • ne of ) the ab lance. 3 inutes: $90 (o • 90 m eds, /emotion ba ch person's ne includes goal blended for ea Each session ion ever y time. Modalities are ilored sess es: $120 ; d personally ta • 120 minut ly interactive an . 4 ving a unique gi $25 ex tra clients— rvice. In town, s of 3 or more 0 ex tra. Group • Portable Se e booking. $5 n singl • Out-of-tow waived. ns. additional fees at two locatio on weekdays . to 4: 30 p.m. 5 am available for appointments from 9: 00 a.m I d Wednesday y an of Gray: Monda At The Touch 00 p.m. 30 p.m. 9: 00 a.m. to 7: m 9: 30 a.m. to 5: and Friday fro ents based on : Tuesday from kend appointm & Dandelions At Apples ening and wee l ev for occasiona I am available availabilit y. before request and ents booked r all appointm 6 udes all gift are available fo r also incl Existing rates st 31. This of fe Special Offer: ceived by Augu d. d sessions re rio June 1 an same time pe ee rchased in the the 10th for Fr certificates pu ions, Receive Book 9 Sess 7 Remember: Here is what I recommended to Linda: 1 Instead of sending an email, write a letter. It may seem a little old-fashioned, but it's more personal. 2 Write sentences that are conversational and that use an active tense. 3 Focus on the benefits of your sessions and help your clients see them, too. 4 If you don't mind traveling, increase your travel fee and promote the benefits of home visits for clients. Convenience is worth the extra money for many people. 5 Always keep the focus on the client. 6 If you are doing a promotion, make a big deal out of it! 7 Use a price increase notice to reinforce the benefits clients get from using your services and remind them of the value they get from seeing you specifically and frequently.